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.

To over come such drawbacks, in the mid of 17 th and 18th

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

consumer.

behaviour

of

the

To determine the profile of premium car audio

system users.

To find out brand awareness of Sony car audio

system.

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 questionnaire

among 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.

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 people
regarding Sony car audio system.

Statistical Tools Used

Calculations of percentages, tabulation table, graphs
frequency distribution bar graph pie chart is the technique used
to 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.

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 car
audio 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.

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

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 including
audio 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

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.
consistent

commitment towards

service has

Their

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.

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.

10

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.

11

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.

12

The competition in the audio market has been limited and

hence the activity in this segments has been limited with the
coming 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. 1000crore 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.

13

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.
head unit viz.

A complete audio system constitutes of a

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.

14

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 easily

available 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.

15

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 7band 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.
16

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 crossover
and level control)
Built-in high-pass crossovers on front/rear speaker
outputs.
Plays CD-Rs and CD-RWs
Clock

17

 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.

18

19

Features
Negative LCD display
CD/MD control
Best Tuning Memory
XM Satelllite Radio Ready
EX7 3-band equalizer
CD Text display
SSIR-EXA Adaptive reception
45 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 a

bright a bright flip-down 3-color LCD segmented display, SSIREXA 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

20

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

21

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 musical
adjustability, EQ3 offers 7 preset tone curves and a 3-band
equalizer. Shape the sound to your liking, and the potent builtin 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 entertainment
options 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 Features
Detachable, 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

22

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

23

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
polytechnic.

and
Kuvempu

Universitys study center,

PG

Center

and

Engineering Collage are

in Davangere.
24

4.2 DISTRICT FORMATION:

Davanagere district is a newly formed district, which came into existence
during 1997 by including backward taluks from other three districts viz.
Chitradurga, Shimoga and Bellary.

Year of formation of district

1997

Geographical Area

5975.97 Sq. Km

Average Rainfall

649 mm

Latitude

14 N-15 N

Longitude

75 5 E- 76 5 E

Altitude (Mtr.MSL)

584.302

Distance from State Capital (Kms)

260

No. Of Taluks

No.of Hoblies

24

No. of Revenue Villages(census 2001)

803

No.of Habitations

1334

No.of Grama Panchayaths

230

25

4.3 DISTRICT AT A GLANCE

Country

India

State

Karnataka

Headquarters

Davanagere

Talukas

Davanagere, Harihar, Jagalur,

Honnali, Channagiri, Harapanahalli

Population (2011)
Total
Density

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

26

4.4 INDUSTRIES:
Number of Factories as on (31-03-2006)
Taluk

Textiles Chemical Engineering Others

Employees

Channagiri

75

Davangere

12

27

134

5090

Harapanahalli 0

450

Harihar

13

21

890

Honalli

10

110

Jagalur
Total

12

40

169

6615

BANKS
Taluk Banks (As on 31-03-2006)

Taluk

Total
Commercial Grameen Deposits
Banks
Banks
(Rs.
In
lakhs)

Total
Credit
Credits
Deposits
(Rs. In
Ratio
lakhs)

Channagiri

13

9223

19751

2312

Davangere

43

10

67466

69618

103

Harapanahalli 4

11

8410

7853

93

Harihar

16890

22887

135

13

27

Honalli

11

9849

14457

147

Jagalur

10

5496

6472

118

Total

87

42

117334

140864

120

4.5 SCHOOLS & COLLEGES (As on 31-03-2006)

Taluk

Primary High
PreGeneral Engineering Medical
Polytechnics
Schools Schools University Colleges Colleges
Colleges
Colleges
(including
Allopathy
& Indian
Medicines)

Channagiri

321

60

10

Davangere

654

146

45

Harapanahalli 337

53

11

Harihar

252

57

13

Honalli

325

40

Jagalur

245

36

Total

2134

392

96

14

28

29

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.

30

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 service
and in maximizing the profit of the firm and to achieve the
organizational goals.

5.2 Organizational Structure of Sony Exclusive Showroom

Proprietor
A.S. Basavarajappa

Sales Executives

Shivashankar

Vageesh

Gopal

Mallikarjuna

Veeresh

Yashwanth

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

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 Exclusive
showroom for the year

By
firm

the

Years

Net Sales (In Rs)

2010-11

4,00,000.00

2011-12

6,00,000.00

above

result it is easy to say that

the

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.

32

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 infrastructure
2. Adequate production capacity
3. Skilled manpower
4. Good locations.
5. Wide distribution network
6. Motivated Staff.
7. Efficient Management

33

8. Consistency in earning profit

Weakness
1. 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

34

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 offered
gives 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

35

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 marketing
information 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

36

variables.

It

facilitates

the

dissemination

of

marketing

information on market segments, present and

potentials

market, buying habits and consumption pattern, the size and

location of the potential market., the prospects for the growth of
market, the potential of the competitors.

Their competitive

position channels of distribution media and effectiveness of

advertising and various social economic and political forces that
operate in the market.

In other words market research in

another potential activity in the functional area of marketing.

