Sony F

Consumer Behaviour towards Sony Vaio laptops
Chapter 1 1. INTRODUCTION
Sony in India One of the most recognized brand names in the world today, 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 14 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.
In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sonys exclusive stores Sony World are fast becoming the most visible face of the company in India.
Sony India also has a strong service presence across the country with 21 company owned and 172 authorized service centers. A distinctive feature of Sonys service is its highly motivated and well-trained staff that provides the kind of attentive and sensitive service that is rare today.
G.V.P.P.Govt First Grade College, H.B.Halli
1.1 Objectives of the study 1. To determine the reasons for low sales of the Sony Vaio Laptops as
compared to other brand laptops. 2. To determine the possibilities of increasing the sales of Sony Vaio
Laptops 3. To determine the gaps in the distribution channel of the Sony Vaio
laptops. 4. To determine the satisfaction level of retailers regarding the promotional
strategies for laptops undertaken by Sony vaio.
1.2. STUDY OF THE PROJECTS The study was undertaken in the respective organization to know about the problems in the sales of Sony Vaio laptops. Since there is a cut-throat competition in the market it makes the study very viable to know the retailers perception about the Sony Vaio laptops and satisfaction in the distribution channel. Where a prominent number of 20 respondents were taken to conduct the overall survey and project. 60 users of Sony as well as non Sony laptops users were surveyed. 20 potential customers were met and asked about their preference
The survey was conducted through a structured questionnaire method and the respondents were chosen with the help of database given by the company personnel and also helped by the local retailers in finding other retailers in that region and they are selected by the non probability and convenience sampling method.
When there is Product awareness, there is an increase in sales. It should also keep regular check on the market and also keep the interest of existing customer by giving them regular service on the product what they have purchased and they should give good offers on the laptop purchased. The study also revealed that the company is doing well in the market and most of the end users are satisfied with the product but the only concern to the company is that the competition is increasing in the market and there is no provision for minor to minor mistakes it may be right from producing of a product to marketing and sales, service thereafter. So it becomes essential for the company to have a regular check on the market and serve as per the purpose of the retailers and end users. The study was conducted for 60 days. The information was gathered in fulfillment of the companys requirement. The information was tabulated and data was checked and analyzed.
Methodology adopted Primary data Primary data is first hand information that has to be collected by the researcher from the respondents of Bangalore city market i.e. retailers & end users of the laptop. Through personal interview method with the help of questionnaire. Analysis, interpretation, summary of findings, conclusions and recommendations are completely based on primary data. Secondary data Secondary data are data that were developed for some purpose other then helping to solve the problem at hand. After identifying and defining the research problem and determining specific information required solving the problem, the researchers task is to look for the type and sources of data which
may yield the desired results. The research will not be complete without the complete reference to the relevant secondary data.
Type of Research Descriptive Research and Explorative research will be used for conducting the survey.
Sampling method Methodology adopted is, Non probability, Convenience sampling method techniques. Individual sampling unit is taken for the Sampling method. 100 samples of the end users of the laptop In the end users and potential again there will be 3 segments consisting of Professionals, Business class and students.
1.3. Limitations of the study depth. The sample size was limited .i.e. 100 end users and potential customers. Analysis of the data generated from questionnaire is done on the
The survey was restricted to Bangalore city region only. The period for the research was not enough to conduct the study in
assumption that the respondents have divulged correct information, which may not be so with all respondents.
Company Profile
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. The main objective of the company was to design and create innovative products which would benefit the people.
Sony's Story
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 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), Walkman personal stereo (1979), Handycam videocamera (1989), PlayStation (1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006).
Sony employees in 1956 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, 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, 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.
Over View
One of the most recognized brand names in the world today, 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 16 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. With brands names such as BRAVIA, VAIO, Tablet, Handycam, Cyber-shot, Walkman, Xplod, Sony hi-fi, Memory stick and PlayStation, Sony has established itself as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications, Recording Media, Business and Professional products. Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major
towns and cities in the country through a distribution network comprising of over 10,400 dealers and distributors, 270 exclusive Sony outlets and 23 direct branch locations. Sony India also has a strong service presence across the country with 255 service outlets. Manned by customer friendly and informed sales persons, Sonys exclusive stores Sony Center are fast becoming the most visible face of the company in India. A distinctive feat ure of Sonys service is its highly motivated and well-trained staff that provides the kind of attentive and sensitive service that is rare today. Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to peoples lifestyles and offer them new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates us from countless competitors and reflects a true image of all that is Sony.
Company Outline
Company: Managing Director: Date of Establishment: Location: Sony India Pvt. Ltd. Mr. Kenichiro Hibi November 17, 1994 A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044, India. Staff Strength: 900
Share Capital: Share Holding: Branch Offices:
INR 631 million (FY11) 100% subsidiary of Sony Corporation, Japan Delhi, Mumbai, Bangalore, Chennai, Kolkata,
Hyderabad, Jaipur, Chandigarh, Lucknow, Pune, Ahmedabad, Indore, Cochin, Coimbatore, Ghaziabad, Ranchi, Mangalore, Guwahati, Gurgaon,
Bhubansehwar, Vijaywada, Nagpur and Ludhiana (23 Direct Branch Locations) Business Activities: Marketing, Sales and After-Sales Service of electronic products & software Video and exports Digital Products: Still LCD
Televisions,
Cameras,
Notebooks and Business Projectors, Personal Audio, Audio Video Accessories, Hi-fi Audios and Home Theater systems, Car Audio and Visual Systems, Game Consoles, Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products.
Corporate Social Responsibility
Electronic Waste (E-Waste) Management Saving environment is a shared responsibility, where Sony seeks understanding and cooperation from its consumers. Our e-waste management is an initiative towards reducing the environmental impact of our products. Join us as we take an endeavor to save the environment. The Sony e-waste management reaffirms our commitment to ensure compliance of environmental laws in India by ensuring proper management of electronic waste. In order to promote and encourage electronic waste recycling, we would advise consumers to deposit your electronic equipments and accessories at any of the collection centers mentioned in the list attached. We look forward to your support in ensuring safe and efficient disposal of e-waste which is a shared responsibility between you the consumer and Sony. We value your co-operation and understanding in this regard.
QUALITY POLICY Quality Management Sony is wholeheartedly committed to improving product and service quality from the customer's viewpoint with the aim of maintaining and enhancing customers' trust, confidence and satisfaction. This reflects Sony's belief that its most important goal is to remain a highly trusted partner for its customers. Philosophy and Policy Since the start of its operations, Sony has given top priority to providing customer oriented, highquality products and services as an operating foundation. This
philosophy is set forth in the Founding Prospectus drafted in 1946 by Sony's co-founder, Masaru Ibuka.
The Sony Group Code of Conduct, established in May 2003, compels Sony to continuously seek ways to comply with or exceed legally mandated standards in all aspects of its business activities to ensure the safety and satisfaction of customers who use its products and/or services. To instill this philosophy more firmly, in January 2008 Sony formulated the Sony Pledge of Quality, which lays out Sony's basic policy on product and service quality in the Electronics business.
Breakdown of Product Quality Improvement
Environment Policy
Sony India is committed to comply with Sony Group Environment Vision (SGEV) and to continually improve Environment Performance in our office.
Management Level
MD
National Sales Head Regional Sales Manager Area Sales Manager

