The Marketing Technologies Bureau organized and conducted a comprehensive marketing research to test the perception of 3D-technology by the target audience.
Inside the shopping center "Pyramida" (Kiev) was organized the demonstration of possibilities of the 3D-TV SAMSUNG. After watching the 3D-fragment, there were held express interviews with visitors of the shopping center. Having completed the interviews, the appropriate people selected by criteria were invited to participate in focus groups.
Despite the relative novelty of the 3D-technology, almost 80% of respondents are familiar with it, most of them watched 3D-movies in cinema, and only a small part had the experience of watching 3D-movies at home.
In general, the practice of usage of 3D-technology in television has a high degree of attractiveness - 81% of participants declared an interest in them. But the probability of acquisition of such equipment for the home in the short term is extremely low, about 11% of respondents expressed hypothetical willingness to purchase such equipment in the foreseeable future. However, in the long term, 65% of respondents are ready to purchase such techniques. The level of principled opposition to 3D-technology in television is low and is only about 8%.
The research showed a connection between the desire to have a 3D-TV set at home and the perception of such technology as an element of prestige. Thus, the presence of such equipment is perceived rather than as a practical necessity, but as an attribute of higher status.
According to the research, in Kiev there is a distinct consumer interest in TVs with 3D-technology, and the main limiting factor is the cost of these televisions. Pragmatic consumers believe that the dynamic development of technologies in electronics in the foreseeable future will lead to lower prices for such equipment. As the research participants think, “multidisciplinary” of Samsung brand is an advantage because the ability to work effectively in various product segments is a matter of respect for the company, confidence in its technological and organizational capabilities. The company is considered as a serious and a large structure that can guarantee high quality of its products.