Chapter 1

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern.

This industry consists of durable goods used for domestic purposes such as televisions, washing machines, refrigerators, microwave ovens, mobile phones etc. The growth in the consumer durables sector has been driven primarily by factors such as the boom in the real estate & housing industry, higher disposable income, emergence of the retail industry in a big way coupled with rising affluence levels of a considerable section of the population.

As per a survey conducted by FICCI on the Indian consumer durables industry, a shift in consumer preferences towards higher-end, technologically advanced branded products has been quite discernable.

OBJECTIVES OF THE STUDY:

Different Companies/brands are available in the consumer durable market to customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the leading brand name in the consumer durable market. The final decision of transaction is totally depend on the consumer, consumer may have different perception for his satisfaction for particular brand and company has to fulfill consumers requirement. Hence the concerned project is undertaken:-

To analyze the customers requirement. To study the Competitors service attitude of staff member to customers. To find out the strength and weakness of competitors. To provide the better services & try to built the credibility in the consumer. To know the opinion & suggestions of customers.

INDUSTRY CLASSIFICATION

The consumer durables industry can be broadly classified as consumer electronics and consumer appliances. The consumer appliances category can be further segmented as white goods and brown goods.

With a presence spanning 36 countries, Sony has not only touched the lives of millions but also has made a difference in their lifestyles. Visit Sony across the world and discover how a name, synonymous with technology, has given a totally new dimension to entertainment.

Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sonys vision is to offer people exciting new products and new lifestyles and remains committed to the challenge of creating and realizing these dreams.

Chapter 2

COMPANY PROFILE

COMPANY PROFILE

In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita, running a company then known as Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked-off their desire to produce products for everyday life.

In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognised brand names in the history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Betacam, Handycam, the Compact Disc and the floppy disc .Sony has continually made things better, smaller and more innovative than ever thought possible.

Sony Corporation now spans a range of industries including audio visual electronics, information technology, broadcast, telecommunications, entertainment, satellite broadcasting and even insurance and finance.

Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sonys vision is to offer people exciting new products and new lifestyles and remains committed to the challenge of creating and realizing these dreams.

Sony in India
Sony is not new to India. Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any Indian, returning home from abroad This love for the brand culminated in a new relationship when inspired by a reform friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on 16th January 1995.

COMPANY MISSION
Sony India focused towards making a difference in the lifestyles in the Indian market and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with the Indian industry to produce and sell excellence. Their consistent commitment towards service has brought the company quite closer to the Indian customer. 5

Chapter3

PRODUCT PROFILE

PRODUCT PROFILE

Basic Consumer Durables:

Flaunt your Cyber-shot

Make heads turn with the smart Sony Cyber-shot. With chic colours to choose from, this trendy camera lets you capture your special moments in style.

Experience the Real Entertainment

Feel true picture, pure sound & smooth action with Sony BRAVIA LCD TV. 6

Chapter 4

THE OTHER MARKET PLAYERS

COMPETITORS PROFILE

The Korean company Samsung has grown to become one the worlds leading electronic companies, specializing in digital appliances and media, semiconductors, memory and system integration. Today Samsungs innovative & top quality products & processes are world recognized.

The digital age has brought revolutionary change and opportunity to global business, and Samsung has responded with advanced technology, competitive products, and constant innovation.

Samsung, see every challenge as an opportunity and believe that it is perfectly positioned as one of the world's recognized leaders in the digital technology industry. Its commitment to being the world's best has won the No.1 global market share for 13 products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, and making historic advances in research and development of its overall semiconductor line, including flash memory and non-memory, custom semiconductors,

DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and more.
7

The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs.

LG Electronics has unveiled many new products, applied new technologies in the form of mobile devices and digital TVs in the 21st century and continues to reinforce its status as a global.

