a study to know the consumer preference towards the

8/3/2019 A Study to Know the Consumer Preference Towards The

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A study to know the consumer preference towards the SONY VAIO Laptops at

Raipur.


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CCEERRTTIIFFIICCAATTEE

This is to certify that the project titled Consumer preference towards the

Soni Vaio Laptop in Raipur, Chhattisgarh. Is an original work of Mr. Rahul

Janbandhu a student of Kruti Institute of Technology & Engineering , Department

of Mangement Raipur and is being submitted in partial fulfillment for the award

of Master of Business Administration degree of Chhattisgarh Swami Vivekanand

Technical University, Raipur.

Date: Name and Signature of the Guide:


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AACCKKNNOOWWLLEEDDGGEEMMEENNTT

I take this opportunity to express my sincere gratitude to the following

personalities without whose help and guidance the successful completion of myproject work would have been remained a dream.

I extend my heartful thanks to our Sony Exclusive, Raipur for the constant and

valuable guidance by them through out my research.

I would like to take the pleasure of this opportunity to express my heartful

gratitude to my guide Mr.Anuraag Agrawal (Faculty Member, KITE) who took

personal interest and gave valuable suggestions through out my field work and

completion of the project.

I thank all my faculty members of MBA department for their valuable suggestions

throughout my research.

The importance of the moral support and good wishes of my parents and friends is

external and I am very much indebted to them.

Finally I thank all my friends who directly or indirectly helped me a lot during my

project.

Rahul Janbandhu


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DD

EE

CC

LL

AA

RR

AA

TT

IIOO

NN

I hereby declare that this research report Consumer Preference towards the Soni

Vaio laptop in Raipur, Chhattisgarh is the result of my own effort in the training

which I did as a part of the curriculum, for the fulfillment of MASTER OF

BUSINESS ADMINISTRATION (MBA) degree.

Date: Rahul Janbandhu

Place: MBA 2th

SEMESTER


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LLIISSTT OOFF CCOONNTTEENNTTSS

SI. No. Title Page No.

1 Introduction` 1-12

2 Research Methodology 13-34

3 Objective 35-62

4 Sony Story 63-64

5 Data Analysis 65-68

Bibliography

Annexure


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Introduction

Executive Summary

One of the most recognized brand names in the world today, Sony Corporation,

Japan, established its operations in India in November 1994, focusing on the

sales and marketing of Sony products in the country. In a span of 12 years Sony

India has exemplified the quest for excellence in the world of digital lifestyle

becoming the countrys foremost consumer electronics brand. With relentless

commitment to quality, consistent dedication to customer satisfaction and

unparalleled standards of service, Sony India is recognized as a benchmark for

new age technology, superior quality, digital concepts and personalized service

that has ensured loyal customers and nationwide acclaim in the industry.

In India, Sony has its footprint across all major towns and cities through a

distribution network comprising of over 7000 channel partners, 215 Sony

World and Sony Exclusive outlets and 21 direct branch locations. Manned by

customer friendly and informed sales persons, Sonys exclusive stores Sony

World are fast becoming the most visible face of the company in India.


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Introduction

One of the most recognized brand names in the world today, Sony Corporation,

Japan, established its India operations in November 1994, focusing on the sales

and marketing of Sony products in the country. In a span of 12 years Sony India

has exemplified the quest for excellence in the world of digital lifestyle becoming

the countrys foremost consumer electronics brand. With relentless commitment to

quality, consistent dedication to customer satisfaction and unparalleled standards

of service, Sony India is recognized as a benchmark for new age technology,

superior quality, digital concepts and personalized service that has ensured loyal

customers and nationwide acclaim in the industry.

In India, Sony has its footprint across all major towns and cities through a

distribution network comprising of over 7000 channel partners, 215 Sony World

and Sony Exclusive outlets and 21 direct branch locations. Manned by customer

friendly and informed sales persons, Sonys exclusive stores Sony World are fastbecoming the most visible face of the company in India.

Sony India also has a strong service presence across the country with 21 company

owned and 172 authorized service centers. A distinctive feature of Sonys service

is its highly motivated and well-trained staff that provides the kind of attentive and

sensitive service that is rare today.

Sony is committed to ensuring that both the products and the marketing activities

employed truly make a difference to peoples lifestyles and offer them new

dimensions of enjoyment and an experiences which are like no other.


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Research Methodology

Need For Study

The study on Consumer Preference towards the Soni Vaio laptop in Raipur,

Chhattisgarh. This study will give insights to the marketer that would help the

markets to understand the consumer segment and increase the buying pattern and

general satisfaction level of this target group.

This helps the marketing people to arrive at meaningful ways to promote Sony

products.

PROBLEM DEFINITION

Consumer Preference towards the Soni Vaio laptop in Raipur, Chhattisgarh

My study was conducted in Raipur which is a potentially growing town in state of

Chhattisgarh. SONY has all sorts of outlets (SONY Exclusive & Multibrands

counters) where people comes to see the electronic gadget and spend their money

to purchase this gadget (Products)

Especially youth (20-30 years of age) are often considered to be interested to buy

the SONY products due to the advanced technology and Brand image. The study

undertaken revealed that the segment belonging to 30-40 years of age group

consider that the SONY products are very costly. They also feel that the after sale

service which is given by the Company is not as good in comparison with the

amount charged for the goods.


