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CHAPTER - I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

Business always starts and ends with customers and hence the customers must

be treated as the King of the market. All the business enhancements, profit, status,

image of the organization depends on customers. Hence it is important for all the

organizations to meet all the customers expectations and identify that they are

satisfied customer. Customer satisfaction is the measure of how the needs and

responses are collaborated and delivered to excel customer expectation. It can only be

attained if the customer has an overall good relationship with the supplier. In todays

competitive business marketplace, customer satisfaction is an important performanceexponent and basic differentiator of business strategies. Hence, the more is customer

satisfaction; more is the business and the bonding with customer.

Customer satisfaction is a part of customers experience that exposes a

suppliers behavior on customers expectation. It also depends on how efficiently it is

managed and how promptly services are provided. This satisfaction could be related

to various business aspects like marketing, product manufacturing, engineering,

quality of products and services, responses customers problems and queries,

completion of project, post delivery services, complaint management. Customer

satisfaction is the overall essence of the impression about the supplier by the

customers. This impression which a customer makes regarding supplier is the sum

total of all the process he goes through, right from communicating supplier before

doing any marketing to post delivery options and services and managing queries or

complaints post delivery.

During this process the customer comes across working environment of

various departments and the type of strategies involved in the organization. This helps

the customer to make strong opinion about the supplier which finally results in

satisfaction or dissatisfaction.

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Customers perception on supplier helps the customer choose among the

supplier on basis of money value and how well the delivered products suit all the

requirements. The suppliers services never diminishes after the delivery as customer

seeks high values post marketing services which could help them use and customize

the delivered product more efficiently. If he is satisfied with the post marketing

services then there are good chances for supplier to retain the customers to enhance

repeated purchases and make good business profits.

It is necessarily required for an organization to interact and communicate with

customers on a regular basis to increase customer satisfaction. In these interactions

and communications it is required to learn and determine all individual customer

needs and respond accordingly. Even if the products are identical in competing

markets, satisfaction provides high retention rates. For example, shoppers and

retailers are engaged with frequent shopping and credit cards to gain customer

satisfaction, many high end retailers also provide membership cards and discount

benefits on those cards so that the customer remain loyal to them.

Higher the satisfaction level, higher is the sentimental attachment of

customers with the specific brand of product and also with the supplier. This helps in

making a strong and healthy customer-supplier bonding. This bonding forces the

customer to be tied up with that particular supplier and chances of defection very less.

Hence customer satisfaction is very important panorama that every supplier should

focus on to establish a renounced position in the global market and enhance business

and profit.

The characteristics of services play a predominant role in determining the

degree of service quality, which in turn makes the measurement of service quality

difficult. Without prejudice, a service provider and a customer find it difficult to

evaluate the service because of its intangibility. The services are considered to be

intangible, as the customers perceive them instead of touching and seeing. It is very

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difficult for a service provider to arrange his service delivery systems to match the

customer demand with the supply of services. This is so because the services are

perishable in nature and the services cannot be made ready in advance and stored as

that of materialistic items. The perish ability of service also means that a service

cannot be exactly repeated and it may result in dissatisfaction of the customers if their

expectations are not met. The inseparability of services and service provider

determine the role of people in service delivery systems. The heterogeneous nature of

service means that every service is considered as unique and at all times it differs

from other services. Attaining sustainable competitive advantage is practically

difficult because the services cannot be easily copied and patented.

Services are often produced and consumed simultaneously, indicating that thecustomer is intimately involved in the process of producing and delivering a service.

The involvement of customers in the service delivery process decides the nature of

the service delivery process and its effectiveness. In general, the customers judgment

of service quality can be regarded as an appraisal of the service delivery process and

the service outcome, by comparing the expectations of the customers and desired

benefits. This paves the way to assess quality from a services marketing point of view

namely, perceived service quality.

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1.2 OBJECTIVES OF THE STUDY

Following are some of the specific objectives of the study:

To study the socio economic factors of the respondents.

To ascertain the existing marketing practices of the Sony Digital camera in

Erode district.

To analyze the consumer awareness about the Sony digital camera.

To find the consumers buying motives of Sony digital Camera.

To find the consumers opinion about the performance of Sony Digital

Camera.

To find out and suggest general marketing conditions and tendencies and

to give suggestions to improve marketing strategy.

1.3 SCOPE OF THE STUDY

The scope of the project is restricted to the buyers opinion regarding Sony

digital camera in Erode city only. Their opinion is collected according to their

willingness education and financial position in Erode city. This is because it has to

satisfy their needs.

1.4 RESEARCH METHODOLOGY

Primary Data

Primary data is first hand data which is solely for a particular purpose. Both

primary data and secondary data have been collected to bring out this project report.

The primary data have been collected through questionnaire study technique to

collect information from customers.

A questionnaire is the most common research instrument. Questioning

methods have considerable versatility. They are used to obtain data on almost any

type of marketing problem. To know the consumers behavior towards the product,

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questionnaire was prepared and distributed to different consumers of different age

groups, different income groups and of different occupation.

Questionnaires were prepared to know the following facts:

Opinion of the consumers about the product.

The factors affecting the consumers while using Sony digital camera.

Opinion about the price and quality of Sony digital camera.

Secondary Data

Secondary data is a second hand data. There are numerous sources of

secondary data. It is published or semi published data. Secondary data has been

collected by referring through text books, Internet, publications and reports,catalogues.

1.5 LIMITATION OF THE STUDY

The scope of study is limited to Erode city only. The reference has

been drawn with the opinion of consumer Erode city.

Time is the main factor in conducting the survey. We have limited

time for preparing the project report. This is one of the main limitations in the

presentation of the report.

Analysis of questionnaires on the basis of annual income could not

analyze on each aspects because majority of response did not mention it

properly.

Due to lack of time only 150 respondents were interviewed.

1.6 TOOLS FOR ANALYSIS

The collected data were classified into suitable tabular forms, for analysis and

interpretation. Simple statistical tools like percentage analysis, chi square test and

weighted average were used. Weighted average method was used for the analysis of

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attitude in marketing. The formula used for percentage analysis, chi square test and

weighted average method are furnished as follows.

Percentage analysis

Percentage refers to a special kind of ratio. Percentages are used in making

comparison between two or more series of data. Percentages are used to describe

relationship, since the percentage reduces everything to a common base and there by

allows meaningful comparisons to be made.

No .of respondentsPercentage analysis = --------------------------------- 100

Total no. of respondents

Chi square test

The chi square analysis is mainly used to test the independence of two

factors. In other words the chi square analysis performed to test the signification of

one factor over the other. In this study the factors are classified under personal is age,

monthly income, educational qualification and amount spending. Each of the personal

factors considered are compared with the study factors and chi square test was

performed.

The entire test carried out with 5% percentage level of significance.

(O - 2 )

Chi square test (2 ) = -----------------

Degree of freedom = (R 1) (C 1)

Whereas,

O = observed frequency

E = expected frequency

R = number of rows

C = number of column

Weighted average analysis

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The average rank analysis is performed to identify the priority of the different

category of the consumer performance based on the consolidated priority of the

respondents. The average rank is calculated and the final rank is fixed based on the

criterion lesser the average rank more is the priority on the various aspects relating

to personal factors.

