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

This report analyzes the consumer behavior of Sony LED 3D TV vs LG LED 3D TV using marketing theory. It provides insights on why consumers prefer Sony over LG and justifies the value proposition of both products. The report includes a summary table with a description of the marketing mix for both products and goals and objectives table with a description of the marketing mix for LG TV.

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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.

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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

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forms the main market place of the
organization.
TV on online platform and apart from
that they should sell those products from
Aristocratic showroom and shopping
malls
 Price- The price of the following
television has been set at $1600 on an
average in different markets.
 Price- In accordance with Irvine et al.,
(2011), the pricing of the TV that is
competing LG’s 55 inch 3D HD TV the
management of the business organisation
should consider on the pricing that LG
has kept for their particular product. For
competing in the market he’s not
necessary that the management of Sunny
should keep their pricing as much as low
they can but they should focus on one
thing that the product should be
affordable enough for their target
customers in order to experience greater
profitability.
2. Promotion- The Company has appointed
an eminent celebrity to promote the
brand on online and Television medium.
Apart from this the company has also
used different forms of other mediums to
market and promote the following
product.

 Promotion- For securing profitability and
productivity promotional works should
be given the highest priority by the
management of Sony. As stated by
Murala et al., (2010), in order to compete
with LG the management of Sony should
focus on advertising personal selling
promotion of sales and Public Relations
and as in today’s world the competition
in the market has become fierce. In this
particular case the management of Sony
should emphasize on using marketing
tools in order to effectively enhance the
promotional works of the business
organization.
Value Proposition of Nominated Product and Justification of Value Proposition
LG HD 3D TV is one of the best Televisions in its category and has a great demand for its
superior quality and a large range of modern features. The value proposition of any product can
be determined by three main characteristics namely;
 How can the product or service solve the problems?

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 The advantages of performing business operations with the company over the different
types of the competitors. What can be expected if the consumers purchase the products and services?
The particular Television promises to offer an integrated range of services that are technically
and commercially much more superior to other televisions in the same range. This includes the
likes of the 3d television features which enable the screening of modern 3d pictures and videos.
Apart from this the product can also Wi-Fi enabled and can support computer enabled systems.
Summary Table with Description of Marketing Mix for Nominated product
3. 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 forms the main market place of the organization.
4. Product- The product is a 55 inch LED 3D enabled television with multitasking features
that helps the organization to capture a massive amount of market share.
5. Price- The price of the following television has been set at $1600 on an average in
different markets.
6. Promotion- The Company has appointed an eminent celebrity to promote the brand on
online and Television medium.
Value Proposition of Competing Product and justification of Value Proposition
In the competitive market place of the modern world Sony has created an unique value
proposition of its own. The features of the following television is more or less equal in nature to
that of LG but its smart picture quality and capability to support all different forms of video

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formats and other types of different formats. The different advantages of Sony Bravia 55 inch
TV includes the likes of Wi-Fi enabled services, video support, inbuilt home theatre and most
importantly the brand value of SONY Televisions.
The value that is offered by the management of Sony television is seen to be much more
superior and advanced than that of LG as because the competitive product of the mentioned
company is much more superior than that of LG 55 inch TV.
Goals and Objectives Table with Description of Marketing Mix 100
Goals and Objectives of LG TV- The goal of the mentioned category of Television produced by
LG is to capture the South East Asian Market.