CHAPTER-1

INTRODUCTION

1.1 INTRODUCTION FOR CAMERA

A camera is a device used to capture images, either as still

photographs or as sequences of moving images (movies or videos). The
term comes from the Latin camera obscura for "dark chamber" for an
early mechanism of projecting images where an entire room functioned as
a real-time imaging system; the modern camera evolved from the camera
obscure.

Cameras may work with the light of the visible spectrum or with
other portions of the electromagnetic spectrum. A camera generally
consists of an enclosed hollow with an opening (aperture) at one end for
light to enter, and a recording or viewing surface for capturing the light at
the other end. Most cameras have a lens positioned in front of the
camera's opening to gather the incoming light and focus all or part of the
image on the recording surface. The diameter of the aperture is often
controlled by a diaphragm mechanism, but some cameras have a fixed-
size aperture.

Large format camera lens

Left to right: an Agfa box camera, a Polaroid Land camera, and

a Yashica 35mm SLR

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1.2 History of the camera

The forerunner to the camera was the camera obscura. The camera
obscure is an instrument consisting of a darkened chamber or box, into
which light is admitted through a double convex lens, forming an image
of external objects on a surface of paper or glass, etc., placed at the focus
of the lens. The camera obscura was first invented by the Iraqi scientist
Ibn al-Haytham (Alhazen) as described in his Book of Optics (1015-
1021). English scientist Robert Boyle and his assistant RobertHookelater
developed a portable camera obscura in the 1660.

Camera obscura .

The first camera that was small and portable enough to be practical
for photography was built by Johann Zahn in 1685, though it would be
almost 150 years before technology caught up to the point where this was
practical. Early photographic cameras were essentially similar to Zahn's

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model, though usually with the addition of sliding boxes for focusing.
Before each exposure, a sensitized plate would be inserted in front of the
viewing screen to record the Image Jacques Daguerre's popular
daguerreotype process utilized copper plates, while the calotype process
invented by William Fox Talbot recorded images on paper.

The first permanent photograph was made in 1826 by Joseph

Nicephore Niepce using a sliding wooden box camera made by Charles
and Vincent Chevalier in Paris. Niepce built on a discovery by Johann
Heinrich Schultz (1724): a silver and chalk mixture darkens under
exposure to light. However, while this was the birth of photography, the
camera itself can be traced back much further. Before the invention of
photography, there was no way to preserve the images produced by these
cameras apart from manually tracing them.

The development of the collodion wet plate process by Frederick

Scott Archer in 1850 cut exposure times dramatically, but required
photographers to prepare and develop their glass plates on the spot,
usually in a mobile darkroom. Despite their complexity, the wet-plate
ambrotype and tintype processes were in widespread use in the latter half
of the 19th century. Wet plate cameras were little different from previous
designs, though there were some models, such as the sophisticated
Dubroni of 1864, where the sensitizing and developing of the plates could
be carried out inside the camera itself rather than in a separate darkroom-
Other cameras were fitted with multiple lenses for making cartes de
visite. It was during the wet plate era that the use of bellows for focusing
became widespread.

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 The first permanent colour photograph, taken by James Clerk
Maxwell in 1861.
The first colour photograph was made by James Clerk Maxwell,
with the help of Thomas Sutton, in 1861.

1.3 Mechanics

Image capture

19th century studio camera, with bellows for focusing

Traditional cameras capture light onto photographic film or photographic

plate. Video and digital cameras use electronics, usually a charge coupled
device (CCD) or sometimes a CMOS sensor to capture images which can
be transferred or stored in tape or computer memory inside the camera
for later playback or processing.

Cameras that capture many images in sequence are known u movie

cameras or as cine cameras in Europe; those designed for single images are still

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cameras. However these categories overlap, as still cameras are often used to
capture moving images in special effects work and modern digital cameras are
often able to trivially switch between still and motion recording modes. A video
camera is a category of movie camera that captures images electronically (either
using analogue or digital technology).

A Stereo camera can take photographs that appear "three-dimensional"

by taking two different photographs that can be combined to create the illusion
of depth in the composite image. Stereo cameras for making 3D prints or slides
have two lenses side by side. Stereo cameras for making lenticular prints have
3.4, 5. or even more lenses. Some film cameras feature date imprinting devices
that can print a date on the negative itself.

1.4 Exposure control

The size of the aperture and the brightness of the scene controls the
amount of light that enters the camera during a period o f time, and the shutter
controls the length of time that the light hits the recording surface. Equivalent
exposures can be made with a larger aperture and a faster shutter speed or a
corresponding smaller aperture and with the shutter speed slowed down.

1.5 Image gallery

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Contax S—the
world's first Asahiflex Kodak Retina IIIC Nikon F of 1959
pentaprism SLR

Opened up Cine Voigtländer Brillant

Voigtländer Vitoret of
Silvestri Flexicam Kodak, used 35mm twin-lens reflex
1962
movie film camera.

1921 Kodak

1.6 Classification Cameras

Cameras can be classified into several categories: Video cameras

Video cameras
Video cameras are classified as devices to record moving images

* Professional video cameras such as those used in television and

movie production. These typically have multiple image sensors (one per
color) to enhance resolution and color gamut Professional video cameras
usually do not have a built-in VCR or microphone.

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 * Camcorders used by amateurs. They generally include a
microphone to record sound, and feature a small liquid crystal display to
watch the video during taping and playback.

* Webcams are digital cameras attached to computers, used for

video conferencing or other purposes. Webcams can capture full-motion
video as well, and some models include microphones or zoom ability.

In addition, many live-preview digital cameras have a "movie" mode

in which images are continuously acquired at a frame rate sufficient for
video.

Live-preview digital cameras

The term digital still camera (DSC) usually implies a live-preview

digital camera, which uses an electronic screen, usually a rear-mounted
liquid crystal display, as the principal means of framing and previewing
before taking the photograph, and for viewing stored photographs. All
use either a charge-coupled device (CCD) or a CMOS image sensor to
sense the light intensities across the focal plane.

