INDEXSr. No. INDEX Page No.

Group Members 2

Certificate 3

Acknowledgement 4

Preface 5

Introduction to marketing research 6

Marketing Process 7

1 Problem Definition Research Questions Research Questions Objectives

88

2 Data Collection Research PlanResearch ApproachesContact MethodsSampling PlanResearch InstrumentPilot Study

999101010

3 Data Analysis and Interpretation 11

4 Finding of market survey for users 28

5 Limitations of Market Survey for users 29

6 Suggestions 30

Conclusion 31

Appendix I 32

1

Group Members:

Sr. No Name Roll No.1 Goral Patel 20482 Harsh Shah 20643 Chandani Patel 20464 Parag Patel 20505 Sagar Mal 20306 Nirali Mehta 20317 Kashish Shah 20658 Samyak Bumb 20089 Shiney Xavier 2084

10 Priyank Banker 200111 Jinal Buch 2007

2

CERTIFICATE

This is to certify that the report entitled “MARKET RESEARCH ON

DIGITAL CAMERA” submitted by “Group-C” of S.Y.B.B.A. SEM-IV in

partial fulfilment of the requirement for the award of degree M.B.A. from K. S.

School of Business Management, Gujarat University. This is the record of the

students own work carried out by them under my supervision. The information

embodied in this report is original and has not been submitted for the award of

any other degree.

Date:

(Mr.Jayrav Jansari)

Project guide

3

Acknowledgement

The project is dedicated to all the people whom we met, talked, interviewed took guidance and learn something from them. On this occasion, we want to grab this immense opportunity to ACKNOLEDGE our sincere Thanks to all of them while submitting this report.

We would like to express our heartly gratitude towards DR.SARLA ACHUTHAN the director of K.S.SCHOOL OF BUSINESS MANAGEMENT for giving us this unique opportunity of conducting a project which gave us immense knowledge.

Encouragement, inspiration, positive attitude and guidance are the basic ingredients of success given by our project guide MR. Jayrav Jansari during the entire process of project preparations.

We are also thankful to the co-ordinators for helping and guiding us in project.

The essence of preparing this project is to apply practical knowledge in our theoretical study. In order fulfil this objectives, we have come up with team effort presenting an in depth knowledge on Digital Camera.

4

Preface

P-PLANNING

R-RESOURCING

O-ORGANISING

J-JUDGEMENT

E-EFFORTS

C-CONTROL

T-TACTFULNESS

“LET THE CHILD LEARN BYDOING” these are the words followed by most of the successful persons.”EXPERIENCE IS THE BEST TEACHER WHICH TAKES A TEST FIRST ANDTHEN TEACHES A LESSON” this saying has played a vital role and has guided us throughout the project work. The purpose of preparing this project is to get an idea about Digital Camera .This practical work develops awareness in students about difficulties and challenges.

The project has provided us an opportunity to get glimpse of Digital Camera. This project is an example of the combination of our knowledge and experience, a written form of our visualisation.

5

INTRODUCTION TO MARKET RESEARCH

The systematic gathering, recording, analyzing and use of data relating to the transfer and sale of goods and services from producer to consumer are known as Marketing Research.

We mean MARKETING as following:

M- Money motives.

A - All consumers must be satisfied.

R - Risk must be minimized.

K- Keep an eye on market position.

E- Easy availability of product.

T- Thoughtfully decision marketing.

I - Importance of Advertisement.

N-Need change all the time.

G- Generation of new idea.

6

MARKETING RESEARCH PROCESS

7

Define the problem, the decision alternatives, and research objectives

Develop the research plan

Collect the information

Analyze The Information

Present the findings

Make information

Chapter 1:

PROBLEM DEFINITIONS

Problem should not be defined either too broadly or too narrowly. A very broad definition leads to excessive wastage of resources. Too narrow a definition leads to inadequate data.

Clarity on the following helps in defining the problem appropriately:

1).What is to be researched (content, scope)?

2).Why is it to be researched (the decisions that are to be made)?

RESEARCH OBJECTIVES:

I. To find out the consumer satisfaction level of digital camera.

II. To find out the most common and preferred company among users.

III. To find out factors considered by the users at the time of purchasing.

IV. To find out the problems encountered by existing users.V. To come up with relevant suggestions to device new

marketing practices to further enhance the market of the product.

