Research And Markets: New Report Examines The Basis For Premium Positioning In The Digital Home Theater Playback Hardware Market

Which Has Been Successfully Employed by Brands Like Sony and Bose

May 17, 2007

Research and Markets (http://www.researchandmarkets.com/reports/c56893) has announced the addition of !Digital Home Theater Playback Hardware in the United States 2006" to their offering. This report explores consumer attitudes toward newer digital home theater playback technologies and breaks down widely-quoted penetration figures into highly specific types of hardware. The impact of age, household income, and race/ethnicity on ownership and intent to buy are quantified for the most recent products on the market. The author also provides an overview of the newest products on the market from leading manufacturers and details which product specifications are particularly marketable. Custom consumer research explores topics like next-generation DVD players and why consumers have yet to jump on the bandwagon for the highly touted next "must-have" product. Promotional strategies for the highly anticipated showdown between HD-DVD and Blu-ray are described. The report further examines the basis for premium positioning in the digital home theater playback hardware market, which has been successfully employed by brands like Sony and Bose. The author asks consumers about their inherent biases toward sound quality and what features and services they would pay extra for. Evidence supporting the importance of brand equity in the market is presented. The author defines the digital home theater playback market as consisting of electronic equipment capable of playing pre-recorded digital audio and video content in private homes. Products covered in this report include: -- DVD players and recorders (including DVD audio, DVD/VCR combos, and portable DVD) -- Separate audio components (including receivers, surround sound processors, amps, equalizers, tape decks, CD players, tuners, turntables, and speakers) -- Digital video recorders (DVR) -- Home theater in-a-box systems (HTiB) Key Topics: Scope and Themes What you need to know Definition Abbreviations and terms Abbreviations Terms Executive Summary Snapshot of the market Maturation of the DVD player gives way to new rising products Component audio stagnates while HTiB continues to shrink Mass merchandisers' move to upscale may cause price war Next-generation DVD players have yet to gain momentum Household income has strongest impact on home theater purchases Premium positioning finds significant consumer base Consumers favor simplification of overlapping technologies Market Drivers Household income Market Size and Trends Market Segmentation Supply Structure Advertising and Promotion Retail Distribution The Consumer Future and Forecast Appendix: Simmons Cohorts Figure 88: Married couples cohorts Figure 89: Single women cohorts Figure 90: Single men cohorts Appendix: Trade Associations Companies Mentioned: -- Panasonic -- Matsushita (Panasonic, JVC, Technics) -- Samsung Electronics Co., Ltd. -- Toshiba -- Bose -- Yamaha -- Onkyo -- TiVo For more information visit http://www.researchandmarkets.com/reports/c56893

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