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ALL China Research Communications Computing Semiconductor Software and Consumer Electronics TAIWAN

Chinese Consumers' LCD TV Purchase Decision-making Process, 2007

June 13, 2007 / Abel Wang

10 Page, Topical Report

US$600 (Single User License)

Abstract

In terms of the media and advertisement channels used to gather LCD TV information, "introductions from store employees" accounted for the largest percentage among respondents in Beijing, while "TV advertisement" in Shanghai, and "the Internet" in Guangzhou and among most respondents aged below 30. Dazhong", "Yongle", and "Gome" are the main sales channels that respondents in Beijing, Shanghai, and Guangzhou used to purchase LCD TVs. Respondents in Beijing and Shanghai both placed higher emphasis on "high image quality", and Guangzhou respondents focused more on "low breakdown rate / long lifespan". Most Chinese respondents are concerned about not being able to replace a flawed LCD TV for a new one.

List of Topics
The motives that stimulate Chinese consumers to buy LCD TVs; the media and advertisement channels that Chinese consumers use to collect LCD TV information; key considerations and concerns for Chinese consumers when planning to buy LCD TVs.

List of Figures
Buying Motives

Media and Advertisement Channels Used for LCD TV Information Gathering

Buying Considerations

Use of Information on Specifications

Buying Concerns

Appendix

Market Segmentation Analysis

Note on MIC Survey Data Used in This Report

List of Tables
Table 1 Motives for Buying LCD TVs in China by Region, August 2006 -September 2006

Table 2 Media and Advertisement Channels Used for Information Gathering on LCD TVs in China by Region, August 2006 -September 2006

Table 3 Media and Advertisement Channels Used for Information Gathering on LCD TVs in China by Age, August 2006 -September 2006

Table 4 Sales Channels Used for Buying LCD TVs in China by Region, August 2006 -September 2006

Table 5 Priority of Considerations for Buying LCD TVs in China by Region, August 2006 -September 2006

Table 6 Use of Information on Specifications when Buying LCD TVs in China by Region, August 2006 -September 2006

Table 7 Concerns Regarding Buying LCD TVs in China by Region, August 2006 -September 2006

Table 8 Concerns Regarding Buying LCD TVsin China by Product Size, August 2006 -September 2006

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