Marketing
Research
Group Members
Yasmin Abdallah: 21220025
Mostafa Mtrawy: 21225813
Nouran Ehab: 21120778
Salma Khaled: 21120763
Farah El Moataz: 2122558
Hala Mohamed 19221602
Company Brief
Background
Our history has always been surrounded by our desire to create a happier, better life.
By pioneering new technology, eventually becoming a faster and smarter global brand of the
future.
Our philosophy revolves around people, sincerity, and the fundamentals.
. We've developed our brand image gradually and consistently to communicate,
“Life’s Good.”
Rational
This is an issue of Changing of customer’s behavior towards TV purchasing which will affect
the total company sales.
Objective
Descriptive
1. Best Combination between the main features & price.
2. Luxuries feature the customer can compromise to pay for.
3. The main feature the customer ask for.
Proposal
Background
LG history has always been surrounded by our desire to create a happier, better life.
LG was established in 1958 and have since become leaders of the advanced digital era.
We are contemporary yet authentic, always evolving our fundamental philosophies to the
modern arena.
Situational Analysis
Opportunities:
1. The company has been able to introduce unique products in terms of design and quality.
2. There is a need for cheaper products from other companies.
3. The company has continued to invest in R&D in order to ensure that they continue to offer new
innovations.
4. The company has introduced advanced technology.
5. The company has realized that it can benefit from what its competitors can provide them with.
6. They can expand their product range to meet the needs of its customers.
7. There has been an improvement in communication systems in many parts of the world.
Threats:
1. The company has reduced its prices many times causing its sales to decline
2. The company is not able to meet the needs of all customers due to the prices increases.
3. The company has decreased the price variances which lead to a decrease in the sales.
4. The company is not able to produce high quality products with affordable prices which could be
detrimental in the long term.
5. The company has not invested in R&D as they continue to look for easier ways of promoting their
products.
6. The company is not able to provide all the necessary technology for its customers. This will lead to
lower sales in the future.
Objectives
These are the detailed objectives from the Agency to the client.
1. Satisfaction level of LG.
2. People opinion about the characteristics of LG TV.
3. Price range to buy LG TV.
4. Main feature for optimum TV (Size Screen – Application – Price)
5. You will compromise to pay Extra money for (smart TV- AC – Voice Order)
6. Paying method, you prefer to buy with (cash – installment)
7. Would people recommend LG for other?
Design
Note : Because of using descriptive objective, we will use qualitive research. Therefore, we will
use primary and secondary data which means that we will use quantitative and qualitative
methods.
Data Collection:
We will be conducting Secondary and Primary research.
Secondary data collection from:
Previous Studies.
Reviews on their website, Amazon, and Noon.
Some articles published by some newspapers and electronic magazines.
Primary data collection through conducting:
Observation: we will use mechanized in retail such as Carrefour and in
LG retail. Moreover, we will observe the behavior of customer towards
LG TV in the E- commerce applications such as; Noon and Amazon.
Questionnaire
The questions we will be asking the samples:
1- Write your email. 5- Income range?
2- Gender 20000 EGP – 25000 EGP
Female 25000 EGP – 30000 EGP
Male 30000 EGP – 35000 EGP
40000 EGP – 45000 EGP
3- What is your age? 45000 EGP – 50000 EGP
25 to 35 More than 50000 EGP
36 to 46
47 to 57 6- Which features do you find most important in a TV? (Select
More than 57 all that apply)
High-definition resolution
4- Education Level? Smart TV capabilities (built-in apps, streaming services, etc.)
High School Connectivity options (HDMI, USB, Bluetooth, etc.)
Undergrad Thin design and aesthetics
Bachelor’s Degree Energy efficiency
Master’s Degree Advanced picture technologies (OLED, NanoCell, etc.)
PHD Degree Internet connectivity
7- Which of these features you think are not necessary but are nice to have?
Smart Remote
App Store
Voice Control
Best for Gaming
Energy Efficiency
8- How often do you use the smart features/apps on your TV?
Multiple times a day
Daily
A few times a week
Rarely
Never
9- How much are you willing to pay for a smart TV?
10000-15000
15000-20000
20000-25000
25000-30000
More than 30000+
10- Have you tried LG TVs before?
Yes (Will go to question 14 )
No (Will go to question 11)
11- Which brand do you consider when buying a new smart TV?
Samsung
TCL
Unionaire
Sony
Panasonic
12- Have you experienced any issues with your smart TV before?
Yes
No
If yes, please describe the issue(s) you’ve
13- What improvements or new features would you like to see in future Smart TV models?
14- How satisfied are you with the design and aesthetics of your LG TV?
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
15- How would you rate the overall value for money of your LG TV purchase?
Excellent value
Good value
Average value
Below average value
Poor value
16- How likely are you to purchase another LG TV in the future?
Very likely
Likely
Neutral
Unlikely
Very unlikely
17- How likely are you to recommend LG TVs to a friend or family member?
Very likely
Likely
Neutral
Unlikely
Very unlikely
18- Overall, how satisfied are you with your LG TV purchase?
Very satisfied
Satisfied
Neutral
Dissatisfied
19- What improvements or new features would you like to see in future LG TV models?
Focus Group (Qualitative method)
Setup: L shape to make it more causal. The focus group will be recorded audio and video and
there will be a coffee break. Moreover, we will give a voucher by 3K EGP.
Participants will be 9 and we will have two focus groups for two segments. The first segment
will be aged from 26 to 35 whom are new married. Second group will be aged from 49 to 55
whom will be supportive parents and retirement parents. The class of the two segments will be
B and C1.
Discussion guide which the moderator will use it to moderate the focus group:
Introductive phase
Discussive phase
Conclusion phase
Where do you watch your TV? (Kitchen – Bedroom – living room)
Type of TV shows you frequently watch it.
Decoration of TV (stand – Table)
When you listen to the word TV, what does it mean to you?
Do you connect your mobile phone to the TC screen?
Do you participate in (Netflix – shahid – watch it – apple tv – Disney – IPTV).
Sampling
We will be using Convenient which is a non-random sampling technique.
We will target people in furniture exhibitions such as Le Marche and retail
such as Carrefour.
We will call the contacts we will buy from Carrefour and our own customers’
contacts and ask them some questions to check if they will be suitable for the
focus group.
Timing
The research will take one month to be finished.
Budget
The fees will be 700K EGP. We will divide the budget to:
-We will dedicate 200K EGP to buy the sales data from retail.
-We will dedicate 100K EGP to buy the contacts data from retail.
-We will dedicate 100K EGP to track customer’ reviews online and reviewing previous
articles.
-We will dedicate 50K EGP for conducting the focus group.
-We will dedicate for the online questionnaire and observation 50K EG. Moreover, we will
dedicate 50K EGP for on ground survey.
-As for the questionnaire design we will dedicate 50K EGP.
-Lastly, we will dedicate 100K EGP for the analysis.
THANK YOU!
