INSTITUTE OF TECHNOLOGY AND MANAGEMENT UNIVERSE

Vadodara.

Department of Management studies

Think Big Think Beyond

Survey of Consumer Preference to purchase from

various products of brand "SONY".
A Research Report
By

Parth Patel

Gaurang Patel

158220592026

158220592025
Submitted To

Asst. Prof. Noopur Vyas

Class Co-ordinator

Major Mayank Mathur

Subject Co-ordinator

Introduction
In the diverse market and competing with the other brands within the same
industry is a huge challenge for the entrepreneurs and to be successful in
this era marketers use celebrities to endorse their products. My work deals
with FMCG industry .Fast-Moving Consumer Goods (FMCG) are sold quickly
and at relatively low cost. Examples include non-durable goods such as soft
drinks, toiletries, cosmetics, toys, processed foods and many other
Consumables. FMCG is probably the most classic case of low margin/high
volume business. An excellent example is a newspaperevery day's
newspaper carries different content, making one useless just one day later,
necessitating a new purchase every day. The following are the main
characteristics of FMCGs
From the consumers' perspective:
1. Frequent purchase
2. Low involvement (little or no effort to choose the item products with
strong brand loyalty are exceptions to this rule)
3. Low price
From the marketers' angle:
1. High volumes
2. Low contribution margin
3. Extensive distribution network.
Within FMCG industry there are various brands of beauty creams and few of
them are described below:

SONY
Sony Corporation, Japan, established its India operations in November 1994,
focusing on the sales and marketing of Sony products in the country. In a
span of 19 years, Sony India has exemplified the quest for excellence in the
world of digital lifestyle becoming the countrys foremost consumer
electronics brand. With relentless commitment to quality, consistent
dedication to customer satisfaction and unparalleled standards of service,
Sony India is recognized as a benchmark for new age technology, superior
quality, digital concepts and personalized service that has ensured loyal
customers and nationwide acclaim in the industry.

SAMSUNG
Samsung was founded by Lee Byung-chul in 1938 as a trading company.
Over the next three decades, the group diversified into areas including food
processing, textiles, insurance, securities and retail. Samsung entered
the electronics industry in the late 1960s and the construction and
shipbuilding industries in the mid-1970s; these areas would drive its
subsequent growth. Following Lee's death in 1987, Samsung was separated
into four business groups Samsung Group, Shinsegae Group, CJ
Group and Hansol Group. Since 1990s, Samsung has increasingly globalized

its activities and electronics, particularly mobile phones and

semiconductors, have become its most important source of income.

BLACK BERRY
Blackberry is considered one of the major smartphone vendors in the world,
specializing in secure communications and mobile productivity. For use on
devices made prior to the new Blackberry 10 Operating System,the
consumer BlackBerry Internet Service is available in 91 countries worldwide
on over 500 mobile service operators using various mobile technologies.As
of September 2013, there were 85 million BlackBerry subscribers
worldwide.That number has dropped steadily, down to 46 million in
September 2014.Starting in November 2013, BlackBerry Messenger could
be run on multiple platforms including Android, iOS and Windows Phone,
and up to June 2015 got 260 million new users.

MICROMAX
Micromax was incorporated as Micromax Informatics Ltd. on 29 March
2000.They started selling mobile phones in 2008,with a focus on low
pricing, in order to compete with international brands.Because of the issues
of power in Dewas, Rahul Sharma saw aPCO being powered by a truck
battery and decided to launch a feature phone with longer battery
life.Micromax launched its first phone with a month-long battery back-up
known In 2014, Micromax surpassed Samsung to become the mobile phone
manufacturer shipping the most number of phones in a single quarter in
India.On 24 January 2014, Micromax became the first Indian mobile
company to start sales in Russia.

Introduction of Study
The researcher should keep in mind two types of data viz., primary and
secondary.The main focus of the methodology here is driven by primary
research and the data is collected from 20 people. Primary data has been
collected by preparing questionnaire and was helpful in making charts and
secondary data has been collected for literature review. There are different
types of sample design a Non probability sampling was employed in the
survey. Data was collected based on the convenience of the researcher.
A structured questionnaire was used in which there are definite, concrete and
pre-determined questions.The questionnaire consists of 10 questions.
Questions 1-4 deal with the usage of the product and money spend by each
person in a month. And 5-6 questions is which product are you use? 7-10
questions is statisfied or not satisfied with the product?
Data analysis and findings Based on the questionnaire the following data was
collected and used for drawing conclusion.