Many live-preview cameras have a movie mode, and many

camcorders can take still photographs. However, still cameras take better
still photographs than camcorders, and vice versa; there is still a need for
distinct still and motion picture cameras.

Images may be transferred to a computer, printer or other device in

a number of ways: the USB mass storage device class makes the camera
appear to the computer as if it were a disk drive; the Picture Transfer
Protocol (PTP) and its derivatives may be used; Fire wire is sometimes

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supported; and the storage device may simply be removed from the
camera and inserted into another device.

Live-preview cameras may be compact or subcompact, or the

larger and more sophisticated bridge cameras.

Compact digital cameras

Compact cameras are designed to be small and portable; the

smallest are described as subcompacts. Compact cameras are usually
designed to be easy to use, sacrificing advanced features and picture
quality for compactness and simplicity; images can usually only be stored
using Lossy compression (JPEG). Most have a built-in flash usually of
low power, sufficient for nearby subjects. They may have limited motion
picture capability. Compacts often have macro capability, but if they have
zoom capability the range is usually less than for bridge and DSLR
cameras. They have a greater depth of field, allowing objects within a
large range of distances from the camera to be in sharp focus. They are
particularly suitable for casual and "snapshot" use.

Bridge cameras
Bridge or SLR-like cameras are higher-end live-preview cameras
that physically resemble DSLRs and share with them some advanced
features, but share with compacts the live-preview design and small
sensor sizes.

Bridge cameras often have superzoom lenses which provide a very wide
zoom range, typically 12:1, which is attained at the cost of some
distortions, including barrel and pincushion distortion, to a degree which

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varies with lens quality. These cameras are sometimes marketed as and
confused with digital SLR cameras since the appearance is similar.
Bridge cameras lack the mirror and reflex system of DSLRs, have so far
been fitted with fixed (non-interchangeable) lenses (although in some
cases accessory wide-angle or telephoto converters can be attached to the
lens), can usually take movies with sound, and the scene is composed by
viewing either the liquid crystal display or the electronic viewflnder
(EVF). They are usually slower to operate than a true digital SLR, but
they are capable of very good image quality while being more compact
and lighter than DSLRs. The high-end models of this type have
comparable resolutions to low and mid-range DSLRs. Many of these
cameras can store images in lossless RAW format as an option to lossy
JPEG compression. The majority have a built-in flash, often a unit which
flips up over the lens. The guide number tends to be between 11 and 15.

Digital single lens reflex cameras

Digital single-lens reflex cameras (DSLRs) are digital cameras

based on film single-lens reflex cameras (SLRs), both types are
characterized by the existence of a mirror and reflex system. See the main
article on DSLRs for a detailed treatment of this category.

1.7 INTRODUCTION FOR HANDYCAM

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 Handycam is a Sony brand used to market its camcorder range. It
was launched in 1985 as the name of the first Video8 camcorder,
replacing Sony's previous line of Betamax-based models, and the name
was intended to emphasize the "handy" palm size nature of the camera,
made possible by the new miniaturized tape format. This was in marked
contrast to the larger, shoulder mounted cameras available before the
creation of Video8, and competing smaller formats such as VHS-C.

Sony has continued to produce Handycams in a variety of guises

ever since, developing the Video8 format to produce Hi8 (equivalent to S-
VHS quality) and later Digitals, using the same basic format to record
digital video. The Handycam label continues to be applied as recording
formats evolve.

Models

 Handycam (Video8 (1985))

 Hi8 Handycam
 Digital8 Handycam
 DV Handycam (1995)
 HDV Handycam
 DVD-Handycam
 HDD Handycam
 Memory Stick Handycam (using Memory Stick Pro Duo. Up to

8GB)

CHAPTER-2

RESEARCH DESIGN

2.1 OBJECTIVES OF THE STUDY

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  To study the importance of Cameras

 To create awareness among Potential consumers towards Sony

 To know the attitude of consumers towards the Sony Company &

service provided by them

 To know the factors influencing purchase decisions

 To Know tastes or interests of different Customers

 To recommend measures to improve the sales

 To know services provided by Sony

2.2 METHODOLOGY

Situation analysis should lead to a clear statement of the

goals and objectives of the proposed investigation. We must have
estimated cost of the research and the time required. Conclusions and
recommendation supported by necessary analysis are submitting in the
from of a written report and this report must clearly and effectively point
out the relationship among the data, the interpretation and the
recommendations.

To shape this project report, both primary data have been

collected. The primary data which is called original data is obtained
specifically on the project of hand. The sources of primary data
consumers, dealers, salesman and original sales records. Under the
collection of primary data, personal interview with structural
questionnaire has been used as the survey technique for collection of data
from consumers. A standard set of questions is prepared to obtain the

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required information on points. On the set other side, profits and other
details have been collected from the management of the firm and staff.
Here secondary data is collected from published and some from
unpublished sources like news papers, magazines, annual report of
company, what others have learnt, written and put into print constitutes a
vast reservoir of information. Our entire preliminary investigation is
based on secondary data.
 The needed data is collected from primary source and secondary
source

 A questionnaire is prepared to collect response from the customers.

 Respondents are interviewed through these structured

questionnaires on “Random Sampling” basis.

 These responses are personally observed so as to get clean pictures

about the answers.

 The analyzed information is examined and presented in Tables &

Graphs for easy analysis & for convenient study.

 With these information Conclusion is drawn

2.3 FORMULATION OF HYPOTHESIS

A hypothesis is an intelligent guess assumption, and these

assumptions are tested during the study as to true or false.
The hypothesis that has been set is that, Camera sets & Handy
cams are being used by upper, middle class and high income group only,
since it is highly priced.

