Customers Satisfaction Towards Sony Television Marketing Essay

September 18, 2017 Marketing

The esteemed history of Indian telecasting has envisioned the development of audio ocular media in the state. In recent times, Indian telecasting is said to be in close merger with the private channels that offers all sorts of amusement and educational shows in a perfect dazzling presentation. The Indian telecasting or the little screen has achieved strata of indispensableness. Life without the sound ocular media is imagined to be a standstill one. The glamor packed soaps and seriess, world shows, talk shows and other amusement bundles encompass a major subdivision of Indian life style. The chief aim of the survey is to happen out the client satisfaction towards Sony telecasting. The present survey is based strictly on primary informations. Datas were collected utilizing the personal contact attack. Questionnaires were distributed to a sample of 100 respondents in Salem metropolis were surveyed. Simple random trying method is to be adopted for the present survey. The decision will be given.

Cardinal words: Customer satisfaction, Sony, Television

A STUDY ON CUSTOMERS SATISFACTION TOWARDS SONY TELEVISION

IN SALEM CITY

Introduction

The esteemed history of Indian telecasting has envisioned the development of audio ocular media in the state. During the 1980s Indian little screen programming began and at that clip there was merely one national channel Doordarshan, which was authorities owned. Television in India has been in being for about four decennaries. For the first 17 old ages, it spread haltingly and transmittal was normally in black and white. The minds and policy shapers of the state, which had merely been liberated from centuries of colonial regulation, though telecasting to be a epicurean component that Indians could make without. In 1955 a Cabinet determination was taken forbiding any foreign investings in print media which has since been followed sacredly for about 45 old ages.

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In recent times, Indian telecasting is said to be in close merger with the private channels that offers all sorts of amusement and educational shows in a perfect dazzling presentation. The Indian telecasting or the little screen has achieved strata of indispensableness. Life without the sound ocular media is imagined to be a standstill one. The glamor packed soaps and seriess, world shows, talk shows and other amusement bundles encompass a major subdivision of Indian life style.

Customer Satisfaction: What Is It?

Recent readings in the consumer sphere now couch satisfaction as a fulfillment response. Fulfillment implies that a ingestion end is known, as in basic motivations of hungriness, thirst, and safety. However, perceivers of human behaviour understand that these and other ends can be and often are modified and updated in assorted ways. Therefore, consumer research workers have moved off from the actual significance of satisfaction and now prosecute this construct as the consumer experiences and depict it. In Oliver ( 1997, p. 13 ) , the undermentioned definition has been proposed as being consistent with the conceptual and empirical grounds to day of the month: Satisfaction is the consumer ‘s fulfillment response. It is a judgement that a merchandise or service characteristic, or the merchandise or service itself, provided ( or is supplying ) a enjoyable degree of consumption-related fulfilment, including degrees of under- or over-fulfillment.

Sony – Company Profile

Sony found its beginning in the aftermath of World War II. In 1946, Masaru Ibuka started an electronics store in a bomb-damaged section shop edifice in Tokyo. The company had $ 530 in capital and a sum of eight employees. The following twelvemonth, he was joined by his co-worker, Akio Morita, and they founded a company called Tokyo Tsushin Kogyo ( Tokyo Telecommunications Engineering Corporation ) . The company built Japan ‘s first tape recording equipment, called the Type-G. In 1958 the company name was changed to Sony ( see besides Origin of name, below ) .

In the early 1950 ‘s, Ibukatraveled in the United States and heard about Bell Labs ‘ innovation of the transistor. He convinced Bell to licence the transistor engineering to his Nipponese company, for usage in communications. Ibuka ‘s company made the first commercially successful transistor wirelesss. Harmonizing to Schiffer, Sony ‘s TR-63 wireless “ cracked unfastened the U.S. market and launched the new industry of consumer microelectronics. ” By the mid-1950s, American teens had begun purchasing portable transistor wirelesss in immense Numberss, assisting to impel the newcomer industry from an estimated 100,000 units in 1955 to 5 million units by the terminal of 1968.