1. Are you aware about this brands?

Sony,Samsung,Blackberry,Micromax
100%

95%

80%
60%
40%
20%
5%

0%
Yes

No

Answer Choices
Yes
No

Responses
19
1

%
95%
5%

2. How much do you spend on Mobile phone in a month?

70%
60%
50%
40%
61%

30%
20%

32%

10%
0%

Below 300

Answer Choices
Below 300
More than 300

More than 300

Responses
9
11

%
32%
61%

3. Which brand do you prefer?

Micromax; 30%

Black berry; 20%

Answer Choices
Sony
Samsung
Black berry
Micromax

Sony; 35%

Samsung; 15%

Responses
7
3
4
6

%
35%
15%
20%
30%

4. Are you Aware about Sony different Product?

No; 10%

Yes; 90%

Answer Choices
Yes
No

Responses
18
2

%
90%
10%

5. Which Fair & lovely product are you using?

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Answer Choices
Sony Leptop
Sony TV
Sony Home theater
Sony earphones

Responses
3
8
6
3

%
15%
40%
30%
15%

6. At which Age you have started using Sony Mobile

Product?
70%
60%
50%
40%
30%
20%
10%
0%

Under 18

Answer Choices
Under 18
After 18

Responses
13
7

After 18

%
65%
35%

7. Is that easily available in market?

100%

95%

80%
60%
40%
20%
0%

Answer Choices
Yes
No

5%
Yes

No

Responses
19
1

%
95%
5%

8. Did you statisfied with price of Sony product?

No; 30%

Yes ; 70%

Answer Choices
Yes
No

Responses
14
6

%
70%
30%

9. Are you like sony marketing strategy?

65%

70%
60%
50%
40%
30%
20%
10%
0%

35%

Yes
No

Answer Choices
Yes
No

Responses
13
7

%
65%
35%

10. As a consumer, are you satisfied with sony product?

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

85%

15%

Yes

Answer Choices
Yes
No

No

Responses
17
3

%
85%
15%

Limitations of Research
Like all other research works even mine work has few limitations which are
mentioned below:
Research was limited to the city of Kalol as a result of which sample was
representative of Kalol only.
Many respondents were not willing to answer the questionnaire and
that is why few questions consist of skipped answers.
Sample was collected by using convenient and judgment sampling.
Scope for further Research
Research can also cover the positive impacts celebrity endorsement has
on the brand and the company.
Research can go for wide survey where the data collected can be for a
large geographical area with more number of respondents.

Conclusion
Research clearly shows that consumers prefer Fair & Lovely more than they
prefer other brands which means that they are not price sensitive and
consumers give least importance to celebrities while purchasing a product.
Even though the respondents have ranked Madhui( brand ambassador of
Olay) in the first position, still they do not prefer Olay as much as they
prefer Fair & Lovely which clearly shows that they do not give much
importance to the celebrities they like and consider to be beautiful.

DATA COLLECTION PROCEDURE

Questionnaire

1. Are you aware about this brands?

Sony,Samsung,Blackberry,Micromax
Yes
No
2. How much do you spend on Sony mobile in a month?

 Below 300

more than 300

3. Which brand do you prefer?

Sony Black berry
Samsung
Micromax
4. Are you aware about Sony Different product?
Yes
No
5. Which Sony product are you using?
Sony Leptop
Sony Home theater
Sony TV
Sony earphones
6. At which Age are you start using fair & lovely product?
Under 18
After 18
7. Is that easily available in a market?
Yes
No
8. Did you statisfied with price of Sony product?
Yes
No
9. Are you like Sony marketing strategy?
Yes
No
10. As a consumer, do you statisfied with Sony product?
Yes
No

References

Websites referred:en.wikipedia.org/wiki/sony
en.wikipedia.org/wiki/samsung
en.wikipedia.org/wiki/ black berry
en.wikipedia.org/wiki/micromax