PROJECT REPORT “A STUDY ONBRAND EQUITY OF SUN T.V NETWORK WITH SPECIAL REFERENCE TO ITS CHANNELS, BANGALORE” SUBMITTED BY Mr.S.DILIP KUMAR 15P35G0103 UNDER THE GUIDANCE OF Ms.SREEJA.K NEW HORIZON COLLEGE MASTERS OF BUSINESS ADMINISTRATION BHARATHIAR UNIVERSITY COLLEGE CODE: KA 11 B 131 2016-2017 GUIDE CERTIFICATE This is to certify that the project report entitled“A STUDY ON BRAND EQUITY OF SUN NETWORK” submitted by DILIP KUMAR S bearing registration number 15P35G0103 to Bharathiar University for the partial fulfillment of master degree in business management is an outcome of genuine research work carried under my guidance and it has been submitted for the award of any degree, diploma or prize. DATE Ms. SREEJA K Bangalore ASSISTANT PROFESSOR PRINCIPAL’S CERTIFICATE This is to certify that DILIP KUMAR S bearing registration no 15P35G0103 is a bonafide student of this college. The project entitled “A STUDY ON BRAND EQUITY OF SUN NETWORK” is a work carried out by him in partial fulfillment of the requirements for master degree in Business management of Bharathiar University along the year 2016-17 DATE Dr. R BODHISATVAN Bangalore HOD CERTIFICATE This is to certify that DILIP KUMAR S bearing registration number 15P35G0103 is a bonafide student of this college. The project work entitled “A STUDY ON BRAND EQUITY OF SUN NETWORK” is a work carried out by him for partial fulfillment of the requirements for Master Degree in Business management of Bharathiar University during the year 2016-17. It is certified that all the corrections/suggestions have been incorporated in the project report and a copy is deposited in the department library. This project work has been approved as it satisfied the academic requirements of Master degree in Business management. DATE: Dr. SHEELAN MISRA Bangalore STUDENT’S DECLARATION I hereby declare that the project entitled “A STUDY ON BRAND EQUITY OF SUN NETWORK” was prepared by me during the year 2016-17 and was submitted in partial fulfillment of the requirements for master degree in business management of Bharathiar University I also declare that this project report is original and has not been submitted to any other university of the award of any degree, diploma or any other similar titles or purposes. Date: DILIP KUMAR S Bangalore 15P35G0103 ANNEXURE QUESTIONNAIRE 1. AGE OF THE VIEWERS a) BELOW 20 years { } b) 21-30 years { } c)31-40 years { } d) 41-50 years { } 2. OCCUPATION OF THE VIEWERS a) Student { } b) Employed { } c) House wife { } d) Others { } 3. MONTHLY INCOME OF THE VIEWERS a) Below 10000 { } b) 10000-15000 { } c) 15000-20000 { } d) 20000 & above { } 4. PROBLEMS FACED BY THE VIEWERS a)Yes { } b)No { } 5. KNOWLEDGE OF CUSTOMER REGARDING TO SUN NETWORK a) Newspaper { } b) Word of mouth { } c) Television { } d) Advertisement { } e) Publicity { } 6. CUSTOMER EXPERIENCE OF SUN NETWORK a) Good { } b) Bad { } 7. OPINION ABOUT SUN NETWORK a) Excellent { } b) Satisfactory { } c) Moderate { } d) Poor { } 8. RELAY QUALITY BY SUN NETWORK a)YES { } b) NO { } 9. SUN NETWORK SERVICES a) Satisfactory { } b) By more than expected { } c) None { } 10. COMPARISION OF SUN NETWORK AS NO.1 a) Yes { } b) No { } 11. FAITH IN THE SYSTEM a) TRUE { } b) CANT SAY { } c) NO CONCERN { } 12. VALUE OF MONEY A) YES { } B) NO { } Tamil Channels: Sun TV Sun TV HD KTV KTV HD Sun Music Sun Music HD Sun News Adithya Chutti TV Telugu Channels Gemini TV Gemini TV HD Gemini Movies Gemini Music Gemini News Gemini Comedy Kushi TV Kannada Channels Udaya TV UdayaMovies Udaya Music UdayaNews UdayaComedy Chintu Malayalam Channels Surya TV Kiran TV Kochu TV ACKNOWLEDGEMENT It is my privilege to acknowledge the people whose consistent guidance, motivation and influences crowned my life with successful completion of this project.I sincerely thank Mr MANOJ KUSHALAPPA (MANAGER-P&A- OPERATIONS, UDAYA TV), for giving me this opportunity and all the assistance, guidance which has enabled me to complete this project. Wish to convey my gratitude and sincere thanks to Dr. R.BODHISATVAN principal of NEW HORIZON COLLEGE, for his constant encouragement and immense support. I would like to express my gratitude to my internal guideMrs. SREEJA.K for her valuable guidance and enthusiastic motivation which has inspired me a lot in completing this project. I would like to thank the HOD Dr. SHEELAN MISRA who stood as a constant support throughout the completion of the project. I would like to thank Mr. Manjunath, Reporter UdayaTv who stood as a constant support throughout the completion of the project. Finally, I express my sincere and heartfelt regards to my beloved SIR Mr. ARUN RAGHU BABU &Parents& Friends and