Sony co-founder Akio Morita founded Sony Corporation of America in 1960. In the procedure, he was struck by the mobility of employees between American companies, which was unheard of in Japan at that clip. When he returned to Japan, he encouraged experient, middle-aged employees of other companies to re-evaluate their callings and see fall ining Sony. The company filled many places in this mode, and inspired other Nipponese companies to make the same. Furthermore, Sony played a major function in the development of Japan as a powerful exporter during the 1960s, 70s, and 80s. It besides helped to significantly better American perceptual experiences of “ made in Japan ” merchandises. Known for its production quality, Sony was able to bear down above-market monetary values for its consumer electronics and resisted take downing monetary values.

Sony began a life insurance company in 1979, one of its many peripheral concerns. Amid a planetary recession in the early 1980s, electronics gross revenues dropped and the company was forced to cut monetary values. Sony ‘s net incomes fell aggressively. “ It ‘s over for Sony, ” one analyst concluded. “ The company ‘s best yearss are behind it. ” Around that clip, Norio Ohga took up the function of president. He encouraged the development of the Compact Disc in the 1970s and 80s, and of the PlayStation in the early 1990s. Ohga went on to buy CBS Records in 1988 and Columbia Pictures in 1989, greatly spread outing Sony ‘s media presence. Ohga would win Morita as main executive officer in 1989.

Under the vision of co-founder Akio Morita and his replacements, the company had sharply expanded into new concerns. Part of its motive for making so was the chase of “ convergence, ” associating movie, music, and digital electronics via the Internet. This enlargement proved unrewarding and unprofitable, endangering Sony ‘s ability to bear down a premium on its merchandises every bit good as its trade name name. In a command to supply a incorporate trade name for its planetary operations, Sony introduced a slogan known as “ make.believe ” in 2009.

Despite some successes, the company faced continued battles in the mid- to late-2000s. It became known for its stagnation, with a fading trade name name. In 2012, Kazuo Hirai began as CEO and president.

Customer Satisfaction Surveys

Surveies and questionnaires are the most common selling research methods. Typically, they are used to: measure the degree of client satisfaction with a peculiar merchandise, service or experience ; place factors that contribute to client satisfaction and dissatisfaction ; find the current position or state of affairs of a merchandise or service ; comparison and rank suppliers ; gauge the distribution of features in a possible client population ; or assist set up client service criterions.

Aim of the Study

To cognize client sentiment about Sony Television Models.

To analyze the degree of satisfaction towards Sony Television.

To analyze the public presentation of Sony Television.

To happen out job faced by clients.

Scope of the Study

The demand of the survey is to place the attitude of the clients covering with Sony Television in Salem metropolis. The survey focuses on assorted positions and outlooks of the clients. So, the survey will increase our service harmonizing to the demands of the clients. In this survey the clients has shared their practical jobs and positions with us.

Needed to happen the relationship between the client and company.

It helps to understand the demand of the clients and their outlooks from the company.

It determines the overall public presentation of the company.

Needed for a specialised scheme to present something new, such as new merchandise planning, come ining new markets or seeking a new scheme to repair an bing job.

RESEARCH METHODOLOGY

Sample and Questionnaire

The present survey is based strictly on primary informations. Datas were collected utilizing the personal contact attack. Questionnaires were distributed to a sample of 100 respondents in Salem metropolis were surveyed. Simple random trying method is to be adopted for the present survey. The statements/items for the questionnaire were formed after confer withing relevant literature and some relevant research conducted in the country. Besides attitudes graduated table, the study questionnaire besides included a subdivision to capture the general profile of respondents. They were asked about their demographic background including age, instruction degree, matrimonial position, occupation degree, twelvemonth of experience, and type of ownership.

