Sony VAIO was perceived as a high-end niche product designed especially for the consumer with style and design as the top priority. It was setting up a benchmark for its competitors by providing VAIO in different colours, as prior to VAIO no laptop making company thought of revolutionizing the laptop market by providing different colour options to customer. Also, when other competing laptops tend to be boxy, bulky and heavy, VAIO was taking over market by providing “sleek” laptop. VAIO 505 line was positioned as “statement computer”, an easily distinguishable one from other brands in market. VAIO sold its computers with software preloaded, making VAIO’s image as a computer for individual consumers and not for businesses. In china, people have …show more content…
Three key themes about the laptop purchases were reflected in interviews: First, Brands are extension of who I am: People bought laptop to show off. A sign of status. Availability of VAIO in different colours makes it easy for people to portray themselves as cool, young, trendy or otherwise as every colour has a meaning. Second, asking for a product advice: Chinese consumer relied on “word of mouth” before buying. Also, this showed that Chinese consumer tends to follow trends. And lastly, just give me what I want: consumer is confused with the meaningful information provided to them without being asked for …show more content…
As this group is the social butterfly group. Business focused segment views matches with the second consumer goal, as they use it to improve their productivity. Entertainment lovers people falls in third consumer goal as they need laptop for everyday tasks. And tech enthusiast and heavy user segment specifications matches with the fourth consumer goal, they use the widest number of applications. They use it almost for every activity. The combined results of these two studies help Lopez in taking a decision, he got insights from the interviews which were strengthen by this survey. The three key themes of consumer interviews when compared to COMPASS project, they show relation in segmentation. Techno-socializers and functional socializers needs match with second key theme of consumer interview. Performance seekers, unfussy basics and quality of lifers falls under the third key theme. And status focused people come in first key theme. Both studies produce a relatable and complementing information but less