TFC Info's latest report reveals increased Epson brand strength and changing perceptions of projectors
By Tanya Lippke
Feb 4, 2010, 09:51
TFC Info today announced the release of its "Projector Brand Customer Perception and Preference Study 2010." In this year's instalment Epson is the most improved overall when it comes to consideration for purchase and some very interesting findings are also revealed with historical trend analysis in other important areas of projector perceptions and purchasing in the five most important market segments in the AV industry: large corporations, SMB (small and medium business), SOHU (small office/home user), education, and government.
Epson's positive gains throughout this report are parallel to its rising market-share dominance. Epson improved upon their brand awareness levels, their purchase consideration went up (driven by strong improvements in SMB, SOHU, and education), and their unit market share lead in the US is now accompanied by strong perceptions other than value. Other brands such as Dell, Eiki, NEC, Sharp, and Panasonic also show improvements in key market segments.
Awareness, Image and Intent are three main elements of brand strength that always need to be monitored. In this research, TFC Info shows how individual brands perform on each of these important measures and in comparison to other brands. This allows readers to form a complete picture of where their brand is, and where their brand needs to go to stay competitive.
This yearly tracking report also includes important charts which allow for sector analysis and detailed information on historical trends from 2006-2010.
"When looking at what experienced end users believe to be the biggest downsides of using and owning a projector many of the top problems have changed significantly over the years. Initial cost is down, whereas ambient light and repairs are trending up," states Tanya Lippke, TFC Info Manager of Survey Market Research. "Both trends reflect the continued decline in projector prices, as lower prices have brought in new customers with lower financial resources. This is seen in the extent to which each segment rates projector downsides differently. Ambient light problems come up very high for small office and home users, but lowest for large corporations. This is likely due to proper conference rooms vs. home use. Repair costs worry education and small office and home users due to their lower budgets and less experience with cost of ownership, while initial cost is mostly felt by small office and home users."
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This extensive 380+ page report reveals detailed customer insights and analysis that will help manufacturers to build and sustain an advantage in the marketplace. Consistent, repeatable, scientific tracking to gauge the progress and impact of brand marketing is extremely important in today's competitive marketplace. Knowing and analyzing each aspect of what experienced individuals in each of these market segments think of your brand - positive or negative - is the most basic of all strategic marketing needs.
For a complete brochure and outline of this study, or for more information on purchasing, please contact Tanya Lippke, Manager of Survey Market Research, at (207) 783-0055 or tmlippke@tfcinfo.com.
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