Comparative Study of different brands of Digital Camera and Consumer Preference for the same in Pune

Presented By: Ankita Singh Priyanka Varade Ravi Shanker Choubey Jagrit Minocha Radheyshyam Jangid

Road Map
Digital Camera Research Objectives Research Methodology Sample Design Top Brands of Digital Camera Consumer Preference Data Analysis Findings Learnings

Digital Camera
A digital camera (or digicam) is a camera that takes video or still photographs by recording images on an electronic image sensor. Types: Compact digital cameras Bridge cameras Mirrorless interchangeable-lens camera Digital single lens reflex cameras

Research Objective
The purpose of this study is to investigate and observation on what the consumer wants to purchase, what they are purchasing, and why they purchase some specific digital camera brand.

Primary Objective

1) To study consumer preference towards digital camera and market position of the brands in Pune.

Secondary objective

1. To find the attributes which influenced the customers in selecting particular camera brands?

2. To know the camera features affecting buying decision of the consumer.

RESEARCH METODOLOGY

Source of data collection: There are two types of data collection: 1) Primary data collection 2) Secondary data collection.

Sample Design
Sample Area : Pune Sample Unit : Users and Non-users of digital camera Sample Size : 131 respondent Sample Media : Online Questionnaire Sampling Method : Non random/non probability

Top Digital Camera Competitors

Canon Nikon Sony Samsung Panasonic Fujifilm

Consumer Preference
Consumer preferences involve the ranking of goods and services according to how much benefit they afford. The study of consumer preferences employs assumptions about consumers behavior and how they decide preferences.

Data Analysis
Canon Samsung
8%

Nikon 1% Sony 9% Fujifilm Other

Panasonic
25%

7%

21% 29%

Reasons for Prefering

34%

22% 17% 9% 18%

Features

Durability

0%

Factors Persuaded
20% 17% 11% 10% 11% 10% 21%

Advertisement

Product Features

0%

Features for Prefering

Other Battery Backup Panoroma Mode Manual Control Option Interchangeable Lens Image Stabilizer Screen Size Zooming Density Picture Quality Lens Quality Stylish Design Low weight Mega Pixels

1% 11% 3% 4% 3% 8% 5% 10% 14% 11% 8% 7% 15%

Brand Aspire
Canon Samsung 6% 18% Nikon Sony Fujifilm Other 6% 1% Panasonic

45%

24%

Findings
By our survey we found out that Nikon is the mostly prefered brand i.e 29% consumers are currently using Nikon and Second most prefered is Canon i.e 25%. Consumers generally prefer any particular brand of digital camera because of its features and easy handling.

Mainly product features, family recommendation and advertisement persuade consumers to buy digital camera.

After survey analyses it is found that consumer consider Mega Pixels, Picture Quality and Battery Backup as major features to purchase digital camera.

Mostly consumer use digital camera for their personal use, vacations & trips and family events.

After survey it was found that most of the respondent aspires Canon i.e 45% and 24% aspire Nikon.

Learnings
We came to know about which brand of camera is mostly preferred and on what basis. We also learned that Consumers generally prefer any particular brand of digital camera because of its features and easy handling. Mainly product features, family recommendation and advertisement persuade consumers to buy digital camera. After survey analyses it is found that consumer consider Mega Pixels, Picture Quality and Battery Backup as major features to purchase digital camera.

Thank You