Consumer Experience: Panasonic vs. Hitachi Store Comparison Report

This report provides a comparative analysis of consumer behavior observed in two electronics stores: Panasonic and Hitachi. The study examines various factors influencing customer experiences, including the store environment, product displays, and the behavior of sales staff. The report highlights differences in store layout, product presentation, and employee interactions, noting that Panasonic's store had a more favorable location, larger space, and a greater display of products, while Hitachi's store emphasized the display of select models and better product knowledge among staff. The report also incorporates findings from a mall survey, revealing that customers were drawn to Panasonic's welcoming environment but found Hitachi's staff more helpful in product understanding and after-sales service. The conclusion emphasizes the importance of multiple factors in achieving customer satisfaction, such as store location, product display, and staff communication, ultimately influencing purchasing decisions and brand perception.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of Student
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Author Note

1CONSUMER BEHAVIOR
Introduction
It is to be monitored that consumer satisfaction is one of the most important factors of
marketing and advertising strategies that are to be taken up by an organization. In this regard
it is to be mentioned that in order to meet the demands and needs of the customers
organizations adopt multiple strategies that can enable them to come up with effective paths
towards consumer satisfaction. It is also to be mentioned that in order to ensure long term
sustenance and maintain the continuous growth of the organization, consumer satisfaction is
to be regarded as highly important. Moreover, it has been monitored that the organizations
that are not capable of maintaining customer satisfaction tends to fail in gaining competitive
advantages. Hence, it is easily understandable that the process of consumer behavior and
satisfaction is highly significant and crucial to the long term sustenance of an organization
(Cohen, Prayag and Moital 2014). The report hence will focus on the difference of
experiences that have been obtained after visiting the two different showrooms of these
companies. In this regard, it is to be mentioned that Hitachi and Panasonic are two different
organizations that have been selected in order to analyze the difference between the customer
experiences that can be obtained while purchasing products.
Overview
Panasonic Corporation is one of the most renowned manufacturer of electronics goods
that has its headquarters in Kadoma and Osaka, japan. The organization was established and
started to operate in the year 1918. At present the organization is regarded as world’s fourth
largest manufacturer of televisions. It can be noticed that the organization is one of the major
organizations in the country (East et al. 2016). In order to analyze the present scenario of the
organization and the strategies that the organization has taken up in order to meet the demand
of the customers and obtain customer satisfaction is to be analyzed.

2CONSUMER BEHAVIOR
Another organization that is to be taken into consideration is Hitachi. It is to be
noticed that similar to Panasonic, the organization has been started to operate in Japan. It is to
be mentioned that the organization has started to operate in the year 1910. At preset the
organization is operating as a multinational conglomerate that specializes in manufacturing
and selling various electronics products. Presently the organization is ranked as the 38th in the
report produced by Fortune Global 500 (Foxall 2014). The strategies that have been taken up
by the organization are hence too be analyzed in order to obtain a clear view of the present
scenario of customer satisfaction.
Hence, two stores of these two brands have been visited and the customer experiences
of these two stores are to be analyzed. In this regard it is to be mentioned that the both these
stores are located inside a mall. Moreover, both of these stores are visited with the aim of
buying a 32” LED television set. Hence, in the following section the overall experiences of
these two purchases are to be analyzed.
Environment
After entering into both of these stores the primary factor that has grabbed the
attention is the environment of these two stores. In this regard it is to be mentioned that the
store o Hitachi was located at an end of the floor. Hence, it is less visible to the customers. In
contrast to it, the store of Panasonic is located in a favorable position. The store can be easily
visible from a distance (Bamossy and Solomon 2016). Also it has been monitored that the
Panasonic store was comparatively bigger than the Hitachi store. Moreover, after entering
both of these stores it has been monitored that the store members of Panasonic were more
welcoming and cordial towards the customers than that of the store of Hitachi. In addition to
this it has been monitored that the Panasonic store has greater display of products. These
factors are highly important as they tend to great impacts on the purchasing process of the
customers.

