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CHAPTER I
INTRODUCTION
1.1 Introduction
Music music is heard every where in the universe nature
is itself a replica of music we hear music in rain, storms, birds,
flowing water, buzzing wind etc. Life in present day world is full
of tensions. Music has proved that tensions and different types
of diseases are cured by it.
In the world of entertainment music plays a vital role.
Past from so many decades music has been prominently
recognized as an important means of entertainment. In olden
days music was played in different techniques such as bamboo
sticks, canes strings etc. They were the only way by which
people used to play music and enjoy.
As the days passed, people started developing, even their
style of living were developed. They started using different
types of instruments such as tabala, veena guitar, tamboori
flute etc.
Tansen, Surdas, were the great musicians in those days,
but now many of them have really listended to their music, this
was because there were no music medias in those days.
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To over come such drawbacks, in the mid of 17 th and 18 th
century, due to science and technology music system such as
transistors, radios, gramophones, were invented. During 20 th
century there was a rapid growth in industrial development
science and technologies were changed. New technologies
were adopted and tape recorders decks music system were
developed few years age.
But now there are many types of audio systems available
in the market consumers all wants and demands were fulfilled
by many industries and companies, even more sophisticated
technologies were used then CD players, MP3, Walkman were
invented recently.
In this project work- I am going to deal with CAR AUDIO
SYSTEMS. As a real admires of music, I choose SONY CAR
AUDIO SYSTEMS because of true and dedicated efforts to
develop music they have got music company named SONY
MUSIC.
1.2 Objectives of the Study
To analyse the factor influencing in selection of Sony
car audio system.
The analyse the purchasing behaviour of the
consumer.
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To determine the profile of premium car audio
system users.
To find out brand awareness of Sony car audiosystem.
To know the market share of Sony car audio system
in the Davangere.
To compare the performance of Sony car audio
system with other car audio system.
To offer/give suggestions to the company based on
survey data.
1.3 Methodology
Data collection method : In this method both primary and
secondary data has been collected. Primary data has been
collected by administrating a well structured questionnaireamong the selected responded these respondent selected
randomly by applying simple random sampling etc.
Secondary data has been collected by referring
magazines, newspapers, journals and from website.
A. Research Design
Questionnaire has been prepared and distributed to
different groups and segments if people and then collected and
classified them according to their age education, occupation,
income groups, even the interviews are done in the some way.
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From the data collected statistical representation has been
drawn according to their percentage efforts have been made to
analyse the taste and preferences of different groups of peopleregarding Sony car audio system.
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Statistical Tools Used
Calculations of percentages, tabulation table, graphs
frequency distribution bar graph pie chart is the technique usedto interpret the data and analyze them.
At the end according to survey analysis and findings some
suggestions and conclusion are drawn to increase the sales and
marketing performance of the Sony car audio systems.
1.4 Scope of the Study
The scope of the study has been confined to Sony car
audio systems. Davangere city has been selected for the
purpose the study which is commercially and educationally well
developed and in Davangere city we can sea more number of
rich class people.
The study has been conducted to know the marketing and
consumer behavior towards the Sony car audio system.
As in todays electronic world there are so many different
types of audio systems, for different companies.
The consumer may find it difficult to select the systems.
This study may help the consumers to make this selection
easy.
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This study may be helpful for the Sony company dealer in
making decisions depending on the survey conducted by
interviews.
As the study includes field work, we are able to know how
if different groups of people react to different types of car audio
music systems.
1.5 Limitations
Despite of all possible efforts to make analysis
comprehensive and scientific a study of this kind is bound to
have some limitations they are:
The study of marketing of car audio system is confined
to Davangere only because of time constraint.
The study is restricted only to 100 users of Sony caraudio systems.
There may be some bias by respondents while
answering.
The data collected are assumed to be factual.
The finding may not remain for very long time because
it is not possible to control the demographic changes in
the consumer profile.
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CHAPTER II
COMPANY PROFILE
2.1 History
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, attempted to
produce a simple electric rice cooker. It didnt 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
recognized brand names in the history of the modern world,
Sony derived from the Latin word Sonus, which means sound,
coupled with the English term sonny referring to young boys of
the 1950s was chosen because it was simple, easy to read and
could be pronounced in any language.
Form the outset, Ibuka and Morita strove to develop
exciting products to fulfill peoples dreams. More importantly,
the company was committed to developing products that did
not exist anywhere else, no matter how complicated or
technologically difficult. Form its first transistor radio in 1955,
to the Trinitron, walkman, Betacam, Handycam, the compact
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disc and floppy disc Sony has continually made things better,
smaller and more innovative than ever thought possible.
Sony corporation now spans a range of industries includingaudio visual electronics, information technology, broadcast,
telecommunications, entertainment, satellite broadcasting and
even insurance and finance. It has nearly 1,000 consolidated
subsidiaries, more than 160,000 employees worldwide and in
the 1996/1997 fiscal years, sales hit a record $US46 billion.
Throughout the world today, Sony stands for innovation,
state of the art technology and superior quality. Leading into its
next fifty years, Sony 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 16 th January
1995.
The Company
Mission
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Sony India focused towards making a difference in the
lifestyles in the Indian market and open up new vista of
entertainment in the country.Sony India remains committed towards offering new age
technology and digital concept 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.
The corporate
Sony is synonymous with technological revolutions.
Over the last 53 years, the company has evolved into a
luminous brand with a unique selling proposition technology
innovation and premium quality in the field of hi-tech
entertainment. Today, apart from being personal favourites of
millions, Sony is the also the preferred choice for professional
requirementss. The companys leadership position in the world,
today, is a reiteration of its ability to connect with the
customers mental space.
2.2 New Products Launch
In 1950 Sony launched Japans first G type recorder and
Sony type magnetic tape and stereo phonic sound and
transistor technology were developed and commercialized.
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NORIO ONGA, section manager of the tape recorder
diversion began to push to make reel-to-reel tape recorders
easier to use in 1960.
1951 Developed the stereophonic audio system for the
first stereophonic broadcasting in Japan though NHK.
