Ethonography Dementium
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The document summarizes an ethnographic study conducted at an electronics store to understand customer experiences and preferences regarding three TV models: Samsung, LG, and Philips. Interviews with customers found that the LG model was preferred due to its high contrast ratio, sharp screen images, and affordable price compared to sleeker designs of other models. Observations of sales assistants found them to be helpful, sincere, and focused on providing information to customers rather than immediate sales.
Ethonography Dementium
- 1. Done by: Dementium -Pei Ling -Yue Zhang -Adib -Enrico Ethnography
- 2. Location:
- 4. Desired experience 5 senses Three products -samsung -LG -philips Customers feedback OVERVIEW
- 5. Duty Oneness Security Truth Enlightenment Beauty Desired Experience
- 6. Sight -Stylish -Sleek Sound -Surround sound (good sound quality) Touch -Smooth Object- 5 Senses Smell 'n' Taste
- 7. Sight -smile and make eye contact -warm welcome Smell -smell good because of perfume Touch -firm handshake Sound -friendly and sincere tone People- 5 senses Taste
- 8. Sight -Ambience of the shop is welcoming -Was well decorated -Organized (products were easy to find) Sound -background music is at suitable level Touch -temperature was cold Smell -typical smell of electronic store Shop space- 5 senses Taste
- 9. Model number: 2232GW Contrast: 1000:1 Response time: 2ms Features: Energy Saving Magic colour Samsung
- 10. Model number:L227WTG Contrast: 10000:1 Response time: 2ms Features: Graphic Enhancer 4:3 wide LG
- 11. Model number: 220XW Contrast: 1000:1 Response time: 5ms Features: Perfect tune Philips
- 12. Comparison Disadvantages: Slow response time-5ms Backlight causes reflection Disadvantages: Backlight that causes reflection Disadvantages: None Advantages: Glossy Screen Advantages: Contrast is i0000:1. Screen images are sharper. Glossy Screen Graphic Enhancer Chip Advantages: Energy Saving Glossy Screen Sleek Design Philips LG Samsung
- 13. Q: Why the customer needs the product? A: Its a luxury item and it produces better graphic quality and resolution for games. Q: What sort of feelings do you have when you own the product? A: Satisfaction Q: Likes and dislikes A: Stylish and good graphic quality. Interview 1
- 14. Q: Why the customer needs the product? A: To play games. Q: What sort of feelings do you have when you own the product? A: No special feelings. Q: Likes and Dislikes A: Wide and high defined screen.
- 15. Q: Why the customer needs the product? A: For home usage Q: What sort of feelings do you have when you own the product? A: Happiness Q: Likes and Dislikes? A: Affordable sleek design Interview 3
- 16. Beauty Enlightenment Truth Duty DE'S Delivered
- 17. Yes, as we got the opportunity to be able to be in the shoes of a consumer when buying a product. The sales assistant at Harvey Norman was helpful and willing to give us continual assistance. Memorable Experience?
- 18. Yes, because the interviewees were sincere and ever willing to help. We got an opportunity to see a different side of sales assistant. Instead of trying to sell the product, they offered us information which we required. Experience Unique?
- 19. We found with the consultation of the sales assistant that many customers preferred the LG model over the others. Its overall graphic quality was better and it was selling for an affordable price. Moment of truth
- 20. Thank You