3CONSUMER BEHAVIOR
Products
It is to be noticed that the organizations have taken up different strategies and
practices regarding the display of the products in the stores. It has been noticed that while the
store of Panasonic TV has greater display of products, the Hitachi store has displayed
selected and best models. In this regard it is to be mentioned that greater display of products
end to be favorable in order to gain customer satisfaction (Gunter and Furnham 2014).
However, it can also be said that by applying the strategy of displaying the best models of the
company is helpful in grabbing the attention towards the best features and advanced
technologies that the company has implemented. In addition to this, it is to be mentioned that
the advanced technologies that are used in the products are also to be analyzed. In order to
analyze the factors that grab the attention of the customers to a great extent. In this regard, it
is to be mentioned that by analyzing and reviewing the features of the products it can be
understood that the products manufactured by Panasonic are more technologically advanced
and have better features (Rani 2014). Hence, it can be understood that the products
manufactured by Panasonic will grab more attention of the customers.
People
Another important factor that influence customer satisfaction to a great extent is the
people or more specifically the employees of the organization. In order to analyze the
customer service of Panasonic and Hitachi it can be said that a detailed analysis of employee
behavior and efficiency are also to be analyzed (Schütte and Ciarlante 2016). It has been
monitored that the store members of Panasonic are more cordial and welcoming than the
members present at the Hitachi store. However, it has also been noticed that the store
members have shown significant efficiency while explaining the features and different
functions of the products. In addition to this it is to be mentioned that the employees were

4CONSUMER BEHAVIOR
well aware of the technological advancements that are being adopted by the organizations.
Moreover, it is to be mentioned that the process of explaining and analyzing the product
features are highly important in order to achieve customer satisfaction (Gifford and Nilsson
2014). It has been noticed that the staff members of Hitachi were highly efficient in
demonstrating the usage of the products along with the services that are available after
purchasing the products. In this regard, it is to be mentioned that the staff members of
Panasonic were reluctant to explain the aftercare and services that are available after
purchasing the televisions from the store. It has been noticed that the staff members were
keener in explaining the advanced features and technologies that can be obtained after
purchasing the products.
Mental Responses
Along with the analysis of the environment of the store and the efficiency of the staff
members present in the stores, analyzing the psychological responses of the consumers that
are aiming at purchasing television sets from any of these two stores. In order to understand
the feedbacks and views of the potential consumers of these two stores, a survey has been
performed in the mall. It has been noticed that the consumers are more willing to visit the
stores that is situated at a favorable position and has bigger space (Spurling et al. 2013). In
addition to this, it has been noticed that after visiting the Panasonic store the majority of the
customers showed lack of understanding regarding the product specifications and after
purchase services that they can obtain after buying Panasonic televisions. However, they
were impressed with the greater display of products in the store. In contrast to it the
customers who visited the television store of Hitachi have shown greater understanding of the
product description, usage and after purchase services that can be obtained after purchasing
the products. It has also been monitored that the customers have shown greater abilities of
interpretation of the features and advanced technologies that have been analyzed to them by

5CONSUMER BEHAVIOR
the staff members of Hitachi (Horner and Swarbrooke 2016). As a result of the greater
understanding of the products, the customers who visited the Hitachi store were more willing
to purchase the television sets from the Hitachi store. However, it is to be mentioned that the
customers showed greater interest in observing more models of television. In this regard it is
to be mentioned that the attitude of the customers depends significantly on their first
impression regarding the stores play significant roles in deciding the consuming attitudes of
the potential buyers (Steg et al 2014). As a result, it has been noticed from the survey that due
to the greater reception and communication of the employees present in the Panasonic store,
the customers were more willing to visit the shop and purchase. Another factor that has
created a great impact on the process of grabbing the attention of the customers is the
feedbacks that they obtained from the previous customers of both stores. Hence, it is easily
understandable that the customers tend to visit the Panasonic store more than the store of
Hitachi.
Conclusion
To conclude, it can be said that multiple factors play influential role achieving
customer satisfaction. It is to be monitored that the better location, bigger space and product
display have played influential role in grabbing more attention from the customers. In
addition to this, better reception and communication played significant role in obtaining
positive feedbacks form the customers.

6CONSUMER BEHAVIOR
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