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BUS 335A

MARKETING RESEARCH AND ANALYSIS

Final Research Report

Prepared By : Jason Lee Sia Jing, Selvermugam s/o Tanggavelu @ Angamuthu,Soh Chuan Ying, Tan Jian Wen

Students ID : 31542302, 31534071, 31380767, 31495355Due Date : 07th April 2012Lecturer : Mr Chong Kok JongModule Code : PT BUS335

No. of words : 2279 (not including pages 1, 2, 17 and 18) (Needs to BeChanged upon completion of report)

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Table of Contents

.................................................................................................................................................1

................................................................................................................................................3

1 Title Page ..............................................................................................................................4

2 Executive Summary ............................................................................................................5

3 Introduction .........................................................................................................................63.1 Statement of the Problem ...............................................................................................73.2 Purpose of the Study ......................................................................................................73.3 Importance of the Study .................................................................................................73.4 Research Objectives .......................................................................................................7

4 Literature Review ................................................................................................................8

4.1 Critical research of past research ...................................................................................84.2 Key Hypotheses ............................................................................................................10

5 Research Method ...............................................................................................................11

5.1 Subjects ........................................................................................................................115.2 Research Instruments ...................................................................................................11

5.3 Data Collection Method ...............................................................................................115.4 Research Hypothesis and Statistical Analysis ............................................................125.5 Assumptions ................................................................................................................125.6 Limitations ...................................................................................................................12

6 Results of the Study ...........................................................................................................13

6.1 Gender ..........................................................................................................................136.2 Occupation ....................................................................................................................146.3 Respondents that currently own a camera ...................................................................15

...............................................................................................................................................16

6.4 Age of respondents .......................................................................................................16...............................................................................................................................................17

6.5 Monthly income of respondents ..................................................................................176.6 Maximum amount that respondents are willing to spend on a digital camera ............19

...............................................................................................................................................19

6.7 Pricing importance when making a purchase of a digital camera ...............................20...............................................................................................................................................21

6.8 Does price reflect on the quality of the digital camera? ..............................................226.9 Does past purchases of similar products influence your purchase decision? ............. 236.10 You will only buy a digital camera when there is a price discount ..........................246.11 A digital camera brand endorsed by a celebrity makes a difference in your purchasedecision ...............................................................................................................................266.12 You will purchase a digital camera when the brand is easily avaliable at most retail

outlets .................................................................................................................................276.13 Friends and family influence your decision in purchasing a particular digital camera............................................................................................................................................296.14 Does the brand indicate the quality of the digital camera? .......................................306.15 Does branding provide assurance to the reliability of the digital camera? ...............326.16 You tend to purchase digital cameras of a brand that is attractive in design ............336.17 Advertisements cause you to be aware of digital camera brands? ............................346.18 Do advertisements motivate you to purchase digital cameras? .................................35

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6.19 You tend to purchase a digital camera that is featured at the retail outlets? .............366.20 You tend to make purchase decision of digital camera based on the frequency ofonline website updates from different brands.................................................................... 386.21 You will tend to make purchase decision based on individual digital camera modelmarketing, rather than the brands advertising..................................................................39

6.22 You will purchase digital camera based on the warranty service and period provided............................................................................................................................................416.23 Do free training services motivate you to purchase the digital camera? .................. 426.24 Would you send your digital camera for servicing/repair if your camera is faultywithin warranty period? ....................................................................................................446.25 You will purchase a brands digital camera based on the operating opening daysand hours of the service center........................................................................................... 456.26 You will purchase a brands digital camera based on the response of the technicalassistance hotline................................................................................................................ 476.27 Pearson Chi Square test ..............................................................................................48

...............................................................................................................................................50

6.28 Correlations ................................................................................................................506.29 One way ANOVA ......................................................................................................53Conclusions ..........................................................................................................................54

7 Recommendations for Further Research .......................................................................55

7.1 Other independent variables ........................................................................................557.2 Sample size ...................................................................................................................557.3 Other research methodology ........................................................................................55

8 Appendices .........................................................................................................................56

8.1 Copies of Data Collection Survey Forms ....................................................................568.2 Tables not included in the body ...................................................................................638.3 References ....................................................................................................................64

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1 Title Page

This is the Marketing Research and Analysis on an investigation into factors influencing

consumers choice of digital camera in Singapore.