In 1957 Introduced the world first pocket sized transistor
radio (TR-63).
1960 Marketed the worlds first transistor television
(TV8-301).
1962 Marketed the worlds Smallest and lightest micro TV
(TV5-303).
1963 Launched the worlds first compact transistor video
tape recorder (PV-100).
In march 1968-CBS/Sony records Inc was born capitalized
at 720 millions yen it had been the first foreign-Japanese joint
venture to act as a major worldwide manufacturer of both
hardware and software music.
1969 Compact cassette recorder (TC 50) taken abroad the
Apollo 10 spaceship on its successful mission to the moon.
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1971 Introduced inch U-Matic color video cassette
player.
1977 Marketed the worlds first consumer PCM audio unit.
1979 Marketed the first Walkman personal stereo.
1982 Co-developed compact disc audio technology with
Philips and introduced the first CD player.
1987 Introduced digital audio tape deck ED Beta line of
high quality VTRs launched.
1991 Introduced worlds smallest digital micro recorder
scoopman.
1992 Introduced mini disc (Portable recorder, portable
player, personal system and in dash car stereo player) technical
development of visortron personal LCD monitor.
1999 Super Audio CD, next generation audio carrier AIBO
four legged entertainment robot.
2001 InfostickTM Bluetooth TM module demonstrated at
CES in the US Worlds largest full colour organic EL Display.
Network Handycam IP (DCR-IP7) and new recording format
MICROMV.
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2.3 Global Sony
In 1960 SONAM had created a blend business venture in
US.
In 1970 Sony entered into contracts with super scope Inc,
joint venture agreements and technology transfers IBM and
others companies and set a special forum to fight its law suits
in us.
In Sept 1976 Sony received proposal from its US
advertisement agency for a new beta war advertising campaign.
2.4 Competition
The somewhat silent Indian audio market is set for some
noise with the entry of Kenwood and Akai, Aiwa, Panasonic and
Sansui and this noise could infact, be music to the ears of
consumers, considering that the entry of Koreans into any of the
electronics segment has resulted in a sea change.
Though not major players in the audio market world wide
there is sudden but high decibel activity from them in the Indian
market that could result in more technological enhancement
and innovations in smaller size systems.
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The competition in the audio market has been limited and
hence the activity in this segments has been limited with thecoming on of Koreans expect increased activity which will help it
grow.
The Koreans are playing only in one segment if the audio
market the mini hifi which accounts for 40% of the Rs. 1000-
crore market both the player have come in with a limited range.
Kenwood is focusing on the top 10% of the market with
music system priced above Rs. 12000 it expects the DVD
compatible segment to grow the most they also have come up
with digital built in amplifiers.
The competition among all these results in higher growth
happening in the CD based music system market. As Sony
company deals with all these products i.e., DVD, CD, MP3, they
face very hard competition though they face hard competition
they have 80% share in audio segments.
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CHAPTER III
PRODUCT PROFILE
3.1 Current Car Audio System Market
Though the history of car audio/radio systems can date
back to the introduction of cars as means of personal
transportation system in India, the real growth can be detected
from the early 80s. One of the early entrant in the car audio
systems was pioneer, the systems were available only in grey
market and the price was also low a typical grey market
character. Among the late entrants after 90s were Sony,
Kenwood, and others.
Long distance travel and love for music made people to
install audio systems in their cars which not only reduce their
boredom but also made their journey more lively and less
tiresome. Radios were the early introduction of compact disc
players in the mid 90s which revolutionized the car audio
systems market. A complete audio system constitutes of ahead unit viz. Cassette/CD player, Amplifier and the speaker
system for sound reproduction. Speaker constitute a very
important component of the audio system, these include
woofers, sub-woofers, tweeters and midrange speakers.
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The Indian car audio system market can be categorized
into lower end segment and the premium end segment. The
former is dominated by pioneer systems as they are easilyavailable in grey markets at a very low cost and is of good
quality compared to the locally made speed king systems. The
aesthetics play a vital role in selecting these pioneer systems.
The market for premium end car audio systems is restricted to
major cities only, the demand for these system these pioneer
systems. The market for premium end car audio systems is
restricted to major cities only, the demand for these systems
are very susceptible to a high craze for quality music backed by
purchase power. This segment is high craze for quality music
backed by purchase power. This segment is shared by
Kenwood, Sony, which are officially available in the country.
There is an intense competition between these European and
Japanese manufactures. Sony and Kenwood being the early
invaders are facing a stiff competition from the alpines growing
market share. Many of these have arranged for a strategic
aliance with major car makers to market their products as
standard equipment/fitment in their cars. Kenwood comes as a
original equipment for Mercedes Benz E class, Kenwood comes
with Maruti 1000 lx series and Opel Astra Club where as Sony
comes with Lancer, Corlla as an original equipment.
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3.2 Product Profile of Sony Car Audio System
Sony WX-4500X
CD/Cassette Receiver with CD Changer Controls
Chosse your format and get ready to roll with this comboo
receiver! Sonys WX-4500X fills your Japanese cars oversized
dash opening with great sound from its AM/FM radio, cassettes,
or CDs. Itll even play your CD-R and CD-RW mixes! Whatever
your preference, the music comes through loud and clear with 4
channels of 23 watts RMS power.
Select the perfect contour with EQ7s preset curves and 7-
band equalizer. The Dynamic Soundstage Organizer (DSO)
raises the soundstage of your front door-mounted speakers for
more spacious. Adding an amp/subwoofer combo? The
subwoofer preamp outputs feature a built-in low-pass cross over
(selectable at 78 or 125 Hz, 12 dB per octave) and level
adjustment (-10 to +10 dB), giving you convenient control over
the quality and impact of your bass. Built-in high-pass cross
overs to you remove low bass from the units speaker outputs,
so your vehicles speakers play more efficiently. Optional wired
and wireless remote controls are available.
