1

A PROJECT REPORT
ON
BRAND AWARENESS OF SONY COMPANY

Submitted in partial fulfillment of the Requirement for the Award of

MASTER OF BUSINESS ADMINISTRATION
Submitted By:
SULTAN ALI
(H.T.NO.11VP1E0051)
Under the guidance of
Mr. B.RAJENDER
DEPARTMENT OF BUISNESS MANAGEMENT
APOORVA INSTITUTE OF MANAGEMENT AND SCIENCES
(Affiliated to Jawaharlal Nehru technological university Hyderabad)
BHOOPATHIPOOR, KARIMNAGAR
2011-2013.

DECLARATION

I , Sultan ali , MBA Student of Apoorva institute of management and sciences hereby declare
that this project BRAND AWARENESS with reference to Sony Brand is done under
guidance of my faculty Mr. B.Rajender and guide by my company guide Mrs. Madhulatha
of VS ELECTRONICS PVT LTD (Sony exclusive) Karimnagar during academic year 20112013.
I declare that all relevant information has been collected by me and the results
embodied in study have not been submitted to any other university or institute for award of
the degree.

PLACE:
DATE:

SULTAN ALI
(11VP1E0051)

ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the success of task would be incomplete
without mention of names of the people, whose tremendous co-operation, guidance and
encouragement crowned all the efforts with success. I consider it as my privilege to express
my gratitude and respect to all those who have guided inspired and helped me in completion
of my project work.
I would like to express my profound gratitude to Mr.B.Rajender, Faculty, Director
and other lecturer of our college for their constant response and guidance and my company
guide Mrs.Madhulatha.
I would also like to thank my family and friends for encouragement and valuable
suggestion that helped me a lot to complete this project.

(SULTAN ALI)

CONTENTS
CHAPTER NO

TITLE

PAGE-NO

INTRODUCTION

CHAPTER-I
1.
2.
3.
4.
5.
CHAPTER-II

INTRODUCTION
NEED OF STUDY
OBJECTIVE OF STUDY
SCOPE OF STUDY
METHODOLOGY OF STUDY

5 - 8

PROFILES
1.
2.
3.
4.
5.

9 - 19

GLIMPSE ON SONY HISTORY

COMPANY PROFILE
FACTS ABOUT SONY
INDUSTRY PROFILE
BRANDS IN CONSUMER SECTOR

CHAPTER-III
CONCEPTUAL FRAMEWORK

20 - 50

1. BRAND AWARENESS CONCEPTS

2. BRAND CONCEPTS
3. SONY PRODUCTS
CHAPTER-IV

DATA ANAYSIS AND INTERPRETATION

51

89

1. FINDING ANALYSIS
2. INTERPRETATION
CHAPTER-V
CONCLUSION

90

1. FINDINGS
2. SUGGESTONS
3. CONCLUSION

91
92
93

98

97

APPENDIX:
QUESTTIONNAIRE
BIBILOGRAPHY

94
98

CHAPTER-I

INTRODUCTION TO BRAND:
CONCEPTS:
The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the
practice of producers burning their mark (or brand) onto their products. The Italians were
among the first to use brands, in the form of watermarks on paper in the 1200s. Although
connected with the history of trademarks and including earlier examples which could be
deemed "proto brands" (such as the marketing puns of the "Vesuvinum" wine jars found
at Pompeii), brands in the field of mass-marketing originated in the 19th century with the
advent of packaged goods .
Industrialization moved the production of many household items, such as soap,
from local communities to centralized factories. When shipping their items, the factories
would literally brand their logo or insignia on the barrels used, extending the meaning of
"brand" to that of trademark.
Bass & Company, the British brewery, claims their red triangle brand was the world's first
trademark. Lyles Golden Syrup makes a similar claim, having been named as Britain's oldest
brand, with its green and gold packaging having remained almost unchanged since 1885.
Another example comes from Antiche Fornaci Giorgi in Italy, whose bricks are stamped or
carved with the same proto-logo since 1731, as found in Saint Peter's Basilica in Vatican City.
Cattle were branded long before this. The term "maverick," originally meaning an
unbranded calf, comes from Texas rancher Samuel Augustus Maverick who, following
the American Civil War, decided that since all other cattle were branded, his would be
identified by having no markings at all. Even the signatures on paintings of famous artists
like Leonardo Da Vinci can be viewed as an early branding tool.
Factories established during the Industrial Revolution introduced mass-produced goods
and needed to sell their products to a wider market, to customers previously familiar only
with locally-produced goods. It quickly became apparent that a generic package of soap had
difficulty competing with familiar, local products
The packaged goods manufacturers needed to convince the market that the public could
place just as much trust in the non-local product. Campbell soup, Coca-Cola, Juicy Fruit

7
gum, Aunt Jemima, and Quaker Oats were among the first products to be 'branded', in an
effort to increase the consumer's familiarity with their products. Many brands of that era, such
as Bens rice and Kellogg's breakfast cereal furnish illustrations of the problem.
This was an early commercial explanation of what we now know as branding. Companies
soon adopted slogans, mascots, and jingles that began to appear on radio and early television.
By the 1940s, manufacturers began to recognize the way in which consumers were
developing relationships with their brands in a social/psychological/anthropological sense.
From there, manufacturers quickly learned to build their brand's identity and personality
(see brand identity and brand personality), such as youthfulness, fun or luxury.
This began the practice we now know as "branding" today, where the consumers buy
"the brand" instead of the product. This trend continued to the 1980s, and is now quantified in
concepts such as brand value and brand equity.
Naomi Klein has described this development as "brand equity mania". In 1988, for
example, Philip Morris purchased Kraft for six times what the company was worth on paper;
it was felt that what they really purchased was its brand name. Marlboro Friday: April 2, 1993
- marked by some as the death of the brand - the day Philip Morris declared that they were
cutting the price of Marlboro cigarettes by 20% in order to compete with bargain cigarettes.
Marlboro cigarettes were noted at the time for their heavy advertising campaigns and wellnuanced brand image.
In response to the announcement Wall street stocks nose-dived for a large number of
branded companies: Heinz, Coca Cola, Quaker Oats, PepsiCo. Many thought the event
signaled the beginning of a trend towards "brand blindness" (Klein 13), questioning the
power of "brand value.
NEED OF STUDY:
Electronic accessories are very necessary for each and every home and business firm, Brand
Awareness play vital role in choosing type of accessories and the product, which is reliable in
the consumer day to day transactions.
Today the electronics industry is facing stiff competition from
domestic as well as international players. Every company must aware of their competitors in

8
such a competitive scenario. Periodically study has to be done by company to know the
customer perception towards their brand.

OBJECTIVE OF STUDY:
1) To find out the sources of awareness of respondents towards, Sony Products.
2) To verify perception of the customer towards Sony brand in market.
3) To find out the acceptance level of customer for Sony Brand.
4) To know the Influencing factor opting for Sony Brand.
5) To know the effect of promotional activities.
6) To offer the suggestion to Sony electronics to build brand awareness.

SCOPE OF STUDY:
This Study reveals that the awareness of Sony among the customers, the influencing factors
in purchasing Sony brand, the present study also deals with source of information about Sony
and pre-post purchase perceptions of the customers towards the Sony brand.

RESEARCH METHODOLOGY:
SOURCES OF DATA:Usually data is collected is two types primary data and secondary data. Primary data
is Data which is collected for first time with out any reference. Secondary data is
collected from past records and reference
1). PRIMARY DATA:-

9
Primary data for the present study is collected in form of personal Interview with
the customer through the well structured questionnaire and through Interaction with the
area manager and employee of marketing department.
2). SECONDARY DATA:Secondary data is collected from companies past records, profiles, Journals, internet and
textbooks of various publications.
SAMPLE DESIGN:
Sampling area technique:- The Study is limited to customers of VS ELECTRONICS
PVT LTD. (SONY EXECLUSIVE) who are located in karimnagar only.
>Sample Size:- In the present study ,a sample of 120 respondents (customer) has been
Surveyed.

CHAPTER-II

10

Glimpse of Sony History:

It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of
passionate and committed group of employees started to build Tokyo Tsushin Kenkyujo
(Totsuko), or Tokyo Telecommunications Research Institute to the billion dollar global
conglomerate that it is today.

