CUSTOMER PERCEPTION

Perception is a process by which individuals organize and interpret their sensory

impression in order to give meaning to their environment. However, what one
perceives can be substantially different from objective reality. It needs not to be, but
there is often disagreement. For example, its possible that all employees in a firm
may view it as a great place of work-favorable working conditions, interesting job
assignments, good pay, an understanding and responsible management-but, as most of us
know, its very unusual to find such agreement.

Factors influencing Perception

A number of factors operate to shape and sometimes distort perception. These can
reside in perceiver, in the object or target being perceived, on in the context of the
situation on which the perception is made.

a) Factors in the perceiver-

Attitude
Motives
Interests
Experience
Expectations
b) Factors in the situation-
Time
Work settings
Social settings
c) Factors in the target
Novelty
Motion
Size

CUSTOMER BEHAVIOR
Behavior is a mirror in which everyone shows his or her image.

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Behavior is a process of responding to simuli. Consumer behavior is to do with the
activities of the individuals in obtaining and using the goods and services. It
encompasses the decision making process that preceds and determines purchases. In
the words of Prof. C.G. Walter and Prof.G.W. Paul it is The process whereby
individuals decide whether, what, when. Where, how, and from whom to purchase goods
and services.

Consumer or Customer behavior is all the psychological, social and physical behavior
of potential customers as they become aware of evaluate, purchase, consume and tell
others the products or services.

Social and cultural influences

Culture is learned behavior that has been passed down over time, reinforced in our
daily lives through the family unit and through education and religious institutions.
Culture influences, therefore, are powerful ones and if the company does not
understands the culture in which the particular market operates it cannot hope to
develop products and market then successfully.

It is important to recognize that culture although immensely powerful is not fixed

forever. Change in culture tends to be slow and not fully assimilated until a generation
or more has passed.

Social class
This is the most prominent social influence. Traditionally, one of the chief of
determinants of social class was income. Since pay structure have altered a great
dealing terms of the lower C2,D and E categories moving more towards levels
previously enjoyed by higher A,B and C1 categories over the past 30 years or so,
classification of consumers on the basis of lifestyle is becoming of more meaning
today.

Reference groups
This can be described as a group of people whose standards of conducts of mould an
individuals dispositions, beliefs and values. This group can be small or large.

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Reference groups can range from the immediate family to the place of work. They
can also be found in the persons social life. An individual is unlikely to deviate too
far from the behavioral norms led down by the members of the club or hobby group.
But it does state that individualism cannot exist within a group, but it does suggest
that even rigid independent thinkers will at least be aware of what is considered
normal in the group.

Motivation
Marketers are interested in motivation when it relates to purchasing behavior.
This behavior relates to the motive for wishing to posses the goods or services in
question, and it has been termed goal related behavior. It can therefore, be seen that
a number of motives might be a play when making a purchaser decision- some
motives stronger than others- and the final decision might be a compromise solution.

1.1 CUSTOMER SATISFACTION

The liberalization and globalization of Indian economy has taken place almost a
decade ago, the focus point in any organization is Customer Satisfaction. The phase
such as Customer is the king in our business, service to customer is service to
god are no more myth but turned out to be a reality. Customer satisfaction is the
base of any business expansion because of the stiff competition prevalent in the
market.
Whether the buyer is satisfied after the purchase depends on the offers performance
in relation to the buyers expectation. In general; satisfaction is a persons feeling of
pleasure or disappointment resulting from comparing a products perceived performed
or outcome in relation to his or her expectation.
As this definition makes clear, satisfaction is a function of perceived performance and
expectation. If the performance falls short of expectations, the customer is dissatisfied.
If the performance matches the expectations the customer is satisfied.