respondents for their contribution and encouragement towards completion of the project. REGARDS S.DILIP KUMAR List of Contents CHAPTER TITLE Pg.No. EXECUTIVE SUMMARY 1 INTRODUCTION 1-13 1.1 Theoretical Background 1-6 1.2 Brand Equity 6-13 2 INDUSTRY AND COMPANY PROFILE 14-52 2.1 Industry Profile 14-16 2.2 Company Profile 16-52 3 RESEARCH DESIGN 53-56 3.1 Statement of Problem 53 3.2 Objective of Study 53 3.3 Need of Study 53 3.4 Scope of Study 53 3.5 Methodology 54 3.6 Research Methodology 54 3.7 Limitations of Study 55 3.8 Chapter Scheme 56 4 DATA ANALYSIS AND INTERPRETATION 57-73 5 FINDING, SUGESTION & CONCLUSION 74-76 5.1 Findings 74 5.2 Suggestions 75 5.3 Conclusion 76 BIBLOGRAPHY 77 ANNEXURE EXECUTIVE SUMMARY A Study on Brand Equity of SUN T.V NETWORKS with special reference to its channels is a study to find out theimportance for the company to know what customers think about their brand and How It will help them to take steps to create a good brand image and brand equitywith the core objectives here being - To find out the opinion of the customers towards SUN T.V NETWORKS and To get a meaningful idea on what Indian consumers want from the Media industry and very importantly study the level of Brand equity of SUN T.V NETWORKS . So the Research method used was Descriptive Research Method keeping in mind of the objectives. Data was collected with the help of questionnaire from the viewers and targeted viewers of SUN TV Network with a sampling size of 100 people surveyed for the accomplishment of this research study and the sampling method used was convenience sampling and the tool of analysis used was percentage analysis with the help of a Questionnaire of 12 questions like for example the age of the viewers, their occupation , monthly income , their opinions and their knowledge of the network etc. were the questions provided with already suggested answers where customers had to choose from the given options below. Most of the answers are listed in tables and graphs. Through this research the Findings were positive with a high percentage of repeated viewers of programs with a majority of satisfied customers when it comes to service, features also viewers find their money’s worth and a high percentage rate SUN T.V NETWORKS to be number 1 out of the other channels. To conclude SUN T.V NETWORK has touched the hearts of many viewers and has created a strong brand name which has positive customer feedback and responses and because of all their efforts on their service quality and facilities that they have provided their viewers, image and Brand equity are all constantly growing and nowSUN TV NETWORK is the highest grossing networks in South India. LIST OF TABLES SL NO TITLE PG NO 4.1 AGE OF THE RESPONDENTS 57 4.2 OCCUPATION OF THE RESPONDENTS 59 4.3 ANNUAL INCOME OF THE RESPONDENTS 60 4.4 PROBLEM FACED BY THE VIEWERS 61 4.5 KNOWLEDGE OF CUSTOMERS ABOUT SUN 62 NETWORK 4.6 CUSTOMERS EXPERIENCE WHILE VIEWING SUN TV 64 NETWORK 4.7 OPINION OF THE VIEWERS WHILE VIEWING SUN TV 65 NETWORK 4.8 QUALITY OF RELAY GIVEN BY SUN NETWORKS TO 66 ITS VIEWERS 4.9 LEVEL OF SERVICES PROVIDED BY SUN NETWORK 68 4.10 COMPARISON OF SUN NETWORK AS NO 1 MEDIA 70 CHANNEL 4.11 FAITH OF THE VIEWERS IN SUN NETWORK 71 4.12 VALUE OF MONEY VIEWING SUN TV NETWORK 73 CHANNEL LIST OF GRAPHS SL NO TITLE PG NO 4.1 AGE OF THE RESPONDENTS 58 4.2 OCCUPATION OF THE RESPONDENTS 59 4.3 ANNUAL INCOME OF THE RESPONDENTS 60 4.4 PROBLEM FACED BY THE VIEWERS 61 4.5 KNOWLEDGE OF CUSTOMERS ABOUT SUN 63 NETWORK 4.6 CUSTOMERS EXPERIENCE WHILE VIEWING SUN TV 64 NETWORK 4.7 OPINION OF THE VIEWERS WHILE VIEWING SUN TV 65 NETWORK 4.8 QUALITY OF RELAY GIVEN BY SUN NETWORKS TO 67 ITS VIEWERS 4.9 LEVEL OF SERVICES PROVIDED BY SUN NETWORK 69 4.10 COMPARISON OF SUN NETWORK AS NO 1 MEDIA 70 CHANNEL 4.11 FAITH OF THE VIEWERS IN SUN NETWORK 72 4.12 VALUE OF MONEY VIEWING SUN TV NETWORK 73 CHANNEL CHAPTER 1 INTRODUCTION CHAPTER 2 INDUSTRY AND COMPANY PROFILE CHAPTER 3 RESEARCH DESIGN CHAPTER 4 DATA ANALYSIS AND INTERPRETATION CHAPTER 5 SUMMARY OF FINDINGS SUGGESTIONS AND CONCLUSIONS BIBILOGRAPHY ANNEXURE BRAND EQUITY 1.INTRODUCTION 1.1 Theoretical Background 1.1.1 Meaning of Market: The term market is derived from the Latin word ―MARCATUS‖ which means trade merchandise ware traffic or place of business. In the economics sense, the term market does not refer to any particular place where buyer and seller meet face to face and make their purchase and sales, but the whole of any region where the Buyers and sellers are in such free intercourse with one another a that a single price prevails for a certain commodity at certain point of time throughout the region.