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Key Features
Multicolor display
7-pattern spectrum analyzer
EQ7 features 7 bands of EQ (+/-10 dB at 62, 157, 396,
1,000, 2,500, 6,300, and 16,000 Hz) and 7 EQ presets
(Vocal, Club, Jazz, New Age, Rock, Custom,
and Xplod)
DSO (Dyanamic Soundstage Organizer) raises and
widens soundstage to improve imaging of poorly-placed
factory speakers.
2-level loudness
Dolby B noise reduction for quiet cassette performance.
tape EQ permits use of metal tapes.
SSIR-EXA tuner
20 FM/10 AM presets
CD changer controls
Custom File-allows titling of up to 110 discs with
compatible CD changer.
Subwoofer preamp outputs (with low-pass crossoverand level control)
Built-in high-pass crossovers on front/rear speaker
outputs.
Plays CD-Rs and CD-RWs
Clock
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Optional remote control
23 watts RMS/50 peak x 4 channels
CD frequency response 10-20,000 Hz
Tape frequency response 30-18,000 Hz
CD signal-to-noise ratio 92 dB
Tape signal-to-noise ratio 67 dB
FM sensitivity 8 dBf
1-year warranty
.SONY XR-CA350X
The XR-CA350X features a bright negative LCD segmented
display, SSIR-EXA Adaptive Reception tuner, and MD/CD
changer control with CD Text. With CD Text, the title, track, and
artist of compatible CDs are displayed on the multi-line graphic
display. The knob encoder lets listioner control the volume and
audio functions by feel, so listioner wont have to take his eyes
off the road. If you like custom-tweaking your sound, youll love
the bilt-in 3 band equlaizer with user-adjustable presets.
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Features
Negative LCD display
CD/MD control
Best Tuning Memory
XM Satelllite Radio Ready
EX7 3-band equalizer
CD Text display
SSIR-EXA Adaptive reception45 x 4 high power
Sony XR-CA650X
The detachable faceplate XR-CA650X features My Best
Position (MBP) that retains three user preset balance and fader
settings for hassle-free operation. Other features include abright a bright flip-down 3-color LCD segmented display, SSIR-
EXA Adaptive Reception tuner, and MD/CD changer control with
Custom File disc titling. With CD Text, the title, track, and artist
of compatible CDs are displayed on the multi-line graphic
display. The knob encoder lets you control the volume and
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audio functions by feel, so you wont have to take your eyes off
the road.
Features
Rotary Encode/Cross key design
Flip-down, detachable feceplate
3-Color LCD display
CD/MD control
My Best Position (MBP)
EQ7 7-band equalizer with 7 user-adjustable presets
Custom File display
CD Text display
SSIR-EXA Adaptive reception
50 x 4 high power
Sony XR-F5100X
Cassette receiver with CD changer controls
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Sonys XR-F5100X cassette receiver takes greata careof
your tapes. The full-logic tape mechanism treats them gently,
while coaxing great-sounding music out of them. For musicaladjustability, EQ3 offers 7 preset tone curves and a 3-band
equalizer. Shape the sound to your liking, and the potent built-
in amp (23.2 watts RMS x 4) will bring it to life.
Dynamic Soundstage Organizer raises the soundstage to
put you in the center of the music. Expand your entertainmentoptions by adding a Sony XM tuner or CD changer. Sony
includes a wireless remote, but you may prefer the gratifying
feel of the Rotary Encoder for making adjustments-just give it a
spin, and youll see what we mean!
Key FeaturesDetachable, fold-down face
Rotary Encoder for easy adjustments
Full-logic, soft-touch controls
SSIR-EXA tuner
18 FM/12 AM presets
Seek tuning
EQ3 (3-band equalizer and 7 preset tone curves)
Dynamic Soundstage Organizer
XM SAtellite Radio Controls (DM subscription, optional
Sony XM tuner, and antenna required to receive the
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satellite radio signal)- service is available only in the
lower 48 states, not available in Alaska, Hawaii, or U.S.
territories.
CD changer controls
Rear preamp outputs with low-pass filter in subwoofer
mode
Wireless remote
Clock
23.2 watts RMS/52 peak x 4channels
tape frequency response 30-18,000 Hz
tape signal-to-noise ratio 61 dB
FM sensitivity 9 dBf
warranty : 1-year
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Chapter-IV
District Profile
4.1 Historical Background:The name "Davangere" is derived from the "DAVANE" which means a
rope in Kannada, used for tying the cattle and horses on the bank of a big lake.
In the year 1811 the name of the small village with about five hundred houses
has changed to DAVANGERE. It is said that Hyder Ali gave it as a Jahgir to a
Maratha Chief named Appajiram who encouraged merchants to settle there.
Important historical monuments of the district, the inscriptions and coins that
belong to the Mauryan period are found in Jaglur taluk of this district.
On 2nd March of 1934, Mahatma Gandhi visited Davangere and laid
foundation stone for a high school. It was not just beginning for educational era
in Davangere but a major mile stone. Today there are 3 Engineering, 3 Medical,
2 Dental, 1 Fine Arts, and
other professional courses
like ayurveda, commerce,science, arts, agriculture,
pharmacy and
polytechnic. Kuvempu
Universitys study center,
PG Center and
Engineering Collage are
in Davangere.