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2.4 SCOPE OF STUDY

The scope of this study is restricted to Davangere city only. This is

done to ascertain the customer’s attitude towards SONY Cameras &
Handy cam in Davangere city and the factors which influence them to
buy Cameras.

2.5 NEED FOR STUDY

Davangere city contains many classes of people from poor, middle

class and rich class people covering Doctors, Engineers, Businessmen,
Students and other people who are showing interest in cameras or handy
cam. It would be a vital part to know the attitude and preference and
likings of the customers towards camera set.

And as it is a new concept, the need arises. So, hence the project
“Consumers attitude towards Sony Cameras & handy cams with special
Reference to Sony exclusive show room”.

2.6 TOOLS FOR DATA COLLECTION

To prepare this project the following kind of data is collected.

1. Primary Data

2. Secondary Data

1. Primary Data

Primary data is the first hand data, which is collected for a

particular purpose. Here the market survey is done by conducting a
survey on “Random Sampling” basis. It is conducted by interviewing the

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respondents through structured questionnaires. A questionnaire is
prepared to collect response from the customers. These responses are
personally observed so as to get clean pictures about the answers.
2. Secondary Data

Secondary data is an second hand data. These are collected from

magazines, Encyclopedia, websites, Company records and reports
published on websites and Newspapers.

2.7 LIMITATIONS

The following are the Limitations of the research or survey

conducted:

 The data & opinions collected are assumed to be objective &

accurate.

 Study could not cover all the buyers.

 Hesitation of respondents with respect to survey.

 Study restricted to Davangere city only.

 Study is restricted to Medium and High class people.

 Many consumers are hesitant to part with information, while

some are quite casual in answering.

In spite of all these limitations, a sincere attempt has been made to

report and analyze the opinions as objectively as possible.

2.8 CHAPTER SCHEME

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 In the 1st chapter entitled Introduction the cameras and
Handycams is discussed and brief introduction will be given on its
meaning and how it developed and how it is today & what can be
expected in the future. In specific introduction I will try to explain camera
sets, its uses, its effects and cameras developed and its stages of
development. And manufacturers of camera sets will be listed and brief
introduction to Sony Company will be given.
In the 2nd chapter entitled Research and Design, the objectives,
scope of the project, methodology, how data is collected, limitations of
project are explained.
In the 3rd chapter entitled Company Profile, the project worker
intends to explain the company’s profile and will try to explain the
company’s history, its group, its executive board, management & control,
its turnover and its profit and loss account and its position in India.
In the 4th chapter entitled Product Profile, the project worker
intends to explain the types of mobile phones the company sells, its
features, its technology and will try to explain how are these products
different than the other products in the market.
In the 5th chapter entitled Analysis and Interpretation, the project
worker intends to explain the survey he undertook and represents them in
a convenient Tables and Graph form for easy understanding.
In the 6thchapter entitled Summary of Findings &
Recommendations, The project worker intends to explain his findings,
opinions, suggestions, his recommendations to the company and its
product.

In last Chapter Questionnaire and Bibliography is listed

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 CHAPTER - 3

COMPANY PROFILE

3.1 THE ORIGIN OF SONY

The company name Sony was created by combining two words.

One is 'sonus' in Latin, which is the root of the such words as sound and
sonic. The other is sonny meaning little son. The words were used to
show that Sony is a very small group of young people who have the
energy and passion toward unlimited creation.

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 didn’t 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.

Sony Corporation now spans a range of industries including audio

visual electronics, information technology, broadcast,

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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 realising these
dreams".

3.2 SONY IN INDIA

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 country’s 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.

With brands names such as BRAVIA, Xplod, Sony hi-fi,

Handycam, Cyber-shot‚ WEGA, VAIO, Walkman, Memory
stick‚ PlayStation an AIWA, Sony has established it self as a value leader
across its various product categories of Audio/Visual Entertainment
products, Information and Communications‚ Recording Media, Business
and Professional products.

In India, Sony has its footprint across all major towns and cities
through a distribution network comprising of over 7000 channel partners,

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215 Sony World and Sony Exclusive outlets and 21 direct branch
locations. Manned by customer friendly and informed sales persons,
Sony’s exclusive stores ‘Sony World’ are fast becoming 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 Sony’s 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 people’s
lifestyles and offer them new dime

3.3 PURPOSE OF INCORPORATION

a) To establish of an ideal factory that stresses a spirit of freedom and

open-mindedness, and where engineers with sincere motivation can
exercise their technological skills to the highest level

b) To reconstruct Japan and to elevate the nation's culture through

dynamic technological and manufacturing activities;

c) To promptly apply highly advanced technologies which were

developed in various sectors during the war to common households;

d) To rapidly commercialize superior technological findings in

universities and research institutions that are worthy of application in
common households;

e) To bring radio communications and similar devices into common

households and to promote the use of home electric appliances;

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f) To actively participate in the reconstruction of war-damaged
communications network by providing needed technology;

g) To produce high-quality radios and to provide radio services that are

appropriate for the coming new era;

h) To promote the education of science among the general public.

3.4 EXECUTIVE MEMBERS

Members of the Board

Howard Stringer

Ryoji Chubachi

Katsumi Ihara

Akishige Okada

Yotaro Kobayashi

Sakie T. Fukushima

Yoshihiko Miyauchi

Yoshiaki Yamauchi

Peter Bonfield

Fueo Sumita

Fujio Cho

Ryuji Yasuda

Representative Corporate ExecutiveOfficers

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Howard Stringer
Chairman and CEO
Ryoji Chubachi
President and Electronics CEO
Katsumi Ihara
Executive Deputy President,
Officer in charge of Consumer Products Group
Corporate Executive Officers
Yutaka Nakagawa
Executive Deputy President,
Officer in charge of Semiconductor & Component Group
Nobuyuki Oneda
EVP and CFO
Keiji Kimura
EVP,
Officer in charge of Technology Strategies,
Intellectual Property and Electronics Business Strategies
Nicole Seligman
EVP and General Counsel

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3.5 MAJOR PRODUCTS

Audio
Home audio, portable audio, etc.

