Project 1

A STUDY ON CUSTOMER SATISFACTION TOWARDS
SONY TELEVISION IN COIMBATORE
CHAPTER-1
INTRODUCTION
Sony Corporation is a Japanese Multinational Conglomerate company headquartered

in Konan, Minato, Tokyo. Its expanded business incorporates buyer and expert gadgets,
gaming, amusement and budgetary administrations. The organization possesses the biggest
music amusement business on the planet, the biggest computer game reassure business and
one of the biggest computer game distributing organizations, and is one of the main makers
of electronic items for the customer and expert markets, and a main player in the film and TV
media outlet Sony was positioned 97th on the 2018 Fortune Global 500 rundown.
Sony Corporation is engaged in the development, design, manufacture, and sale of

electronic equipment and devices, as well as game consoles and software. It is also engaged
in the production and distribution of motion picture, home entertainment, television products,
and recorded music.Sony’s primary manufacturing facilities are located in Asia. They have a
broad sales network, registered in approximately 200 countries and territories. Sony has a
history of more than 60 years. In 1946 in Nihonbashi, Tokyo, Masuru Ibaka andAkio Morita
founded a company called Tokyo Telecommunications Engineering Corporation,also known
as Totsuko, with start-up capital of 190,000 yen for the research and manufacture of
telecommunications and measuring equipment.
After moving their head office and factory to Shinagawa, Tokyo, they successfully
produced and launched a power megaphone and completed the first magnetic tape recorder
prototype that was produced and launched in early 1950 and called the G-Type. In the
early 1950’s Ibaka traveled to the United States and came across Bell Labs’ invention of the
transistor. He negotiated with Bell to license the transistor technology to his company
intending to apply it to communications, while most American companies were looking
formilitary applications. In 1955 they launched Japan’s first transistor radio, the TR-55.
While they were not the first to produce the transistor radio, they were the first to
make it commercially successful as the product took off in Canada, Australia, the
Netherlands and Germany as well as within Japan and continued to be a good seller till the
sixties. In 1957 Totsuko produced the TR-63 model, the smallest transistor radio in
commercial production at the time, which was a worldwide success, ultimately cracking open
the American market and launching the new industry of consumer electronics. One year later,
in January of 1958, they changed the company name to Sony Corporation.
One year later, in January of 1958, they changed the company name to Sony
Corporation. The name Sony was chosen as a mix of two words. One, the Latin word
“Sonus”, the root of sonic and sound, and the other “Sonny” the familiar colloquial term used
in America at the time to call a boy. The Sony Corporation of America (SONAM) was
established in the United States in 1960, and they became the first Japanese company to offer
shares in the United States in the form of American Depository Receipts on the OTC market
of the New York Stock Exchange in 1961.Their shares became listed on the NYSE in 1970.
Sony Corporation is one of the best-known names in consumer electronics and

ranks second worldwide in electronics behind Matsushita Electric Corporation. The
company's electronics segment--which includes audio and video products, televisions,
personal computers , monitors , computer peripherals , telecommunications devices, and
electronic components (such as semiconductors)--generates about two-thirds of the overall
revenues.BRAVIA is a brand of Sony Visual Products Inc.a wholly owned subsidiary of
Sony Corporation,and used for its television products. Its acronym is "Best Resolution Audio
Visual Integrated Architecture".
Sony Television, Sony TV, or Sony HD may refer to any of the following
television-related products from Japanese conglomerate Sony:Television sets designed and
manufactured by Sony Corporation in Japan
 Trinitron, television hardware brand (1968-2008)
 Bravia (brand), television hardware brand (2005-present)
 Sony WEGA, television hardware brand (1975-2005)
 Sony Watchman, pocket television line (1982-2000)
REVIEW OF LITERATURE
o J. PRIYADHARSHINI, M. SELLADURAI (2018) is a study that envisioned the

prestigious history and the development of audio-visual media in the nation. The
Indian television has achieved strata of indispensability. This study has made clear
that the SONY television is the market leader. Sony television has to come up with
more innovative and promotional campaigns I order to gain more customers.
Customer satisfaction index is a good tool to make improvements in the products and
services of the company and therefore must utilize it carefully and keep it as
confidential as possible.
o DEEPIKA. A (2017) establishes that the objective of all customer satisfaction models
is to provide results that are relevant, reliable, valid and have predictive financial
capability. Customer satisfaction research should be done with greatest care. One
satisfied customer will spread thousands of positive news among the society. For this
purpose, the company is suggested to take some necessary step to consider the above
mentioned suggestion and it will automatically improve both customer’s satisfaction
and sales volume of Philips product.
o Berry and Parasuraman (1991) define as, “the consumer's response to the evaluation
of the perceived discrepancy between prior expectations (or some other norm of
performance) and the actual performance of the product/service as perceived after its
consumption”.
o Shahram Jenabi, Seyed Yahya Seyed Danesh and Minoo Yousefi (2013) made a study
titled, “Examining the effect of Brand dimension (trademark) on home appliances
consumers' behavior Case study:LG brand in Rasht city”,tells that one of the most
important and valuable assets of a company is its trademark. The more valuable is a
trademark for consumers more profit the company achieves
OBJECTIVES OF THE STUDY
o To determine the major factors influencing the buying decisions of the customer.
o To know customer problems and opinions about Sony products.
o To analyze the level of satisfaction towards Sony products.
o To understand the buying behavior of the customer.

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A STUDY ON CUSTOMER SATISFACTION TOWARDS

SONY TELEVISION IN COIMBATORE

Sony Corporation is a Japanese Multinational Conglomerate company headquartered

Sony Corporation is engaged in the development, design, manufacture, and sale of

Sony Corporation is one of the best-known names in consumer electronics and

o J. PRIYADHARSHINI, M. SELLADURAI (2018) is a study that envisioned the

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