Major Competitors
The major competitors for Sony Vaio in this region are HP/Compaq, Acer, Lenovo and the major share is taken by HP/Compaq laptops as they are having the brand name as well as competing products which match the international standards and are of good quality. In Sony the starting prices are from forty thousand and plus where as HP/Compaq has thirty plus thousand price tags.
If a person buying laptop with price in his mind then there is no chance of him going for Sony as it is not affordable, in case he is ready to bear the price for
the price of forty thousand plus when he is able to get better configuration than what he gets in Sony then also he will think twice while buying. Sony products are known for the quality there is no doubt about it but the price tags make them unhappy. People who are affordable and they are brand conscious only go for Sony. In some cases the user was given a Sony laptop by his organization. The looks are most preferred of the Sony products. Acer and Lenovo are also having the higher end models where in they tap the segment which is price conscious and wants higher configuration. Here these companies produce at a low cost and do not charge premium prices on there products as they want to compete in the market and increase their market share and with small margin they want to increase their profit.
Various Branch Offices and Service centers

The Head office of Sony India Pvt Ltd is located in New Delhi. Sony Branch offices

Haryana, Ludhiana, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow,
Pune, Ahmedabad, Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Hubli and Ranchi
Employee base
Sony India currently has employee base of 636 people working in India in various branch offices.
Business Activities
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), 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 PRODUCTS
Electronics
The Electronics business is comprised of televisions, video, audio, information and communications equipment, Laptops, components,
semiconductors and other products. To achieve future growth and to reinforce competitiveness and profitability, Sony is concentrating investment of its Electronics business resources in development and commercialization in the areas of high definition (HD) products, mobile electronics and semiconductors and other devices, all of which are crucial to the differentiation of Sonys products.
Review of Operations
In the fiscal year ended March 31, 2007, the global market for liquid crystal display (LCD) televisions totaled approximately 51.5 million units, 2.5 times its size in the previous year. Although competition in the operating
environment for the flat panel television industry was harsh overall, efforts to heighten the appeal of our BRAVIA line of LCD televisions by focusing on key strategic product featuresnamely larger screen sizes and Full HD (1920 x 1080-pixel) resolutionsupported brisk sales worldwide, pushing shipments of BRAVIA televisions up 2.3 times, to approximately 6.3 million units, and earning us the top global market share. * Source: DisplaySearch, revenue basis for calendar year 2006
Sony Corporation of America Leadership

These executives comprise the leadership of Sony Corporation of America, the U.S. subsidiary of Sony Corporation:
Michael Lynton CEO, Sony Corporation of America CEO, Sony Entertainment, Inc. Chairman and CEO, Sony Pictures Entertainment
Nicole Seligman President, Sony Corporation of America EVP and General Counsel, Sony Corporation
Steven Kober EVP and Chief Financial Officer, Sony Corporation of America
Mark Khalil EVP and General Counsel, Sony Corporation of America
Global Leadership
The following executives have global responsibility for their respective businesses:
Kazuo Hirai President and CEO, Sony Corporation
Kunimasa Suzuki President and CEO, Sony Mobile Communications
Michael Lynton
Chairman and CEO, Sony Pictures Entertainment
Amy Pascal Co-Chairman, Sony Pictures Entertainment Chairman, Sony Pictures Entertainment Motion Picture Group
Doug Morris Chief Executive Officer, Sony Music Entertainment
Martin Bandier Chairman and CEO, Sony/ATV Music Publishing
Andrew House President and Group CEO, Sony Computer Entertainment Inc.
Dieter Daum Chief Executive Officer, Sony DADC Global
U.S. Business Leadership The following executives head smaller U.S.-based businesses or U.S. operations of their respective global businesses:
Phil Molyneux President and COO, Sony Electronics
Ravi Nookala President, Sony Mobile Communications (USA) Inc.
Jack Tretton President and CEO, Sony Computer Entertainment America
John Smedley President, Sony Online Entertainment
Michael Frey President, Sony DADC New Media Solutions
David Rubenstein President, Sony DADC Americas
Stephen White President, Gracenote
Allen Poirson CEO and Chairman of the Board, Sony Biotechnology Inc.
Karen Hedine President, Micronics, Inc.
Steven Fuld SVP and Managing Director, Sony Card Marketing & Services Company
Television & Projector

