Marketing Research & Consumer Survey on Digital Cameras
What are Digital Cameras?
• An electronic device used to capture and store photographs
▫ electronically ▫ In a digital format
• Multifunctional Devices – can record video • Can be divided into 2 categories
▫ Compact Digital Camera ▫ Prosumer Cameras
What Brand of Camera do you own?
2% 2% 0%
7% 9% 17% 46% 17% Canon Sony
Nikon
Kodak Olympus Samsung HP Fuji
• Olympus – 7% market share – 0% brand image • Fuji – 0% market share
Best Brand in the Market
• Sony – No. 1 • Canon has equal market share as Nikon, despite better brand image
Olympus 0%
Kodak 6%
Samsung HP 2% 2%
Fuji 0% Canon 26%
Nikon 20%
Sony 44%
Satisfaction with Digital Camera
2% 6% 22%
24%
Very Satisfied
Satisfied Neutral Dissatisfied Very Dissatisfied 46%
• 68% of consumers satisfied • Only 8% of consumers dissatisfied • Tremendous growth opportunity with 24% neutral market.
Important criteria for purchasing decision
60 50
40
30
20
10
0 5th Priority 4th Priority 3rd Priority 2nd Priority 1st Priority
Price
6 6 13 11 12
Features
3 6 5 12 22
Looks
8 16 13 7 4
Brand Image
4 9 14 15 6
Friend's Advice
30 10 2 2 4
Acceptable Amount (in Rs.)
2% 18% 36% 5000-10000 10000-15000 15000-20000 20000 & Above
44%
• Market Potential – Over Rs. 8 Lakh Gross Revenue – From 50 people!
Additional Features Requested
9% 16%
50%
Better Battery Life Mobile Phone
17%
MP3 Player
Water-Proofing Printing 8%
Influencing Factors in Buying decision
16%
44% Significantly Lower Price 25% Free Memory Card Free case Better looks Better features 10% 5%
Forms of Media
25 20 15 10 5 0 People
Axis Title
TV 21
Newspapers 8
Magazines 13
Shops 2
How would you rate the advertisement?
4% 11% 13% Excellent & Persuasive Good & Informative Not very convincing 72% Don't remember