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4.3 DISTRICT AT A GLANCE
Country India
State Karnataka
Headquarters Davanagere
Talukas Davanagere, Harihar, Jagalur,Honnali, Channagiri, Harapanahalli
Population (2011)TotalDensity
1,946,905
850 /sq mi
literacy rate 76.3%
Official Language Kannada
Time zone IST (UTC+5:30)
PIN 577001-006
Telephone code + 91 (08192)
Vehicle registration KA-17
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4.4 INDUSTRIES:
Number of Factories as on (31-03-2006)
Taluk Textiles Chemical Engineering Others Employees
Channagiri 0 1 4 0 75
Davangere 12 5 27 134 5090
Harapanahalli 0 3 0 0 450
Harihar 0 0 13 21 890
Honalli 0 0 0 10 110
Jagalur - - - - -
Total 12 9 40 169 6615
BANKS
Taluk Banks (As on 31-03-2006)
Taluk CommercialBanksGrameenBanks
TotalDeposits(Rs. Inlakhs)
TotalCredits(Rs. Inlakhs)
CreditDepositsRatio
Channagiri 13 1 9223 19751 2312
Davangere 43 10 67466 69618 103
Harapanahalli 4 11 8410 7853 93
Harihar 13 8 16890 22887 135
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Honalli 11 2 9849 14457 147
Jagalur 3 10 5496 6472 118
Total 87 42 117334 140864 120
4.5 SCHOOLS & COLLEGES (As on 31-03-2006)
Taluk PrimarySchools
HighSchools
Pre-University
Colleges
GeneralColleges
EngineeringColleges
MedicalColleges
(includingAllopathy& IndianMedicines)
Polytechnics
Channagiri 321 60 10 1 0 0 0
Davangere 654 146 45 6 3 1 2
Harapanahalli 337 53 11 2 0 0 1
Harihar 252 57 13 2 0 0 0
Honalli 325 40 8 2 0 0 0Jagalur 245 36 9 1 0 0 0
Total 2134 392 96 14 3 1 3
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CHAPTER V
DEALERS PROFILE
5.1Introduction
The Modern Marketing stockiest and restockists play a
very important role from the viewpoint of manufactures. The
dealers play an important role in the distribution channel of
companies products.
Mr, A.S. Basavaraj is the proprietor of the firm Sony
exclusive showroom who distributes Sony products in
Davangere city. Mr. A.S. Basavaraj started (established) Sony
exclusive show room in 27lh December 2006-07 with an
investment of Rs. 8.00,000 the firm is a sole trading concern. He
is a graduate in the field of science. He invested initial capital to
start dealing the Audio, Radio, TV and Handy Cam, the
businesses gradually earned profit. This growth and profitability
made him to expand his business further by taking the
dealership of newly introduced products like, cyber shot. Handy
cam, TV and Laptops of Multinational company like Sony. The
placement of shop is at # 8 and 9. Murugarajendra
Complex Opp. Jayadeva Petrol Bunk, Hadadi Road, Davangere -
577 002 which is the main business center for electronic goods
the promise of the shop is rent oriented.
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A.S. Basavaraj as a Manager of Sony Exclusive showroom.
In this firm 6 salesman is also service man are working
effectively and to the efforts in giving good customer serviceand in maximizing the profit of the firm and to achieve the
organizational goals.
5.2 Organizational Structure of Sony Exclusive Showroom
5.3 Sales Performance
The sales performance of a business of basic function,particularly in a commercial concern. The value as well as the
value of sales and the consequent margin of profit ultimately
gives the size of business pattern of organization the financial
arid personnel promises.
31
ProprietorA.S. Basavarajappa
Sales Executives
Shivashankar Vageesh Mallikarjuna Veeresh
Gopal Yashwanth
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The sales management is the item applied to (he process
of distributing the goods from the producer to (he nllimate user
or consumer. The covers selling advertising, sales promotion. Transporting, landing, financing and risk taking.
Sales management is utmost importance in the firm as the
profits and customer satisfaction cannot be ascertained without
sales of the products.
Sales performance of Sony Exclusiveshowroom for the year
Years Net Sales (In Rs)
2010-11 4,00,000.00
2011-12 6,00,000.00
By the above result it is easy to say that the
firm is maximizing its profit by giving goods customer
service.
5.4 Marketing Strategy
Marketing strategy adopted by the Sony exclusive
showroom.
Product Strategy
Sony exclusive showroom is dealing in multi products
like, TV, Audio Sets and electronic equipments of particular
company product like, Sony.
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Price Strategy
The firm attracted with the large number of consumers
or customers as it company offer Discount and provides
facilities credit terms for the buyers.
Promotion Strategy
Sony exclusive showrooms making all efforts in providing
advertisement through the Media's like TV Channel (city
cable), Newspapers are, Deccan Herald, times of India.
Vijaya Karnataka. The Hindu for their promotive of products
in which they deal and also provide door delivery.
Place Strategy:
The Sony exclusive showroom is situated at the valuable
place of Murugarajendra Complex, Hadadi Road, which was the
main marketing place for electronics goods.
5.5 Strength and Weakness of the Firm
Strength:
1. Availability of necessary infrastructure2. Adequate production capacity
3. Skilled manpower
4. Good locations.
5. Wide distribution network
6. Motivated Staff.
7. Efficient Management
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8. Consistency in earning profit
Weakness1. Rising cost of operations
2. Growing negative firm relatives
3. Non availability of raw materials
4. Problem of under utilization of capacity
5. Shortage of trained developers
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CHAPTER VI
MARKETING STRATEGY
6.1Introduction
Marketing is the composite in a society by which demand
structure for goods and services is intelligently anticipated or
enlarged and satisfied through conception, promotion,
exchange and physical distribution of such goods and services
which can satisfy wants, needs and desires of users in the
market place.
Marketing program starts from the product idea and does
not end until customer wants are adequately satisfied
customers are the pirot around which the entire marketing
operations revolve. Alpha and Omega of marketing
management is marketing research marketing therefore stands
much before the actual selling of product by doing an analysis
of the needs and ants of buyers and continues even after the
selling of product again by selling whether the product offeredgives complete satisfaction to the buyer or not.
As a business grows longer and as management becomes
more remote from the market price, marketing management
has to rely more heavily on marketing research as a managerial
tool in solving any problem in the field of marketing. It is an
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invaluable tool in decision making based on scientific
investigation and analysis of a marketing problem on an
opportunity.All business decision are based on information marketing
decisions at present relay more and more an formal marketing
research studies and on going marketing information system.
Marketing Research
Marketing research is one branch of the marketinginformation system. This category includes the study of
markets with regard to certain products of a company. Market
means actual and potential customers market research is the
systematic and intelligent investigations on study of the who
what, where, when why and how of actual and potential
buyers.
Market research is primarily concerned with the
investigation, analysis and measurement of market demand.
This involves analysis of market potentials for existing products
and estimating demand for new products sales forecasting
characteristics of products markets, analysis of sales potentials
and studies on market trends.