Marketing research focuses on under standing customers.
This usually involves asking them question.
asked

and

answers

found

through

Questions are

systematic

objectives

research that focuses on gathering information relevant to a

specific market situation most companies perform research to
identify the characteristics of the market and to measure
potential research is also commonly used to support short-range
and long-range forecasts and to study competitive products and
develop or evaluate new products.
Hence it is always essential and of utmost importance that
market research be :
1. Systematic: The research needs to be a planned well
organized process.
2. Useful: The process needs to produce the information
that helps managers make decisions.

37

3. Specific: The information should focus on one specific

problem.
4. Decision-Oriented:

When

gathered

the

information

should 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
Concept
Development
Selling
Implementation

Analysis of Market
Opportunity

Marketing Testing

Market strategy
Design

38

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
Understanding
consumer
behavior

Understanding
the Market
environment
Analyzing
the market
opportunity

Identifying
Market
Segment

39

Identifying
Target
Market

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.

40

Marketing mix can be understood by the following table :

Customer
needs and
wants

Cost to the
customer

Convenienc
e

Communication

Product line
quality,
branding &
packing

Basic price,
profit making
credit terms

Channel
types,
channels
location

Advertising,
personal
selling, sales
promotion

Place mix

Promotion mix

Product mix

Price mix

Target market

Marketing research

Object

What does
market buy?

Objective

Why does
market buy it?

Organizatio
n

Who
participates in
buying?

41

Operation

How does the

market buy?

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

42

 Sales promotion
Personal selling
Public relations
Publicity
Direct responses

6.2Product 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
43

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

44

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

45

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 product

guarantee 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 Mix
Price 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

46

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

47

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 various
channel 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.

48

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

marketing objectives by schematic men.

of short term

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

49

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 a
mammoth gathering of prospects arranged by manufactures
and the dealers where function and public and entertainment
are prominent.

5.

Public Relations
Public relations involves the installation and maintenance

of mutual understanding between a firm and all who are likely

to come in contact with it.
customers.

These sections of society are

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

allowances, price allowances, premium offer.

as

buying

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.,

50

6.5Channels of Distribution
The marketing systems of any country is made up of a
vast manifestation of the organization and individuals linked by
information, 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.

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
51

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

52

Distribution Mix of SONY corporation

The distribution mix of SONY company has different
channels distribution for its reach of the product to the market it
is family concern and its distribution starts with
Factory
Brand/Depot
Authorized dealers / Distributors
Sub Dealers
Customers
CHAPTER VII

SURVEY ANALYSIS AND

INTERPRETATION
Table 1
Showing the Gender Wise Classification of
Respondents
Sl.
No. of
Percentag
No
Sex
Responden
e
.
ts
1. Male
34
68
2. Female
16
32
Total
50
100
Source: Field Survey
Graph 1
Showing the Gender Wise Classification of
Respondents

53

80

68

Percentage

60
32

40

20

0
Male

Female
Sex

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
.
1. Married
2. Un married
60

Total

No. of
Percentag
Responden
e
ts
28
56
22
44
50

56

100

Source: Field Survey

50

Graph 2

44

Percentage

40
Showing
the Classification of Respondents based
on Marital Status
30

20

10

54

0
Married

Un married

The above table &

chart 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 Group

1.

Below 20 Years

2.

No. of
Percentag
Responden
e
ts
6

12

21-30

20

40

3.

31 40

14

28

4.

41& Above

10

20

50

100

Total
Source: Field Survey

55

Graph 3 Showing the Classification of

Respondents on the Basis of Age Group
Below 20 Years
12%

41& Above
20%

21-30
40%

31 40
28%

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 age
group of 31 40 years and 20% of the respondents are
in the age group of above 4 1 Years.
Table 4
Showing the Classification of the Respondents
on the Basis of Education.
Sl.
No
.
1.
2.
3.
4.

Education
SSLC
PUC
Graduate
Post Graduate

No. of
Percentag
Responden
e
ts
12
24
14
28,
16
32
8
16
56

Total
50
Source: Field Survey
Graph 4

100

Showing the Classification of the Respondents

on the Basis of Education
40
32
28

Percentage

30
24
20

16

10

0
SSLC

PUC

Graduate

Post Graduate

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 5
Showing the Distribution of Respondents on the
Basis of Occupation
.

Sl.
No
Occupation
.
1. Business man
2. Profession
3. Employee

No. of
Percentag
Responden
e
ts
16
42
10
20
9
18
57

4.
5.

Agriculture
Other
Total
Source: Field Survey

15
0
50

30
0
100

Showing the Distribution of Respondents on the

Basis of Occupation
50
42

Percentage

40
30

30
20

20

18

10
0

Busines man

Profession

Employee

Agriculture

Other

Occupation

The above table & graph indicates that out of total

respondents, 32% are businessmen, 20% professionals,
18% are employees and remaining 30% agriculturists.

Table 6
Showing Classification of Respondents on the
Basis of Monthly Income
Sl.
No. of
Monthly
Percentag
No
Responden
Income
e
.
ts
1. Below 10,000
7
14

58

2.
3.
4.