PRODUCT PROFILE

PRODUCT PROFILE
REFRIGERATOR . Side by Side Refrigerator . Frost Free Refrigerator . Direct Cool Refrigerator

2.0 Company Overview of WALTON

R.B Refers to Rezvi and Brothers S. M Nurul Alam Rezvi S. M Shamsul Alam S. M Ashraful Alam S. M Mahbubul Alam S. M Rezaul Alam Brand of R.B Group: Walton, Marcel

: Managing Director : Director : Director : Director : Director

Products of Walton and Marcel: Refrigerator & Freezer Motorcycle Air conditioner Television (CRT, LCD) DVD Player Microwave & Steam Oven Domestic and Industrial Generator Manganese & Alkaline Battery

 Upcoming Project: Mobile Phone, Computer LCD Monitor, LED TV, Laptop, Car etc. Walton Hi-Tech Industries Ltd. - A sister concern of R.B Group is the pioneer of Television, Refrigerator, Freezer, Air Conditioner and Motorcycle Manufacturing Technology in Bangladesh. R. B. Group is the country's top business Group in electrical and electronics, Automobiles, and Home appliances using the brand name WALTON. The company has been running its business with a great reputation since 1977 Establishment of Walton HIL to Manufacture Refrigerator & Freezer, Air Conditioner and Motorcycle etc. in Bangladesh is a milestone in the path of success and reputation of the brand WALTON. Walton HIL has introduced first advanced research and manufacturing technologies and equipments for household & commercial Refrigerator & Freezer, Motorcycle and Air Conditioner etc. in Bangladesh. Walton HIL is furnished with strong Research & Development (R&D) Division comprising of a large team of dedicated highly skilled engineers & technical personnel from home and abroad. Walton Hi-Tech Industries Ltd. has its own Mold & Die making section, high precision molds & dies are made by the help of the state-of-the-art VMC, CNC Wire-Cut, EDM etc. machines. The company has three Poly Urethane Foaming Plants, three Thermoforming (Vacuum forming) Units; highly equipped Metal Forming Units with Powder Coating, Nickel-Chrome Plant & Die-Casting Section, and Robot operated Injection Plastic Molding Plant, Highly equipped Test Lab, Printing & Packaging Section etc. Walton HIL always emphasizes on supreme priority in achieving customer satisfaction. The company always ensures product quality and renders the innovative latest technologies in its products. It has a complete experienced professional engineering team combined with both home and abroad to serve the valued customers.

Company Profile: Company Name: Business Type: Product/Service(We Sell): Product/Service(We Buy): Address: Brands: Number of Employees: Ownership & Capital Year Established: 2006 Registered Capital: US$10 Million - US$50 Million Ownership Type: Corporation/Limited Liability Company Legal Representative/Business Walton Hi-Tech Industries Limited Owner: Trade & Market Eastern Europe Africa Oceania Mid East Eastern Asia Western Europe US$5 Million - US$10 Million 91% - 100% US$5 Million - US$10 Million Walton hi-tech industries ltd. Manufacturer, Trading Company Television, Refrigerator, Freezer, Motorcycle Television, Refrigerator, Freezer, Motorcycle 10,Dilkusha C / A Dhaka-1000 Walton Above 1000 People

Main Markets:

Total Annual Sales Volume: Export Percentage: Total Annual Purchase Volume: Factory Information Factory Size: QA/QC: No. of Production Lines: No. of R&D Staff: No. of QC Staff: Contract Manufacturing:

50,000-100,000 square meters No Above 10 41 50 People 51 60 People OEM Service Offered Buyer Label Offered

2.1) VIDEOCON - A Vibrant Enterprise

The Videocon group emerges as a USD 2.5 Billion global congolomerate continuing to set trends in every sphere of its activities from a conference room sized assembly line in 1979.

Today the group operates through 4 key sectors:

Consumer Electronics, Home Appliances & Compressor manufacturing in India

We enjoy a pre-eminent position in terms of sales and customer satisfaction in many of our consumer products like Colour Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. Refrigerator manufacturing is further supported by our inhouse compressor manufacturing technology in Bangalore.

Display industry and its components

With the Thomson acquisition Videocon has emerged as one of the largest Colour Picture tube manufacturers in the world operating in Italy, Poland and China, continuing to lead through new innovative technologies like slim CPT, extra slim CPT and High Definition 16:9 format CPT.

Colour Picture Tube Glass

Videocon is one of the largest CPT Glass manufacturers in the world with a high level of experience 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.

Oil and Gas

An important asset for the group is its Ravva 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 sector globally.

CHAPTER 5

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Data Collection
The project consisted of analysis of performance of the several consumer durable brands. In this particular project fundamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers. The required information for the project was gathered through the following ways:-

Primary Data: The information provided by the customer & staff members.