8

Chapter 2:DATA COLLECTION

There are two types of DATA SOURCES:

1) Primary Data.2) Secondary Data.

Primary Data are data freshly gathered data for a specific purpose or for a specific research project.

RESEARCH PLAN: Marketing research requires developing the most efficient plan for gathering the required information.This involves Research approaches, contact method, Sampling plan, Research instrument.

RESEARCH APPROACHES:Primary data can be collected in five ways:

1. Through Observation2. Focus groups3. Survey4. Behavioural data5. Experiments

We have selected survey as our research approach.

CONTACT METHODDS:Once a sampling plan has been determined the marketing researcher must decide how the information should be collected through Mail, telephone, personal and online interview.

9

Our survey based on personal contact because personal interview is the most versatile method. The interviewer can ask more questions to respondents.

SAMPLING PLAN:After deciding on the research approach and instruments, the marketing researcher must design a sampling plan. This calls for three decisions:Sampling unit: who should we survey?We have targeted youngsters of Ahmedabad.

Sampling size: How many people should we survey?We have targeted 347 people as a sample size.

Sampling procedures: How should we choose the respondents?We have selected Random Sampling Method.

RESEARCH INSTRUMENT:There are three main research instruments in collecting primary data:

1. Questionnaires2. Qualitative Measures3. Technological Devices

We have selected Questionnaires as our Research instrument.

Pilot study:Before doing our main survey we have done with the pilot survey. We have taken the sample size of 30 people for the pilot survey. So that we can understand that our questioners is Proper or not.

10

Chapter 3: Analysis1. The preference of features in a digital camera.

Easy to use

Features Price Look (Design

)

Brand

First 21.27 30.53 14.89 16.03 17.18Second 15.27 27.1 23.28 18.32 16.03Third 24.05 15.65 22.52 19.47 18.32

Fourth 16.41 18.7 18.7 27.48 18.7Fifth 22.9 8.02 20.61 18.7 29.77

FirstSecond

ThirdFourth

Fifth

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

21.2715.27 24.05

16.41 22.9

30.53

27.1 15.65

18.7 8.02

14.8923.28

22.52

18.720.61

16.03 18.3219.47

27.48

18.7

17.18 16.0318.32 18.7

29.77

BrandLook (Design)PriceFeaturesEasy to use

As per the survey, it is observed that the first preference is given to features. After features, the second priority is given to price. Then, people prefer easy to use. The fourth priority is given to look (design) and the last is brand.

This shows that the variety seen in the features is the one that attracts the customers and after that price is given the importance

11

2. Brands of digital Camera people are aware. Column1

Sony 23.77Nikon 17.86Canon 23.27Samsung 11.32Philips 12.2LG 1.38Kodak 2.76Olympus 1.01Casio 1.01Panasonic 1.76Intex 0.38Fuji 2.77Dell 0.38Vox 0.13Omega 0.13Videocon 0.13

Sony

Nikon

Canon

Samsu

ng

Philips LG

Kodak

OlumpusCasi

o

Panaso

nicIntex Fu

jic Dell Vox

Omega

Videoco

n0

5

10

15

20

25 23.77

17.86

23.27

11.3212.2

1.382.76

1.01 1.01 1.760.380000000000002

2.770.38000000000000

2 0.13 0.13 0.13

Column1

From the above column chart we can consider that, people are more aware about Sony and Canon digital camera. Here we can see that there are many companies which provide digital camera like Sony, Canon, Nikon, Philips, LG etc.

12

23.77% people are aware about Sony digital camera which is highest.

After Sony people are aware about canon digital camera which is 23.27%.17.86% people are aware about Nikon digital camera.

12.2% people are aware about Philips digital camera. 11.32% people are aware about Samsung digital camera. For LG, Kodak, Olympus, Casio, Panasonic, Intex, Fujifilm,

Dell, Vox, Omega, Videocon the percentage of people who are aware is 1.38, 2.76, 1.01, 1.01,1.76, 0.38, 2.76, 0.38, 0.13, 0.13, 0.13 respectively.

