Consumers Preference Towards Different Brands of Color Television

Marketing Research
Mirsaid Mirsaidov #B0900383 Alisherbek Juraev #B0900417 Saidabbosxon Toshmatov #B0900384 Hojiakbar Isakhanov #B0900378

Outline
Introduction
Background

Body

Purpose of the Research Study the Management Decisions Marketing Research Problem Research Design Rationale Research Design

Conclusion

Summary

Background
The evolution of TV 1954 First color TV in the USA 1970 First appeared in Uzbekistan Most popular TV brands in Uzbekistan:
o o o o Samsung South Korean-based multinational company LG Second largest manufacturer of electronics Roison founded in 2002 in Uzbekistan Sony Japanese multinational company

 Purpose of the research:

Management Decision Problem

o Whether consumer preferences towards TV brands have changed

Selected brands for the research:

o o o o Samsung LG Electronics Roison Electronics Sony

 Research objectives:

Marketing Research Problem

o To determine which TV brands are most preferred

o To examine the attitude of consumers about TV brands o To identify the role of TV price in buying process o To determine the consumers perception of brand images o To find out the role of discounts on consumer choice o To discover how visual quality affects on consumers o To learn about the emotional consideration of consumers

Marketing Research Problem

Management decision criteria based on 4Ps of Marketing Mix:
o Product - Market share of Roison Electronics in contrast to that of Samsung and LG Electronics o Place Samsung and LG products are more widely spread o Price Although prices of Roison are competent, quality seems to be more important o Promotion What if analysis is recommended for Roison Electronics (if 40% of consumers are affected)

 Method of research Quantitative Type of survey in-person Place for survey Superstore of consumer
electronics

Research Design Rationale

Number of surveyed people 100 Recommendations for Roison Electronics based on survey results

Research Design
Based on survey results consumers have been classified as follows:
o o o o o Samsung LG Electronics Roison Electronics Sony Non-buyers

Research Design
Proportion of consumer categories:
Actual and Potential Consumers

Samsung - 35 Non-buyers - 26

LG - 25
Roison - 10 Sony - 4

Research Design
Summarized table showing marks given by consumers based on different factors:
Average Marks Given by Each Brand Consumers Total Average Factors Price Visual Quality Add-on Facilities Discounts Dealer Samsung 2 1 4 4.5 3.5 LG 2.5 1.5 3.5 4 3 Roison 1.5 3.5 2 1 4.5 Sony 3 2 4.5 4 4 Non-buyers 1 2 3 3 4.5 2 2 3.4 3.3 3.9

recommendations
Promotion and Ads Brand Loyalty 1.5 3 1 4.5 4.5 3 3.5 1.5 2.5 3 2.6 3

Field Work
Each group member surveyed 25 people Well-training has been ensured Pitfalls avoided:
o o o o Cheating Asking too many open-ended questions Randomness of questions Failure to understand our respondents.

Data Analysis and Materials Required

Averages calculated to obtain descriptive statistics Pie chart has been drawn using Excel Spreadsheet Table has been formed to show factors and average marks Materials use:
o Products, Product line, Advertising concepts, Display, Distribution channels, and Descriptions

Cost and Contractual Requirements

100 000 soums have been spent on:
o o o o Taxi Equipment Supplies Printing Materials

Future expenses are allowed Ownership of data by the group Responsible for ethics and liability issues

Timing
Time spent on the entire research is as follows:
Days 1-3 3-5 5-8 8-12 12-16 16-19 19-21 Activity Management Decision Problem Research Marketing Research Problem and Research Objectives Research Plan, questionnaire design and sample design Quantitative Research Data Collection Data Analysis Report Preparation

Summary
Purpose of the Research Study the Management Decisions Market Research Problem (MRP) Research Design Rationale Research Design Field work/Data collection Data Analysis and Materials Required Cost and Contractual Requirements Timing

Thank you!