Video
Video cameras, digital still cameras, and DVD-Video
players/recorders, and Digital-broadcasting receiving systems

Televisions
LCD televisions, projection televisions, CRT-based televisions,
etc.

Information and communication

PC, printer system, broadcast and professional use
audio/video/monitors and other professional-use equipment

Semiconductors
LCD, CCD and other semiconductors

Electronic components
Optical pickups, batteries, audio/video/data recording media, and
data recording systems

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3.6 FINANCIAL HIGHLIGHTS

Sony Corporation and Consolidated Subsidiaries-Years ended

March 31

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* U.S. dollar amounts have been translated from yen, for convenience
only, at the rate of ¥118=U.S.$1, the approximate Tokyo foreign
exchange market rate as of March 30, 2007.

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 CHAPTER 4

PRODUCT PROFILE

4.1 DIGITAL PHOTOGRAPHY

Digital photography keeps getting better. Higher resolution,

more sophisticated controls, and better technology all make
taking great pictures easier than ever.

Mega pixels still matter a lot to digital camera shoppers, in part

because manufacturers and retailers hype that specification
above all others. If you're having a hard time figuring out which
camera to buy, you may be tempted to make a decision based
solely on mega pixel count; that's why nearly all manufacturers
print the number on the front of their cameras.

But a camera needs more than just a high pixel count to take
great pictures, so pay attention to other traits as well. For
example, a lethargic camera that takes too much time between
shots may miss the best action, and a big, heavy camera may
spend more time on the shelf than in your carry-on bag.

A camera with no manual controls may take fabulous shots in

bright sunlight, but lousy ones in more challenging situations.

4.2 KEY FEATURES

RESOLUTION:

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 If the intend to take pictures only to e-mail them to distant friends or to
print at snapshot size, a camera of most any resolution will do. Even so, having
more pixels gives the greater flexibility-it can print sharper pictures at larger
sizes, or crop and print small sections of pictures. These days most cameras offer
a resolution of at least 5 mega pixels, which is enough to make a sharp ll-by-14
print.

SIZE, WEIGHT, AND DESIGN:

To some users, how much a camera weighs and whether it fits in

a pocket may be more important factors than resolution. PC World has tested
cameras that weigh as much as 2.3 pounds and as little as 4.2 ounces. Small
cameras are convenient, but they frequently have tiny dials and few buttons,
which make changing settings somewhat trying.

ZOOM LENS:

Inexpensive cameras often lack a powerful optical zoom lens. If we had

to choose between a camera with more optical zoom and one with higher
resolution, we'd take the model with the more powerful zoom lens — it means
our won't have to magnify your subject and then use software to crop the image
(and discard some of the resolution as a result). A few cameras now offer zoom
ratings of up to 12X. These lenses are great for nature or sports photography, but
you may need a steady hand or a tripod to avoid blurry pictures at extreme
telephoto lengths if the camera doesn't have image stabilization.
Be wary of advertised zoom ratings-many vendors combine the optical
zoom (which moves the lens to magnify the subject) with digital zoom, which
merely captures fewer pixels and magnifies those. Optical zoom gives you all
the benefit of the camera's maximum resolution, combined with the ability
to get closer to the action.

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MANUAL FOCUS:
For close-ups or situations in which the camera can't get a focus lock,
switching to manual focusing can help you get the shot. Low-end cameras
often omit manual focusing or allow only stepped focusing, which forces you to
choose from a few preset distances.

STORAGE:
At its highest resolution, a typical 5-megapixel camera can store
six to eight images on a 16MB "starter" memory card. The size of the
memory card a camera ships with isn't terribly important, because you'll
almost always have to buy another one (unless you're willing to transfer
your images after every handful of shots).

BATTERIES:
Cameras use one or more of several types of batteries: AAs,
either non-rechargeable alkaline or rechargeable nickel metal hydride;
high capacity disposable CRV3s; or proprietary rechargeable batteries.

MOVTES AND SOUND:

Many cameras can capture video as well as still shots; this option
is useful for taking short clips when you don't have a camcorder. Some
models also will record an audio caption for still photos.

EXPOSURE SETTINGS:
All digital cameras let you shoot in fully automatic mode — just
press the shutter release and you get a picture. Most cameras also offer

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aperture- and shutter-priority modes, in which you adjust the size of the
lens opening or how long the shutter stays open, and the camera
automatically controls the other variable to give you the proper exposure.

Typically, you'd use aperture priority to maintain control over an

image's Depth of field-for example, to blur the background of a shot
while keeping the foreground sharp--and shutter-priority mode to capture
fast moving subjects. A camera that relies exclusively on full auto
would attempt to keep both the foreground and background in focus in
the former example, and it would probably blur the moving subject in the
latter.
Usually, cameras that offer priority modes also provide full-
manual exposure control, in which you set both variables. These modes
make a camera adaptable to almost any situation.

MENUS:
When evaluating a camera, consider how easily you can reach
common settings — resolution, macro mode, flash, and exposure
adjustments — and how easily you can play back just-taken images. Too
many buttons, and you waste time trying to figure out which button does
what; too many menus, and you waste time digging through them.

SCENE MODES:

Some cameras try to entice prospective buyers, particularly

beginning photographers, with a large number of scene modes — presets
that are designed for a variety of settings and subjects, such as the beach,
fireworks, and underwater. However, selecting one of these less common
modes usually requires a trip to the menus, and multiple button presses.
Some cameras let you assign one of the modes — or a custom mode of

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your creation — to a position on the control dial, where you can easily
access it. Some single-lens reflex (SLR) cameras offer multiple positions
on their control dial for storing customized settings.
WHITE BALANCE:

Almost all digital cameras allow you to choose a white-balance

setting via presets. This setting tells the camera which elements in a shot
should look white, and then by inference which elements should look
black and what everything in between should look like. If you're finicky
about color accuracy, look for a custom white balance mode in which you
press the shutter button while aiming at a white object.