Perception
Unlike motivation that requires a reaction to a stimulus, perception relates to the
meaning that is assigned to that stimulus as marketers are interested in

3
how buyers perceive and react to products in relation to such matters as quality,
aesthetics, price and images, since products are not only exist in partial terms but also
how they are perceived by consumers in relation need satisfaction. This perception by
buyers is affected by the nature of the product itself, by the circumstances of the
individual buyer and by the buyers innate situation in terms of how ready they are
to make the purchase in terms of needing it at a particular point of time.

Attitude
Our strongest basic attitudes are implanted in our formative years and
these come largely from the influence of our close family group and other social
interaction. More refined attitude develops later. In marketing terms, the sum total of
our attitudes can be regarded as a set of cognitions that a potential buyer has in
relation to a potential purchase or purchasing environment. This is why certain stores
or companies go out of their way to engender favorable attitude and it is why
manufacturer seek to induce loyalty towards their particular brand or product.

Learning
In the context of marketing, learning is a result of information received through
advertising or other publicity or through some reference group or other. In order to
have an effect on motives or attitudes, marketing efforts should associate the product
with positive drives and reinforcing messages.

1.2 OBJECTIVES OF THE STUDY

To understand the factors influencing the purchase of Videocon products.

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 To find the preference of the consumers towards the brand Videocon.
To find out the reputation of Videocon Industries Limited in the market.

1.3 LITERATURE REVIEW

Videocon Industries Ltd was one of the initials companies that made it to the
world. Videocon Electricals captured the initial Indian Electrical market and

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topped the charts for its products such as Refrigerators, Televisions etc. before
other player such as Samsung, Whirlpool etc entered Indian market. Videocon
was one of the electronic company to collaborate with Japanese Toshiba Ltd. as
early in 1985.

It is one of the biggest Indian Electrical brands not only India but also globally.
Indeed, Videocon is one of the fastest passed Electrical products worldwide.
Videocon thus posed an exciting opportunity to study a brand that is
automatically associated with youth and technology.

Videocon deems it a privilege that it is in a position to prolong instances of

joy and spirit and lend much needed variety and flair in everyones life. An
Indian multinational, a globe force in display technologies and group of the
threshold of even bigger things. There are new horizons to breach, new frontiers
to conquer and simply no pause buttons on the Videocon play. Expect the
unexpected, the uncharted and the unlimited.

NATURE OF BUSINESS
Manufacturer and exporter of conventional color TV and LCD TV Receiver
sets, D2H Set Top Box, VCD/MP3 Players, Air coolers, Music systems, Air
conditioner, Home theater, Refrigerators like automatic and semi automatic,
Washing machine, Dish washers, Microwave ovens, Mixer, Grinders, Water purifier,
Audio components, Glass shells for color picture tube, PCBs, Tuners, Monitors and
computers, Compressor and other electronic assemblies and sub assemblies like
Digital diaries, Data projector, Power inverter, Digital MP3 player and Palm top
like ISP, Content and Web solutions, Crude oil extraction 50000 barrels per day,
1050 MW Power Generation.

Videocon plays a pre-eminent position in terms of sale and customer satisfaction

in many of our consumer products like color televisions, washing machines, air
conditioners, refrigerators, microwave ovens and many other home appliances,
selling them through multi brand strategy with the largest sales and service
network in India. Refrigerator manufacturing is further supported by our in house
compressor manufacturing technology in Bangalore. Videocon has the largest
distributed manufacturing base across India. It has capacity to manufacture 4
million CTVs 2.5 lacs washing machines, 1 million DVD players, 4.8 million
refrigerators.

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Videocon Industries Limited.