Sony has developed a myriad of Television and Projectors, as well as accessories, to cater to all types of lifestyle and business needs. Those seeking the latest in technology can look to our cutting edge LCD TVs. If you wish to enjoy a home theatre experience, select from our Home Theatre Projectors or Projection TVs. We also have a line-up of Business Projectors to fit your purpose.
Interchangeable Lens Camera

Pushing the envelope of innovation and technology, Sonys digital SLR cameras offer serious photographers nothing but the best. The digital SLR camera features high-performance features, so expect superior picture quality, high sensitivity, automatic increase of detail in bright and dark picture areas, smooth image stabilization and dual media options. The camera uses trustworthy Carl Zeiss lens and has a comprehensive range of professional accessories.
SLT & DSLR Camera (A-mount)
Mixing style and functionality, the Sonys SLT & digital SLR Camera is catered for photographers looking to hone their craft, with its capability to capture professional looking digital images. View Model NEX Camera (E-mount)
Interchangeable-lens creative freedom and SLR class image quality in a stylish, ultracompact package you can carry anywhere
Video Camera
It doesnt matter if you are making family videos, filming documentaries or developing feature films. Whatever the purpose, we have the right kind of camcorder you need and can afford. Sonys Handycam Camcorders have a variety of different features and functions that help deliver spectacular video performances of stunning clarity. Handycam Video Camera
It doesnt matter if you are making family videos, filming documentaries or developing feature films. Whatever the purpose, we have the right kind of camcorder you need and can afford.
Home Audio
Sonys Home Audio systems offer big sounds from small packages. Our Hi -Fi systems and components are capable of delivering rich music, made richer with preset equalizer settings. Theyre also convenient, with multiple disc changers for putting in many CDs at one go. With AM/FM tuners, youre offered with more music choices. Some even house additional features such as the ability to handle multiple formats, track programming and repeat and random play.
Hi-Fi System
Tablet
Sony Tablet delivers the perfect combination of hardware, content and network with seamless usability for a high-quality, engaging entertainment experience. Sony Tablet
Computer & Peripherals

