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Most HDTV Owners Would Repurchase Same Brand; Often, One Is Not Enough

High-definition televisions (HDTV) owners report notably high levels of repurchase intent - more than 9 in 10 say they would repurchase the same brand, according to the inaugural J.D. Power and Associates “2007 Large Screen HDTV Usage and Satisfaction Study” released last week, writes MarketingCharts.

Among the findings of the study:

• The number of owners who say they would repurchase the same brand averages 91 percent in the 37-49-inch segment and 92 percent in the 50-65-inch and Rear Projection segments.
• HDTV owners are also extremely likely to recommend their HDTV brand to others, with recommendation intent levels averaging above 90 percent in all three segments.
• Owners report paying an average of $1,700 for a 37-to 49-inch model, $2,700 for a 50-to 65-inch model, and $2,200 for a rear projection model.
• Despite the relatively high prices, nearly one-fourth (23 percent) of current HDTV owners report that they may be in the market for an additional HDTV within the next 12 months. Among these owners:
  • 41 percent say they would purchase an LCD TV larger than 37 inches.
  • 27 percent say they would purchase a plasma TV.
  • 25 percent say they would purchase an LCD TV smaller than 37 inches.

• The primary reasons consumers give for selecting their large-screen HDTV model vary according to where the purchase is made:

  • Those who purchase their HDTVs from big-box retailers, electronics specialty stores or online outlets tend to say picture quality is the most important consideration.
  • Those who purchase from a discount retailer, a warehouse store or office supply store tend to say price is the most important consideration.

• The majority of HDTV owners tend to conduct a considerable amount of research prior to selecting a model:

  • 68 percent say they visit websites for information.
  • 44 percent report consulting consumer product publications.
  • 39 percent rely on the salesperson for information and advice when selecting an HDTV.

Customer Satisfaction

The study also measures customer satisfaction with large-screen HDTVs by examining four key factors that drive satisfaction: picture and sound performance; ease of operation; features; and appearance and styling.

In their respective segments, the Sony BRAVIA LCD series, Pioneer Plasma series and Samsung DLP series rank highest in customer satisfaction among large-screen high definition televisions (HDTV), according to the study:

37-49-inch HDTV Segment

• The Sony BRAVIA LCD series ranks highest in customer satisfaction with a score of 815 on a 1,000-point scale and performs well in picture and sound performance; features; and appearance and styling.
• Next are the LG LCD series and LG Plasma series, achieving scores of 799 and 794, respectively.

50-65-inch HDTV Segment

• The Pioneer Plasma series ranks highest with a score of 845 and performs particularly well in picture and sound performance; ease of operation; and appearance and styling.
• The Sony BRAVIA LCD series follows with a score of 833, performing well in HDTV features.
• Third is the LG Plasma series, achieving a score of 814.

Rear-Projection Segment

• The Samsung DLP series ranks highest in customer satisfaction with a score of 785, performing particularly well in the ease of operation; features; and appearance and styling factors.
• Next in the rankings are the Sony WEGA series and the Toshiba DLP series, earning scores of 777 and 776, respectively.