Television brands live in a highly competitive environment. These brands are constantly competing to make lasting impressions on consumers and we took a look into what factors lead to a purchase amongst consumers.
Our data was collected within a four-hour window on a Friday afternoon at various Walmart, Target, and Best Buy stores across the nation. We asked our user base to go to these locations and answer questions on the television section of each store. Here are the results we discovered.
1) Samsung was the Most Noticed Brand by Consumers
First, we wanted to know what brand made an impression on consumers when first walking into the television section. The first impression is crucial to converting a browser into a buyer. What we discovered was Samsung was by far the most noticed brand in all three stores being noticed first 63.64 percent of the time. Sony and Vizio followed in suit 18.18 percent and 9.09 percent of the time respectively.
2) Signage, Displays, and Share of Shelf Made Lasting Impressions on Consumers
Once we knew what brands were being noticed most frequently, we then wanted to know why. We found that product signage, displays, and share of the shelf were the top reasons consumers remembered a brand. According to our research, product displays were the highest selected reason why consumers noticed a particular brand.
3) Sony Dominated FMOT (First Moment of Truth), But Vizio Won Hypothetical Purchase
Samsung was the most noticed brand when first walking into the store across the board 63.64 percent of the time. In fact, they had a 45 point lead on Sony, who was the second place winner at 18.18 percent. Interestingly enough, Sony beat Vizio by 9 points when asked about being the first brand noticed in a store but Vizio had a 27 percent chance of being hypothetically purchased where Sony only had a 6 percent chance.
We were really interested in knowing why Vizio had such a big impact on hypothetical purchase in the store. What we discovered was the price of the products had the biggest influence on a purchase for consumers in the store.
4) Share of Shelf Was a Deciding Factor in Noticeability Across Retailers
As we have mentioned before, Samsung was consistently the most noticed brand at all three retailers. However, each retailer’s FMOT runner-up was different. We discovered Sony (Best Buy), Vizio (Target), and other brands (Walmart) were the runner-ups at the respective retailers. Interestingly enough, we also noticed these brands each carried the largest share of shelf at their respective retailers.
Overall, we discovered share of shelf was a key indicator of what brand a consumer would notice first and hypothetically purchase at a store.
Editor’s Note: Contributing writers are Matt Ellsworth and Justin Bartlett. This post was originally published in June 2016 and has since been updated and refreshed for readability and accuracy.