INDEX

Sr. No.

INDEX

Page No.

Group Members

Certificate

Acknowledgement

Preface

Introduction to marketing research

Marketing Process

Problem Definition
Research Questions
Research Questions Objectives

8
8

Data Collection
Research Plan
Research Approaches
Contact Methods
Sampling Plan
Research Instrument
Pilot Study

9
9
9
10
10
10

Data Analysis and Interpretation

11

Finding of market survey for users

28

Limitations of Market Survey for

users
Suggestions

29

Conclusion

31

Appendix I

32

30

Group Members:
Sr. No
1
2
3
4
5
6
7
8
9
10
11

Name
Goral Patel
Harsh Shah
Chandani Patel
Parag Patel
Sagar Mal
Nirali Mehta
Kashish Shah
Samyak Bumb
Shiney Xavier
Priyank Banker
Jinal Buch

Roll No.
2048
2064
2046
2050
2030
2031
2065
2008
2084
2001
2007

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

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.

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.

MARKETING RESEARCH PROCESS

Define the
problem, the
decision
alternatives,
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.
II.
III.
IV.
V.

To find out the consumer satisfaction level of

digital camera.
To find out the most common and preferred
company among users.
To find out factors considered by the users at
the time of purchasing.
To find out the problems encountered by
existing users.
To come up with relevant suggestions to
device new marketing practices to further
enhance the market of the product.

Chapter 2:
DATA COLLECTION
There are two types of DATA SOURCES:
1)
2)

Primary Data.
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 Observation
2. Focus groups
3. Survey
4. Behavioural data
5. 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.
Our survey based on personal contact because
personal interview is the most versatile method.

10

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. Questionnaires
2. Qualitative Measures
3. 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.

11

Chapter 3: Analysis

1.
The preference of features in a
digital camera.
Easy
to use

Featur
es

Price

21.27
15.27
24.05
16.41
22.9

30.53
27.1
15.65
18.7
8.02

14.89
23.28
22.52
18.7
20.61

First
Second
Third
Fourth
Fifth

Look
(Desi
gn)
16.03
18.32
19.47
27.48
18.7

Brand

17.18
16.03
18.32
18.7
29.77

100%
90%
80%
70%
60%

17.18

16.03

18.32

18.32

19.47
27.48

23.28

18.7

10%

15.27

Second

Features
Easy to use

18.7

8.02

16.41

22.9

24.05

0%
First

20.61

15.65

20%
21.27

Price

18.7
27.1

Brand
Look (Design)

22.52

30.53

30%

18.7
29.77

14.89

50%
40%

16.03

Third

Fourth

Fifth

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.

12

 This shows that the variety seen in the features is

the one that attracts the customers and after that
price is given the importance

2.
Brands of digital Camera people
are aware.
Sony
Nikon
Canon
Samsu
ng
Philips
LG
Kodak
Olymp
us
Casio
Panaso
nic
Intex
Fuji
Dell
Vox
Omega
Videoc
on

13

Colum
n1
23.77
17.86
23.27
11.32
12.2
1.38
2.76
1.01
1.01
1.76
0.38
2.77
0.38
0.13
0.13
0.13

25 23.77

20

23.27

17.86

15
12.2
11.32
Column1

10

2.77
2.76
1.76
1.38
1.011.01
0.38
0.380.130.130.13

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.
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.

14

3.

Usage of the digital Cameras.

Brand

15

Percent
age

Canon

30.91

Sony

36.64

Nikon

15.65

Philips

5.73

Others

11.07

11.07
5.73

30.91
Canon

15.65

Sony
Nikon
36.64

Philips
Others

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 .

4.
Period of using the particular
digital camera.
Canon
Sony
16

<1
1 to 3
3 to 5
>5
year
years
years
years
5.73
13.74
8.4
2.67
3.44
12.98
15.65
4.58

Nikon
Philips
Others

6.49
0
4.96

3.82
0.38
4.96

0
0
3.05

15.65

16
14

3.44
0.38
5.73

13.74
12.98

12
10

8.4
< 1 year

8
6
4

5.73

1 to 3 years

6.49
2.67

3.44

4.58

5.73
4.96
4.96

3.443.82

3 to 5 years
> 5 years

3.05

0.38 0.38
Canon

Sony

Nikon0

0
0
Philips

Others

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

17

 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.

5.
How do you aware about digital
camera?
Tool
18

Percent
age

Newspap
er
Friend or
Relative
Internet
Media
Other

21.16
38.91
23.21
8.53
8.19

8.19
8.53

21.16

Newspaper
Friend or Relative
Internet
Media

23.21

Other

38.91

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.

19

6.
Do tick mark according to your
satisfaction level.
Satisfie
d

Neutral

Dissatisfie
d

USE

Highly
satisfie
d
35.11

51.53

8.78

4.58

Highly
dissatisfi
ed
0.00

FEATURES

36.26

42.37

16.41

4.20

0.76

SERVICES

29.77

40.46

25.57

3.82

0.38

120
100

4.58
8.78

80
60

51.53

0.76
4.2
16.41

3.82
25.57

Dissatisfied
42.37

40.46

40
20

Highly Dissatisfied
Neutral
Satisfied
Highly Satisfied

35.11

36.26

29.77

Use

Features

Services

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
20

average people are satisfied with its features and

hardly have soon dissatisfaction for it.

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.

21

7. Would like to prefer any other

camera?

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

Yes
No

As per survey done by us 21.76 % people

prefer other camera, besides their current camera

and 78.24 % dont want to change their choice of
camera.

Most of people forced to prefer other camera

because

22

of following reasons
Features
Quality
Ease to use
Brand Preference

 Low Price
Better Resolution
User Friendly

People prefer to use following other branded

camera,

23

over and above their current usage

Sony
Nikon
Canon
Samsung
Kodak
Olympus
Philips

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

How Customer solve their problem ?

70
60
50
40
30
20
10
0
Customer Service

Manual & FAQs

E - Mail Support

Others

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.

24

9. Do you need any changes in Camera

which you are using?

21.37
Yes

78.63

No

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.

25

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.

26

Section : B
1. The reason behind not using or purchasing
camera?
People
High Price

31

Not Required

46

Unawareness

Others

Reason for not using digital camera

50
45
40
35
30
25
20
15
10
5
0

46

31
People

High Price

Not Required Unawareness

Others

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
27

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

NO

27

YES

60

Are you planning to use digital camera in future?

70
60

60
50

People

40
30

27

20
10
0
NO

YES

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.
28

 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?
Yes/No

People

NO

53

YES

34

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

NO
YES

34
53

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.
29

 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:
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
dont want to switching in the brand.

30

Chapter 5:
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.

31

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:
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.

32

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
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.
33

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.

34

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

4. Occupation :

( )
Female ( )
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 )
QUALITY
Easy to Use
Features
Price
Look(Design)
Brand
2. How
i.
ii.
iii.
iv.
v.
35

RANK

many Brand of digital camera do you aware?

___________
___________
___________
___________
___________

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

( )

Dissatisfi
ed

Highly
Dissatisfi
ed

Use
Features
Services
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:
_____________________________________________
_____________________________________________

SECTION: B
1. What is the reason behind not Using or purchasing Camera?
High Price
( )
Not Required
( )
Unawareness
( )
Other
( )
If other, please mention:
__________________________________________________
36

__________________________________________________
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? __________________________________

37