A Project Report of SIP On

Shopping Experience of Customerreference to Pune City.

Submitted in partial fulfillment of

Bachelor of Business Administration to

Pune University, PUNE

Submitted By

Akanksha singh
BBA Speciali ation! "ar#etin$

Under t%e supervision of

rs.A!hilasha sharma
Submitted &%rou$%!'

Bala"i college of arts# commerce and science

$EC%A&A'()*

I A#an#s%a sin$% %ere by declare t%at project Entitled (Shopping Experience of Customer&eference to Pune City is t%e outcome of my researc% )or#* No part of t%is researc% %as been submitted earlier to any institution or University for t%e a)ard of any ot%er +e$ree,+iploma* &%e sources of material, data used in t%is study %ave been ac#nolo)le$ed*

+ate! ' Place! ' Pune

A#an#s%a sin$% -Researc%er.

AC+*),%E$-E E*'

I )is% to e/press my $ratitude to "r*Rajnis% #aus%al for providin$ all t%e facilities re0uired completin$ t%e project and providin$ me an opportunity carry out my Interns%ip project as a partial fulfillment for t%e B*B*A*de$ree*

I initially t%an# my researc% $uide "rs*Ab%ilas%a s%arma project %ead for %er untirin$ devotion, noble $uidance, valuable su$$estions and above all continuous encoura$ement, )%ic% %as played an important role in t%e completion of t%is researc%*

Place!'Pune +ate! '

A#an#s%a sin$% -Researc%er.

CE&'(.(CA'E

I %ereby certified t%at t%is project )or# entitled ( Shopping Experience of Customer-&eference to Pune City submitted by A#an#s%a sin$% to Pune university, pune for t%e a)ard of de$ree in (Bac%elor of Business Administration1 -BBA. in t%e faculty of "ar#etin$, is ori$inal researc% )or# carried out under my sufficiently %i$% standard to )arrant its submission to t%e University for t%e a)ard of said de$ree* No part of t%is researc% %as been submitted earlier to any institution or University for t%e a)ard of any ot%er +e$ree,+iploma*

&%e assistance and t%e %elp rendered to t%e researc%ers durin$ t%e course of %is investi$ation in t%e form of basic source materials and information %ave been duly ac#no)led$ed*

Principal Pune +ate!

"rs*Ab%ilas%a s%arma 2uide

CONTENTS

No 1 2 3 4 $ & ) + , 1/ The

Chapter Executive Summery Company Profile Product Profile ther !ar"et Player#

Page no.

%e#earch !ethodology 'ata (naly#i# S* T (naly#i# Conclu#ion -i.liography 0ue#tionnaire

Chapter /

EXECUTIVE SUMMARY

E0EC1'(2E S1

A&3

&%e Indian consumer durables industry %as )itnessed a considerable c%an$e in t%e past couple of years* 3%an$in$ lifestyle, %i$%er disposable income coupled )it% $reater affordability and a sur$e in advertisin$ %as been instrumental in brin$in$ about a sea c%an$e in t%e consumer be%avior pattern*

&%is industry consists of durable $oods used for domestic purposes suc% as televisions, )as%in$ mac%ines, refri$erators, micro)ave ovens, mobile p%ones etc* &%e $ro)t% in t%e consumer durables sector %as been driven primarily by factors suc% as t%e boom in t%e real estate 4 %ousin$ industry, %i$%er disposable income, emer$ence of t%e retail industry in a bi$ )ay coupled )it% risin$ affluence levels of a considerable section of t%e population*

As per a survey conducted by 5I33I on t%e Indian consumer durables industry, a s%ift in consumer preferences to)ards %i$%er'end, tec%nolo$ically advanced branded products %as been 0uite discernable*

)B4EC'(2ES ). '5E S'1$36

+ifferent 3ompanies,brands are available in t%e consumer durable mar#et to customers li#e Sony, Samsun$, 62, P%ilips, Panasonic etc* Sony is t%e leadin$ brand name in t%e consumer durable mar#et* &%e final decision of transaction is totally depend on t%e consumer, consumer may %ave different perception for %is satisfaction for particular brand and company %as to fulfill consumer7s re0uirement* 8ence t%e concerned project is underta#en!'

