CONSUMER
PERCEPTION AND SATISFACTION ASSESSMENT TOWARDS ELECTRICAL EQUIPMENT BETWEEN
SONY AND SAMSUNG IN
KUALA
LUMPUR
By
With high market competition in electrical equipment industry, most of the electrical equipment companies compete with each by competing with the price, heavy advertising on advertised brand name and others to offer greater value to ensure consumers satisfaction towards their electrical equipment. This study attempts to focus on how consumer perception towards Sony and Samsung electrical equipment in term of price, brand name, country-of-origin and warranty. This study also attempts to focus on consumer satisfaction assessment towards Sony and Samsung in term of price, brand name, country-of-origin and warranty. In addition, how perceived value influence consumer perceived product quality, perceived service quality and customer satisfaction towards Sony and Samsung. A combination of models by Lien (2001) and Sanjeev (2001) are used to examine the relationship between perceived product quality, perceived service quality (price, brand name, country-of-origin and warranty), perceived value, and customer satisfaction. In particular, does consumer follow the sequence of the model will directly influence their perception and satisfaction assessment towards Sony and Samsung? Two companies had been selected in this study, which are Sony Company and Samsung Company. The questionnaire method and personal interview with managers of Sony and Samsung retail shops will be used to collect primary data. Secondary data will also be used to analyze this study. The scope of this study is Kuala Lumpur. The findings found out that price, warranty and brand name are the factors that positively influence customers’ perceived product and service quality. In addition, price, brand name, and country-of-origin are the factors that lead to consumers feel that purchase of Sony and Samsung electrical equipment is high in value. Furthermore, the findings of this study discovered that when consumers feel that purchase of electrical equipment is high in value and high in quality, it will directly lead to customers satisfied with the product. And also, price and brand name are the factors lead to them satisfied with the Sony and Samsung electrical equipment. Recommendations are made to companies that they must take care and strengthen on how satisfied of their customers towards their companies’ electrical equipment. Besides, companies should understand what their customers are expected or desired from their satisfaction, whether is price, high recognized brand name, the length of warranty or country-of-origin. Providing good quality of electrical equipment and offer greater value are the ways to lead to customer satisfaction.
Full text source:
B. A. (Hons) In Marketing
Number: 2