Total

Weighted average = --------------------------------------------------- 100No. of items no. of respondents

CHAPTER II

REVIEW OF LITERATURE

Fornell (1992)1 focused on Customer satisfaction can be defined as the overall

evaluation of the purchase and consumption experience, which focuses on perceived

product or service performance compared with the pre-purchase expectation. While

satisfaction is a feeling or an attitude after a service has been used, service quality is

the customers overall impression of the relative inferiority/superiority of the

organization and its services.

Dick and Basu (1994)2 came up with a two-dimensional model of customer loyalty

identifying four forms of loyalty according to relative attitudinal strength and repeat

purchase behavior. The true loyal are those who have high levels of repeat purchase

behavior and a strong relative attitude. Spuriously loyal customers tend to be more

motivated by impulse, convenience and habit i.e. if the conditions are right. Latent

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loyalty applies to those customers who are loyal simply because they have no other

choice. Lastly, there will always be some customers who shall not be loyal to any

particular brand.

Chernev (1997)3 analyzed the effect of common features on brand choice and the

moderating role of attribute importance. It is argued that when brand attributes differ

in importance, with the best value on the most important attribute, thus further

polarizing brands choice shares.

Buttle (1998)4 attempts to customer satisfaction have been the subject of considerable

research and have been defined and measured in various ways. Customer satisfaction

may be defined as the customers fulfillment response to a consumption experience,

or some part of it. Customer satisfaction I a pleasurable fulfillment response while

dissatisfaction is an unpleasurable one. Satisfaction and dissatisfaction are two ends

of a continuum, where the location is defined by a comparison between expectations

and outcome. Customers would be satisfied if the outcome of the service meets

expectations. When the service quality exceeds the expectations, the service provider

has won a delighted customer. Dissatisfaction will occur when the perceived overall

service quality does not meet expectations. Sometimes customers expectations are

met, yet the customer is not satisfied. This occurs when the expectations are low.

REFERENCES

1. Fornell, C. (1992), A national customer satisfaction barometer: The Swedish

experience, Journal of Marketing, 56, pp. 6-12.

2. Dick, A. & Basu, K. (1994), Customer Loyalty: Toward an Integrated

conceptual Framework, Journal of the Academy of Marketing Science, 22(2),

pp. 99-113.

3. Chernev (1997), International Conference on Economics and Finance

Research, IPEDR Vol.4, IACSIT Press, Singapore, pp. 345.

4. Buttle, F.A. (1998), Word-of- mouth: understanding and managing referral

marketing, Journal of Strategic Marketing, 6, pp 241-54.

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CHAPTER III

PROFILE OF THE STUDY

HISTORY OF THE DIGITAL CAMERA

Digital camera technology is directly related to and evolved from the same

technology that recorded television images. In 1951, the first video tape recorder

(VTR) captured live images from television cameras by converting the information

into electrical impulses (digital) and saving the information onto magnetic tape. Bing

Crosby laboratories (the research team funded by Crosby and headed by engineer

John Mullin) created the first early VTR and by 1956, VTR technology was perfected

(the VR1000 invented by Charles P. Ginsburg and the Ampex Corporation) and in

common use by the television industry. Both television/video cameras and digital

cameras use a CCD (Charged Coupled Device) to sense light color and intensity.

During the 1960s, NASA converted from using analog to digital signals with

their space probes to map the surface of the moon (sending digital images back toearth). Computer technology was also advancing at this time and NASA used

computers to enhance the images that the space probes were sending.

Digital imaging also had another government use at the time that being spy

satellites. Government use of digital technology helped advance the science of digital

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imaging, however, the private sector also made significant contributions. Texas

Instruments patented a film-less electronic camera in 1972, the first to do so. In

August, 1981, Sony released the Sony Mavica electronic still camera, the camera

which was the first commercial electronic camera. Images were recorded onto a mini

disc and then put into a video reader that was connected to a television monitor or

color printer. However, the early Mavica cannot be considered a true digital camera

even though it started the digital camera revolution. It was a video camera that took

video freeze-frames.

Since the mid-1970s, Kodak has invented several solid-state image sensors

that "converted light to digital pictures" for professional and home consumer use. In

1986, Kodak scientists invented the world's first megapixel sensor, capable ofrecording 1.4 million pixels that could produce a 5x7-inch digital photo-quality print.

In 1987, Kodak released seven products for recording, storing, manipulating,

transmitting and printing electronic still video images. In 1990, Kodak developed the

Photo CD system and proposed "the first worldwide standard for defining color in the

digital environment of computers and computer peripherals." In 1991, Kodak released

the first professional digital camera system (DCS), aimed at photojournalists. It was a

Nikon F-3 camera equipped by Kodak with a 1.3 megapixel sensor.

The first digital cameras for the consumer-level market that worked with a

home computer via a serial cable were the Apple QuickTake 100 camera (February

17 , 1994), the Kodak DC40 camera (March 28, 1995), the Casio QV-11 (with LCD

monitor, late 1995), and Sony's Cyber-Shot Digital Still Camera (1996).

However, Kodak entered into an aggressive co-marketing campaign to

promote the DC40 and to help introduce the idea of digital photography to the public.

Kinko's and Microsoft both collaborated with Kodak to create digital image-making

software workstations and kiosks which allowed customers to produce Photo CD

Discs and photographs, and add digital images to documents. IBM collaborated with

Kodak in making an internet-based network image exchange. Hewlett-Packard was

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the first company to make color inkjet printers that complemented the new digital

camera images.

DIGITAL CAMERA MARKET IN INDIA 2012

Digital camera market in India can be characterized with strong growth

potential in the ensuing years. Currently, the market is mainly dominated by a handful

of players and a cut-throat competition exists amongst these players. 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. Rising disposable income and increased

consumerism primary boosts the market in India. The report begins with a market

overview, which provides an insight to the overall digital camera market. It describes

the primary reasons which are propelling the market forward. The section also talks

about the prevailing competition amongst major players and the market size and

growth figures in India in terms of revenue as well as total camera units. This section

also features Porters five forces analysis of the digital camera market in India,

thereby offering a clear picture of the market scenario and market entry barriers for

prospective new entrants.

This section is followed by the technology section which enlightens the

readers about the image sensors used in digital cameras for producing images. The

sensors discussed in the report comprise of CMOS and CCD sensors. The section

enlists the working procedures and advantages of these sensors, thereby providing

detailed information about the Pros and Cons of each individual sensor. Distribution

model section of the report briefly summarizes the various channels of product

distribution, adopted by major players in the market to sell their products. It brings

forth the present marketing strategies put in place by the players so as to increase

their market reach and penetration. Pricing strategy analysis of top three vendors in

the market have been derived after an in-depth analysis of the players concerned. The

list generated after the research offers valuable insight about the various lucrative

segments in the market. This section also features a separate analysis column which

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helps in clearly distinguishing the prime product segments on which these vendors

primarily emphasize on.

An analysis of the challenges explains the factors leading to the growth of the

market including increased disposable income, declining prices, rise in e-commerce,

increased travel plans and growing inclination for digital cameras. Strong opportunity

exists in the market as increasing disposable income and higher consumption pattern

drive the demand for digital cameras. This coupled with the fact that the increasing

travel plans and constant decline of prices will lead to a developing market.