LCD AND VIEWFINDER:

All digital cameras have an LCD screen; these vary in size from
1.8 to 3.5 inches. The smaller size limits your ability to review just-taken
images on the camera.
A good LCD is essential for knowing whether you got the shot you
wanted, and can usually give you an indication of whether it was properly
exposed. LCD quality varies widely: Many wash out in sunlight or
become grainy in low light, or the image may change if you tilt the
camera slightly. If you can, try a camera outside before you buy it. Some
cameras also have a viewfinder — a convenient backup for framing your
shots.

4.3 ANTISHAKE

Some cameras offer antishake (also called image stabilization) as a

shooting mode or as a feature that can be turned on and off. This is helpful when
you're shooting photos in situations where if s difficult to get a sharp image, such

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as in low light. One disadvantage of an antishake shooting mode is that you can't
use the feature in conjunction with another scene mode. Most point-and-shoot
cameras use software to sharpen the resulting images. More advanced cameras,
including SLRs, tend to employ one of two methods: optical image stabilization,
in which an element in the lens adjusts to compensate for movement); or
sensor movement, in which the camera's sensor moves in order to compensate
for the shaking.
A digital camera's mega pixel count is an important spec, but it is by no
means the only one. Start with pixels, but make sure to check a few other
important numbers when considering a purchase.
A camera's mega pixel rating is another way of expressing its resolution.
The higher the mega pixel number, the higher the resolution. In general,
higher-resolution cameras let you produce larger, higher-quality prints. Even a 4-
megapixel camera can produce images of high enough resolution to produce
crisp prints. The trade-off is that higher-resolution images take up more
space on your camera's memory card, so you may be able to take only a
small number of shots before you have to download them to your
computer. The solution, of course, is to purchase a larger-capacity
memory card. So if you're interested in producing mostly small snapshots
or images to send via e-mail or post on the Web, you probably don't need
anything better than a 4-megapixel camera. If you want to create large
copies of your masterworks, you'll want a camera that captures 5 mega
pixels or more.

DISREGARD DIGITAL ZOOM:

Most cameras offer at least 3X optical zoom-and some boast an
optical zoom as high as 12X. But vendors tend to tout a high total zoom
that includes digital zoom, which you must disregard: Digital zoom
produces photos that are inferior to those produced with an optical

M.S.B. Arts & Commerce College, DVG. 29

zoom.

4.4 HANDYCAMS CAPABILITY:

Any still camera's ability to take moving pictures is limited If you

want to shoot video, invest in a Handycams dedicated to the job.

Handycam make shooting video and editing it on your home

computer a breeze. We can create movies and output them to tape or
DVD, or post them on the Web. Whether you want to record shots of
your new baby or you dream of becoming a true auteur.

Nearly the Sony company Handycams now offer models that

record in high definition; however, while these models capture gorgeous
footage, using high-def comes with serious limitations. The Handycams
themselves are significantly more expensive than standard-resolution
Handycams, and not all video editing software will let you edit HD
footage. And even if your editing application does handle HD, We likely
won't be able to output your movies to an easily viewable high-definition
format-often, these editing apps let you burn only a standard-definition
disc.
This year, Sony Handy cams with built-in DVD recorders will
outsell tape-based, MiniDV models. DVD Handycams are typically a
little larger than MiniDV Handycams, and several video editing
applications will now allow you to an import or edit video recorded with a DVD
Handycam. But the advantage, of course, is that you can pop the disc out of the
Handycam and into a DVD set-top player

M.S.B. Arts & Commerce College, DVG. 30

4.5 HANDYCAMS KEY FEATURES

SCREEN:
Having a large LCD screen built into the Handycam lets you
more easily see what you're recording and facilitates playback previews. Be
careful when considering a Handycam's screen, though-some don't work well in
bright sunlight, an environment in which you'll often use the device.
Most Handycams come with both an LCD screen and a viewfinder,
giving you the option to use either. The viewfinder can be useful if you can't see
the screen in bright light; it also uses less power than the screen, extending the
Handycam battery's life. Also, if you are considering purchasing a Handycam
that can shoot in wide-screen (720-by-480-pixel) format, Handycam with a
wide-screen LCD, which won't crop your view of the video you are shooting.

LENS:
Every Handycam comes with a zoom lens that lets you get closer to your
subject. But Camcorder manufacturers don't always distinguish clearly between
digital and optical zoom.
The spec for maximum optical zoom is the more interesting figure: It
denotes the maximum zoom that the Handycam can achieve by moving its
lens elements.
Most modern Handycams have at least a 10X optical zoom, which
should be more than adequate for general purposes. But, a digital zoom
magnifies after the optical zoom is fully extended, and the Handycam then
enlarges part of the image to fill the screen. This method leads to grainy,

M.S.B. Arts & Commerce College, DVG. 31

pixilated, and unpleasant-looking images. At higher digital zoom settings,
the quality is so poor that you often can't see what you are taping.

IMAGE STABILIZATION:

All camcorders offer one of two types of image stabilization —

optical or electronic — to reduce jittery video caused by shaky hands.
With optical stabilization, the Handycam's lens mechanism moves to
compensates for external movement with electronic image stabilization, the
image captured by the lens "floats" on the CCD, and the Handycam uses
internal circuitry after the image has been captured to interpret the video.
Optical stabilization usually provides the best results; in the past it
was typically found in more expensive Handycams, but these days
some moderately priced models have it too.

BATTERIES:
The amount of recording and playback time you get out of a
battery varies, but most Handycams should be able to record for at least
an hour with the included battery.