Market research may also include study of competitors,
consumer behavior studies, analysis of environment or external
forces, public policy studies and investigation of economic
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3. Specific: The information should focus on one specific
problem.
4. Decision-Oriented: When gathered the informationshould result in a decision.
Market Process
Generally company should look at probable ideas and
concepts that it could successfully venture into, to begin with
these ideas or concepts would then require some vetting which
is done through studying the market consumers in the market in
the terms of how, what and why do they buy and in denitrifying
probable customers it could serve. Then, based on all these
inputs the company should design its products offering, make
distribution and promotion decision and set appropriate prices.
To do this it is imperative to keep in touch with the end
customer through market research and test marketing prior to
final implementation in the overall market.
Marketing Process
38
Concept
Selling
Analysis of MarketOpportunityImplementation
Marketing TestingMarket strategy
Design
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Concept Development
To begin with a new idea or a concept for a product is to
be generated these ideas or concepts can be developed due to
change that happens in the marketing environment, that is
changing customers needs, technological changes, political and
economic change etc.
Analysis of Marketing Opportunity This stage of the marketing process includes, studying, the
environment in which a company will operate, and introduce its
offering. This environment includes socio-economic conditions,
poliltical and legal conditions, competition in market etc.,
Further, the market opportunity analyzed by studying and
understanding the consumer buying behavior. Once this is
done then the company identifies the various groups of
prospective customers and targets those groups that is can
serve best. s
Analysis of the Marketing Opportunity
39
Understandingthe Market
environment
Understandingconsumerbehavior
Analyzingthe marketopportunity
Identifying TargetMarket
IdentifyingMarket
Segment
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Marketing Strategy Design
Marketing strategy design involves designing and planning
the marketing mix Elements, which are positioning, products
designing, price placement, promotion.
Introduction of Marketing Mix
The terms Marketing Mix, was introduced by Prof. N.H.
Borden of the Haward Busines School of America. It describes
combination of the three inputs which constitute the core of a
companys marketing systems- the product, the distribution
system the price structure and the promotional activities.
According to Mr. Jerome Mccarthy, an American expert
Marketing mix is the pack of three sets of variable namely
product variables, price variables and promotion variables.
Product - What decision relate to Product or Services range
Price - What price should be set for each Products or
Services
Promotion - How to communicate with the target market and
persuade the people concerned to buy.
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Marketing mix can be understood by the following table :
41
Customerneeds and
Cost to thecustomer
Convenience
Communication
Product linequality,
branding &packing
Basic price,profit makingcredit terms
Channeltypes,
channelslocation
Advertising,personal
selling, salesromotion
Product mix Price mix Place mix Promotion mix
Target market
Marketing research
Object Objective Organizatio
Operation
What doesmarket buy?
Why doesmarket buy it?
Whoparticipates in
How does themarket buy?
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The Three Ps of marketing
Product Mix
Quality, technology
Packing
Labeling
Branding
Trade mark
Merchandising
Size, design, colour, features
Services
Warranty
Product line and range
Price Mix
Pricing policies
Credit terms
Coat and profit
Allowances and discounts
Competition
Terms of delivery
Promotion mix
Advertising
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Sales promotion
Personal selling
Public relations Publicity
Direct responses
6.2 Product Mix
The world Product mix is used to describe the assortment
of different product types that a company product and
markets.
The product mix of a firms has three main characteristics
namely :
1. Width which refers to the number of product lines of
companies.
2. Depth refers to number of items in each product
lines.
3. Consistency refers to the production requirements.
The product mix is the composite of product offered
for sales by the firm, over a period of time.
The Product Variables
1. The product line and product range
Product line is a group of closely related product
which are able to satisfy a class of need, to be used by or
sold to the same consumer groups, to be moved through
the same distribution channel of fall within a same price
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range. Product line stands fore the entire range of
products manufactured by the firm.
Products Range
On other hand, speaks of the depth of specialization in
terms off varieties based if consumers pockets and
functional requirements.
Thus, Sony corporation of Japan ahs countless models
of T.V. sets, Video players, and Recorders, Casio
corporation of Japan has given widest range of calculators
numbering more than 1000.
2. Product Design
The marketing decisions start with designing the
product in a way which is required by the target consumer.
It is an important factor in the sales of many products. The
form, the colour and the lien of all product are being
planned to give greater promotion, beauty and functional
utility. SONY corporation has designed its products in such
a manner that it attracts more number of customers.
3. Product Labeling
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A product label may be either descriptive, informative
grade designating or a combination of these. Labels are
fixed to products to identify them and to describe this
ingredient quality, quantity and other characteristics.
SONY corporation have reputed name SONY which
signifies the quality of the products, they also have
different catalogues for different products which describes
the characteristics of the products. Product Packing
Packing is a process that speaks of companys
ability to contain economically man made or natural
products for shipment storage, sale or final use. It
performs the function of protecting the product, provides
product density, acts as promotional tool, provides user
convenience, facilitates product identification, allows
product mix, extends products life cycle.
SONY products packing provides all the information
which are needed by the customers such as rates,
operating procedures etc. this companys package is
attractive.
4. Product branding
It is the process of finding and fining the means of
identification. It performs the function of assuring quality
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and value. Its saves time and efforts gives legal protection
acts as promotional tool, protects market, means of
identification product line expansion facilities survival of
middleman.
5. After Sales Services and Guarantees
Services is and important sales asset. It is
instrumental in securing repeat sales, customers goodwill
and a word of month advertising. It gives productguarantee as warranty which defines the producers liability
for defects or workmanship over a certain period of time.
SONY company have many services centre in different
cities which provides prompt services to customers, they
also have huge numbers of service men who go to different
cities where there is no services centers and provide
services. These informations above the address of the
services station are printed on the package office SONY
products.
6.3Price MixPrice is an important consideration in buying decisions
price also denotes quality in the consumers mind-a
psychological factor. For some products when many identical
brands are competing with each other for consumer preference,
the price may be an important influencing factor. Price is the
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basic vehicle for telling the consumer about the value and
associated conditions of a particular product.