13

3. Usage of the digital Cameras.

Brand PercentageCanon 30.91

Sony 36.64

Nikon 15.65

Philips 5.73

Others 11.07

30.91

36.64

15.65

5.73 11.07

CanonSonyNikonPhilipsOthers

From above diagram we can see that the most preferred camera is Sony, 36.64% people are using it.

2nd prefered camera that people are using is Canon ,which is 30.91%.

3rd and 4th preference is given to Nikon & Philips.15.65% & 5.73% people are using it respectively.

11.07% people use other camera then above four brand. These are Panasonic, Olympus , Kodak, Samsung, Intex .

14

4. Period of using the particular digital camera.

< 1 year 1 to 3 years

3 to 5 years

> 5 years

Canon 5.73 13.74 8.4 2.67Sony 3.44 12.98 15.65 4.58Nikon 3.44 6.49 3.82 0Philips 0.38 0 0.38 0Others 5.73 4.96 4.96 3.05

CanonSony

NikonPhilips

Others

0

2

4

6

8

10

12

14

16

5.73

3.443.44

0.380000000000001

5.73

13.7412.98

6.49

0

4.96

8.4

15.65

3.82

0.380000000000001

4.962.674.58

00

3.05

< 1 year1 to 3 years3 to 5 years> 5 years

First of all we are talking about canon digital camera. People give maximum vote in using it in 1 to 3 years which is 13.74%.

8.4% people will use it for 3 to 5 years. Then 5.73 & 2.67% of people will use canon digital camera

for <1 year and >5 year respectively. In Sony digital camera people give maximum vote in using

it in 3 to 5 year. which is 15.65%. 12.98% people will use it for 1 to 3 years. Then 4.58 &3.44% of people will use Sony for <1 year and

>5 year respectively. For Nikon 3.44%, 6.49% and 3.82% of people will use it for

<1 year, 1 to 3 year and 3 to 5 year respectively.

15

For Philips camera 0.38 & o,38% people will use it for <1 year and 3 to 5 year respectively.

For other camera 5.73, 4.96, 4.96 &3.05% of people will use it for <1 year , 1 to 3 years, 3 to 5 years and above 5 years.

16

5. How do you aware about digital camera?

Tool PercentageNewspaper 21.16Friend or Relative

38.91

Internet 23.21Media 8.53Other 8.19

21.16

38.91

23.21

8.53

8.19

NewspaperFriend or RelativeInternetMediaOther

People are aware about digital camera from their friends and relatives. which is 38.91%.

Internet is the next source at where people get more aware. The percentage is 23.21%.

We can give 3rd rank to newspapers about the awareness among the people. Which is 21.16%.

The next number of awareness medium is medial and others respectively. which are 8.53 & 8.19 respectively.

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6. Do tick mark according to your satisfaction level.Highly

satisfiedSatisfied Neutral Dissatisfied Highly

dissatisfiedUSE 35.11 51.53 8.78 4.58 0.00

FEATURES 36.26 42.37 16.41 4.20 0.76

SERVICES 29.77 40.46 25.57 3.82 0.38

Use Features Services0

20

40

60

80

100

120

35.11 36.26 29.77

51.53 42.3740.46

8.78 16.41 25.57

4.58 4.2 3.820.7600000000

00003

Highly DissatisfiedDissatisfiedNeutralSatisfiedHighly Satisfied

As we can conclude from above table, people using cameras, 35% are highly satisfied with its usage while 52% are satisfied and 9% composite of having a neutral feeling for it and approximately 4% stated that they are not at all satisfied with its usage. To conclude (for just usage) on an average people are satisfied with its usage and hardly have soon dissatisfaction for it.

As we can conclude from above table, people using cameras, 37% are highly satisfied with its features while 43% are satisfied and 17% composite of having a neutral feeling for it and approximately 4% stated that they are not at all satisfied with its features. To conclude (for just features) on an average people are satisfied with its features and hardly have soon dissatisfaction for it.

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As we can conclude from above table, people using cameras, 30% are highly satisfied with its services while 41% are satisfied and % composite of having a neutral feeling for it and approximately 17% stated that they are not at all satisfied with its services. To conclude (for just services) on an average people are satisfied with its services and hardly have soon dissatisfaction for it.

It is concluded that people are more satisfied with uses, because after using camera they actually know about the camera, and take decision accordingly. It is seen that people are less dissatisfied with camera.