Combining form, function and the latest in technology, Sony provides a range of IT and computing devices, storage media, accessories and peripherals to better serve all your IT needs. VAIO Laptop & Computer
Memory Card
Smartphones
Xperia ZL The amazingly compact 5(12.7 cms) full HD smartphone. A razor sharp 5(12.7 cm...) Rs 36,990 Xperia Z Experience the best of Sony in a smartphone. Introducing the precision engine... MRP Rs 38,990 Xperia J/White An eye-catching combination of stylish design with stand-out screen size and ... MRP Rs 15,490 Xperia Miro/Black A stylish social phone, full of your favourite people MRP Rs 13,990 Xperia Tipo Dual/Black Switch between SIM cards anytime with the dedicated hardware key. Its a perf... MRP Rs 9,990 Xperia SL/Black Experience everything in HD with the sharpest* smartphone display MRP Rs 24,990
Xperia Tipo/Black Enjoy the entertainment. Xperia tipo is so easy to use. The latest apps and m... MRP Rs 8,990
Xperia ion/Black Happy faces, spectacular scenery - capture it all with Xperia ion HSPAs fas... MRP Rs 29,990 Xperia go/ White Smart, sleek and durable Ups, downs and sudden showers. Weve designed Xperia... MRP Rs 18,990 Xperia Neo L/White Xperia neo L MT25i is a smartphone that oozes elegance. It is sleek and styli... MRP Rs 14,490
SMART WATCH
Bring your world at your fingertips The SmartWatch features an easy-to-use, u... MRP Rs 8,749
Product Profiles
Sony Vaio Laptops
History
Although Sony made computers in the 1980s exclusively for the local (Japan) market, the company withdrew from the computer business around the turn of the decade. Sony's re-entry to the global computer market under the new Vaio brand, began in 1996 with the PCV series of desktops.
Etymology Originally an acronym of Video Audio Integrated Operation, this was amended to Visual Audio Intelligent Organizer in 2008 to celebrate the brand's 10th anniversary. The branding was created by Timothy Healy to distinguish items that integrate consumer audio and video with conventional computing products, such as the Sony Vaio W Series personal computer, which functioned as a regular computer and a miniature entertainment center. The Vaio logo also represents the integration of analog and digital technology with the 'VA' representing an analog wave and the 'IO' representing a digital binary code.
Products Sony has expanded its use of the VAIO brand, which can now be found on notebooks, subnotebooks, desktops and media centres. Network media solutions by Sony will also carry the VAIO brand. VAIO notebooks are currently shipped with Microsoft Windows 8 or with
Windows 8 Pro In mid-2005 a hidden partition on the hard drive, accessible at boot via the BIOS or within Windows via a utility is used instead of recovery media for many VAIO laptops. Pressing [F10] at the Vaio logo during boot-up will cause the notebook to boot from the recovery partition; where the user has the choice of either running hardware diagnostics without affecting the installed system, or restoring (re-imaging) the hard drive to factory condition an option that destroys all user installed applications and data). When first running a VAIO system out of the box, users are prompted to create a set of recovery DVDs, which will be required in case of hard disk failure and replacement with a new drive. In cases where the system comes with Windows 7 64 bit pre-installed the provided recovery media restores the system to Windows 7 32 or 64 bit. Therefore, the user must create their own recovery disks. Also included as part of the out-of-box experience, are prompts to register at Club Vaio, an online community for Vaio owners and enthusiasts, which also provides automatic driver updates and technical support via email, along with exclusive desktop wallpapers and promotional offers. On recent models, the customer is also prompted to register the installed trial versions of Microsoft Office 2010 and the antivirus software (Norton AntiVirus on older models, and McAfee VirusScan or TrendMicro on newer ones) upon initial boot. Vaio computers come with components from companies such as Intel processors, Seagate Technology, Hitachi, Fujitsu or Toshiba hard drives, Infineon or Elpida RAM, Atheros and Intel wireless chipsets, Sony (usually made by Hitachi) or Matsushita optical drives, Intel, NVIDIA or AMD graphics cards and Sony speakers. Recent laptops have been shipped with
Qimonda RAM, HP speakers with Realtek High Definition Audio Systems, and optional Dolby Sound Room technology. As of 2013, Sony VAIO's range counted on 7 different products. The most basic are the models contemplated in the E, T and S series while the high end model, the Z Series, has been discontinued. Sony also has a range of hybrid computers, with models called Vaio Duo 11 and Vaio Tap 20, as well as a desktop computer under the L series. Currently, models use Windows systems and Intel processors, as described above. Technology Some Sony Vaio models come with Sony's proprietary XBRITE (known as ClearBright in Japan and the Asia-Pacific region) displays. The first model to introduce this feature was the Vaio TR series, which was also the first consumer product to utilize such technology. It is a combination of smooth screen, anti-reflection (AR) coating and high-efficiency lens sheet. Sony claims that the smooth finish provides a sharper screen display, the AR coating prevents external light from scattering when it hits the screen, and the highefficiency lens sheet provides 1.5 times the brightness improvement over traditional LCD designs. Battery life is also extended through reduced usage of the LCD backlight. The technology was pioneered by Sony engineer Masaaki Nakagawa, who is in charge of the Vaio TR development. The TX series, introduced in September 2005, was the first notebook to implement an LED back-lit screen, which provides lower power consumption and greater color reproduction. This technology has now been widely adopted by many other notebook manufacturers. The TX series was also the first to use a 16:9 aspect ratio screen with 1366x768 resolution.
The SZ series was the first to use switchable graphics the motherboard contained an Intel GMCH (Graphics Memory Controller Hub) featuring its own in-built graphics controller (complete memory hub controller and graphics accelerator on the one die) and a separate NVIDIA graphics accelerator chipset directly interfaced with the GMCH. The GMCH could be used to reduce power consumption and extend battery life whereas the NVIDIA chipset would be used when greater graphics processing power was needed. A switch is used to toggle between the graphics options but required the user to preselect the mode to be used before the motherboard could initialize. The Z series has recently replaced the SZ series and does not require a restart of the system to change graphic modes on Windows Vista, which can be done "on the fly". This feature has subsequently been used by other manufacturers, including Apple, Asus and Alienware. The high-end AR Series Vaios were the first to incorporate a Blu-ray Disc burner. This series was designed to be the epitome of high-definition products including a 1080p capable WUXGA (1920 1200 pixels) screen, HDMI output and the aforementioned Blu-ray burner. The AR series also includes an illuminated logo below the screen. Blu-ray/HDMI capable models have been the subject of intense promotion since mid-2007, selling with a variety of bundled Blu-ray Discs. The AR series was subsequently replaced by the AW series, which incorporates all of these features in a 18.4" 16/9 display. Another addition to the Vaio series is the TZ model. This new design features a 64GB Solid State Drive (SSD) for rapid boot-ups, quicker application launches and greater durability. If selected, a 250GB Hard Drive may also be included in place of the built-in CD/DVD drive to provide room for additional storage. For security, this model includes a biometric fingerprint sensor and Trusted