7
Type Public Company

Traded as BSE: 532129

NSE: VIDEOIND

Industry Conglomerate

Founded 1979; 37 years ago

Founder Venugopal Dhoot[1]

Headquarters Mumbai, India

Key people Venugopal Dhoot

(Chairman & managing director)

Products Consumer Electronics

Home Appliances
Components
Office Automation
Mobile phones
Wireless
Internet
Petroleum
Satellite television
Power

Revenue 320,000 million(US$4.8 billion)(201314)

Profit -716.3 million (US$11 million)(201213)

Number of 9,000 (2012)

employees

Subsidiaries Videocon Telecom

Videocon d2h
Videocon Consumer Electronics & Home Appliances

Website www.videocon.com
videoconworld.com

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COMPANY PROFILE

Videocon Industries Limited is a large diversified Indian company headquartered in

Mumbai. The group has 17 manufacturing sites in India and plants in Mainland
China, Poland, Italy and Mexico. It is the third largest picture tube manufacturer in the
world. The group is a US$5 billion global conglomerate.

The Videocon group's core areas of business are consumer electronics and home
appliances. They have recently diversified into areas such as DTH, power, oil
exploration and telecommunication.

Consumer Electronics, Home Appliances and Compressor manufacturing in India

The company enjoy a pre-eminent position in terms of sales and consumer satisfaction
in many of the consumer products like color televisions, washing machines, air
conditioners, refrigerators, microwave ovens and many other home appliances, selling
through a multi-brand strategy with largest sales and services network in India. The
compressor manufacturing technology in Bangalore further supports refrigerator
manufacturing.

Display industry and its components

With the Thomson acquisition Videocon has emerged as one of the largest color
picture tube manufacturers in the world operating in Mexico, Italy, Poland and China
continuing to lead through new innovative technologies lie slim CPT, extra slim CPT
and high definition 16:9 format CPT.

Color Picture Tube Glass

Videocon is one of the largest CPT glass manufacturers in the world with a high
level of experiences and technical expertise operating through Poland and India.
Videocon will leverage on this synergy after the Thomson acquisition to internally
source glass for its CPT manufacturing increasing efficiencies and lowering costs.

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Oil and Gas

An important asset for the group is its Rvva oil field with one of the lowest
operating costs in the world producing 50,000 barrels of oil per day. The group has
ambitious plans for expansion in this.

BRAND BASKET

Partner Product Nature of Tie-up

Samsung Electronics Fly back, Tuners, Technical Support

Transformers

Matsushita Electric Washing Machine Technical Collaboration

Matsushita Electric Air conditioner Design and drawing

Matsushita Electric Refrigerator Design and drawing

Sansui Electric Co Ltd Audio Products and Color ODM for Indian Market
TV

Techneglas Glass Shell Technical Collaboration

Akai Audio Products and Color ODM for Indian Market

TV

Hyundai
Color TV ODM for Indian Market

HISTORY

1987
Color and Black and white TV
Washing Machine

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1989-90
Home Entertainment System
Electric Motors
Air Conditioners

1995
Grass shells for CRT

1996 Kitchen Appliances

Crude Oil

1998 Compressor
Compressor Motor

2000
Philip color TV plant takeover

2005 Electrolux India three-plant takeover

Thomson CPT acquisition

2006
2007 Enters into MoU with GAIL
Bought Planet M, the music and entertainment
retail

2009
Launched DTH product called D2H
0909

2007
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2015 Sold 33.5% stake to Silver Eagle

VISION AND MISSION

Videocons mission: a reflection of continuity and change

Videocons mission expression has been crafted to envelop both extant and emerging
realities:

To delight and deliver beyond expectation through ingenious strategy, intrepid

entrepreneurship, improved technology, innovative products, insightful marketing and
inspired thinking about future.

A breakdown of the statement above revels a means and end approach, where the end
is articulated at the beginning with the means linked to it.

To delight and deliver beyond expectation..means

This segment not only underlines the importance of the ultimate goal- customer
satisfaction and ultimate target- the customer, but also of intermediate processes and
principals which have contributed to build a robust dependable Videocon value chain.
As a result of its focus on developing loyal customers and reliable associates,
Videocon is able to exceed expectations.

