Análisis de competitividad y benchmarking de las marcas Samsung, LG y Sony de Televisores y su posicionamiento en el mercado ecuatoriano.

Abstract

The development of this research aims to carry out the analysis of competitiveness in the category of televisions, being the leader in this product line Samsung followed by LG and Sony, to know why consumers prefer these brands. Taking into account that each one has a different operating system, it was determined that potential customers prefer these brands for their designs, quality and security provided by these brands of televisions. The television industry is growing and there are several competitors seeking to enter either by technology, price and different quality generating a competitive market which leads to the leading brands to make decisions that allow them to continue leading the market, for example: having their own assemblers in Ecuador allows them to lower costs and improve prices in the Ecuadorian market. Through the data analysed, we can find out how consumers perceive each of the actions carried out by the brands, what their buying habits are, and how satisfied they feel when they buy a television. The research was carried out through surveys using a google form in 9 provinces of Ecuadorian territory applied to people of different sexes, age, marital status, to know the frequency of purchase, the screen sizes they prefer when deciding to buy a TV. And if they would recommend the brand of their preference.