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Survey Report
Contents
1. Overview 2. Color Evaluation 3. Cube Vs. AF 4. KBF

5. USP Evaluation
6. Other Finding * Appendix

Sep 25 , 2006 LG Electronics DA China Product Planning Gr.

1. Overview

Research Design

Objective

? Compare the new color and the old color of the T/loader transparent window ? Compare the design of AF and Cube (Size, Cabinet, Panel) ? Evaluate the USP of T/L
? CLT ? Time and Place: 2006.9.21~22 ? In Guangzhou ? Sample size: 100 samples ? Main user of T/loader, main decision maker of purchasing W/M ? Age: 25~45 - 25~34: 50 samples - 35~45: 50 samples ? Gender rate: Male (30 samples), Female (70 samples) ? Household income: Above 3,000 RMB per month A1 A2 B1 B2

Methodology

Time & Area

Target Respondents

Test Models

XQB70-57SF
Great Company Great People

XQB60-48SF 2
Blue Ocean Innovation Profitable Growth

2. Color Evaluation
?“Sky Blue” is more acceptable than “Dark Blue”
? “Sky blue” shows the Premium and fashionable image ? “Sky Blue” match the “white” and “silver” color better

A1
Base
Purchase intention (T3B; %) Final purchase choose (%)

A2
100
36 28 57 28 52 50 40 16 6 16 7 12 9 55 50 49 74 74 78 75 72 73 72 69 71 70

B1
100 100
42 35 55 35 47 48 17 10 10 17 14 15 14 56 46 55

B2
100
62 65 67 65 61 55 53

Overall liking (T3B; %)
Interest better product (%) Premium color (T2B; %) Fashionable color (T2B; %) Attractive color (T2B; %)

Low-grade color (T2B; %)
Cheep price color (T2B; %) Out of fashion color (T2B; %) Match color body-control panel (T2B; %) Match color body-window (T2B; %) Match color control panel-window (T2B; %)
* T2B: Top 2 boxes; T3B: Top 3 boxes

68 67 70

Great Company Great People

3

Blue Ocean Innovation Profitable Growth

3. Cube Vs. AF
? A’s preference is all higher than B’s
? A’s foot, control panel are more acceptable ?For the shape of the window, the gap is more smaller

General

A

B

Base
Overall liking (T3B; %) Interest better product (%)

100
73 62 38 44 32 34 33 33 29 24 21 22 32

100
59

Likeness of window shape (%)
Likeness of height foot (%) Likeness of control panel (%)
Detail

?
65

54

? 66 ?
62 60 66 59 59 58 59

Likeness of control panel shape (%) Likeness of panel color mix (%)

Likeness of control panel layout (%)
Likeness of panel display (%) Likeness of panel display location (%) Likeness of panel easy to read (%) Likeness of panel easy to use (%)
*T2B: Top 2 boxes; T3B: Top 3 boxes

Great Company Great People

4

Blue Ocean Innovation Profitable Growth

3. Cube Vs. AF
? Panel and window shape are more influencing factors for general product ? Panel: Layout, color mix and shape are more important factors Correlate rate
High For product interested

Correlate analysis

Likeness between A and B
(%)

For control panel interested
Panel layout

A

B

0.680
66 66 0.589 60 34 29 33

Control panel

0.699

Panel color mix panel shape

0.643

62
Window shape Easy to use 0.515

33

? A’s performance is more better than B’s
? Especially the panel layout and panel shape ? VOC “A’s panel looks premium, the layout is clear, and looks it’s easy to use.” “B’s panel’s color looks clean, arc shape looks good. The number of buttons is small, so I think it’s simple to use.”

0.603
Panel display Panel display location 0.474

0.400

A

B

Low

Height foot

0.514

Easy to read 0.338 54 44

? The gap between is smaller
? Personal likeness are more different for window shape

