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A STUDY ON CUSTOMER LOYALTY TOWARDS SONY CENTER AT CHENNAI

INTRODUCTION
WHO IS CUSTOMER
A customer is the most significant icon for long term survival of any firms or enterprises
in terms of retaining quality products and services at affordable cost as for being the market king.
A customer doesn’t dependent upon us while in several aspects, we dependent upon him.
A customer is not an interruption of our work; actually, they are the purpose of them.
We are not doing any sorts of favors by serving them; actually, they are doing it for our
flavor by giving us the opportunity to do so.
A customer is not someone to argue or match with someone. Nobody ever won an
argument with customer. A customer is a person who brings as his wants. It is our job to handle
them profitability to him and to ourselves.
Today, more companies are recognizing the importance of satisfying and retaining
customers. Satisfied customers constitute the company’s relationship capital. If the company
were to be sold, the acquiring company would to pay not only for the plant and equipment and
who would do business with the new firms.
THEORETICAL BACKGROUND OF STUDY

Market
The term market may be considered as a convenient meeting place where buyers and sellers
gather together for the exchange of goods and services. Market means a group of people having
unmet wants, purchasing power to make their demand effective and the will to spend their
income to fulfill those wants. Today a market is equated with the total demand.
The American marketing association defines a market, ‘as the aggregate demand of potential
buyers for a product or service’.
Under keen competition, a marketer wants to create or capture and retain the market i.e.
customer demand through an appropriate marketing mix offered to a target market. The market
offering i.e. supply must meet customer demand, which are unmet needs and desires.
Marketing
Marketing is a comprehensive term and it includes all resources and set of activities necessary to
direct and facilitate the flow of goods and services form the producer to the consumer through
the process of distribution. Businessmen regards marketing as a management function to plan
promote and deliver products to the clients or customers. Human efforts, finance and
management constitute the primary resources in marketing.
We have twin activities, which are most significant in marketing:
1. Matching the product with demand i.e. customer needs and desires or the target market.
2. The transfer of ownership and possession at every stage in the flow of goods from the
primary producer to the ultimate consumer.
The American marketing association defines marketing as the process of planning and executing
the conception, pricing, promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual and organizational objectives.
Marketing Management
Marketing management represents an important functional area of business management efforts
for the flow of goods and services from the producer to the consumers. It looks after the
marketing system of the enterprise. It has to plan and develop the product on the basis of known
customer demand.

Marketing management may be defined as, ‘a process of management of marketing programs for
accomplishing organizational goals and objectives’.

Marketing management has to build up appropriate marketing plan or marketing mix to fulfill the
set goals of the business. It has to formulate sound marketing policies and programs. It looks
after their implementation and control. It has to implement marketing strategies, programs and
campaigns. It must evaluate the effectiveness of each part of marketing mix and introduce
necessary modifications to remove discrepancies in the actual execution of plans, policies,
strategies, procedures and programs.
Marketing Mix
Marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the
target market.
There are four elements or variables that make a marketing mix, they are:
1. Decisions on product or service.
2. Decisions on promotion
3. Decisions on price
4. Decisions on distribution.
The four ingredients are closely interrelated. Under the systems approach the decision in one
area affects action in the other. Marketing mix decisions constitute a large part of marketing
management.
According to Philip Kotler the term marketing mix is, ‘the set of controllable variables that the
firm can use to influence the buyers response’. In the simplest manner, the basic marketing mix
is the blending of four inputs or sub mixes, which form the core of the marketing system.
Product mix decision refers to decisions on product variety, quality, design, features, brand
image, packaging, sizes, services, warranties and returns.
Price mix decision refers to decisions on the product list price, discounts, allowances, and
payment period and credit terms available.
Place mix decision refers to decisions on the channels, coverage, assortments, locations,
inventory and transport of the market offering.
Promotion mix decisions refer to decisions on the products advertising, sales promotion, sales
force, public relations and direct marketing.

Together they form the four P’s of marketing.

Marketing Planning
A marketing plan lies down in writing the marketing objectives, programs and policies to be
adopted to achieve the set marketing objectives. Even before an integrated marketing plan is
prepared the company shall prepare functional plan for each component of marketing mix. To
have a sound marketing plan, every operation is to be examined and the problems are to be
identified. The overall marketing plan should be linked to the distribution channel of the
company to have effective marketing operations.
The marketing planning covers the preparation of functional plans, integration of this plan and
the preparation of master marketing plan to serve the objective of the organization. Marketing
planning is bound to get a better hold of environmental factor.
Marketing Research
Marketing research is the systematic gathering, recording and analyzing of the data about
problems connected to the marketing of goods and services i.e. problems relating to product,
price, promotion and distribution of the 4p’s of the marketing mix.
Marketing research is concerned with all those factors, which have a direct impact upon the
marketing of products and services. Marketing research has grown along with the expanded role
of marketing as the focus for the business decision-making.

Need of marketing research


Marketing research is conducted for different purposes. They are:
 To estimate the potential market for a new product.
 To know the reactions of consumers to a product already existing in the market.
 To find out the general marketing condition and tendencies.
 To know the types of consumer buying and their buying motives.
 To know the reactions of failure of a product already in the market.
 To assess the strength and weakness of competitors.
Consumer
A person who purchase or has the capacity to purchase the goods of service often for sale by the
marketing firm in order to satisfy personal need and desires.
Preference
Preference is the sensing of stimuli external to the individual organism the act or process of
comprehending the world in which the individual exists.
Preference has been defined by social psychologists as the “Complex process” by which people
select organize and interpret sensory stimulation in to a meaningful and coherent picture of the
work.
Attitude
Social psychologist defined attitude as an emotionalized predisposition to respond positively or
negatively to an object. Predisposition can be thought of as categories of meaning stored in the
memory of a person and are based on previous experience. Predisposing the person to have in an
specific manner towards a certain objects in the environment.
Brand
A brand is a name, term, symbol, design or a combination of them which is intended to
identify the goods or services of one seller or group of sellers and to differentiate them from
those of competitors.

Consumer Behavior
The term consumer behavior can be defined, as, ‘the behavior that the consumer display in
searching for, purchasing, using and evaluating products, services and ideas, which they expect,
will satisfy their needs’. The study of consumer behavior enables marketers to understand and
predict consumer behavior in the market place; it also promotes understanding of the role that
consumption plays in the lives of individuals.
Consumer behavior refers to all psychological social and physical behavior of potential
consumers as they become aware of, evaluate, purchase and consume and tell others about
products and services. It is the pattern of response of buyers to marketing offer of a firm. It refers
to the process as how consumers make their purchase decisions. It is concerned with what, why,
how much, when and from whom buyers make their purchases of goods and services.

Model of consumer behavior


The starting point of understanding consumer behavior is the stimulus-response model.
Marketing and environmental stimuli enter the buyer’s consciousness. The buyer’s
characteristics and decision process lead to certain purchase decisions. The marketer’s task is to
understand what happens in the buyer’s consciousness between the arrival of outside stimuli and
the buyers purchase decisions.