Our founders in the early years

It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of
passionate and committed group of employees started to build Tokyo Tsushin Kenkyujo
(Totsuko), or Tokyo Telecommunications Research Institute into the billion dollar

11
global conglomerate that it is today. The main objective of the company was to design
and create innovative products which would benefit the people.

The electric rice cooker

From early attempts at creating products like the rice-cooker to the later success of
creating Japans first magnetic recorder, the innovative company went on to create other
hit products which won the company widespread recognition and international acclaim as
a truly global company known for its quality and innovative products. Significant product
milestones included Japans first transistor radio (1955), Trinitron colour television
(1968),Handy cam video camera (1989),PlayStation (1994), Blu-ray Disc recorder (2003)
and PlayStation 3 (2006).

Sony employees in 1956

12
1. The company name of Sony was created by combining two words of sonus and
Sonny. The word sonus in Latin represents words like sound and sonic. The
Other Word sonny means little son Used in combination.
2. Sony is supposed to represent a very small group of young people who have the
energy and passion towards unlimited creations and innovative ideas. With the farsight of Expanding worldwide.
3. It was in 1958 that the company formally adopted Sony Corporation as its corporate
Name. Easy to pronounce and read in any language, the name Sony, which has a
lively ring to it, fits comfortably with the spirit of freedom and open-mindedness.

COMPANY PROFILE
Company Outline:
The Sony India Pvt. Ltd is situated in A-31, Mohan Cooperative Industrial Estate,
Mathura Road, New Delhi 110044, India.
It has been established on November 17, 1994. Its managing director is Mr.
Masaru Tamagawa. Its staff strength is 728, Share Capital 100% subsidiary of Sony
Corporation, Japan,
It has branch offices in Delhi, Haryana, Mumbai, Bangalore, Chennai,
Kolkata, Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, Ahmedabad,
Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Mangalore and Ranchi.
Its Business Activities are Marketing, Sales and After-Sales Service
of electronic Products & software exports Products: Televisions, Hi-fi Audios, Home
Theater Systems and DVD players, Personal Audio (CD/Cassette Radio Players and
Walkman),

13
Audio Video Accessories, Car Audio and Visual Systems,
Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital
Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile
Phones, Recording Media And Energy Devices, Broadcast and Professional Products.

FACTS ABOUT SONY:The new millennium is here and Sony has plenty to celebrate. The companys approach
doing what others dont has paid off, in the form of great products that people covet.
Throughout its history, Sony has demonstrated an ability to capture the imagination and
Enhance peoples lives.
Sony innovations have become part of mainstream culture, including: the first
magnetic tape and tape recorder in 1950; the transistor radio in 1955; the worlds first alltransistor TV set in 1960; the worlds first color video cassette recorder in 1971; the
Walkman personal stereo in 1979; the Compact Disc (CD) in 1982;
Today, Sony continues to fuel industry growth with the sales of
innovative Sony products, as well as with the companys convergence strategy. Examples
include: VAIO notebooks that raise the bar in both form and function; digital cameras that
capture pictures on a floppy disk, CD-R or Memory Stick; a handheld device that lets you
store and view photos as well as moving photo;
Minidisc recorders with a digital PC Link to marry high quality
digital audio with downloadable music; DVD/CD multi-disc changers that playback both
audio and video; digital network recorders that pause, rewind and fast-forward "live"
television using a hard-disc drive
Hi-Scan flat screen TVs that deliver near HDTV picture quality through Digital
Reality .

But Sony is not just the market leader in consumer

electronics.
Through research and development, the company has made considerable inroads in the
areas of professional broadcasting (with the creation of the Beta cam, DVCAM, HDCAM
and 24P formats)
Mobile communications (with digital phones and the CLIE
handheld); PCs (with VAIO notebook and desktop computers); storage and media (with
the invention of the floppy disk, AIT and DTF drives, and the Memory Stick) and,

14

Sonys future brand success will be determined by how the company meets the challenges
of change. Sony has always led the market in terms of innovation. But in a digital
networked world, products will no longer be developed with just hardware in mind. The
convergence of technologies consumer electronics, computing and telecommunications
is a reality, with new competitors forming and consumer mindshare up for grabs.

INDUSTRY PROFILE:
The increase in income levels, easy availability of finance, increase in consumer
awareness, and introduction of new models, the demand for consumer durables has
increased significantly. Products like washing machines, air conditioners, microwave
ovens, color televisions (CTVs) are no longer considered luxury items. However, there are
still very few players in categories like vacuum cleaners, and dishwashers.
Consumer durables sector is characterized by the emergence of MNCs,
exchange offers, discounts, and intense competition. The market share of MNCs in
consumer durables sector is 65%. MNC's major target is the growing middle class of India.
MNCs offer superior technology to the consumers, whereas the Indian companies compete
on the basis of firm grasp of the local market, their well-acknowledged brands, and hold
over wide distribution network.
However, the penetration level of the consumer durables is still low in
India. An important factor behind low penetration is poor government spending on
infrastructure. For example, the government spending is very less on electrification
programs in rural areas. This factor discourages the consumer durables companies to

15

market their products in rural areas.

Analysis Of Consumer Durable Products:1) New launches create enthusiasm in the market
2010 was a year of a lot of new launches in India, some of which generated a lot of
interest. From 3D televisions and HD set-top boxes, to tablet PCs with Smartphone
features, the new launches created a lot of enthusiasm among both manufacturers and
consumers. With many companies now trying to bring out low-priced models for new
technologies to attract the masses, the consumer electronics market in India is getting
ready to expand in a big way.
2) Legislation encouraging growth
The Government of India steadily reduced the excise duty on consumer products in the
2008-2010 periods to help the industry fight post-recession blues. In addition, in the 2011
budget the government did not increase the excise duty, despite economic recovery. The
corporate tax was also reduced in order to help the industry grow further. All in all, the
Government of India is trying to come up with growth-orientated policies that will help the
Indian consumer products industry to grow in a big way.
3) Changing lifestyle impacting consumer electronics
The changing lifestyle of people in India is having a significant impact on the consumer
electronics market in India. Categories like digital TVs, converters, decoders and
receivers, computers and peripherals, in-car entertainment devices and mobile phones are
witnessing robust growth as they are status symbols. However, categories like video
players and home audio and cinema are witnessing slow or declining growth rates as
people are spending less and less time at home.
4) Chained retailers and exclusive outlets growing faster
With increased mobility of people across India in terms of work, the independent

16

electronics specialists no longer enjoy the trust that they used to benefit from in the past
because of years of service. The young generation is more comfortable shopping at
exclusive company outlets or chained electronics specialists where such consumers can
choose from the latest models, see demos and choose the model and brand as per their
need without being pushed by a salesman. The independent retailers are losing out as
people suspect them of indulging in fraudulent practices like changing parts and
components.
5) Multi-functional products will rule the market in the future
Consumers are now looking for multiple features in a single device. They now want their
mobile phones to allow complete internet connectivity, their cameras to have wi-fi
connectivity so that they can instantly share their photos with friends and families, their
PCs to have mobile phone functionality and their TVs to have internet connectivity. All
this is leading to a lot of technological advancements in consumer electronics and the
market is expanding with many multi-functional products entering the market and many
more expected to enter the market in the forecast period.

SECTOR OUTLOOK:-

There has been strong competition between the major MNCs like Samsung, LG, and Sony
Electronics India Ltd. has announced its extension plan in 2006.TCL Corporation is also.
planning to establish a $22 million manufacturing facility in India
The Indian companies like Videocon Industries and Onida are also planning to expand.
Videocon has acquired Electrolux brand in India. Also, with the acquisition of Thomson
Displays by Videocon in Poland, China, and Mexico, the company is marking its
international presence.
According to isuppli Corporation (Applied Market Intelligence), country's

17

fiscal policy has encouraged Indian consumer electronic industry. The reduction on import
duty in the year 2005-06 has benefited many companies, such as Samsung, LG, and Sony.
Indian consumers are now replacing their existing appliances with frost-free
refrigerators, split air conditioners, fully automatic washing machines, and color
televisions

(CTVs),

which

are

boosting

the

sales

in

these

categories.

