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THE STUDY ON PERFORMANCE LEVEL OF

SONY PRODUCT

*Author : Dr.S.Bhuvaneswari Assistant Professor Department of B.Com CA, Sri Krishna Adithya College
of Arts and Science.
**Co-Author LOGESH III B.ComCA-B Student of Sri Krishna Adithya College of Arts and Science.

1.1INTRODUCTION :

The first thing that comes on everyone’s mind of the company and products of sony is its High Technology
Filled with Gadgets electronic goods and innovation. It was also this innovation that make sony the greatest
company. Sony has used its innovation in building markets out of thin air, created a multibillion,
multinational electronic empire with products such as the transistor radio. One of the most recognized brand
names in the world today, Sony Corporation JAPAN established its india operation in NOVEMBER 1994.
Focusing on the sales and marketing of sony products in country.

Consumer behavior refers to the mental and emotional process and the observable behavior of consumers
during searching. purchasing and post consumption of a product or service. Consumer behavior involves
study of how people buy, what they buy, when they buy and why they buy. It blends the elements from
psychology, sociology, socio-psychology anthropology and economics. It also tries to assess the influence
on the consumer from groups such as family. friends, reference groups and society in general. Buyer
behavior has two aspects: the final purchase activity visible to any observer and the detailed or short decision
process that may involve the interplay of a number of complex variables not visible to anyone. Life without
audio media visual is imaged to be a standstill, like that everyone is pause. Technology is the vital role that
playing in each and everyone life, it’s a connecting bridge to communicate and removes the geographical
distance. Upcoming, manufactures and service providers facing the challenge of improving the
environmental performance of their product. This study provides a framework of environment benchmarks
and examines of sony products including the customer satisfaction on how they have the benefits of the
products.

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1.2 STATEMENT OF THE PROBLEM :

This report analyzes the problem/issue which sony corporation faces. The company is facing multi faced
problems and its solution aslo be mulit faced. Sony’s current financial difficulties are tied tonits corporate
culture which begin over 30 years ago. The key problem/issue of sony company are showing dowm of sales
and revenues, cost cutting, moving factories in Asia, coopeation between division and efficient
management. The utmost problem that has been stated is that many products of sony that are unavailable in
some countries. Gadgets are considered as basic piece of current life. Gadgets are considered as basic piece
of current life. consumer loyalty towards particular Sony brand items has been made by the examination
in Coimbatore city for considering need of customer needs and their fulfillment.

1.3 OBJECTIVE OF THE STUDY :

 To analyse the buying behaviour of the people towards sony product.

 To analysis the factor that influencing the buying behaviour of the people towards the product.
 To have a look on marketing and sale performance of the sony products, which kind of product
category the people prefer the most to buy on it.
 To know the customer level of satisfaction towards the sony product, problem and opinions about
sony products.
 To understand the buying behaviour and awareness of various sony products.

1.4 SCOPE OF THE STUDY :

“The study is to access and evaluate the various on sony product of customers special reference in
coimbatore city and also about the environmental performance of the sony products, like how the customers
are willing to buy the products. This study can further be related in the customer satisfaction towards the
sony products, how people were using the product in their daily lifestyle, did the customer have the
satisfaction on the quality of the products. And also weather the sony products like mobiles & mobile
accessories like ipod, camera, home appliance like television, washing machine, speaker and video game
consoles that were available in everywhere. And from the study we can able to get a clear understanding of
the environmental performance of the sony products with the valid customer feedbacks and also the
customer satisfaction level towards the sony products. This survey focuses on the opinion of the respondents
regarding “SONY PRODUCTS”.

1.5 RESEARCH METHODOLGY :

Research is defined as the process of identifying problems with the use of collected information and giving
a solution to the problem. This chapter describe the methods applied for the study in details, the data which
is based of the study was collected in the form of questionnaires filled by the contentment of people who

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participated In the survey. It also deals with the statistical tool used for this research and sample design too.
The targeted population are business men, government employees, students

1.5.1 DATA COLLECTION METHOD :

Primary data

In this research the primary data that is been used is questionnaires, which is collected from first-hand
source, using the method survey.