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2 Executive Summary

This Marketing Research and Analysis report provides an investigation into the factors

influencing consumers choice of digital camera in Singapore. It aims to explore the issues

based on findings of 24 literature review articles. Four hypotheses such as Branding,

Marketing, Pricing and Services were identified as major factors affecting the consumers

purchase decision of digital camera.

An overview of the industry will be highlighted together with the purpose and research

objectives of the study. Literature reviews has been be analysed to enhance the reliability

and validity of the study. Research methods will also be discussed and a questionnaire of

27 questions will be generated based on the subjects identified and research instruments.

Convenience sampling will be used to survey the respondents taking into consideration the

limitations faced.

The results of the questionnaire will be entered in SPSS data analysis software, to generate

statistical information on the purchase decision of consumers choice of digital camera with

relation to the identified hypotheses. In essence, the research aims to ascertain the

motivational reasons behind the purchase intention of consumers towards digital camera

and what factors, both internal and external, influences their choices. The charts and tables

generated will be used mainly to establish the relationship among various variables.

Analysis of Variance (ANOVA), Independent Samples tTest and Chi-Square are some of

the tests that will be used to identify relationships on different levels.

Recommendations for further research will be listed to cover the depth of the report and

identify areas for improvement. This is because, in current times, every mobile phone has a

camera and not before long, the mobile phone camera will push the digital cameras to the

decline stage. Marketers must therefore think of marketing strategies to capture back their

market share.

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3 Introduction

How do consumers decide which particular brand of digital camera to purchase? This is an

eternal question that marketers continue to ponder over. The consumer buying behaviour is

an important research area with direct impact on the marketing process of a firm. A firms

ability to establish and maintain satisfying exchange relationships requires an

understanding of buying behaviour. Buying behaviour is the decision processes and acts of

people involved in buying and using product (Boonlertvanich 2009).

One of the questions being asked is whether the consumer buying behaviour differs where

new technology products are concerned? The influence of technology is pervasive. High

technological markets are categorized as complex. In addition, they exist under rapidly

changing technological conditions that lead to shorter life cycles and the need for rapid

decisions. Speed is very important in high tech markets and it is driven by increasing

competition and the continually growing expectations of customers. Higher levels of risk

caused by these factors will affect both the customer and the producer (Boonlertvanich

2009).

As a result of these dynamic market conditions, high tech companies frequently depend on

a product focus. In addition, a product focus is direct by the innovations in technology

rather than by the needs of the customer. This subject often leads to neglect of a customer

focus that is a key success on todays globally competitive markets (Boonlertvanich 2009).

One way to focus on consumers is to study their decisions. Insight into customer decision-

making process leads to a better development of an effective marketing strategy. Resulting

strategies may be modified or altered depending upon how the consumer acquires,

processes, and uses decision-making information when purchasing. Understanding buying-

related decision-making behaviour of consumers is important for companies strategic

marketing activities, and effective communication with different consumer segments can

be helped by understanding the psychological processes that affect consumer behavior

(Boonlertvanich 2009).

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3.1 Statement of the Problem

The first real consumer digital camera was introduced to the world in 1990. It was the

Dycam Model I, and it produced black and white photos at a resolution of 320 x 240 pixels.

As digital technology progressed, more opportunities opened up for a variety of uses. Therewas definitely a competition going on in the digital camera industry. Virtually every

company was recognizing the trend and hurrying to get in the race, continually looking to

be first with each new technology. Hence, it is of utmost importance to establish the factors

influencing consumers choice of digital camera in Singapore and the inclination towards

digital camera among the various age and gender groups (Marples 2008).

3.2 Purpose of the Study

The purpose of study is to provide an insight to the digital camera industry in Singapore on

the factors that consumers consider when purchasing a digital camera. This will enable

digital camera business marketers to align their strategies according to the consumers

characteristics of Singapore, thereby creating suitability on their preferences. Marketing

strategies can also be customised based on the findings.

3.3 Importance of the Study

The importance of the study is to provide meaning to the data collected. The results of this

study will provide some insights and information of the market demand and trends for the

existing digital camera industry and potential entrants.

