URAYAN, Djohamie Denise V.
118-0040
INSIGHT INTO CONSUMER DECISION MAKING FOR 3-D TV
1. First, quickly at a glance, what TV do you think you would buy?
 At a first glance, as a customer, I will prefer to buy LG Model PX950.
2. On what criteria do you think you based that decision?
 Among all the televisions offered, it has the cheapest price and its features possess positive
reviews from the customers.
Try these decision-making processes, see what brand results for each, and see how confident you feel
about the resulting brand suggested from each approach:
3. What attribute do you find least informative? Eliminate that row. Continued to do so until a clear
brand winner emerges.
 The attributes that I find the least informative are the following:
a. 3-D Glasses - Wearing a pair 3-D glasses are not preferable because most of the
time, I only watch a television when I watch news. 3-D glasses are specifically
intended for action movies. In addition, I am not fond of watching movies. I prefer
reading books. Lastly, it would cost me again $150.
b. 3-D from angle - Honestly, the 3-D feature of a television doesn't attract me to buy
this specific television.
4. Which brand of TV would seem to be the riskiest to buy? Eliminate it. Continue until an obvious
choice result.
 The brand of television that would be the riskiest to buy is Samsung Model UNC8000
because it costs $2,999 and received neutral reviews from the customers. Based on the
information, for me, customers were not satisfied with its features given its expensive price.
The next brand of television that would be eliminated is Sony XBR-HX909 since according
to customers, it usually flickers or blinks, the gray color that appears when it has lost its
connection. Lastly, Panasonic TC-PVT25 would also be eliminated from my choice. Actually,
I am torn between choosing Panasonic and LG because of the customer reviews. Since LG
is cheaper than Panasonic, I would prefer to eliminate Panasonic since the additional cost of
$629 outweighs the benefits.
5. If you made a price-based decision, would you be happy?
 As a customer, I would be happy to purchase using a price-based decision especially when
that specific item is worth its price compared to my other choices.
6. How would your final brand choice define you?
 I think my choice would define me as a person practicing practicality. As long as the television
gives me quality colors and does not case eye pain, I'm fine with it.
Which of these criteria wouldn't have concerned you? How similar was the thought process to your
natural analysis? How can you find out if your consumers along this line?
 The criteria that would not bother me is the 3-D glasses and 3-D from angle because of the
reasons stated above. On the other hand, the decision-making process of the mini-case is very
similar with my natural analysis. I always consider previous customers' reviews. I also rank my
choices according to their features. Moreover, whenever there are features that I am not familiar
with, specifically the crosstalk and 3-D from angle, I first conduct a research about it to be able
to identify if that specific feature would concern or bother me. As a marketing person, to be able
to determine if the consumers think along these lines, I would conduct a research about the
features the consumers always consider when purchasing a specific item. Finally, I would also
conduct a competitor benchmarking analysis to be able to watch out for models that received
positive customer reviews so that the company would be able to adjust or outperform those
offered by competitors.