Consumer Behavior Analysis: Sony LED 3D TV vs LG LED 3D TV

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MARKETING MANAGEMENT
Consumer Description Structured using Marketing Theory
One of the most important, aspects of marketing understands the decision on why do the
consumers of the different products makes decisions over that particular product. It is very much
important to get an idea on why the consumers choose a particular product over another product.
The aim of this particular report is to get an idea about why the consumers will choose the Sony
LED 3D TV over the preferred LG LED 3D TV. The traditional approach or the traditional
research paradigm can be used in this particular example. This includes the concentration on the
product attributes and the basic benefits of the particular product. It is seen that the product
offered by SONY has a lot of other different types of advantages including the likes of special
Wi-Fi enabled technologies, smart pictures and many others as such.
Key Insight regarding Consumer Behavior
Each and every organization has the main focus to keep a tab on the Consumer behavior
and make sure that the organization can fulfill all the different choices and needs of the
consumers. It is important for the organization to make sure that the organization can fulfill all
the demands and the choices of the consumers. In this particular case the marketing team has
seen that the nominated product though advanced in many different ways like good picture,
better sound and a many other different things, the competitive product of Sony is liked mostly
by the consumers because of the brand reputation of Sony Bravia Television and its high quality
picture and sound.

2
MARKETING MANAGEMENT
Justification of Consumer insight using Theory
The generation and use of consumer insight in marketing decisions is not clearly
understood. The management of LG uses the motivation need theory to be the best in the
business. The following theory highlights not only on the bringing of awareness to a particular
product through successful form of marketing but also to bring a certain level of awareness to the
product and also establish its place somewhere in the hierarchy of different needs. On the other
hand the competing product will be conducting their marketing based on Hawkins’s Stern
Impulse theory which will enable the organization which establishes different types of buying
impulses. The impulse buying theory will present an ocean of opportunities for the marketers of
Sony.
Concepts from Marketing Theory and Evidence from Analysis
Marketing is a continually evolving discipline and as such can be one of the particular
companies that find themselves left very much behind the competitions if they stand still for too
long. A particular example of the following evolution is the fundamental changes to the basic
forms of the marketing mix theories. The companies mentioned in this particular example use the
7P’s of marketing mix.
LG 3D TV SONY 3D TV
 Product- The product is a highly superior
category product that fits the modern
demands of the customers.
 Product- The following product is a bit
superior than that of LG because of some
of its superior characteristics.
1. Place- The management of LG has made
the product available at all the leading
market where the company is
operational. Asia has been set as the
main target area of the company as the
expanding economy of the Asian market
especially the South East Asian countries
 Place- Place is another integral aspect of
the marketing mix as the product that
Sony is trying to offer the target
customer base should be sold from the
central part of the cities to attract the
target customers. For this particular case
the management of Sony should sell the