Major Factors Influencing Consumer Behavior


Consumers buying behavior is influenced by cultural, social, personal and psychological factors.
Cultural Factors

Cultural factors exert the broadest and deepest influence on consumer behavior. The roles
played by the buyers culture, subculture and social class are particularly important.
o Culture
Culture refers to that complex whole which includes in it knowledge, beliefs, art or anything
man acquires as a member of society.
o Subculture
Each culture consists of smaller subcultures that provide more specific identification and
socialization for their members. Sub cultures include nationalities, religions, racial groups and
geographic regions.
o Social Class
Virtually all-human societies exhibit social stratification. Stratification sometimes takes the
form of a caste system where the members of different castes are reared for certain roles and
cannot change their caste membership more frequently; stratification takes the form of social
class.
1. Social Factors
o Reference Groups
A persons reference groups consists of all the groups that have a direct or indirect influence
on the person’s attitudes or behavior.
o Family
The family is the most important consumer buying organization in the society and it
constitutes the most influential primary reference group.
o Roles and statuses
A person participates in many groups, family, clubs, organizations etc. The person’s position
in each group can be defined in terms of role and status. A role consists of the activities that a
person is expected to perform. Each role carries a status.
2. Personal Factors
o Age and stage in the life cycle
People buy different goods and services over their lifetime. Taste in clothes, furniture and
recreation is all age related.
Consumption is shaped by the family life cycle. Marketers often choose life-cycle groups as
their target market.
o Occupation and economic circumstances
Occupation also influences a person’s consumption pattern.
Product choice is greatly affected by economic circumstances; spendable income, savings and
assets, debts, borrowing power and attitude toward spending versus saving.
o Lifestyle
People from the same subculture, social class, and occupation may lead quite different
lifestyles. A lifestyle is the person’s pattern of living in the world expressed in activities,
interest’s ands opinions. Lifestyle portrays the world person interacting with his or her
environment.

o Personality and self concept


Each person has a distinct personality that influences buying behavior. It is that distinguishing
psychological characteristics that lead to relatively consistent and enduring responses to
environment. Related to personality is self-concept or self image. Marketers try to develop
brand images that match target markets self image.

3. Psychological Factors
o Motivation
A person has many needs at a given time. A need becomes a motive when it is aroused to a
sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person
to act.
o Preference
Preference is the process by which an individual selects, organizes and interprets information
inputs to create a meaningful picture of the world. How a, motivated person actually acts is
influenced by his or her Preferences of the situation.
o Learning
When people act they learn. Learning involves changes in an individual’s behavior arising
from experience. Learning theory teaches marketers that they can build up demand for a
product by associating it with strong drives, using motivating cues and positive reinforcement.

o Beliefs and attitudes

Through doing and learning, people acquire beliefs and attitudes. These in turn influence
buying behavior. A belief is a descriptive thought that a person holds about something. The
beliefs make up product and brand images and people act on these images.
An attitude is a person enduring favorable or unfavorable evaluations, emotion feelings and
action tendencies toward some object or idea. Thus a company would be well advised to fit
product into existing attitudes rather than try and change people’s attitudes.

OBJECTIVES OF THE STUDY:


 To study the evaluation of Sony center with particular reference to India.
 To ascertain the attributer which influenced the customer’s in selecting a particular Sony
center with services provider.
 To study the consumer’s loyalty towards different Sony service providers in Chennai
city.
 To assess the problems faced by the sony users in Chennai city.
 To offer valuable suggestions to improve the services of Sony in Chennai city.
NEED OF THE STUDY:
 Exchange of information becomes the necessity of life to a common man. In the modern
world an individual tends to communicate anything to everything right from the place
where he/she stands. Even while riding vehicle he / she wants communicate within a
fraction of second at quick speed with clear voice, without any disturbance. Like line
crossing, out of order, etc. most of which lack in the connection given by the department
of Sony.

SIGNIFICANCE/RATIONALE OF THE STUDY


 The variables important for creating customer loyalty will be identified and if
organizations start focusing on those variables they would be benefiting by making their
customers loyal.
 Loyalty of customers can lead to long term life time value for companies. Loyal
customers can promote the brand name by word of mouth and a cycle of new customers
could start coming to an organization
SCOPE OF STUDY:
 The present study is contained to Chennai and it is decided to consider sony center and
etc. son service rendered to the customers. In Chennai there are various cellular services
available. Sack as sony center and etc. but the cellular services has been selected to study
the consumer’s loyalty in it is the most popular private cellular services.
 The main objectives of this study are to analyze the customer’s loyalty and problems,
faced by sony center has been taken for the current research work.
STATEMENT OF PROBLEM:
In our country the growth of service marketing especially mobile phone industry is still in its
infancy stage, as compared to the industrially advanced countries. It is for the fact that the
economy of our country has been in the developing stage. There are various mobile phones
services provider’s in our country and they are playing an essential role in fulfilling the needs of
thecustomers.Now-a-days, the customers are more dynamic. Their taste, needs and preference
can the changing as per current scenario. Hence the development of cellular industry mainly
depends on the customer loyalty. However the following questions may arise regarding customer
loyalty.
1. Does the cell industry satisfy the social responsibility?
2. What are all expectations by the customer’s regarding service provided by the sony
service provider?
3. Whether the service provided by sony industry is satisfying the customers?
4. Are the facilities available adequate to satisfy the customers
CHAPTER II
REVIEW OF LITERATURE
REVIEW OF LITERATURE