Around 50% people are satisfied with services which company can provide to customers. And from the above chart we can say that people are highly influenced by its features and uses . hence it is said that if people are given all in one package with reasonable price then it should be more favourable for company.

7. Would like to prefer any other camera?

19

Answer of above question should be in “Yes” or “No”.

Below Chart will explain how many people prefer other camera

in addition to their current camera.

21.76 %

78.24 %

YesNo

As per survey done by us 21.76 % people prefer other

camera, besides their current camera and 78.24 % don’t want

to change their choice of camera.

Most of people forced to prefer other camera because of

following reasons

Features

Quality

Ease to use

Brand Preference

Low Price

Better Resolution

User Friendly

20

People prefer to use following other branded camera,

over and above their current usage

Sony

Nikon

Canon

Samsung

Kodak

Olympus

Philips

21

8. How Company can provide you technical support? We have given the following options in questionnaire to know how

people solve their technical and other problems

Customer Service

Manual & FAQs

E – Mail Support

Others

People share their experience how their problems solved which can be

understand by the following chart

Customer Service Manual & FAQs E - Mail Support Others0

10

20

30

40

50

60

7061.83 %

19.85 %

15.65 %

2.67 %

How Customer solve their problem ?

As we can see that most of companies give Customer Service rather than other support service, so 61.83 % people prefer customer service for solving their problems.

Some of people also prefer Manual & FAQs and E – Mail

Support given by companies to solve their technical and other

camera related problem.

22

9. Do you need any changes in Camera which you are using?

21.37

78.63

YesNo

From the above chart we can see that 78.63% people do not want to change in camera that they are using right now. And 21.37% people want to change in their camera that they are using. They want to change in camera because of some limitations in that cameras or they need more facilities in that cameras like low price , high megapixels , LCD screen , touch screen cameras etc.

So we can say more than 3/4th of the people do not want to change in the cameras.

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Suggestions.

The digital camera should Come with better applications. The new technology should reduce the size and weight of

camera. The camera has good quality and features but price is very high. The digital camera should Come with better resolution. Highly upgrated software People want digital camera which satisfy the long time goal. People also want more Inbuilt memory with memory card. There should be Innovative features with cheap price in the

digital camera. People want good service of the digital camera after sale.

Section : B

1. The reason behind not using or purchasing camera?

24

People

High Price 31

Not Required 46

Unawareness 6

Others 8

High Price Not Required Unawareness Others0

5

10

15

20

25

30

35

40

45

50

31

46

68

Reason for not using digital camera

People

The above graph represents the reasons for not using digital camera. The major reason found is that the requirement for digital camera is not there among the people. This reason is highlighted because nowadays mobile phones provide a variety in camera features so the need for digital camera has been eliminated.

The number of people not requiring digital camera is 46, whereas 31 people has a constraint of high price for digital camera. As per our survey, very few people are unaware about the digital camera while some have other miscellaneous reasons for not using it.

2. Are you planning to use digital camera in feature?

Yes/No People

25

NO 27

YES 60

NO YES0

10

20

30

40

50

60

70

27

60

Are you planning to use digital camera in future?

People

According to the survey conducted by us, 27 people are not planning to use digital camera while there are 60 who plan to use digital camera in future.

This clearly shows that there are potential buyers and the market for digital camera will increase in future.

Due to this scenario, there are bright chances for the sellers to maximize their returns in future if they are able to attract the customers due to their variety and features.

3. If you are given choice to use Canon Digital Camera then will you use it?

26

53

34

If given a choice, will you use Canon Digital camera?

NOYES

The data collected from the study shows that 53 people do not prefer to use Canon Digital camera. This is a negative sign for the company as only 34 prefer Canon Digital camera.

The reason for not preferring Canon might be because of the competitors prevailing in the market.

The major competitors are Sony, Nikon, Samsung, Philips,etc. To make this ratio positive, the company needs to increase its

promotion in the market.

Chapter 4: Findings:

27

Yes/No People

NO 53

YES 34

We have surveyed 347 consumers out of which 262 consumers are using digital camera and 85 consumers are not using it.

People are giving their 1st preference to the features other than price, look, and brand.

Among various brands of digital camera Sony and canon are more prefered cameras than other brands like Nikon, Philips, Samsung etc.

