Audio Purchasing: The Continued Quest For Quality : Market Research Report

Audio Purchasing: The Continued Quest For Quality

Published by: Consumer Electronics Association

Published: Jan. 1, 2006 - 826 Pages

OWNERSHIP OF HOME AUDIO PRODUCTS: PURCHASED ANY OF THE FOLLOWING IN THE PAST 2 YEARS: ALL-IN-ONE HOME THEATER PACKAGE (ALSO CALLED A HOME THEATER IN-A-BOX); PURCHASED ANY OF THE FOLLOWING IN THE PAST 2 YEARS: SPEAKERS; PURCHASED ANY OF THE FOLLOWING IN THE PAST 2 YEARS: COMPONENT STEREO RECEIVER; COST: ALL-IN-ONE HOME THEATER PACKAGE (ALSO CALLED A HOME THEATER IN-A-BOX); COST: SPEAKERS (FOR USE WITH AN AUDIO/VIDEO SYSTEM); COST: COMPONENT STEREO RECEIVER
BEFORE YOU BOUGHT THE A/V RECEIVER, RESEARCH CONDUCTED: WHERE PURCHASED THE A/V RECEIVER
BEFORE YOU BOUGHT THE HOME THEATER IN A BOX, RESEARCH CONDUCTED: WHERE PURCHASED THE HOME THEATER IN A BOX
BEFORE YOU BOUGHT THE SPEAKERS, RESEARCH CONDUCTED: WHERE PURCHASED THE SPEAKERS
WHEN YOU WENT TO THE STORE TO VIEW THE PRODUCT, SPECIFICALLY WHAT DID YOU DO: REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: PRICE; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: SELECTION; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: KNOWLEDGEABLE SALES STAFF; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: CONVENIENTLY LOCATED NEAR YOUR HOME; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: STORE PROVIDES PRODUCT DEMONSTRATIONS; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: STORE’S CUSTOMER SERVICE; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: LOYALTY TO STORE; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: STORE CARRIES THE BRAND YOU WANTED; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: STORE’S RETURN POLICY; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: STORE PROVIDES INSTALLATION/INTEGRATION SERVICES; REASONS FOR PURCHASING THE PRODUCT FROM THE RETAILER THAT YOU DID: SHOP AT STORE REGULARLY
TYPES OF WEBSITES USED FOR RESEARCH: TRUSTWORTHINESS OF: MANUFACTURERS’ WEBSITES, SUCH AS SONY.COM OR TOSHIBA.COM; TRUSTWORTHINESS OF: RETAILER’S WEBSITES, SUCH AS BESTBUY.COM OR TARGET.COM; TRUSTWORTHINESS OF: PROFESSIONAL PRODUCT REVIEW WEBSITES, SUCH AS CNET.COM OR CONSUMERREPORTS.COM; TRUSTWORTHINESS OF: AUCTION WEBSITES, SUCH AS EBAY.COM; TRUSTWORTHINESS OF: DISCUSSION BOARDS WHERE REGULAR PEOPLE LIKE YOURSELF POST REVIEWS ABOUT PRODUCTS; TRUSTWORTHINESS OF: WEB LOGS, ALSO REFERRED TO AS “BLOGS”; TRUSTWORTHINESS OF: WEBSITES THAT OFFER COMPARISON SHOPPING, SUCH AS SHOPPING.COM OR ASKSIMON.COM
HOW MUCH DID YOU LEARN ABOUT EACH OF THE FOLLOWING AS A RESULT OF YOUR RESEARCH: PRODUCT PRICING
HOW MUCH DID YOU LEARN ABOUT EACH OF THE FOLLOWING AS A RESULT OF YOUR RESEARCH: VARIETY OF PRODUCT FEATURES AVAILABLE
HOW MUCH DID YOU LEARN ABOUT EACH OF THE FOLLOWING AS A RESULT OF YOUR RESEARCH: UNDERSTANDING OF WHAT PRODUCT SPECIFICATIONS MEAN
