UNIVERSITY OF MUMBAI

A PROJECT REPORT ON

RESEARCH METHODOLOGY WITH REFERENCE TO SONY

SUBMITTED BY HARPREET SINGH SAINI

M.COM (PART-2) (SEM-III) (BUISNESS MANAGEMENT) ROLL NO-44

PROJECT GUIDE PROF. DILIP BHANAGADE

V.P.M.s K.G. JOSHI COLLEGE OF ARTS AND N.G. BEDEKAR COLLEGE OF COMMERCE, THANE - 400601.

2013-2014

VIDYA PRASARAK MANDAL, THANE K.G. JOSHI COLLEGE OF ARTS & N.G. BEDEKAR COLLEGE OF COMMERCE

CERTIFICATE
This is to certify that Mr. / Mrs. _____________________________________ Of m.com ______has undertaken& completed the project work titled ______________________________________during the academic year _____under the guidance of Mr. /Mrs.______________________ Submitted on _________________to this college on fulfillment of the curriculum of MASTERS OF COMMERCE, UNIVERSITY OF MUMBAI. This is a bonafide project work and information presented is true and original to the best of our knowledge and belief.

SUBJECT GUIDE

EXTERNAL EXAMINER

ACKNOWLEDGEMENT
At the outset I take opportunity to articulate my gratitude and thanks to prof. PROF. DILIP BHANAGADE for his valuable guidance and encouragement that helped to complete my project successfully. He armed with the required knowledge for this project work and guided me all through the way to help me come with a great report regarding the study.

Last but not least I would thank my friends who supported and cooperated with me. I have received an invaluable response from them and I thank them again.

DECLARATION

I, HARPREET SINGH SAINI, studying in M.COM PART-2 SEM-III (BUSINESS MANAGEMENT) of V.P.M.s K.G. JOSHI COLLEGE OF ARTS AND N.G. BEDEKAR COLLEGE OF COMMERCE hereby declare that I have completed this project on RESEARCH METHODOLOGY WITH REFERENCE TO SONY in the academic year 2013-2014 as per the requirement of the Mumbai university as a part of M.COM PART-2 (BUSINESS MANAGEMENT) programme. The information presented through this project is true and original to the best of my knowledge.

HARPREET SINGH SAINI

NO 1

CHAPTER RESEARCH THE RESEARCH PROCESS

2 EXECUTIVE SUMMARY 3 OBJECTIVES OF THE STUDY 4 5 6 7 8 COMPANY PROFILE SWOT ANALYSIS CONCLUSION BIBLIOGRAPHY

RESEARCH
Research is undertaken within most professions. More than a set of skills, it is a way of thinking: examining critically the various aspects of your professional work. It is a habit of questioning what you do, and a systematic examination of the observed information to find answers with a view to instituting appropriate changes for a more effective professional service.

DEFINITION OF RESEARCH
When you say that you are undertaking a research study to find answers to a question, you are implying that the process; 1. is being undertaken within a framework of a set of philosophies ( approaches); 2. uses procedures, methods and techniques that have been tested for their validity and reliability; 3. is designed to be unbiased and objective .

THE RESEARCH PROCESS

The research process is similar to undertaking a journey. For a research journey there are two important decisions to make-

1) What you want to find out about Or what research questions (problems) you want to find answers to; 2) How to go about finding their answers. There are practical steps through which you must pass in your research journey in order to find answers to your research questions. The path to finding answers to your research questions constitutes research methodology. At each operational step in the research process you are required to choose from a multiplicity of methods, procedures and models of research methodology which will help you to best achieve your objectives.

This is where your knowledge base of research methodology plays a crucial role.

STEPS IN RESEARCH PROCESS

1. Formulating the Research Problem 2. Extensive Literature Review 3. Developing the objectives 4. Preparing the Research Design including Sample Design 5. Collecting the Data 6. Analysis of Data 7. Generalization and Interpretation 8. Preparation of the Report or Presentation of Results-Formal write ups of conclusions reached.