3.4 Research Objectives

The main objective of the research is to reveal the factors that give rise to the formation of

the behavioural intention and the effect on respondents when making digital camerapurchasing decisions. The study specifically aims to highlight the relative importance of

predictor variables such as attitude towards the behaviour, subjective norms, perceived

behavioural control, and intention.

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4 Literature Review

4.1 Critical research of past research

Descriptive research was being conducted on the various elements in influencingconsumers purchase intention, leading to their decision making. Four independent variables

Branding, Marketing, Pricing, and Services have been identified as potentially

responsible for influencing consumers choice of digital camera.

Brand

Brand selection reflects not only the consumer past experience but also emphasise on the

attitudes of the product being influence by other members of the consumers family. A

powerful branding would draw a significance in differentiation when it comes to buying

decision consumer had to make (Hollis 2005).

A brand would exists in consumer memory when consumer justified their purchase choice

between alternatives selection by taking into consideration with more tangible factors such

as product specifications, design, price and availability. With better brand management,

marketer can better understand the drivers of demand and build on improving brand loyalty

across the purchase life cycle. Brand extension is necessary to combat brand dilution

because marketers know that consumers are more likely to go with brand with a higher

brand trust rating (Li and Hitt 2010).

Marketing

Consumer behaviour in marketing is important as it helps an organisation to analyze its

target market and flash out the right strategies in the communications aspect (Kirchler et al.

2010). Image variables for digital camera include country of origin, price, packaging,bundling, endorsement by celebrity etc. Culture, social forces, marketing mix and

consumer behaviour affects MNC's attempt to penetrate market (Anderson and He 1998).

Marketer must be aware of the social-cultural factors and how the consumers behave and

react towards different products and marketing communication materials. The product's

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utility and its appearance positively affect both product attachment and satisfaction (Mugge

2010). Organizations can market their product in a way whereby, consumers would grow

fond and have an attachment towards the product. In that way, there can be a chance for a

repeat purchase (Debono et al. 2003).

Pricing

Price has always been one of the key variables which consumers look at before making the

decision of making a purchase. Pricing plays an important role when a consumer wants to

make a purchase (Yuan and Han 2011). Consumers often depend on the prices and features

of current cameras to make purchase decisions. An increase in the digital camera industry

actually relies massively on research of consumers reaction to price (Carranza 2010).

Consumers usually believe that a higher price results in higher quality (Kirchler et al.

2010). Studies confirm that consumers psychologically perceive higher quality is linked to

a higher price. Consumers form price expectations and these expectations influence their

purchasing decision. Consumers whom observed higher historical cost form higher price

tolerance and search less (Yuan and Han 2011).

Services

Service is an intangible asset of any organization today. Service relationships occur when a

customer has repeated contact with the same service provider (Gutek et al. 1999). It

measures different social mechanisms used in the interaction between a customer and the

service provider. Some examples of such interactions are product servicing, product

training and interaction with sales personnel before and after purchase.

Service actions would inevitably reflect the image of an organization in the frame mind set

of consumers (Smith and Bolton 2002). A service provider could affect satisfaction rating

and in some cases the content of recalled experience are assimilated toward customer

satisfaction (Schwarz and Schwarz 2001).

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4.2 Key Hypotheses

The hypotheses had been distinctly formulated such that each of them can be empirically

tested on, individually and collectively. The hypotheses were principally realistic and

adequate in supporting the overall framework and objective of the research. Thesehypotheses were constructed to examine the intrinsic factors such as opinions, attitudes and

behavioral relationship in consumers purchase intent.

The first hypothesis tests on the perception of the brand which is a critical role in

consumers' product purchase. From the findings, it indicated that majority of consumers

have a strong inclination towards branding in their purchases.

The second hypothesis assesses the significance of product marketing in consumers'

purchase decision. Through the findings, it revealed the focal determinant of product

marketing in consumers decision making.

The third hypothesis evaluates whether the products pricing influences consumers' choice.

Judging from the findings, it signified consumers strong faith in higher priced products

which directly forms higher price tolerance and less search involvement.

The last of the four hypotheses evaluates if the provision of services encourages

consumers selection of a particular digital camera. Again, consumers had indicated this as

an imperative element in their purchase consideration.