Through ingenious strategy..means

In the cutthroat world of today, it is only by taking recourse to advance planning and
strategy that a business can hope to survive. Although textbook strategy has its uses,
reproducing it in verbatim for the real world would be foolish because of the absence
of textbook conditions. Thus there is a need for a bounded rationality, spontaneity and

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improvisation that is flexible enough for scenarios both imaginable and unimaginable.
Videocons ingenious manoeuvre are actually flexi-strategy that abstracts from shifting
ground conditions and decide game plans, or sometimes changes the rules of the game.

Intrepid entrepreneurship..means

An enterprise with the odds stacked against it makes great business sense this is
because higher the obstacles, lower the number of players likely to be active in that
field thus, fetching extraordinary returns. The only requirement is the bold and
confident attitude willing to brave the odds. Videocons foray into oil and gas is a
bold and intrepid endeavor that arises from immense faith on the surefooted
competence of the companys in house managerial talent.

Improved technology.. means

technology is no more a premium input, it has become the bare minimum recent
years. Rapid advances have only fuelled this phenomenon. Videocon is extremely
vigilant in shunting out dated technology and replacing it with the best in classoffers
of the times.

Innovative product..means

Product development, innovation and customization are the tools Videocon uses to stay
ahead of the competition. This is because a continuous stream of innovative products
excites the market and enhances the brand recall. A strategy that banks n a lot,
especially on the domestic front.

Insightful marketing..means

The market share battle scene has long shifted from technology and processes to the
psyche of the customer. This means that those with deeper insights into the elusive
mind of the buyer are likely to dominate. Videocon is reinforcing marketing strengths
to read better the pulse of the market and help creat products that map perfectly into
customer preferences.

Inspired thinking about the future.. means

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The future isunpredictable, but not doing anything about it is fraught with grave risk.
Videocon extrapolates future trends on the basis of current changes in technology and
preferences as well as sheer gut feel.

LOGO LOGIC

This is the new Videocon symbol. It reiterates the ethos of a company dedicated to
maintaining the highest international standards of excellence through quality, technology
and innovation. For over a decade now, Videocon has been bringing the latest and very
best in Consumer Electronics and Home Appliances. Successfully adapting the best of
international technology to suit Indian needs, and crafting it to improve the quality of
life as million of satisfied customers will agree.

The Videocon Group has embarked upon a massive rebranding exercise in order to
position itself as a younger, fresher, eco-friendly and a with-it brand; ahead of its
foray into diverse areas such as DTH and telecom.As a first step towards the revamp,
the conglomerate has unveiled a new logo, designed by Interbrand Singapore. The new
V is a more fluid version of the erstwhile logo and comprises two green lava-like
shapes. To communicate the brands new identity, we decided to give life to the two
parts of the logo, explains Ashish Chakravarty, executive creative director, McCann
Erickson Delhi.

CORPORATE GOVERNANCE

Companys Philosophy on Code of Governance

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The companys philosophy on corporate governance enshrines the goal of achieving
the highest level of transparency, accountability and equity in all spheres of its
operations and in all its dealing with the shareholders, employees, the government and
other parties. The company believes in the philosophy on code of corporate
governance, which provides a structure by which the rights and responsibility of
different constituents, such as the board, employees and shareholders are carved out. In
carrying out this, it is ensured that the companys objective are well defined and
performance against those objectives are adequately measured and monitored.

Corporate governance is considered as an important tool for shareholders rotation and

maximization of their long term values. The cardinal principals such as accountability,
responsibility, transparency and fair disclosure serve as the means for achieving this.

Research and Development

The company gives utmost importance to the R&D activities, which are carried out, at
in house R&D center. The company carries on new innovations in the product
development, cost reduction, quality improvement, process implementation, process
controls.

