Brand Health Study: Strengthening Consumer Perception in India’s TV Market

Client

A global leader in consumer electronics, renowned for pioneering innovation in entertainment technology. Building on its reputation for trust, quality, and performance, the company continues to shape India’s TV market by blending advanced features with an elevated viewing experience. With a strong legacy and an unwavering focus on consumer needs, the brand remains a key influencer, consistently driving market trends and preferences.

Objective of the Study

The study aimed to evaluate brand health and establish benchmarks against key competitors while understanding consumer perception and purchase intent in the LCD/LED TV segment. It also identified strategic opportunities to strengthen the brand’s positioning and enhance its competitiveness in an evolving TV market.

Research Methodology

The study adopted a structured online quantitative approach, ensuring robust and comparable insights with past brand health studies. This pre-campaign brand evaluation collected data through online surveys (CAWI) with a total sample size of 2,040 respondents across 15 Indian cities.

The sample distribution is given below:

• North: Delhi, Chandigarh, Lucknow (510)

• East: Kolkata, Patna (340)

• West: Mumbai, Pune, Ahmedabad (510)

• South: Bangalore, Hyderabad, Coimbatore, Chennai (680)

The target group comprised SEC A households (60:40 male-female), aged 18–60 years, with incomes above ₹5,00,000, including both current LCD/LED TV owners and potential intenders. A concise 20-minute survey captured key metrics on awareness, consideration, purchase intent, and media habits, ensuring accurate and actionable insights for campaign planning.

Key Findings and Learnings

The following findings emerged, providing a holistic view of brand health and competitive standing:

Awareness and Competitive Landscape

The brand continues to enjoy high brand recognition and strong awareness across India. However, competition has been intensifying, particularly among younger consumer segments who are increasingly open to exploring rival brands.

Conversion and Decision Triggers

While advanced features successfully generate consumer interest, affordability often creates a barrier that delays actual purchase decisions. The study also revealed that peer recommendations, in-store demonstrations, OTT compatibility, and online reviews play a pivotal role in driving consumer choices and bridging the conversion gap.

Regional Preferences

Regional differences were pronounced in consumer behavior. Buyers in the South demonstrated stronger preferences for smart features and OTT usability, whereas consumers in the North and East emphasized durability and affordability, reflecting distinct purchase priorities across markets.

Perception and Equity Drivers

The brand is strongly associated with product quality, trust, and innovation, reinforcing its premium positioning. With reliability, after-sales service, and long-term performance as core brand equity drivers, it continues to build lasting consumer confidence and loyalty.

Business Implications for the End Client

The insights empowered the brand to take clear, actionable steps that strengthened its positioning and sharpened campaign readiness:

Sharper Messaging and Differentiation

The study enabled the brand to refine its marketing strategy, placing innovation, OTT compatibility, and family entertainment at the forefront. Through competitive benchmarking, it sharpened differentiation, strengthened communication, and effectively defended market share in an increasingly crowded landscape.

Regional Personalization

Insights on regional consumer behavior enabled the brand to tailor its messaging for diverse audiences. In the South and West, focus remained on smart features and OTT experiences, while the North and East emphasized durability, reliability, and value for money.

Conversion Acceleration

By recognizing affordability as a major barrier, the brand was able to design attractive EMI schemes and value-driven promotions. These interventions directly addressed pricing concerns and were instrumental in accelerating purchase intent, bridging the gap between interest and ownership.

Equity Reinforcement and Campaign Confidence

Reliability, after-sales service, and quality were highlighted to strengthen consumer trust and long-term brand equity. By effectively communicating these strengths, the brand reinforced its core values, enhanced imagery, and entered the campaign with renewed confidence backed by a data-driven marketing campaign.

Conclusion

India’s television market is expanding rapidly as consumer expectations evolve. The study revealed that while the brand holds strong awareness and equity, it achieved sharper clarity on bridging the conversion gap through focused actions on affordability, value communication, and regional customization. With actionable consumer insights on perception, decision triggers, and equity drivers, the company strengthened its readiness to create campaigns that connect deeply with audiences.

As pioneers in delivering impactful consumer understanding and strategic clarity, Market Xcel continues to set benchmarks in transforming insights into measurable brand success.

With more than two decades of expertise, we deliver research that blends precision with strategic depth, helping brands have a competitive edge and achieve lasting success. Contact us to enhance brand health, establish stronger positioning, and achieve sustained growth in competitive markets.