At a rate of more than three to one, retail electronics salespersons are recommending liquid crystal display (LCD) flat screen TVs instead of sets using plasma technology to shoppers who are seeking to purchase big screen televisions (sets with screens measuring 40 inches or larger), according to the J.D.Power and Associates. High proportion of recommendations of LCD sets is primarily due to retail salespersons’ lack of knowledge regarding recent improvements in plasma technology. For example, more than one-third (38%) of salespersons told their customers that LCD sets last longer. Also, 37% of salespersons warned their customers that images may be permanently burned onto the screens of plasma TVs.
During Q2 2008, among LCD TV brands, Samsung and Sony were recommended by salespersons 35% and 28% of the time, respectively. Vizio sets were recommended approximately 7% of the time. No other LCD brand received a recommendation rate of more than 2%. Among plasma television brands, Panasonic was recommended by
salespersons 37% of the time, while Samsung and Pioneer were recommended 14% and 12% of the time, respectively.