“Impact of 4Ps (Product, Price, Place and Promotion) on Customer

Satisfaction Level Towards Videocon.”

UNDER THE SUPERVISION OF

MR. K.K. BHARTIY
ASSISTANT PROFESSOR
STEP-HBTI, KANPUR

SUBMITTED BY
SHLOK KUMAR
MBA FINAL YEAR (2016-18)
INTRODUCTION

 In 1984, Nandlal Madhavlal Dhoot, together with his three sons – Venugopal,
Rajkumar and Pradeep – founded VI in technical collaboration with the Japan based
Toshiba Corporation.

 Videocon Industries Limited is a large diversified Indian company headquartered

in Mumbai. The group has 17 manufacturing sites in India and plants in Mainland
China, Poland, Italy and Mexico. It is the third largest picture tube manufacturer in
the world. The group is a US$5 billion global conglomerate. Videocon has various
brands such as Kenstar under its portfolio.

 The headquarters of Videocon is in Mumbai , India and its chairman Mr. Venugapal
Dhoot.

 Videocon Industries Ltd. is a public company and their products are consumer
durable goods, mobile phones, electronics gadgets , home appliances etc.
OBJECTIVE OF THE STUDY
 To have an overview of Videocon.

 To understand the 4 Ps used by the Videocon in business

 To know the reputation of Videocon T.V. in the market.

 How the consumer preference towards the brand Videocon?

 The main objective how to increase the reputation of

Videocon brand in the market.

 To understand its competitors in business.

 How Videocon will create a good image in the market.

RESEARCH PROBLEMS AND SIGNIFICANCE

 Research Problem

 The principle cause behind this project is to know that to what level customers are enjoying and aware of
Videocon TV offered by the company and what further improvement can be done in future in this area so as to
get brand awareness.

 And the second principle cause behind this project is know that to how to analyze the impact of 4Ps on
customer satisfaction level towards Videocon durable goods.

 Signification

 This hand on experience helps him in identifying the critical factor of changing consumer
perception.
 It provides a feedback to the organization about their sales schemes and what impact dose it has on
the consumer.

It helps the firm acquire a better understating of the buyer thinking.
RESEARCH METHODOLOGY
 SCOPE OF STUDY
 For the purpose of the study I have been taken in to consideration the customers
dealers and retailers of mainly LED TV. Among them I have selected 100 Customers
and 50 dealers/retailers as sample.

 PERIOD OF STUDY
 This study has been carried out for a maximum 45 Days.

 AREA OF STUDY
 This study was done in VARANASI.

 NATURE OF DATA
 Both primary and secondary data are used in the completion of this report.

 PRIMARY DATA
 Primary data is collected from the direct customers as well as dealers/retailers .
CONTINUED….

 SECONDARY DATA
 Company Internal Site
 Annual reports
 Websites
 Exit Interview’s Forms
 Magazines

 SAMPLE SIZE
 The sample size is 150.
CONTINUED….
 QUESTIONNAIRE
 Close ended questionnaire has been used.

 METHOD OF SAMPLING
 The sampling method has been used is convenient
sampling methods to identify the sample respondents.

 RESEARCH DESIGN USED

 This research study is a descriptive research study.
FINDINGS
Dealer survey Findings

1. By calculating the display share we found that in most of store VIDEOCON has
24% display share almost all categories.

2. By the actual monthly sale of particular store we came to know the capacity of the
store and how much product can they sale.

3. It helps us to know that weather dealer is capable of being a direct dealer of

VIDEOCON or not and it also helps to find out the new dealer who are capable of
being the dealer of VIDEOCON.

4. We also came to know while visiting the shops that there was big problem of after
sale service.

5. Many dealers were facing the problem of after sale service because there is no
follow up calls from VIDEOCON.
CONTINUED….
CUSTOMER SURVEY FINDINGS

1. Secondary supports play an important role in the customer’s mind and create
awareness among the customers. The secondary support includes Demonstration,
Exhibition & Even Sponsors.

2. From the survey it was found out that the majority of customers don’t buy consumer
durables from exhibitions. They just visit the exhibitions to see the co. latest model.

3. They want to buy from the online portal. For them service is important. Beside
convenience and other factors service is key factor.

4. Also majority of customers do not want any financing scheme for purchasing the
durables.

5. There was heavy rush on weekends so large numbers of ISD’s were appointed that
day. Also the live demo calls help in selling. Exchange offers also generate sale.
SUGGESTIONS
 To identify regions where promotions are required.

 The company needs to go for aggressive advertisement campaign.

 Increase two way communications between sellers and the customers.

 To strengthen and maintain & its leadership status, the Videocon group has
clearly charted out its course for the future.

 More focus towards R&D centers.

CONCLUSION
Understanding competition today involves three levels:
 Competition for intellectual leadership for new ideas that create new
advantages.

 Competition for translating these ideas into product/service faster than

others.

 Competition for market share.

 Do not nature any PARADIGMS because today “anything is possible”

 Search for newer markets than expanding your customer base.

 Come out with state of the art, feature packed affordable and competitive
advantageous products.
CONTINUED....
Set Benchmarks for growth.
 Improve up on distribution channels for viable coverage of the market.

 Wear out competition through trend setting, inimitable tactical moves based on
our infrastructure strengths.

 The strategic intent should be clear down the management.

 Work on your strengths i.e. Infrastructure, financial base, backward integration.

 POP and MERCHANDISING material should be mad as per international

market.

 CORPORATE TRAINING PROGRAMME for Development of manpower

from external faculty.
LIMITATIONS
 The study does not cover entire customers and dealers/retailers only 100
customers and 50 dealers/retailers were contacted during the research.
 There was time constraint for the study work given to me while doing all
the survey I did this project work.
 While doing survey, I got the limited time period for their completion.
 The area considered for this survey was taken randomly. So, the area taken
for this study was limited.
 The response of some of the consumers was not up to mark. So the survey
may give the biased results.
 The sample size taken for each of the survey in this project was very less
and limited.
 The sample size and the data collected was according to the convenience of
reaching them.