Consumer Perception of

Television Brands- Samsung

REPORT PRESENTATION
SUBMITTED TO:
PROF.GAURAV JOSHI

SUBMITTED BY:
GROUP-8
SECTION-B

103- VISHAL SUKHIJA

104- PIYUSH HANS
106- PIYUSH SHUKLA
107- RAHUL RATHI
108- NEHA SURI

OBJECTIVE

To determine consumer preferences

and purchase intentions for the
Samsung TV (LED/LCD)
Objective is set based on the analysis of:

Exploratory Research
Resources and Constraints
Buyer Behavior Study

Research Hypothesis

Ho = Samsung is not a buying choice for LED/LCD

TV
Ha = Samsung is a buying choice for LED/LCD TV

ABSTRACT
The Indian market for television has been expanding in the

last two decades. Several players are introducing new

products like LCD (Liquid Crystal Display) TV and Plasma
TV to capture various segments of the market
Consumers now have a wide choice for the selection of

televisions
In recent years the electronic industry is at a brisk pace.

The demand in Indian market is expected to touch $400

billion by 2020.
http://mashable.com/2011/07/20/consumer-trends-tv/

Who are the Consumers ?

We see TV consumers as two separate groups:

Who is more evolved and wants the latest of the

technology in sync with the global trends, irrespective of
the price points

Who is more value-conscious and is seeking a product

that fits into their budget and still delivers innovations
that are meaningful for them.

http://www.howtogeek.com/176392/smart-tvs-are-stupid-w
hy-you-dont-really-want-a-smart-tv/

NEW TREND
Residential areas in metros, mini metros, cities, towns and

small towns are growing at faster rate.

Industrialization, infrastructure development, and

extension of areas under amusement and entertainment are

creating huge scope for further market growth
Flat screen television is the fastest growing segment.

Keeping this in view we have restricted our study to these

Flat-panel TVs only

Continued
TVs are not televisions in the most obvious sense. The vital

features that are considered by a consumer before buying a

Flat-panel TV set includes:

Sound Quality
Price
Full HD
Built In Wi-Fi
USB
Smart View

Sample Data
Sample Size 86
Gender Based Samples
Occupation

Samples

Male

57

Female

29

Occupation Based Samples

Occupation

Samples

Student

56

Service

25

Self Employeed

Samsung TV Awareness
90

8 5/1

80
70
60
50
40
30
20
10
0

1/1
Yes

No

Analysis
Samsung has been able to reach a major proportion of users

as far as the brand awareness is concerned.

Majority of the respondents are aware of the Samsung

LED/LCD TV presence in the growing competitive market

Based on descriptive results we conclude that the reason for

high Samsung brand awareness stem from the fact that

respondent could easily remember the brand with its logo

Advertisement Reach
33.33%

35%

33.33%

31.82%

30%
25%

18.94%

20%
15%

14.39%

10%
5%

1.52%

0%

Dealers Friends & Relative Internet

Print Media

Radio

TV

Reach Analysis
Samsung has been very aggressive when it comes to

advertisement
They were always able to tap best of the agencies to make

most appealing ads

Based on the analysis we infer that:

Internet and TV itself are the main channels for Samsung

to reach and impact their audience.
On the other hand, Dealers and Radio contribute less of
share

Advertisement Effectiveness
848586 1 2 3 4 5
8283
6 7
81
80
8
79
9
10
78
10
77
11
76
12
75
13
74
14
73
15
72
16
71
17
5
70
69
68
67
66
65
64
63
62
61

18
19
20
21
22
23
24
25
26
27

60
28
59
29
58
30
57
31
56
32
55
33
54
34
53
35
52
36
5150
37
3
8
4 94 8
39
4 74 64 54 44 34 24 14 0

AVERAGE RATING = 5.43

One Sample T - Test

HYPOTHESIS
Ho= Advertisement effectiveness mean rating is less

than 5
Ha =Advertisement effectiveness mean rating is not

less than 5

One Sample T - Test

P < .05 where p=.oo9

Therefore, We reject the Null Hypothesis

Hence, Mean Rating of advertisement > 5

Ad Effectiveness Analysis
Based on Radar chart analysis we infer that:

The average rating for advertisement comes out to be 5.43

which is consistent with the inference made regarding reach of
the brand

People tend to recall the advertisement when asked.

Samsung has been able to penetrate the different segments via

various channels in order to create a successful brand image in
the mind of consumers

Existing Customer Share

35

30

30

24

25

20

20
15
10

5
0

LG

Panasonic

Samsung

Sony

Customer Share Analysis

Sony certainly have an edge over Samsung as far as the

existing customer share is concerned.