Additionally, growing tendency to own a digital camera and to be able to share

images online will fuel growth in this market. The key challenges identified are

presence of grey market and emergence of Smart devices with camera features.Basically, grey markets sell products prior to their official launch at comparatively

lower prices and hence consumers are attracted by the fact of getting the latest

product first hand, which in turn reduces the revenue generated by the overall market.

The unprecedented growth in adoption of smart devices capable of capturing high

quality images is also a factor hindering the full fledged growth in the market. A

majority of the population still prefer devices such as Smartphones as a substitute of

digital cameras. The prime reason for this tendency happens to be the common notion

to own a multifunction product.

Trends identified in the market comprise of introduction of mirrorless

cameras, maintaining an India specific product portfolio, providing attractive features

and specific focus on a particular range of products. Some of the key players in the

market have introduced the mirrorless cameras in their product portfolio. This

segment has attracted a lot of attention as these products have a comparatively lower

body weight and are much more compact as compared to bulky DSLR cameras and

hence owing to the portability quotient, these devices are finding a growing

acceptability amongst both consumers as well vendors. It is also seen that most of the

major players in the market India specific product portfolio wherein they price their

products by keeping in mind the fact that India is a price sensitive country. Off late,

the digital camera market has also seen the emergence of products with attractive

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features such as swivel LCD screens, direct image sharing over the internet, HD

video recording and 3D imaging amongst other. Players are primarily incorporating

these attractive features so as to lure consumers and gain a competitive edge over

their competitors. Lastly, the key players in the market have exhibited a common

tendency to bank upon a particular range of products. They spend a substantial

amount of their operating expenses for the marketing of these products. This strategy

is primarily adopted so as to increase brand visibility and awareness amongst

consumers.

The competition section provides detailed information about the competitive

landscape in the market and includes a detailed profile of the major players in the

market. This section covers crucial information about the players such as theircorporate information, business highlights, a brief history of their respective corporate

activities and sales intelligence. A separate section on the future strategies of key

vendors is also included in the report which gives value added information about the

future plans of the top vendors in the market. This section highlights the key areas

which these vendors are currently focusing on, so as to generate a better amount of

revenue and garner a larger share in the overall market. The report concludes with a

section on strategic recommendations which comprises of an analysis of the growth

strategies of the digital camera market in India.

SONY COMPANY PROFILE

Sony Corporation incorporated on May 7, 1946, is engaged in the

development, design, manufacture, and sale of various kinds of electronic equipment,

instruments, and devices for consumer, professional and industrial markets, as well as

game consoles and software. Sonys primary manufacturing facilities are located in

Japan, Europe, and Asia. Sony also utilizes third-party contract manufacturers for

certain products. Sonys products are marketed throughout the world by sales

subsidiaries and unaffiliated distributors, as well as direct sales through the Internet.

Sony is engaged in the development, production, manufacture, marketing, distribution

and broadcasting of image-based software, including motion picture, home

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entertainment and television products. Sony is also engaged in the development,

production, manufacture, and distribution of recorded music. Further, Sony is also

engaged in various financial service businesses, including life and non-life insurance

operations through its Japanese insurance subsidiaries, banking operations through a

Japanese Internet-based banking subsidiary and leasing and credit financing

operations through a subsidiary in Japan. In addition, Sony is engaged in a network

service business and an advertising agency business in Japan.

In December 2009, Sharp Display Products Corporation, a joint venture

between Sony and Sharp Corporation for the production and sale of large-sized liquid

crystal display (LCD) panels and modules was established. In January 2010, the

Company's Sony Electronics acquired Convergent Media Systems, a provider of

video integration solutions to the enterprise market. In February 2010, the Company

established a wholly owned subsidiary, Sony Network Entertainment Inc., in the

United States to function as the Company's integrated planner and operator of

Internet-based content delivery services to owners of Sony televisions, game

machines and other hardware.

Consumer Products and Devices

The Companys consumer products and devices include Televisions, Digital

Imaging, Audio and Video, Semiconductors, Components and Other. The Televisions

includes LCD televisions. Digital Imaging includes home-use video cameras,

compact digital cameras and digital single-lens reflex (SLR) cameras. Audio and

Video includes Blu-ray Disc players/recorders, digital versatile disk (DVD) video

players/recorders, home theater, home audio systems, portable audio and car audio.

Semiconductors includes charged coupled devices (CCDs), complementary metal-

oxide semiconductor (CMOS) image sensors, system LSIs, small- and medium-sized

TFT LCD panels and other semiconductors. Components includes batteries, optical

disk drives, chemical products, audio/video/data recording media, storage media and

optical pickups. Chemical products include materials and components for electronic

devices such as circuit boards and adhesives.

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Networked Products and Services

The Companys Networked Products and Services include Game and personal

computer (PC) and Other Networked Businesses. Sony Computer Entertainment Inc.

(SCEI) develops, produces, markets and distributes PlayStation 3 (PS3), PSP

(PlayStation Portable) (PSP) and PlayStation 2 (PS2) hardware and related software.

Sony Computer Entertainment America LLC (SCEA) and Sony Computer

Entertainment Europe Ltd. (SCEE) market and distribute PS3, PSP and PS2

hardware, and develop, produce, market and distribute related software in the United

States and Europe. SCEI, SCEA and SCEE enter into licenses with third-party

software developers. PC and Other Networked Businesses includes PCs and flash

memory digital audio players.

B2B (Business to Business) & Disc Manufacturing

The B2B & Disc segment is consisted of the business to business (B2B)

business, including broadcast and professional-use products, as well as Blu-ray Disc,

DVD and compact disc (CD) disc manufacturing. Global operations in the Pictures

segment encompass motion picture production and distribution; television production

and distribution; home entertainment acquisition and distribution; a global channel

network; digital content creation and distribution; operation of studio facilities, and

development of new entertainment products, services and technologies. SPE

distributes entertainment in more than 140 countries. SPEs motion picture arm, the

Columbia TriStar Motion Picture Group, includes SPEs principal motion picture

production organizations, Columbia Pictures, TriStar Pictures, Screen Gems, Sony

Pictures Classics, and the International Motion Picture Production Group.

Sony Pictures Television (SPT) develops and produces television

programming for broadcast, cable and first-run syndication, including scripted series,

unscripted reality or light entertainment, daytime serials, games shows, animated

series, made for television movies and miniseries and other programming. SPT also

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produces content for the Internet and mobile devices and operates Crackle, a multi-

platform video entertainment network focusing on premium video content. SPT also

owns or has investments in global networks with 122 channel feeds, which are

available in more than 140 countries worldwide.

Sony Pictures Home Entertainment produces and distributes SPEs home

entertainment products (DVD and Blu-ray Disc) and, together with Sony Pictures

Worldwide Acquisitions Group, acquires or licenses third party product for

distribution in the home entertainment market, as well as other distribution windows.

Sony Pictures Digital Production operates Sony Pictures Imageworks, a digital effects

studio, and Sony Pictures Animation, a developer and producer of computer graphic

animated films. SPE also manages a studio facility, Sony Pictures Studios, which

includes post production facilities.