Some companies like Samsung Electronics Co. Ltd. and LG Electronics India
Ltd. are now focusing on rural areas also. These companies are introducing gift schemes
and providing easy finance to capture the consumer base in rural areas.
CLASSIFICATION OF CONSUMER DURABLE SECTOR:-

1. Consumer Electronics includes VCD/DVD, home theatre, music players, color

televisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc.
2. White Goods include dishwashers, air conditioners, water heaters, washing machines,
refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances, microwaves,
built-in appliances, tumble dryer, personal care products, etc.
3. Molded Luggage includes plastics.
4. Clocks and Watches
5. Mobile Phones

SWOT ANALYSIS:Strengths:1. Presence of established distribution networks in both urban and rural areas.
2. Presence of well-known brands.
3. In recent years, organized sector has increased its share in the market vis a vis the

18

unorganized sector.
Weaknesses:1. Demand is seasonal and is high during festive season.
2. Demand is dependent on good monsoons.
3. Poor government spending on infrastructure.
4. Low purchasing power of consumers.
Opportunities:1. In India, the penetration level of white goods is lower as compared to other developing
countries.
2. Unexploited rural market.
3. Rapid urbanization.
4. Increase in income levels, i.e. increase in purchasing power of consumers.
5. Easy availability of finance.
Threats:1. Higher import duties on raw materials imposed in the Budget 2007-08.
2. Cheap imports from Singapore, China and other Asian country.

BRANDS IN CONSUMER ELECTRONCS SECTOR:

MNC

COUNTRY

19

LG
SAMSUNG

KOREA

HYUNDAI

TCL
CHINA
HAIER

PHILIPS

HOLLAND

PANASONIC
SHARP
HITACHI
SANSUI

JAPAN

AKAI
AIWA
SONY

The Top 10 Players in Consumer Durables Sector are:-

20

SONY INDIA.
NOKIA INDIA.
LG ELECTRONICS INDIA.
PHIIPS INDIA.
TITAN INDUSTRIES.
SAMSUNG INDIA.
WHIRLPOOL APPLIANCES.
SIEMENS.
VIDEOCON INDUSTRIES.
BLUESTAR.

21

CHAPTER-III
CONCEPTUAL FRAMEWORK

Brand awareness: is

a marketing concept that enables marketers to quantify levels and

trends in consumer knowledge and awareness of a brand's existence. At the aggregate (brand)
level, it refers to the proportion of consumers who know of the brand.
Brand awareness studies are most useful when the results are set
against a clear benchmark such as data from prior periods, different markets, or competitors. In a
survey of nearly 200 senior marketing managers, 61 percent responded that they found the "brand
awareness" metric very useful.

22

Concept:
The ultimate goal of most businesses is to increase sales and income. Ideally, you want to
Attract new customers to your products and encourage repeat purchases. Brand awareness
Refers to how aware customers and potential customers are of your business and its
products.
Within a week after its introduction, surveys found that more than 90% of US
consumers Had heard about the iPhone as a result of advertising and news reports. This is
exceptionally
High brand awareness. Ultimately, achieving successful brand awareness means that
your Brand is well known and is easily recognizable. Brand awareness is crucial to
differentiating Your product from other similar products and competitors.

Abstract:
Brand awareness, as one of the fundamental dimensions of brand equity, is often
considered to be a prerequisite of consumers buying decision, as it represents the main
factor for including a brand in the consideration set.
Brand awareness can also influence consumers perceived risk assessment and
their confidence in the purchase decision, due to familiarity with the brand and its
characteristics. On the other hand, brand awareness can be depicted into at least two facets
unaided (brand recall) and aided (brand recognition) each of the two facets having its
more or less effective influence on buying decision and perceived risk assessment.
This paper tries to reveal, on one hand, the importance of unaided brand
awareness when it comes to consumers buying decision and, on the other hand, the
importance of aided brand awareness when assessing the perceived risk associated with
the purchase.
The analysis is conducted in a comparative manner, considering the case of durable
versus non-durable products, and with focus on urban Romanian consumers. Keywords:
brand aided and unaided awareness, brand choice, perceived risk

Purpose:
"Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the
Hierarchy of Effects, an assumption that customers progress through sequential stages
from lack of awareness, through initial purchase of a product, to brand loyalty." In total,

23

these AAU metrics allow companies to track trends in customer knowledge and attitudes.
Creation of brand awareness is the primary goal of advertising at the beginning of
any product's life cycle, and has influence on buying behavior.

Brand Awareness Plan:

The major components of a plan to develop brand awareness are:
1) Identifying and understanding your target customers
2) Creating a company name, logo, and slogans
3) Adding value through packaging, location, service, special events, etc.
4) Advertising
5) After-sale follow-up and customer relations management
6) Targeting the right audience is crucial to your success. Of similar importance is
understanding
7) That you need a plan along with specific actions that increase awareness of your brand
Amongst your consumers. Throughout the entire process of creating a brand, it is of
utmost
8) Importance to consider how what you do will increase brand awareness.

Importance of brand awareness:

You may be asking yourself, is brand awareness really all that important? You may be
saying To yourself, I have plenty of customers and sales are decent, why bother? The
answer is: There are few things more worthwhile than investing time in your brands
awareness.
It can Play a major role in purchasing decisions. The reality is, the more aware consumers
are of Your product and your brand, and the more likely they are to buy from you.
Among the challenges faced in selling pure maple products are:
I. Do potential customers know you exist?
II. Why pay more for Pure Maple vs. artificial syrup?
III. Isnt Vermont maple syrup better?
IV. Why pay more for your products rather than from a less expensive alternative?
In the future, and for the sake of your business, it is in your best interests to take action to
Increase awareness of your brand. The Goal Thus, it is a good idea to draw up a brand
awareness strategy that you can continue to update throughout the development of your

24

brand.

Brand Awareness Research:

Brand Awareness research to determine how aware the consumers of your brand are prior
to any changes.

Then, decide what you think and perhaps what others suggest that you

might do to increase awareness and public recognition. Next, compose a strategy for how
you would like to go about this.
For example, perhaps your focus may be on your name, or perhaps the
colors people associate with your brand, or even the way in which you promote and sell
your products. Finally, decide upon how you would like to execute these changes and
increase your brand awareness. Ultimately, you should be able to see a change in how
consumers perceive your brand and the level of recognition your brand has acquired. For
example, perhaps your consumer base expands to include of nearby towns or attract a
different core consumer.
Truly successful brand awareness often takes time to develop. First there
is the time required to develop an effective awareness effort. Then there is the time
required for your message to reach potential customers. A few customers will respond
early, but most will take time to hear about your products, make a decision to try them, and
even later return for more. Establishing customer loyalty takes the most time, as it requires
extended experience with your business and products.
As a result of specific actions, positive brand awareness is promoted. Brand
awareness is essentially the impression people have of your brand. Do they know your
brand as reliable high quality? As well established and distinctive? As a bargain? How is it
that they have formed these perceptions? Perhaps from your logo? Or maybe from the way
your products are displayed or priced? These opportunities to make a good impression are
what are influencing your consumers awareness of your brand. How to Begin Creating
Brand Awareness How do you, over time, establish positive brand awareness that promotes
the possibility of purchase of your product in the future? There is always the initial
impression of your brand that is of utmost importance. Beyond this, however, are all of the
future impressions that may be formed regarding your brand.