Price is an important element of marketing mix. It may be
defined as the value of product attribute expressed in
monetary terms which an consumer pay or is expected to pay
in exchange pricing is a marketing function, which has an
important role of play in marketing decisions pricing influences
the profit level, the operational level etc.
The following factor determine the price of the product
Pricing objectives
Demand for a product or service
Competition
Profitability
Distribution channels.
The demand for SONY product are very high, this makes
the price high. The competition faced by SONY Company in the
market also influences the price. The profit margin fixed by the
company and also the wholesalers and retailers influence the
price. PALCE MIX the market has the responsibility of making
his products available near the place of consumption so that the
consumer can easily available at a convenient location, he may
buy some other brand. Thus a marketer has to ensure that his
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product is available to the target consumers whenever required.
There are two major areas in place mix.
a) Marketing channels b) Physical distribution
It is true that channel decisions affect other marketing mix
elements, and involve a relatively long term commitment of
resources. It may take a marketer year to build up relations
with the intermediaries are independent organizations and this
needs must be taken into account while evaluating variouschannel of alternatives. Infact, the successes of companys
marketing efforts depends to large extent on the soundless of
its distribution network. Physical distribution involves
transportation, ware housing, natural handling, inventory levels
and the bulk packaging among other. Some of these activities
will also be performed by the intermediaries and a great deal of
co-ordination is required between the various links in the
channels in orders to get the optimum results. For many years
physical distribution was a neglected area of marketing
management, but now companys have become generally
conscious of its importance in the overall marketing strategy.
6.4 Promotional Mix
Marketing promotion is management process through
which an organization develops presents and evaluates a series
of messages to an identified audiences.
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The effectiveness of promotional depends on
Nature of communication
The target audience
The environment in which it is received
The receives perception f the sources as eg: friends,
references, groups etc.
Medium used to transmit the message
The Promotional Variable Consists of
1. Personal selling
It is two way as it involves direct face to face contract
between the salesman and the prospect.
2. Advertising
Advertising is very popular method of impersonal
communication using its wide variety of media and media
vehicles. These medias are indoor, outdoor, direct and display
advertising.
3. Sales Promotion
Sales promotion is the achievement of short term
marketing objectives by schematic men. It is the function in
marketing of providing involvement to buy, offered for a limited
period only, at the time and place the purchasing decision is
made, which are supplementary to a product nominal value.
4. Trade Fairs and Exhibitions
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An exhibition is the huge congregation of manufactures
and dealers under a single roof for displaying, demonstrating
and selling their products on the other hand, a trade fair is amammoth gathering of prospects arranged by manufactures
and the dealers where function and public and entertainment
are prominent.
5. Public RelationsPublic relations involves the installation and maintenance
of mutual understanding between a firm and all who are likely
to come in contact with it. These sections of society are
customers. Shareholders, administration staff and general
public.
SONY corporation have designed many attractive
advertisement which gives information above the products the
also conduct indoor and outdoor advertisements. They also
give many offers to dealers as well as customers. They have
many promotional activities for dealers such as buying
allowances, price allowances, premium offer. Co-operator
advertisement, sales contests, dealer list promotion, dealer
gifts, point of purchase. They have many offers to customers
such has sampling, coupons, demonstrations, contests, money
refund offer, premium offer festival offers etc.,
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6.5Channels of Distribution
The marketing systems of any country is made up of a
vast manifestation of the organization and individuals linked byinformation, products, negotiations, money and people of these
institutions and individuals act as pipe line that connects the
weakness of products with people and organization that
consume the products. This pipeline or channel in the
marketing system seeks to satisfy the needs and wants of
target end users and objective if the channel participants. A
channels is a like began of marketing.
A channel of distribution is an organized network or a
system of agencies and institutions which is combination,
performs all the activities required to link producers with users
and users with producers to accomplish the marketing task.
Distribution of Consumer Goods
1) Producer - Consumer
2) Producer - Retailer Consumer
3) Producer - Wholesaler Retailer Consumer
4) Producer - Agent Wholesaler Consumer
5) Producer - Agent Retailer Consumer
Distribution of Industrial goods
1) Manufactures Industrial users
2) Manufactures Wholesalers Industrial users
3) Manufactures Agent middlemen Industrial users
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4) Manufactures Agent middlemen Wholesalers
Industrial users
Factors Governing the Choice of channels of distribution
A. Products Factors
1) Physical nature
2) Technical nature
3) The length of products line
4) The market position
B. Market Factors
1) The existing market structure
2) The nature of the purchase deliberations
3) Availability of the channel
4) Competitors channels
C. Institutional factors
1) The financial ability of channel members
2) The promotional ability of channel members
3) The post sales service ability
D. Unity factors
1) The companys financial position
2) The extent of market control desired
3) The company reputation
E. Environment factors
1) Economic factors
2) Legal restrictions
3) Fiscal policy
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Distribution Mix of SONY corporation
The distribution mix of SONY company has different
channels distribution for its reach of the product to the market itis family concern and its distribution starts with
CHAPTER VII
SURVEY ANALYSIS ANDINTERPRETATION
Table 1Showing the Gender Wise Classification of
Respondents
Sl.No
.Sex
No. of Responden
ts
Percentage
1. Male 34 682. Female 16 32
Total 50 100Source: Field Survey
Graph 1
Showing the Gender Wise Classification of
Respondents
53
Factory
Brand/Depot
Authorized dealers / Distributors
Sub Dealers
Customers
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About 68% of the respondents are male and the
remaning 32 % of the respodents are female.
Table 2
Showing the Classification of Respondents
based on Marital Status
Sl.No
.Marital Status
No. of Responden
ts
Percentage
1. Married 28 562. Un married 22 44
Total 50 100Source: Field Survey
Graph 2
Showing the Classification of Respondents basedon Marital Status
54
68
32
0
20
40
60
80
P e r c e n
t a g e
Male Female
Sex
56
44
0
10
20
30
40
50
60
P e r c e n
t a g e
Married Un married
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The above table & c hart shows it 56% of
respondents were married and remaining 44% were un
married.
Table 3
Showing the Classification of Respondents on the
Basis of Age Group
Sl.No
.
