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[June 18, 2006]

LCD TV starts reaching into the mass market

(Business World (Philippines) Via Thomson Dialog NewsEdge) Premium liquid crystal display (LCD) television sets, possession of which is considered a new measure of quality of living, are slowly making their way into the homes of the masses.

Despite their skyrocketing prices - a 26-inch branded LCD TV set sells for P89,000, while a 46-inch branded LCD TV set sells for P250,000 - average Filipino families usually known for being budget-conscious are now paying for premium items like LCD TV sets. Unlike conventional TV sets, LCD TVs are less bulky and offer rich images and sound in stunning clarity. "Big TVs are a huge market right now because customers are looking for enjoyment. They prefer to spend more time in their homes together rather than go to a mall," Abenson business development manager Walter Lim said.

Abenson, with 70 stores nationwide, is one of the country's leading appliance supermarkets. Of course, Mr. Lim said, local consumers get some help from their credit card companies which are now aggressive in partnering with various appliance stores, offering most of the time zero- percent interest promotion.

In its latest focus group discussion (FGD) for client Samsung Electronics Phils., TNS Trends found out that the market for LCD TVs has gone beyond the rich market. Samsung described this new market as "high- life seekers" who value both form and function. Respondents for market research were males and females, 25 to 50 years old, from the ABC economic segments. They were divided into two segments, namely: those who have bought a television set in the past six months and those who have bought LCD TV sets in the past six months.

Reactions from the respondents were humorous, but showed this premium product has reached a bigger market. "Para lang hindi bumili ng motorsiklo ang asawa ko, hinayaan kong bumili ng LCD TV. Sabi ko 'bumili ka nalang ng LCD TV.' Kahit mahal, mangutang nalang siya sa akin [I told my husband to just spend for an LCD TV - even if it is expensive - so that he will not buy the motorcycle I know he wants to buy. I told him I can even lend him the money]," said one FGD participant.

Asked on why they buy TV sets, respondents said TVs provide them information such as news and documentaries, a form of leisure and a tool to pass the time like doing movie marathon.

There are also those who buy TV sets to show off, increase the number of TV sets at home, a "wake-upper" machine in the morning, and a form of companion as the audio quality gives them a feeling that "there are other people in the house.'

Results of the discussions showed that one purchases a TV set either to add another set or replace their existing one. Those who added TV sets said they did so because their kids bicker on who gets to watch what program, one wants to be able to watch TV in any part of the house and no matter what other activity one is engaged in, and current TV looks outdated in terms of style, picture and audio quality.

"Whether the purpose is to add or replace a TV set, respondents concede that they will go for a more upgraded version," the TNS report noted.

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