Methodologies:
There has been discussion in industry and practice about the meaning and value of various

25

brand awareness metrics. Recently, an empirical study appeared to put this debate to rest
by suggesting that all awareness metrics were systematically related, simply reflecting
their difficulty, in the same way that certain questions are more difficult in academic
exams.
Brand awareness can be measured by showing a consumer the
brand and asking whether or not they knew of it beforehand. However, in common market
research practice a variety of recognition and recall measures of brand awareness are
employed, all of which test the brand name's association to a product category cue.
This came about because most market research in the 20th Century was
conducted by post or telephone. Actually showing the brand to consumers usually required
more expensive face-to-face interviews (until web-based interviews became possible).
This has led many textbooks to conceptualize brand awareness simply as its measures, that
is, knowledge that the brand is a member of a particular product category (e.g., soft
drinks).
Brand recall: Brand Recall is the extent to which a brand name is recalled as a member of
a brand, product or service class, as distinct from brand recognition.
Common market research usage is that pure brand recall requires "unaided recall." For
example, a respondent may be asked to recall the names of any cars he may know, or any
whisky brands he may know.
Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"
measures the extent to which a brand name is remembered when the actual brand name is
prompted. An example of such a question is "Do you know of the "Honda" brand?"
In terms of brand exposure, companies want to look for high levels of
unaided recall in relation to their competitors. The first recalled brand name (often called
"top of mind") has a distinct competitive advantage in brand space, as it has the first
chance of evaluation for purchase.
Brand recognition: Brand recognition is the extent to which a brand is recognized for
stated brand attributes, parts, offerings, or communications.
In some cases brand recognition is defined as aided recall and as a subset
of brand recall. In this case, brand recognition is the extent to which a brand name is

26

recognized when prompted with the actual name.

A broader view of brand recognition is the extent to which a
brand is recognized within a product class for certain attributes. Logo and tagline testing
can be seen as a form of brand recognition testing. For example, if a product name can be
associated with a certain tagline, logo, or attribute (safety and Volvo; "Just do it" and
Nike), a certain level of brand recognition is present.
In order to meet the research specific objectives, several particular
Indicators were used to measure brand recall, brand choice share and the perceived risk
associated with the purchase of an unknown brand.

How to Begin Creating Brand Awareness:

I. How does you, over time; establish positive brand awareness that promotes the
possibility of purchase of your product in the future? There is always the initial impression
of your brand that is of utmost importance. Beyond this, however, are all of the future
impressions that may be formed regarding your brand.
II. In deciding how you will go about creating brand awareness, you need to consider and
to be aware of how your product value becomes know to the consumer and the importance
of consistency:
1) The message of what a brand is offering to the consumer should be consistent.
Wegmans, for example, offers fresh, high-quality foods for purchase and advertises the
Advantages, such as home-cooked meals, that their goods can provide for you.
The layout of their perishable goods, the organization of complementary
condiments and staple products, and the stands offering sample recipes to be cooked at
home are all evidence
of the company attempting to present a consistent message of what they are all about to the
consumer
2) Images you present should also be consistent in order to increase brand awareness. It is
important that you are consistent in your use of images so that you maximize recognition
and positive impressions
3) Slogans and taglines should also be consistent throughout mediums and material.
Once again, consistency is important in conveying a message that promotes awareness
of your brand
4) In an organized, recognizable manner. Wegmans tagline, Helping you

27

Make great meals easy, is consistent throughout its promotional materials, website,
5) Purchasing Decision Process Understanding the decision-making process helps you to
better understand how to structure your brand awareness process. What makes them buy
your product? Do they decide, upon an impulse, to purchase your product?
6) Do they need several hours to mull over the possibility of making the purchase? To
what extent do product type, price, and environment affect the purchasing decision? And
logo, to name a few
7) In deciding how you will go about creating brand awareness, you need to consider and
to be aware of how your product value becomes know to the consumer and the importance
of consistency

Elements Of Brand Awareness:1) The message of what a brand is offering to the consumer should be consistent.
Wegmans, for example, offers fresh, high-quality foods for purchase and advertises the
Advantages, such as home-cooked meals, that their goods can provide for you.
2) The layout of their perishable goods, the organization of complementary condiments
and staple products, and the stands offering sample recipes to be cooked at home are all
evidence of the company attempting to present a consistent message of what they are all
about to The consumer.
3) Images you present should also be consistent in order to increase brand awareness. It is
important that you are consistent in your use of images so that you maximize recognition
and positive impressions. Wegmans logo, for example, can be found on its storefront, on
the products it produces itself, on the receipt consumers receive after purchase, on the bags
customers carry out of the store.
4) Slogans and taglines should also be consistent throughout mediums and material. Once
again, consistency is important in conveying a message that promotes awareness of your
brand in a organized, recognizable manner. Wegmans tagline, Helping you make great
meals easy, inconsistent throughout its promotional materials, website, and logo, to name
a few.
5) It presents the consumer with an image that in the future the consumer can continue to
associate with your products. For example, if the materials you distribute, the set-up of
your sale table, the packaging of your product, and the logo and tagline are not all
relatively similar, regularly consistent, and repeatedly recognizable over time, it is likely
you will get nowhere with your brand. Creating brand awareness, through a collaborative,

28

well-developed overall image, is essential to developing a success brand that achieves

maximum benefits.
6) It is important to keep working at the issues and activities identified above. Pay
attention to
How customers are responding to products, packaging, displays, and messages. Look for
ways to improve the image you are trying to get across. Ask your customers for
suggestions. Work to maintain a consistent presence in the market place. This can mean a
location and regular times where customers can reliably expect to find you.
7) Brand awareness is essential in buying decision-making as it is important that
consumers recall the brand in the context of a given specific product category, awareness
increasing the probability that the brand will be a member of the consideration set.
Awareness also affects decisions about
Brands in the consideration set, even in the absence of any brand associations
in consumers minds. In low involvement decision settings, a minimum level of brand
awareness may be sufficient for the choice to be final. Awareness can also influence
consumer decision making by affecting brand associations that form the brand image.
The needed information in order to study the above mentioned issues basically
consisted in:
i) the consumers ability to retrieve the brand when given the product category (unaided
brand awareness for each durable and non-durable brand),
ii) the most recent purchased brand in each product category (brand choice share for each
durable and non-durable brand),
iii) the perceived risk associated to buying a brand with no aided brand awareness (also
considering each product category)
iv) Demographic characteristics (age, income, education and gender). The data collection
had to be conceived in such a way so that consumers could reveal their attitudes regarding
the analyzed product categories and corresponding brands, as easily and correctly as
possible.
Therefore, the particular product categories chosen for the research
consisted in tooth-paste, as being representative for non-durables, and television sets as
being representative for durables, selected this way because they are different in usage
duration, not too technical and have a large rate of penetration into households usage (thus,

29

most of the respondents were able to express their attitudes towards those products).
.

BRAND:Concepts:Brand is the personality that identifies a product, service or company (name, term, sign,
symbol, or design, or combination of them) and how it relates to key constituencies:
customers, staff, partners, investors etc.
Some people distinguish the psychological aspect, brand associations like thoughts,
feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked
to the brand, of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the
brand and is known as the brand experience. The brand experience is a brand's action
perceived by a person. The psychological aspect, sometimes referred to as the brand
image, is a symbolic construct created within the minds of people, consisting of all the
information and expectations associated with a product, service or the company(ies)
providing them.
People engaged in branding seek to develop or align the expectations behind the
brand experience, creating the impression that a brand associated with a product or service
has certain qualities or characteristics that make it special or unique.
A brand is therefore one of the most valuable elements in an advertising theme, as
it demonstrates what the brand owner is able to offer in the marketplace. The art of
Creating and maintaining a brand is called brand management. Orientation of the whole
organization towards its brand is called brand orientation.
The brand orientation is developed in responsiveness to market intelligence.
Brand recognition is most successful when people can state a brand without being
explicitly exposed to the company's name, but rather through visual signifiers like logos,
slogans, and colors.[6] For example, Disney has been successful at branding with their
particular script font (originally created for Walt Disney's "signature" logo), which it used

30

in the logo for go.com

Brand name:-

Relationship between trade marks and brand:

The brand name is quite often used interchangeably with "brand", although it is more
Correctly used to specifically denote written or spoken linguistic elements of any product.
In this context a "brand name" constitutes a type of trademark, if the brand
name exclusively identifies the brand owner as the commercial source of products or
Services. A brand owner may seek to protect proprietary in relation to a brand name
Through trademark registration and such trademarks are called "Registered Trademarks".

Types of brand names:Brand names come in many styles A few include:

Acronym: A name made of initials such as UPS or IBM.