HOW MUCH DID YOU LEARN ABOUT EACH OF THE FOLLOWING AS A RESULT OF YOUR RESEARCH: UNDERSTANDING OF DIFFERENCES BETWEEN DIFFERENT MODELS
HOW MUCH DID YOU LEARN ABOUT EACH OF THE FOLLOWING AS A RESULT OF YOUR RESEARCH: RELIABILITY DIFFERENCES BETWEEN DIFFERENT MODELS
HOW MUCH DID YOU LEARN ABOUT EACH OF THE FOLLOWING AS A RESULT OF YOUR RESEARCH: SOUND QUALITY DIFFERENCES AMONG DIFFERENT MODELS: IMPORTANCE TO DECISION TO PURCHASE THE AUDIO PRODUCT YOU PURCHASED IN THE PAST 2 YEARS: PRODUCT LOOK AND FEEL; IMPORTANCE TO DECISION TO PURCHASE THE AUDIO PRODUCT YOU PURCHASED IN THE PAST 2 YEARS: PRODUCT DESCRIPTION; IMPORTANCE TO DECISION TO PURCHASE THE AUDIO PRODUCT YOU PURCHASED IN THE PAST 2 YEARS: PRODUCT SPECS; IMPORTANCE TO DECISION TO PURCHASE THE AUDIO PRODUCT YOU PURCHASED IN THE PAST 2 YEARS: SOUND QUALITY; FAMILIARITY: FREQUENCY RESPONSE; FAMILIARITY: SIGNAL TO NOISE RATIO; FAMILIARITY: SOUND PRESSURE LEVEL (SPL); FAMILIARITY: WATTS OF POWER; FAMILIARITY: TOTAL HARMONIC DISTORTION; FAMILIARITY: NUMBER OF INPUTS AND OUTPUTS (CONNECTIONS); FAMILIARITY: TYPES OF INPUTS AND OUTPUTS (CONNECTIONS); FAMILIARITY: SURROUND SOUND LISTENING MODES, I.E., DOLBY DIGITAL, DTS, PRO LOGIC, ETC.
WHICH OF THE FOLLOWING PRODUCT SPECS ARE MOST IMPORTANT TO YOU WHEN EVALUATING A PRODUCT: IMPORTANCE WHEN EVALUATING THE SOUND QUALITY OF THE PRODUCT YOU PURCHASED: LOUDNESS; IMPORTANCE WHEN EVALUATING THE SOUND QUALITY OF THE PRODUCT YOU PURCHASED: CLARITY; IMPORTANCE WHEN EVALUATING THE SOUND QUALITY OF THE PRODUCT YOU PURCHASED: RICHNESS OF SOUND; IMPORTANCE WHEN EVALUATING THE SOUND QUALITY OF THE PRODUCT YOU PURCHASED: BASS; IMPORTANCE WHEN EVALUATING THE SOUND QUALITY OF THE PRODUCT YOU PURCHASED: SOUND THAT MIMICS HEARING LIVE MUSIC; IMPORTANCE WHEN EVALUATING THE SOUND QUALITY OF THE PRODUCT YOU PURCHASED: SURROUND SOUND; IMPORTANCE WHEN EVALUATING THE SOUND QUALITY OF THE PRODUCT YOU PURCHASED: TREBLE; IMPORTANCE WHEN EVALUATING THE SOUND QUALITY OF THE PRODUCT YOU PURCHASED: RANGE OF SOUND
EXPOSURE TO "GREAT" SOUNDING HOME AUDIO: DO YOU CONSIDER "GREAT" SOUNDING AUDIO A NECESSITY, A LUXURY, OR SOMEWHERE IN THE MIDDLE?
FREQUENCY OF EXPOSURE TO "GREAT" SOUNDING HOME AUDIO: WHEN YOU WERE RESEARCHING OR PREPARING TO PURCHASE THE A/V RECEIVER, DID YOU RECEIVE ANY TYPE OF PRODUCT DEMONSTRATION FROM THE SALES PERSON OR SOMEONE ELSE AT THE STORE; WHEN YOU WERE RESEARCHING OR PREPARING TO PURCHASE THE HOME THEATER IN A BOX, DID YOU RECEIVE ANY TYPE OF PRODUCT DEMONSTRATION FROM THE SALES PERSON OR SOMEONE ELSE AT THE STORE; WHEN YOU WERE RESEARCHING OR PREPARING TO PURCHASE THE SPEAKERS, DID YOU RECEIVE ANY TYPE OF PRODUCT DEMONSTRATION FROM THE SALES PERSON OR SOMEONE ELSE AT THE STORE