 &o analy e t%e customer7s re0uirement* &o study t%e 3ompetitor7s service attitude of staff member to customers* &o find out t%e stren$t% and )ea#ness of competitors* &o provide t%e better services 4 try to built t%e credibility in t%e consumer* &o #no) t%e opinion 4 su$$estions of customers*

(*$1S'&3 C%ASS(.(CA'()*

&%e consumer durables industry can be broadly classified as consumer electronics and consumer appliances* &%e consumer appliances cate$ory can be furt%er se$mented as )%ite $oods and bro)n $oods*

9it% a presence spannin$ :; countries, Sony %as not only touc%ed t%e lives of millions but also %as made a difference in t%eir lifestyles* <isit Sony across t%e )orld and discover %o) a name, synonymous )it% tec%nolo$y, %as $iven a totally ne) dimension to entertainment*

&%rou$%out t%e )orld today, Sony stands for innovation, state of t%e art tec%nolo$y and superior 0uality* 6eadin$ into its ne/t fifty years, Sony7s vision is to offer people e/citin$ ne) products and ne) lifestyles and remains committed to t%e c%allen$e of creatin$ and reali in$ t%ese dreams*

Chapter 7

COMPANY PROFILE

C) PA*3 P&).(%E

In a burnt'out department store in &o#yo in =>?;, just after 9orld 9ar II, "asaru Ibu#a and A#io "orita, runnin$ a company t%en #no)n as &o#yo &sus%in @o$yo -&o#yo &elecommunications En$ineerin$., attempted to produce a simple electric rice coo#er* It did not )or# too )ell, but it #ic#ed'off t%eir desire to produce products for everyday life*

In =>AB, t%e company name )as c%an$ed to Sony 3orporation and since t%en, Sony %as become one of t%e most reco$nised brand names in t%e %istory of t%e modern )orld* 5rom t%e outset, Ibu#a and "orita strove to develop e/citin$ products to fulfill people dreams* 5rom its first transistor radio in =>AA, to t%e &rinitron, 9al#man, Betacam, 8andycam, t%e 3ompact +isc and t%e floppy disc *Sony %as continually made t%in$s better, smaller and more innovative t%an ever t%ou$%t possible*

Sony 3orporation no) spans a ran$e of industries includin$ audio visual electronics, information tec%nolo$y, broadcast, telecommunications, entertainment, satellite broadcastin$ and even insurance and finance*

&%rou$%out t%e )orld today, Sony stands for innovation, state of t%e art tec%nolo$y and superior 0uality* 6eadin$ into its ne/t fifty years, Sony7s vision is to offer people e/citin$ ne) products and ne) lifestyles and remains committed to t%e c%allen$e of creatin$ and reali in$ t%ese dreams*

Sony in (ndia
Sony is not ne) to India* 9%et%er it )as t%e television, or t%e )al#man, a Sony al)ays remained a must in t%e )is% list of any Indian, returnin$ %ome from abroad &%is love for t%e

brand culminated in a ne) relations%ip )%en inspired by a reform friendly Indian business environment, Sony 3orporation decided to set up a =CCD subsidiary called Sony India on =;t% Eanuary =>>A*

C) PA*3

(SS()*

Sony India focused to)ards ma#in$ a difference in t%e lifestyles in t%e Indian mar#et and open up ne) vistas of entertainment in t%e country* Sony India remains committed to)ards offerin$ ne) a$e tec%nolo$y and di$ital concepts )%ile )or#in$ %and in %and )it% t%e Indian industry to produce and sell e/cellence* &%eir consistent commitment to)ards service %as brou$%t t%e company 0uite closer to t%e Indian customer*

Chapter8

PRODUCT PROFILE

P&)$1C' P&).(%E

Basic Consumer $ura!les6

Flaunt your Cyber-shot

"a#e %eads turn )it% t%e smart Sony 3yber's%ot* 9it% c%ic colours to c%oose from, t%is trendy camera lets you capture your special moments in style*

Experience the Real Entertainment

5eel true picture, pure sound 4 smoot% action )it% Sony BRA<IA 63+ &<*

Dress up with VAIO CS

<AIO 3S is an e/traordinary blend of ele$ance, fun and %i$% performance )it% its irrestible colour ran$e and mystic features*