Secondary data

Data that had been collected from, it based on available information were published in newspaper, journals
and websites etc…

1.5.2 SAMPLE DESIGN :

Sampling unit : The sample units are the people who are using sony products

Sample size : 110 people were selected for research survey.

Sample procedure : Convenient sampling

Survey area : The area of study is taken around from the different places in coimbatore city.

1.5.3 STATISTICAL TOOLS USED IN THE RESEARCH :

 Percentage analysis
 Chi squre

1.6 LIMITATION :

 Data was collected from the limited location of Coimbatore

 This survey has been conducted among 110 response
 Time is constrained
 Accuracy of the research is purely based on information and questionnaire

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ABOUT SONY COMPANY

Sony is a global manufacturer of audio, video, communications and information technology

products for consumer and professional markets. With its music, pictures, game and online businesses, the
company is uniquely positioned to be one of the world's leading digital entertainment brands, offering an
outstanding portfolio of exciting multimedia content. Sony India Pvt. Ltd. Is one of the business units of
sony Corporation in India. There are also 23 branch offices available in 23 city of India. In India Sony
outsource the manpower from super well services. Sony group corporation is a japanese multinational
conglomerate corporation, is one of the best known names in consumer electronics. And commonly
everyone known as sony and stylized sony, headquartered in Konan Minato, Tokyo, Japan. Sony is one of
the leading manufacturers of electronic products for the consumer and professional markets. The largest
video game console company and the largest video game publisher. Is the electronic business unit and the
parent company of the sony group, which is engaged as for operating electronic segments in business
through network service, financial service, motion pictures and music. These make sony one of the most
comprehensive media companies in the world. Through sony entertainment is one of the largest companies
as known as largest music publisher and second largest record label one. Sony principal business operation
include sony pictures entertainment, sony music entertainment, sony computer entertainment, sony
corporation (sony electronic is U.S), sony mobile communication.

The sony group is a japan-form corporate group mainly focused on the electronic, games, entertainment,
and financial service sectors. The group consists of sony corporate (holding and electronic), sony computer
entertainment (games), sony music entertainment (music), sony/ATV music publishing (music publishing),
sony financial holding (financial service) and others.

History of the company :

Akio Morita, Masaru Ibuka, and Tamon Maeda (Ibuka's father-in-law) started Tokyo telecommunications
Engineering in 1946 with funding from Morita's father's sake business. The company produced the first
Japanese tape recorder in 1950. Three years later, Morita paid Westem Electric (US) $25,000 for transistor
technology licenses, which sparked a consumer electronics revolutionu in Japan. His firm launched one of
the first transistor radios in 1955, followed by the first Sony-trademarked product, a pocket-sized radio, in
1957. The next year the company changed its name to Sony (from "sonus," Latin for "sound," and "sonny,"
meaning little man). It beat the competition to newly emerging markets for transistor TVs (1959) and solid
state videotape recorders (1961).

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CHI SQUARE ANALYSIS

Exhibit showing comparative relationship of between age and product preference

PRODUCT PREFERENCE
MOBILE
HOME
AGE LAPTOPS MOBILE ACCESSORIES
APPLIANCES
PHONE TOTAL
21 - 30 16 12 27 8 63

31 - 40 3 5 7 4 19

41 & Above 0 1 0 0 1

Below 20 11 4 5 7 27

TOTAL 30 22 39 19 110

TABLE OF EXPECTED VALUES:

PRODUCT PREFERENCE
AGE
MOBILE MOBILE
HOME
PHONE ACCESSORIES TOTAL
APPLIANCES LAPTOPS

21 - 30 17.18 12.6 22.33 10.88 62.99

31 - 40 5.18 3.8 6.73 3.28 18.29

41 & Above 0.27 0.2 0.35 0.17 0.99

Below 20 7.36 5.4 9.57 4.66 26.99

TOTAL 29.99 22 38.38 18.99 110

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CALCULATION OF X2:

O E O-E 0-E 2 0-E 2 / E

16 17.18 -1.18 1.3924 0.081048

3 5.18 -2.18 4.7524 0.917452

0 0.27 -0.27 0.0729 0.27

11 7.36 3.64 13.2496 1.800217

12 12.6 -0.6 0.36 0.028571

5 3.8 1.2 1.44 0.378947

1 0.2 0.8 0.64 3.2

4 5.4 -1.4 1.96 0.362963

27 22.33 4.67 21.8089 0.976664

7 6.73 0.27 0.0729 0.010832

18 0.35 -0.35 0.1225 0.35

5 9.57 -4.57 20.8849 2.18233

8 10.88 -2.88 8.2944 0.762353

4 3.28 0.72 0.5184 0.158049

0 0.17 -0.17 0.0289 0.17

7 4.66 2.34 5.4756 1.175021

TOTAL 12.82445

DEGREE OF FREEDOM = COLOUMN – 1 * ROW -1

= 4-1 * 4-1
= 3*3
=9

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INTERPRETATION:
The Calculated value of x is ( 12.82445 ) is less than the table value ( 16.92 ). Hence the hypothesis is
accepted. There is no significant relationship between the selected factors.

H0:
Hence there is no significant relationship between the selected factors. Hence Hypothesis is accepted.

Exhibit showing comparative relationship between gender and period of usage

TABLE OBSERVED :
PERIOD OF USAGE
GENDER TOTAL

2-3 Years 4-5 Years 5 Years Above Less than 1 Year

30 13 8 12 63
MALE

21 16 2 8 47
FEMALE

TOTAL 51 29 10 20 110

TABLEE OF EXPECTED VALUES :

PERIOD OF USAGE
GENDER TOTAL

2-3 Years 4-5 Years 5 Years Above Less than 1 year

63.46 16.60 5.72 11.45 97.23

MALE

21.78 12.39 4.27 42.90 81.34

FEMALE

TOTAL 85.24 28.99 9.99 54.35 110

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CALCULATION OF X2 :

O E O-E 0-E 2 0-E 2 / E

30 63.46 -33.46 1119.572 17.64217

21 21.78 -0.78 0.6084 0.027934

13 16.60 -3.6 12.96 0.780723

16 12.39 3.61 13.0321 1.051824

8 5.72 2.28 5.1984 0.908811

2 4.27 -2.27 5.1529 1.206768

12 11.45 0.55 0.3025 0.026419

8 42.90 -34.9 1218.01 28.39184

TOTAL 50.03649

DEGREE OF FREEDOM = COLUMN – 1* ROW-1

= 2-1 * 2-1
=1 * 1
=1

INTERPRETAION:
The Calculated value of x2 is ( 50.03649 ) is greater than the table value ( 11.047). Hence the hypothesis is
rejected . There is significant relationship between the selected factors.

H1:
Hence there is significant relationship between the selected factors. Hence hypothesis is rejected.

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Exhibit showing comparative relationship between factore made to choose product and
salary of the respondents
TABLE OF OBSERVED VALUES:
SALARY
FACTORS MADE
TO CHOOSE
20k – 30k 31k - 40k 41k- 50k 50k above TOTAL
DESIGN 7 11 3 2 23

FUNCTIONALITY 1 3 0 2 6

HIGH TECH 13 4 2 2 21

QUALITY 30 17 13 0 60

TOTAL 51 35 18 6 110

TABLE OF EXPECTED VALUES :

SALARY
FACTORS MADE
TO CHOOSE
20k – 30k 31k - 40k 41k- 50k 50k above TOTAL

DESIGN 10.66 7.31 3.76 1.74 23.47

FUNCTIONALITY 2.78 1.90 0.98 0.32 5.98

HIGH TECH 9.73 6.68 3.43 1.14 20.98

QUALITY 27.81 19.09 9.81 3.27 59.98

TOTAL 50.98 34.98 17.98 6.47 110

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CALCULATION OF X2:
O E O-E 0-E 2 0-E 2 / E
7 10.66 -3.66 13.3956 1.256623