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The population of Raipur is vast and it is 8, 25,837 in 2007. The youth population

is also sizeable enough.

Since today the pace of change is not easy to recognize, it is not possible simply

for the marketer to judge the taste, decision, trend, feature and pattern of consumer

purchases. So my research problem is associated with the turbulent of change in

technology.

RESEARCH OBJECTIVE

1. To study the Consumer Preference towards the Soni Vaio laptop in Raipur,

Chhattisgarh.

2. To determine the major factors influencing to purchase the Sony Vaio laptop.

INFORMATION REQUIRED

1) What is the profile of customer in Raipur with respect to products andservices they purchase and the places they visit?

2) Which outlets/places are visited by them to purchase SONY products?3) On what products and services do they spend most?4) What are the sources of information for purchase of products?5) How much do they spend?6) How do they spend?7) What are the basic factors influencing their buying decision process?


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RESERCH DESIGN

I. Aim of Study.The study aims to understand the Consumer Preference towards the Soni

Vaio laptop in Raipur, Chhattisgarh.

II. Place of Study.Raipur is the second-largest city inChhattisgarh,Indiawith a population of

5, 53,837 (2001census}. The city is located 22 km west of the capital

Raipuron theHowrah-Mumbairail line, and National Highway 6.

III. Data Collection. The data which has been chosen for this report was primary data and

secondary data.

For the collection of data I have targeted the Shankar Nagar, ShardaChowk and Pandri due to heavy purchase of SONY products in this

area.

The study takes place from 16/03/09 to 22/03/09. Data has been collected by preparing a set of questionnaire.

IV. Sample Design. I have taken the sample design of 50. T- test is based on t- distribution and is considered an appropriate test for

judging the significance of a sample mean.

Chi-square is an important non-parametric test and as such no rigidassumptions are necessary in respect of the type of population.

Data Analyzed.

Data will be analyzed through survey which is going to be held in some part of

Raipur .
http://en.wikipedia.org/wiki/Chhattisgarhhttp://en.wikipedia.org/wiki/Chhattisgarhhttp://en.wikipedia.org/wiki/Chhattisgarhhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Raipurhttp://en.wikipedia.org/wiki/Raipurhttp://en.wikipedia.org/wiki/Howrahhttp://en.wikipedia.org/wiki/Howrahhttp://en.wikipedia.org/wiki/Howrahhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Howrahhttp://en.wikipedia.org/wiki/Raipurhttp://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Chhattisgarh


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Objectives of Study

The objective of the research is to ensure that I as a management student develop

in real life for handling the specific project and also to develop all roundness in

various management activities related to the area of my specialization. Thistraining gives me a substantial corporate exposure and also serves as a useful tool

of interaction with the corporate sector.

The project has been derived from the field of Marketing and is entitled as A

study to know the consumer preference towards the SONY VAIO Laptops at

Raipur.

The main idea behind this project is:

To make a knowledge about the consumer preference towards the SONY VAIO in

Raipur .


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Sony's Story

It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of

passionate and committed group of employees started to build Tokyo Tsushin

Kenkyujo (Totsuko) or Tokyo Telecommunications Research Institute into the

billion dollar global conglomerate that it is today. The main objective of the

company was to design and create innovative products which would benefit the

people.

From early attempts at creating products like the rice-cooker to the later success of

creating Japans first magnetic recorder, the innovative company went on to create

other hit products which won the company widespread recognition and

international acclaim as a truly global company known for its quality and

innovative products. Significant product milestones included Japans first transistor

radio (1955), Trinitron colour television (1968), Walkman personal stereo (1979),

Handycam video camera (1989), PlayStation (1994), Blu-ray Disc recorder (2003)

and PlayStation 3 (2006).

The company name of Sony was created by combining two words of sonus and

sonny. The word sonus in Latin represents words like sonic sound. The other

word sonny means little son. Used in combination, Sony is supposed to representa very small group of young people who have the energy and passion towards

unlimited creations and innovative ideas. With the far-sight of expanding

worldwide, it was in 1958 that the company formally adopted Sony Corporation

as its corporate name. Easy to pronounce and read in any language, the name Sony,

which has a lively ring to it, fits comfortably with the spirit of freedom and open-

mindedness.


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List of SONY VAIO Products

VAIO P

Go everywhere with VAIO P, the Pocket Style PC. You can surf the Web or play

songs quickly by instant mode. Video chat and Blog, even when youre on the

go. And count on its premium design to turn heads while fitting into any occasion.

VAIO Z

The choice of uncompromising executives, VAIO Z embodies Sonys high-end PC

technology, merging supreme performance with lightweight mobility and elite

styling that communicates your elevated status.

VAIO TT

Graceful VAIO TT offers supreme mobility and exciting AV entertainment, thanks

to premium-quality images and sound. Discover the pleasure of elegant refinement.

