Consumer Behaviour Research Project

Project Research In Camera Area (Nikon & Sony)

Date of submission: 04-12-2009

Contents

1. Executive summary 3

2. Background 4

3. Objectives 10

4. Methodology 10

5. Theoretical Area 1: Attitude 12

5.1Definition 12

5.2Characteristics of Attitude 13

5.3 Functions of Attitude 14

5.4 Sources of Attitude Development 15

5.5 The CAC Model 16

6. Application of theory 1 20

6.1 Products: 20

6.2 Price 22

6.3 Promotion 22

6.4 Place 23

6.5 Summary 24

7. Theoretical Area2: learning 24

7.1 Background characteristics / factors: 24

7.3 Model 25

7.4 Comparison with Classical and Instrumental Conditioning model 28

7.5 Summary 29

8. Application of theory 2 29

8.1Product 29

8.2Price: 31

8.3Promotion: 34

8.4 Place 35

8.5Summary 37

9. Conclusions 37

9.1. To find out the differences by comparing Nikon with Sony in camera area. 37

9.2 To provide strategy recommendations for the future development of the market. 38

10.References 40

Book: 40

Internet: 40

11.Appendix 42

1. Executive summary

First of all, in the part of background, we find that camera has become more and more important in our daily life, and consumers tend to pursue the camera with higher quality and technology. The size of camera market is keeping rising in recent years. The superior camera brands in the world are Canon, Fuji, Sony, Samsung and Nikon Then we choose two of these typical brands, Nikon and Sony for our research.

Then in Methodology section, we analyze the secondary data and the qualitative research. It includes 3 stages: definition, uses, advantages and disadvantages. All of these analyzes are discussed with the interview.

In the theoretical area one, we choose the topic of attitude, so firstly introduce definition of attitude, the background, the CAC model and both advantages and disadvantages of the model. Next part, we focus on the CAC model and Marketing Mix to analyze the results of our reach. On the basis of the different answers of four respondents, we can find out factors, which affect their final decision.

In the second theoretical area,we chose the topic of learning process of consumers, the classical conditioning and operant conditioning are two important theories, we adopt an example and compare the differences between them, in-depth understanding of the theoretical content. Whether classical conditioning or operant conditioning, they are focused emphasis on reinforcement, which has important significance for the consumers. We based on marketing mix（4P）point of view, using the two classical model of learning theory to study consumer's ideas and behavior of camera area.

In conclusion part, we find out the differences by comparing Nikon with Sony in camera area. Finally, we provide strategic recommendations for the manufactures' future development.

2. Background

It would be very interesting to study the cameras market. Nowadays the camera (the digital single-lens reflex camera and normal digital camera) are one of the most high tech products but it is also an old product that people still have. It is an object that people use and need everyday and it is very sought-after. Taking pictures is now an important part in daily life for people. Moreover analysing the consumer behaviour in this market would be good because technologies are adapted to society changes.

The size of the camera market is quite good. Since 2006 the sales has increased up to 21% and 98 millions of cameras has been sold in the same year. We have to mention that for the sales of the DSLR it has increased by 39% in 2006. Actually the DSLR has achieved a huge success by the year. Then the next year in 2007 the size of this market has continued to grow up. Indeed the sales have increased by more than 25% which is significant. As well, we can consider it as the boom of the camera market in 2006. But it will be also good to have an idea of the evolution of the market size. Indeed the predictor of sales for 2010 is good. According to the institute Lyra Research which is specialised in forecasting the sales of cameras in the world, the sale was evaluated at 130 millions of units in 2010. Finally this market is growing in American and European markets.

But before to set the scene and in order to make things clear, let's introduce the two different types of cameras.

The the digital single-lens reflex camera (DSLR)

The digital camera

We can give the relative market shares of the key players in 2005 before the boom of 2006 in the cameras market. Canon was the leader in 2005, Canon got 17.4 % of the market share in all segments taken together. Then Sony got 15.2 % and the third is the American Eastman Kodak with 14.2% of market share. In addition, we find that Olympus got 9.8% in 2005.

But it has changed in 2006. Canon still be the number one with 18.7%. It is the same for Sony with 15.8% but for Kodak we can find that there is a significant loss with just 10% of market share. The other change is about Olympus which lost its share, with 8.6% in 2006. Meanwhile Samsung nearly has caught up with Olympus with 7.8%.

The three