1) Specific areas in which R&D is carried out by the company

During the year, the company has carried out Research and development in the
following areas

Home theaters- High end models and HTIB Models

Larger screen Televisions
True Flat Televisions
Plasma Televisions
Cosmetic Design and new out look to the TVs
Manufacturing of components for CTV, Refrigerators and Air conditioners
Efforts to reduce power consumption of its final product

2) Benefits derived as a result of the above R&D

The company has derived the following benefits as a result of the Research
and Development.
Development of new design in product and launch of various new models.
Able to compete with foreign players in the Indian market by cost reductions
and offering innovative features and to maintain market leadership in Television
under Videocon umbrella.
Increase in productivity.
Reduction in power consumption of some of the products.

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 3) Future plans for actions
In the coming days company is aiming to achieve development in the
following areas through Research and Development.
Manufacturing of components for consumer electronic Products
Multimedia TV
Plasma TV
Launching of new brand and sub-brands under Videocon umbrella
Composite high entertainment system with internet adaptability.
To work on better features, better quality and improved reliability with low
prices.
The company always attempts to use latest and advanced technology in
production process. Keeping pace with the technological developments, the
company keeps on adding sophisticated equipments with focus on automation
to minimize manual intervention in manufacturing process thereby ensuring
quality of the final products.

ORGANIZATION STRUCTURE OF VIDEOCON

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FUNCTIONAL DEPARTMENT OF THE ORGANIZATION

STORE DEPARTMENT

17
 Functions:

1) Purchase all the items indented by user functions like spares, consumables etc
other than plant and equipments.
2) Registration of suppliers and evaluations.
3) Maintenance of stores.
4) Inventory control of stock items.
5) Co-ordination with finance department for timely payment to the suppliers.

FINANCE DEPARTMENT

Functions:

1) To comply with legal and other requirements.

2) To provide information for stakeholder about financial performance and viability
3) To provide managers with information with decision making
4) To provide a structure to business activity based on the careful processing of
numerical data.

MARKETING DEPARTMENT

Functions:

1) The smooth functioning of marketing, sales and delivery operations.

2) Corrective actions on customers complaints.
3) New initiatives taken for sales maximization of the company.
4) Handling relationship with personal, communicating and reporting to the
management.
5) Developing sales programs and formulating and designing sales policies.

PRODUCTION DEPARTMENT

Functions:

1) Production and planning

2) Purchasing
3) Stores
4) Design and technical support

HUMAN RESOURCE DEPARTMENT

18
 Functions:

1) Workplace safety
2) Employees relations
3) Compensation and benefits
4) Compliance
5) Training and development

COMPETITORS OF VIDEOCON

SEVERAL MULTINATIONAL COMPANIES SUCH AS:

LG ELECTRONICS

LG Electronics rightly understood the consumer motivations to create magnetic

products, price them strategically, position them sharply and keep making the
magnetism more potent. Having understood the finer differences in consumer
motivations, it opted for sharp- arrow reasons-to-buy differentiation over the
blanket-all approach taken by most of the other players. It is an aggressive
marketer. It focuses on low and medium price products.

SAMSUNG

Initially the strategy of Samsung in India was to create premium image by

emphasizing global brand. After facing stiff competition from another Korean
major-
LG, Samsung also started playing price game. In 2004 it reverted back to its
premium positioning, although it resulted in some loss of market share.
In line with the Global Digital Initiative of the Parent Company, Samsung India is
seeking to acquire digital leadership in India by introducing its digital ready
televisions .

ONIDA

Its popular devil ad although had engendered a strong emotional pull towards the
brand, technologically it represented no advancement. The company plug the gap
by touting its digital technology. Like Videocon, it has also been able to hold its
market share. The world-class quality of Onida has enabled the company to make a

19
breakthrough on the export front. It has technical tie- up with the Japan Victor
Company, better known as JVC. So focused is Onida on positioning itself on the
premium, high- tech plank that it is even planning to push its own envelope on
obsolescence, much. The strategy is aimed at further broad basing the product
offering of the company, which has largely dominated the top-end of the television
market, across multiple market segments.