STEP1. FORMULATING THE RESEARCH PROBLEM: It is the first and most crucial step in the research process -Main function is to decide what you want to find out about. -The way you formulate a problem determines almost every step that follows. Sources of research problems Research in social sciences revolves around four Ps: Peoplea group of individuals Problemsexamine the existence of certain issues or problems relating to their lives; to ascertain attitude of a group of people towards an issue Programs- to evaluate the effectiveness of an intervention Phenomena- to establish the existence of a regularity. In practice most research studies are based upon at least a combination of two Ps. Every research study has two aspects: 1. Study population People: individuals, organizations, groups, communities ( they provide you with the information or you collect information about them) 2. Subject area Problems: issues, situations, associations, needs, profiles

 Program: content, structure, outcomes, attributes, satisfactions, consumers, Service providers, etc. Phenomenon: cause-and-effect relationships, the study of a phenomenon itself (Information that you need to collect to find answers to your research questions) You can examine the professional field of your choice in the context of the four Ps in order to identify anything that looks interesting.

Considerations in selecting a research problem: These help to ensure that your study will remain manageable and that you will remain motivated. 1. Interest: a research endeavour is usually time consuming, and involves hard work and possibly unforeseen problems. One should select topic of great interest to sustain the required motivation. 2. Magnitude: It is extremely important to select a topic that you can manage within the time and resources at your disposal. Narrow the topic down to something manageable, specific and clear. 3. Measurement of concepts: Make sure that you are clear about the indicators and measurement of concepts (if used) in your study. 4. Level of expertise: Make sure that you have adequate level of expertise for the task you are proposing since you need to do the work yourself. 5. Relevance: Ensure that your study adds to the existing body of knowledge, bridges current gaps and is useful in policy formulation. This will help you to sustain interest in the study. 6. Availability of data: Before finalizing the topic, make sure that data are available. 7. Ethical issues: How ethical issues can affect the study population and how ethical problems can be overcome should be thoroughly examined at the problem formulating stage.

Steps in formulation of a research problem : Working through these steps presupposes a reasonable level of knowledge in the broad subject area within which the study is to be undertaken. Without such knowledge it is difficult to clearly and adequately dissect a subject area.

Step 1 Identify a broad field or subject area of interest to you. Step 2 Step 3 Step 4 Step 5 Step 6 Dissect the broad area into sub areas. Select what is of most interest to you. Raise research questions. Formulate objectives. Assess your objectives.

Step 7 Double check. So far we have focused on the basis of your study, the research problem. But every study in social sciences has a second element, the study population from whom the required information to find answers to your research questions is obtained. As you narrow the research problem, similarly you need to decide very specifically who constitutes your study population, in order to select the appropriate respondents.

STEP 2.REVIEWING THE LITERATURE: -Essential preliminary task in order to acquaint yourself with the available body of knowledge in your area of interest. -Literature review is integral part of entire research process and makes valuable contribution to every operational step. -Reviewing literature can be time-consuming, daunting and frustrating, but is also rewarding. Its functions are: a. b. c. d. Bring clarity and focus to your research problem; Improve your methodology; Broaden your knowledge; Contextualise your findings.

a.Bring clarity and focus to your research problem; The process of reviewing the literature helps you to understand the subject area better and thus helps you to conceptualise your research problem clearly and precisely. It also helps you to understand the relationship between your research problem and the body of knowledge in the area. b.Improve your methodology: A literature review tells you if others have used procedures and methods similar to the ones that you are proposing, which procedures and methods have worked well for them, and what problems they have faced with them. Thus you will be better positioned to select a methodology that is capable of providing valid answer to your research questions. c.Broaden your knowledge base in your research area: It ensures you to read widely around the subject area in which you intend to conduct your research study. As you are expected to be an expert in your area of study, it helps fulfill this expectation. It also helps you to understand how the findings of your study fit into the existing body of knowledge.

D. Contextualize your findings: How do answers to your research questions compare with what others have found? What contribution have you been able to make in to the existing body of knowledge? How are your findings different from those of others? For you to be able to answer these questions, you need to go back to your literature review. It is important to place your findings in the context of what is already known in your field of enquiry.

Procedure for reviewing the literature: Procedure for reviewing the literature: (i) Search for existing literature in your area of study; (ii)review the literature selected; (iii)develop a theoretical framework; iv)develop a conceptual framework. Search for existing literature: -To effectively search for literature in your field of enquiry, it is imperative that you have in mind at least some idea of broad subject area and of the problem you wish to investigate, in order to set parameters for your search. -Next compile a bibliography for this broad area. Sources are: 1. books 2.journals

THE BIBLIOGRAPHY The bibliography should give a clear, complete description of the sources that were used while preparing the report.

