The Changing Dynamics of Consumer Demands - Case Study Example

Consumer Product As agreed upon the terms and conditions for our consumer product report, I am here by submitting my report entitled The Comparison of Sony’s BRAVIA KDL60EX720 46 inches 3D LED TV with that of Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV. This report identifies the pros and cons of purchasing a Sony BRAVIA KDL60EX720 46 inches 3D LED TV against the pros and cons of same products offered by Samsung and Philips. This research would help the readers to identify why Sony’s LED TV is better than Samsung and Philip’s LED TVs. I hope that you are going to find this report satisfactory and up to your required standards. Sincerely yours, Name Faculty. Address Enclosures. Contents Contents 2 Introduction 3 Background to the Study 3 Research Aim 5 Significance of the Study 5 Methodology Applied 5 Findings 6 Primary Findings: Interview with a User 6 Primary Findings: Interview with a Sales Person 7 Primary Findings: Interview with a Technician 8 Secondary Findings 8 Summary of the Findings 9 Conclusion and Recommendation 10 References 11 Appendix-1: Interview Guideline for User 13 Appendix-2: Interview Guideline for Sales Person 14 Appendix-2: Interview Guideline for Technician 15 Introduction This research study is aimed at comparing a model of Sony TV with that of Samsung and Toshiba in order to facilitate the buying decisions needed to be made by the customers. For this reason, the researcher will utilize an interview guideline to conduct primary research and would take help from secondary sources to affirm the findings of the primary research. Background to the Study The development in technology and the globalization of resources and businesses has urged organizations to align t heir operational activities with that of pace of other businesses. This is because, to stay alive in the market place, organizations need to provide technologically driven and up to dated solutions to the requirements of customer, so that they stay loyal to the businesses. In this scenario, organizations engage themselves in business processes which ensures that every now and than, business come up with a new and innovative product idea, which outmatches the products of same product category of competitors (Herrick, 2007). In case of electronic appliance and gadget manufacturers, need for innovation and creativity increases as these manufacturers are perceived to be providing high quality technological gadgets that make customers’ life easier. Televisions were first introduced into the commercial market in late 1920s and since than, they have transformed into many forms, i.e. from simple cathode ray tube device to LCDs and than to LEDs. Televisions are undoubtedly the most purchased and utilized electronic device in the world and are used for communicating with the world through moving images (Bellis, 2012). The changing dynamics of consumer demands and preferences, along with the changing dynamics of the television manufacturing industry, has proved to be working as a catalyst in speeding up the process of introducing new and innovative television sets to the market. Additionally, the rapid changes in technological aspects of television manufacturing and industry structure makes television manufacturers face enormous challenges in the integration of their value chain activities. Moreover, the bigger challenge arises on customers’ sides that are looking for more facilitating solutions to fulfill their requirement to stay connected to the rest of the world through television, and at the same time, looking for television that provide them real time image and provide picture quality that makes them feel if they are being a part of the scene they see on televisions (Gage & Pizzi, 2010). A number of quality television manufacturers dominate world’s television market. Among these manufacturers, some of the big names are Sony Corporation from Japan, Toshiba from Japan, Haeir from China, Samsung from South Korea and Lucky Goldstar (LG) from South Korea. These organizations along with others provide quality and innovative television sets to the customers and are consistent with offering new models every 6 months or year. This is the reason that it becomes essential for customers to understand the pros and cons of each and every television set in the market, so that they know which television set they should purchase (Gao & Tisdell, 2004; Ling & Patricia, 2005). This research study is an attempt to provide a detailed comparison of Sony’s BRAVIA KDL60EX720 46 inches 3D LED TV with that of Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV. This comparison is developed to facilitate customers in order to assess why Sony’s LED is a better or bad selection against Samsung and Philips’s LED TV which would ultimately help them to decide which television model they are going to purchase. Research Aim The aim of this research study is to develop an understanding of how one consumer product of a producer is better than the other consumer product of same category but produced by some other producer. Significance of the Study The assessment of literature available on consumer’s preferences for purchasing television reveals the fact that the researched literature majorly focuses on certain attributes of a television set of particular brand or these researches explained the technological development in the television manufacturing industry. The researcher in present study strives to build up a comparison between Sony’s LED TV with that of Samsung and Philips’s LED TV in order to facilitate the consumer purchasing process. Therefore; this research work will be different from the