SWOT ANALYSIS

Strengths

1) Videocon has largest distributed capacity manufacturing base across India with
17 facilities and plants in China, Poland, Italy, Mexico.
2) Manufacturing capacity is 1,40,000 units.
3) Videocon has a network of 400 plus service and 85 mobile service vans to
give better service to their customers.
4) Tie up with Matsushita electric company of Japan add to the goodwill of
Videocon.
5) Customers are aware about Videocons products.
6) Company has good brand name.
7) Strong backward integration.
8) Videocon has largest distribution manufacturing based across India.
9) Videocon has largest brand basket.
10) Multi brand strategy.
11) Third largest picture tube manufacture in India.
12) Cheap price.
13) Globally acceptable.

Weaknesses

1) Less investment on advertisement of Videocon CTV.

2) Weak promotional strategy.
3) Wide brand basket may lead to conflict of interest.
4) CRT technology is losing popularity.

Opportunities

1) Videocon international is going global.

2) Videocon is exploring whole new segment.
3) Growing semi urban market.
4) Mergers joint ventures of strategic alliance.
5) Videocon takes over The Electrolux.

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 6) Videocon bought the Thomson color picture tube manufacturing plant.
7) Industry is in increasing phase.

Threats

1) Entrance of global competitor like China.

2) Competitors have new innovative substitute product or services.
3) Increased trade barrier.
4) Competition is global CPT market especially from integrated players such as
LG, Philips, Samsung and others is intense.
5) Market conditions like slumps in market.

RESEARCH METHODOLOGY

Methodology is a way to systematically solve the research problem. Research

methodology just does not deals with research methods but also consider the logic
behind the methods. It may be understood as a science of studying how research is
done scientifically and systematically. In studying research problem along with the
logic behind them it is necessary for the researcher to know the research methods,
techniques. He must also clearly understand the producer would apply to the problem
given to him. All this means that it is necessary for the researcher to design
methodology from problem to problem.

Research methodology may be summarized in the following steps

1. Defining the research objective.

2. Preparing the research design.
3. Implementation of research design.

1. Research Design

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A complete enumeration of the items in the population is known as census enquiry. It
can be presumed that in such as enquiry when all items are covered, no elements of
change are left and highest accuracy is obtained. However this type of inquiry involves
a great deal of time, money and energy.
In sample survey we select only few items from the total population. Results are
sufficiency accurate and much lesser time; energy and money is spending in field
studies. Hence, it was decided to opt for sample survey.

2. Data collection

There are two type of data collection.

2.1 Primary data collection

Primary data are those, which are afresh and for the first time and this
happen to be original in character.
Questionnaire had been prepared to get the response of the people as
per guided by the organizational guide. To provide the best end results
without any kind of biasness, which can give a brief idea about
sampling and would be beneficial for inferences for tabulations and
calculations with research instruments? I made a survey through questionnaire
as prepared by me.

2.2 Secondary data collection

Secondary data are those data which have already been collected by
someone else and which have already been used as per required.

3. Sampling plan
Sampling plan consists of sampling unit, sampling size and sampling procedure therefore it is
necessary to find out sampling plan if population is 100.

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 Sample Plan Consists of:

Sample Plan
Sampling Design
Sample Size
Sample Location
Descriptive Research Design

Therefore, sampling design which I used while conducting the study is Descriptive
research design.
Sample size- 100
Although the total number of questionnaires which I distributed among the population
was 130 out of which 107(82%) respondents returned the questionnaires. The
questionnaires from 7 respondents were incomplete, leaving 100 complete and
evaluable questionnaires, indicating 77% response rate.
Sample location Parts of Delhi

TOOLS AND TECHNIQUE OF DATA COLLECTION

Data is collected by the help of questionnaire. It was collected in all the
hours of the day. And for the analysis the data PERCENTAGE METHOD has been used.