1. Singh & Khan (2012) highlighted how short term actions with few modifications with the
profit will turn into long term customer loyalty and hence long term benefit. The authors
were focusing on understanding the customer loyalty and customer loyalty and their
importance to the business. The authors also understand the approach of how to increase
customer loyalty and customer loyalty towards the business. With the understanding of
the behavior of the customers and satisfying them provides the benefit to the business in
the long term. Establishing good relationship with the customers by providing better
services will create customer loyalty and more visits over time. This will bring more
profit to the business in long-term and will reduce the competition. The study also
identified the strategies which attract the customers to the retailer and also understood the
considerations to be done while implementing them. With this, it will help the business to
gain customer loyalty and loyalty towards their business if they implement them
diligently
2. (Singh & Khan 2012) *Agchi & Xingbo (2011) identified a moderator, step-size
ambiguity, and address that when ambiguity is high, only reward distance affects loyalty
programs. When ambiguity is lower, consumers integrate step size with reward distance.
The physical and psychological distance estimation contexts (e.g., weight loss, savings)
where distances and step sizes can vary (e.g., as a function of units: kilograms vs.
pounds), but especially in loyalty rewards contexts.
3. Omar et al. (2009), pointed out that the introduction of customer relationship marketing
instruments by retailers has been strongly increased in recent years both in theory and
practice. Loyalty programs have become a popular choice of marketing strategy by
retailers who believe that loyalty programs are an important strategy and mechanism for
retailers to build store traffic, increase basket size and increase frequency by creating
deeper relationship with their customer. However, some members in the marketing
industry have begun to question the effectiveness of loyalty programs in obtaining
customers’ support and loyalty. The authors reported on the results of a preliminary study
of the literature which has been conducted in an attempt to understand the issue and role
of service quality in retail loyalty programs as well as factors that are important in loyalty
program service quality.
4. East et al. (2005), defined Consumer loyalty as a singular concept, usually as an attitude
toward the loyalty object or as repeat patronage behavior. The definition may combine
attitude and behavior in either an additive or an interactive expression. The authors argue
that definitions of loyalty are useful if they predict phenomena such as recommendation,
search and loyalty (loyalty outcomes). The findings of the study addressed that in three
consumer fields, the combination measures of customer loyalty often perform poorly as
predictors of loyalty outcomes compared with singular measures since recommendation
is predicted by attitude but not by repeat patronage. Loyalty and search behavior are
predicted better by repeat patronage than by attitude. The prediction of loyalty outcomes
is not improved by the inclusion of an interaction term in the model. The combination
concepts of loyalty are of limited value. And there is no form of loyalty that consistently
predicts all the different loyalty outcomes and, so they abandon the idea of a general
concept of loyalty.
5. Lewis (2004) developed a model for customers’ response to a loyalty program under the
assumption that purchases represent the choices of customers who are solving a dynamic
optimization problem. This theoretical model is using a discrete-choice dynamic
programming formulation. The author relies on specific loyalty program with data from
an online merchant that specializes in grocery and drugstore items. The results suggest
that the loyalty program under study is successful in increasing annual purchasing for a
substantial proportion of customers. Loyalty programs have an important effect on
customer relationship management for firms in travel related industries such as airlines,
hotels, and rental cars. (Lewis, 2004)
6. Kopalle and Neslin (2003) have proposed analytical models to study the impact of loyalty
programs in categories with different structures.
7. Deighton (2000) addressed that information technology enables firms to practice
individual-level marketing which help the wide spread of loyalty programs into several
industries such as: gaming, financial services, and retailing. *In order to investigate the
conditions under which a loyalty rewards program will have a positive effect on customer
evaluations, behavior, and repeat purchase intentions,
8. Kannan & Bramlett (2000) used cross-sectional, time-series data from a worldwide
financial services company that offers a loyalty rewards program. The results show that
members in the loyalty rewards program discount negative evaluations of the company in
comparison with the competitors. One possible reason could be that members of the
loyalty rewards program admit that they are getting better quality and service for their
price or, in other words, “good value.” *The authors also estimated a model of the
influence of a loyalty rewards program on customers’ decisions to repurchase a service
and their decisions about how much to use the service. The model focused on the
multiple direct and indirect effects of loyalty programs on these two dependent variables.
Using the model will help in estimating the effectiveness of a loyalty program in
customer loyalty. (Kannan & Bramlett, 2000)
9. Henning & Klee, (1997), focused at the customer loyalty with a company’s product or
services as it is the key to company’s success and long-term competitiveness. The author
considered customer loyalty a central determinant of customer loyalty. The overall
purpose of this study is to develop a conceptual foundation for investigating the customer
loyalty process, with the use of the concepts of customer loyalty and relationship quality.
The study has a critical examination of the loyalty -loyalty relationship, and the
development of a comprehensive view of the customer’s quality perception.
10. Dowling and Uncles (1997), explained that there are three primary lessons from the
research they did. First, a major reason for launching of many customer loyalty programs
is competition. Second, if a loyalty program does not support the product or service value
proposition, it might be justified in attracting more distributors to deal with the product.
Third, brand loyalty is more likely to come from the market.
11. O’Brien and Jones (1995) suggest that the major factors that customers consider when
assessing programs are the relative value of awards and the probability of achieving a
reward. The probability of achieving a reward is a function of cumulative buying
thresholds and time constraints.
12. Loyalty programs have a long-run positive effect on customer evaluations and behavior.
If loyalty rewards programs increase relationship durations and usage levels, then
customers will be increasingly exposed to the complete spectrum of service experiences.
(Keaveney 1995) *Increased customer loyalty and loyalty have a positive influence on
long-term financial performance. The positive financial outcomes of the rewards program
exceed the investments made in the program. (Anderson, et al. 1994)
13. Loyal customers are familiar with their favourite brands and more willing to try out and
explore recommendations and any innovative new products. Metrics (marketing)
evaluated that the probability of selling something to new prospects is only about 5-20%,
whilst the probability of selling something to an existing customer is 60-70%. For the
same amount of effort to sell something, projected sales are higher from loyal customers.
Loyalty is something that consumers my exhibit to brand service and activities .loyalty is
future of people rather then something inherent in brand. Loyalty is an attitude that
sometimes leads to relationship with brand it is expressed in term of revealed behaviour.
Attitude may be measured by asking how much of the people are interested toward a
certain brand, feel like engaged to it and also recommend that brand to others, and
strongly show feelings for it, relative of competing brands (Basu & Dick, 1994).
14. There are number of approaches to customer‘s loyalty. Jacoby at al 1973 say that loyalty
can be measured in two approaches for brand loyal customers which are behavioural and
attitude loyal. Until 1970 loyalty is consider as the function of total purchase function of
buying pattern or buying probability. An extension of the ‗attitudes define loyalty‘
perspective is to suggest that consumers form relationships with some of the brands. A
pet example for this point is exemplified by Fournier (1998), who sees loyalty as a
committed and affect-laden partnership between brands and consumers. It‘s a relation
that will be more gripping when supported by other members of a household or group of
buyers, and where consumption is related with community identity.
15. They are less-price sensitive. Loyal customers are more inclined to share their positive
experience and making recommendation of a business. Humans are generally more
influenced by people they are familiar with. Marketing through word of mouth is a
powerful channel of marketing. This re-images brand of consumers in their mind that are
unfamiliar and new. It is 6 to 7 times more expensive to acquire new customers than
servicing your regulars. By focusing on customer loyalty and building your brand your
loyal customers will be a strong influencer to get new prospects to try out your brand
substantially reducing the associated costs in acquiring customers, harvest loyalty and get
a group of free sales people to spread the love of your brand. Customer Loyalty If a
company provides a product according to the requirements of their consumers it will lead
the loyalty of consumers. The lower or higher loyalty of a consumer will depend upon
the quality of brand characteristics that are offered by a company (Gerpott Rams &
Schindler2001).
16. The reason why customer loyalty directly affects bottom line profitability is quite simple
it costs far less to retain a happy client. Businesses that have been successful retaining
their loyal clients have shown over time to consistently increase profits. The impact of
customer loyalty is impossible to overlook. A totally satisfied customer contributes 17
times to revenue as somewhat dissatisfied customer. Dissatisfied customer decreases
revenue at a rate equal to 18 times what a totally satisfied customer contributes towards
company. Researchers have shown that if a customer is satisfied with a company or
service he/she is likely to share their experience with other people. While dissatisfied
customers likely tell another ten people of their bad experience. Social media-readily
available, tell that story of bad experience to online users etc. You can easily go to
Twitter or Facebook and read about some experiences regarding a company or service.
Customer loyalty customer relationships and service quality leads to profitability and
market share Rust and Zahorik (1993).
17. Customer loyalty leads to customer loyalty and this also leads to profitability Hallowell
(1996). When customers are satisfied with a high quality service offering after its use
then they can be expected to engage in repeat purchase and even try line extensions and
thus market share can be improved. Achieving customer focus requires leveraging
existing customer information to gain deeper insight into the relationship a customer has
with the company and enhancing customer-service related processes so that the services
are not erroneous and free of error for the customers. Marketing aspect contributes
towards customer loyalty with a product of purchase repetition, acceptance of extension
for the product line and a positive word-of-mouth advertising, Cardozo (1965).
18. Perceived Value Perceived value occurs at the intersection of what customers want and
what they get from product or services what they could get from competition. Company
can only sustain customer loyalty by continually meeting customer‘s product/service
qualifications specifications or expectations. Company should strive to meet customers‘
needs in the order they deem important while maintaining a favourable comparison
between you and your competition. In marketplace, competitors are the alternative
suppliers customers use to form their comparative value perceptions. How would
customer define perceived value? According to the framework of the ACSI theory and
research it was revealed that perceived quality is considered as the first determinant of
overall customer loyalty and research strongly recommends that expectation and
experienced services have a direct and positive effect on overall customer loyalty (Fonell
et al., 1996,p. 9). ACSI measures perceived quality based on two main components of
consumption experience: (1) customization and (2) reliability (Fonell et al., 1996)
19. . From the responses the perceived service quality can be calculated or computed (Fonell
et al., 1996). One more aspect contributed by Tkala et al, (2006) is that while calculating
customer loyalty individual score is not important but aggregate score is important.
Perceived service quality is defined as consumers judgment about a business overall
distinction or dominance (Zeithaml, Berry & Parasuraman, 1988).
20. Jiang and Wang (2006) defined it as the consumer evaluation of the service performance
received and how it compared with their expectation. A
21. nother aspect Jiangand Wang, (2006) pointed out that evaluations are not based on
service attributes rather these depend on customer‘s memory and emotions. So customers
measure service quality in terms of how much pleasure they have received from a
service. The role of perceived service quality in customer loyalty is established but the
conditions under different dimensions of effect will or will not influence service quality
evaluation and customer loyalty .
22. Parasuraman et al, (1988), Perceived service quality is therefore viewed as the degree and
direction of discrepancy between consumers expectations and perception
23. . Turel & Serenko, (2004) claimed that perceived quality (PQ) is the actual experience of
a customer about service.
24. Jamali (2007) found a positive relationship between service quality and customer loyalty
. However work that integrates the role of perceived product quality within the context of
other marketing variables like product involvement consumer loyalty and purchase
intentions has received less attention. Moreover the relationships between these
constructs for goods rather than services have not been studied extensively in marketing.
Perceived quality has attracted the interest of practitioners and researchers because of a
belief in its beneficial effects on performance in marketing. The belief that a higher level
of perceived quality leads to repeated purchases is the bedrock of business. A better
understanding of the connection between perceived product quality and product
involvement consumer loyalty and purchase intentions may help academics develop a
model of consumer decision making for products. Practitioners may also get indications
as to where best to devote marketing attention and scarce corporate resources. The
customer perception about a product is another important dimension which is under
consideration now days in eyes of marketers. Customer thinking about the quality of a
product is an important factor.
25. The word quality is defined by Shahzad (2012) freedom from errors. It is the combination
of characteristics and features that exist in a product which can satisfy a customer want or
need. Product quality is a direct factor influencing customer loyalty which leads a
customer towards loyalty afterwards. Enhancement in customer perceived quality will
increase customer loyalty loyalty and profitability (E.Gummesson, 1998).
26. But does each and every segment in the market accept the same quality? The issue arises
by Grönroos (1997) that each and every segment in the market wants different quality
products depending on their purchasing power and requirements. Customer relationships
& Attributes of a product Keller (1993) defined that brand image refers to a particular
frame of reference by which the consumer is associating a certain brand. A good image
enhances the value of the brand in the eyes of the consumer by increasing its
likeability/desirability and differentiating it from other competing brands (Hsieh, Pan,
and Setiono 2004).
27. The outcome of the favourable image is the increase in equity, loyalty, consumer buying
behaviour and overall performance of brand (Koo, 2003). Brand image is measured in
terms of benefits a brand is offering or some attributes the brand is having or the usage of
the brand. The evolution of the consumption goods market presents in most of the
classifications, a variety of brands more known than others and it is believed that
consumers associate quality of the product with the image of the brand because of various
factors. As a result the consumers prefer only one brand or sometimes a group of brands
adopting a loyalty behavior (Bothe, 1996)
28. . On the other hand one factor that characterizes the brand preference by the costumer is
the attitude favorable or unfavorable relative to the brand. Thus knowing the consumers
attitude is a factor that can determinate the degree of competitiveness of an organization
(Aggarwal, 2004). To know this reality a research was conducted in the segment of
margarine because this product category is in essence a commodity a fact that only
increases the complexity of the consumers‘ decision process. The attributes of margarine
possess different importance in each brand.