Great Company Great People

5

Blue Ocean Innovation Profitable Growth

3. Cube Vs. AF
? Price of Product A and B exceed consumers’ sensitive price a bit

Price position

Price Acceptance
100 100 99 99
90 80 94 88 87

Purchase intention
(%) A Show price is 2,420 49

96 96 93
92

1,800 350 2,150

A
81 79 78 76 75 Average price is 2,189 66
5 19

58%

? The price is higher a bit
? Just 58% will purchase

82 80

18 9

70
60 50 40

1,500

220

1,720

? Practical price is around 2,100
? E.g. price= 2,150, 75% will buy it maybe

Sensitive area
55 51 51 39 44

Price=2,420, Acceptance is 40%

Don’t Maybe So so Maybe Do buy don’t buy buy buy

B Show price is 1,826
41 39
47

57%
25 24 24 23
12 15 16 10

30 20

Price=1,826, Acceptance is 50%

? The price is higher a bit
? Just 57% will purchase

? Practical price is around 1700
? E.g. price= 1,720, 80% will buy it maybe

B
10 0

Average price is 1,831

20
9 9

15 6
Don’t Maybe So so Maybe Do buy don’t buy buy buy

Gap≈220 Great Company Great People

Gap≈350

6

Blue Ocean Innovation Profitable Growth

4. KBF
? Quality and Brand are more important factors. ? Performance: Washing performance, Easy to use and Saving. ? Design: Color, Panel (Design, Size, Button, Display material), Place saving. KBF
N=100; %

General

Performance
N=34; %

12

Quality

41

29

20
53

3

?

18

35 12 12 9

?

21 32 21 3

Brand

30

9 12

21

?

?
6 3 9

29 3

Performance

11 11 12

Wash Easy to Low Water P/mance Use Damage Saving

Electric Capacity Saving

Low Sanitizing Low Noise Tying

Design
A/S
8 16 26
N=12; %

42

?
17

Price

6

24

16

50

?
25

Multi35 8 function

?

17 8

25 8

8 8 8

8 17

33 17

Cabinet Window Window Display Color Color Shape Material

Panel Size

Button Feel

Panel Design

Cabinet Cabinet Size Height

Design

17 4

* Nobody choose the factors: Display size, Display character size, Panel character size

1st important

2nd important

3rd important

Great Company Great People

7

Blue Ocean Innovation Profitable Growth

4. KBF
? 74% respondents know the water level. ? 65% respondents consider this factor when they purchase T/loader. ? 56% respondents think the factor is important. Awareness
N=100; %

Water level

Consideration
N=74,%

Importance
N=65

By total (N=100)

By total (N=100)

Think it’s very important

18
N=12

12%

Know the water level adjusting function

56%

74
Consider it when purchase the W/M

88
N=65

65%

Important

68
N=44

44%

Don’t know

26
Don’t consider

12

Just so so

14
N=9

9%

Great Company Great People

8

Blue Ocean Innovation Profitable Growth

5. USP Evaluation
? I-sensor, Air dry, DIY are prefered more
? Can focus on these functions as USP

Likeness

? Waterfall’s performance is the worst. I-sensor
Concept Interest (%)
Like it very much (9) (8) (7) (6) (5) (4) (3) (2) Dislike it very much(1) 9-point scale

TDL

Air dry

Water fall

DIY

3-steps

39

27

33

26 27

34

33

30 32 24 15 8 -6
7.90
3rd

22 19

31 25 16 12 8
7.43 30
2nd

26 21 3 14
7.50 51

11 7
7.56 46
1st

21 4

9 9
7.69 57

Mean score Concept likeness (%)

7.56 61

55

19

1st like 2nd like 3rd like

24 16 15

8 17 21 19 10 23 9 11

21 20 16

18 19 14

Great Company Great People

9

Blue Ocean Innovation Profitable Growth

5. USP Evaluation
? Best grade: I-sensor ? Better grade: Air dry, 3-step, waterfall ? Basic grade: TDL, DIY Price Acceptance
%
100 90

Price Position

T
80 80% 70

A D D

D A W

W 3 A

I I 3

3 W I ? TDL & DIY shows low price level ? TDL: 100~175 ? DIY : 120~210 ? Air dry , 3-step and waterfall are in

T T

60
50 50% 40 30 20 20%

the middle price grade ? Air dry : 240~310 ? 3-step : 290~ 350 ? Water fall : 300~375

? I-sensor shows premium level
? I-sensor : 600~700

10
0 25 75 125 175 225 275 325 375 425 475 525 575 625 675 725 I-sensor TDL Air dry Waterfall DIY 3-step

Great Company Great People

10

Blue Ocean Innovation Profitable Growth

6. Other Finding
? Bigger capacity need trend ? A and B’s size are OK
?The disagree with that because of the demand of capacity

Capacity

Current & Future Capacity
Future
4~4.9 5~5.4 Total 5 7~7.9 6~6.9 9 7 5.5~5.9 6~6.9 7~7.9 8~

Size for capacity Capacity Acceptance
Q1 (%) Q2 (%)

