A usage and attitude study on the presentation technology market for Kodak Philippines, Ltd.

• Main Authors: Abigan, Melanie, Chua, Jackeline A., Gamboa, Ma. Gabriella J., Gilladoga, Joanna C.
• Format: text
• Language: English
• Published: Animo Repository 1996
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16729
• Institution: De La Salle University

This qualitative research study was conducted to gain a better understanding of the Presentation Technology market. It aims to determine the usage and attitude of the market towards Presentation Technology products and practices. It also aims to formulate the key factors for success in the selling of Presentation Technology equipment. A sample of 30 respondents was selected from the following segments, namely: commercial & industrial, hotel, educational, church, government, and non-government. Non-probability purposive sampling was applied in selecting the respondents for this study. Interview method was utilized for obtaining the necessary information with a semi-structured questionnaire serving as a guide for the interviewers. The study has revealed that overhead projectors and slide projectors are still the most frequently used presentation equipment as compared to the other three equipment, namely: opaque projector, LCD panel and LC video projector. However, presentation technology is increasingly becoming more computer based. LCD panels are gaining popularity most especially among the high-end market. A low level of awareness characterizes the segments used in the study. The market still remains to be ignorant of the various new models that have been coming out in the market. An area of concern is the declining need for slide projectors. Some respondents stated that it is obsolete , traditional and passe. This is an indicator of a problem which KPL should give due attention. Based on the study, the key factors for success are price, portability and good after sales service. The researchers therefore recommended that after sales service be improved on to delight consumers. In a competitive market where price and quality of different brands are at par, it is the differentiated service which could most likely make a difference. Kodak Philippines has a lot to address in the market. Recommendations on the following areas have thus been suggested differentiation strategy, psychographic market segmentation, tapping new markets, increasing market awareness, enhancing Kodak-dealer relationships, enhancing after sales service, promotions, relaunching the overhead and slide projectors, increasing distribution channels and monitoring expansion plans.