Insight into Consumer Decision Making
Insight into Consumer Decision Making for 3-D TV
Various media equip consumers to make side-by-side comparisons
of brands’ relative strengths (e.g., Consumer Re- ports,
bizrate.com, etc.). These comparisons are not acclaimed from the
manufacturer, but a third party, so they’re perceived as objective
and neutral. The table below (based on reviews at cnet.com)
compares 3-D televisions on a number of criteria. The attribute of
“crosstalk” (in the table) is not a good thing—it’s the ghost-like
double images that shadow some 3-D objects, depending on the
technology; hence, less is better. All the TVs are about 65” cur-
rently. The 3-D glasses must be purchased with each TV (the
technology is proprietary within firm and TV, so the Panasonic
glasses won’t work with the LG TV, for example). The glasses run
about $150 a pair.
Sometimes customers know just what they want: a particular
brand, or a particular feature. Sometimes their thought processes
are little more meandering. Some consumers are rather systematic
decision makers, such as when they follow a procedure that will
eliminate some alternatives by some criteria. Use the table below
to simu- late the thought processes of a consumer.
ONLY USE THE CHART IN IMAGE
Please answer below questions:
What TV do you think you would buy?
On what criteria do you think you based that decision?
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