Marketing Research- Film reel Cameras
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Transcript of Marketing Research- Film reel Cameras
AGENDA MANAGEMENT PROBLEM EXPLORATORY RESEARCH & FINDINGS MARKETING RESEARCH PROBLEM HYPOTHESES SAMPLING DESIGN AND PROCESS
• Target Population• Sampling Frame• Sampling Technique• Sample Size
DATA ANALYSIS• Regression Analysis• Cross-Tabulation• Chi-Square Analysis• Averages and Percentages
CONCLUSIONS DRAWN
MANAGEMENT PROBLEM
Traditional cameras are losing their market share to digital cameras. Is there a survival
strategy for the film camera?
EXPLORATORY RESEARCH
Expert Interviews• Sample Composition
• Sample Size: 5• Occupation: Professional Still Photographers• Age Group: 40-60
Qualitative Research• Sample Composition
• Sample Size: 7• Occupation: Students and Working Professionals• Age Group:21-30• Income Group: Middle and Upper-middle groups
FINDINGS OF EXPLORATORY RESEARCH
Preference- Digital Camera• Perceived Benefits of Digital Camera:
• Ease of use• Near-zero recurring expenditure• Nearly unlimited number of shots• Instant results• Image enhancements
• Perceived Benefits of Film Camera:• Quality of picture superior to digital camera• Quality of zoom better than digital camera
MARKETING RESEARCH PROBLEM
Determine the market for film reel cameras
Determine the market for digital cameras
On the basis of various parameters, compare the two markets and conclude which the company should work in
THEORETICAL FRAMEWORK
Understand the attributes and characteristics of traditional cameras
Understand the type of target markets for traditional cameras
Understand the attributes and characteristics of digital cameras
Understand the type of target markets for digital cameras
ANALYTICAL MODEL
Consider the features and advantages of both the cameras to be independent variables
Consider the type of camera (digital and film) to be dependent variables
RESEARCH QUESTIONSWhat prompts a consumer to use a particular
kind of camera
Have consumers made the shift from traditional film cameras to digital cameras completely?
Will there be a market for film cameras in India, in the long run?
HYPOTHESES
1. There is no market left for traditional film roll cameras in India
2. There is a niche market left for the traditional camera
Research Design
Exploratory Conclusive
Causal Descriptive
Longitudinal
Design
Cross-Sectional
Design
Multiple
Cross-Sectio
nal Desig
n
Single Cross-Sectio
nal Desig
n
Single
Multiple Cros
s-Sectional Design
MEASUREMENT
Exploratory Research:• Expert Interviews (Telephonic)• Qualitative Research (Pilot Survey)• Secondary Data
Conclusive Research:• Single Multiple Cross-Sectional design
• Internet Interviews• Traditional Telephonic Interviews• Personal In-home Interviews
SAMPLING DESIGN AND PROCESSDefine the target population
Determine the sampling frame
Select a Sampling technique
Determine the sample size
Execute the sampling process
TARGET POPULATION
People who click photos Professional Freelancers/studio
People who click photos Non-professional Urban
People who click photos Non-professional Semi-urban
SAMPLING FRAME
Personal Contacts
The Press
SAMPLING TECHNIQUE
Freelance/ Studio photographers: Non-probability Judgmental Sampling
Casual photographers: Simple Random Probability Sampling
SAMPLE SIZE
Professional photographers: 11Urban Casual photographers: 20Semi-urban Casual photographers: 20
Total Number of Respondents: 51
DATA ANALYSIS
Methods used:Regression AnalysisCross-TabulationChi-square AnalysisAverages and PercentagesBar Graphs Correlation
REGRESSION ANALYSIS
Y=3 - 0.07a - 0.11b - 0.15c• where y= type of camera
a= location b= profession c= age
r-square = 0.26
Inference:Age, location and profession do not affect the type of camera
used
CROSS-TABULATION
USAGE
PROFESSIONAL URBAN SEMI-URBAN TOTAL PERCENTAGE
Digital 7 19 17 43 84%
Film reel 4 1 3 8 16%
