Toshiba - Consumer Behaviour
Business
Administration
II
Consumer Behaviour
Consumer Behaviour Project
Constantin Rusu
2nd Year, Business Administration, Group 1
“Alexandru Ioan Cuza University”, Iasi, FEAA
TOSHIBA
Business
Administration
II
Consumer Behaviour
Table of Contents
TOSHIBA
Business
Administration
II
Consumer Behaviour
Chapter 1. Introduction
The brand that is subjected to the following study is “TOSHIBA”. The study consists of a qualitative research using primary sources of data. In obtaining the data, a focus group approach has been taken where subjects were asked to participate in a perception test and a
Chinese portrait method of research. The target of study is 2nd year Business Administration students at FEAA, Iasi, with ages between 19 and 26. (a gross version of this data can be found in the Appendix.1)
The Toshiba Corporation is a Japanese multinational engineering and electronics conglomerate corporation headquartered in Tokyo, Japan. Its products and services include information technology and communications equipment and systems, electronic components and materials, power systems, industrial and social infrastructure systems, household appliances, medical equipment, office equipment, lighting and logistics.
Toshiba was founded in 1939 as Tokyo Shibaura Electric K.K. through the merger of Shibaura
Seisaku-sho (founded in 1875) and Tokyo Denki (founded in 1890). The company name was officially changed to Toshiba Corporation in 1978. Toshiba has made numerous corporate acquisitions during its history, including of Semp in 1977, of Westinghouse Electric Company in
2006, of Landis+Gyr in 2011, and of IBM's point-of-sale business in 2012.
Toshiba is organised into four main business groupings: the Digital Products Group, the
Electronic Devices Group, the Home Appliances Group and the Social Infrastructure Group. In
2010, Toshiba was the world's fifth-largest personal computer vendor measured by revenues
(after
Administration
II
Consumer Behaviour
Consumer Behaviour Project
Constantin Rusu
2nd Year, Business Administration, Group 1
“Alexandru Ioan Cuza University”, Iasi, FEAA
TOSHIBA
Business
Administration
II
Consumer Behaviour
Table of Contents
TOSHIBA
Business
Administration
II
Consumer Behaviour
Chapter 1. Introduction
The brand that is subjected to the following study is “TOSHIBA”. The study consists of a qualitative research using primary sources of data. In obtaining the data, a focus group approach has been taken where subjects were asked to participate in a perception test and a
Chinese portrait method of research. The target of study is 2nd year Business Administration students at FEAA, Iasi, with ages between 19 and 26. (a gross version of this data can be found in the Appendix.1)
The Toshiba Corporation is a Japanese multinational engineering and electronics conglomerate corporation headquartered in Tokyo, Japan. Its products and services include information technology and communications equipment and systems, electronic components and materials, power systems, industrial and social infrastructure systems, household appliances, medical equipment, office equipment, lighting and logistics.
Toshiba was founded in 1939 as Tokyo Shibaura Electric K.K. through the merger of Shibaura
Seisaku-sho (founded in 1875) and Tokyo Denki (founded in 1890). The company name was officially changed to Toshiba Corporation in 1978. Toshiba has made numerous corporate acquisitions during its history, including of Semp in 1977, of Westinghouse Electric Company in
2006, of Landis+Gyr in 2011, and of IBM's point-of-sale business in 2012.
Toshiba is organised into four main business groupings: the Digital Products Group, the
Electronic Devices Group, the Home Appliances Group and the Social Infrastructure Group. In
2010, Toshiba was the world's fifth-largest personal computer vendor measured by revenues
(after