Sony's Improvements in the Television IndustryIn recent years, sales of Sony televisions have declined significantly, mainly due to high prices and affordability. Sony needs to lower prices during this economic crisis while ensuring consumers get the same quality products as before. We concluded that individuals with a higher income and those who budget their money are more willing to invest in a premium brand television such as Sony. While price remains one of the factors behind purchasing a TV, the quality and reliability of the TV outweighs the price when making the final decision. Literature Review Looking at Sony's 2009 annual report, we can see the difficulties that the electronics industry has faced in the past year. Television sales have declined rapidly compared to its competitors, Samsung, Panasonic, Mitsubishi and many others (2009 Annual Report). By examining expert and consumer reviews of Sony products on several websites, we concluded that Sony TVs are priced reasonably higher than that of its competitors. Vidhu from New York stated on biz.com his review of the Sony KDL-46W5100 46, Bravia W Series LCD HDTV “Wow! This TV is great and the internet features are great! The picture is far superior to the V series I previously owned and the sound may not be as good as I hoped, but hey who listens to TV speakers anymore anyway![...] And the price,,,dare I say that was CRAZY! Hats off to you 9th Avenue guys. (Vidhu, 2009).” Another review, this time from an expert at alaTest.com, said: "The brand new Sony KDL-40XBR7 is almost perfect especially for those who were impressed by Sony's XBR8 series LCD TVs but avoided purchasing it because of their exorbitant price.. .... middle of paper ...... is your overall opinion on Sony as a company and would you recommend others to buy a Sony TV regardless of the price of their purchases and whether they spread good messages about Sony to potential customers. Grace responded: “I have a lot of respect for Sony, they work hard to offer their consumers the perfect product. I would definitely recommend a Sony product to others. Grace Schneider, Personal Communications, February 22, 2010). Most of the answers were predictable, but the one that surprised us the most is that some people prefer lower prices to higher quality when it comes to their decisions. financial.