10,000 15,000
15,000 20,000
20,000 & above
Total

14
11
18
50

28
22
36
100

Source: Field Survey

Graph 6
Showing Classification of Respondents on the
Basis of Monthly Income
40

36

35

Percentage

30

28

25

22

20
15

14

10
5
0

Below 10.000

10.000 - 15.000

15.000 - 20.000

20.000 above

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

Sl.
No
.

Music Player

1.

Cassette Player

2.
3.

No. of
Percentag
Responden
e
ts
8

16

C.D. Player

32

64

Other

10

20

Total

50

100

Source: Field Survey

Graph 7
Showing the Classification of Respondents of
Users of Types of Music Player
Cassette Player
16%
Others
20%

C.D Player
64%

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

Showing Classification of Respondents on Market

Share of Different Brands
No. of
Responden
ts

Percenta
ge

Sony

22

44

2.

Pioneer

18

36

3.

Kenwood

10

20

4.

Other

50

100

Sl.
No.

Different Brand

1.

Total
Source: Field Survey

Graph 8
Showing Classification of Respondents on
Market Share of Different Brands
Kenwood
20%

Other
0%

Pioneer
36%

61

Sony
44%

Table 9
Classification of Respondents on the basis of
Purchasing New Brand Music Player
Sl.
No
.
1.
2.
3.
4.

No. of
Percentag
Brand
Responden
e
ts
Sony
32
64
Pioneer
12
24
Kenwood
6
12
Other
0
0
Total
50
100
Source: Field Survey
Graph 9

Classification of Respondents on the Basis of

Purchasing New Brand Music Player
70

64

60

Percentage

50
40
30

24

20

12

10

0
0
Sony

Pioneer

Kenw ood

The table shows the 64%

Other

of the respondents

purchased Sony music system 24% of the respondent

62

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

1.

Price

2.

No. of
Percentag
Responden
e
ts
6

12

Clarity

11

22

3.

Brand Image

14

28

4.

Local service

16

5.

Out look Design

16

6.

Financial Facility

7.

Others

50

100

Total
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
12%

of

them

considered

and out look design

price

considered with financial facility.

63

12%

of

them

Graph 10 Graph Showing the Factors of

considered While Purchasing a Sony Car Audio
System

6%

0%

12%

16%
22

16%
28%

Price

Clarity

Brand Image

Out look Design

Financial Facility

Others

64

Local service

Table 11
Table Showing the Impact of Advertisement
Sl.
No
.

No. of
Percentag
Responden
e
ts

Media

1.

News paper

16

32

2.

Magazines

23

46

3.

Television

11

22

4.

Other

00

00

50

100

Total
Source: Field Survey

Graph 11
Showing the Impact of Advertisement
50

46

40
32
Percentage

Graph

30
22
20
10
0
0
News paper

Magazines

Television

Media

65

Other

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 Sony

Advertisement
Sl.
No.
1.
2.
3.
4.
5.

Opinion
Attractive
Not Attractive
Informative
Not
Informative
No Impact
Total;

No. of
Percentag
Responden
e
ts
13
26
11
22
16
32
8
16
2
50

4
100

Source: Field Survey

Graph 12
No Impact
Graph
Showing the
Opinion Regarding
Sony
Not Informative
Attractive
4%
16%
26%
Advertisement

Inf ormative
32%

66

Not Attractive
22%

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.

67

Table 13
Table showing opinion of respondents regarding
price
Sl.
No
Option
.
1. High
2. Reasonable/wort
h
3. Low
Total

No. of
Percentag
Responden
e
ts
18
36
30
60
2
50

4
100

Source: Field Survey

70

60

Graph 13

60

Percentage

Graph 50 Showing
36
regarding
price
40

opinion

of

Respondents

30
20
10
0

68
High

Reasonable/worth

Option

4
Low

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 While
Purchasing Sony Car Audio System
Sl.
No.
1.
2.
3.
4.

Factors
Reasonable
Price
Clarity and
Performance
Out look
Design
After Sale

No. of
Percentag
Responden
e
ts
6
12

69

30

60

12

5.
6.

Service
More function
Other
Total

6
0
50

12
0
100

Source: Field Survey

70
60

60

Percentage

50

Graph 14
Graph Showing the Factors Considered
30
While Purchasing Sony Car Audio System
40

20

12

12

10
0

4
Reasonable
P rice

Clarity and
P erformance

Out look Design

70

A fter Sale
Service

Factors

12
0
M ore function

Other

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
71

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

3.

Age in years

72

b) Female

a) Below 20 years

b) 21 30 years

c) 31 - 40 years

d) 41 & above

4.

Marital Status

a) Married
5.

Education

b) Unmarried
:

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

9.

b) No

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

73

If No, please give reasons

__________________________________________
__________________________________________
__________________________________________
12.

Are you aware of Sony car audio systems?

a) Yes
13.

b) No

If you have to be a car audio system which brand do you plan to buy in
your 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

18.

c) Low

According to you which product of your Sony car audio system is

superior to others?
a) Reasonable Price
b) Clarity and performance
c) Out look design

d) After sales Service

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e) More function
19.

e) other ________________________

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:

Signature
Thank 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

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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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