Toshiba - Consumer Behaviour

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Business
Administration
II

Consumer Behaviour

Consumer Behaviour Project

Constantin Rusu
2nd Year, Business Administration, Group 1
“Alexandru Ioan Cuza University”, Iasi, FEAA
TOSHIBA

Business
Administration
II

Consumer Behaviour

Table of Contents

TOSHIBA

Business
Administration
II

Consumer Behaviour

Chapter 1. Introduction
The brand that is subjected to the following study is “TOSHIBA”. The study consists of a qualitative research using primary sources of data. In obtaining the data, a focus group approach has been taken where subjects were asked to participate in a perception test and a Chinese portrait method of research. The target of study is 2nd year Business Administration students at FEAA, Iasi, with ages between 19 and 26. (a gross version of this data can be found in the Appendix.1)

The Toshiba Corporation is a Japanese multinational engineering and electronics conglomerate corporation headquartered in Tokyo, Japan. Its products and services include information technology and communications equipment and systems, electronic components and materials, power systems, industrial and social infrastructure systems, household appliances, medical equipment, office equipment, lighting and logistics.

Toshiba was founded in 1939 as Tokyo Shibaura Electric K.K. through the merger of Shibaura Seisaku-sho (founded in 1875) and Tokyo Denki (founded in 1890). The company name was officially changed to Toshiba Corporation in 1978. Toshiba has made numerous corporate acquisitions during its history, including of Semp in 1977, of Westinghouse Electric Company in 2006, of Landis+Gyr in 2011, and of IBM's point-of-sale business in 2012. Toshiba is organised into four main business groupings: the Digital Products Group, the Electronic Devices Group, the Home Appliances Group and the Social Infrastructure Group. In 2010, Toshiba was the world's fifth-largest personal computer vendor measured by revenues (after Hewlett-Packard, Dell, Acer and Lenovo). In the same year, it was also the world's fourthlargest manufacturer of semiconductors by revenues (after Intel Corporation, Samsung Electronics and Texas Instruments).

Toshiba is listed on the Tokyo Stock Exchange, where it is a constituent of the Nikkei 225 and TOPIX indices, the Osaka Securities Exchange, the Nagoya Stock Exchange and the London Stock Exchange.

TOSHIBA commercializes a wide array of products and the study as to how consumers perceive the brand is going to prove interesting.

TOSHIBA | Constantin Rusu

1

Business
Administration
II

Consumer Behaviour

Chapter 2. Perception Test
The perception test is a fairly easy one to do and understand. The subjects are asked to write down the first thing that comes to their mind when they hear the brand name (in this case: TOSHIBA) while also writing down the brand name. This makes sure that people know the correct spelling of the brand and if not, that should give us reason to think why such a thing happened (apart from human error). When 2nd year B.A. students took this test, we have collected the following results: japanese

3% durability
informatics
3%
3%
sony
3%
technology
7%

batteries
30%

tv
7%
computer
7%
power
10%

laptop
27%

Perception Test
Figure 2.1

As we can see in figure 2.1 the perception test was dominated by the word “batteries” with a percentage of 30%, shortly after followed by laptop that falls short of 3%. Other words mentioned by the subjects are “power”, “technology” and “computer”. An overall satisfactory result because as it can be seen, customers associate and acknowledge TOSHIBA’s involvement in technology, especially centered around portable computers and energy efficient solutions. As a side note, it seems that one of our subjects is aware of the joint-venture events back in 2011 which is a pleasant surprise.

TOSHIBA | Constantin Rusu

2

Business
Administration
II

Consumer Behaviour

Chapter 3. The...
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