Through the personal interaction with the help of questionnaire.

Secondary Data:Websites of consumer durable brands. Like Sony, Samsung, LG etc.

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LIMITATONS OF THE STUDY

1)

Time constraint serves as the main limitation for the study. As the project study is vast nature and customer has less time to give answer.

2)

Language barrier is also a big limitation for customer as well as interviewer.

3)

Study is area specific.

14

Chapter 6

DATA ANALYSIS

4.3) Diagrammatical representation and analysis

Q.1 Do you have a refrigerator??

Yes No

95 05 Percentage of people who have a refrigerator and who do not

Interpretation of the result:

Above pie chart shows that among 100 samples-: 95% people have a refrigerator at their home. 05% people do not have a refrigerator at their home.

Q.2 Which type of refrigerator do you have??

Frost Free(Double Door) 74

Direct Cool(Single Door) Total

21 95

Percentage-type of refrigerator

Interpretation of the result

Above pie chart shows that among 95 samples-: 78% people have a frost-free refrigerator at their home. 22% people have direct cool refrigerator at their home.

Q.3 Is it necessary to buy a Frost Free Refrigerator?? Yes 17

No Total

83 100

Percentage- Necessary to buy a Frost Free Refrigerator

Interpretation of the result

Above pie chart shows that among 100 samples-: 17% people find it necessary to refrigerator. 83% people do not have a refrigerator at their home.

Q. 4 Which brand of frost-free refrigerator you have at your home?

LG Videocon Samsung Whirlpool Others Total

30 20 15 20 10 95

Consumers choice of brand (of those that owns refrigerator)

Interpretation of the result

Above pie chart shows that among 100 samples, 95 consumers owns refrigerators and among 95 samples-:

Most of the customers use LG, Videocon or Whirlpool. Together they constitute ~80% of the market

Q. 5 Which are factors mostly affecting your refrigerator buying decisions?

Factors Price Brand Features Customer Scheme Dealer Recommendation Previous Experience Others

All 24% 18% 16% 12% 4% 14% 12%

LG 27% 20% 13% 8% 4% 12% 16%

Videocon Whirlpool Samsung 25% 22% 11% 10% 6% 10% 14% 20% 27% 11% 10% 8% 8% 14% 18% 22% 18% 8% 4% 15% 15%

Others 26% 14% 20% 12% 6% 10% 10%

Factors affecting buying decisions For All Refrigerators

Interpretation of the result

Price and Brand are the two major reasons for buying Refrigerators Dealer Recommendations are quite ineffective in pushing sales

Factors affecting buying decisions For LG Refrigerators

Interpretation of the result

Price and Brand are the two major reasons for buying LG Refrigerators Dealer Recommendations are quite ineffective in pushing sales

Factors affecting buying decisions For Videocon Refrigerators

Interpretation of the result

Price and Brand are the two major reasons for buying Videocon Refrigerators Dealer Recommendations are quite ineffective in pushing sales

Factors affecting buying decisions For Whirlpool Refrigerators

Interpretation of the result

People buy Whirlpool refrigerators as it is a well known Brand Price comes as distant second as a reason for sales of whirlpool refrigerators Dealer Recommendations are also quite effective in pushing sales

Factors affecting buying decisions For Samsung Refrigerators

Interpretation of the result

Price, Brand and Features are three major reasons for buying Samsung Refrigerators Previous experience of the customers with the brand also pushes the sales

Factors affecting buying decisions For Other Refrigerators

Interpretation of the result

Price (Low) is the major reason for buying Refrigerators in Others category Features provided by the company also pushes the sales in Others category

Q. 6 What type problems you mostly faced in refrigerator? Factors Cooling Capacity Services Voltage Leakage Noise Others All 26% 19% 17% 7% 8% 8% 18% LG 29% 18% 15% 6% 6% 10% 18% Videocon Whirlpool Samsung 28% 19% 14% 7% 9% 7% 17% 22% 25% 13% 8% 10% 6% 16% 21% 19% 21% 5% 7% 12% 18% Others 28% 12% 22% 10% 8% 8% 12%

Problems faced For All Refrigerators

Interpretation of the result

Cooling and Capacity are the two major problems with all Refrigerators Bad after sales services and Noise are also major problems faced with all Refrigerators Problems faced For LG Refrigerators

Interpretation of the result

Cooling and Capacity are the two major problems with LG Refrigerators Bad after sales services and Noise are also major problems faced with LG Refrigerators.