RESULT AND DISCUSSION

Table – 1

Selected Respondents Demographic Profile

Age

Below 30

10 ( 10 )

31 – 35

24 ( 24 )

36 – 40

40 ( 40 )

Above 40

26 ( 26 )

Entire

100 ( 100 )

Gender

Male

72 ( 72 )

Female

28 ( 28 )

Entire

100 ( 100 )

Marital Status

Married

84 ( 84 )

Unmarried

16 ( 16 )

Entire

150 ( 100 )

Salary Range / Month

Below 5,000

18 ( 18 )

5,001 – 10,000

44 ( 44 )

10,001 – 15,000

30 ( 30 )

Above 15,001

08 ( 08 )

Entire

100 ( 100 )

Appellation

Business adult male

40 ( 40 )

Professional

27 ( 27 )

Officials

19 ( 19 )

Others

14 ( 14 )

Entire

100 ( 100 )

Beginning: Primary Data ( Figures in Parenthesis represent Percentage )

Table – 2

Categorization of the Respondents on the Basis of Model Preference

S. No

Model

No. of Respondents

Percentage

1

Liquid crystal display

22

22

2

LED

19

19

3

Plasma

10

10

4

CRTV

38

38

5

3D Light-emitting diode

5

5

6

Others

6

6

Entire

100

100

Beginning: Primary Data

Above tabular array shows that 38 per centum of respondents prefer CRTV, 22 per centum of respondents prefer LCD TV, 19 per centum of respondents prefer LED Television, 10 per centum of respondents prefer plasma Television, 6 per centum of respondents prefers the other merchandises and merely 5 per centum of respondents likes 3D LED.

Table – 3

Categorization of the Respondents on the Basis of Influence to Buy

A major factor “ Influence ” , which induces a individual to purchase anything ( herein referred to as Television ) was revealed by the respondents through their response to this inquiry.

S. No

Beginning of Influence

No. of Respondents

Percentage

1

Self

48

48

2

Family

28

28

3

Friends

14

14

4

Others

10

10

Entire

100

100

Beginning: Primary Data

From the responses obtained, it is found that self-motivation is the major function in buying a Television, of the 100 considered respondents and household takes 2nd topographic point in beginning of influence.

Table – 4

Categorization of the Respondents on the footing of Reason to Buy the Sony Television

This inquiry was attempted to pull out the factors, which plays a major function in the Satisfaction of the Customers. All the factors were found to be of import for the respondents.

S. No

Properties

No. of Respondents

Percentage

1

Quality

48

48

2

Technology

24

24

3

Monetary value

20

20

4

Others

8

8

Entire

100

100

Beginning: Primary Data

Above tabular array shows that 48 per centum of the clients gives more importance to the Video Quality and the 2nd rate that 24 per centum of the clients need is Technology.

Table – 5

Categorization of the Respondents on the Basis of Place of Purchase the Sony Television

The topographic point of buying the Television is besides varied from client to clients. Most of the peoples are willing to buy the Television from the Show room of the Sony other than any other manner of distribution.

S. No

Topographic point of purchase

No. of Respondents

Percentage

1

Sony salesroom

78

78

2

Electronic Shops

20

20

3

Seconds

1

1

4

Others

1

1

Entire

100

100

Beginning: Primary Data

From the responses obtained, it is found that Sony salesroom got the first topographic point holding 78 per centum of the ballots and the Electronic stores got the 2nd topographic point holding 20 per centum of the ballots and Second gross revenues and others got 1percent each.

Table – 6

Categorization of the Respondents on the Basis of Life Time of the Television

S. No

Life Time of the Television

No. of Respondents

Percentage

1

Below One twelvemonth

10

10

2

One – Two old ages

22

22

3

Three – Four old ages

38

38

4

Above Five old ages

30

30

Entire

100

100

Beginning: Primary Data

Out of 100, 38 per centum of the respondents utilizing more than Three old ages of their Sony Television, 30 per centum of the peoples utilizing Sony Television more than five old ages and others are occupies merely 10 per centum and 22 per centum severally.