LG is the other nearest brand to Samsung which is having

an equivalent share of consumers

Panasonic has been more of obsolete in sense of technology

Brand Characteristics
12

11

10

11

3
2

Brand Characteristics Analysis

Samsung/Sony:

Attractiveness

Brand Image

Samsung brand image is not as popular as Sony when it comes to

LCD/LED TVs

Price

They both offer same level of attractiveness to customers. User do

not have much trouble selecting amongst them based on looks.

Samsung TV is perceived to have value for money as compared to

Sony

Technical Features

Sony holds more features to offer than Samsung

Basic Television Utility

Total
400
350
300
250
200
150
100
50
0

311

345

301

327

265

Brand Television Utility Analysis

In terms of Utility, the respondents have given

connectivity as the most important criteria.

Energy Consumption is also a deciding factor to
select a brand.
Utilities like Full HD and Sound Quality stands at 3rd
and 4th position respectively.
While very less respondents expected 3D as a utility
in their Television system.

Brand Satisfaction of Existing Users

Sum of Satisfaction

Sum of Disatisfaction

90.00%
80.00%

80.00%

79.17%

73.33%

66.67%

7 0.00%
60.00%
50.00%
40.00%

33.33%

30.00%
20.00%

26.67 %
20.83%

20.00%

10.00%
0.00%

LG

Panasonic

Samsung

Sony

(Percentages calculated based on number of users per brand)

Brand Satisfaction Analysis

Samsung holds 1st position in terms of satisfaction

while Sony lags behind in this criteria.

LG stands at last position when it comes to Brand

Satisfaction.

Brand Dissatisfaction Factors

3.5

2.5

1.5

0.5

Brand Dissatisfaction Factors Analysis

Sony, despite of launching new models and having

an upper hand on technological side has received

Model Looks Obsolete as the main reason of brand
dissatisfaction among respondents.
Price is the main concern of buyers as far as
Samsung is concerned.
When it comes to Panasonic and LG the customers
are not satisfied with the quality of product they
offer.

Willingness towards Samsung

21%

No

7 9%

Y es

Pearson's chi-square test

Pearson's chi-square test

Willingness Towards Samsung

The effectiveness of advertisement and brand

penetration can be judged from the fact that almost

80% of the respondents were willing to purchase
Samsung products.

Consumer Buying Choices

Buy Leading Brand

10.47 %

19.7 7 %

46.51%

22.09%

Strongly Agree
Quality

9.30%

18.60%

36.05%

32.56%
Agree

After Sales Service

6.98%

Try New Products

12.7 9%

22.09%

39.53%

31.40%

26.7 4%

31.40%

Neutral

Disagree

22.09%

Strongly
Disagree
Value For Money

5.81%

0%

10%

20.93%

20%

39.53%

30%

40%

50%

27 .91%

60%

7 0%

80%

90%

100%

CONSTRUCT
What are the buying choices of Consumer??

CRONBACHS ALPHA TESTING (Reliability)

Buying Choices Analysis

Around 65% of respondents buy leading brand

television.
th of the respondents say that quality & value for
money are the most important factors.
After sales services of a brand effects Repurchase as
70% of respondents considers it necessary.
Consumer prefers to buy tried and tested products
instead of new products.

Where SAMSUNG stands

4.26
3.72

3.49

3.71

4.00
3.43

3.45

FACTOR ANALYSIS
PRINCIPAL COMPONENT ANALYSIS

Samsung Preference Based on Keywords

Sophisticated

24.42%

18.60%

23.26%

33.7 2%
Preference
4

Competence

31.40%

38.37 %

18.60%

11.63%
Preference
3

Excitement

12.7 9%

31.40%

31.40%

Preference
2

24.42%

Preference
1
Sincerity

31.40%

0%

10%

20%

11.63%

30%

40%

26.7 4%

50%

60%

30.23%

7 0%

80%

90%

100%

Samsung Preference Analysis

Samsung is considered to be a sophisticated brand as

55% respondents agree on this.

On competence factor, Samsung performs low.
On brand sincerity and excitement about new

products, Samsung is preferred by majority of

respondents.

Coming to Initial Hypothesis

Ho = Samsung is not a buying choice for LED/LCD

TV
Ha = Samsung is a buying choice for LED/LCD TV

WE INFER

Inference
Having established a proper channel connect with

the targeted customers , Samsung need to work on

the technological front in order to grab teksavvy
users attention by being a multi utility TV.
Proper pricing methodology must be inculcated

keeping in mind the pricing objective.

Samsung is able to fulfill the general utility factors

which a consumer wants to have in a TV

Limitations
No. of respondents were less than we estimated for

our research(86/120).
Time Constraint was there to do a detailed research.
Inaccurate responses.
Bias from respondent.
Store Owners were not interested in giving
responses.

Thank You!!
Research is to see what everybody else
has seen, and to think what nobody else
has thought.
Albert Szent-Gyorgyi