INDUSTRY PROFILE AND COMPANY PROFILE

INDUSTRY PROFILE

The consumer durables industry can be broadly classified as consumer electronics and consumer
appliances. The consumer appliances category can be further segmented as white goods and
brown goods.
With a presence spanning 36 countries, Sony has not only touched the lives of millions but also
has made a difference in their lifestyles. Visit Sony across the world and discover how a name,
synonymous with technology, has given a totally new dimension to entertainment.

Throughout the world today, Sony stands for innovation, state of the art technology and superior
quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products
and new lifestyles and remains committed to the challenge of creating and realizing these
dreams.

INDUSTRY PROFILE

Indian Electronics industry dates back to the early 1960's. Electronics was one industry initially
restricted to the development and maintenance of fundamental communication systems including
radio-broadcasting, telephonic and telegraphic communication, and augmentation of defense
capabilities. Until 1984, the electronics Industry was primarily government owned and then in
1980s witnessed a rapid growth of the electronics industry due to sweeping economic changes,
resulting in the liberalization and globalization of the economy.

COMPANY PROFILE

SONY GROUPS

Sony Corporation, commonly referred to as Sony, is a Japanese multinational conglomerate


corporation headquartered in Kōnan Minato, Tokyo, Japan. Its diversified business is primarily
focused on the electronics, game, entertainment and financial services sectors. The company is
one of the leading manufacturers of electronic products for the consumer and professional
markets. Sony is ranked 87th on the 2012 list of Fortune Global 500.

Sony Corporation is the electronics business unit and the parent company of the Sony Group,
which is engaged in business through its four operating segments – Electronics, Motion pictures,
Music and Financial Services. These make Sony one of the most comprehensive entertainment
companies in the world. Sony's principal business operations include Sony Corporation. Sony is
among the Worldwide Top 20 Semiconductor Sales Leaders and third-largest television
manufacturer in the world, after Samsung Electronics and LG Electronics.
COMPANY PROFILE

In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and
Akio Morita, running a company then known as Tokyo Tsushin Kogyo (Tokyo
Telecommunications Engineering), attempted to produce a simple electric rice cooker. It did not
work too well, but it kicked-off their desire to produce products for everyday life
In 1958, the company name was changed to Sony Corporation and since then, Sony
has become one of the most recognised brand names in the history of the modern world. From
the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From
its first transistor radio in 1955, to the Trinitron, Walkman, Betacam, Handycam, the Compact
Disc and the floppy disc .Sony has continually made things better, smaller and more innovative
than ever thought possible.
Sony Corporation now spans a range of industries including audio visual electronics, information
technology, broadcast, telecommunications, entertainment, satellite broadcasting and even
insurance and finance.
Throughout the world today, Sony stands for innovation, state of the art technology and superior
quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products
and new lifestyles and remains committed to the challenge of creating and realizing these
dreams.