Table – 7

Categorization of the Respondents on the Basis of Difficulties Faced by Peoples

S. No

Properties

No. of Respondents

Percentage

1

Video Quality

20

20

2

Sound Effectss

21

21

3

Spare parts

24

24

4

Features

22

22

5

Others

13

13

Entire

100

100

Beginning: Primary Data

Out of 100 Television holders, 24 per centum of respondents are needs the Spare parts of the Television, 22 per centum of respondents needs the more characteristics of their Television, 21 per centum ballots for the sound effects, 20 per centum of respondents are needs video quality and 13 per centum of respondents are needs the other characteristics.

Table – 8

Categorization of the Respondents on the Basis of Performance of the Television

This inquiry was designed to cognize the overall public presentations that were being experienced by the respondents from their Television ‘s. This shows that the visual aspect of the clients after seeing the public presentation of the Sony Television.

S. No

Performance

No. of Respondents

Percentage

1

Excellent

44

44

2

Best

43

43

3

Satisfies

10

10

4

Bad

3

3

Entire

100

100

Beginning: Primary Data

In this study, 44 per centum respondents are votes that Sony Television is the first-class one, 43 per centum respondents votes that this is the best one and 10 per centum ballots as satisfies and the least 3 per centum are non satisfied with the public presentation of the Sony Television.

Table – 9

Categorization of the Respondents on the Basis of Life Time of the Sony Television

The life clip of the Sony Television is besides varied from client to clients. Most of the peoples are willing to hold the Television at least more than two old ages when compared with other merchandises of the Sony.

S. No

Degree of Satisfaction

No. of Respondents

Percentage

1

Highly Satisfied

68

68

2

Satisfied

28

28

3

Dissatisfied

3

3

4

Highly Dissatisfied

1

1

Entire

100

100

Beginning: Primary Data

From the responses obtained, 68 per centum ballots that Sony TV extremely satisfies, 28 per centum of the respondents are satisfies with the Sony Television, 3 per centum of the respondents are dissatisfied with the Sony Television and merely one respondent are experiencing extremely dissatisfied with the Television.

Table – 10

Categorization of the Respondents on the Basis of Service of the Traders

Another major factor playing the function in determination devising of consumer behaviour of respondents was “ Service of traders ” . So, this inquiry was designed to cognize the satisfaction degree on the service of the traders, received by the respondents, which in other words are considered as the clients of several traders.

S. No

Service of the Traders

No. of Respondents

Percentage

1

Highly Satisfied

85

85

2

Satisfied

12

12

3

Dissatisfied

2

2

4

Highly Dissatisfied

1

1

Entire

100

100

Beginning: Primary Data

From the analysis 85 per centum of the Sony Television proprietors are extremely satisfied with their trader ‘s service and 12 per centum of the clients are really happy with the service of the traders and the staying are non satisfied with that.

Suggestions

Company should improve/upgrades its employee ‘s merchandise cognition, market state of affairs, and its rival ‘s cognition by giving proper preparation to employee.

The Company should non merely concentrate on the client satisfaction but besides the company led to supervise their rival ‘s public presentation in their countries of operations.

The Company should do alterations harmonizing to the other rivals & A ; harmonizing to the client ‘s outlooks.

The company should maintain in head the demand of immature coevals.

Decision

It was made clear that the Sony Television is the market leader. Sony Television has to come up with more advanced promotional runs in order to derive more consumers. Since, most of the respondents are expressed a place note on factors like company image, monetary value and flawlessness. It is so the maker ‘s responsibility to keep the above factors at the same clip with a position to retained and the top of the market. Because all the electronic merchandises are in demand of above three makings to last in the market. Sony Television is holding above three with a good repute. Even though consumers are looking for a better one. We hope that Sony will do it. Customer satisfaction index is a good tool to do betterments in the merchandises and services of the company and therefore should use carefully and kept every bit confidential as possible.

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