Platform Module. The TZ offers a Built-in highly miniaturized Motion Eye camera built into the LCD panel for video conferencing. Additional features include the XBRITE LCD, integrated Wireless Wide Area Network (WWAN) technology and Bluetooth technology. A selection of media centres were added to the Vaio range in 2006. These monitorless units (identified by a product code prefixed by VGX rather than VGN) are designed to form part of a home entertainment system. They typically take input from a TV tuner card, and output video via HDMI or composite video connection to an ideally high-definition television. So far this range includes the XL and TP lines. The VGX-TP line is visually unique, featuring a circular, 'biscuit-tin' style design with most features obscured behind panels, rather than the traditional set-top box design. Bundled software Sony has been criticized for loading its VAIO laptops with bloatware, or ineffective and unrequested software that supposedly allows the user to immediately use the laptop for multimedia purposes. Dell had been accused of the same practice, but after strong customer feedback agreed to offer "limited" pre-installed software on its machines. Sony now offers a "Fresh start" option in some regions with several of their business models. With this option, the computer is shipped only with a basic Windows operating system and very little trial software already installed. The default webcam software in VAIO notebooks is ArcSoft WebCam Companion. It offers a set of special effects called Magic-i visual effects, through which users can enhance the images and videos taken through the webcam. It also features a face detection feature. Certain other Sony proprietary software such as Click to Disc Editor, Vaio Music Box, Vaio
Movie Story, Vaio Media Plus are also included with recent models. Those shipped with ATI Radeon Video cards feature the Catalyst Control Centre, which enables the user to adjust the various video features such as brightness, contrast, resolution etc., and also enables connection to an external display.
Problems
Heat problems On September 4, 2008, Sony announced a worldwide voluntary product inspection and rework program for TZ-series notebook computers
manufactured since June 2007. All model numbers beginning with VGN-TZ1 and VGN-TZ2 were eligible, along with some VGN-TZ3 notebooks. The issue involves "a limited number of units" which could potentially "generate heat around the DC jack inlet and frame of LCD screen, which creates the potential of deformation of the plastic casing". In the United States, the service offered is generally on-site, whilst in the rest of the world it typically involves collection of the notebook by a courier, often DHL, for servicing in a Sony repair center. ChannelWeb reports that 100,000 units have been recalled. VGN-CS Series Cooling Fan failure On 9 October 2007, Sony announced: It has transpired that some VGN-CS series and VGN-BZ series Vaio notebook computers exhibit some uncharacteristic fan noise On affected Vaio notebook computers, the cooling fan will start to make an unusual noise. For affected models highlighted in this notice, Sony offers a free repair service for two years starting from the purchase date. Concerns regarding hardware virtualization In the past, nearly all Sony VAIO computers have had hardware virtualization technology (VT) disabled at the factory, the exception being the
new BZ range, which uses an Aptio BIOS by American Megatrends, rather than the customized Phoenix BIOS common on older models. However, on November 3, 2009, Sony released the following information on the VaioLink.com website: A number BIOS updates have been released which provide the option to enable VT in the BIOS. If a VT-enabling bios has been published for your Vaio model, you can find it in the Updates section. The released BIOS updates were provided for most of the Vaio range, and as expected, it will only list the "Enable VT" option in the BIOS if the CPU supports it.
Wireless Hardware Switch WiFi and Bluetooth can be disabled by the user in two methods: the hardware switch and the software switch. If either one of these switches is turned off the WiFi will stay switched off. The hardware switch is located on the front or the keyboard hood or the side (depending on the model), and is labeled either "WLAN" or "WIRELESS". A green light usually accompanies the switch but is only lit when both the hardware switch and the software switch are on indicating the WiFi NIC being in operation. The hardware switch controls both the bluetooth and WiFi power. The software switch is an icon usually located in the system tray, this program is called 'Vaio Smart Network' and always for wireless functions to be turned on and off individually. This program varies between older and newer models but is inherent in all OEM installations.
VAIO S Series 13A/13/15 Power wherever you need it VAIO S Series is designed for people who need powerful computing performance and a full range of features but who also require mobility. Choose from either 15.5 (39.37 cms) LCD or a 13.3(33.78 cms) LCD. Both sizes combine all the power you need with the VAIO full flat design and extended battery life that are essential for today's mobile computing. Power for both speed and stamina The 3rd generation Intel Core i7 Processor* and the dynamic hybrid graphics system with NVIDIA OPTIMUS Technology* let you seamlessly switch between SPEED mode for faster performance and STAMINA mode for an even longer battery life. Further extend your work time, with the optional extended sheet battery.
VAIO E Series E14A/E11/E14/E15 11.6(29.5 cms), 14(35.56 cms) and 15.5(39.37 cms) the distinctive wrap design with colour variation
VAIO E Series EG/EH/EL 14(35.6 cms) and 15.5(39.37 cms) everyday PC with Truss Patterned Texture
VAIO L Series (SVL) 24(61 cms) all-in-one home entertainment PC with BRAVIA's X-Reality
VAIO T Series 11/13/14 11.6 (29.5 cms), 13.3 (33.8 cms), 14(35.56cms) Ultrabook with full featured connectivity
VAIO Z Series (SVZ) 13.1(33.27 cms) extremely thin & light mobile with high performance-The ight emitting material
VAIO S Series SA/SB 13.3 (33.8 cms) perfectly balanced mobile PC that was crafted to be carried
VAIO Y Series 11.6(29.5 cm) compact mobile sub- notebook PC
SONY VS HP LAPTOPS
When it comes to laptops there are a huge number of manufacturers to choose from. The competition for your money is fierce. In this article we reduce the decision down to HP (Hewlett Packard) and Sony and then explore which is better. Read on to find out who will win the HP vs Sony laptop battle. Laptops come in all sorts of shapes and sizes nowadays. The key factor in deciding whether a Sony or HP product is going to cut it for you is your requirements. Are you looking for the smallest laptop you can find? Do you need a powerful laptop capable of supporting the latest cutting edge games? Perhaps you are most interested in style, functionality or even efficiency. It can be tough to find information such as an HP eco-friendly rating. Lets pitch Sony vs HP in a few categories and see who comes out on top.
Style
It is generally accepted that Sony produces some of the best looking products on the market. When it comes to stylish design and build quality Sony laptops are generally way ahead of HP products. Both companies offer a very wide range of models in lots of different colors and they cater for various aesthetic tastes. However the clear winner in the style department is Sony. If you take a look at one of the models in the Sony VAIO Z series range,