Age GroupNo. of
Responden
ts
Percentage
1. Below 20 Years 6 12
2. 21-30 20 40
3. 31 40 14 28
4. 41& Above 10 20
Total 50 100Source: Field Survey
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Graph 3 Showing the Classification of
Respondents on the Basis of Age Group
The above table & graph shows that 12% of the
respondents are the age group below 20 years, 40%
are the age group of 21 30 years, 28% are the agegroup of 31 40 years and 20% of the respondents are
in the age group of above 4 1 Years.
Table 4Showing the Classification of the Respondents
on the Basis of Education.
Sl.No
.Education
No. of Responden
ts
Percentage
1. SSLC 12 242. PUC 14 28,3. Graduate 16 324. Post Graduate 8 16
56
41& Above20%
Below 20 Years12%
21-3040%31 40
28%
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Total 50 100 Source: Field Survey
Graph 4
Showing the Classification of the Respondentson the Basis of Education
The above table & graph shows that 24 % or
respondents have up to SSLC, 28% studied PUC, 32% of
the responses are Graduates and remaining 16%
respondents are Post Graduates.
. Table 5Showing the Distribution of Respondents on the
Basis of OccupationSl.No
.Occupation
No. of Responden
ts
Percentage
1. Business man 16 422. Profession 10 20
3. Employee 9 18
57
24
28
32
16
0
10
20
30
40
P e r c e n
t a g e
SSLC PUC Graduate Post Graduate
Education
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4. Agriculture 15 305. Other 0 0
Total 50 100Source: Field Survey
Showing the Distribution of Respondents on theBasis of Occupation
The above table & graph indicates that out of total
respondents, 32% are businessmen, 20% professionals,
18% are employees and remaining 30% agriculturists.
Table 6Showing Classification of Respondents on the
Basis of Monthly IncomeSl.No
.
MonthlyIncome
No. of Responden
ts
Percentage
1. Below 10,000 7 14
58
42
2018
30
00
10
20
30
40
50
P e r c e n
t a g e
Busines man Profession Employee Agriculture Other
Occupation
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2. 10,000 15,000 14 283. 15,000 20,000 11 224. 20,000 & above 18 36
Total 50 100 Source: Field Survey
Graph 6Showing Classification of Respondents on the
Basis of Monthly Income
This table classifies the respondents based on
monthly income 14% belongs to income group below
Rs. 10,000, 28% to the income group of Rs. 10,000 to
15,000, 22% to the income group of Rs. 15,000
20,000 and the remaining 36% of the respondents are
belongs to above Rs. 20,000 income group.
Table 7
Showing the Classification of Respondents of
Users of Types of Music Player
59
14
28
22
36
0
5
10
15
20
25
30
35
40
P e r c e n
t a g e
Below 10.000 10.000 - 15.000 15.000 - 20.000 20.000 above
Monthly Income
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Sl.No
.
Music Player
No. of Responden
ts
Percentage
1. Cassette Player 8 16
2. C.D. Player 32 64
3. Other 10 20Total 50 100
Source: Field Survey
Graph 7Showing the Classification of Respondents of
Users of Types of Music Player
As per the above table & graph16% of the
respondents are the using the cassette player, 64% are
using the C.D. Player and remaining 20% are other (like
DVD player system)
Table 8
60
Cassette Player 16%
C.D Player 64%
Others20%
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Showing Classification of Respondents on MarketShare of Different Brands
Sl.No. Different Brand
No. of Respondents
Percentage
1. Sony 22 44
2. Pioneer 18 36
3. Kenwood 10 20
4. Other 0 0
Total 50 100Source: Field Survey
Graph 8
Showing Classification of Respondents onMarket Share of Different Brands
61
Other 0%
Kenwood20%
Pioneer 36%
Sony44%
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Table 9
Classification of Respondents on the basis of
Purchasing New Brand Music PlayerSl.No
.Brand
No. of Responden
ts
Percentage
1. Sony 32 642. Pioneer 12 243. Kenwood 6 12
4. Other 0 0Total 50 100
Source: Field Survey
Graph 9
Classification of Respondents on the Basis of
Purchasing New Brand Music Player
The table shows the 64% of the respondents
purchased Sony music system 24% of the respondent
62
64
24
12
0
0
10
20
30
40
50
60
70
P e r c e n
t a g e
Sony Pioneer Kenw ood Other
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to buy a Pioneer music system and 12% are planned
Kenwood music player.
Table 10
Table Showing the Factors of Considered While
Purchasing a Sony Car Audio System
Sl.No. Consideration
No. of Responden
ts
Percentage
1. Price 6 12
2. Clarity 11 22
3. Brand Image 14 28
4. Local service 8 16
5. Out look Design 8 16
6. Financial Facility 3 6
7. Others 0 0Total 50 100
Source: Field Survey
From the above table it is clear that 28% of
respondents considered the Brand image of the product
while purchasing, 22% of them considered clarity, 16%
of them preferred local service and out look design
12% of them considered price 12% of them
considered with financial facility.
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Graph 10 Graph Showing the Factors of considered While Purchasing a Sony Car Audio
System
64
0%
16%
6%
28%
16%
12%
22
Price Clarity Brand Image Local service
Out look Design Financial Facility Others
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Table 11
Table Showing the Impact of Advertisement
Sl.No
.
MediaNo. of
Responden
ts
Percentage
1. News paper 16 32
2. Magazines 23 46
3. Television 11 22
4. Other 00 00
Total50 100
Source: Field Survey
Graph 11
Graph Showing the Impact of Advertisement
65
32
46
22
00
10
20
30
40
50
P e r c e n
t a g e
News paper Magazines Television Other
Media
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Above shows that 32% of respondents of came to
know above the Sony car audio system through News
paper advertisement, 46% of the respondents through
magazines and 22% are through the T. V.
Advertisement.
