TFCinfo has announced the completion of its annual Flat Panel Brand Customer Perception and Preference Study 2012. In this year’s installment, Sony, Samsung, LG, Panasonic and Sharp post the largest percentages in brand purchase consideration among professional buyers. This is very positive news for these brands as initial end user consideration is crucial.

While other brands may not be the most considered for purchase, they cannot be overlooked, and have been consistently improving year over year. NEC, Viewsonic and Vizio have improved upon their purchase consideration again this year across the board, making this is the third year in a row of improved purchase consideration for these brands.

Respondents were also asked which brand they would most want to purchase and if they would pay any additional money for the brand that they stated as superior over a brand that they consider to be just average. Some very interesting results are seen when looking at the cumulative number willing to pay more for their preferred brand.

“Sony comes in with the highest percentage willing to pay a premium for the brand at the $50+ and $100+ level. This goes along with the results that show Sony to be one of the most favored brands. Nearly one-third of those that claim Sony to be their preferred brand state they would be willing to pay $150 or more for the brand,” says Tanya Lippke, TFCinfo director of survey market research.  “Samsung’s average price premium results are really quite interesting. On one hand the premium given for the brand fits with their high picture and quality ratings they are receiving, but the brand is also viewed as economical by end users. This is especially great news for Samsung, an affordable display with a great picture quality can pose a threat to many brands, this has helped Samsung with their leading market-share.”

Many brands posted great scores this year, it is especially positive if these brands can take this consideration and turn it into an actual purchase.  In order to do this, consumers must  also have a clear understanding as to what your brand offers in correlation to the purchasing factors that are most important to them, and this report reveals what messages the major brands are delivering and how these perceptions affect them in the market-place.

TFCinfo’s Flat Panel Brand Customer Perception and Preference Study 2012 examines end user perceptions of flat panel brands and features, analyzing price sensitivities and detailed competitive brand profiles.