Chapter 9

THE OTHER MARKET PLAYERS

C) PE'(')&:S P&).(%E

&%e @orean company Samsun$ %as $ro)n to become one t%e )orld7s leadin$ electronic companies, speciali in$ in di$ital appliances and media, semiconductors, memory and system inte$ration* &oday Samsun$7s innovative 4 top 0uality products 4 processes are )orld reco$ni ed*

&%e di$ital a$e %as brou$%t revolutionary c%an$e F and opportunity F to $lobal business, and Samsun$ %as responded )it% advanced tec%nolo$y, competitive products, and constant innovation*

Samsun$, see every c%allen$e as an opportunity and believe t%at it is perfectly positioned as one of t%e )orldGs reco$ni ed leaders in t%e di$ital tec%nolo$y industry* Its commitment to bein$ t%e )orldGs best %as )on t%e No*= $lobal mar#et s%are for =: products, includin$ semiconductors, &5&'63+s, monitors and 3+"A mobile p%ones* 6oo#in$ for)ard, and ma#in$ %istoric advances in researc% and development of its overall semiconductor line, includin$ flas% memory and non'memory, custom semiconductors, +RA" and SRA", as )ell as producin$ best'in'class 63+s, mobile p%ones, di$ital appliances, and more*

&%e %istory of 62 Electronics %as al)ays been surrounded by t%e companyGs desire to create a %appier, better life*

62 Electronics )as establis%ed in =>AB and %as since led t%e )ay into t%e advanced di$ital era t%an#s to t%e tec%nolo$ical e/pertise ac0uired by manufacturin$ many %ome appliances suc% as radios and &<s*

62 Electronics %as unveiled many ne) products, applied ne) tec%nolo$ies in t%e form of mobile devices and di$ital &<s in t%e H=st century and continues to reinforce its status as a $lobal*

P&)$1C' P&).(%E

P&)$1C' P&).(%E

REFRIGERA OR * Side by Side Refrigerator * Frost Free Refrigerator * Direct Cool Refrigerator

!AS"I#G $AC"I#E * * * * * * Dish Washer Steam Washer Dryer Washer Dryer Front Load Washing Machine Top Load Washing Machine Semi Automatic Washing Machine

$ICRO!AVE OVE# * * * * Solar Dom Microwa e Con ection Microwa e !rill Microwa e Solo Microwa e

E%EVISIO# * * * * 63+ &< Plasma &< Ultra Slim &< 5lat &<

5ome theatre

CO$&' ER &ROD'C S * * * * * "oteboo# $C Des#top $C Monitor %ptical Storage De ices $ro&ector

)B(%E P5)*E * 'M()) * Coo#ie * Secret * 'C**) * Dynamite * All Rounder

E%EVISIO#
. LCD T+ . $lasma T+ . ,ltra Slim T+ . Flat T+

Home theatre

CO$&' ER &ROD'C S

. "oteboo# $C . Des#top $C . Monitor . %ptical Storage De . $ro&ector

ices

$O(I%E &"O#E

. 'M()) . Coo#ie . Secret . 'C**) . +iewty . Dynamite . All Rounder

C5AP'E& ;

RESEARCH METHODOLOGY

&ESEA&C5

E'5)$)%)-3

$ata Collection
&%e project consisted of analysis of performance of t%e several consumer durable brands* In t%is particular project fundamental researc% )as also carried out )%ic% attempted to e/plore #no)led$e t%rou$% met%ods li#e personal interaction )it% t%e customers* &%e re0uired information for t%e project )as $at%ered t%rou$% t%e follo)in$ )ays!'

Primary $ata6 &%e information provided by t%e customer 4 staff members* &%rou$% t%e personal interaction )it% t%e %elp of 0uestionnaire*

Secondary $ata69ebsites of consumer durable brands* 6i#e Sony, Samsun$, 62 etc*

%( ('A')*S ). '5E S'1$3

=.

&ime constraint serves as t%e main limitation for t%e study* As t%e project study is vast nature and customer %as less time to $ive ans)er*

H.

6an$ua$e barrier is also a bi$ limitation for customer as )ell as intervie)er*

:.