Music

Music segment includes Sony Music Entertainment (SME), Sony Music

Entertainment (Japan) Inc. (SMEJ) and a 50% owned United States based joint

venture in the music publishing business, Sony/ATV Music Publishing LLC

(Sony/ATV). SME, a global entertainment company, excluding Japan, engaged

primarily in the development, production and distribution of recorded music in all

commercial formats and genres; SMEJ, a Japanese domestic recorded music business

that produces recorded music and music videos through contacts with many artists in

all music genres; Sony/ATV, a United States based music publishing business that

owns and acquires rights to musical compositions, exploiting and marketing these

compositions and receiving royalties or fees for their use.

Financial Services

Sony conducts insurance and banking operations primarily through Sony Life

Insurance Co., Ltd. (Sony Life), a Japanese life insurance company, Sony Assurance

Inc. (Sony Assurance), a Japanese non-life insurance company, and Sony Bank Inc.

(Sony Bank), a Japanese Internet-based bank, which are all wholly owned by SFH.

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Sony is also engaged in a leasing and credit card business in Japan through Sony

Finance International Inc. (SFI), a wholly owned subsidiary of Sony Corporation.

Sony Ericsson is a 50-50 joint venture company between Sony Corporation

and Ericsson. Sony Ericsson undertakes product research, development, design,

marketing, sales, production, distribution and customer services for mobile phones,

accessories, services and applications. All Other consists of various operating

activities, including a mobile phone third-party original equipment manufacturing

(OEM) business in Japan and So-net, an Internet-related service business subsidiary

operating mainly in Japan.

Sony India Pvt Ltd (sony)

Sony is a name synonymous with technological revolutions. Over the last 53

years, the company has evolved into a luminous brand with a unique selling

proposition - technology innovation, quality and premium.In the last 50 years, the

company had already established itself in the field of hi-tech entertainment. Today,

Sony has gone further by becoming a preferred choice for professional requirements

as well, whether it is broadcast media or color monitors. The company's leadership

position in the world, today, is a reiteration of its ability to connect with the

customer's mental space.

Sony is not new to India. Whether it was the television, or the walkman, a

Sony always remained a must on the wish list of any Indian returning home. This love

for the brand culminated in a new relationship when inspired by a reform friendly

Indian business environment, Sony Corporation decided to set up a 100% subsidiary

called Sony India on 16th January 1995.

In a fiercely competitive Indian consumer durables market, Sony India's

mission is to "make a difference in the lifestyles and introduce new dimension to

enjoyment. Offer new age technology and digital concepts; work hand in hand with

the domestic industry to produce and sell excellence and come closer to the Indian

customers through committed service."

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Since its inception in 1995, Sony decided to have sales and distribution

channels, which are exclusive to Sony India. The business partners are country

managers in their own areas.Sony India today has about 33 distributors and 1475

dealers. In all the metros the Company has direct sales operations. The company also

has about 13 exclusive Sony outlets, which showcase products ranging from analog to

digital throughout the country.

Sony Cameras in India

Equipped with great optics and imaging technology, the digital line of Sony

cameras ensures that its consumers capture picture to the greatest detail imaginable.

Every Sony camera has the exclusive Sony technology that enhances photo capturing

experience. And to top it all, every Sony camera is furnished with Carl Zeiss lens that

are renowned for their quality brilliance. Owning a Sony camera is like embracing

perfection in imaging.

Since the invention of the first digital Sony camera in 1981 called Mavica,

Sony has come a long way and is credited as the pioneer in introducing the popular

smile detection technology. Sony cameras are quite a rage for their outstanding

accuracy of colors and enhanced definition with almost zero distortion.

The Sony camera and camcorder series available in India through a

distribution network are:

Sony CyberShot Cameras

Sony DCR-Series

Sony H-Series

Sony HDR-Series

Sony S-Series

Sony T-Series

Sony W-Series

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An Overview of features of the Digital Camera

The quality and performance of the new age digital camera is increasing

significantly with its improving features enhancing the utility of the sophisticated

gadget. In fact the reducing prices of the digital cameras have usher in a dramaticchange in the world of photography. Finding the best buy on a digital camera is

directly related to comparing the price and functionality of the sophisticated device.

The price of digital camera is proportional to the features available with it.

Mega pixels:

High resolution capacity has made digital camera stand out among various

types of cameras. Quality picture is one among the widely discussed areas of

photography. Hence, professional as well as amateur photographers look for camera

that can give satisfactory result. The price of digital camera depends on the resolution

capacity. Usually, 5 to 7 mega pixels of camera resolution are available at an

affordable price.

Lens:

Lousy lens of digital camera eliminates all charm of the pictures taken with

the highly sophisticated device. To a large extent evaluating the lens of digital camera

is really imperative to evaluate the price of the device.

Storage:

The RAM of digital camera decides the storage capacity of the device. The

other aspect to consider in a digital camera memory while comparing price is the

removable memory along with the built-in memory.

Accessories:

Another topic that is worth considering while evaluating digital camera price

is the accessories that require. Some of the most important accessories such as cable

and image-editing software are indispensable for digital camera and they should

include in the overall price of the gadget.

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Shipping cost:

While purchasing digital camera, make sure that the shipping cost is included

with the price of the device. Sometimes, the consumers have to pay hefty amount as

shipping cost when they are buying a digital camera on-line. Apart from the above

mentioned points, there are some other areas of consideration while evaluating a

digital camera. Compare the optical as opposed to digital and zoom capabilities.

Again, while comparing the prices of digital cameras, look for the LCD screen for

viewing pictures, a timer, a built-in flash, and a time/date stamp even on the most

basic camera. Digital camera has outperformed the traditional camera with its

convenience. Again, the price has also contributed to its popularity.

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CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

TABLE - 4.1

GENDER OF THE RESPONDENTS

Sl. No. Gender Total Percentage

1 Male 73 48.7

2 Female 77 51.3

Total 150 100

Source: Primary Data

It is identified from the above table, 48.7% of the respondents are Male and

51.3% of the respondents are Female.

It is concluded from the above analysis that maximum of the respondents are

female when compared to male.

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CHART - 4.1

GENDER OF THE RESPONDENTS

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TABLE - 4.2

AGE OF THE RESPONDENTS

Sl. No. Age Total Percentage

1 Below-25 yrs 39 26

2 26yrs-35yrs 50 33.3

3 36yrs-45yrs 31 20.7

4 Above 46yrs 30 20

Total 150 100

Source: Primary data

It is identified from the above table, 33.3% of the respondents having age

level 26 to 35 years, 26% of the respondents having age level of below 25 years,

20.7% of the respondents having age level of 36 to 45 years and 20% of the

respondents having age level of above 45 years.

It is concluded from the above analysis that maximum of the respondents

having age level of 26 to 35 years.

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CHART - 4.2

AGE OF THE RESPONDENTS

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TABLE - 4.3

EDUCATION QUALIFICATION OF THE RESPONDENTS

Sl. No. Education Qualification Total Percentage

1 SSLC 33 22

2 HSC 25 16.7

3 UG Degree 51 34

4 PG Degree 26 17.3

5 Diploma 15 10

Total 150 100


It is identified from the above table, 34% of the respondents having UG level

education, 22% of the respondents having SSLC level education, 17.3% of the

respondents having PG level, 16.7% of the respondents having Graduate level

education and 10% of the respondents having diploma level education.


having UG level education.