Smaller Just right

Bigger 58

26

22
64 57 52 59

25

17
27 29 22

5

A
7.0Kg 540*540*910

Bigger

24

8

33

89

11

Current

7 13 21 3

Just right

74 50 50

5.5~5.9 13 5~5.4 3 4~4.9 Other 31 20 20

Smaller

2 Smaller Just right Bigger 7 57 14 29

15 15 20 23 23 40

Bigger 8

B
6.0Kg 525*530*844

Just right

78

6

87

6

? Current capacity is a main choose in the future ? Bigger capacity need trend
? Especially the smaller current capacity

Smaller

15

93

7

* Q1: How do you think this size for the capacity? * Q2: How do you think the capacity?

Great Company Great People

11

Blue Ocean Innovation Profitable Growth

6. Other Finding
? T/loader users want to shift to F/loader

Type & Price

? For the current T/loader users, T/loader is a main choose, but F/loader need reaches 39%. ? For the ideal price, gap between T/loader and F/loader is small in low price
? Lots of T/loader users don’t know the price of F/loader clearly ? Ideal price base on current using model’s price

Future Purchase Type
N=100; %

Ideal Price
%

50010

3 8 2 8 7 10 8 13 10 10 17 28 20 15 24 5 12
F/Loader T/Loader

4501-5000 Others
(T/Tub)

F/loader: 1501~3500
T/loader: 1501~3000

2

59

T/loader

4001-4500 3501-4000 3001-3500 2501-3000

39 2001-2500 F/loader
(Include Combo)

1501-2000 1001-1500

Great Company Great People

12

Blue Ocean Innovation Profitable Growth

Appendix

Appendix

CLT Methodology

Overall liking, Purchase Intent, Uniqueness, Color, conctrol panel, etc….

Recruit qualified respondents
Overall liking, Acceptable Price,

Concept Test

Evaluate Product A(A1, A2)

Evaluate Product B(B1, B2)

Evaluate Product B(B1, B2)

Evaluate Product A(A1, A2)

Compare Product A & B

Great Company Great People

14

Blue Ocean Innovation Profitable Growth

Appendix

Respondents

Gender

Age

House hold income

Male Female

35- yrs

30%

50%

HH 500035+Yrs

HH 5000+

70%

50%

70%

30%

Education
Bachelor and above

Marriage status
Single

Kids age

11% 31%
College High school

9%

58%

31%
Married Without Kids

Married with kids 60%

0-2 yrs

Above 6 yrs

8%
2-5yrs

72% 20%

Great Company Great People

15

Blue Ocean Innovation Profitable Growth

Appendix
? Quality and Brand are more important factors ? Male focus on the Price more ? Design and Multi-function are the inessential factors Total
N=100; %

KBF

Male
N=30; %

Female
N=70; %

Quality

41

29

20

Quality

50

27

17

Quality

37

30

21

Brand

30

9 12

Brand

23

17

7

Brand

33

6 14

Performance

11 11 12

Performance

7

17

17

Performance

13

9 10

A/S

8

16

26

A/S

10 13

23

A/S

7

17

27

Price

6

24

16

Price

10

23

23

Price

4

24

13

Multi35 8 function

Multi3 function

Multi4 7 10 function

Design 1 7 4

Design

10 7

Design 16 3

1st important

2nd important

3rd important

Great Company Great People

16

Blue Ocean Innovation Profitable Growth

Appendix
? Younger respondents focus on the Performance more ? Older focus on Multi-function more Total
N=100

KBF

25~34
N=50

35~45
N=50

Quality

41

29

20

Quality

44

20

22

Quality

38

38

18

Brand

30

9 12

Brand

30

10 12

Brand

30

8 12

Performance

11 11 12

Performance

16

12

14

Performance

6 10 10

A/S

8

16

26

A/S

8

16

22

A/S

8

16

30

Price

6

24

16

Price

4

26

18

Price

8

22

14

Multi35 8 function

Multi6 6 function

Multi6 4 10 function

Design 1 7 4

Design

12 2

Design 226

1st important

2nd important

3rd important

Great Company Great People

17

Blue Ocean Innovation Profitable Growth

Appendix
Concept 1: I-sensor Concept 2: TDL

Show Card

Concept 3: Air dry

Concept 4: Water fall

Concept 5: DIY

Concept 6: 3 Steps

Great Company Great People

18

Blue Ocean Innovation Profitable Growth


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