Once again, the Toshiba checked that televisions are the Poles if they intend to buy new and what factors affect their purchasing decisions. An old CRT televisions often replace the unit with backlight LED.Podobnie like two years ago, most customers buy them in specialty shops, and a key criterion consider price. They look at most models costing from 1,500 to 3,000 zlotys screen diagonals up to 42 inches – according to a survey by TNS Polish conducted commissioned by Toshiba.
estimated that last year were sold in Poland, about 2.2 million new televisions (according to GfK). Of course, the biggest effect on such good results have two big sporting events – organized in our country’s Euro 2012 and the Olympic Summer Games in London. According to various estimates, in 2013 largely through the process of digitalization of terrestrial television sales from 1.9 to 2.4 million sets. Which will decide which models will consumers choose?
price first criterion
For the Poles, the primary criterion for the selection of a new receiver is still his price. Up to 64 per cent. of the respondents declared that if at that moment would decide to buy a TV, it would cost between 1500 and 3000, respectively. The more expensive models would opt for only around 23 percent. studied. Interestingly, half of them women new device przeznaczy?aby maximum of 2000 gold while the majority of women may spend Furthermore, and as much as 9 percent. have declared their televisions was interested costing over 5000 gold (for the price would decide only what hundredth woman).
amount of money that consumers can spend on purchases is combined with preferred diagonal screen. Frequently declared size is 40-42 inches. This type of tv perfect fit in almost any interior, it will give the impression of too much and too little. In addition, when you buy another receiver – tv on the diagonal easily find its application in other areas such as the bedroom, a children’s room or kitchen.
When you buy a television gentlemen greater consideration to size. Smaller TVs and to want women – almost half (45 percent.) Of them had chosen to screen size below 40 inches. Such size would choose only one third of the test male. Up to 30 per cent. screen will have at least a 43 inches (women – only 18 per cent.)
brand is still very important
When it comes to buying a TV, still one of the key elements of decision is the brand. As of December 2011, More than two thirds (68 percent). Respondents said that it is important to them or very important. Definitely while the number persons currently held firmly cast brand. In a previous study the proportion was only 3 per cent. Currently, as many as 49 per cent. respondents do not see any reasons to change the favorite television brand to another.
consumers attach greater so the selected manufacturers TV solutions they use and design. Also the manufacturers themselves seem to notice this trend to a greater extent than before putting on the unification of the appearance of products or services. Customer loyalty to the company is likely to pay off sales results that the temporary weakening have a chance to go back to last year’s levels – mainly due to the final phase of transition in Poland to digital TV.
market is still unsaturated
As the end of 2011, almost one third of respondents (30 percent.) is interested in buying a new TV for the coming year and 32 per cent. would like to do so in 2-3 years. These are often people with higher incomes. As many as 44 per cent. subjects whose declared income per household than 5000 PLN declares a desire to change within the next year more than a quarter from them (28 per cent). wants to do it for 2-3 years. In a previous study changes in the near future, declared just under third better earners and within three years – 69 percent. people with high incomes.
In the next year he wants to buy a TV every third respondent with an income per household from 3 to 5 thousand. gold – it’s almost the same proportion in December 2011.
main kind of TV sets owned by the Poles are constantly devices with LCD screens (liquid-crystalline). However, the evidence that consumers who decide to replace the old cathode ray tube TV (CRT) choose particular models with LED backlight LED. Percentage of such devices, which are used as the main tv in the house is now almost two times higher than in 2011 (respectively 23 and 12 per cent.).
It is clear that CRT monitors are exchanged almost exclusively on models with LED backlighting. Also looking at the Tenders manufacturers can be said that at present it is the most forward-looking hardware category. These CRT televisions gradually disappear from their homes Poles. In 2011, the TV was in the home of two out of five respondents, currently only less than one third (31 percent). Declare to have a CRT television.
Greater consideration purchasing TV
choosing the Poles generally run quickly, but the TNS study shows that, compared to December 2011, the purchasing decision time was extended. One in four test then declared that it would buy a new TV on the same day they decided to buying. Currently, the same day the TV buys only 18 percent. respondents. A larger number of consumers, namely one in five, with the purchase of abstaining for about a week (in 2011 – 15 per cent.). Time that is spent mostly on analysis offers models, sizes, features, consulted with friends.
When preparing to purchase the respondents most often use the information provided during a conversation with an advisor (51 percent.) and placed on the sides of the producers (42 percent).. But relatively few take into account the information presented in traditional media (information from television – 11 percent., The printed press – only 9 per cent.), Paying greater attention to the data found on blogs and forums (31 percent.). Nearly one-third of respondents consult a friend or family councils or information about the hardware acquires through search engine.
is also interesting that the Poles still prefer buying televisions in specialized stores, electronics retailers. Compared to the 2011 years the percentage of the consumers who purchased a new model TV is in this section sales increased by 3 points. percent.
What makes buying a specific model
As shown earlier, the main factors are the choice of screen size and price of the TV. Drop the importance of the opinion friends and published tests. As another important selection factors for their customers mention the type of screen, television specifications, power consumption and brand.
May not always be declared factors influencing the decision to buy coincide with the actual election Poles. The top tier declaration are high quality and so. value for money (the ratio of the quality of the product offered to the price).
In fact, a key role in the evaluation of the product plays a broad sense quality resulting from the same make. In spite of the declaration on energy efficiency has a layer latent a relatively low importance. It should also be noted that compared to the previous measurement, the role of television as we dream as seen by others and the feeling that the brand consumers feel just comfortable.
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