MARKET REVIEW OF TELEVISION SETS
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7. Consumption of goods
It can be said that LCD TVs have finally
replaced the outdated CRT TVs. It happened on
the market of Russia as well as on the Ukrainian
market. CRT still has high popularity, but mainly
due to low prices and availability. At the moment
more consumers prefer to buy expensive, but
much more «advanced» LCD TV. It should be
mentioned that sales of CRT TVs take place in
ordinary stores, while LCD TVs is mainly sell
through online stores. The reason of this lies in
the fact that CRT TVs buy people, who are far
from technology development; often these
people don’t have an access to the Internet.
Plasma TVs are gaining popularity thanks
to the good image, excellent viewing angles,
lack of tail area in dynamic scenes and
possibility of production models with a diagonal
size more than 60 inches. However, there are
some disadvantages: short lifetime (about 20
thousand hours of continuous operation),
burnout of pixels when using static image, as
well as the weight of panels, which causes
inconvenience when installing it. Moreover, built-
in cooling fans utter faint noise, which becomes
especially noticeable after three hours of
continuous operation.
There is a slight increase in the market of
projection equipment. Now, projectors can be
bought not only by companies for the office
presentations but also by ordinary users who
want to create home theaters. However, the
percentage of those buyers is still very low.
However, the economic crisis still left a
negative impact on the TV market. This is mainly
affected the development and application of new
technologies. Manufactures do not want to risk
and they are slow to invest big money into
research. For example, investment in such a
promising but expensive technology as OLED
was reduced.
Diagram 7.1
Changes of customer preferences about
prices when buying LCD TVs during the year,
%
27
14
32
13
8
6
35
38
19
5
2
1
0
5
10
15
20
25
30
35
40
Lower
500$
500-
750$
750-
1000$
1000-
1250$
1250-
1500$
More
1500$
I Q 2008 I Q 2009
Source: Contracty
Accordingly, these TVs (TVs which is in
requisition now) can be divided into 3 price
categories: low (below $ 750), medium (from
751 $ to 1500 $) and high (more than 1501 $).
The most popular category at the moment is the
low price category.
Diagram 7.2
Distribution of consumer preferences
according to the screen resolution
1366х768
70%
1024х768
3%
640х480
11%
Другие
11%
1920х1080
5%
* - estimation
The most popular resolution for
consumers is 1366x768. The percentage of
consumers who choose this screen resolution is
70% (this is the best for watching DVD movies
and TV broadcasts). Resolution with the size
1920x1080 gives to a user the most comfortable
view for watching programs or movies, but it
takes only 5% in consumer preferences. A
reason for this distinction is the high price of
devices that support such screen resolution.
It should be mentioned that in case of
price reduction for TVs with resolution
1920x1080 pixels, as well as elimination of
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