past researches and will be interesting for readers as it provides complete product profile of above mentioned brands of television manufacturers. Methodology Applied In order to achieve the goals and objectives of this research study, the researcher is going to utilize a qualitative research methodology as it is helpful in manipulating the gathered primary data for reaching conclusive results. Qualitative research methodology also supports the assessment of validity and reliability of research questions and problems. As this study focuses on providing comparison of a consumer product, the qualitative methodology is justified as it emphasize on extending the findings of studies conducted in past, and at the same time, presenting new aspects of the subject under study (Marlow & Boone, 2011). The researcher has utilized purposive sampling technique in order to conduct interviews from the sample and test the research questions through the assessment of responses collected from the respondents. Purposive sampling is a non-probability sampling technique, which enables the researcher to select a sample on the basis of requirement of the research study (Fuller, 2009). To gather data for primary research, the researcher has developed a separate interview guideline for respondents. There are three respondents selected for conducting the interviews, i.e. an owner of Sony LED TV, a Sales person in a Sony Franchise and a Sony LED TV Technician. The responses collected against interviews will be assessed on the basis of thematic analysis as it enables researchers to adapt themes prescribed by past researches for evaluating the quality of responses and inferring the conclusive results for the research work (Aronson, 1994). The researcher will also use secondary sources of information for providing evidences that the primary information provided is valid and realistic. The secondary sources of information that are used by the researcher include online and offline published scholarly articles, books, newspapers, human resource research papers, journal articles, company reports and other published and available sources (Hair, 2006). Findings Primary Findings: Interview with a User The interview with a user revealed that the information provided to him before he purchased the Sony Bravia KDL60EX720 were not accurate. The respondent said that it was provided on Sony’s website that this model is 240 Hz, but actually the LED TV is 120 Hz. Besides this misinformation, the respondent is of the view that the TV offers better quality 3D projection, high quality LED side-lit LCD screen, better options for configuring the picture quality and appearance as compare to Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV. When the respondent was asked to compare to the prices of Sony’s LED with that of Samsung and Philips’s, the respondent answered that the prices are slightly higher for Sony’s LED, but given the performance and picture quality it delivers, the price difference is insignificant. Moreover, the respondent provided his suggestions that Sony should improve the quality of picture and options available when it comes to 3D computer gaming on the television set. Primary Findings: Interview with a Sales Person The interview with the sales person of a Television shop was conducted at a Sony franchise. The sales person was of the view that Sony’s LED TV is far better than Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV as it provides a real time picture quality and better 3D projection. The sales person also said that he is not going to recommend Sony’s LED for 3D gaming due to the limitation of the frame rates while using 3D mode on this model of Sony’s LED range. The sales person suggested that customer should purchase Samsung’s UN46EH6000 LED TV for 3D gaming as it provides better frame rate than LG and Sony. Besides, Sony’s prices are justified due to high quality, long lasting performance, availability of parts and high quality hardware and software components installed in Sony’s KDL60EX720. While concluding the interview, the sales person suggested that Samsung and LG offers less warranty time as compare to Sony, i.e. Sony offers 2 years warranty of parts, whereas Samsung offers 1 year warranty and LG offers 6 months warranty. Primary Findings: Interview with a Technician The interview with a Sony’s TV technician was conducted at a local workshop. The technician of LED TVs is of the view that parts and accessories for Samsung and LG LED TV are hard to find. This is due to the reason that Samsung and LG thinks that local producers of LED TV parts will copy the original parts and will enter into market with low quality LED TV parts which would distort the image of these companies. Moreover, the availability of low quality copies of parts would also provide customers reduced product life. On the other hand, Sony’s parts are widely available in the market, and to ensure quality and that the parts are not copied, Sony’s have a proper mechanism which distinguish original parts with the copied parts. While responding to another question which intended to identify the best features of Sony’s KDL60EX720, the technician is of the view that the remote is perhaps the best feature of this product as it carries some handy and facilitating buttons. Moreover, the USB support, the glowing picture quality, sound quality and better pixels clearly distinguish Sony’s KDL60EX720 from Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV. Secondary Findings The evaluation of a review for Sony’s KDL60EX720 LED TV by a user reveals that the TV is best for those who want high quality side-lit LED screen. Moreover, it provides 1080 P 3D capability