STEP 3 :THE FORMULATION OF OBJECTIVES:

-Objectives are the goals you set out to attain in your study. -They inform a reader what you want to attain through the study. -It is extremely important to word them clearly and specifically. Objectives should be listed under two headings: a) main objectives ( aims); b) sub-objectives. The main objective is an overall statement of the thrust of your study. It is also a statement of the main associations and relationships that you seek to discover or establish. The sub-objectives are the specific aspects of the topic that you want to investigate within the main framework of your study. -They should be numerically listed. -Wording should clearly, completely and specifically Communicate to your readers your intention. -Each objective should contain only one aspect of the Study. -Use action oriented words or verbs when writing objectives.

Step 4. PREPARING THE RESEARCH DESIGN

Research design is the conceptual structure within which research would be conducted. The function of research design is to provide for the collection of relevant information with minimal expenditure of effort, time and money. The preparation of research design, appropriate for a particular research problem, involves the consideration of the following : 1. Objectives of the research study. 2. Method of Data Collection to be adopted 3. Source of informationSample Design 4. Tool for Data collection 5. Data Analysis-- qualitative and quantitative

Step 5: COLLECTING DATA :

Having formulated the research problem,, developed a study design, constructed a research instrument and selected a sample, you then collect the data from which you will draw inferences and conclusions for your study. Depending upon your plans, you might commence interviews, mail out a questionnaire, conduct experiments and/or make observations. Collecting data through any of the methods may involve some ethical issues in relation to the participants and the researcher : -Those from whom information is collected or those who are studied by a researcher become participants of the study. -Anyone who collects information for a specific purpose, adhering to the accepted code of conduct, is a researcher.

Step 6: PROCESSING AND ANALYSING DATA

Processing and analysing data involves a number of closely related operations which are performed with the purpose of summarizing the collected data and organizing these in a manner that they answer the research questions (objectives). The Data Processing operations are: 1. Editing- a process of examining the collected raw data to detect errors and omissions and to correct these when possible. 2. Classification- a process of arranging data in groups or classes on the basis of common characteristics. Depending on the nature of phenomenon involved

a) Classification according to attributes: here data is analysed on the basis of common characteristics which can either be : descriptivesuch as literacy, sex, religion etc. or : numerical such as weight, height, income etc. Such classification can be either:

Step8: REPORTING THE FINDINGS:

Writing the report is the last, and for many, the most difficult step of the research process. The report informs the world what you have done, what you have discovered and what conclusions you have drawn from your findings. The report should be written in an academic style. Language should be formal and not journalistic. Written Research Project Report Format Traditional written reports tend to be produced in the following format. Title Page -Title of the Research Project, -Name of the researcher, -Purpose of the research project, e.g. A research project submitted in partial fulfillment of the requirements of National Council for Hotel Management and Catering Technology, New Delhi for the degree of B.Sc Hospitality and Hotel Administration -Date of Publication

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.

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.

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.

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

2)

3)

Study is area specific.

SWOT ANALYSIS OF SONY

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.

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.

QUESTIONNAIRE

Name:. Profession Age: Contact No: Q1: Who purchase Sony Product? a) Male b) Female Q2: How many members in Family? a) 3 b) 3to5 c) 5to7 d) Above 7 Q3: Technical Awareness. a) Yes b) No . Address:. No:.. Zip Code. . Q4: Income of customer/month a) <15,000

b) 15,000-20,000 c) 20,000-30,000 d) 30,000-50,000 e) >50,000 Q5: Are you actual user of Sony Product? a) Yes b) No Q6: which Sony Product first time you use? a) LCD/LED b) Home Theater c) Camera d) Handicam e) Laptop f) DVD Player g) PSP/PS2/PS3

Q7: Mode of payment a) Cash b) Cheque c) Credit d) Master card Q8: What is making customer satisfied of Sony Product? a) Quality b) Customer Service

c) Brand Q9: Influence sales person or not? a) Yes b) No Q10: Are you compared Sony Brand with other Brand? a) Yes b) No : : 86 Q11: You are compared Sony Brand with.. a) LG b) Samsung c) Panasonic d) Onida e) Videocon f) Other

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.

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.