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CHART - 4.3

EDUCATION LEVEL OF THE RESPONDENTS

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TABLE - 4.4

OCCUPATION OF THE RESPONDENTS

Sl. No. Occupation Total Percentage

1 Business 39 26

2 Employee 56 37.3

3 Professional 40 26.7

4 Others 15 10

Total 150 100


It is identified from the above table, 37.3% of the respondents are employees,

26.7% of the respondents are professional, 26% of the respondents are business

people and 10% of the respondents are other occupation.


employees.

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CHART 4.4

OCCUPATION OF THE RESPONDENTS

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TABLE - 4.5

MONTHLY INCOME OF THE RESPONDENTS

Sl. No. Monthly Income Total Percentage

1 Below Rs.10,000 34 22.7

2 Rs.10,001-15,000 56 37.3

3 Rs.15,001-Rs.20,000 25 16.7

4 Above Rs. 20,000 35 23.3

Total 150 100


It is identified from the above table, 37.3% of the respondents having income

level of Rs.10,001-Rs.15,000, 23.3% of the respondents having income level of above

Rs.20,000, 22.7% of the respondents having income level of below Rs.10,000 and

16.7% of the respondents having income level of Rs.10,001-Rs.15,000.


having income level of Rs.10,001 to Rs.15,000.

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CHART - 4.5

MONTHLY INCOME OF THE RESPONDENTS

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TABLE - 4.6

MARITAL STATUS OF THE RESPONDENTS

Sl. No. Marital Status Total Percentage

1 Married 85 56.7

2 Single 65 43.3

Total 150 100


It is identified from the above table, 56.7% of the respondents are married and

43.3% of the respondents are unmarried.


married.

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CHART - 4.6

MARITAL STATUS OF THE RESPONDENTS

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TABLE - 4.7

INFORMATION SOURCE TO KNOW ABOUT SONY DIGITAL CAMERA

Sl. No. Source to know about Sony Digital Camera Total Percentage

1 Self 19 12.7

2 Relatives 36 24

3 Friends 45 30

4 Advertisement 40 26.7

5 Others 10 6.7

Total 150 100Source: Primary data

It is identified from the above table, 30% of the respondents were know about

Sony digital camera by their friends, 26.7% of the respondents were know about Sony

digital camera by advertisement, 24% of the respondents were know about Sony

digital camera by relatives, 12.7% of the respondents were know about Sony digital

camera by self and 6.7% of the respondents were know about Sony digital camera by

other information sources.

It is concluded from the above analysis that maximum of the respondents were

know about Sony digital camera by their friends.

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`

CHART - 4.7

INFORMATION SOURCE TO KNOW ABOUT SONY DIGITAL CAMERA

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TABLE - 4.8

PREFERENCE FACTOR FOR SONY DIGITAL CAMERA

Sl. No. Preference factor for Sony Digital Camera Total Percentage

1 After-sale service 20 13.3

2 Price 35 23.3

3 Product features 59 39.3

4 Professional review 26 17.3

5 Others 10 6.7

Total 150 100


It is identified from the above table, 39.3% of the respondents were preferred

Sony digital camera by product features, 23.3% of the respondents were preferred

Sony digital camera by price, 17.3% of the respondents were preferred Sony digital

camera by professional review, 13.3% of the respondents were preferred Sony digital

camera by after sale service and 6.7% of the respondents were preferred Sony digital

camera by product features.


preferred Sony digital camera by product features.

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CHART - 4.8

PREFERENCE FACTOR FOR SONY DIGITAL CAMERA

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TABLE - 4.9

PERIOD OF USING DIGITAL CAMERA

Sl. No. Period of using Camera Total Percentage

1 Less than 1 year 34 22.7

2 1-3 years 66 44

3 More than 3 years 50 33.3

Total 150 100


It is identified from the above table, 44% of the respondents were used the

digital camera from 1 to 3 years, 33.3% of the respondents were used the digital

camera more than 3 years and 22.7% of the respondents were used the digital camera

less than 1 year.


used the digital camera from 1 to 3 years.

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CHART - 4.9

PERIOD OF USING DIGITAL CAMERA

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TABLE - 4.10

FACTOR INFLUENCED TO OWN SONY BRAND DIGITAL CAMERA

Sl. No.Factor influenced to own Sony brand

Digital CameraTotal Percentage

1 Price 30 20

2 Megapixel 40 26.7

3 Brand 45 30

4 Function 25 16.7

5 Others 10 6.6

Total 150 100


It is identified from the above table, 30% of the respondents owned Sony

brand digital camera by brand name, 26.7% of the respondents owned Sony brand

digital camera by megapixel, 20% of the respondents owned Sony brand digital

camera by price, 16.7% of the respondents owned Sony brand digital camera byfunction and 6.6% of the respondents owned Sony brand digital camera by other

factors.


owned Sony brand digital camera by brand name.

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CHART - 4.10

FACTOR INFLUENCED TO OWN SONY BRAND DIGITAL CAMERA

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TABLE - 4.11

SATISFACTION OF EASY TO USE

Sl. No. Satisfaction of Easy to use Total Percentage

1 Agree 73 48.7

2 Not sure 52 34.7

3 Disagree 25 16.7

Total 150 100


It is identified from the above table, 48.7% of the respondents were agree for

the satisfaction of easy to use of digital camera, 34.7% of the respondents were

neither agree nor disagree for the satisfaction of easy to use of digital camera and

16.7% of the respondents were disagree for the satisfaction of easy to use of digital

camera.


agree for the satisfaction of easy to use of digital camera.

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CHART - 4.11

SATISFACTION OF EASY TO USE

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TABLE - 4.12

SATISFACTION OF IMAGE QUALITY

Sl. No. Satisfaction of Image Quality Total Percentage

1 Agree 104 69.3

2 Not sure 36 24

3 Disagree 10 6.7

Total 150 100



the satisfaction of digital camera image quality, 24% of the respondents were neither

agree nor disagree for the satisfaction of digital camera image quality and 6.7% of the

respondents were disagree for the satisfaction of digital camera image quality.


agree for the satisfaction of digital camera image quality.

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CHART - 4.12

SATISFACTION OF IMAGE QUALITY

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TABLE - 4.13

SATISFACTION OF DIGITAL CAMERA FUNCTIONS

Sl. No.

Satisfaction of Digital camera

function Total Percentage

1 Agree 79 52.7

2 Not Sure 50 33.3

3 Disagree 21 14

Total 150 100



the satisfaction of digital camera functions, 33.3% of the respondents were neither

agree nor disagree for the satisfaction of digital camera functions and 14% of the

respondents were disagree for the satisfaction of digital camera functions.


agree for the satisfaction of digital camera functions.

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CHART - 4.13

SATISFACTION OF DIGITAL CAMERA FUNCTIONS

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TABLE - 4.14

USERS KNOWLEDGE ABOUT VIEW AND/OR DOWNLOAD THE

PICTURES TAKEN WITH DIGITAL CAMERA INTO COMPUTER

Sl. No.Users knowledge about view and/or download the

Pictures taken with digital camera into computerTotal Percentage

1 Yes 115 76.7

2 No 35 23.3

Total 150 100


It is identified from the above table, 76.7% of the respondents were know

about view and/or download the pictures from digital camera to computer and 23.3%

of the respondents were not know about view and/or download the pictures from

digital camera to computer.


know about view and/or download the pictures from digital camera to computer.