1 2.78 -1.78 3.1684 1.139712

13 9.73 3.27 10.6929 1.098962

30 27.81 2.19 4.7961 0.17246

11 7.31 3.69 13.6161 1.862668

3 1.90 1.1 1.21 0.636842

4 6.68 -2.68 7.1824 1.07521

17 19.09 -2.09 4.3681 0.228816

3 3.76 -0.76 0.5776 0.153617

0 0.98 -0.98 0.9604 0.98

2 3.43 -1.43 2.0449 0.596181

13 9.81 3.19 10.1761 1.037319

2 1.74 0.26 0.0676 0.038851

2 0.32 1.68 2.8224 8.82

2 1.14 0.86 0.7396 0.648772

0 3.27 -3.27 10.6929 3.27

TOTAL 23.01603

DEGREE OF FREEDOM = COLOUMN – 1 * ROW – 1

= 4-1 * 4-1
=3*3
=9

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INTERPRETATION:
The calculated value of x2 is ( 23.01603 ) is greater than the table value ( 16.92 ). The hypothesis is rejected.
Hence there is significant relationship between the selected factors.

H1:
Hence there is significant relationship between the selected factors. Hence hypothesis is rejected.

FINDINGS, SUGGESTIONS and CONCLUSION

FINDINGS:

 Majority 57% of the respondents age is between 21 -30 years.

 Majority 57% of the respondents are male.
 Majority 69% of the respondents are from nuclear family.
 Majority 56% of the respondents are from urban area.
 Majority 67% of the respondents are qualified as UG.
 Majority 58% of the respondents were students.
 Majority 47% of the respondents salary is between 20,000 – 30,000.
 Majority 51% of the respondents were get aware about sony products by advertisment.
 Majority 44% of the respondents were prefer variety of products in sony.
 Majority 40% of the respondents were spend 20,001 – 30,000 for sony products.
 Majority 36% of the respondents choose sony products for music & videos.
 Majority 56% of the respondents were prefer offline mode of purchase.
 Majority 41% of the respondents were prefer cash payment for purchase sony product.
 Majority 36% of the respondents were select mobile accessories in sony product.
 Majority 63% of the respondents were use the manual description usage provide by sony.
 Majority 55% of the respondents are get attract on quality of sony products.
 Majority 39% of the respondents were prefer sony product because of its trusted brand.
 Majority 46% of the respondents were using sony products 2 – 3 years
 Majority 72% of the respondents are telling the they will recommend sony product to others.
 Majority 50% of the respondents were facing the problem of high price in sony products.
 Majority 51% of the respondents strongly agree that the price level is perfect, 46% of the respondents
strongly agree for using orignal parts, 41% of the respondents strongly agree on delivery time, 45%
of the respondent strongly agree on customer relationship, 52% of the respondent strongly agree on
performance level of sony products
 Majority 53% of the respondent strongly agree on price level of the overall sony products, 45% of
the respondent strongly agree on quality, 48% of the respondent strongly agree on features of sony
products, 43% of the respondent strongly agree on design used by sony product, 38% a of the
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respondent strongly agree on avaliability of sony products, 42% of the of the respondent strongly
agree on customer relationship.
 Most of the respondents were feel that the price of the sony products price is comparitively higher
then other competitors
 Several respondents were gave their suggestion on to increase the production level and make
availability of products
 One of the biggest disappoinment faced by the respondents that the price of the product is very high
 Some of the respondents were suggesting to focus on gaming console
 Respondents were suggest on to increase the varieties of the product and to launch more colour in
the products.

5.3 Conclusion

According to research of 6 months in sony limited, it reveals that sony is real as well as a great leader in
electronic and consumer durable. Sony as a brand is so popular in rich class people; they think it is nothing
but a status symbol. Sony is master in Bravia LCD TV; Cyber short camera, and vaio notebooks. Sony as
credibility in these products. Sony is facing tough competition with SAMSUNG & LG because of
reasonable price and quality. But when considered service attitude, one pricing policy, promotion policy,
quality of the product, professional appearance & knowledge of staff regarding product features and
function, sony is far ahead from SAMSUNG & LG, sony play.

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