VAIO SR

Effortless performance and superior mobilityan unbeatable combination for

both office and personal use. Slim and strikingly handsome, VAIO SR is the wise

choice for those on their way to the top.
http://www.sony.co.in/productcategory/it-pc-series-p#IT+PC+Series+Phttp://www.sony.co.in/productcategory/it-pc-series-z#IT+PC+Series+Zhttp://www.sony.co.in/productcategory/it-pc-series-tt#IT+PC+Series+TThttp://www.sony.co.in/productcategory/it-pc-series-sr#IT+PC+Series+SRhttp://www.sony.co.in/productcategory/it-pc-series-srhttp://www.sony.co.in/productcategory/it-pc-series-tthttp://www.sony.co.in/productcategory/it-pc-series-zhttp://www.sony.co.in/productcategory/it-pc-series-phttp://www.sony.co.in/productcategory/it-pc-series-srhttp://www.sony.co.in/productcategory/it-pc-series-tthttp://www.sony.co.in/productcategory/it-pc-series-zhttp://www.sony.co.in/productcategory/it-pc-series-phttp://www.sony.co.in/productcategory/it-pc-series-srhttp://www.sony.co.in/productcategory/it-pc-series-tthttp://www.sony.co.in/productcategory/it-pc-series-zhttp://www.sony.co.in/productcategory/it-pc-series-phttp://www.sony.co.in/productcategory/it-pc-series-srhttp://www.sony.co.in/productcategory/it-pc-series-tthttp://www.sony.co.in/productcategory/it-pc-series-zhttp://www.sony.co.in/productcategory/it-pc-series-phttp://www.sony.co.in/productcategory/it-pc-series-sr#IT+PC+Series+SRhttp://www.sony.co.in/productcategory/it-pc-series-tt#IT+PC+Series+TThttp://www.sony.co.in/productcategory/it-pc-series-z#IT+PC+Series+Zhttp://www.sony.co.in/productcategory/it-pc-series-p#IT+PC+Series+P


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VAIO FW

VAIO FW provides a perfect union of functionality and style. Blu-ray Disc

compatibility and the newly-developed 16.4 (41.6 cm), 16:9 Real Wide LCD

deliver a breathtaking high-definition home theatre experience.

VAIO BZ

VAIO BZ was built for businessthe culmination of a 15.4 (39.12 cm) screen in

a slim and sleek design, with sturdy construction that has been rigorously tested for

reliability in the field,

VAIO CS

Stay in touch with the latest trends with the CS Series. The fun, multicolour LED

glows and winks at your touch while the bodys lustrous surface and luminous trim

define your unique fashion style.

VAIO NS

Human-friendly VAIO NS has the style to fit anyone, anywhere. Its harmonious

form reveals at a glance a notebook computer specially designed for comfortable,

convenient operation.
http://www.sony.co.in/productcategory/it-pc-series-fw#IT+PC+Series+FWhttp://www.sony.co.in/productcategory/it-pc-series-bz#IT+PC+Series+BZhttp://www.sony.co.in/productcategory/it-pc-vaio-cs#IT+PC+VAIO+CShttp://www.sony.co.in/productcategory/it-pc-series-ns#IT+PC+Series+NShttp://www.sony.co.in/productcategory/it-pc-series-nshttp://www.sony.co.in/productcategory/it-pc-vaio-cshttp://www.sony.co.in/productcategory/it-pc-series-bzhttp://www.sony.co.in/productcategory/it-pc-series-fwhttp://www.sony.co.in/productcategory/it-pc-series-nshttp://www.sony.co.in/productcategory/it-pc-vaio-cshttp://www.sony.co.in/productcategory/it-pc-series-bzhttp://www.sony.co.in/productcategory/it-pc-series-fwhttp://www.sony.co.in/productcategory/it-pc-series-nshttp://www.sony.co.in/productcategory/it-pc-vaio-cshttp://www.sony.co.in/productcategory/it-pc-series-bzhttp://www.sony.co.in/productcategory/it-pc-series-fwhttp://www.sony.co.in/productcategory/it-pc-series-nshttp://www.sony.co.in/productcategory/it-pc-vaio-cshttp://www.sony.co.in/productcategory/it-pc-series-bzhttp://www.sony.co.in/productcategory/it-pc-series-fwhttp://www.sony.co.in/productcategory/it-pc-series-ns#IT+PC+Series+NShttp://www.sony.co.in/productcategory/it-pc-vaio-cs#IT+PC+VAIO+CShttp://www.sony.co.in/productcategory/it-pc-series-bz#IT+PC+Series+BZhttp://www.sony.co.in/productcategory/it-pc-series-fw#IT+PC+Series+FW


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Products

A Sony Vaio FJ series without webcam

Sony is expanding the use of the VAIO label. It can now be found onnotebooks,

subnotebooks,desktop,media centres, and a hard-disk-based audio player that

comes in both 20GB and 40GB variations (called VAIO POCKET player).Network media solutions by Sony will also carry the VAIO brand.