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CHART - 4.14

USERS KNOWLEDGE ABOUT VIEW AND/OR DOWNLOAD THE

PICTURES TAKEN WITH DIGITAL CAMERA INTO COMPUTER

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TABLE - 4.15

SIZE OF MEMORY CARD IN USAGE

Sl. No. Size of Memory card in usage Total Percentage

1 2 GB 19 12.7

2 4 GB 60 40

3 8 GB 51 34

4 Others 20 13.3

Total 150 100


It is identified from the above table, 40% of the respondents were using 4GB

memory card, 34% of the respondents were using 8GB memory card, 13.3% of the

respondents were using other size memory card and 12.7% of the respondents were

using 2GB memory card.


know about view and/or download the pictures from digital camera to computer.

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CHART - 4.15

SIZE OF MEMORY CARD IN USAGE

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TABLE - 4.16

SATISFACTION ABOUT MEMORY CARD SUPPORT

Sl. No. Memory Card Support Total Percentage

1 Highly Satisfied 48 32

2 Satisfied 35 23.3

3 Neutral 20 13.3

4 Dissatisfied 31 20.7

5 Highly Dissatisfied 16 10.7

Total 150 100


It is identified from the above table, 32% of the respondents were highly

satisfied about memory card support, 23.3% of the respondents were satisfied about

memory card support, 20.7% of the respondents were dissatisfied about memory card

support, 13.3% of the respondents were neither satisfied nor dissatisfied about

memory card support and 10.7% of the respondents were highly dissatisfied about

memory card support.


highly satisfied about memory card support.

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CHART - 4.16

SATISFACTION ABOUT MEMORY CARD SUPPORT

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TABLE - 4.17

SATISFACTION ABOUT FIRMWARE / SOFTWARE

Sl. No. Firmware / Software Total Percentage


2 Satisfied 29 19.3

3 Neutral 25 16.7



Total 150 100



satisfied about Firmware / Software, 19.3% of the respondents were satisfied about

Firmware / Software, 16.7% of the respondents were neither satisfied nor dissatisfied

about Firmware / Software, 13.3% of the respondents were dissatisfied about

Firmware / Software and 10.7% of the respondents were highly dissatisfied about

Firmware / Software.


highly satisfied about Firmware / Software.

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CHART - 4.17

SATISFACTION ABOUT FIRMWARE / SOFTWARE

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TABLE - 4.18

SATISFACTION ABOUT PICTURE VIEW

Sl. No. Picture view Total Percentage

1 Highly Satisfied 55 36.7

2 Satisfied 40 26.7

3 Neutral 25 16.7

4 Dissatisfied 15 10

5 Highly Dissatisfied 15 10

Total 150 100


It is identified from the above table, 36.7% of the respondents were highly

satisfied about picture view, 26.7% of the respondents were satisfied about picture

view, 16.7% of the respondents were neither satisfied nor dissatisfied about picture

view, 10% of the respondents were dissatisfied about picture view and also highly

dissatisfied about picture view.


highly satisfied about picture view.

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CHART - 4.18

SATISFACTION ABOUT PICTURE VIEW

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TABLE - 4.19

SATISFACTION ABOUT ACCESSORIES

Sl. No. Accessories Total Percentage


2 Satisfied 21 14

3 Neutral 36 24



Total 150 100


It is identified from the above table, 26% of the respondents were dissatisfied

about picture view, 24% of the respondents were neither satisfied nor dissatisfied

about accessories, 19.3% of the respondents were also highly dissatisfied about

accessories, 16.7% of the respondents were highly satisfied about accessories and

14% of the respondents were satisfied about accessories.


dissatisfied about picture view.

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CHART - 4.19

SATISFACTION ABOUT ACCESSORIES

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TABLE - 4.20

SATISFACTION ABOUT PRICE

Sl. No. Price Total Percentage


2 Satisfied 10 6.6

3 Neutral 40 26.7



Total 150 100



satisfied about price, 26.7% of the respondents were neither satisfied nor dissatisfied

about price, 20.7% of the respondents were dissatisfied about price and 14% of the

respondents were highly dissatisfied about price and 6.6% of the respondents were

satisfied about price.


highly satisfied about price.

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CHART - 4.20

SATISFACTION ABOUT PRICE

TABLE - 4.21

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SATISFACTION ABOUT REPUTATION

Sl. No. Reputation Total Percentage


2 Satisfied 31 20.7

3 Neutral 26 17.3



Total 150 100


It is identified from the above table, 43.3% of the respondents were highly

satisfied about reputation, 20.7% of the respondents were satisfied about reputation,

17.3% of the respondents were neither satisfied nor dissatisfied about reputation,

12.7% of the respondents were dissatisfied about reputation and 6% of the

respondents were highly dissatisfied about reputation.


highly satisfied about reputation.

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CHART - 4.21

SATISFACTION ABOUT REPUTATION

TABLE - 4.22

SATISFACTION ABOUT DESIGN

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Sl. No. Design Total Percentage


2 Satisfied 32 21.3

3 Neutral 30 20



Total 150 100



satisfied about design, 21.3% of the respondents were satisfied about design, 20% of

the respondents were neither satisfied nor dissatisfied about design, 17.3% of the

respondents were dissatisfied about design and 11.4% of the respondents were highly

dissatisfied about design.


highly satisfied about design.

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CHART - 4.22

SATISFACTION ABOUT DESIGN

TABLE - 4.23

SATISFACTION ABOUT CAMERA COLOURS

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Sl. No. Camera Colours Total Percentage


2 Satisfied 16 10.6

3 Neutral 30 20



Total 150 100



satisfied about Camera colours, 22.7% of the respondents were dissatisfied about

Camera colours, 20% of the respondents were neither satisfied nor dissatisfied about

Camera colours, 16.7% of the respondents were highly dissatisfied about camera

colours and 10.6% of the respondents were satisfied about Camera colours.


highly satisfied about camera colours.

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CHART - 4.23

SATISFACTION ABOUT CAMERA COLOURS

TABLE - 4.24

SATISFACTION ABOUT PICTURE QUALITY

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Sl. No. Picture Quality Total Percentage


2 Satisfied 25 16.7

3 Neutral 34 22.7



Total 150 100



satisfied about picture quality, 22.7% of the respondents were neither satisfied nor

dissatisfied about picture quality, 16.7% of the respondents were satisfied and also

dissatisfied about picture quality, and 10% of the respondents were satisfied about

picture quality.


highly satisfied about picture quality.

CHART - 4.24

SATISFACTION ABOUT PICTURE QUALITY

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TABLE - 4.25

SATISFACTION ABOUT CAMERA WEIGHT

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Sl. No. Camera Weight Total Percentage


2 Satisfied 25 16.7

3 Neutral 30 20



Total 150 100



satisfied about camera weight, 20% of the respondents were neither satisfied nor

dissatisfied and also dissatisfied about camera weight, 16.7% of the respondents were

satisfied about camera weight and 13.3% of the respondents were satisfied about

picture quality.


highly satisfied about camera weight.

