Samsung TVs have been having a HUGE sales year, nearly besting Irvine’s Vizio as the top seller of LCD TVs nationwide last quarter. Back then, analysts said Samsung’s growth is because the company integrated the brighter, newer LED technology into TVs faster than the competition.
But another reason surfaced today: More salespeople at major electronics stores recommend Samsung LCD TVs.
J.D. Power and Associates, which rates companies based on consumer surveys, sent 1,500 mystery shoppers to major electronics stores like Best Buy, Fry’s Electronics and Ken Crane’s. Store salespeople recommended a Samsung LCD TV nearly 2-to-1 over second-place Sony (see chart on right).
Most recommended 2Q 2009 2Q 2008 Samsung 58% 35% Sony 21% 28% Vizio n/a 7%
The report, from the J.D. Power and Associates and Market Force Information 2009 Television Retail Insights Report, said the gap between first and second place widened this year as Samsung pumped up its LCD TV marketing campaign.
“In the last six months, Samsung made a remarkable shift to the point where they’re being recommended as a premium brand based on quality and features. Samsung is being portrayed as a Sony,” said Chris Denove, J.D. Power’s vice president of operational research.
Denove doesn’t suspect that Samsung is covertly paying salespeople to promote the brand even as 58 percent recommend a Samsung compared to 21 percent for Sony. Rather, he believes Samsung’s new status is rightly deserved. Samsung, previously considered a value brand by salespeople, has done a great job marketing its LCD TVs, he said. And its LCD TVs were not only among some of the first available, but they have won awards.
That’s good news for Samsung, but terrible news for Sony, which has relied on its aging credentials as a premium brand.














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