VAIO notebooks are usually shipped with MicrosoftWindows Vista Business

(Business line) orWindows Vista Home Premium, with the highest end of the AR

series spec being the exception, coming withWindows Vista Ultimate.

In mid-2005, all models stopped shipping with a Recovery CD, which was

replaced by a hidden partition on thehard drive, accessible at boot via theBIOSor

also within Windows via a utility. The partition allows the user to either reimage

his hard drive to factory state, or to create recovery media. VAIO users areprompted to create a set of recovery CDs or DVDs as part of theout-of-box

experience, along with a prompt to register at My Club Vaio, aninternet forumfor

VAIO users which also provides automatic driver updates andtechnical supportvia email, along with exclusivedesktop wallpapersandpromotional offers.

On recent models, you are also prompted to register yourtrial versionsof

Microsoft Officeand the installedantivirus software(Norton Anti-Viruson older

models, andMcAfee Antiviruson newer ones) upon initial boot.

VAIO computers come with components from companies such asIntelprocessors,

Seagate Technology, Hitachi,FujitsuorToshibahard drives,InfineonRAM,

Atherosand Intel wireless chipsets,Sony(usually made byHitachi) orMatsushita

optical drives, Intel,NVIDIAor ATI graphics processors and Sony speakers.

Recent laptops are being shipped withQimondaRAM, HP speakers with Realtek

High Definition Audio Systems, optionalDolbySound Room technology.
http://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/Subnotebookhttp://en.wikipedia.org/wiki/Subnotebookhttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Media_centrehttp://en.wikipedia.org/wiki/Media_centrehttp://en.wikipedia.org/wiki/Media_centrehttp://en.wikipedia.org/wiki/Windows_Vista_Businesshttp://en.wikipedia.org/wiki/Windows_Vista_Businesshttp://en.wikipedia.org/wiki/Windows_Vista_Businesshttp://en.wikipedia.org/wiki/Windows_Vista_Home_Premiumhttp://en.wikipedia.org/wiki/Windows_Vista_Home_Premiumhttp://en.wikipedia.org/wiki/Windows_Vista_Home_Premiumhttp://en.wikipedia.org/wiki/Windows_Vista_Ultimatehttp://en.wikipedia.org/wiki/Windows_Vista_Ultimatehttp://en.wikipedia.org/wiki/Windows_Vista_Ultimatehttp://en.wikipedia.org/wiki/Hard_drivehttp://en.wikipedia.org/wiki/Hard_drivehttp://en.wikipedia.org/wiki/Hard_drivehttp://en.wikipedia.org/wiki/BIOShttp://en.wikipedia.org/wiki/BIOShttp://en.wikipedia.org/wiki/BIOShttp://en.wikipedia.org/wiki/Out-Of-Box_Experiencehttp://en.wikipedia.org/wiki/Out-Of-Box_Experiencehttp://en.wikipedia.org/wiki/Out-Of-Box_Experiencehttp://en.wikipedia.org/wiki/Out-Of-Box_Experiencehttp://en.wikipedia.org/wiki/Internet_forumhttp://en.wikipedia.org/wiki/Internet_forumhttp://en.wikipedia.org/wiki/Internet_forumhttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Desktop_wallpaperhttp://en.wikipedia.org/wiki/Desktop_wallpaperhttp://en.wikipedia.org/wiki/Desktop_wallpaperhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Trial_versionhttp://en.wikipedia.org/wiki/Trial_versionhttp://en.wikipedia.org/wiki/Trial_versionhttp://en.wikipedia.org/wiki/Microsoft_Officehttp://en.wikipedia.org/wiki/Microsoft_Officehttp://en.wikipedia.org/wiki/Antivirus_softwarehttp://en.wikipedia.org/wiki/Antivirus_softwarehttp://en.wikipedia.org/wiki/Antivirus_softwarehttp://en.wikipedia.org/wiki/Norton_Anti-Virushttp://en.wikipedia.org/wiki/Norton_Anti-Virushttp://en.wikipedia.org/wiki/Norton_Anti-Virushttp://en.wikipedia.org/wiki/McAfee_Antivirushttp://en.wikipedia.org/wiki/McAfee_Antivirushttp://en.wikipedia.org/wiki/McAfee_Antivirushttp://en.wikipedia.org/wiki/Intelhttp://en.wikipedia.org/wiki/Intelhttp://en.wikipedia.org/wiki/Intelhttp://en.wikipedia.org/wiki/Seagate_Technologyhttp://en.wikipedia.org/wiki/Seagate_Technologyhttp://en.wikipedia.org/wiki/Fujitsuhttp://en.wikipedia.org/wiki/Fujitsuhttp://en.wikipedia.org/wiki/Fujitsuhttp://en.wikipedia.org/wiki/Toshibahttp://en.wikipedia.org/wiki/Toshibahttp://en.wikipedia.org/wiki/Toshibahttp://en.wikipedia.org/wiki/Infineonhttp://en.wikipedia.org/wiki/Infineonhttp://en.wikipedia.org/wiki/Infineonhttp://en.wikipedia.org/wiki/Atheroshttp://en.wikipedia.org/wiki/Atheroshttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Hitachi,_Ltd.http://en.wikipedia.org/wiki/Hitachi,_Ltd.http://en.wikipedia.org/wiki/Panasonic_Corporationhttp://en.wikipedia.org/wiki/Panasonic_Corporationhttp://en.wikipedia.org/wiki/Panasonic_Corporationhttp://en.wikipedia.org/wiki/NVIDIAhttp://en.wikipedia.org/wiki/NVIDIAhttp://en.wikipedia.org/wiki/NVIDIAhttp://en.wikipedia.org/wiki/Qimondahttp://en.wikipedia.org/wiki/Qimondahttp://en.wikipedia.org/wiki/Qimondahttp://en.wikipedia.org/wiki/Dolbyhttp://en.wikipedia.org/wiki/Dolbyhttp://en.wikipedia.org/wiki/Dolbyhttp://en.wikipedia.org/wiki/File:Sony_VAIO_FJ76.JPGhttp://en.wikipedia.org/wiki/Dolbyhttp://en.wikipedia.org/wiki/Qimondahttp://en.wikipedia.org/wiki/NVIDIAhttp://en.wikipedia.org/wiki/Panasonic_Corporationhttp://en.wikipedia.org/wiki/Hitachi,_Ltd.http://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Atheroshttp://en.wikipedia.org/wiki/Infineonhttp://en.wikipedia.org/wiki/Toshibahttp://en.wikipedia.org/wiki/Fujitsuhttp://en.wikipedia.org/wiki/Seagate_Technologyhttp://en.wikipedia.org/wiki/Intelhttp://en.wikipedia.org/wiki/McAfee_Antivirushttp://en.wikipedia.org/wiki/Norton_Anti-Virushttp://en.wikipedia.org/wiki/Antivirus_softwarehttp://en.wikipedia.org/wiki/Microsoft_Officehttp://en.wikipedia.org/wiki/Trial_versionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Desktop_wallpaperhttp://en.wikipedia.org/wiki/Technical_supporthttp://en.wikipedia.org/wiki/Internet_forumhttp://en.wikipedia.org/wiki/Out-Of-Box_Experiencehttp://en.wikipedia.org/wiki/Out-Of-Box_Experiencehttp://en.wikipedia.org/wiki/BIOShttp://en.wikipedia.org/wiki/Hard_drivehttp://en.wikipedia.org/wiki/Windows_Vista_Ultimatehttp://en.wikipedia.org/wiki/Windows_Vista_Home_Premiumhttp://en.wikipedia.org/wiki/Windows_Vista_Businesshttp://en.wikipedia.org/wiki/Media_centrehttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Subnotebookhttp://en.wikipedia.org/wiki/Laptop