CHART - 4.25

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SATISFACTION ABOUT CAMERA WEIGHT

TABLE - 4.26

SATISFACTION ABOUT CAMERA SERVICE

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Sl. No. Satisfaction about Camera Service Total Percentage

1 Good 55 36.7

2 Average 75 50

3 Poor 20 13.3

Total 150 100


It is identified from the above table, 50% of the respondents have average

level of satisfaction about camera service, 36.7% of the respondents good level of

satisfaction about camera service and 13.3% of the respondents poor level of

satisfaction about camera service.

It is concluded from the above analysis that maximum of the respondents have

average level of satisfaction about camera service.

CHART - 4.26

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SATISFACTION ABOUT CAMERA SERVICE

TABLE - 4.27

PRICE RANGE OF THE CAMERA OWNED

Sl. No. Price range of the Camera owned Total Percentage

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1 Below Rs.10,000 29 19.3

2 Rs.10,000-Rs.20,000 85 56.7

3 Above Rs.20,000 36 24

Total 150 100


It is identified from the above table, 56.7% of the respondents owned camera

in the range of Rs.10,000 to Rs.20,000, 24% of the respondents owned camera in the

range of above Rs.20,000 and 19.3% of the respondents owned camera in the range of

below Rs.10,000.


owned camera in the range of Rs.10,000 to Rs.20,000.

CHART - 4.27

PRICE RANGE OF THE CAMERA OWNED

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TABLE - 4.28

DIGITAL CAMERA BRAND COMPARISON

Sl. No. Digital Camera Brand comparison Total Percentage

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1 Always 19 12.7

2 Sometimes 71 47.3

3 Never 60 40

Total 150 100


It is identified from the above table, 47.3% of the respondents were sometimes

compare the brands of digital camera, 40% of the respondents were never compare

the brands of digital camera and 12.7% of the respondents were always compare the

brands of digital camera.


sometimes compare the brands of digital camera.

CHART - 4.28

DIGITAL CAMERA BRAND COMPARISON

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TABLE - 4.29

PAY ATTENTION TO ADS OF DIGITAL CAMERA

Sl. No. Pay attention to ads of Digital Camera Total Percentage

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1 Always 63 42

2 Sometimes 40 26.7

3 Never 47 31.3

Total 150 100


It is identified from the above table, 42% of the respondents were always pay

attention to ads of digital camera, 31.3% of the respondents were never pay attention

to ads of digital camera and 26.7% of the respondents were sometimes pay attention

to ads of digital camera.


always pay attention to ads of digital camera.

CHART - 4.29

PAY ATTENTION TO ADS OF DIGITAL CAMERA

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TABLE - 4.30

SPEND TIME AND EFFORT ON DECIDING WHICH BRAND OF

DIGITAL CAMERA TO CHOOSE

Sl. No.Spend time and effort on deciding which

brand of Digital Camera to chooseTotal Percentage

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1 Always 25 16.7

2 Sometimes 59 39.3

3 Never 66 44

Total 150 100


It is identified from the above table, 44% of the respondents were never spend

time and effort on deciding which brand of Digital Camera to choose, 39.3% of the

respondents were sometimes spend time and effort on deciding which brand of

Digital Camera to choose and 26.7% of the respondents were always spend time and

effort on deciding which brand of Digital Camera to choose.


never spend time and effort on deciding which brand of Digital Camera to choose.

CHART - 4.30

SPEND TIME AND EFFORT ON DECIDING WHICH BRAND OF

DIGITAL CAMERA TO CHOOSE

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TABLE - 4.31

CONSIDERATION FACTORS BEFORE PURCHASING

THE DIGITAL CAMERA

Sl. No.Consideration factors before

purchasing the Digital CameraTotal Percentage

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1 Always 74 49.3

2 Sometimes 50 33.3

3 Never 26 17.3

Total 150 100


It is identified from the above table, 49.3% of the respondents were always

consider the factors before purchasing the Digital Camera, 33.3% of the respondents

were sometimes consider the factors before purchasing the Digital Camera and 17.3%

of the respondents were never consider the factors before purchasing the Digital

Camera.


always consider the factors before purchasing the Digital Camera.

CHART - 4.31

CONSIDERATION FACTORS BEFORE PURCHASING

THE DIGITAL CAMERA

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TABLE - 4.32

PROBLEMS FACED IN THE CAMERA BY THE RESPONDENTS

Sl. No. Problems faced in the camera by the respondents Total Percentage

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1 Always 20 13.3

2 Mostly 49 32.7

3 Sometimes 81 54

Total 150 100


It is identified from the above table, 54% of the respondents were sometimes

faced problems in the digital camera, 33.3% of the respondents were mostly faced

problems in the digital camera and 17.3% of the respondents were always faced

problems in the digital camera.


sometimes faced problems in the digital camera.

CHART - 4.32

PROBLEMS FACED IN THE CAMERA BY THE RESPONDENTS

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TABLE - 4.33

ENJOYMENT OF USING CAMERA BY THE RESPONDENTS

Sl. No. Enjoyment of using camera Total Percentage

1 Always 65 43.3

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2 Mostly 60 40

3 Sometimes 25 16.7

Total 150 100


It is identified from the above table, 43.3% of the respondents were always

enjoy using the camera, 40% of the respondents were mostly enjoy using the camera

and 16.7% of the respondents were sometimes enjoy using the camera.


always enjoy using the camera.

CHART - 4.33

ENJOYMENT OF USING CAMERA BY THE RESPONDENTS

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TABLE - 4.34

LIKE TO HAVE A CAMERA WITH ALL TIMES BY THE RESPONDENTS

Sl. No. Like to have a camera with all times Total Percentage

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1 Always 40 26.7

2 Mostly 81 54

3 Sometimes 29 19.3

Total 150 100


It is identified from the above table, 54% of the respondents were mostly like

to have camera all times with them, 26.7% of the respondents were always like to

have camera all time with them and 19.3% of the respondents were sometimes like to

have camera all times with them.


mostly like to have camera all times with them.

CHART - 4.34

LIKE TO HAVE A CAMERA WITH ALL TIMES BY THE RESPONDENTS

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TABLE 4.35

GENDER AND LEVEL OF SATISFACTION ABOUT SONY DIGITAL

CAMERA SERVICE CROSS-TABULATION

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GenderSatisfaction about Camera Service

TotalGood Average Poor

Male

34

(47%)

34

(47%)

5

(6%) 73

Female21

(27%)

41

(53%)

15

(20%)77

Total 55 75 20 150


It is observed from the above table that the percentage of good level of

satisfaction about Sony digital camera service was highest (47%) among the male

respondents and lowest (27%) among the female respondents. The percentage of

average level of satisfaction about Sony digital camera service was highest (53%)

among the female respondents and lowest (47%) among the male respondents. The

percentage of poor level of satisfaction about Sony digital camera service was highest

(20%) among the female respondents and lowest (6%) among the male respondents.


CAMERA SERVICE - CHI-SQUARE TEST

In order to find out relationship between gender and level of satisfaction about

Sony digital camera service 2 test is used and the result is given below.

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Null Hypothesis (H0) : There is no significant relationship

between the gender and level of

satisfaction about Sony digital

camera service.

Alternative Hypothesis (H1) : There is a close relationship between

the gender and level of satisfaction

about Sony digital camera service.

TABLE - 4.36


CAMERA SERVICE

FactorCalculated2

valueTable value

Degrees of

freedom

Significant

level

Gender 8.626 9.49 4 5%

From the above analysis it is found that the calculated value (8.626) is lower

than the table value (9.49) hence the null hypothesis is accepted. So there is no

significant relationship between the gender and level of satisfaction about Sony

digital camera service.

