Assignment 2 Marketing Management

Topic:

Purchase of LED TV

Submitted To:
Miss. Sana Riaz
Submitted by:
Muhammad Usman Ali

(0364)

Haseeb Ali Pervaiz

(2120)

Waqas Umer

(2357)

BBA (Hons.) (6th Semester)

Section: D

Submission Date:

26th Oct 2015

Buying Process
1. Problem Recognition:
Need to buy a new LED TV for home and it was triggered and recognized by a
TV Advertisement (external stimuli) on the old LCD TV which sometimes fails to turn on.
That is how the decision was made to buy a new LED TV because it is energy efficient
and has better graphics than LCD TV.

2. Information Search:
After recognizing the need the information search starts depending on the
interest which brand is better than others. With the high interest, searched the websites
of each brands which are famous in the market e.g. Sony, Samsung, LG, TVC,
Panasonic, Changhong. Researched every aspects and specifications of the product on
the websites, everyone was better at something. Like, Features, Quality, Price,
Warranty and Reliability. Also referred to friends and relatives to ask their opinions that
what brand to purchase.

3. Evaluation of Alternatives:
At this stage the evaluation of different brands starts in terms of their attributes
that which brand has the ability to deliver the benefits that the customer is seeking.
Evaluation done of different brands based on the criteria in terms of Price, Features,
Reliability, Warranty, Display and Quality.

4. Purchase Decision
After the evaluation is was decided that LG is the best brand to buy, because it
offers better Display Quality. The decision was not disrupted by any situation.

5. Post-Purchase Behavior
Holding a positive feedback (Satisfied) and enhance usage, maybe brand loyal
and will also refer to friends and family.

Search Dynamics
Total Set: (Total number of brands chosen)

TVC
Panasonic
Changhong

Awareness Set: (Easily Available Brands)

Sony
Samsung
LG
Changhong

Consideration Set: (Consider buying)

Sony
Samsung
LG

Choice Set: (Chosen Brands to Compare)

Samsung
LG

Decision Set: (Finally Decided to Purchase)

LG

LG

ny
Samsung

S
o

Expectancy Value Model

LED Brands

Sony
Samsung
LG
Changhong
TVC
Panasonic

Display
(50%)
6
6
7
5
5
5

Reliability
(40%)
4
5
6
5
5
5

Attributes
Features
(30%)
6
6
5
4
5
5

Warranty
(20%)
5
6
6
5
4
5

Price
(10%)
4
5
5
8
6
6

Sony = 0.5(6) + 0.4(4) + 0.3(6) + 0.2(5) + 0.1(4) = 7.8

Samsung = 0.5(6) + 0.4(5) + 0.3(6) + 0.2(6) + 0.1(5) = 8.5
LG = 0.5(7) + 0.4(6) + 0.3(5) + 0.2(6) + 0.1(5) = 9.1
Changhong = 0.5(5) + 0.4(5) + 0.3(4) + 0.2(5) + 0.1(8) = 7.5
TVC = 0.5(5) + 0.4(5) + 0.3(5) + 0.2(4) + 0.1(6) = 7.4
Panasonic = 0.5(5) + 0.4(5) + 0.3(5) + 0.2(5) + 0.1(6) = 7.6

Perceived Risks

Functional Risk
No, Product performed to expectations.

Physical Risk
To some extent, Excessive use can affect health.

Financial Risk
No, Worthy Product.

Social Risk
No Social Risk involved.

Psychological Risk
It does not affect any mental health of the consumer.

Time Risk
Product is working as it supposed to be. So there is not time risk involved.