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Technology

The VAIO brand holds many unique technologies to its name. Some of these are:

Sony VAIO SZ Keyboard

Some Sony VAIO models come with Sony's proprietaryXBRITE(also named as

ClearBright in Japan and Asia-Pacific region) displays. The first model that

introduce this feature is the VAIO TR series. It is also the first consumer product toutilize such technology. It is a combination of smooth screen, anti-reflection (AR)

coating and high-efficiency lens sheet. Sony claims that the smooth finish provides

a sharper screen display, the AR coating prevents external light from scattering

when it hits the screen, and the high-efficiency lens sheet provides 1.5 times the

brightness improvement over traditional LCD designs, while also extending battery

life due to less usage of the LCDbacklight. The technology was pioneered by Sony

engineer Masaaki Nakagawa, who is in charge of the VAIO TR development.

The TX series introduced in September 2005 was the first notebook to implementan LED back-lit screen, which provides lower power consumption and greater

color reproduction. This technology has been widely adopted by many other

notebook manufacturers now. It was also the first to use a 16:9 aspect ratio screen

with 1366x768 resolution.

The SZ series was the first to use switchable graphics, integrated Intel and discrete

Nvidia graphics. The former could be used for less power consumption and greater

battery life whereas the latter would be used when greater graphics processing

power was needed. A switch is used to toggle between the graphics but required a

cold-boot. The Z series has recently replaced the SZ series but does not require arestart of the system to change graphic modes, it can be done on the fly. This

feature has subsequently been used by other manufacturers, including Apple, Asus

and Alienware.

The high-end AR Series VAIOs were the first to incorporate aBlu-ray Discburner.

This series was designed to be the epitome ofhigh-definitionproducts including a
http://en.wikipedia.org/wiki/XBRITEhttp://en.wikipedia.org/wiki/XBRITEhttp://en.wikipedia.org/wiki/XBRITEhttp://en.wikipedia.org/wiki/Backlighthttp://en.wikipedia.org/wiki/Backlighthttp://en.wikipedia.org/wiki/Backlighthttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/High-definition_videohttp://en.wikipedia.org/wiki/High-definition_videohttp://en.wikipedia.org/wiki/High-definition_videohttp://en.wikipedia.org/wiki/File:QWERTY_keyboard.jpghttp://en.wikipedia.org/wiki/High-definition_videohttp://en.wikipedia.org/wiki/Blu-ray_Dischttp://en.wikipedia.org/wiki/Backlighthttp://en.wikipedia.org/wiki/XBRITE


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1080pcapableWUXGA(1920 1200 pixels) screen,HDMIoutput and the

aforementioned Blu-ray burner. The AR series also includes an illuminated logo

below the screen. Blu-Ray/HDMI capable models have been the subject of intensepromotion since mid-2007, selling with a variety of bundled Blu-Ray discs.

