ASSIGNMENT PRESENTATION.pptx

8/2/2019 ASSIGNMENT PRESENTATION.pptx

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Consumers Preference

Towards Different Brands ofColor Television

Marketing Research

Mirsaid Mirsaidov #B0900383

Alisherbek Juraev #B0900417

Saidabbosxon Toshmatov #B0900384

Hojiakbar Isakhanov #B0900378


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Outline

Introduction Background

Body

Purpose of the Research Study theManagement Decisions

Marketing Research Problem Research Design Rationale Research Design

Conclusion Summary


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Background

The evolution of TV

1954 First color TV in the USA

1970

First appeared in Uzbekistan Most popular TV brands in Uzbekistan:

o SamsungSouth Korean-based multinational company

o LGSecond largest manufacturer of electronics

o Roisonfounded in 2002 in Uzbekistano SonyJapanese multinational company


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Management Decision

Problem Purpose of the research:o Whether consumer preferences towards TV

brands have changed

Selected brands for the research:o Samsung

o LG Electronics

o

Roison Electronicso Sony


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Marketing Research

Problem Research objectives: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


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Marketing ResearchProblem

Management decision criteria basedon 4Ps of Marketing Mix:

o Product -Market share of Roison Electronics in contrast tothat of Samsung and LG Electronics

o Place Samsung and LG products are more widely spread

o PriceAlthough prices of Roison are competent, qualityseems to be more important

o Promotion What if analysis is recommended forRoisonElectronics (if 40% of consumers are affected)


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Research Design

Rationale Method of research Quantitative Type of survey in-person

Place for survey

Superstore of consumerelectronics

Number of surveyed people 100

Recommendations for RoisonElectronics based on survey results


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Research Design

Based on survey results consumershave been classified as follows:o Samsung

o LG Electronics

o Roison Electronics

o Sony

o Non-buyers


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Research Design

Proportion of consumer categories:

Actual and Potential Consumers

Samsung - 35

Non-buyers - 26

LG - 25

Roison - 10

Sony - 4


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Research Design

Summarized table showing marksgiven by consumers based on differentfactors:

Average Marks Given by Each Brand Consumers TotalAverage

Factors Samsung LG Roison Sony Non-buyersPrice 2 2.5 1.5 3 1 2Visual Quality 1 1.5 3.5 2 2 2Add-on Facilities 4 3.5 2 4.5 3 3.4Discounts 4.5 4 1 4 3 3.3Dealer

recommendations3.5 3 4.5 4 4.5 3.9

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


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Field Work

Each group member surveyed 25people

Well-training has been ensured

Pitfalls avoided:o Cheating

o Asking too many open-ended questions

o Randomness of questionso Failure to understand our respondents.


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Data Analysis and

Materials Required Averages calculated to obtain descriptivestatistics

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


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Cost and Contractual

Requirements 100 000 soums have been spent on:o Taxi

o Equipment

o Supplies

o Printing Materials

Future expenses are allowed

Ownership of data by the group Responsible for ethics and liability issues


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Timing

Time spent on the entire research is as follows:

Days Activity1-3 Management Decision Problem Research3-5 Marketing Research Problem and Research Objectives5-8 Research Plan, questionnaire design and sample design8-12 Quantitative Research12-16 Data Collection16-19 Data Analysis19-21 Report Preparation


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Summary

Purpose of the Research Study the ManagementDecisions

Market Research Problem (MRP)

Research Design Rationale Research Design

Field work/Data collection

Data Analysis and Materials Required

Cost and Contractual Requirements Timing


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Thank you!

ASSIGNMENT PRESENTATION.pptx

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