11 20 20 51 100%
Set-wise % 14% 37% 33% 84%
8% 2% 6% 16%
Row-wise % 16% 44% 40% 100%
50% 13% 38% 100%
CROSS-TABULATION
FUTURE PURCHASE
PROFESSIONAL URBANSEMI-
URBAN TOTAL PERCENTAGE
Digital 7 18 20 45 88%
Film reel 4 2 0 6 12%
11 20 20 51 100%
Set-wise % 14% 35% 39% 88% 8% 4% 0% 12%
Row-wise % 16% 40% 44% 100% 67% 33% 100%
CROSS-TABULATION
PREFERENCE
Professional Urban Semi-Urban Total Percent
Digital 5 18 19 42 84%
Film reel 6 1 1 8 16%
11 19 20 50 100%
Set-wise % 10% 36% 38% 84%
12% 2% 2% 16%
Row-wise % 12% 43% 45% 100%
75% 13% 13% 100%
Usage Digital Usage Film Preference Digital Preference Film Future Digital Future Film
Professional 14% 8% 10% 12% 14% 8%
Urban 37% 2% 36% 2% 35% 4%
Semi-Urban 33% 6% 38% 2% 39% 0%
5%
15%
25%
35%
45%
55%
65%
75%
85%
95%
14%
8%
10%
12%
14%
8%37%
2%
36%
2%
35%
4%33% 6%
38%
2%
39%
0%SAMPLE WISE SEGREGATION
CHI-SQUARE ANALYSIS
Null hypothesis H₀: Choice of camera depends on profession
Alternate hypothesis H₁: Choice of camera does not depend on profession
Critical value= 3.841Chi-square value= 4.675
Inference:Hence, we reject the null hypothesis
AVERAGES AND PERCENTAGES
Benefits of cameras:• Scale used- rating scale• Observation- highest rating to ‘clarity of photographs’
Inference:The most sought-after benefits of cameras were
found to be clarity of photos, ease of use and durability
Easy Usa
ge
Easy Availa
bility
Affordable
Newer Tech
nology
Clarity of P
hotos
Transferabilit
y of Photo
s
Large M
emory
Option of Corre
ctions
Instant R
esults
Minim
um Recurri
ng Expenditure
0%
10%
20%
30%
40%
50%
60%
70%
61%
14% 14%
37%45%
55% 55%49%
61%
35%
REASON FOR PREFERENCE OF DIGITAL CAMERA
Clarity of P
hotos
Affordable
Quality of Z
oom
Ease of U
se
Ease of D
eveloping Reel
Computer n
ot require
d to view photo
s
Convenience of h
aving prints
of photo
s0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%20%
2%
16%
10%
4%
8%
10%
REASONS FOR PREFERENCE OF FILM REEL CAMERA
AVERAGES AND PERCENTAGES
Buying behavior of cameras:• Digital camera:• Latest technology: 53%• Reputed brand: 49%
• Film Reel camera:• Discomfort with technology: 50%• Budgetary constraints: 30%• Latest technology: 20%
My pee
rs hav
e a sim
ilar o
ne/ rec
ommended
it
It is t
he late
st in te
chnology
It fits
my Budge
t
The b
rand is
reputed
one
I am not c
omfortable
with te
chnology
0%
10%
20%
30%
40%
50%
60%
27%
53%
27%
49%
2%
FACTORS INFLUENCING BUYING BEHAV-IOUR OF DIGITAL CAMERAS
It is the latest in technology It fits my Budget I am not comfortable with technology
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
20%
30%
50%
FACTORS INFLUENCING BUYING BEHAV-IOUR OF FILM REEL CAMERAS
CORRELATION
Correlation between age and technology: (0.078)Correlation between age and ease of use: 0.119Correlation between preference and technology:
(0.041)
Inference:No correlation as such observed between the given
set of data. Hence, it shows that a large part of the population has shifted to digital cameras
37 out of 51 respondents feel that reel cameras will not survive
Reasons:• Advanced technology• Inconvenience of developing reels• Camera-makers are shifting to digital cameras, forcing the
consumer to do so
Respondents who felt that if innovations like options to view and edit photos were built into the product, reel cameras had a chance to survive
FUTURE OF FILM REEL CAMERAS
CONCLUSIONS DRAWN
Choice of camera is independent of the age, location and profession of user
Even professionals have made or are making the shift because they are dependent on the camera-maker
Only some professionals and few people above the age of 40 prefer film reel cameras
CONCLUSIONS DRAWN
Hypothesis 1 holds true as the shift to digital cameras is proved to be inevitable
Hypothesis 2 does not hold true as there will be too small a market for the company to operate in. This will not be profitable in the long-run
THANK YOU