WinDVD BD for VAIO, the Blu-Ray disc playing software for VAIO BD

notebooks, running in Windows Vista Home Premium

Another recent addition to the VAIO series is the TZ model. This new design

features a 64GB Solid State Drive (SSD) for rapid boot-ups, quicker application

launches and greater durability. If selected, a 250GB Hard Drive may also be

included in place of the built-in CD/DVD drive to provide room for additional

storage. For security this model includes biometric fingerprint sensor andTrusted

Platform Module. The TZ offers a Built-in highly miniaturized MOTION EYE

camera built into the LCD panel for video conferencing. Additional featuresinclude the XBRITE LCD, integrated Wireless Wide Area Network (WWAN)technology and Bluetooth technology.

A selection of media centers were added to the VAIO range in 2006. These

monitorless units (identified by a product code prefixed by VGX rather than VGN)

are designed to be part of a home entertainment system, which typically take input

from a TV tuner card, and output video via HDMI orcomposite videoconnection

to an ideally high-definition television. This range so far includes the XL and TP

lines. The VGX-TP line is rather visually unique, featuring a circular, 'biscuit-tin'

style design with most features obscured behind panels, rather than the traditional

set-top boxdesign.

The VAIO line also features a series of desktop computers, which incorporate

motherboardand widescreen LCD monitor into a single unit (in a manner similar

to the more recent models ofApple'siMacseries). These are identified by VGC in

the product code.

Bundled software

Sony has been criticized for loading its VAIO laptops withbloatware, or software

that supposedly allows the user to immediately use the laptop for multimedia

purposes. Sony forces users to install software such asAOL,Norton,SonicStage,

NapsterandRoxio, among countless "free trials" and intrusive advertisements.

Dellhad been accused of the same practice, but after strong customer feedback

agreed to offer "limited" pre-installed software on its machines.[1]

. The default
http://en.wikipedia.org/wiki/1080phttp://en.wikipedia.org/wiki/1080phttp://en.wikipedia.org/wiki/WUXGAhttp://en.wikipedia.org/wiki/WUXGAhttp://en.wikipedia.org/wiki/WUXGAhttp://en.wikipedia.org/wiki/HDMIhttp://en.wikipedia.org/wiki/HDMIhttp://en.wikipedia.org/wiki/HDMIhttp://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/Composite_videohttp://en.wikipedia.org/wiki/Composite_videohttp://en.wikipedia.org/wiki/Composite_videohttp://en.wikipedia.org/wiki/Set-top_boxhttp://en.wikipedia.org/wiki/Set-top_boxhttp://en.wikipedia.org/wiki/Motherboardhttp://en.wikipedia.org/wiki/Motherboardhttp://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/IMachttp://en.wikipedia.org/wiki/IMachttp://en.wikipedia.org/wiki/IMachttp://en.wikipedia.org/wiki/Bloatwarehttp://en.wikipedia.org/wiki/Bloatwarehttp://en.wikipedia.org/wiki/Bloatwarehttp://en.wikipedia.org/wiki/AOLhttp://en.wikipedia.org/wiki/AOLhttp://en.wikipedia.org/wiki/AOLhttp://en.wikipedia.org/wiki/Norton_AntiVirushttp://en.wikipedia.org/wiki/Norton_AntiVirushttp://en.wikipedia.org/wiki/Norton_AntiVirushttp://en.wikipedia.org/wiki/SonicStagehttp://en.wikipedia.org/wiki/SonicStagehttp://en.wikipedia.org/wiki/SonicStagehttp://en.wikipedia.org/wiki/Napsterhttp://en.wikipedia.org/wiki/Napsterhttp://en.wikipedia.org/wiki/Roxiohttp://en.wikipedia.org/wiki/Roxiohttp://en.wikipedia.org/wiki/Roxiohttp://en.wikipedia.org/wiki/Dellhttp://en.wikipedia.org/wiki/Dellhttp://en.wikipedia.org/wiki/VAIO#cite_note-0http://en.wikipedia.org/wiki/VAIO#cite_note-0http://en.wikipedia.org/wiki/VAIO#cite_note-0http://en.wikipedia.org/wiki/VAIO#cite_note-0http://en.wikipedia.org/wiki/Dellhttp://en.wikipedia.org/wiki/Roxiohttp://en.wikipedia.org/wiki/Napsterhttp://en.wikipedia.org/wiki/SonicStagehttp://en.wikipedia.org/wiki/Norton_AntiVirushttp://en.wikipedia.org/wiki/AOLhttp://en.wikipedia.org/wiki/Bloatwarehttp://en.wikipedia.org/wiki/IMachttp://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Motherboardhttp://en.wikipedia.org/wiki/Set-top_boxhttp://en.wikipedia.org/wiki/Composite_videohttp://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/HDMIhttp://en.wikipedia.org/wiki/WUXGAhttp://en.wikipedia.org/wiki/1080p