Most of the consumers come to know about particular brand of digital camera from friends and relatives and few consumers come to know about it through news papers and media.

People are generally using digital camera around 3-5 years. because they have very well experience with their current brand and they don’t want to switching in the brand.

Chapter 5:

28

LIMITATIONS:

The most important limit of our survey is time limit. It takes long time to survey.

The sample size of 300 consumers might not represent the behaviour of whole population as the sample size is too small.

There is a limitation of geographical reach. In this report all the areas of Ahmedabad are not covered, only few areas are taken and considered.

Some respondents refused to fill up the questionnaires and did not co-operate while some gave dishonest answer. Thus, getting the right respondents is critical task.

In spite of these limitations, we worked with enthusiasm and with co-operation of each other. We tried to give the best result to the reader of this report.

Chapter 6:

29

Suggestions

Now-a-days people are preferring more branded camera. It suggests that market has many opportunities for new companies with more attractive features.

Phillips and Samsung brands should more concentrate on advertising and promotional scheme and open more outlet.

Phillips and Samsung companies should enter into market with low price and more attractive features.

Conclusion: Consumer is considered to be the king of the market. The

role of kingdom says that if the consumer is fully satisfied and if they have the faith in the product of the company, then the

30

company can get place on the peak of the market. This is the principle, which is very well taken care of by producers and marketers of Digital Cameras.

We learnt how to deal with people in all circumstances and how to maintain relation. The important part is extracting information which helped us to improve our potential.

In the meanwhile, we faced some problem but at last we were able to complete the project successfully by getting information as we needed.

Finally we would like to conclude our project with high feeling of having gained massive knowledge about Digital Cameras and its market research.

We have tried to find all essential information so that we can deliver the true picture of market of Digital Cameras. But, as human being unknowing. If we have made any mistake, we request you to apologize us.

Overall it was great experience and we obtained a substantial amount of knowledge from it. We also enjoy this task as a part of our education.

31

APPENDIX I

K.S.SCHOOL OF BUSINESS MANAGEMENT

QUESTIONNARY FOR CONSUMER

This information is for academic purpose not for commercial purpose:

1. Name :2. Age :3. Gender : Male ( )

Female ( )4. Occupation : Student ( ) Employee ( )

Profession ( ) Other ( )

___________________________________________________________________________

DO YOU HAVE DIGITAL CAMERA?

Yes ( ) No ( )

If Yes, Fill Sec-A

If No, Fill Sec-B

________________________________________________________

SECTION: A

1. According to you, what should be the preference of features in a digital camera? Assign them. (Give ranks from 1 to 5: 1st for highest to lowest )

32

QUALITY RANKEasy to UseFeaturesPriceLook(Design)Brand

2. How many Brand of digital camera do you aware?i. ___________

ii. ___________iii. ___________iv. ___________v. ___________

vi.3. Which Camera do you Use?(If other then give name of camera)

Canon ( ) Sony ( ) Other ( ) ____________Nikon ( ) Philips ( )

4. Since how long are you using this particular Camera? < 1 year ( ) 3 to 5 years ( )1 to 3 years ( ) above 5 years ( )Why? ______________________________________________

5. How do you aware about Digital Camera?Newspaper ( ) Friends or Relative ( ) Internet ( )Medial ( ) Other ( )

6. Do tick mark according to your satisfaction:

Highly Satisfied

Satisfied Neutral Dissatisfied Highly Dissatisfied

UseFeaturesServices

7. How can company provide you the technical support?Customer Service ( ) Email Support ( )Manual & FAQ ( ) Others ____________

8. Would you like to prefer any other camera?Yes ( ) No ( )If Yes, Which__________

Why? ___________________________________ ___________________________________

9. Do you need Any Changes in Camera which you are using?Yes ( ) No ( )If Yes, Which? _________________________________

10. Any Suggestion:__________________________________________________________________________________________

33

SECTION: B

1. What is the reason behind not Using or purchasing Camera?High Price ( ) Not Required ( )Unawareness ( ) Other ( )If other, please mention: ____________________________________________________________________________________________________

2. Are you planning to use digital camera in future?Yes ( ) No ( )Which company? ___________________

3. If you are given choice to use Canon Digital Camera then will you use it?No ( )Yes ( ) If yes then why? __________________________________

34