CAMERA MARKETING RESEARCH GROUP 2

NAME
ALOK SHENOY ASHWIN PRASAD JUTHIKA KAMDAR PRITHA PAL ROHIN GEORGE THOMAS SHASHANK SHARMA

PGDM
12125 12130 12142 12154 12157 12165

BACK GROUND AND CONTEXT

Camera market has shown a near constant growth of

35 percent in sales, every year.

Indian camera market is anticipated to grow at the

compounded annual growth rate (CAGR) of around 27% for next five years to reach USD 3 Billion (Rs. 1675 Crores) by 2017.
According to Dublin Research and Marketing Group,

the market was valued at INR 17.5 bn during the fiscal year 2010 and is expected to attain a CAGR of 43% to reach INR 104.6 bn by 2015.

AIM OF THE STUDY

The study aims at analyzing the scope for

launching an entry level DSLR. DSLR cameras are used by the photography enthusiasts who are one specific customer segment. Being manual cameras, the customer base for these cameras is smaller.

MYSORE MARKET
The main players in the Mysore market for

DSLR cameras are Canon, Nikon, Olympus, Sony and Panasonic.

According to the market trend, the most

popular DSLR camera in Mysore, is Canon. Hence our study focuses on the company Canon.

RESEARCH OBJECTIVES
1. To understand different traits of the camera

those are considered by the consumers when they buy a basic DSLR camera.
2. To assess factors that influence the purchase

decision
3. To assess possible competing products

RESEARCH QUESTION
What are the specific technical and aesthetic specifics that will make an entry level DSLR sell to a Mysore customer?

RESEARCH PURPOSE
The purpose of the study is to help Canon assess the possible customer perceptions and requirements for DSLR cameras in Mysore.

INFORMATION REQUIRED PLANNING TABLE

Information Requirement Planning Table Scaling Approach

Sources of Info

Responded

Information Required

Method

Primary

age 16-35

Perspective about entry level DSLR camera

Questionnaire

Nominal and Interval Scale

Secondary

Retailers

Demand for entry level DSLR camera category What the person observes when he sees a DSLR

Interview

Ordinal Scale

Shoppers

Observation Protocol

Interval scale

METHODOLOGY
The current DSLR (Digital Single Lens

Reflex) segment of the camera market can be split into the following categories based on the specifications and the capability of the camera system.
Digital Single Lens Reflex (DSLR)

Starters

Semi- Professional

Professional

DATA COLLECTION METHOD

SOURCES OF DATA
PRIMARY DATA SECONDARY DATA

SAMPLING PLAN
SAMPLE SIZE JUDGEMENT SAMPLING SAMPLE AREA

DATA COLLECTION INSTRUMENTS

QUESTIONNAIRE

Inferences from Data

Color
2 out of 3 women 1 out of 3 men

Memory Capacity
16 Gb bundle or Product Modification DSLR prefer 32 Gb

Inferences from Data

Point and shoot prefer JPEG while DSLR also have inclination for RAW Megapixel was more a consideration for point and shoot users however DSLRs in the market which are in use are mostly of high Mega Pixel rating. People do not know how to use modes. To differentiate products based on modes offered with an educational campaign on how to use the

modes would yield a good adoption for product.

Inferences from Data

Weight is a consideration for the factor of Stability for DSLR users (36/57) Weight is a consideration for the factor of Comfort for Point and Shoot users (52/70)

People would like wifi data transfer in their cameras

Product price for configuration suggested should be between Rs.14 to 16 thousand

Recommendations
For a DSLR Camera, in Mysore the most

adopted brand is Canon The color is of concern to half of the customers and hence variations in color could help expand the market The memory capacity of the camera should be a minimum of 16Gb. It could be bundled with the Camera or could be added as in built memory

Learning from the Exercise

The customer is very poorly educated about

products The B2C market is vague compared to the B2B market The customer does not know what he wants The amount of Qualitative data that can be obtained is much more than the amount of Quantitative data