Sony in India
Sony is not new to India. Whether it was the television, or the walkman, a Sony always
remained a must in the wish list of any Indian, returning home from abroad This love for the
brand culminated in a new relationship when inspired by a reform friendly Indian business
environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on 16th
January 1995.

COMPANY MISSION

Sony India focused towards making a difference in the lifestyles in the Indian market and open
up new vistas of entertainment in the country.
Sony India remains committed towards offering new age technology and digital concepts while
working hand in hand with the Indian industry to produce and sell excellence. Their consistent
commitment towards service has brought the company quite closer to the Indian customer.

PRODUCT PROFILE

PRODUCT PROFILE

Basic Consumer Durables:


Flaunt your Cyber-shot

Make heads turn with the smart Sony Cyber-shot. With chic colours to choose from, this trendy
camera lets you capture your special moments in style.

Experience the Real Entertainment

Feel true picture, pure sound & smooth action with Sony BRAVIA LCD TV.

Dress up with VAIO CS VAIO CS is an extraordinary blend of elegance, fun and high
performance with its irrestible colour range and mystic features.

PRODUCT PROFILE
PRODUCT PROFILE
REFRIGERATOR

. Side by Side Refrigerator


. Frost Free Refrigerator
. Direct Cool Refrigerator

WASHING MACHINE

. Dish Washer
. Steam Washer Dryer
. Washer Dryer
. Front Load Washing Machine
. Top Load Washing Machine
. Semi Automatic Washing Machine

MICROWAVE OVEN

. Solar Dom Microwave


. Convection Microwave
. Grill Microwave
. Solo Microwave
TELEVISION

. LCD TV
. Plasma TV
. Ultra Slim TV
. Flat TV

zzzzzzzz

Home theatre

COMPUTER PRODUCTS

. Notebook PC
. Desktop PC
. Monitor
. Optical Storage Devices
. Projector

MOBILE PHONE

. KM900
. Cookie
. Secret
. KC550
. Dynamite
. All Rounder

CHAPTER III
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Search of knowledge. A careful investigation or enquiry. A systematic effort to gain new
knowledge. Those are called a “Research”
Research is a movement of knowledge from known to unknown from the available place to the
required place. According to Clifford wide, “Defining and re-defining problems formulating the
hypothesis or jusested solutions. Collecting, organizing and evaluating data. Making detections
and reaching conclusions to determine whether fit the formulating the hypothesis “The Purpose
of research to find out solutions to the problem, which has not been discovered by anybody.
RESEARCH METHODS:
Those methods which are used by the researcher during the course of studying are research
problem are termed on research methods.
RESEARCH METHODOLOGY:
The research methodology, not only the research methods are but also consider the logic behind
the methods. They are in the contest of our research studied. And explain why we are using a
particular method or techniques and we are not using others.
DESCRIPTIVE RESEARCH DESIGN:
In includes surveys, and facts finding enquires of different kinds. The manor purpose of
descriptive research is description of state of affairs on it exists at present. The main character of
this method is that the researcher has no control threw over the variables. He can report what has
happen or what is happening.
NATURE OF DATA:
In this study primary data are used.
DATA COLLECTION
There two type of method of data collection.
o Primary data
o Secondary data

PRIMARY DATA:
Primary data was collected using the questionnaire method, direct interview. The main tool used
was, the questionnaire method. Further direct interview method, where a face-to-face formal
interview was taken. Lastly observation method has been continuous with the questionnaire
method, as one continuously observes the surrounding environment he works in.

Secondary data:
Secondary data refer to the data that has been already collected the secondary data, which has
been used to carry out this study, are as follow:
 Books, Journals, Magazines, Newspapers
 Industry Reports
 Websites.
COLLECTION OF DATA:
The data were collected from the respondents through the distribution of questionnaire.
SAMPLE SIZE:
The sample size of this study is 100.
TOOLS FOR ANALYSIS:
Along with the usual statistical tools such as tables, percentages, bar charts, chi-squire test we
sued for analyzing the data and arriving at the conclusion.
HYPOTHESIS OF THE STUDY;
On the basis of review of previous studies and on the basis of observation made during our
collection of data, the following null hypothesis was formed.
There is no significant association between persona variables such as age, gender, educational
qualifications, monthly income, marital status, size of the family and their awareness level of
consumers and different sony services providers.

LIMITATIONS OF THE STUDY:


Though the detailed investigation is made in the present study, unit has got the
Following limitations.
 This study is restricted only to the Chennai city. So, the results may not be applicable to
other areas.
 This study is based on the prevailing customer’s loyalty. But the customer’s loyalty may
change according to time, fashion, technology, development, etc.
 As per the population of the study is huge, the researcher has taken only
 120 sample respondents from each service providers
CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1
TABLE SHOWING GENDER

Frequenc Percent Valid Cumulative


y Percent Percent
Male 61 50.4 50.8 50.8
Valid Female 59 48.8 49.2 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 50 .8% of the respondent are male and 49.2
% of the respondent are female.

CHART 4.1

CHART SHOWING GENDER OF THE RESPONDENT


TABLE 4.2
TABLE SHOWING OCCUPATION

Frequenc Percent Valid Cumulative


y Percent Percent
Service 61 50.4 50.8 50.8
Valid Student 59 49.9 49.2 100.0
Total 120 99.2 100.0

INTERPRETATION
The above table that can be analyze that the 50.8 % of the respondent are service and 49.2% of
the respondent are student.

CHART 4.2

CHART SHOWING OCCUPATION OF THE RESPONDENT

TABLE 4.3
TABLE SHOWING AGE OF THE RESPONDENT

Freque Percent Valid Cumulative


ncy Percent Percent
Valid Below 18 16 13.2 13.3 13.3
18-25 36 29.8 30.0 43.3
25-40 41 33.9 34.2 77.5
40 & Above 26 21.5 21.7 99.2
. .
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 13.3 % of the respondent are aged between
the below 18 years and 30.0 % of the respondent are aged between the 18-25 years 34.2 % of
the respondent are aged between the 25-40 years and 21.7 % of the respondent are aged between
the above 40 years.

CHART 4.3

CHART SHOWING AGE OF THE RESPONDENT


TABLE 4.4
TABLE SHOWING OVERALL

Freq Percent Valid Cumulative


uenc Percent Percent
y
Excellent 19 15.7 15.8 15.8
Good 25 20.7 20.8 36.7
Average 39 32.2 32.5 69.2
Valid
Poor 24 19.8 20.0 89.2
Very poor 13 10.7 10.8 100.0
Total 120 99.2 100.0

INTERPRETATION
The above table that can be analyze that the 15.8% of the respondent are says that
excellent with the overall of the sony brand , 20.8% of the respondent were good, 32.5% of the
respondent are said that average and 20.0% of the respondent are poor with the overall of the
sony brand and 10.8 % of the respondent are says that were very poor.

CHART 4.4

CHART SHOWING OVERALL

TABLE 4.5
TABLE SHOWING SALES SERVICES

Frequenc Percent Valid Cumulative


y Percent Percent
Excellent 24 19.8 20.0 20.0
Good 13 10.7 10.8 30.8
Valid Average 38 31.4 31.7 62.5
Poor 27 22.3 22.5 85.0
Very poor 18 14.9 15.0 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 20.0% of the respondent are excellent with
the sales services 10.8 % of the respondent were good, 31.7% of the respondent are said that
average and 22.5% of the respondent are poor with the sales services 15.0 % of the respondent
are were very poor.