Study is area specific*

Chapter <

DATA ANALYSIS

Based on t%e data collected from t%e different respondents t%e collected data )as analy ed and )as e/pressed by means of $rap%ical interpretation*

Shop =ise (nter>ie= of Customer

No*

6ocation

+uration

Ac%ievement -No* of intervie). :H

C=

P%oeni/ mar#et city mall 3roma -Aund%. 62 s%o)room-#ore$aon par#. Samsun$ s%o)room-#alyani na$ar.

CB,==,=:to =;,==,=: =B,==,=: to H?,==,=: HA,==,=: to C=,==,=: C=,=H,=: to C:,=H,=:

CH

;C

C: C?

?B HC

&%e survey )as conducted )it%in t%e city of pune )%ere t%e city $eo$rap%y )as defined t%rou$% t%e $iven $rap%*

60

50

40

30

20

10

0 PHOENIX MALL(SONY) CROMA(AUNDH) L! "#o$%oo&('() Sa&")n* ('al+an,na*a%)

0 -..to.6-.. 32 60 4 20

. -..to24-.. not alloted 60 not alloted

2/-..to30-.. not alloted 4 not alloted

0.-.2to03-.2 not alloted not alloted 20

1SP:S ). '5&EE

A4)& B&A*$S

Name of company
1ocation 2i#e Service attitude Pricing 2i#e Profe##ionali#m 0uality 2i#e Product availa.ility 4nformation #upport 5no2ledge of a #taff Staff availa.ility 3ood Excellent -e#t Excellent Excellent -e#t -e#t -e#t 3ood 3ood 3ood (verage Poor Poor 3ood 3ood (verage 3ood Excellent -e#t (verage (verage 3ood -e#t Poor 3ood 3ood

C) PA&A'(2E S'1$3 ). '5E 8 B&A*$S

+//

)//

&// -rand e6uity. $// 5no2ledge of #taff 4nfo. Support2i#e Product avali.ility 4// Profe##ionali#m 0uality 2i#e Price 2i#e 3// 1ocation 2i#e Service attitude 2//

1//

/ Sony Sam#ung 13

Chapter ?

SWOT ANALYSIS

S,)' A*A%3S(S ). S)*3 AS PE& (*'E&2(E,

STRENGTH :

Sony %as build up a $ood brand ima$e 4 customer loyalty by %is service 4 0uality*

Same price in all over in India is also a $reat attraction for customer* Service )ise Sony is t%e best amon$ all %is competitors, s%ops ambience, environment and location is very convenient* &o provide better service Sony conducts t%e Service camp 4 &rainin$ and #eep its employee update*

WEAKNESS:
As Sony is a costly brand and t%is %i$% price factor is not affordable to Indian customer*

OPPORTUNITY:

Sony is leadin$ brand in consumer durable mar#et because of its better service and 0uality* It %as a professionalism, $ood service attitude and #no)led$eable staff and employee* Because of #een foresi$%tedness of future demand and customer perception, Sony can beat all t%e competitors*

THREATS:

&%ere are some major brands li#e Samsun$, 62 )%ic% are providin$ t%e $ood 0uality products at affordable price #eepin$ in vie) t%e Indian consumer and t%is factor is raisin$ t%e competitors*

Chapter @

CONCLUSION

C)*C%1S()*

Accordin$ to researc% of :C days in Sony India ltd, it reveals t%at Sony is real as )ell as a $reat leader in electronic and consumer durable* Sony is masters in Bravia 63+ &<I 3yber s%ot camera, and vaio noteboo#s* Sony %as credibility in t%ese products*

 Sony as a brand is so popular in ric% class peopleI t%ey t%in# it is not%in$ but a status symbol* Sony is facin$ tou$% competition )it% Samsun$ 4 62 because of reasonable price 4 0uality* But )%en considered service attitude, one pricin$ policy, promotion policy, 0uality of a product, professional appearance 4 #no)led$e of staff re$ardin$ product features and function, Sony is far a%ead from Samsun$ 4 62* Sony plays a vital role in consumer durable mar#et*

Chapter A

BIBLIOGRAPHY

B(B%()-&AP53

=* &%e information provided by t%e customer*

H* &%rou$% t%e personal interaction )it% t%e %elp of 0uestionnaire*

:* 9ebsites of consumer durable brands* 6i#e Sony# Samsung# %- etc*

=. 999*2oo$le*com H. 999*Sony*co*in :. 999*Samsun$*com,in

Chapter./B

QUESTIONNAIRE