31

Descriptive: Names that describe a product benefit or function like Whole Foods or
Airbus.
Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's
Pieces or Dunkin' Donuts.
Evocative: Names that evoke a relevant vivid image like Amazon or Crest.
Neologisms: Completely made-up words like Wii or Kodak.
Foreign word: Adoption of a word from another language like Volvo or Samsung.
Founders' names: Using the names of real people, and founder's name like HewlettPackard or Disney.
Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film.
Personification: Many brands take their names from myth like Nike or from the minds of
ad execs like Betty Crocker.
BENEFITS OF STRONG BRAND:
1) A strong brand influences the buying decision and shapes the ownership experience.
2) Branding creates trust and an emotional attachment to your product or company.
3) Branding help us to make purchasing decision easier.
4) Branding will fence off your customer for competition.

Global brand variables:The following elements may differ from country to country:
a. Corporate slogan
b. Products and services

32

c. Product names
d. Product features
e. Positioning
Marketing mixes (including pricing, distribution, media and advertising execution).
These differences will depend upon:
1. Language differences.
2. Different styles of communication.
3. Other cultural differences.
4. Differences in category and brand development.
5. Different consumption patterns.
6. Different competitive sets and marketplace conditions.
7. Different legal and regulatory environments.
8. Different national approaches to marketing (media, pricing, distribution, etc.).

Benefits of global branding:In addition to taking advantage of the outstanding growth opportunities, the following
Drives the increasing interest in taking brands global:
1. Economies of scale (production and distribution).
2.

Lower marketing costs.

3. Laying the groundwork for future extensions worldwide.

33
4. Maintaining consistent brand imagery.
5. Quicker identification, recognition and integration of innovations (discovered
worldwide)
6.

Increasing international media reach (especially with the explosion of the Internet)
is an

enabler.

7. Increases in international business and tourism are also enablers.

8.

Possibility to charge premium prices. Internal company benefits such as attracting

and retaining good employees, and cohesive company culture.

Brand Extension and Brand Dilution:The existing strong brand name can be used as a vehicle for new or modified products; for
example, many fashion and designer companies extended brands into fragrances, shoes
and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.
There is a difference between brand extension and line
extension. A line extension is when a current brand name is used to enter a new market
segment in the existing product class, with new varieties or flavors or sizes. When CocaCola launched "Diet Coke" and "Cherry Coke" they stayed within the originating product
category: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did likewise
extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and
Fairy Automatic) within the same category, dish washing detergents.
The risk of over-extension is brand dilution where the brand loses its
brand associations with a market segment, product area, or quality, price or cachet.

34

Brand identity:The outward expression of a brand - including its name, trademark, communications, and
visual appearance - is brand identity. Because the identity is assembled by the brand owner, it
reflects how the owner wants the consumer to perceive the brand - and by extension the
branded company, organization, product or service. This is in contrast to the brand image,
which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap
between the brand image and the brand identity.
Effective brand names build a connection between the brand
personalities as it is perceived by the target audience and the actual product/service. The
brand name should be conceptually on target with the product/service (what the company
stands

for).

Furthermore,

the

brand

name

should

be

on

target

with

the

brand demographic typically, sustainable brand names are easy to remember, transcend trends
and have positive connotations. Brand identity is fundamental to consumer recognition and
symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its
potential consumers. However, over time, a product's brand identity may acquire (evolve),
gaining new attributes from consumer perspective but not necessarily from the marketing
communications an owner percolates to targeted consumers. Therefore, brand associations
become handy to check the consumer's perception of the brand.

Brand equity:Brand equity is the marketing effects and outcomes that accrue to a product with its brand
name compared with those that would accrue if the same product did not have the brand
name. Fact of the well-known brand name is that,

35
The company can sometimes charge premium prices from the consumer. And, at
the root of these marketing effects is consumers' knowledge. In other words, consumers'
knowledge about a brand makes manufacturers and advertisers respond differently or adopt
appropriately adept measures for the marketing of the brand.
The study of brand equity is increasingly popular as some marketing
researchers have concluded that brands are one of the most valuable assets a company
has. Brand equity is one of the factors which can increase the financial value of a brand to the
brand owner, although not the only one.
Elements that can be included in the valuation of brand equity include (but not
limited to): changing market share, profit margins, consumer recognition of logos and
other visual elements,
Brand language associations made by consumers, consumers' perceptions of quality
and other relevant brand values."Brand equity is strategically crucial, but famously difficult
to quantify. Many experts have developed tools to analyze this asset,
But there is no universally accepted way to measure it." In a survey of nearly 200
senior marketing managers, only 26 percent responded that they found the "brand equity"
metric very useful

Brand parity:-

Brand parity is the perception of the customers that some brands are equivalent this means
that shoppers will purchase within a group of accepted brands rather than choosing one
specific brand. When brand parity is present, quality is often not a major concern because
consumers believe that only minor quality differences exist.

36

Expanding role of brand:-

It was meant to make identifying and differentiating a product easier. Over time, brands
came to Embrace a performance or benefit promise, for the product, certainly, but
eventually also for the Company behind brand. Today, brand plays a much bigger role.
Brands have been co-opted
As the powerful symbols in the larger debates about the economics, social issues, and
politics. The power of Brands to communicate a complex message quickly and with
emotional impact and the ability of

SONY PRODUCTS
I.TELEVISION AND PROJECTOR:

In category of television and projector, Sony has further subdivided into different models
style, performance in this category and designs which are:i.

BRAVIA LED TV

ii.

BRAVIA LCD TV

iii.

CRT TV

iv.

HOME THEATRE PROJECTOR

v.

BUISNESS PROJECTOR

vi.

PUBLIC DISPLAY PANEL

37

A. BRAVIA LED TV:

HX925:-

Intelligent Peak LED

Motion flow XR 800
X-Reality PRO picture engine
MRP:-2, 59,000, 1, 53,600
Display (55, 46 inches)
NX720:-

Dynamic Edge LED

Opti-Contrast and CORNING's Gorilla Glass Panel
Wi-Fi Integrated
MRP:-1, 23,000 to 93,900
Display (46, 40 inches)

EX720:-

D Integrated (Full HD 3D) features a built-in 3D Transmitter

Skype Ready (requires Skype camera CMU-BR100)
BRAVIA Internet Video & BRAVIA Internet Widgets
MRP:-1, 79,900 to 59,000
DISPLAY (55, 42, 32 inches)

38

EX520:-

Integrated (Full HD 3D) features a built-in 3D Transmitter

X-Reality
Full HD
MRP: - 1, 50,000 to 54,000
Display: - (46, 40, 32 inches)

EX420:-

Full HD 1080 picture quality with CCFL backlight

Skype Ready (requires Skype camera CMU-BR100)
BRAVIA Internet Video & BRAVIA Internet
MRP:- 73,00 to 63,900
Display:- (32 , 26 , 22 inches )

B. BRAVIA LCD TV:

>CX-520:-

Full HD 1080 picture quality with CCFL backlight

Skype Ready (requires Skype camera CMU-BR100)
BRAVIA Internet Video & BRAVIA Internet
MRP: - 83,900 to 53,900

39
Display: - (46 inches)
>NX520:-

Intelligent Peak LED

Motion flow XR 800
X-Reality PRO picture engine
MRP: - 58,500 to 42,000
Display: - (40, 32 inches)
EX400:-

Full HD 1080
BRAVIA Engine 3
Intelligent Picture PLUS
Display (40, 32 inches)
CX320:-

High Definition (720p) picture quality with CCFL backlight

Live Color Technology with Advanced Contrast Enhancer
BRAVIA Sync
Display (32, 26, 22 inches)
BX400:-

40

Full HD 1080
BRAVIA Engine 3
Intelligent Picture PLUS
Display (40 inches)
BX320:-

High Definition (720p) picture quality with CCFL backlight

Live Color Technology with Advanced Contrast Enhancer
BRAVIA Sync
Display (36, 26,22inches)

II.HOME THEATRE:
>>BLURAY
>>DVD
<<BLURAY:=>E870:-

Enjoy superb sound quality with this semi-tallboy

Blu-ray Home Theatre System....
=> E880:-

41

Blu-ray Home Theatre System....

>E980:-

experience and share dynamic 3D sound

3D image realism with newly develop...