4. Limitations
The marketing research has to face certain difficulties while carrying out the
research work. Some of the limitations faced are
Most of the respondents were not willing to fill the questionnaire.
In some of the retail showrooms it is not allowed to get the questionnaire
filled.
Some people are not willing to respond and few of them who responded were
in hurry hence the active participation was lacking. Due to which I faced
difficulty in collecting information regarding the questionnaire.

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 AGE NUMBER OF PERCENTAGE
RESPONDENTS
Below 20 15 15%
20-29 year 43 43%
30-39 year 37 37%
Above 40 5 5%

1. Age group of the respondents.

AGE

Below 20
5% 15%
20-29 year
37% 30-39 year
43% Above 40

INTRPRETATION

The pie chart shows that majority of the respondents ie. 43% lies between the age
group of 20-29 year.

2. What is the monthly income of the respondents?

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 MONTHLY NUMBER OF PERCENTAGE
INCOME RESPONDENTS

Below 5000 5 5%

5001-10000 20 20%

10001-15000 32 32%

Above 15001 43 43%

MONTHLY INCOME

Below 5000
5%
20% 5001-10000
43%
10001-15000

32% Above 15000

INTERPRETATION

Income group determines the sector in which the company wants to foray and be a
market leader also it helps the company to modify the products according to the
buying capability of the customers.

Here we have divided the customers according to monthly income and found that
most of the customer income lies above 15,000.

3. Gender of the respondents.

25
 GENDER NUMBER OF PERCENTAGE
RESPONDENTS

Male 72 72%

Female 28 28%

Gender

28% Male
Female
72%

INTERPRETATION

From the above data we can conclude that majority of the respondents are male ie
72% whereas females are only 28%.

26
 4. What is the marital status of the respondents?

MARITAL STATUS NUMBER OF PERCENTAGE

RESPONDENTS

Unmarried 24 24%

Married 76 76%

MARITAL STATUS

24% Unmarried
Married
76%

INTERPRETATION

From the above chart we can say that majority of the respondents are married ie.
76% whereas the remaining 24% are unmarried.

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 5. What is the employment status of the respondents?

EMPLOYMENT NUMBER OF PERCENTAGE

STATUS RESPONDENTS

Student 6 6%

Business 33 33%

Employed 52 52%

Unemployed 9 9%

EMPLOYMENT STATUS

9% 6% Student
Business
33%
Employed
52% Unemployed

INTERPRETATION

By knowing occupation distribution the company can segment and target customers
according to their occupation.

From the above data it is concluded that major customers of Videocon Industries are
employed and form 52% followed by 33% of the customers who are in business.

28
 6. Nature of family of the respondents.

NATURE OF NUMBER OF PERCENTAGE

FAMILY RESPONDENTS

Nuclear family 56 56%

Joint family 44 44%

NATURE OF FAMILY

Nuclear family
44%
56% Joint family

INTERPRETATION

From the above data and chart we can conclude that majority of respondents belongs
to nuclear family ie. 56% and the remaining 44% belongs to joint family.

29
 7. Awareness of the company and its services among the
people.

AWARENESS NUMBER OF PERCENTAGE

RESPONDENTS

Yes 99 99%

No 1 1%

AWARENESS

No; 1%

Yes; 99%

INTERPRETATION

The above data clearly shows that 99% of the respondents knows about Videocon
products and services, which shows that it is one of the most known company in the
world.

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 8. From where does the people get to know about Videocon
products?

SOURCES NUMBER OF PERCENTAGE

RESPONDENTS

Advertisement 20 20%

Company Outlet 8 8%

Relative 11 11%

Friends 58 58%

Others 3 3%

SOURCE OF INFORMATION

Advertisement
3% 20% Company outlet
8% Relative
58% 11% Friends
Others

INTERPRETATION

31
From the above figure and data we can conclude that 58% of the respondents came
to know about Videocon products from their friends; 20% from advertisement; 11%
from their relatives and the remaining 8% and 3% from company outlet and others.