such as the Sony Vaio Z11 VGN-Z21VN/X youll see a beautiful finish on a powerful and portable device. Sony laptops look great and they often encompass interesting design quirks that you won't find on HP devices. Top Mutual Funds India FundsIndia.com/topfunds Invest in Top 10 Mutual Funds Open a free account at Fundsindia Hair Loss Treatment www.drBatras.com/Hair-Loss Effective Homeopathic Treatment For Hair Loss. Visit Us Today. Swipe in Drive out Tatanano.com/Nano-Special-Edition Swipe a credit card and buy a Tata Nano at an EMI of Rs.8,333 per lakh - and the winner is - Sony Price Many things in life come down to cold, hard cash and your budget can often be the deciding factor when you are shopping for any new device. This is the stumbling block for Sony. Stylish design costs more money and there is no doubt that you will pay extra for a Sony laptop. Even if you compare a couple of laptops in the budget range such as the HP Pavilion DV6985SE and the Sony VAIO NR498E youll see that HP laptops will include more features for a comparable price. If you simply want the most powerful machine you can get for the lowest amount of money then HP is the company for you. - and the winner is - HP Portability Naturally you can get Sony laptops and HP laptops that are very small. Comparing two of their most popular ranges of netbooks we can see various differences. The HP Mini 2140 and the Sony VAIO P are both highly desirable and extremely portable. The
comparison is a typical reflection of any HP vs Sony laptop competition. The HP laptop is more powerful and a lot cheaper, the Sony laptop is smaller and more attractive. For ultimate portability the smaller Sony device wins out but you will pay a premium. - and the winner is - Sony Performance
There is no doubt that both HP and Sony manufacture quality laptops. The two companies are highly thought of and in general, their products are reliable. As you might expect with the more expensive of the two, Sony laptops tend to have better quality components and will outperform HP laptops with similar specs. The thing is you will pay a great deal more for the Sony machine so you could argue you would be able to get a higher level of performance for the same money from HP. If price is no object and you are looking for innovative technology then Sony wins. You will find that Sony is much quicker to adopt the latest processors and new hardware such as Blu-ray drives. HP offers far fewer high-end products. - and the winner is - Sony Longevity and Support When it comes to reliability, both Sony and HP rate well. In fact, HP and Sony top the list of most reliable laptop brands and in general, their products have fewer problems than other brands like Toshiba, Apple and Acer. Reducing the
field down to our two contenders Sony comes out slightly on top, as you would expect for the premium price. For customer service, you will find a similar level of dissatisfaction and there are plenty of horror stories on the web about unhelpful representatives at both companies. HP probably wins out on customer support. If you think you would consider resale at some point in the future, then Sony laptops tend to retain their value better but then they are more expensive to begin with. - and the winner is - Sony for longevity, HP for support
Overall HP has built a strong reputation in the business community and their laptops are dependable and reasonably priced. Sony is a far more popular brand when it comes to general consumers and they have a stronger focus on entertainment. Consequently, it should come as no surprise that Sony sell far more laptops than HP do. Ultimately, both HP and Sony are great brands and they have deservedly built positive reputations. The decision probably comes down to price in the end. If you are on a budget, then go for an HP device, if you are willing to splash out then you will not find a better brand than Sony. - and the winner is - Sony
Theoretical Background for the project work
Channel Management
The channel decision is very important. In theory at least, there is a form of tradeoff: the cost of using intermediaries to achieve wider distribution is supposedly lower. Indeed, most consumer goods manufacturers could never justify the cost of selling direct to their consumers, except by mail order. In practice, if the producer is large enough, the use of intermediaries (particularly at the agent and wholesaler level) can sometimes cost more than going direct. Many of the theoretical arguments about channels therefore revolve around cost. On the other hand, most of the practical decisions are concerned with control of the consumer. The small company has no alternative but to use intermediaries, often several layers of them, but large companies 'do' have the choice. However, many suppliers seem to assume that once their product has been sold into the channel, into the beginning of the distribution chain, their job is finished. Yet that distribution chain is merely assuming a part of the supplier's responsibility; and, if he has any aspirations to be market-oriented, his job should really be extended to managing, albeit very indirectly, all the processes involved in that chain, until the product or service arrives with the end-user. This may involve a number of decisions on the part of the supplier:
Channel membership Channel motivation Monitoring and managing channels
Channel conflicts
Channel conflict refers to a situation in which business partners clash in some of their operations, such as distribution networks, in such a manner that it causes stress to the relationship, effectively turning them into both competitors and partners simultaneously. In the Internet-driven business world, channel conflict is a well-known phenomenon. As the online medium has forced separate players closer together, it has resulted in many of them stepping on each other's toes. Also called disintermediation, channel conflict is a problem that many in the e-commerce world aggressively took on as a consequence of devising an online strategy. In the process, the chain of business relationships became scrambled and confusing. Drastically lower transaction costs and higher margins for merchants make Internet-based direct customer sales irresistible. While companies fret over alienating their resellers, they risk losing valuable time and market share to aggressive competitors that move to become online distribution fixtures. These simple economics lay at the heart of channel conflict. Forrester Research, a Cambridge, Massachusetts-based market research firm, found that 66 percent of the consumer goods manufacturers it surveyed listed channel conflict as the chief barrier to online sales. However, the fact of channel conflict appears to be inevitable as more companies set up shop online.
Companies have thus begun turning to strategies that will enable them to manage channel conflict and eventually turn it into an advantage.Along with the advent of e-commerce, many merchants moved their distribution outlets online to reach customers directly and save on transaction costs. This caused powerful distributor networks, which often enjoyed extremely valuable relationship with the merchants, to take offense at the abandonment of their businesses. For example, manufacturers who have established brand name recognition and loyalty may want to reap greater returns on their sales by bypassing retailers, with whom they may have built lasting relationships that contributed greatly to both parties' success. Meanwhile, distributors perhaps the most endangered victims of disintermediationare increasingly challenged to prove they add immediate value and justify their margins. According to InformationWeek, one method was for distributors to forego the assumption of ownership over inventory and instead charge manufacturers a transaction fee, while assuming order-management and other value-added duties. Meanwhile, a whole new crop of distributors rose up to encroach on the e-commerce distribution channels, marketing themselves as e-commerce services that handle logistics and other tasks specifically for dot-coms. More important than what the firm values in these cases is what the customer values in each segment of business. If customers have come to appreciate, expect, and depend upon a certain type of service and presentation they received through an experienced retailer, a manufacturer may be shooting itself in the foot by trying to sell direct to customers over the Web. No matter how important the drive to establish an online presence and an Internet-based distribution scheme, the ultimate goal is to turn channel conflict into channel harmony.
Sales Related Marketing Policies