MICROPHONES:

Sound is almost as important to a video as the images. We've found

that camcorders with microphones mounted in the front tend to produce
better sound than those with microphones on the top of the unit; top-
mounted microphones often pick up the voice of the person operating
the camera, drowning out everything else.
Some Handycams offer zoom microphones that emphasize the

M.S.B. Arts & Commerce College, DVG. 32

subject‘s voice when the zoom lens is used, and some also come with a
socket for plugging in an external microphone. Either type of
microphone can be very useful when you're recording presentations
or speeches.

STILL PHOTOGRAPHY:

Many digital Handycams can serve as digital cameras, saving still

images to a memory card or to tape. Some can save images at the same
resolution as a 5-megapixel camera (but watch out for models that
produce interpolated high-resolution images from lower-resolution
CCDs).
However, none of the camcorders we have tested has performed as
well at taking still pictures as a dedicated still camera-they don't provide
the same level of control or the same image quality

CONTROLS:
We have found that smaller Handycams can be a little more
difficult to use because their controls don't naturally sit where your
fingers fall, particularly if you have large hands. Of course, heavy, bulky
models can get tiring to carry, so strive for a balance.

LOW-LIGHT MODES:
Many Handycams have the ability to film in very low light,
whether with the help of an infrared light (which you can’t see, but
the Handycam can), a specials low-shutter mode that makes the most
of ambient lighting, or built-in illumination from one or more LEDs.
Some models offer all three methods. T h e s e m o d e s c a n b e
v e r y useful in poorly illuminated settings, but video captured with

M.S.B. Arts & Commerce College, DVG. 33

these tools enabled won't be as good as video captured in well-lit
settings. For example, slow-shutter modes may cause moving subjects to
smear or ghost.

FORMAT:
Most Handycams use the MiniDV and DVD formats, but models
that capture to small onboard hard drives are becoming more common;
others write to flash memory. MiniDV models still capture the best-
quality video.

HARD DRIVE MODELS:

These Handycams' main advantage is that they give you near-
instant access to any footage on the drive. Rather than having to fast-
forward or fast-reverse to find the scene you want, as with a tape-
based Handycam, you can go to a scene by clicking on a thumbnail in
the Handycam.
But once the drive is full, you must stop shooting until you
can offload the footage (with a MiniDV- or DVD-based model, you can
just pop in another tape or disc). Also, like DVD Handycam, hard-
drive models capture in MPEG format, which requires much
more computing horsepower to edit; in addition, not all editing
applications will accept MPEG footage.

WIDE-SCREEN SHOOTING:
Several Handycams now allow you to shoot in the 16:9 aspect
ratio used by HDTVs, even if the Handycams still shoot in standard-
definition resolution. Note that some camcorders use a CCD with a native
16:9 orientation, so you get the full resolution of the CCD when you

M.S.B. Arts & Commerce College, DVG. 34

shoot in wide-screen format, whereas others use a CCD with a traditional
4:3 orientation and use only a portion of that CCD when shooting in
wide-screen.

HIGH-DEFINITION RECORDING:

Several models record in either the HDV or the AVCHD high-

definition format. Because both are highly compressed, they require a
very powerful computer to decode their files and a compatible video
editing application to edit them. (AVCHD is a newer format; only
Pinnacle Studio 11 and Corel Ulead Video Studio 11 recognize it at this
writing.) Even powerful computer will take much more time—hours. Not
minutes –to render HDV or AVCHD file than standard-definition, DV-
format files.

THE SPES EXPLAINED

While a digital Handycam’s specifications don’t tell the

whole story, they can help you narrow your choice. You can use the
Handycam’s price, along with space like LCD screen size, weight, and
type of microphone, to weed out the ones that while a big LCD screen
and lots of extra features justify a higher price, ease of use and overall
size are also important considerations. Even the lightest Handycam won’t
do you much good if the controls are too small for your hands; always try
the camcorder out before you buy. Remember that the lightest cameras
may sacrifice other features, and will often have a p-mounted microphone
simply because there's nowhere else to put it. But weight may be an
important enough consideration to justify these trade-offs.

M.S.B. Arts & Commerce College, DVG. 35

 Digital and optical zoom specs don't tend to vary much across
categories, and thus aren't represented here. Most modem Handycams
come with at least a 10X optical zoom. Don't pay too much attention to
the digital zoom, which simply enlarges the image the lens captures. The
optical zoom is far more important In the semi-pro range, you can expect
to get a lens with higher-quality optics.
WEIGHT
A Sony Handycam's weight is a key factor in how easy it is to use;
it affects whether you decide to carry it along on your outings. Weight is
also one of the most important issues affecting camcorder price: Tiny
Handycams often mean higher cost, at least in consumer models. And
often, those tiny camcorders will have less-capable lenses, fewer features,
and harder-to-use controls.

M.S.B. Arts & Commerce College, DVG. 36

 CHAPTER -5

ANALYSIS AND INTERPRETATION

5.1 INTRODUCTION

Today consumer is the king in the market. He is the centre of all

the activities in the market. The decision of the consumer decides the
prosperity of the company. Therefore in order to attract them, the
marketers must take steps to get appreciation for their products.

In marketing process, the consumer’s behavior is very important.

So analysing the behavior is necessary in the modern marketing.

Knowledge of human behavior would render immense help for

product planning and implementing marketing strategies. Strategic
and operational plans should be developed to achieve the objectives of
the firm and to keep the consumers satisfied.

The proof of establishing consumer orientation in the marketing

concept of the firm depends on how marketing mix is adopted to
satisfy the consumers. The efficiency with which a free marketing
system of enterprise operates depends upon the extent of
understanding consumers possessed by business community. Hence
there is importance of analyzing consumer behavior in modern
marketing arises.

M.S.B. Arts & Commerce College, DVG. 37

 This study is aimed at finding the potential market for Digicams &
Handycams with special reference to Sony India Ltd.