>>DVD:=>DAV-DZ840k:-

=>DAV-DZ640K:-

=>DAV-DZ340k:-

=>DAV-DZ810k:-

42

DAV-DZ610K:-

DAV-DZ610:-

=>DAV-DZ200:-

=>DAV-TZ210:-

DAV-TZ135:-

=>DAV-TZ130:

43

DIGITAL CAMERA:.=>>DSC-HX7V:-

Sony Cyber shot

16Megapixels
FULL HD Recording
G-Lens
MRP: - 14,990
=>> DSC-H70:-

Sony Cyber shot

16Megapixels
FULL HD Recording
G-Lens
MRP:-12,990

44
=>>DSC-T99:-

Sony Cyber shot

14Megapixels
FULL HD Recording
Carl Zeiss Lens
MRP:-9,990
=>>DSC-WX7:-

Sony Cyber shot

16.2Megapixels
FULL HD Recording
Carl Zeiss-Lens
MRP:- 11,990
=>>DSC-W570:-

Sony Cyber shot

16.1 Mega pixels
FULL HD Recording
Carl Zeiss-Lens
MRP:-10,500

=>>DSC-W530:-

45

Sony Cyber shot

14Megapixels
FULL HD Recording
Carl Zeiss-Lens
MRP:-7990
=>> DSC-W520:-

Sony Cyber shot

14.1Megapixels
Sony-Lens
MRP:-8,990
=>> DSC-W510:-

Sony Cyber shot

12.1Megapixels
Sony-Lens
MRP:-5990
=>> DSC-S3000:-

Sony Cyber shot

10Megapixels

46
Sony Lens
MRP:-5,500

III.HANDYCAM:

NEX-VG10

Interchangeable Lens
MRP:-1, 09,990
HDR-XR55OE

Experience Life like Clarity

MRP: - 59,990
HDR-XR150E

Enjoy Brilliance Of HD.

MRP: - 39,990
HDR-CX130E

47

Compact Full HD
Free 32 GB Memory card
MRP: - 29,990
HDR-CX110E

The Most Affordable Full HD

Free 16 GB Memory card
DCR-SR20E

Longer Recording Time

MRP: - 18,990
DCR-SX45E

Compact and Stylish

Free 16 GB Memory card
MRP: - 15,990
DCR-SX20E

48
The Most Affordable
Free 4 GB Memory card
MRP: - 12,990

IV.LAPTOP AND PC:

<> VPCEL15EN:-

MRP: - 27,900
<>VPCEA45:-

MRP:-36,990
<> VPCYB15AG:-

MRP:- 24,990
<> VPCCB15FG:-

MRP: - 54,990
<>VPCCB17FG:-

49

MRP: - 69,990
<> VPCYB25AG:-

MRP: - 24,990
<> VPCSB26FG:-

MRP: - 56,990
<> VPCEB44EN:-

MPR: - 34,990
<> VPCEG18FG:-

MRP: - 42,990
<> VPCEH16EN:-

50
MRP: - 36,990
<>VPCJ128FG:-

Touch And fun begin

MRP: - 54,990
<>VPCL218FG:-

High definition on fingertips

MRP:-99,990

V.PLAYSTATION:
PS2:-

More sleek and suave design.

The brand new edition of PlayStation2 inherits.
PS3:A. PS3 (160GB):-

Introducing the new look 160GB PlayStation3

Packaging all your favorite Games.

51

B. PS3 (320GB):-

The New PS3s storage size has increased to 320GB, and

With the extra capacity.
C. PSP30004:-

Psp30004 the worlds most popular handheld just got better.

Featuring an advanced LCD.
Memory Cards:
MicroSD:-

(4, 8, 16 GB Available)
HX8A:-

(8, 16 GB Available)

52

CHAPTER-IV
DATA ANALYSIS
&
INTERPRETATION

DATA ANALYSIS AND INTERPRETATION:-

53
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with
the goal of highlighting useful information, suggesting conclusions, and supporting decision
making. Data analysis has multiple facets and approaches, encompassing diverse techniques
under a variety of names, in different business, science, and social science domains
Characteristics of data sample
In any report or article, the structure of the sample must be accurately described. It is
especially important to exactly determine the structure of the sample (and specifically the size
of the subgroups) when subgroup analyses will be performed during the main analysis phase.
The characteristics of the data sample can be assessed by looking at:
Basic statistics of important variables

Scatter plots

Correlations

Cross-tabulations

Final stage of the initial data analysis:

During the final stage, the findings of the initial data analysis are documented, and necessary,
preferable, and possible corrective actions are taken. Also, the original plan for the main data
analyses can and should be specified in more detail and/or rewritten. In order to do this,
several decisions about the main data analyses can and should be made:
In the case of non-normals: should one transform variables; make variables categorical
(ordinal/dichotomous); adapt the analysis method?
In the case of missing data: should one neglect or impute the missing data; which
imputation technique should be used?
In the case of outliers: should one use robust analysis techniques?
In case items do not fit the scale: should one adapt the measurement instrument by
omitting items, or rather ensure comparability with other (uses of the) measurement
instrument(s)?
In the case of (too) small subgroups: should one drop the hypothesis about inter-group
differences, or use small sample techniques, like exact tests or bootstrapping?
In case the randomization procedure seems to be defective: can and should one
calculate propensity scores and include them as covariates in the main analyses?[10]
The last step of data analysis consists of interpreting the findings to see whether they
support your initial study hypotheses, theory or research questions.
Data interpretation methods vary greatly depending on the theoretical focus (i.e.,
Qualitative or Quantitative research) and methods (e.g., Multiple Regression, Grounded
Theory

54
The present project is aimed at analyzing the BRAND AWARENESS OF SONY COMPANY
in karimnagar town. For these purpose data has been collected through questionnaire for a
sample of 120 respondents. The information is collected from them. The information has
been properly classified tabulated and interpreted in bar diagram

1. Customer Profile
1. AGE:-

Particulars

No of
Respondents

Percentage

Below 15

Nil

0%

15 to 25

35

29%

25 to 40

67

56%

40 & above

18

15%

Total

120

100%

S.NO
1

Interference:This table shows the age of respondents. In this 29% respondents age is 15 to
25,56% respondents age is 25 to 40 and 15% respondents age is 40 & above.

55

2. GENDER:-

S.NO

Particulars

No. of
Respondents

Percentage

Male

82

67%

Female

38

33%

Total

120

100%

Interference:This table shows the Gender of respondents. In this 67% respondents are male and
33% respondents are female.

56

3. EDUCATION:-

S.NO

Particulars

Percentage

Primary School

No. of
Respondents
Nil

1
2

Secondary

12

10%

Intermediate(+2)

17

14%

Graduation

33

28%

P.G.

49

41%

Other

7%

Total

120

100%

0%

Interference:This table shows the educational qualifications of respondents, in this 41%

are postgraduates, 28% are graduates, 14% are Intermediate, 10% are secondary education,
and 7% are others.

57

4. OCCUPATION:-

S.NO

Particulars

No. of
Respondents

Percentage

Student

38

31%

Employee

42

35%

Businessmen

7%

Professional

25

21%

Housewife

4%

Others

2%

Total

120

100%

Interference:This table shows the Occupation of respondents, in this 31% are Student, 35%
are Employees, 7% are businessmen, 21% are professional, 4% are Housewifes, 2 % are
others.

58

3. CURRENT MONTHLY INCOME:-

S.NO

Particulars

No. of
Respondents

Percentage

Less Than 5000

13

11%

5000 to 10000

25

20%

10000 to 15000

19

16%

15000 to 30000

37

31%

30000 and above

26

22%

Total

120

100%

Interference:This table shows the Currently Monthly Income of respondents, In this 31%
are 15000 to 30000 , 22% are 30000 and above, 20%are 5000 to 10000, 16% are 10000 to
15000 and 11% are Less Than 5000.

59

QUESTIONAIRE

1. Brand Awareness Of Sony:

S.NO

Particulars

No. of
Respondents

Percentage

Aware

120

100%

Not Aware

0%

Total

120

100%

BRAND AWARNESS
100%

Awareness

Interference:-

60
This table shows the Brand Awareness of Sony Products .total 100%
respondents are aware about Sony products

2.Sources of Customer Awareness:-

S.NO

Particulars

No. of
Respondents

Percentage

Advertisement

82

68%

Reference

27

23%

Sales Executives

9%

Others

0%

Total

120

100%

Customer Came to Know About Sony Product in (%)

70
60
50
40
30
20
10
0
Advt

Reference

Sales Exe

Others

Interference:This table shows the how customer come to know about Sony product , In this 68% of
respondents known through advertisement, 17% of respondents known through reference, 7%
of respondents known through Sales Executives.