Sales related marketing policies impact upon the functions and operations of the sales
department. These marketing policies delineate the guidelines within which effort to reach personal-selling
objectives are made. The three major types are Product policies (What to sell) Distribution policies (to whom to sell) Pricing policies
Sales related marketing policies directly influence the jobs of sales executives. Clearly, these policies constitute the company-imposed marketing frame work within which sales executives and the departments they lead must operate.
Product Policies
Relation to Product objectives

Product policies serve as guidelines for making product decisions. They derive from product objectives .product policies define the nature of superiority from the standpoint of the product users.
Product line policy

Policies on the width of a product line are classified as either short line. The company following a short-line policy handles only part of a line, while the company with the full-line policy handles all or most of the items making up a line.
Distribution Policies
Distribution Policies are important determinants of the functions of the sales department. The choice of particular marketing channel or channels set the pattern for sales force operation, both geographically and as to the customers from whom sales force operations, both geographically and as to the customers from whom sales personnel solicit orders.
Pricing policies
Every company has a policy regarding the level at which its products are priced relative to the competition. If competition is price based, a company sells its products at same price as its competitors. If there is nonprice competition, the choice is one of the alternative of three polices. Meeting the competition. Pricing above the competition. Pricing under the competition.
Rationale behind choice of the project

The important thing is not to stop questioning. Curiosity has its own reason for existing. One cannot help but be in awe when he contemplates the
mysteries of eternity, of life, of the marvelous structure of reality. It is enough if one tries merely to comprehend a little of this mystery every day. Never lose a holy curiosity
Albert Einstein
US (German-born) physicist (1879 - 1955)
A project always starts with a definition of problem. Once a problem is defined it completes the part of the project work. The questioning gives the exact answer for the problem defined. The first portable computer was Osborne 1, which was developed in 1981. Manny Fernandez was the first who developed the personal portable computer for the business executives in 1981 and named it Laptop. The two commonly used terms are being used for the laptops, one is laptop and other is notebook. Sony Vaio is a well know brand in the Bangalore region and is performing well in southern part of Karnataka, the Bangalore city only region is up coming area where in there is lot of potential for the companies to increase their market share. There are players like HP/Compaq, Lenovo and Acer which are having the considerable amount of market share. Sony laptops have made their presence felt in the market but it is now intending to increase the market share and the need for this project is to determine the opportunities available for its growth and to determine the gaps in the competitors within their distribution channel till the end users. This will help SONY to fill those gaps in its distribution channels through which it can make customers delight.
Through this project SONY will not only be able to get to know about the Gaps of its competitors it will also be able to trace the of its channel and fill those Gaps for providing the effective service to its channel members and end users. In this project a survey will be conducted on the retailers as well as distributors of the laptops and data will be collected. Along with this information from end user of the laptops will also be collected in order to know the customer preference and their buying behavior. The company will get the latest information about the retailers i.e. data base of the retailers along with filled questionnaires which they have filled will be submitted to the organization. As for the end users a proportionate number of users as will as potential customers opinion will be considered so that company can design their marketing strategies to suit the needs of its customers. The study for laptop is essential as more people are buying laptops and the competition among the players is increasing. When the company is having sufficient data about the market then it becomes easy to have an edge over its competitors. Considering all these aspects it is essential to study the potential of the market, competitors strategy, finding the Gaps in the competitors and fi lling those Gaps so that there can be an edge over the competitors.
ANALYSIS AND INTERPRETATION

