SAMSUNG TVs(PLASMA-Rs.50,000>)

Gaurav PandeyGeetika ChawlaSatyam PanjwaniKomal Kaushik

PRODUCTS AVAILABLE IN THE DEFINED RANGE

PLASMA 42”

LG-42 PG61UR(Rs.46,000)

SAMSUNG PS42B450(Rs.42,050)

PANASONIC VIERATH-P42S10D(Rs.47,500)

CONSUMER PURCHASE PROCESS

• 20 People were asked some predefined questions who came to purchase a PLASMA TV in particular.

• 7 predefined questions, based on the consumer purchase process, were asked which will be discussed in upcoming slides.

• Place visited= Reliance Digital(Ambience Mall, Gurgaon)

SAMPLE

• 3 out of 20 said that they are using plasma TVs which they want to replace with a new one.

• 2 out of the 3 are using SAMSUNG and 1 is using LG.• Reason: More new features and better products are

available now which their current model is lacking in, for example-HD quality, 3D, functions like web browsing on television.

• 1 out of the 3 using LG is not satisfied with his current product.

ARE YOU USING ANY BRAND? IF YES, WHICH ONE ? WHY DO THEY WANT TO BUY A NEW TV ?

• 12 out of 20 said because they want to have a better television watching experience.

• 5 out of 20 said most of the people they know have big TVs so they should also have a PLASMA.(Esteem Needs)

• 3 out of 20 said that their children(teenagers) have been pestering them to buy a PLASMA TV for a long time.

WHY ARE PEOPLE WHO ARE FIRST TIME BUYERS BUYING A PLASMA ?

• They saw advertisements of plasma TVs on TV, SAMSUNG is the one which has used this way of promotion more extensively than any other brand.

• Everybody mentioned of watching a SAMSUNG PLASMA advertisement.

• They also came to know about the brand by word of mouth, people they Know who are currently using plasma.

HOW DID THEY COME TO KNOW ABOUT THE BRAND THEY ARE BUYING ?

16 out of 20 planned to buy SAMSUNG because:

FUNCTIONAL BENEFITS (14 out of 16)Brilliant, Bright colours, realistic images and outstanding clarity.Good sound quality.DNIETM technology has been promoted by as one of the USP by the company

which catches people’s attention as it captures every minute detail and makes the clarity of video unmatchable.

Light weight and easy to install.Ultimate 3D experience.

PSYCHOLOGICAL BENEFITS (16 out of 16): Black glossy frame-looks good.

EMOTIONAL BENEFITS(2 out of 16): They have always been using SAMSUNG products and all family members are happy with the brand so there’s a consensus about it.

WHY A PARTICULAR BRAND DO THEY PREFER ?

PANASONIC

• Positive Points

Very good anti-reflective screen, profound blacks, great shadow detail unmatched brightness for a plasma

Lower power consumption than any previous plasmas.

• Negative Points

The Samsung has better colour fidelity, picture detail, and a wider range of user adjustments

Speakers are average Expensive

REVIEWS ABOUT OTHER BRANDS

LGPositive Points

Crisp and bright pictureAcceptable sound quality.Simple remote set up.

Negative Points

The Samsung has better colour fidelity, picture detail, and a wider range of user adjustments.

Speakers are average.Expensive.3D experience is not up to the mark.

• Everybody mentioned a price which ranges from Rs.41,000 to Rs.48,000.

• It means that the JUST NOTICEABLE DIFFERENCE in this case is of Rs.7,000.

• A gap which is close or equal to Rs.7,000 will have a huge effect in the purchase decision of the buyers.

• This is also one of the reasons people are preferring SAMSUNG because it is offering all the competitive features and even better ones at a price which very close to the lower limit of just noticeable difference where other products’ prices are close to the upper limit of just noticeable difference.

HOW MUCH ARE THEY READY TO PAY FOR THIS BRAND ?

We noticed that in 18 cases out of 20 the young members of the family are participating in talks with the salesmen about the product.

We also discussed earlier that 3 out of 20 are buying a PLASMA TV because their children have been pestering them to do so. So, the young generation is playing the role of influencer in our case.

In some case, these are also deciders who decide which model to buy and from where as we noticed that a man left the shop when his son told him to check out somewhere else.

Buyers are mostly older generation as we saw that on the payment counter there are mostly old age people who had come with young family members apart from 2 young men we saw making the payment.

PURCHASE DECISION

• PLASMA TVs are a high involvement product that’s why people seek a lot of information before buying it.

• It represents a complex buying behaviour.

• 42” PLASMA TVs is starting range for this category so mostly people buying this model are one who have been using cheaper products and somehow are now capable of affording a product which belongs to the lowest category of a premium class product which shows that they are motivated mainly by their esteem needs to buy this product.

OTHER FINDINGS

THANK YOU