5.2 DEMOGRAPHIC ANALYSIS

Following are the analysis of consumer survey regarding consumer

attitude towards Sony digicams & Handycams

TABLE-1. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF SEX :

Sex No. of respondents Percentage

Male 19 76

Female 6 24

Total 25 100
Source : Survey data

Graph show ing the sex of the respondents

24%

Male
Female

76%

According to survey of 25 respondents, 76% are male and 24% are

M.S.B. Arts & Commerce College, DVG. 38

the female.

TABLE-2. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF AGE GROUP:

Age group (in years) No. of respondents Percentage

Below 20 3 12

20-30 9 36

30-40 8 32

Above 40 5 20

Total 25 100
Source : Survey data

Graph showing the age group of the respondents

40
36
35 32

30

25 Below 20
20 20-30
20
30-40
15 12 Above 40

10

0
Below 20 20-30 30-40 Above 40

The above table shows that 12% of the respondents are below 20

years of age, 36% are in the age group of 20-30 years, 32% are in the age

M.S.B. Arts & Commerce College, DVG. 39

group of 30-40 years and the remaining 20% are in the age group of

above 40 years.

TABLE-3. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF QUALIFICATION:

Education level No. of respondents Percentage

S.S.L.C. 4 16

Graduate 13 52

Post-graduate 8 32

Total 25 100
Source : Survey data

Graph showing the qualification of the respondents

60

52%
50

40

32% S.S.L.C.
30 Graduate
Post-graduate

20 16%

10

0
S.S.L.C. Graduate Post-graduate

This table indicates the education level and respondents. 16% of

the respondents studied up to S.S.L.C., 52% are graduates, 32% are the

M.S.B. Arts & Commerce College, DVG. 40

post-graduates.

TABLE-4. CLASSIFICATION OF RESPONDENTS ON

THE BASIS
OF OCCUPATION :

Occupation No. of respondents Percentage

Business 9 36

Professional 6 24

Student 8 32

Others 2 8

Total 25 100
Source : Survey data

Graph showing the occupation of the respondents

40
36%
35
32%

30

25 24%
Business
Professional
20
Student
15 Others

10 8%

0
Business Professional Student Others

According to the above table 36% of the respondents are

Businessmen, 24% are professionals, 32% are Students, and 8% are

M.S.B. Arts & Commerce College, DVG. 41

others like Agriculture, Government employees etc.

TABLE-5. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF MONTHLY INCOME (Rs.):

Monthly income No. of respondents Percentage

Below Rs.5000 2 8

Rs.5000-10000 3 12

Rs.10000-25000 11 44

More than Rs.25000 9 36

Total 25 100
Source : Survey data

Graph showing the monthlly income of the respondents

44%

45
36%
40

35

30
Below Rs.5000
25 Rs.5000-10000
20 12% Rs.10000-25000
More than Rs.25000
15 8%

10

0
Below Rs.5000- Rs.10000- More than
Rs.5000 10000 25000 Rs.25000

M.S.B. Arts & Commerce College, DVG. 42

 As per this table, of the 25 respondents, 8% are having an annual

income below Rs. 5000, 12% have Rs.5000-10000, 44% have Rs.10000-

25000, and 36% have above Rs.25000 as annual income.

TABLE-6 CLASSIFICATION OF RESPONDENTS ON THE BASIS

OF BRAND COMPANIES:

COMPANIES No. of respondents Percentage

CANON 3 12
SONY 15 44
KONICA 1 4
PANOSONIC 3 12
KODAK 2 8
OTHER 1 4
Total 25 100
Source : Survey data

Graphshowingdifferent companies Digicams&

Handycam susedbytherespondents

70
60%
60
CANON
50 SONY

40 KONICA
PANOSONIC
30 KODAK
20 OTHER
12% 12%
8%
10 4% 4%
IC

R
A
N

0
N
Y

IC
O

E
A
O
N

H
N

D
N

S
O

T
A

O
O

O
S

O
C

K
K

N
A
P

According to the above table, most of the respondents are using

Sony products at 60% , Conon at 12%, Konica at 4%, Panosonic at 12%,

Kodak at 8% , and others at 4% .

M.S.B. Arts & Commerce College, DVG. 43

TABLE-7. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF SOURCE OF INFORMATION :

Source of information No. of respondents Percentage

Advertisement 12 48

Friends 5 20

Relatives 2 8

Shop Dealer 6 24

Total 25 100
Source : Survey data

Graph showing source of information of the respondents

60

50

40
Advertisement
Friends
30
Relatives
48% Shop Dealer
20

24%
10 20%

8%
0
Advertisement Friends Relatives Shop Dealer

The above table shows the source of information above the Sony

Cameras & Handy cams products, of the respondents, 48% came to know

about the Cameras & Handy cams through Advertisement, 20% through

their Friends, 8% through Relatives, and 24% through Shop Dealer.

M.S.B. Arts & Commerce College, DVG. 44

TABLE-8. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF SONY DIGICAMS & HANDYCAMS :

Influencing factor No. of respondents Percentage

Quality 13 52

Price 4 16

Service 5 20

Others 3 12

Total 25 100
Source : Survey data

Graph showing the influncing factor of the respondents

60
52%

50

40
Quality
Price
30
Service
20% Others
20 16%
12%

10

0
Quality Price Service Others

The above table shows that 76% of respondents are influenced

purchase Cameras or Handy cams by its quality, 16% by price, 20% by

Service, and 12% of respondents are influenced by Others like

attractiveness, Style, etc .

M.S.B. Arts & Commerce College, DVG. 45

TABLE-9. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF OPINION ABOUT PRICE OF SONY DIGICAMS &

HANDYCAMS:

Price opinion No. of respondents Percentage

High 16 64

Reasonable 6 24

Low 3 12

Total 25 100
Source : Survey data

Graph showing opinion about price of sony Digicams &

Handycams to the respondents

12%

24%
High
Reasonable
Low

64%

From the above table it is clear that 64% of the respondents

consider price as High, 24% as Reasonable and 12% of respondents as

Low.