INTEREST IN A SERVICE THAT CAME TO YOUR HOME TO PROVIDE ASSISTANCE WITH ELECTRONICS PRODUCTS, SUCH AS HOME THEATER EQUIPMENT: WHEN, IF EVER DO YOU EXPECT TO PURCHASE THE FOLLOWING PRODUCTS: ALL-IN-ONE HOME THEATER PACKAGE (ALSO CALLED A HOME THEATER IN-A-BOX); WHEN, IF EVER DO YOU EXPECT TO PURCHASE THE FOLLOWING PRODUCTS: SPEAKERS (FOR USE WITH AN AUDIO/VIDEO SYSTEM), BUT NOT PURCHASED AS PART OF A HOME; WHEN, IF EVER DO YOU EXPECT TO PURCHASE THE FOLLOWING PRODUCTS: COMPONENT STEREO RECEIVER (ALSO CALLED A SURROUND SOUND RECEIVER OR A/V RECEIVER/AMPLIFIER), BUT NOT PURCHASED AS PART OF A HOME THEATER PACKAGE; TYPES OF STORES YOU EXPECT TO SHOP AT FOR THEA/V RECEIVER; TYPES OF STORES YOU EXPECT TO SHOP AT FOR THE HOME THEATER IN A BOX; TYPES OF STORES YOU EXPECT TO SHOP AT FOR THE SPEAKERS
WHEN YOU VISIT A STORE TO SHOP FOR THE AUDIO PRODUCT YOU EXPECT TO PURCHASE IN THE NEXT 3 YEARS, WHICH OF THE FOLLOWING ACTIVITIES DO YOU EXPECT TO DO: AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: PRICE; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: SELECTION; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: KNOWLEDGEABLE SALES STAFF; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: CONVENIENTLY LOCATED NEAR YOUR HOME; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: STORE PROVIDES PRODUCT DEMONSTRATIONS; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: STORE’S CUSTOMER SERVICE; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: LOYALTY TO STORE; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: STORE CARRIES THE BRAND YOU WANTED; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: STORE’S RETURN POLICY; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: STORE PROVIDES INSTALLATION/INTEGRATION SERVICES; AMONG THE FOLLOWING REASONS TO VISIT A PARTICULAR STORE, PLEASE INDICATE THE IMPORTANCE OF EACH: SHOP AT STORE REGULARLY; HOW DO STORES THAT OFFER PRODUCT DEMONSTRATIONS INFLUENCE YOUR DECISION TO BUY; AWARENESS OF GEEK SQUAD
INTEREST IN A SERVICE THAT CAME TO YOUR HOME TO PROVIDE ASSISTANCE WITH ELECTRONICS PRODUCTS, SUCH AS HOME THEATER EQUIPMENT
TYPES OF WEBSITES EXPECT TO USE FOR RESEARCH: TRUSTWORTHINESS OF: MANUFACTURERS’ WEBSITES, SUCH AS SONY.COM OR TOSHIBA.COM; TRUSTWORTHINESS OF: RETAILER’S WEBSITES, SUCH AS BESTBUY.COM OR TARGET.COM; TRUSTWORTHINESS OF: PROFESSIONAL PRODUCT REVIEW WEBSITES, SUCH AS CNET.COM OR CONSUMERREPORTS.COM; TRUSTWORTHINESS OF: AUCTION WEBSITES, SUCH AS EBAY.COM; TRUSTWORTHINESS OF: DISCUSSION BOARDS WHERE REGULAR PEOPLE LIKE YOURSELF POST REVIEWS ABOUT PRODUCTS; TRUSTWORTHINESS OF: WEB LOGS, ALSO REFERRED TO AS “BLOGS”; TRUSTWORTHINESS OF: WEBSITES THAT OFFER COMPARISON SHOPPING, SUCH AS SHOPPING.COM OR ASKSIMON.COM; HOW MUCH OR HOW LITTLE WILL YOU EXPECT TO LEARN ABOUT EACH OF THE FOLLOWING: PRODUCT PRICING; HOW MUCH OR HOW LITTLE WILL YOU EXPECT TO LEARN ABOUT EACH OF THE FOLLOWING: VARIETY OF PRODUCT FEATURES AVAILABLE; HOW MUCH OR HOW LITTLE WILL YOU EXPECT TO LEARN ABOUT EACH OF THE FOLLOWING: UNDERSTANDING OF WHAT PRODUCT SPECIFICATIONS MEAN; HOW MUCH OR HOW LITTLE WILL YOU EXPECT TO LEARN ABOUT EACH OF THE