61

3. Type of Media Influence:S.NO

Particulars

No. of
Respondents

Percentage

TV

64

53%

Newspaper

16

14%

Magazine

11

8%

Internet

15

13%

Friends\Relatives

14

12%

Total

120

100%

Advertisement Media Had Influenced to Buy a Sony Product in (%)

60

53

50
40
30
20
10
0

Interference:-

%
1 1

14
8
2 2

12
3 3

4 4

5 5

62
This table shows the advertisement media which influences to buy a Sony product. In this
53% are influenced by Television, 14% are Influenced by Newspaper, 8% are Influenced by
Magazine13% are Influenced by Internet, 12% are Influenced by Friends\Relatives.

4. Customer Response about Packing:-

S.NO

Particulars

No. of
Respondents

Percentage

Excellence

43

36%

Good

64

53%

Moderate

11

9%

To be improved

2%

Total

120

100%

Customer Response About Sony Product Packing In (%)

53

60
50

36

40
30

20
10

0
Execellence

Good

Moderate

Improved

Interference:The above table shows customers response towards Sony product packing. In this 36%
respondents said packing is excellence, 53 % respondents said packing is good, 2%
respondents said packing is Moderate, 9 % respondents said packing is to be improved.

63

5. Awareness of All Available Features:-

S.NO

Particulars

No. of
Respondents

Percentage

Yes

97

81%

No

23

19%

Total

120

100%

Awareness Of All Available Features

19%
Yes

No
81%

Interference:The above table shows customers awareness of all available features in Sony products. These
81% respondents said they were aware and 19% of respondents said they were not aware.

64

6. AWARENESS LEVEL OF SONY PRODUCTS FEATURES:-

S.NO

Awareness Level
Of Respondents

No. of
Respondents

Percentage

100%

29

25.8%

75%

48

42.9%

50%

23

20.5%

20%

11

9.8%

Total

112

99%

Awareness Level Of Respondents

45
40
35
30

Awareness

25
20
15
10
5
0
1

0.75000000000000022

0.5

0.2

Interference:The above table shows customers awareness level of Sony products. in this 25.8% of
respondents said they were 100% aware, 42.9% of respondents said they were 75% aware,

65
20.5% of respondents said they were 50% aware, 9.8% of respondents said they were 20%
aware.

7. Point Of Purchase:

S.NO

Particulars

No. of
Respondents

Percentage

Multi brand Dealer

39

32.5%

62

51.7%

Company
Outlet
From Abroad

10

8.3%

Others

7.5%

Total

120

100%

60
50
40
Percentage

30
20
10
0
M.B Deler

Outlet

Abrd

othrs

Interference:The above table shows Point of purchase of Sony brand. In this 51.7%
buying from company outlet, 32.5% buying from multi brand dealer,
8.3% buying from Abroad, 7.5% buying from others.

66

8. PRODUCTS USED AND OWNED

S.NO

Particulars

No. of
Respondents

Percentage

TVs & Projectors

31

25.8%

Home Video

16

13.3%

3
4

Home Theatre System

Digital Camera

12
13

10%
10.8%

18

15%

Hand cam Video

Camera
Game

5%

Mobile Phone

19

15.8%

Others accessories

4.2%

Total

120

100 %

Interference:The above table shows the customer owned and used Sony products, in this 25.8% used
TVs & Projectors. 13.3% used home video, 10% used home theatre system, 10.8 % used
digital camera, 15% used hand cam video, 5% used game, 15.8 % used mobile phone, and 4.2
% used other accessories.

67

Customer Usage Of Sony Product at present in %

30

25.8

25
20
15
10
5
0

15.8

15

13.3
10

10.8
5

4.2

68

9. Customer Opinion about the Price of Sony product:-

S.NO

Particulars

No. of
Respondents

Percentage

High

65

54.2%

Low

5%

Reasonable

49

40.8%

Total

120

100%

Customer Opinion About the Price of sony product

60

54.2

50

40.8

40

Price

30
20
5

10
0
High

Interference:-

Low

Reasonable

69
The above table shows the customer opinion About Sony product Prices, in this 54.2%
respondents say price is high, 40.8% respondents say price is reasonable, 5% respondents say
price is low.

10. Customer perception towards Quality:-

S.NO

Particulars

No. of
Respondents

Percentage

Poor

Nil

0%

Fair

15

12.5%

Good

48

40%

Very Good

22

18.3%

Excellent

35

29.2%

Total

120

100%

Customer Perception Towards quality Of Sony Products In %

120
100

100
80
Quality
60
40

40

29.2

20
0

Interference:-

18.3

12.5
poor
0

Good

Fair

Very Good

Excellent

Total

70
The above table shows the customer perception towards quality Sony Brand, in this 40%
Respondents Said Quality is good, 29.2% respondents Said Quality is excellent, and 18.3 %
Respondents Said Quality is very good
, 12.5% Respondents Said Quality is fair.

11. Customer Satisfaction with Service Centers:-

S.NO

Particulars

No. of
Respondents

Percentage

Yes

97

80.8%

No

23

19.2%

Total

120

100%

Customer Satisfaction with the Service centers

no

yes

no

yes

Interference:The above table shows the customer satisfaction with the Sony services centers, in this
80.8% said they are satisfied and 19.2% respondents said they are not satisfied.

71

12. Loyalty of Customers:

S.NO

Particulars

No. of
Respondents

Percentage

Very likely

54

45%

Some what unlikely

19

16%

Not sure

28

23%

Some what likely

15

13%

Very unlikely

3%

Total

120

100%

Loyality Of Customers
50
45

45

40
35
30

Loyalty

25
20

16

15

23

13

10
3

5
0
Very Likelysome what unlikely notsure

somewhat likely very unlikely

Interference:The above table shows the customer loyalty towards the Sony products in future, in this
45% of Respondents said very likely, 16% of Respondents said some what unlikely likely,

72
23% of Respondents said not sure, 13% of Respondents said some what likely, 3% of
Respondents said very unlikely.

13. PERFOMANCE LEVEL OF SONY PRODUCT AND THEIR STAFF

KNOWLEDGE:-

S.NO

Particulars

No. of
Respondents

Percentage

Fair

13

11%

Good

65

54%

Excellence

18

15%

Perfect

15

13%

Not satisfactory

7%

TOTAL

120

PERFOMANCE LEVEL OF SONY PRODUCT AND THEIR STAFF KNOWLEDGE.

60

54

50
40
Percent
30
20

15
11

10

13
7

0
Fair

Interference:-

Good

Excellence

Perfect Not satisfactory

100%

73
The above table shows the performance level of the Sony staff & their product knowledge,
in this 11% of respondents said fair, 54% of respondents said good, 15% of respondents said
excellence, 13% of respondents said perfect, 7% of respondents said not satisfactory.

14. PARMETERS OF CUSTOMERS:-

S.NO

Particulars

No. of
Respondents

Percentage

Suitable Price

14

12%

Better Features

26

19.7%

Stylish Appearance

23

19.3%

Performance

19

16%

Advanced Technology

32

28%

Others

5%

Total

120

100%

PARAMETERS OF CUSTOMERS

Others;
5% price; 12%
Suitable
Advnced Technology; 28%

BetterFeatures; 20%

Perfomance;
16%appearance; 19%
Stylish

Interference:-

74
The above table shows the parameters of customer towards the Sony product, in this 28%
of respondents looks for advanced technology, 12% of respondents looks for suitable price,
19.7% of respondents looks for better features, 19.3% of respondents looks for stylish
appearance, 16% of respondents looks for performance, 5% of respondents looks for others.

15. REFERENCE AND RECOMENDATIONS:-

S.NO

PARTICULARS

NO.OF
RESPONDENTS

PERCENTAGE

Yes

103

86%

No

17

14%

Total

120

100%

Interference:The above table shows the customer recommended and reference of the Sony product, in
this 86% of respondents said yes, 14% said no.

