TFC Info research shows that projector brand purchase consideration jumped for Epson, Panasonic, Sharp, and Sony this year
By Tanya Lippke
Jan 7, 2009, 12:05
Odessa, FLORIDA, -TFC Info, a worldwide leader in AV market research, has announced the completion of their annual projector brand benchmarking study called "TFC Info Projector Brand Customer Perception and Preference Study 2009."
The research, conducted in conjunction with AV Technology Magazine, measures projector brand strength among experienced projector users and purchasers in the five most important market segments in the AV industry.
In this year's installment, Epson, Panasonic, Sharp, and Sony are the most improved overall vs. last year when it comes to consideration: brands end users will always considered for purchase. Epson saw the most improvement this year in large corporations, InFocus and Panasonic posted the largest gains in consideration in SMB, Sony came in most improved among small offices/home users, and Sharp was the brand that showed the most improvement over last year in both the education and government segments. It is important to keep in mind that these are the brands that show the most improvement, and not necessarily the brands that are most considered. While this is very positive for these brands, as gains in purchase consideration are crucial, it is only one facet of brand strength.
While other top brands may not have posted the strongest improvements, they definitely cannot be overlooked. InFocus and NEC tie at the #1 spot as the most considered brand for purchase in large corporations and make the top three in other key market segments.
"The most traditional way to measure brand strength is aided and unaided awareness. This is a single dimension figure that is most appropriate for broadly-distributed brands with significant mass appeal. For niche companies, it is most helpful to look at which buyer segments your brand's strength falls in and what perceptions exist within those buyer segments of your brand," states Tanya Lippke, TFC Info manager of survey market research. "Awareness, Image and Intent are three main elements of brand strength that always need to be monitored. In this research, we show how individual brands perform on each of these important measures. This allows our readers to form a complete picture of where their brand is, and where their brand needs to go to stay competitive."
This extensive 370+ 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. This is the eighth year that TFC Info has conducted this projector brand tracking research.
This report analyzes:
- Unaided brand awareness
- Aided brand awareness
- What do customers think of when they think of your brand?
- Brands used
- Brand consideration set (Is your brand among a select group of brands considered first?)
- Superior brands (Is your brand always considered?)
- Inferior Brands (Is your brand never considered?)
- Buying criteria
- Importance rating of buying criteria
- Brand affinity (How strong is your brand strength on key purchasing attributes?)
- Brand associations (What type of projector use is your brand most associated with?)
- Brand image index (How strong is your brand compared to average and your competitors on important purchasing factors and affinity attributes?)
- Plus: Projector use and purchasing (How are projectors used in each market segment, what benefits are realized from using a projector, what are the downsides, how many hours are projectors being used, where are consumers getting information about projectors and brands, where are they buying most, who are the gatekeepers of purchase, does your brand measure up on the most important purchasing factors?)
- This report also includes graphs for each market segment that tracks the movement of top brands over the past four years in important areas such as: unaided and aided awareness and brand consideration.
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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