CHAPTER V

FINDINGS, SUGGESTIONS AND CONCLUSION

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Customer Satisfaction on Mobile Service Provider Networks

ACKNOWLEDGEMENT................................................................................................................................... 4ABSTRACT.......................................................................................................................................................... 51. INTRODUCTION....................................................................................................................................... 7

1.1. THEORETICAL BACKGROUND OF THE TOPIC.......................................................................................... 71.1.1. Customer Satisfaction.................................................................................................................. 71.1.2. Skills of Marketers ....................................................................................................................... 91.1.3. Method to Measure Customer Satisfaction................................................................................ 101.1.4. Introduction to Telecom Industry............................................................................................... 111.1.5. Market Share of Public and Private Industry ............................................................................ 131.1.6. The Global Cellular Mobile Industry......................................................................................... 14

1.2. RESEARCH OBJECTIVES ....................................................................................................................... 171.3. RESEARCH LIMITATION ....................................................................................................................... 18

2. MAIN TEXT LITERATURE REVIEW ................................................................................................. 193. RESEARCH METHODOLOGY............................................................................................................. 24

3.1. SOURCES OF DATA .............................................................................................................................. 243.2. SAMPLING DESIGN .............................................................................................................................. 243.3. COLLECTION METHOD......................................................................................................................... 253.4. RESEARCH DEFINITION........................................................................................................................ 25

4. DATA ANALYSIS..................................................................................................................................... 264.1. DATA ANALYSIS AND INTERPRETATION.............................................................................................. 26

5. CONCLUSION.......................................................................................................................................... 41BIBLIOGRAPHY .............................................................................................................................................. 42

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5.1 FINDINGS

Majority (48.7%) of the respondents are Male.

Majority (33.3%) of the respondents having age level 26 to 35 years.

Majority (34%) of the respondents having UG level education.

Majority (37.3%) of the respondents are employees.

Most of the respondents (37.3%) having income level of Rs.10,001 to

Rs.15,000.

Majority (56.7%) of the respondents are married.

Majority (30%) of the respondents were known about Sony digital camera by

their friends.

Most of the respondents (39.3%) were preferred Sony digital camera by

product features

Majority (44%) of the respondents were used the digital camera from 1 to 3

years.

Majority (30%) of the respondents owned Sony brand digital camera by brand

name.

Majority (48.7%) of the respondents were agree for the satisfaction of easy to

use of digital camera.

Majority (69.3%) of the respondents were agree for the satisfaction of digital

camera image quality

Majority (52.7%) of the respondents were agree for the satisfaction of digital

camera functions

Majority (76.7%) of the respondents were know about view and/or download

the pictures from digital camera to computer.

Majority (40%) of the respondents were using 4GB memory card.

Majority (32%) of the respondents were highly satisfied about memory card

support.

Most of the respondents (40%) were highly satisfied about Firmware /

Software.

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Majority (36.7%) of the respondents were highly satisfied about picture.

Majority (26%) of the respondents were dissatisfied about picture.

Majority (32%) of the respondents were highly satisfied.

Majority (43.3%) of the respondents were highly satisfied about reputation.

Majority (24%) of the respondents were neither satisfied nor dissatisfied about

design.

Majority (30%) of the respondents were highly satisfied about Camera

colours.

Majority (34%) of the respondents were highly satisfied about picture quality.

Majority (30%) of the respondents were highly satisfied about camera weight.

Majority (50%) of the respondents have average level of satisfaction about

camera service.

Majority (56.7%) of the respondents owned camera in the range of Rs.10,000

to Rs.20,000.

Majority (47.3%) of the respondents were sometimes compare the brands of

digital camera.

Majority (42%) of the respondents were always pay attention to ads of digitalcamera.

Majority (44%) of the respondents were never spend time and effort on

deciding which brand of Digital Camera to choose.

Majority (49.3%) of the respondents were always consider the factors before

purchasing the Digital Camera

Majority (54%) of the respondents were sometimes faced problems in the

digital camera.

Majority (43.3%) of the respondents were always enjoy using the camera.

Majority (54%) of the respondents were mostly like to have camera all times.

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From the cross tabulation, the percentage of average level of satisfaction about

Sony digital camera service was highest (53%) among the female respondents

and lowest (47%) among the male respondents.

From the chi-square analysis it is found that the calculated value (8.626) is

lower than the table value (9.49) hence the null hypothesis is accepted. So

there is no significant relationship between the gender and level of satisfaction

about Sony digital camera service.

From the cross tabulation, the percentage of Rs.10,000 to Rs.20,000 price

range of camera owned was highest (80%) among the monthly income of

Rs.10,001 to Rs.15,000 and lowest (5%) among Rs.15,001 to Rs.20,000

monthly income of the respondents.

From the above analysis it is found that the calculated value (37.530) is higher

than the table value (12.59) hence the null hypothesis is rejected. So there is

significant relationship between the monthly income and price range of the

camera owned by the respondents.

From the weighted average ranking analysis found that factors influenced in

Sony digital camera scored as Rank I for picture quality by the respondents.

5.2 SUGGESTIONS

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The study finds that as digital cameras reach the mainstream market, buyers

are less technologically knowledge than the industry's early adopters and are

primarily looking for quality cameras that are easy to use and make saving,

sharing and viewing pictures easy.

Some manufacturers are struggling at designing digital cameras for this new

type of consumer and have not mastered a way to align camera functionality,

ease of use, connectivity and camera appearance for each customer segment.

The study also demonstrates the clear differences in buyers and camera use

from low-end entry price segments through the high-end. High-end camera

owners take more pictures of more dynamic objects.

Sony is the highest ranked brand and less price segment, performing well

above the rest of the segment in the areas of performance, connectivity and

appearance. Owners cite the LCD viewing screen, overall ease of using

features, initial setup and overall functionality among the brand's principal

strengths.

Buyers in the lower-end price segments are largely first-time digital camera

owners, who tend to take fewer pictures and take pictures of more static

objects, such as people at birthday parties.

The resolution (megapixels) of even the least expensive digital cameras is

now high enough to allow you to take very high quality photos.

The prices of digital cameras have dropped to the point where you can buy a

top of the line model for less than the cost of a quality film camera.

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5.3 CONCLUSION

Digital cameras get cheaper by the day, and advances in camera technology

continuously give us gains in quality and functionality. Providing you are clear about

your project's requirements, and use the guidelines outlined here, getting to grips with

a digital camera should be quick and easy.

Although it is common knowledge that the high-end professional digital

camera can easily provide quality exceeding that of traditional film cameras, it is also

evident that a budget camera, if used correctly, can provide easy and pragmaticcapture of digital images at an acceptable cost. The quality will not match what is

available from high-end cameras, but will often provide an image of sufficient quality

for many uses.

A digital camera doesn't require a roll of film. This means you don't have to

buy film, drive to the store, and wait for it to be developed. Most of today's digital

cameras enable you to take literally hundreds or even thousands of photos by simply

adding an inexpensive add-on memory module. Considering the great advances in

digital camera technology coupled with the convenience and relatively low costs of

owning and using one, there is really no reason to ever buy another film camera.

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