to the users with sharp colors and vibrant contrast. It has a built-in 3D transmitter, which saves significant amount for money in case they have to buy an external 3D transmitter. One constraint that the user pointed out is the quality of 3D effects, which can only be seen at their best when the user watches a Blu Ray 3D picture (Osment, 2011). On the other hand, while reviewing Samsung UN46EH6000 46 inches LED TV, Sanwa (2012) suggests that the TV is not worth its price and the picture quality is also not up to the standards. Moreover, the sound quality also seems to be a little held back as compare to other options available in the market and the 3D projection is not good as Sony but better than LG and Phillips. Talking about Philips’s 46PFL4706/F7 46 inches LED TV, Fandorin (2012) provides that the TV’s only best feature is its picture quality. Besides, the sound quality and Wi-Fi media connect is worst ever offered by Philips. Summary of the Findings The primary and secondary findings helps the researcher to infer that the only con of purchasing a Sony KDL60EX720 LED TV is the disability of TV to project good 3D picture, until and unless the user is watching a Blue Ray 3D picture. Moreover, the wrong marketing of TV that it is a 240 Hz LED screen might prove to be an obstacle but the overall evaluation of data gathered suggests that this LED is far better than Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV. The picture quality, sound and additional features that Sony’s KDL60EX720 LED TV offers makes the customer forget about the high prices that they pay as compare to the prices offered by Samsung and Philips for the same products. Conclusion and Recommendation The research conducted is helpful in recommending a better consumer product to the readers with the help of comparison of three LED screens of same category but offered by different brands. The results gathered help the researcher to recommend to its readers that Sony’s KDL60EX720 LED TV is a premium priced LED TV which might seem to be highly priced as compare to Samsung and Philips, but the quality and availability of parts and the better ability to project 3D images makes KDL60EX720 LED TV best choice available to the customers. References Aronson, J. (1994). A Pragmatic View of Thematic Analysis. Retrieved April 1, 2012, from www.nova.edu: http://www.nova.edu/ssss/QR/BackIssues/QR2-1/aronson.html Bellis, M. (2012). Television History - Cathode Ray Tube. Retrieved April 4, 2012, from http://inventors.about.com/od/cstartinventions/a/CathodeRayTube.htm Fandorin. (2012, March 1). Customer Review. Retrieved April 4, 2012, from http://www.amazon.com/review/RYWA1MSZ13HQQ/ref=cm_cr_pr_viewpnt#RYWA1MSZ13HQQ Fuller, W. (2009). Sampling Statistics. New Jersey: John Wiley & Sons, Inc. Gage, T., and Pizzi, E. (2010). Television Manufacturing Wars of Today & Industry Battles of Tomorrow . Mary Land: Marconi Pacific LLC. Gao, Z., and Tisdell, C. (2004). Television Production: Its Changing Global Location, the Product Cycle and China. Brisbane: The University of Queensland. Hair, J. F. (2006). Marketing Research Within A Changing Information Environment. New Delhi: Tata-McGraw Hill. Herrick, S. (2007, January 5). Creativity and Innovation – Five Impacts from Globalization. Retrieved April 4, 2012, from: http://cuberules.com/2007/01/05/creativity-and-innovation-five-impacts-from-globalization/ Marlow, C., and Boone, S. (2011). Research Methods for Generalist Social Work. California: Cengage Learning. Osment, J. M. (2011, April 1). Customer Review. Retrieved April 4, 2012, from http://www.amazon.com/review/R2R4TN73C4IDTX/ref=cm_cr_pr_viewpnt#R2R4TN73C4IDTX Sanwa. (2012, March 15). Customer Review. Retrieved April 4, 2012, from http://www.amazon.com/review/R2BST37APFGY8X/ref=cm_cr_pr_viewpnt#R2BST37APFGY8X Wei Ling, L., and Patricia, T. (2005). Formatting and Change in East Asian Television Industries: Media Globalization and Regional Dynamics. Brisbane: Creative Industries Research and Applications Centre Queensland University of Technology. Appendix-1: Interview Guideline for User Name: Age: Gender: Location: Q1: How do you define your experience with Sony BRAVIA KDL60EX720 46 inches 3D LED TV? Q2: Can you provide a comparison between Sony’s BRAVIA KDL60EX720 46 inches 3D LED TV with that of Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV? Q3: Are you satisfied with the price you paid for Sony BRAVIA KDL60EX720 46 inches 3D LED TV? Can you provide a comparison of prices between Sony’s BRAVIA KDL60EX720 46 inches 3D LED TV with that of Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV? Q4: Your concluding remarks for Sony BRAVIA KDL60EX720 46 inches 3D LED TV. Appendix-2: Interview Guideline for Sales Person Name: Age: Gender: Location: Q1: How do you see Sony’s BRAVIA KDL60EX720 46 inches 3D LED TV as compare to Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV? Q2: Do you think that the prices of Sony BRAVIA KDL60EX720 46 inches 3D LED TV are justified against the prices of Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV? Q3: Your concluding remarks for Sony BRAVIA KDL60EX720 46 inches 3D LED TV. Appendix-2: Interview Guideline for Technician Name: Age: Gender: Location: Q1: Do you think that the parts of Sony’s BRAVIA KDL60EX720 46 inches 3D LED TV are readily available as compare to Samsung’s UN46EH6000 46 inches LED TV and Philips 46PFL4706/F7 46 inches LED TV’s parts? Q2: In your opinion, which one is the best and why: Sony’s BRAVIA KDL60EX720 46 inches 3D LED TV Samsung’s UN46EH6000 46 inches LED TV Philips 46PFL4706/F7 46 inches LED TV’s parts? Q3: Your concluding remarks for Sony’s BRAVIA KDL60EX720 46 inches 3D LED TV? Read More