You are on page 1of 6

Sony Bravia

25-44 SEC A M/F

Objective
What drives a consumer to buy an LCD?

I. Consumer Research
II. Market Information
III. IRS & TAM

Sample size – 100 (Both; owners and intended buyers)

1. Buying behavior
2. Role of women
3. Purchasing pattern
4. Influencers
5. Needs/ Expectations
6. Big event influence
7. Role of advetising

• Which products drive category growth?
• Which categories drive store growth?
• Which categories drive department growth?
• Where are the retail opportunities for my category?
• How does my category perform by retail banner?

• What are my market shares and trends?
• How are my brands performing compared with my competitors?
• How important is private label to my buyers?
• How successful are my competitors at building volume and loyalty?

• What other categories interact with mine, and which are important?
• What cross category opportunities are there?
• How loyal are category buyers?

• How does my price compare with competitors’ prices?
• What is my share of space compared with my competition?
• What is the relevance of private label to my competitive position?
• N
• How are my stores performing compared with the marketplace?
• Which consumers are choosing my stores?

• Which consumers are choosing my competitors’ stores? • Do all my stores have the right set of products for their markets? • B • Are consumers loyal to a size/form/flavor? • What line extension should be considered? • Are consumers loyal to a manufacturer? • How loyal are frequent category buyers? • C • What else do consumers buy – categories and brands? • What is mix of basket per purchase? • What other brands are important alternatives? • C • What categories attract consumers to a store? • How does pricing and promotion affect store loyalty? • What is the impact of frequent shopper programs? • How is consumer loyalty influenced by private label products? • C • How are different promotion mechanics driving incremental brand volume and profit? • What is the optimum level of discount to achieve volume/profitability objectives? • To what extent does display enhance promotion effectiveness? • Are there key times of the year when promotions are more effective? • How does the length of promotion influence its effectiveness? • How much cannibalisation across the portfolio occurs when items are promoted? • What is the worth of historical promotional activity? • C • What are the unconscious category drivers? • How do consumers experience your brand versus the competitors? • What personality traits does your brand exhibit? • .

What do you see as the difference it brings to you? 7. How did you decide? 10.Are you looking at buying another one? 15.Why not those brands? 12. Why did you choose this brand? 9.If no then why not? . Was it a firm decision or just a thought? 5.If yes then which one will you buy this time? 16.Does price play an important role? 13. Lifestyle – Tick against the activities you relate to  Holidays abroad  Gyms and Spas  3 Most watched TV Channels  Most read newspaper  Most visited website  Most used electronic appliance at home  Movie watching habits?  Friends or relatives gather over TV Programs?  TV is placed in which part/s of the house? 2. Which brand do you own? 8. Do you own other television sets too? 6.1. Why did you buy it? 4. Do you own an LCD? – Yes 3.Do you remember any advertisement of LCDs? 14.What other brands are you aware of? 11.

Where did you buy it from? 18.WOM? 26.What do you now feel the need for in your television and why? 23.17.Was there a conflict of choice? 21.What do your friends own? 27. Lifestyle – Tick against the activities you relate to  Holidays abroad  Gyms and Spas  Heavy internet  Heavy TV  3 Most watched TV Channels  Most read newspaper  Most visited website  Most used electronic appliance at home  Movie watching habits?  Friends or relatives gather over TV Programs?  TV is placed in which part/s of the house? .Who took the final decision? 20.Does the brand name make a difference? 25.Do you go for popularity of brand or features? 24.Did that matter when you took the decision of buying? 28.What were you looking for? 22.Did you buy it keeping in mind some fore coming television event or festival? 19.Are you looking at buying the 3D TVs? 1.Which source do you use to seek information? 29.

Are you looking at buying the 3D TVs? .Will that matter when you take the decision of buying? 25.2.What other brands are you aware of? 11. Why will you buy it? 4.WOM? 23.Do you expect a conflict of choice? 18. Do you own an LCD? – No.What do your friends own? 24.What are you looking for? 19.What do you now feel the need for in your television and why? 20.Who will take the final decision? 17. Which brand would you like to own? 8.Does the brand name make a difference? 22.Does price play an important role? 13.Will you go for popularity of brand or features? 21.Which source do you use to seek information? 26. What do you see as the difference it shall bring to you? 7.Why not those brands? 12. Why would you choose this brand? 9. Why will you not buy it? 5. How would you decide? 10.Do you remember any advertisement of LCDs? 14. I am considering buying it? 3.Will you buy it keeping in mind some fore coming television event or festival? 16.Where will you buy it from? 15. Do you own other television sets too? 6.