75

16. MARKET SURVEY PRE-PURCHASE OF SONY

BRANDS:-

S.NO

PARTCULARS

NO. OF
RESPONDENTS

PERCENTAGE

Yes

67

56%

No

53

44%

TOTAL

120

100%

Market Survey Before Pre-purchase of sony

brand

Yes

No
44
56

Interference:The above table shows the consumer market survey pre-purchase of the Sony brand, in
this 56% of respondents said they will conduct pre-purchase market survey, 44% of
respondents said they will not conduct pre-purchase market survey.

76

CHAPTER-V
CONCLUSION

77

FINDINGS:
100% respondents are aware about the Sony products.
68% respondents are come to know about Sony products through advertisement followed
by references, sales executives, others etc.
53% respondents are influenced by T.V media, 14% respondents are influenced by
newspaper, 8% are influenced magazine, followed by internet etc
. 53% respondents are packing is good, 36% respondents said excellence, and followed by
improved, moderate.
81% are respondents are aware about Sony available features, 19% are not aware about
Sony available features.
51.7% respondents are buying from company outlet, 32.5% respondents are buying from
Multi brand dealer, followed by abroad.
25.8% respondents are used TVs and projectors, 15.8% respondents are used mobile
phone, 13.3% respondents are used home video followed by handy cam, game etc
54.2% respondents said price is high price, 40.8% respondents said reasonable, low.
40% are respondents said Sony products are good quality, 29.2% are respondents excellent,
fair.
80.8% respondents are satisfied with service centers & 19.2% respondents are not
satisfied.
45% respondents are very likely to buy Sony product, 23% not sure followed by very
unlikely.
54% respondents said performance of Sony staff is good followed by excellence, fair,
perfect.
28% respondents look for advanced technology,19.7% look for better features followed by
stylish appearance, suitable price etc.
86% respondents recommend others, 14% are not recommended.

78

SUGGESTIONS: Sony Electronics need to maintain same level of advertisement and sales promotion
strategies to make it self strong brand.
By increasing number of outlets in different places, the company can make its strong
presence in market.
Its suggested to increase its advertisement in emerging Medias like internet.
Its suggested to increase commercial media advertisement like newspaper magazine
and internet.
Its suggested to provide more attractive offers and reduce the price compare with
other products.
To maintain Sony brand equity has to maintain quality of product when they go for
brand and product extension.
The availability of Sony products can be increased by establishing a multi-brand
dealers network.
It is suggested to provide a quality of service to customer by establishing adequate
service centers in remote areas.
As the competition is very high in these lighting segments so it is advised that Sony
brand need to follow the competitive price strategies along with promotional
strategies.

79

CONCLUSION:1. Brand awareness builds consumer expectations that it pledges to constantly meet by
delivering superior products and services, enabling firms to remain competitive and
differentiated.
2. Building a strong brand name is key factor for business success. In the competitive
business environment of today, consumer sophistication has altered business practices.
Organizations are forced to anticipate customers needs and convey clear messages to
consumers by establishing strong brand names and focusing on brand building
3. Brand awareness primarily determines a firms promise to consumers. This involves
developing a product or service, agree on the best positioning to gain competitive edge and
decide on the marketing and advertising strategies to convey the promise to consumers.
4. By effectively communicating its branding message, a firm can tell the public this is who
we are; this is what we can do for you; this is how we will satisfy your needs. In doing so,
not only it creates brand awareness
5. But it also builds consumer expectations that it pledges to constantly meet by delivering
superior products and services. Through effective targeting of consumer needs, a product
brand name can come to the forefront of consumer perception by meeting those needs and by
making consumers relating the brand name with the product.
6. A brands practical attributes and symbolic values are inherent elements that help the brand
appeal on consumers minds and emotion. When consumers relate brands with symbols, it
becomes easier for an organization to raise consumer interest.
Lexus is known for luxury, or Apple is known for innovation. Therefore, in consumers
minds, a brand is more than just a recognizable name: it is a promise that needs to be met on
a regular basis.
7. by raising consumer interest and making consumers aware of their products and services,
firms not only expand their customer base, but they also keep their loyal customers and
increase their market share.
8. As a firm increases its customer base and attracts more customers, it also increases its sales
and profitability. Ideally, a firm wants to introduce its products and services to a growing
number of consumers,

80
Who will become loyal customers of the firm as soon as they relate the firm with
the brand and the promise it conveys to the satisfaction of their needs.

Questionnaire: Name of the respondent_______________________

Age of respondent?
a) Below 15

c) 25 to 40

b) 15 to 25

d) 40 and above

Gender?
a) Male

b) Female

Education Qualification?
a) Primary Schooling

b) Secondary

c) +2

d) Graduation

e) P.G

f) Other

Occupation?
a) Student

b) Employee

c) Businessmen

d) Professional

e) Housewifes

f) others

Current Monthly Income?

a) Less Than 5000

b) 5,000 to 10,000

c) 10,000 to 15,000

d) 15,000 to 30,000

e) 30000 & above

I. Do you aware about Sony brand?
a) Yes

b) No

II. How do you come to know about Sony brand?

a) Advertisement

b) References

c) Sales Executive

d) Others

81

III. Which media advertisement media influenced you to buy?

a) TV

b) Radio

c) Newspaper

d) Magazine

e) Internet

f) Friends and Relatives

g) Havent heard it before

IV. What is your opinion on packing of Sony brand?
a) Excellence

b) Moderate

c) Good

d) to be improved

V. Do you know about all available features in Sony brands?

a) Yes

b) No

If yes Please rate the level of wage.

a) 100%

b) 75%

c) 50%

d) 25%

VI. Where do you prefer to buy the Sony product and how?
a) Multi Brand dealer

b) Company Outlet

c) Moderate

d) Other Any Else

VII. When Do you Bought Sony Product and which product?

a) Under 1 month

b) 1 to 6 months

c) 6 months to 1 year

d) Not sure

________________________________________________
VIII. Which of these Sony brand have you used at present?
a) TV & Projector

b) Home Video & Audio

c) Laptop computer

d) Digital Camera

e) Hand Cm Video Camera

f) Game

g) Mobile Phone

h) Other Accessories

IX. What is your opinion about the prices of Sony products with others
Product?

82
a) High

b) Low

c) Reasonable

X. Overall how do you rate the quality of Sony branded products?

a) Poor

b) Fair

d) Very Good

e) Excellent

c) Good

XI. Are You Satisfied with Sony service centers?

a) Yes

b) No

XII. How likely are you to buy Sony Brand in future?

XIII.

a) Very Likely

b) Some What Unlikely

c) Not sure

d) Some what likely

e) Very unlikely

How do you rate the performance of Sony staff and their product knowledge,
Suggestions?

a) Fair

b) Good

d) Perfect

e) Not Satisfactory

XIV.

c) Excellence

Would You Recommend Sony Brand To Friend Or Relative?

a) Yes

b) No

If Yes Why:-________________________________________________
If No Why:-_________________________________________________

XV. Why did you prefer Sony brand?

XV.

a) Suitable Price

b) Better Features

d) Performance

e) Advanced Technology

Can you recall some names of Sony brand?

c) Stylish Appearance
f) Others

83

XVI.

a)__________________

b)______________________

c) ___________________

d)______________________

Did You Collected the information (market survey) before you purchased any
Sony product?
a) Yes

b) No

If yes what:-____________________________________________

XVII. What is your suggestion to Sony Company?

a)___________________________________________________
b) ___________________________________________________
c) ____________________________________________________
d)____________________________________________________
e) _____________________________________________________

84

BIBILOGRAPHY:BOOKS: Marketing Management

(Philip Kotler ) .
Brand Management
(YLR Moorthi).
Marketing Metrics: The Definitive Guide to Measuring Marketing
Performance(Laurent, Gilles)
Dimensions of Brand Personality
(Aaker, J.L. (1997))

JOURNAL & MAGAZINES: Business Line.

Times of India.
Business World.
Economic Times.
Advertising & Marketing.
Stability of Appliance
Brand Awareness," Journal of Marketing Research.

WEBSITES:I. www.wikipedia.com
II. www.sony.com