useful for project report on videocon

2.  Customer satisfaction, a business term, is a
measure of how products and services supplied
by a company meet or surpass customer
expectation. It is seen as a key performance
indicator within business and is part of the four
perspectives of a Balanced Scorecard.
 In a competitive marketplace where businesses
compete for customers, customer satisfaction
is seen as a key differentiator and increasingly
has become a key element of business strategy

3.  Videocon Industries Ltd was established in 1979.
The company was established for the business of
trading in paper tubes. In the year 1987, the
company introduced Black & White TV, Color TV
and Washing Machines. In September 1988, the
company decided to diversify in the business of
lease financing, hire purchase and investment
activities. The home entertainment systems,
electronic motors and air conditioners were
partaken under Videocon during the year 1989-
1990.

4.  My main objective of the study on this project is
to demonstrate the customer satisfaction from
Videocon. It also includes about the:
 To understand why people prefer Videocon
electronic product most.
 What are the pits falls of Videocon.
 How Videocon can extend its market.

5.  The project aims at analyzing the consumer
satisfaction on electronic product with
respect to the Videocon. This project helps us
to know how much powerful the brand name
of Videocon that compel the buyer to buy
electronic product of this brand only. This
project may useful to
 Buyers.
 Researchers
 Students

6.  A research design is a framework or blueprint or
the structure for conducting the marketing
research project. It details the producers necessary
for obtaining the information needed to structure
or solve marketing research problem.
 The research design used in this research is
Exploratory Research Design.

7.  SWOT ANALYSIS
 Strength
 Fair brand awareness among the Indian customers.
 Wide distribution network available by owning
retail stores namely Digiworld (selling its own
products) and NeXT stores.
 Acquisition of Thomson’s plants gave it access to
its technology for TVs.
 The parent company operations include Videocon
Telecom, Videocon d2h, Videocon Consumer
Electronics, Home Appliances.

8.  The parent company operations include Videocon
Telecom, Videocon d2h, Videocon Consumer
Electronics, Home Appliances.
 There are over 9000 people with the company.
Weakness
 Videocon’s once strong hold i.e., CTV have lost the
sheen.
 Dip in the net profits and sales over the years.
 Lower share in tier 1 cities and premium products.
Opportunity
 Growing consumer appliances market in tier -2,3
cities.
 Huge potential to expand owing to low market
penetration in India.

9. Threats
 Increased competition from foreign players.
 decreasing brand image.
 Rapidly changing technology and new features
being added by foreign players.

10.  After assessing the overall market scenarios what
came in picture was as follows:
 Consumer reaction suggests that Videocon is the
market leader among all its close counterparts in
the electronics.
 The new stuff of the VIDEOCON is attracting the
consumers more which might lead Videocon at the
top spot in the pack in coming financial year.
 72% Customer are satisfied with the products of
Videocon and 22% are not satisfied.

11.  52% customers are satisfied with the quality
provided by Videocon.
 82% customers says that Videocon product are
attractive.
 90% says Videocon products are better than others.
 85% customers are likely to buy again the
Videocon products.
 Every customer recommend Videocon product to
others.
 Most of respondents prefer to purchase electronics
from exclusive showrooms.

12. After completion of marketing research design
process, actual data collection operation starts.
The process of actual collection of data is
known as field work. The researchers might be
encountered by number of limitations during
the field work. Some of these limitations are:
 Time availability was one of the biggest limitations
faced. Due to shortage of time, the researcher had
to limit the work in its present from as much as
they would have like to work on it, the time
constraint restricted them from doing so.

13.  Money was also one of the major limitations faced.
 Respondent showed a lot of reluctance in filling up
questionnaire

14. After analysing the data, we find that although
Videocon has a greater market share than its arch-
rival philips, it still lags behind in brand image.
 Department stores are the prime sales and
marketing channel for electronics. In addition,
store decorations and product displays should be
designed to create a strong first impression.
 Seasonal promotion campaigns, like special
discounts and advertisements, could be employed.
New models and versions should be introduced for
festivals.

15.  The prices of branded electronics must be reduced
to increase sales.
 Sales Promotion should be done by:
 Special campaigns during festive season.
 Gift scheme with every purchase.
 Mobile van campaigns.
 Product planning and launching as per the masses.
 Encourage the direct sellers by offering different
facility