FOLLOWING: UNDERSTANDING OF DIFFERENCES BETWEEN DIFFERENT MODELS; HOW MUCH OR HOW LITTLE WILL YOU EXPECT TO LEARN ABOUT EACH OF THE FOLLOWING: RELIABILITY DIFFERENCES BETWEEN DIFFERENT MODELS; HOW MUCH OR HOW LITTLE WILL YOU EXPECT TO LEARN ABOUT EACH OF THE FOLLOWING: SOUND QUALITY DIFFERENCES AMONG DIFFERENT MODELS; IMPORTANCE TO AUDIO PRODUCT PURCHASE DECISION: PRODUCT LOOK AND FEEL; IMPORTANCE TO AUDIO PRODUCT PURCHASE DECISION: PRODUCT DESCRIPTION; IMPORTANCE TO AUDIO PRODUCT PURCHASE DECISION: PRODUCT SPECS; IMPORTANCE TO AUDIO PRODUCT PURCHASE DECISION: SOUND QUALITY; FAMILIARITY: FREQUENCY RESPONSE; FAMILIARITY: SIGNAL TO NOISE RATIO; FAMILIARITY: SOUND PRESSURE LEVEL (SPL); FAMILIARITY: WATTS OF POWER; FAMILIARITY: TOTAL HARMONIC DISTORTION; FAMILIARITY: NUMBER OF INPUTS AND OUTPUTS (CONNECTIONS); FAMILIARITY: TYPES OF INPUTS AND OUTPUTS (CONNECTIONS); FAMILIARITY: SURROUND SOUND LISTENING MODES, I.E., DOLBY DIGITAL, DTS, PRO LOGIC, ETC.
IMPORTANCE OF PRODUCT SPECS: WHEN EVALUATING THE SOUND QUALITY OF AN AUDIO PRODUCT, IMPORTANCE OF: LOUDNESS; WHEN EVALUATING THE SOUND QUALITY OF AN AUDIO PRODUCT, IMPORTANCE OF: CLARITY; WHEN EVALUATING THE SOUND QUALITY OF AN AUDIO PRODUCT, IMPORTANCE OF: RICHNESS OF SOUND; WHEN EVALUATING THE SOUND QUALITY OF AN AUDIO PRODUCT, IMPORTANCE OF: BASS; WHEN EVALUATING THE SOUND QUALITY OF AN AUDIO PRODUCT, IMPORTANCE OF: SOUND THAT MIMICS HEARING LIVE MUSIC; WHEN EVALUATING THE SOUND QUALITY OF AN AUDIO PRODUCT, IMPORTANCE OF: SURROUND SOUND; WHEN EVALUATING THE SOUND QUALITY OF AN AUDIO PRODUCT, IMPORTANCE OF: TREBLE; WHEN EVALUATING THE SOUND QUALITY OF AN AUDIO PRODUCT, IMPORTANCE OF: RANGE OF SOUND
EXPOSURE TO "GREAT" SOUNDING HOME AUDIO
GREAT SOUNDING AUDIO A NECESSITY, A LUXURY, OR SOMEWHERE IN THE MIDDLE
FREQUENCY OF EXPOSURE TO "GREAT" SOUNDING HOME AUDIO
ADOPTION
TYPE OF HOUSEHOLD
OWN OR RENT
GENDER
AGE
MARITAL STATUS
INCLUDING YOURSELF AND ANY OTHERS, HOW MANY PEOPLE REGULARLY LIVE IN YOUR HOUSEHOLD?
EDUCATION
EMPLOYMENT
REGION
HOME INTERNET
CHILDREN IN HOUSEHOLD
RACE
HISPANIC
HOUSEHOLD INCOME

Abstract

Prior research from CEA, including its Audio Consumption Survey from early 2005, has shown, despite any beliefs to the contrary, consumers want a quality audio experience. But what does quality mean to the consumer? How do they define it and on what experience do they base their assessment? This study answers these questions and more as it explores the audio product purchase process, opinions on product specifications and attributes and what defines a quality audio experience. For a more specific frame of reference, the study focuses on three core audio product categories (audio/video receivers, home theater in a box, and speaker separates) along with buyer types (past and future).

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Audio Purchasing: The Continued Quest For Quality

Table of Contents

Abstract