End-users Findings 1. Do you own a laptop?
Options Yes No
Respondents 80 20
Percentage 80 20
Yes No
Inference Among the 80 respondents 80% of the respondents own a laptop and 20% of them do not own a laptop.
3. Why you did not purchase Sony laptop? (Other than Sony laptop users)
No of Sl. NO 1 2 3 4 Options Price Features Availability Awareness Respondents 50 20 10 20 Percentage 50 20 10 20
Price
Features
Availability
Awareness
20%
10%
50%
20%
Inference Among the respondents 50 percent of them said they did buy Sony laptop because of the price factor. 20 % of them said they were not aware of Sony laptops, 20 % of them said they were not satisfied with features and 10 % of them said laptop was not available with retailer while purchasing.
4. What made you to choose the brand, you are using now?
Sl. NO 1 2 3 4 5 6 7 8
Options Cost Quality Service Brand Name Features Looks Battery backup Weight
No of Respondents 30 17 5 9 17 9 4 9
Percentage 30 17 5 9 17 9 4 9
Weight Battery backup Looks Features Brand Name Service Quality Cost 0 10 20 30 No of Respondents
Inference Among the respondents 30 % said they bought the laptop because of price factor 17 % said because of product quality and only 9% percent of the people bought because of brand name. 44% percent of people bought because of features available in that laptop.
5. What is the price of your laptop? Sl. NO 1 2 3 4 Options 25000 to 35000 > 35000 to 45000 > 45000 to 55000 > 55000 No of Respondents 31 16 39 14 Percentage 31 16 39 14
45 40 35 30 25 20 15 10 5 0 25000 to 35000 > 35000 to 45000 > 45000 to 55000 > 55000 No of Respondents
Inference Among the 100 respondents 39 % of people own the laptop which is priced between 45000 to 55000. 16 % of the people own a laptop which is priced between 35000 to 45000. 31 % of the people bought in the range of 25000 to 35000, only 14 % of the people bought in the range of more than 55000.
6. What was the major factor that influenced your buying decision? No Sl. NO 1 2 3 4 5 Options Advertisements Friends Family Retailer None Respondents 34 25 9 27 5 of Percentage 34 25 9 27 5
35 30 25 20 15 10 5 0
No of Respondents
Inference Among the respondents 27 % of the respondents decision was based on the influence by the retailer, 34 % were influenced by the advertisement, 25 % were influenced by their friends opinion, and 9 % were influenced by their family decision.
7. What tasks will you are performing with the notebook?
Sl. NO 1 2 3 4
Options Use it for MS Office applications Programming & Designing Watching movie & playing games All the above
No of Respondents 39 18 12 31
Percentage 39 18 12 31
All the above Watching movie & playing games No of Respondents Programming & Designing Use it for MS Office applications 0 10 20 30 40
Inference Among the respondents 39 % of them use laptops for office application purpose, 18 % use the laptop for Programming & Designing, and 12 % said they use it for all the applications.
Findings
factor the respondent preferred quality as important factor for buying laptop bought the laptop in the range of Rs 35000 to 45000 price tag Retailers influence on the end user while buying the laptop The respondent said they bought the laptop because of the advertisement Most of respondent they did not buy Sony Vaio for the reason it is highly priced The people are not aware Sony Vaio laptops The respondent said there was no availability of Sony Vaio laptops with
retailers at the time of purchase most of the users bought the non Sony Vaio laptops because of price
Conclusions
Almost all the retailers in Bangalore city are aware of Sony Vaio but only few of them regularly get information regarding latest product launches, offers available on the products etc from the company. Hence the sales volume of Sony Vaio laptops is quite low even though there is a considerable market for laptops. Promotions & margin are the two most important parameters which can
play a vital role in enhancing the market share of Sony Vaio laptops. The distribution channel for Sony Vaio laptops is quite effective, hence
the product is easily available as and when required, retailers purchase it from various channels based on the requirement but channel comprising of regional distributors dominates them all. Retailers play vital role when customer is taking decision of buying a
laptop, when customer is purchasing the laptop retailer plays a significant role Service support is satisfactory in Bangalore city region
Recommendations
A Retailers Meet must be conducted in order to educate retailers about
what Sony has, to offer to them and make them feel proud for being associated with Sony as channel partners.
In Retailers Meet best channel partner for the quarter can be chosen
depending on the business volume with Sony and he can be suitably rewarded by means of cash or kind
Company representatives can maintain the database of the retailers along
with e-mail ids. Latest offers and schemes on the products can be sent to retailers through e-mails to increase the awareness about Sony Vaio Laptops.
Sony should circulate these brochures of Sony laptops among retailers
on a regular basis. It can also provide posters to retailers to stick them at the most appropriate places in their shops such that these posters grab the attention of the customer.
In order to increase awareness among end users Sony can go in for road
shows, advertisement through newspaper, magazines and hoardings near offices, universities and industrial estates. (Ex: Any interesting article in local newspapers can be tagged at the bottom as Sponsored by Sony Vaio)
Retailers must be persuaded to keep at least one Sony model at their end
for display Sony should increase its advertising frequency in order to create
awareness about its products in the minds of the end-users
Questionnaire I, Naveen R student of G.V.P.P. Govt First Grade College, H.B.Halli. Studying in sixth semester, degree of bachelor of business management and conducting a project on Consumer Behaviour towards Sony Vaio laptops you to provide the required information. Note: Tick () the most appropriate option. Personal Information I request
Name
Address
Age :
Gender
: Male
[]
Female [ ]
Occupation
: : a) 1 2 Lakhs [ ] b) 2 3 Lakhs [ ] c) 3 4 Lakhs [ ] d) Above 4 Lakhs [ ]
Income range (p.a)
Section A 1. Do you own a laptop? a) Yes [ ] b) No [ ] If NO, go to section B
2. If yes which brand laptop are you using now? a) Compaq/HP [ ] e) Acer [ ] h) others b) Lenovo [ ] f) HCL [ ] ___________ c) Dell [ ] d) Sony [ ] g) LG [ ]
3. Why you did not purchase Sony laptop? (Other than Sony laptop users) a) Price [ ] b) Features [ ] c) Availability [ ]
d) Awareness [ ]
e) Others (Specify) _______________
4. What made you to choose the brand, you are using now? a) Cost [ ] b) Quality [ ] c) Service [ ] d) Brand name [ ]
e) Features [ ] f) Looks [ ]
g) Battery Backup [ ] h) Weight [ ]
5. What is the price of your laptop? a) 25000 to < 35000 [ ] c) > 45000 to < 55000 [ ] b) > 35000 to < 45000 [ ] d) > 55000 []
6. What was the major factor that influenced your buying decision? a) Advertisements [ ] d) Retailer [ ] b) Friends [ ] e) None [ ] c) Family [ ]
7. What tasks will you are performing with the notebook? a) Use it for MS Office applications [ ] b) Programming & Designing [ ] c) Watching movie & playing games [ ] d) All the above []
8. Rate your laptop based on the following parameters based on your level of satisfaction HDS Parameters Quality Durability Battery Backup Features Brand Price looks Service Support DS N S HS
Section B 1. Are you planning to buy a laptop? a) Yes b) No
2. If YES, what is your purpose of buying a laptop? a) Use it for MS Office applications b) Programming & Designing c) Watching movie & playing games d) All the above
3. In what price band you are planning to buy a laptop? a) 25000 to < 35000 b) > 35000 to < 45000 c) > 45000 to < 55000 d) > 55000
4. What are the important parameters that you look in for, while buying a Laptop? a) Cost [ ] b) Quality [ ] e) Looks [ ] c) Service [ ] d) Brand name [ ]
e) Features [ ]
f) Battery Backup [ ] g) Weight [ ]
5. You are planning to buy which brand? a) Compaq/HP [ ] e) Acer [ ] b) Lenovo [ ] f) HCL [ ] c) Dell [ ] g) Others d) Sony [ ]
6. If not Sony, please specify the reason
Bibliography
Internet
www.wikipedia.com www.financialexpress.com www.businessline.com www.thehindu.com www.channeltimes.com www.wikipedia.org www.sony.com www.sony.co.in
Various reference text books
Marketing- Lamb, Hair, Mc Daniel Principles of marketing- Kotler Sales Management, Richard Still Edward Cundiff Norman Govoni
Company Brochure
Pamphlets, Advertisements, Profile

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Consumer Behaviour towards Sony Vaio laptops

G.V.P.P.Govt First Grade College, H.B.Halli

Consumer Behaviour towards Sony Vaio laptops

laptops. 4. To determine the satisfaction level of retailers regarding the promotional

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G.V.P.P.Govt First Grade College, H.B.Halli

Consumer Behaviour towards Sony Vaio laptops

Consumer Behaviour towards Sony Vaio laptops

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