CHART 4.5

CHART SHOWING SALES SERVICES


TABLE 4.6
TABLE SHOWING THE VALUE ADDED SERVICES I GOT ON THE PURCHASE OF
SONY WERE
Freque Percent Valid Cumulative
ncy Percent Percent
Excellent 31 25.6 25.8 25.8
good 28 23.1 23.3 49.2
Average 31 25.6 25.8 75.0
Valid
poor 16 13.2 13.3 88.3
very poor 14 11.6 11.7 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 25.6% of the respondent are excellent with the
value added services i got on the purchase of sony 23.1% of the respondent were good with the
value added services i got on the purchase of sony, 25.6% of the respondent are said that average
and 13.2% of the respondent are poor with the the value added services i got on the purchase of
sony 11.7% of the respondent are says that very poor.
CHART 4.6

CHART SHOWING THE VALUE ADDED SERVICES I GOT ON THE PURCHASE OF


SONY WERE
TABLE 4.7
TABLE SHOWING PROXIMITY OF THE LOCALITY OF THE SHOWROOM

Frequen Percent Valid Cumulative


cy Percent Percent
Excellent 14 11.6 11.7 11.7
good 30 24.8 25.0 36.7
average 32 26.4 26.7 63.3
Valid
poor 29 24.0 24.2 87.5
very poor 15 12.4 12.5 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 11.7% of the respondent are excellent with
the proximity of the locality of the showroom 25.0 % of the respondent were good, 26.7% of
the respondent are said that average and 24.2% of the respondent are poor with the proximity of
the locality of the showroom 12.5 % of the respondent are were very poor.
CHART 4.7

CHART SHOWING PROXIMITY OF THE LOCALITY OFTHE SHOWROOM


TABLE 4.8
TABLE SHOWING APPEARANCE OF THIS TV BRAND

Frequen Percent Valid Cumulative


cy Percent Percent
Excellent 17 14.0 14.2 14.2
good 28 23.1 23.3 37.5
average 30 24.8 25.0 62.5
Valid
poor 28 23.1 23.3 85.8
very poor 17 14.0 14.2 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 14.2% of the respondent are excellent with the
appearance of this tv brand 23.3% of the respondent were good, 25.0 % of the respondent are
said that average and 23.3% of the respondent are poor with the appearance of this tv brand
,14.2% of the respondent are were very poor.
CHART 4.8

CHART SHOWING APPEARANCE OF THIS TV BRAND


TABLE 4.9
TABLE SHOWING QUALITY OF THE SONY TELEVISION AS

Freque Percent Valid Cumulative


ncy Percent Percent
Excellent 14 11.6 11.7 11.7
good 33 27.3 27.5 39.2
averages 32 26.4 26.7 65.8
Valid
poor 26 21.5 21.7 87.5
very poor 15 12.4 12.5 100.0
Total 120 99.2 100.0

INTERPRETATION
The above table that can be analyze that the 11.7 % of the respondent are excellent with the
quality of the sony television as 27.5% of the respondent were good, 26.7% of the respondent are
said that average and 21.7% of the respondent are poor with the quality 12.5% of the respondent
are were very poor.

CHART 4.9
CHART SHOWING QUALITY OF THE SONY TELEVISION AS
TABLE 4.10

TABLE SHOWING SONY BRAND FULFILS MY STATUS NEEDS

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly agree 26 21.5 21.7 21.7
Agree 31 25.6 25.8 47.5
Neither agree nor 24 19.8 20.0 67.5
Valid disagree
Disagree 23 19.0 19.2 86.7
Strongly Disagree 16 13.2 13.3 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 21.7 % of the respondent are strongly agree with the
sony brand fulfils my status needs, 25.8 % of the respondent aresays that agree with the sony
brand fulfils my status needs, 20.0 % of the respondent are says that neither agree nor disagree,
19.2 % of the respondent are says that disagree with the sony brand fulfils my status needs,
13.3% of the respondent are strongly disagree with the sony brand fulfils my status needs.
CHART 4.10

CHART SHOWING SONY BRAND FULFILLS MY STATUS NEEDS


TABLE 4.11
TABLE SHOWING RECOMMENTED SONY TO MY FRIENDS

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly agree 26 21.5 21.7 21.7
Agree 31 25.6 25.8 47.5
Neither agree nor 24 19.8 20.0 67.5
Valid disagree
Disagree 23 19.0 19.2 86.7
Strongly disagree 16 13.2 13.3 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 21.7 % of the respondent are strongly agree with
the recommended sony to my friends , 25.8 % of the respondent are says that agree with the
recommended sony to my friends, 20.0 % of the respondent are says that neither agree nor
disagree, 19.2 % of the respondent are says that disagree, 13.3% of the respondent are strongly
disagree with the recommended sony to my friends.

CHART 4.11

CHART SHOWING RECOMMENTED SONY TO MY FRIENDS


TABLE 4.12

TABLE SHOWING I would like to purchase Sony brand again

likesony
Frequenc Percent Valid Cumulative
y Percent Percent
Strongly agree 17 14.0 14.2 14.2
Agree 27 22.3 22.5 36.7
Neither agree nor 29 24.0 24.2 60.8
Valid disagree
Disagree 28 23.1 23.3 84.2
Strongly disagree 19 15.7 15.8 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 14.2 % of the respondent are strongly agree with
the like to purchase Sony brand again, 22.5 % of the respondent are says that agree with the like
to purchase Sony brand again, 24.2 % of the respondent are says that neither agree nor disagree,
23.3% of the respondent are says that disagree, 15.5 % of the respondent are strongly disagree
with the like to purchase Sony brand again.

CHART 4.12
CHART SHOWING I WOULD LIKE TO PURCHASE SONY BRAND AGAIN
TABLE 4.13

TABLE SHOWING THINK SONY CHARGES APPROPRIATE PRICE

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly agree 15 12.4 12.5 12.5
Agree 33 27.3 27.5 40.0
Neither agree nor 26 21.5 21.7 61.7
Valid disagree
Disagree 30 24.8 25.0 86.7
Strongly disagree 16 13.2 13.3 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 12.5 % of the respondent are strongly agree
with the think Sony charges appropriate price, 27.5 % of the respondent are says that agree with
the think Sony charges appropriate price, 21.7 % of the respondent are says that neither agree nor
disagree, 25.0 % of the respondent are says that disagree, 13.3 % of the respondent are strongly
disagree with the think Sony charges appropriate price.