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webcam software in VAIO notebooks is ArcSoft WebCam Companion. It offers a

set of special effects called Magic-i visual effects, through which users can

enhance the images and videos taken through the webcam. It also features the face

detection feature. Certain other Sony proprietary software such as Click to Disc

Editor, VAIO Music Box, VAIO Movie Story, VAIO Media Plus are also included

in the recent models. Those shipped with ATI Radeon Video cards feature the

Catalyst Control Center, which enables the user to adjust the various video features

such as brightness, contrast, resolution etc, and also enables connecting with an

external display.

Current models

Consumer laptops

AW Series - Sony's flagship model. 18.4" High-end multimedia machine,with 1080p resolution screen and SSD options. Replaces AR series.

AR Series (discontinued) - Display of 17", with 1080p capable screen,HDMI output and the optional BD burner.

FW Series - The world's first 16.4" notebook, features Blu-ray Disc burner.Also has an option for a full 1080p display.

FZ Series (discontinued) - A 15.4" notebook, features Blu-ray Disc burner inhigh end model. Marketed as the ultimate HD entertainment notebook withHD LCD screen in all the models.

CR Series (discontinued) - New 14" successor of the C series. Marketed as a'lifestyle' laptop ("Whether you're studying at the coffee shop or out on the

town with friends, the VAIO CR has the head-turning looks to get you

noticed"), available in red, blue, pink or white. Sony were one of the first

manufacturers to offer notebook computers in multiple colors - a feature

later offered most notably byDell, which produced a series of TV

advertisements in mid-2008 stressing this feature

CS Series - A 14.1" notebook marketed as a slightly higher end laptopcompared to CR Series with multiple variant for users to choose from.

NR Series (discontinued) - 15.4" entry level Vista laptop for home users.
http://en.wikipedia.org/wiki/Dell_Inspiron#Inspiron_1420.2F1420_Nhttp://en.wikipedia.org/wiki/Dell_Inspiron#Inspiron_1420.2F1420_Nhttp://en.wikipedia.org/wiki/Dell_Inspiron#Inspiron_1420.2F1420_Nhttp://en.wikipedia.org/wiki/Dell_Inspiron#Inspiron_1420.2F1420_N


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NS Series - 15.4" entry level Vista laptop for home users. Successor of theNR Series.

P Series- 8" notebook that uses a 1.33 GHz Intel CPU, runs on WindowsVista, does not have an optical drive, but has a GPS.

Professional laptops

TZ Series - Ultra portable 11.1" professional notebook (1.2kg) TT Series - Ultra portable 11.1" professional notebook. The smallest

notebook computer to accommodate a Blu-ray Disc drive at 11 inches.

Z Series - 13.1" Ultra portable, featuring a WXGA++ display with a 1366 x768 and an optional 1600 x 900 resolution and integrated WWAN.

(Replaces the high-end models of theSZ Series.)

SR Series - 13.3" Ultra portable, aimed at young professionals for home andbusiness use. (Replaces the low-end models of the SZ Series.)

BZ Series - Robust business notebooks withTrusted Platform Moduleandbiometricfingerprintsecurity technology. (Replaces the BX Series.)

From Q2 of 2008, all models (starting with the SR, FW, BZ, and Z-series) have

incorporated a cylindrical spine, with no ports on the back of the computer.

Generally, the AC adapter port is located on one end of the cylindrical spine, and

the power button on the other.

Heat problemsOn September 4, 2008, Sony announced a worldwide voluntary product

inspection and rework program for TZ-series notebook computers

manufactured since June 2007. All model numbers beginning with VGN-

TZ1 and VGN-TZ2 were eligible, along with some VGN-TZ3 notebooks.

The issue involves "a limited number of units" which could potentially

"generate heat around the DC jack inlet and frame of LCD screen, which

creates the potential of deformation of the plastic casing"[12]

. In the United

States, the service offered is generally on-site, whilst in the rest of the worldthe service typically involves collection of the notebook by acourier, often

DHL, for servicing in a Sony repair centre.ChannelWebreports 100,000

have been recalled.
http://en.wikipedia.org/wiki/Sony_Vaio_Phttp://en.wikipedia.org/wiki/Sony_Vaio_Phttp://en.wikipedia.org/wiki/SZ2http://en.wikipedia.org/wiki/SZ2http://en.wikipedia.org/wiki/SZ2http://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/Biometricshttp://en.wikipedia.org/wiki/Fingerprinthttp://en.wikipedia.org/wiki/Fingerprinthttp://en.wikipedia.org/wiki/Fingerprinthttp://en.wikipedia.org/wiki/VAIO#cite_note-11http://en.wikipedia.org/wiki/VAIO#cite_note-11http://en.wikipedia.org/wiki/Courierhttp://en.wikipedia.org/wiki/Courierhttp://en.wikipedia.org/wiki/Courierhttp://en.wikipedia.org/wiki/DHLhttp://en.wikipedia.org/wiki/DHLhttp://en.wikipedia.org/w/index.php?title=ChannelWeb&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=ChannelWeb&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=ChannelWeb&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=ChannelWeb&action=edit&redlink=1http://en.wikipedia.org/wiki/DHLhttp://en.wikipedia.org/wiki/Courierhttp://en.wikipedia.org/wiki/VAIO#cite_note-11http://en.wikipedia.org/wiki/Fingerprinthttp://en.wikipedia.org/wiki/Biometricshttp://en.wikipedia.org/wiki/Trusted_Platform_Modulehttp://en.wikipedia.org/wiki/SZ2http://en.wikipedia.org/wiki/Sony_Vaio_P