9. What are the factors that influence people to buy Videocon

products.

FACTORS NUMBER OF PERCENTAGE

RESPONDENTS

Quality 23 23%

Durability 7 7%

Price 25 25%

Brand name 18 18%

Reference 15 15%
opinion

Others 12 12%

INFLUENCING FACTORS

Quality
Durability
12% 23%
15% Price
7% Brand name
18% Reference opinion
25%
Others

32
INTERPRETATION

Price ie. 25% and quality ie. 23% are the two most important factors which influence
the customers to buy Videocon products and services. It also shows that people give
more preference to price as compared to other attributes like brand name, durability
etc.

10. What do you think about the price level of Videocon?

PRICE NUMBER OF PERCENTAG

LEVEL RESPONDENT E
S

HIGH 16 16%

LOW 58 58%

OPTIMUM 26 26%

PRICE LEVEL

16%
26%
High
Low
Optimum
58%

33
INTERPRETATION

From the above data and graph we can conclude that majority of respondents
consider the price level of Videocon products low ie, 58% whereas 16% of the
respondents consider it high.

11. What is the quality of the Videocon products according to the

respondents?

RESPONSE NUMBER OF PERCENTAGE

RESPONDENTS

Excellent 73 73%

Good 20 20%

Satisfactory 6 6%

Poor 1 1%

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 Sales

6% 1% Excellent
20% Good
Satisfaction
73% Poor

INTERPRETATION

Majority of people ie. 73% consider the quality of Videocon product excellent.
However, 6% of the respondents are only satisfied with the companys product and
service, also there are some people who are not satisfied.

12. Number of the respondents who suggest to purchase the

products of this brand.

RESPONSE NUMBER OF PERCENTAGE

RESPONDENTS

Yes 80 80%

No 20 20%

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 RESPONSE

20%
Yes
No

80%

INTERPRETATION

Majority of respondents ie. 80% suggests to purchase the product of Videocon

whereas, 20% of the people respond in no.

13. Which of the companys product would the respondents

prefers to own?

COMPANY NUMBER OF PERCENTAGE

RESPONDENT
S

Videocon 27 27%

LG 31 31%

Samsung 23 23%

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 Panasonic 13 13%

Other 6 6%

Customer Prefrence

videocon
6%
13% 27% LG
Samsung
23% Panasonic
31% Others

INTERPRETATION

From the above data it is clear that about 31% of the respondents prefer LG over
Videocon, which means that LG is one of the competitors of Videocon followed by
Samsung also, which accounts for 23%.

SUGGESTIONS AND RECOMMENDATIONS

Efforts are still needed to make people aware about Videocon and its products

More detailed customaries service should be provided

.
Videocon company should improve after sale services to their customers.

Companies shall introduce or increase the range of their product in respect of

price so that lower middle class people may also afford to have Videocon
products.

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 Customers considers quality as their first preference, so the company should give
more stress on this.

Company should try to improve service. No doubt the company products have
technically edge over competitors but in long run it may hamper the companys
profile.

FINDINGS AND CONCLUSION

Price i.e. 25% and quality i.e. 23% are the factors which influence the consumer to
purchase Videocon products.

It is the second most preferred brand of electronic good among people.

Videocon products are most popular among the people whose monthly income lies
above 15000. i.e. 43%

About 58% of the people know about Videocon and for most of them the source of
information was their friends and about 73% people consider the quality of Videocon
products, excellent.

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Customers are very choosy in buying the products and it is important for the
company to make loyal customers of their brand.

The product is well known among the customers but still, LG and Samsung are the
competitors of the company.

1. BIBLIOGRAPHY

Marketing management- Philip Kotler

2. WEBLIOGRAPHY
www.videoconworld.com
www.videocon.com
www.wikipedia.org

3. NEWSPAPER
Business World
Business Today

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