CHART 4.13

CHART SHOWING THINK SONY CHARGES APPROPRIATE PRICE


TABLE 4.14

TABLE SHOWING BRAND MATCHES WITH MY LIFE STYLE

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly agree 25 20.7 20.8 20.8
Agree 28 23.1 23.3 44.2
Neither agree nor 24 19.8 20.0 64.2
Valid disagree
Disagree 24 19.8 20.0 84.2
Strongly disagree 19 15.7 15.8 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 20.8 % of the respondent are strongly agree
with the brand matches with my life style, 23.3 % of the respondent are says that agree with the
think brand matches with my life style, 20.0 % of the respondent are says that neither agree nor
disagree, 20.0 % of the respondent are says that disagree, 15.8% of the respondent are strongly
disagree with the think brand matches with my life style.
CHART 4.14
CHART SHOWING BRAND MATCHES WITH MY LIFE STYLE
TABLE 4.15

TABLE SHOWING VALUE FOR MONEY

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly agree 7 5.8 5.8 5.8
Agree 28 23.1 23.3 29.2
Neither agree nor 34 28.1 28.3 57.5
Valid disagree
Disagree 28 23.1 23.3 80.8
Strongly disagree 23 19.0 19.2 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 5.8 % of the respondent are strongly agree with
the value for money , 23.3 % of the respondent are says that agree with the think value for
money , 28.3 % of the respondent are says that neither agree nor disagree, 23.3 % of the
respondent are says that disagree, 19.2 % of the respondent are strongly disagree with the value
for money .

CHART 4.15

CHART SHOWING VALUE FOR MONEY


TABLE 4.16

TABLE SHOWING FEATURES OF SONY BEFORE PURCHASE

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly agree 25 20.7 20.8 20.8
Agree 28 23.1 23.3 44.2
Neither agree nor 39 32.2 32.5 76.7
Valid disagree
Disagree 11 9.1 9.2 85.8
Strongly disagree 17 14.0 14.2 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 20.8 % of the respondent are strongly agree
with the features of Sony before purchase, 23.3 % of the respondent are says that agree with the
think features of Sony before purchase, 32.5 % of the respondent are says that neither agree nor
disagree, 9.2 % of the respondent are says that disagree, 14.2 % of the respondent are strongly
disagree with the features of Sony before purchase.
CHART 4.16

CHART SHOWING FEATURES OF SONY BEFORE PURCHASE


TABLE 4.17

TABLE SHOWING SALES STAFF WAS HELPFUL DURING THE PURCHASE

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly agree 11 9.1 9.2 9.2
Agree 26 21.5 21.7 30.8
Neither agree nor 31 25.6 25.8 56.7
Valid disagree
Disagree 34 28.1 28.3 85.0
Strongly disagree 18 14.9 15.0 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 9.2 % of the respondent are strongly agree
with the features of sales staff was helpful during the purchase , 21.7 % of the respondent are
says that agree with the think features of sales staff was helpful during the purchase, 25.8 % of
the respondent are says that neither agree nor disagree, 28.3 % of the respondent are says that
disagree, 15.0 % of the respondent are strongly disagree with the features of sales staff was
helpful during the purchase.
CHART 4.17

CHART SHOWING SALES STAFF


TABLE 4.18

TABLE SHOWING SOUND QUALITY

Sound quality
Frequenc Percent Valid Cumulative
y Percent Percent
Strongly agree 13 10.7 10.8 10.8
Agree 29 24.0 24.2 35.0
Neither agree nor 30 24.8 25.0 60.0
Valid disagree
Disagree 31 25.6 25.8 85.8
Strongly disagree 17 14.0 14.2 100.0
Total 120 99.2 100.0
INTERPRETATION

The above table that can be analyze that the 10.8 % of the respondent are strongly agree with
the sound quality of Sony is good , 24.2 % of the respondent are says that agree with the think
sound quality of Sony is good , 25.0 % of the respondent are says that neither agree nor disagree,
25.8 % of the respondent are says that disagree, 14.2 % of the respondent are strongly disagree
with the sound quality of Sony is good.

CHART 4.18

CHART SHOWING SOUND QUALITY


TABLE 4.19

TABLE SHOWING THEY SHOULD PROVIDE MORE MODELS

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly agree 13 10.7 10.8 10.8
Agree 29 24.0 24.2 35.0
Neither agree nor 31 25.6 25.8 60.8
Valid disagree
Disagree 30 24.8 25.0 85.8
Strongly disagree 17 14.0 14.2 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 10.8 % of the respondent are strongly agree with
the They should provide more models, 24.2 % of the respondent are says that agree with the
think They should provide more models, 25.8 % of the respondent are says that neither agree nor
disagree, 25.0 % of the respondent are says that disagree, 14.2 % of the respondent are strongly
disagree with the They should provide more models..

CHART 4.19

CHART SHOWING MORE MODELS


TABLE 4.20

TABLE SHOWING Sony’s brand name influences my purchase

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly agree 13 10.7 10.8 10.8
Agree 30 24.8 25.0 35.8
Neither agree nor 30 24.8 25.0 60.8
Valid disagree
Disagree 32 26.4 26.7 87.5
5.00 15 12.4 12.5 100.0
Total 120 99.2 100.0

INTERPRETATION

The above table that can be analyze that the 10.8 % of the respondent are strongly agree with
the sony’s brand name influences my purchase, 25.0 % of the respondent are says that agree with
the think sony’s brand name influences my purchase, 25.0 % of the respondent are says that
neither agree nor disagree, 26.7 % of the respondent are says that disagree, 12.5 % of the
respondent are strongly disagree with the sony’s brand name influences my purchase.
CHART 4.20
CHART SHOWING INFLUENCES MY PURCHASE
CHAPTER V

FINDING, SUGGESTION AND CONCLUSION

1. Majority of50 .8% of the respondent are male


2. Majority of50.8 % of the respondent are service
3. Majority of 34.2 % of the respondent are aged between the 25-40 years and 21.7 % of the
respondent are aged between the above 40 years
4. Majority of15.8% of the respondent are says that excellent with the overall of the sony
brand , 20.8% of the respondent were good, 32.5% of the respondent are said that average
5. Majority of20.0% of the respondent are excellent with the sales services 10.8 % of the
respondent were good, 31.7% of the respondent are said that average
6. Majority of25.6% of the respondent are excellent with the value added services i got on
the purchase of sony 23.1% of the respondent were good with the value added services i
got on the purchase of sony, 25.6% of the respondent are said that average
7. Majority of11.7% of the respondent are excellent with the proximity of the locality of the
showroom 25.0 % of the respondent were good, 26.7% of the respondent are said that
average
8. Majority of14.2% of the respondent are excellent with the appearance of this tv brand
23.3% of the respondent were good, 25.0 % of the respondent are said that average and
9. Majority of11.7 % of the respondent are excellent with the quality of the sony television
as 27.5% of the respondent were good, 26.7% of the respondent are said that average
10. Majority of21.7 % of the respondent are strongly agree with the sony brand fulfils my
status needs, 25.8 % of the respondent aresays that agree with the sony brand fulfils my
status needs
11. Majority of21.7 % of the respondent are strongly agree with the recommended sony to
my friends , 25.8 % of the respondent are says that agree with the recommended sony to
my friends, 20.0 % of the respondent are says that neither agree nor disagree
12. Majority of14.2 % of the respondent are strongly agree with the like to purchase Sony
brand again, 22.5 % of the respondent are says that agree with the like to purchase Sony
brand again, 24.2 % of the respondent are says that neither agree nor disagree,
13. Majority of12.5 % of the respondent are strongly agree with the think Sony charges
appropriate price, 27.5 % of the respondent are says that agree with the think Sony
charges appropriate price, 21.7 % of the respondent are says that neither agree nor
disagree

