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SUBMITTED BY
SHLOK KUMAR
MBA FINAL YEAR (2016-18)
INTRODUCTION
In 1984, Nandlal Madhavlal Dhoot, together with his three sons – Venugopal,
Rajkumar and Pradeep – founded VI in technical collaboration with the Japan based
Toshiba Corporation.
The headquarters of Videocon is in Mumbai , India and its chairman Mr. Venugapal
Dhoot.
Videocon Industries Ltd. is a public company and their products are consumer
durable goods, mobile phones, electronics gadgets , home appliances etc.
OBJECTIVE OF THE STUDY
To have an overview of Videocon.
Research Problem
The principle cause behind this project is to know that to what level customers are enjoying and aware of
Videocon TV offered by the company and what further improvement can be done in future in this area so as to
get brand awareness.
And the second principle cause behind this project is know that to how to analyze the impact of 4Ps on
customer satisfaction level towards Videocon durable goods.
Signification
This hand on experience helps him in identifying the critical factor of changing consumer
perception.
It provides a feedback to the organization about their sales schemes and what impact dose it has on
the consumer.
It helps the firm acquire a better understating of the buyer thinking.
RESEARCH METHODOLOGY
SCOPE OF STUDY
For the purpose of the study I have been taken in to consideration the customers
dealers and retailers of mainly LED TV. Among them I have selected 100 Customers
and 50 dealers/retailers as sample.
PERIOD OF STUDY
This study has been carried out for a maximum 45 Days.
AREA OF STUDY
This study was done in VARANASI.
NATURE OF DATA
Both primary and secondary data are used in the completion of this report.
PRIMARY DATA
Primary data is collected from the direct customers as well as dealers/retailers .
CONTINUED….
SECONDARY DATA
Company Internal Site
Annual reports
Websites
Exit Interview’s Forms
Magazines
SAMPLE SIZE
The sample size is 150.
CONTINUED….
QUESTIONNAIRE
Close ended questionnaire has been used.
METHOD OF SAMPLING
The sampling method has been used is convenient
sampling methods to identify the sample respondents.
1. By calculating the display share we found that in most of store VIDEOCON has
24% display share almost all categories.
2. By the actual monthly sale of particular store we came to know the capacity of the
store and how much product can they sale.
4. We also came to know while visiting the shops that there was big problem of after
sale service.
5. Many dealers were facing the problem of after sale service because there is no
follow up calls from VIDEOCON.
CONTINUED….
CUSTOMER SURVEY FINDINGS
1. Secondary supports play an important role in the customer’s mind and create
awareness among the customers. The secondary support includes Demonstration,
Exhibition & Even Sponsors.
2. From the survey it was found out that the majority of customers don’t buy consumer
durables from exhibitions. They just visit the exhibitions to see the co. latest model.
3. They want to buy from the online portal. For them service is important. Beside
convenience and other factors service is key factor.
4. Also majority of customers do not want any financing scheme for purchasing the
durables.
5. There was heavy rush on weekends so large numbers of ISD’s were appointed that
day. Also the live demo calls help in selling. Exchange offers also generate sale.
SUGGESTIONS
To identify regions where promotions are required.
To strengthen and maintain & its leadership status, the Videocon group has
clearly charted out its course for the future.
Come out with state of the art, feature packed affordable and competitive
advantageous products.
CONTINUED....
Set Benchmarks for growth.
Improve up on distribution channels for viable coverage of the market.
Wear out competition through trend setting, inimitable tactical moves based on
our infrastructure strengths.