Key indicators for LCD TV consumer purchase determinants via AHP

• Main Authors: Chin-Yu Lu, 盧金鈺
• Other Authors: Wen-Dwo Yang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/68k9t4

碩士 === 國立臺灣科技大學 === 管理研究所 === 95 === As the production output of large-size LCD panels in recent time exceeds, the acceptable pricing of LCD TV stimulates the consistant market demand, meanwhile, the continual availability of high-definition digital TV broadcasting of worldwide markets and the popular trend of digital home entertainment do encourage the LCD TV supply chain, thus, creates annually more than billions US dollars of business oppotunities. Despite of the big market in this segment, all players in the LCD TV field have to face both rapid changing market and the fierce competition. Which LCD TV will draw consumer’s interest and become best selling item is what the motive and the goal of this thesis to analize in focusing on consumer’s purchase determinants, identifying the priority and rank of the purchase determinating indicators from the view of consumers enabling adequate references for LCD TV supply chain to have efficient marketing and product development. All related indicators of consumer’s purchase determinants were figured out from numerous discussions with the experts in LCD TV field, as well as the sales managers in distribution channels who encounter user directly. By analyzing the result via Analytic Hierarchy Process (AHP), it shows the top 5 key indicators of consumer’s purchase LCD TV determinants as below: Consumers already purchased LCD TV in 6 months: 1. Japanese brands 2. Acceptable pricing 3. High resolution picture quality 4. LCD TV dimension 5. Taiwanese IT brands Consumers plan to purchase LCD TV in 6 months 1. Japanese brands 2. High resolution picture quality 3. After-sales service 4. Acceptable pricing 5. Multiplied application (pure display or TV) This thesis intends to provide the crucial facts from AHP to encourage LCD TV supply chain in marketing and product development strategy.