Table 12
Table Showing the Opinion Regarding SonyAdvertisement
Sl.No. Opinion
No. of Responden
ts
Percentage
1. Attractive 13 262. Not Attractive 11 22
3. Informative 16 324. Not
Informative8 16
5. No Impact 2 4Total; 50 100
Source: Field Survey
Graph 12
Graph Showing the Opinion Regarding SonyAdvertisement
66
Not Informative16%
Attrac tive26%
Not Attractive22%
Informative32%
No Impact4%
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Since all the respondents were aware of the sony
advertisement their opinion on the advertisement was
asked and they were tabulated.
All most all the respondents given a positive
opinion irrespective of whether they own a Sony car
audio System or not.
32% of the respondents said that the
advertisement is informative, 26% says attractive, 22%
of respondents not attractive, 16% of respondents not
informative, only 4% of respondents mentioned no
impact.
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Table 13
Table showing opinion of respondents regarding
price
Sl.No
.Option
No. of Responden
ts
Percentage
1. High 18 362. Reasonable/wort
h30 60
3. Low 2 4Total 50 100
Source: Field Survey
Graph 13
Graph Showing opinion of Respondentsregarding price
68
36
60
4
0
10
20
30
40
50
60
70
P e r c e n
t a g e
High Reasonable/worth Low
Option
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It was observed from the survey that out of 50
Respondents only 60% of them said reasonable / worth
price, 36% of respondents said that price is high and
4% of the respondents said that price is low.
Table 14
Table Showing the Factors Considered WhilePurchasing Sony Car Audio System
Sl.
No.Factors
No. of Responden
ts
Percentag
e1. Reasonable
Price6 12
2. Clarity andPerformance
30 60
3. Out lookDesign
6 12
4. After Sale 2 4
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Service5. More function 6 12
6. Other 0 0 Total 50 100Source: Field Survey
Graph 14Graph Showing the Factors Considered
While Purchasing Sony Car Audio System
70
12
60
124
12
00
10
20
30
40
50
60
70
P e r c e n
t a g e
ReasonableP rice
Clarity andP erformance
Out look Design After SaleService
More function Other
Factors
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From the above table and chart it is clear that 60% of the respondents considered
clarity and performance, 12% of respondent concerned reasonability of price out
look and features. Only 4% of respondent considered after Sales Service.
QUESTIONNAIRE
Dear Respondents
I am a student of B.B.M studying in 6 th semester Govt., Arts
College. Chitradurga. Kuvempu University. Doing a project report on A
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Case study on sales marketing of SONY CAR AUDIO SYSTEM
with regards to SONY EXCLUSIVE . Murugha complex, Opp.,
Jayadeva petrol bunk. Davangere.
I would be grateful if you would give me some of your
valuable time and answer these questions.
Thanking you,
Yours faithfully,
(Shivaraj .T )
1. Name of the Respondent : __________________________
Address : __________________________
__________________________
Contact No __________________________
2. Sex : a) Male b) Female
3. Age in years :
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a) Below 20 years b) 21 30 years
c) 31 - 40 years d) 41 & above
4. Marital Status :a) Married b) Unmarried
5. Education :
a) Up to SSLC b) PUC
c) Graduate d) Post Graduate
6. Occupation :
a) Business man b) Profession
c) Employee d) Agriculturist
e) If other Specify ______________________
7. Monthly Income:
a) Below Rs. 10,000 b) Rs. 10,000 15,000
c) Rs. 15,000 to 20,000 d) Rs. 20,000 and above
8. Do you enjoy music with driving?
a) Yes b) No
9. Which music player do you own?
a) Cassette Player b) CD Player
c) If any other specify ____________________________
10. Which brand of car audio system do you own?
a) Sony b) Pioneer
c) Kenwood d) Others _______________
11. Are you satisfied with your existing car audio system?
a) Yes b) No
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If No, please give reasons
__________________________________________
__________________________________________
__________________________________________
12. Are you aware of Sony car audio systems?
a) Yes b) No
13. If you have to be a car audio system which brand do you plan to buy inyour purchase?
a) Sony b) Pioneer
c) Kenwood d) Others __________________________
14. What factor do you consider while purchasing car audio system?
a) Price b) Clarity c) Brand image
d) Local Service e) Out look and design f) Financial facility
g) If any other __________________________________________________
15. Name the media where you have seen Sony car audio system.
a) News Paper b) Magazine
c) Television d) Others ___________________________
16. How do you feel about the advertisement of Sony car audio system?
a) Attractive b) Not attractive
c) Informative d) Not Informative
e) No impact
17. What is your opinion about the price of Sony car audio system?
a) High b) Reasonable / Worth c) Low
18. According to you which product of your Sony car audio system issuperior to others?
a) Reasonable Price b) Clarity and performance
c) Out look design d) After sales Service
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e) More function e) other ________________________
19. Do you enjoy the music with your Sony car audio system?
a) Yes b) No
20. How is the service of the authorized dealer of Sony car audio system?
a) Friendly b) Not friendly
c) Prompt d) No response
21. If Sony offers various schemes would you like to replace your existing car audio system?
a) If yes/No given the reason for answering
____________________________ _______________________________
22. Please mention your points of purchase
a) Name of dealers b) Model Name / No
c) Yours of purchase d) out put power
23. Your opinion about the Sony car audio system?
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
Date:
Place: SignatureThank you for your co-operation,
Bibliography
Marketing Management : Philips Kotler
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Marketing Research ,principles, application and aces:
D.D.SHARMA
Websites
www.Dishtvinda.com
www.google.com
www.marketsearch.com
www.consumerdurables.com
www.indiainfoline.com
News Papers
Company Booklets and Catalogues
References
76
http://www.whirlpoolinda.com/http://www.google.com/http://www.marketsearch.com/http://www.consumerdurables.com/http://www.indiainfoline.com/http://www.whirlpoolinda.com/http://www.google.com/http://www.marketsearch.com/http://www.consumerdurables.com/http://www.indiainfoline.com/7/27/2019 Sony Audio System
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During the course of the project, companys website
and manuals provided by the trainer and operations head
were used most of the times. Also, visited other sites on
the website to get information about Consumer Durable
Industry Article on Efficiency, Technology and Risk
Management edited by Donald S Tull and Dell I
Hawkins was also referred.
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