Problems faced For Videocon Refrigerators

Interpretation of the result

Cooling and Capacity are the two major problems with Videocon Refrigerators Bad after sales services and Noise are also major problems faced with Videocon Refrigerators

Problems faced For Whirlpool Refrigerators

Interpretation of the result

Cooling and Capacity are the two major problems with Whirlpool Refrigerators Bad after sales services and Noise are also major problems faced with Whirlpool Refrigerators

Problems faced For Samsung Refrigerators

Interpretation of the result

Cooling and Services are the two major problems with Samsung Refrigerators Capacity is also a major problem faced with Samsung Refrigerators

Problems faced For Other Refrigerators

Interpretation of the result

Cooling and Services are the two major problems with Refrigerators in Others category Capacity is also a major problem faced by Refrigerators in Others category

Q.7 What types of scheme do you preferred?

Discount on Prices Gifts & prices Scratch Cards Exchanging Offers Total

49 9 3 39 100

Interpretation of the result

Discount on prices and exchanging offers are the two mostly preferred schemes by the people. It is followed by the gifts & prices and Scratch card schemes.

Q. 8 In your opinion which brand of Frost Free Refrigerator (Double Door) is best? LG 24

Videocon Whirlpool Samsung Others Total

26 30 10 10 100

Best Frost Free Refrigerator

Interpretation of the result

Whirlpool Refrigerators are perceived as the best Frost Free Refrigerator Its followed by Videocon and LG in popularity

Q.9 In your opinion which brand of Direct Cool (Single Door) Refrigerators are best? LG Videocon 23 28

Whirlpool Samsung Others Total

28 11 10 100

Best Direct Cool Refrigerator

Interpretation of the result

Whirlpool Refrigerators and Videocon refrigerators are perceived as the best Direct Cool Refrigerator. Its followed by LG and Samsung.

Q.10 In terms of capacities, which categories do you prefer most? 185,235, 270, 215 Ltrs. Ltrs. Total 100
Percentage-Refrigerator capacity

76

240, 260, 290, 320, 350, 390 24

Interpretation of the result

76% people prefer 240-390 Ltrs. Capacity refrigerators. 24% people prefer 185-215 Ltrs. Capacity refrigerators.

Chapter 7

SWOT ANALYSIS

SWOT ANALYSIS OF SONY AS PER INTERVIEW

STRENGTH :

Sony has build up a good brand image & customer loyalty by his service & quality.

Same price in all over in India is also a great attraction for customer. Service wise Sony is the best among all his competitors, shops ambience, environment and location is very convenient. To provide better service Sony conducts the Service camp & Training and keep its employee update.

WEAKNESS:
As Sony is a costly brand and this high price factor is not affordable to Indian customer.

19

OPPORTUNITY:

Sony is leading brand in consumer durable market because of its better service and quality. It has a professionalism, good service attitude and knowledgeable staff and employee. Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors.

THREATS:

There are some major brands like Samsung, LG which are providing the good quality products at affordable price keeping in view the Indian consumer and this factor is raising the competitors.

20

Chapter 8

CONCLUSION

CONCLUSION

According to research of 30 days in Sony India ltd, it reveals that Sony is real as well

as a great leader in electronic and consumer durable.

Sony is masters in Bravia LCD TV; Cyber shot camera, and vaio notebooks.

Sony has credibility in these products.

Sony as a brand is so popular in rich class people; they think it is nothing but a status

symbol.
Sony is facing tough competition with Samsung & LG because of reasonable price &

quality.
But when considered service attitude, one pricing policy, promotion policy, quality of

a product, professional appearance & knowledge of staff regarding product features and function, Sony is far ahead from Samsung & LG.

 Sony plays a vital role in consumer durable market.

Chapter 9

BIBLIOGRAPHY

BIBLIOGRAPHY

1. The information provided by the customer.

2. Through the personal interaction with the help of questionnaire.

3. Websites of consumer durable brands. Like Sony, Samsung, LG etc.

1) WWW.Google.com 2) WWW.Sony.co.in 3) WWW.Samsung.com/in

Chapter.10

QUESTIONNAIRE