M.S.B. Arts & Commerce College, DVG. 46

TABLE-10. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF OPINION ABOUT BUILT QUALITY:

Quality opinion No.of respondents Percentage

Satisfactory 24 96

Unsatisfactory 1 4

Total 25 100
Source : Survey data

Graphshowingopinionabout qualitytothe respondents

4%

Satisfactory
Unsatisfactory

96%

According to the above table 96% of the respondents are satisfied

with the quality of Sony Cameras & Handy cams, and 4% are not

satisfied with the quality of Sony Cameras & Handy cams.

M.S.B. Arts & Commerce College, DVG. 47

TABLE-11. CLASSIFICATION OF RESPONDENTS ON THE
BASIS OF SERVICE BY MANUFACTURER :

Manufacturer No. of respondents Percentage

service
Excellent 13 52

Good 10 40

Average 2 8

Total 25 100
Source : Survey data

M.S.B. Arts & Commerce College, DVG. 48

 Graph showing service by manufacturer to respondents

60
52%

50
40%
40
Excellent

30 Good
Average

20

8%
10

0
Excellent Good Average

The above table shows that of the respondents, 52% consider the

manufacturers service as excellent, 40% as good ,and 16% as average.

TABLE-12. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF PERIOD OF USE :

Period of use No. of respondents Percentage

Below 1 year 5 20

1-2 years 14 56

2-3 years 5 20

Above 3 years 1 4

Total 25 100
Source : Survey data

M.S.B. Arts & Commerce College, DVG. 49

 Graph showing period of use of respondents

60 56%

50

40
Below 1 year
1-2 years
30
2-3 years
20% 20% Above 3 years
20

10
4%

0
Below 1 year 1-2 years 2-3 years Above 3 years

As per the table, of the respondents, 56% are using the Sony

Cameras or Handy cams from the last 1-2 years, 20% each per less than a

year and for 2-3 years respectively and 4% for more than 3 years.

TABLE-13. CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF COMPARISON OF SONY DIGICAMS &
HANDYCAMS:

Compared to paper No. of respondents Percentage

plates
Excellent 10 40

Good 13 52

Average 2 8

Total 25 100
Source : Survey data

M.S.B. Arts & Commerce College, DVG. 50

 Graph showing comparison of sony Digicams & Handycams of
the respondents

40
Excellent
Good
Average

52

The table shows the reaction of respondents to Sony Cameras &

Handy cams as compared to other products, 52% of the respondents felt

sony products as good, 40% as excellent and 8% as average.

CHAPTER-6
FINDINGS, SUGGESTIONS AND CONCLUSION

6.1 FINDINGS:

Following are the findings of the survey conducted which will be helpful
to the improve their efficiency.

1. The majority of the respondents belong to the income group

Rs.10000 to 25000 per month.

M.S.B. Arts & Commerce College, DVG. 51

 2. The surveys found that majority of the respondents are satisfied
with the Sony Digicams & Handycams products.

3. The majority of the respondents purchase Sony digicams or

Handycams because of quality company image.

4. Majority of the respondents are of the opinion that Sony digicams

& Handycams is high price.

5. Majority of the respondents are aware of Sony cams through

advertisement & shop dealer.

6. Design and outlook of Sony cams is the majority factor taken into
consideration while purchasing the digicams or handycams.

7. Majority of the respondents opinioned that the Sony cams are

provide battery back-up only 2 to 3 hours.

8. Majority of the respondents are opinioned that the performance of

the Sony Digicams &Handycams is good.

6.2 SUGGESTIONS

Sony is today’s India’s fastest growing group and it plans are state
of the art marvels of automated technology. There are various
introductions of technology superior products and consistently meeting
the demands of the market.
But, yet lays some improvement for its stay in the market. The
present market competition or competitive world, a step ahead is always a
must. Market survey and consumer survey can provide it a foregoing
step. The survey done in Danvangere city has pointed out some

M.S.B. Arts & Commerce College, DVG. 52

advantages and also disadvantages. There may exist, the most in
competitive market for others to lead. There are various suggestions by
the consumers for the product.

1. Change in taste of consumer should be known as the new

product may become outdated tomorrow.
2. Reduce the cost or price of the product, so that every middle
class and low class level make use of the product.
3. Repetion is necessary for retention so that the company
should live long.
4. The company must give a free flow of goods to the
Dealers.
5. The company should give more advertisements in all the
Medias which ever is possible to motive by the consumer.
6. The Sony company has to add more number of functions in
the laptop.
7. The company has to concentrate on battery back-up if
possible it has to take measure to increase the battery back
up capacity of the cams.
8. It's better to improve new innovative design and outlook for
the digicams & Handycams.
9. It's better to cover all the marketing strategies to enhance
their product of cams to all over the world.

6.3 CONCLUTION
The major competitors in the market are Cannon, Panosonic,
and Kodak, etc
Due to the liberalization policy of the government move and
more foreign company are entering into the consumer durable market,

M.S.B. Arts & Commerce College, DVG. 53

because of the vast potential with latest modern sophisticated technology
and design. In order to face the competition and service in the market the
company has to adapt to the changing environment by squiring latest
technology.
There is an every need for a company to increase the
configurations and technologies of its product for this purpose each and
every organisation need to collect the present study is an attempt to out
the Sony cams performance in the market.

From the study, we can found that Sony is providing a better and
quality services to the company. Every customer of the Sony Company is
satisfied to a great extent. Still the company need some measures to
improve its product functions and characteristics as there are more
competition that is rivalry company such as Cannon, Panosonic, and
Kodak, etc. so that the company can prepare better marketing strategies
for its product.

M.S.B. Arts & Commerce College, DVG. 54