14. Majority of20.8 % of the respondent are strongly agree with the brand matches with my
life style, 23.3 % of the respondent are says that agree with the think brand matches with
my life style
15. Majority of5.8 % of the respondent are strongly agree with the value for money , 23.3 %
of the respondent are says that agree with the think value for money , 28.3 % of the
respondent are says that neither agree nor disagree, 23.3 % of the respondent are says that
disagree
16. Majority of20.8 % of the respondent are strongly agree with the features of Sony before
purchase, 23.3 % of the respondent are says that agree with the think features of Sony
before purchase, 32.5 % of the respondent are says that neither agree nor disagree
17. Majority of9.2 % of the respondent are strongly agree with the features of Sony before
purchase, 21.7 % of the respondent are says that agree with the think features of Sony
before purchase, 25.8 % of the respondent are says that neither agree nor disagree
18. Majority of 25.8 % of the respondent are says that neither agree nor disagree, 28.3 % of
the respondent are says that disagree, 15.0 % of the respondent are strongly disagree with
the features of sales staff was helpful during the purchase
19. Majority of10.8 % of the respondent are strongly agree with the sound quality of Sony
is good , 24.2 % of the respondent are says that agree with the think sound quality of
Sony is good , 25.0 % of the respondent are says that neither agree nor disagree
20. Majority of10.8 % of the respondent are strongly agree with the They should provide
more models, 24.2 % of the respondent are says that agree with the think They should
provide more models, 25.8 % of the respondent are says that neither agree nor disagree,
21. Majority of10.8 % of the respondent are strongly agree with the sony’s brand name
influences my purchase, 25.0 % of the respondent are says that agree with the think
sony’s brand name influences my purchase, 25.0 % of the respondent are says that neither
agree nor disagree

SUGGESTION

 After sale services and warranties affect the purchasing decisions of the customers.
Therefore companies should acquire the feel of the importance of after sale services and
warranties if they want their customers to be loyal with them.
 Special discounts on special events give extra value to the customers. So the company
should make such arrangements that would give extra value to the customers. This would
make customers loyal with the company.
 In order to make the customer loyal, the businesses should adopt the strategy of customer
is always right‘. This will tell the customer that he and his suggestions have valuable
importance for the company.
 Quality of the product is an important factor in increasing customer loyalty. Quality
seeking customers are more profitable for the business in the long term. So the company
should be focused on the quality of the product so that they can sustain the loyalty of
their quality seeking customers.
 Companies should stay in contact with existing and past clients on a consistent basis.
They won‘t forget you obviously if you do not forget them.
 Phone calls, note cards or postcards, newsletters, and email are only some ideas. They
should consider the opportunities for personal contact which is a good idea in our high-
tech and low-touch world. The customers should be given more than they expect. A need
should be anticipated and filled, the answers should be provided on time.
 Delivering more than expectations is one of the most powerful ways to gain customer
loyalty. Employers should challenge their employees. They should not assume that their
employees care about their customers; they probably don‘t. It is their job to let them
know that they expect them to deliver an experience of great worth, and help them in
understanding that it will make their job much more rewarding.
 Customer seeks respected attitude from the company. A company should give respect to
every customer whether he/she is new or old to make ethical reputation better. A humble
and respected attitude towards customer builds the image of the company in return.
CONCLUSION

Find the role of customer loyalty and customer loyalty towards loyalty of customers.
From the results, following conclusion is drawn. It is concluded that Product Quality, Perceived
Value and Product Attributes are the key factors contributing towards customer loyalty. From the
findings of this research it is very obvious that the companies should always continue to
emphasize on Product Quality, Perceived Value and Product attributes in order to make
customers loyal towards their products. Secondly it is also clear from the result of the study that
Customer Loyalty has more contribution for customer loyalty in comparison of Customer
Loyalty. Finally it can be concluded that firms should emphasize on Product Quality and
Perceived Values because these two dimensions have greater influence on customer loyalty and
should focus on making the third variable of Product Attributes‘strong so that the factor of
customer loyalty as a whole could be made even stronger. Greater the Customer Loyalty greater
the students will be loyal towards mobile handsets and vice versa.

REFERENCES

 An Exploratory Study of Price/Perceived-Quality Relationships Among Consumer


Services by Rose L. Johnson and James J. Kellaris. (n.d.). Retrieved June 21, 2014
 Auh, S., & Johnson, M. D. (2005). Compatibility effects in evaluations of loyalty and
loyalty. Journal of Economic psychology, 26, 35-57.
 . Bodet, G. (2008). Customer loyalty and loyalty in service: two concepts, four construct
several relationships. Journal of retailing and consumer services, 15, 156-162.
 Customer Loyalty Research | Customer Loyalty. (n.d.). B2B International. Retrieved
 Chen, P. T., & Hu, H. H. (2010). The effect of relational benefits on perceived value in
relation to customer loyalty: An empirical study in the Australian coffee outlets industry.
International journal of hospitality management, 29, 405-412.
 Defining and Relating Price, Perceived Quality, and Perceived Value. (n.d.-a). Marketing
Science Institute. Retrieved June 21, 2014, from
 [Defining and Relating Price, Perceived Quality, and Perceived Value. (n.d.-b).
Marketing Science Institute. Retrieved June 21, 2014, from
 Fri, P. on, & 08, N. (n.d.). The Importance of Customer Loyalty. Retrieved June 21,
2014,
 Gerpott,T. J., Rams,W., & Schindler, A. (2001) Customer loyalty, loyalty, and loyalty in
the German mobile cellular telecommunications market Telecommunications Policy, 25,
249-269.
 Gronroos Christian (1997). From marketing Mix to Relationship Marketing – Towards a
Paradigm Shift in Marketing, Management Decision, 35/4, 322-339.

ANNEXURE
A STUDY ON CUSTOMER LOYALTY TOWARDS SONY CENTER AT CHENNAI

QUESTIONNAIRE
Name: ____________________________
Gender: Male Female
Occupation:
Service Student Business Others
Age Group:
Below 18 18-25 25-40 40 & Above

Q.1) Overall, I rate the SONY brand..


Excellent Good Average Poor Very poor
Q.2) I would rate the after sales services of Sony as.
Excellent Good Average Poor Very poor
Q.3) The Value added services I got on the purchase of Sony were..
Excellent Good Average Poor Very poor
Q.4) I would rate the proximity of the locality of the show room..
Excellent Good Average Poor Very poor
Q.5) I would rate the appearance of this TV brand..
Excellent Good Average Poor Very poor
Q.6) I would rate the quality of the Sony television as……..
Excellent Good Average Poor Very poor
Q.7) The Sony brand fulfills my status needs..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.8) I would like to recommend Sony to my friends..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.9) I would like to purchase Sony brand again..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.10) I think Sony charges appropriate price..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.11) This brand matches with my life style..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.12) SONY gives me the value for money..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.13) I knew all features of Sony before purchase..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.14) The sales staff was helpful during the purchase..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.15) The picture quality of Sony is good..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.16) The sound quality of Sony is good..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.17) They should provide more models..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree
Q.18) Sony’s brand name influences my purchase..
Strongly agree Agree Neither agree nor disagree
Disagree Strongly disagree

THANK YOU

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