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Desktops/Digital home

L Series - 24" (LV Series. Features Full HD 1080, hybrid TV Tuner andBlu-ray reader/recorder. Able to record TV shows on Blu-ray) 20" (LN

Series. Slightly lower end than LV Series. Features Blu-ray reader rather

than recorder) 19" (LM Series) and 22" (LT Series) All-in-one

TP Series- Mini PC RM Series - HD Workstation HS Series - Home Server.

Nearly all Sony VAIO computers have hardware virtualization technology (VT)

disabled, the exception being the new BZ range, which uses an Aptio BIOS by

American Megatrends, rather than the customizedPhoenix BIOScommon on older

models. The feature can be re-enabled by booting from a DOS disk and manually

modifying the BIOS, but it is a relatively advanced and technical task.

Released in late 2008, the HS series are a fully-featured DLNA Certified media

server. It is similar to the TP series in looks, albeit slightly smaller. The main

differences from the rest of the VAIO range are that, surprisingly, it runs a VAIO-

specific version ofLinuxrather than the standard Microsoft Windows products,

and that it has no video output of its own, so must be accessed via a client machine

over a network.
http://en.wikipedia.org/wiki/American_Megatrendshttp://en.wikipedia.org/wiki/American_Megatrendshttp://en.wikipedia.org/wiki/Phoenix_BIOShttp://en.wikipedia.org/wiki/Phoenix_BIOShttp://en.wikipedia.org/wiki/Phoenix_BIOShttp://en.wikipedia.org/wiki/Linuxhttp://en.wikipedia.org/wiki/Linuxhttp://en.wikipedia.org/wiki/Linuxhttp://en.wikipedia.org/wiki/Linuxhttp://en.wikipedia.org/wiki/Phoenix_BIOShttp://en.wikipedia.org/wiki/American_Megatrends


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Bibliography

1) Kothari, C. R.Research Methodology, New Delhi, New Age International(P) Ltd, Edition 2006

2) Kotler Philip, Marketing Management, 8th Edition, June, 1995, Page no.172-197.

Websites

1) Google Search Engine (www.google.co.in)2) Yahoo Search Engine (www.Yahoo.co.in)3) Sony India Private Limited official Website (www.sony.co.in)4) www.Raipur.co.in
http://www.google.co.in/http://www.google.co.in/http://www.google.co.in/http://www.yahoo.co.in/http://www.yahoo.co.in/http://www.yahoo.co.in/http://www.sony.co.in/http://www.sony.co.in/http://www.sony.co.in/http://www.bhilai.co.in/http://www.bhilai.co.in/http://www.bhilai.co.in/http://www.sony.co.in/http://www.yahoo.co.in/http://www.google.co.in/


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Questioner

Respected Sir/Madam,

I am conducting a study to know the consumer preference towards theSONY

VAIO Laptops at Raipur. I need your help in conducting this study. Kindly provide

me your valuable opinion to fill this questioner. Your information will be kept

confidential and will be exclusively used for academic purpose.

Rahul Janbandhu

MBA II sem,

KITE, Raipur.

Please rate the following factor interim of their importance that you consider

while purchasing any laptop (5 as strongly disagree, 4 as partially disagree, 3 as

neutral, 2 as partially agree & 1 as strongly agree).


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Question 5 4 3 2 1

1. I value price as an important factor to purchase any

laptop.

2. I value brand is an important factor while purchasing

any laptop.

3. I value configuration as an important factor to purchase

any laptop.

4. I value Service is an important factor while purchasing

any laptop.

5. I value guarantee & warranty of laptop parts as animportant factor while purchasing any laptop.

6. I value free gifts as an important factor while purchasing

any laptop.

7. I value availability as an important factor while

purchasing any laptop.

8. I value after sales service as an important factor while


9. I value available of spares as an important factor while


10. I value Finance as an important factor while


1. Name:.


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2. Age (in years)

Below 20 ( ) 21 30 ( )

31 - 40 ( ) 41 - 50 ( )

51 Years & above ( )

3. Gender

Male ( ) Female ( )

4. Educational Profile

Up to School level ( ) Up to H.S ( )

Graduates ( ) Post Graduate ( )

5. Annual Income (in Rupees)

Below 100,000 ( ) 100,001200,000 ( )

200,001 300,000 ( ) Above 300,000 ( )


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a study to know the consumer preference towards the

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