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5 Research Method

5.1 Subjects

Due to the nature of the survey and because time is of the essence, only digital camerausers were approached to undertake the survey. A fixed alternative survey questionnaire

was administered to a sample size of 100 respondents which consists of both male and

female genders. Four age groups and income levels were used to analyse the factors

influencing the purchase decision among various groups of professionals, managers,

executives, technicians, self-employed and students.

5.2 Research Instruments

A descriptive research design will be elected for this research study. Descriptive research

allows the collection of a wide range of reliable information and statistics to determine if

similar findings in the same research can be applied to the local digital camera users. The

questionnaire herein used has been designed in close relation to our hypotheses, in

facilitating the cross referencing and analysis of the correlation between the variables. 27

questions will be generated for the survey by using a mixture of closed questions and

measurement scale to determine the significant issues and respondents decisions on

identified factors.

5.3 Data Collection Method

The questionnaire will be printed in hard copy to minimise respondents errors. Surveys are

administered face to face to clarify any queries for the same reason. This research design

serves as a platform in helping to identify the key processes and methods used in collecting

and analysing the statistical data (Hutchinson and Harwood 2009). The collection of data

will be done through various places such as shopping malls, places of work, social network

and personal contacts. The survey questionnaire method enables participants to answer the

questions speedily and easily, in turn encouraging participation of 100%, with a swift

turnaround of responses.

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5.4 Research Hypothesis and Statistical Analysis

SPSS software will be used for data collation and analysis. Data gathered will be

transferred into SPSS so as to further analyse the findings. Tests for significant associations

and differences will be analysed using the identified factors as a base and the variancebetween the different age groups and genders.

5.5 Assumptions

The research conducted here is largely to test how those variables identified could

influence the consumers decision making. As all respondents participating in the

questionnaire are digital camera users, it is on the pretext of assumptions that their

knowledge is sufficient to comprehend the questions. The population has a generally even

mix of different age groups and gender, which provides a good basis for comparison based

on a sample size of 100.

5.6 Limitations

There are several limitations when conducting the research to find out the relationship

between the identified variables (branding, marketing, pricing, and services) which affect

purchase decision of a digital camera.

Firstly, a certain level of data inaccuracy may appear as the questionnaires were

administered to a randomly selected sample frame of 100 participants. These may not be

the complete representative of all the entire digital camera population. Hence, a sample size

of probably 2000 would probably be more appropriate as a larger sample size would mean

a smaller margin error and more accurate data.

In addition, more sampling methods could have been explored as convenience sampling

may not be sufficient for this research. Other factors could also occur such as when

respondents do not really understand the survey questions due to the sentence structure of

the questions. Having such an issue, respondents could be confused which eventually leads

to answers that might not be of their true belief.

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6 Results of the Study

Statistics

gender job

currently own

camera

N Valid 100 100 100

Missing 0 0 0

Mean 1.50 2.86 1.14

Std. Error of Mean .050 .125 .035

Median 1.50 3.00 1.00

Mode 1a 3 1

Std. Deviation .503 1.247 .349

Variance .253 1.556 .122

Skewness .000 .334 2.107

Std. Error of Skewness .241 .241 .241

Kurtosis -2.041 -.730 2.488

Std. Error of Kurtosis .478 .478 .478

Range 1 4 1

Minimum 1 1 1

Maximum 2 5 2

Sum 150 286 114

a. Multiple modes exist. The smallest value is shown

6.1 Gender

gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid male 50 50.0 50.0 50.0

female 50 50.0 50.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, the team deliberately chose a fair sample size of 50

males and 50 females to justify our findings. the team wanted to find out whether

differences in the two genders could have different purchasing behaviours and perceptions.

It could also possible due to each and every individual having different belief, values,

lifestyles and cultures.

.

6.2 Occupation

job


Cumulative

Percent

Valid professional 14 14.0 14.0 14.0

manager 27 27.0 27.0 41.0

executive 34 34.0 34.0 75.0

technician 9 9.0 9.0 84.0

student 16 16.0 16.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, it indicates that 34% of the respondents are holding a

position of an Executive. The second most that were surveyed were the managers. It could

be assumed that these group have more disposable income and would influence their

purchasing behaviour of digital cameras.

6.3 Respondents that currently own a camera

currently own camera


Cumulative

Percent

Valid yes 86 86.0 86.0 86.0

no 14 14.0 14.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, it indicates that 86% of the sample size owned a

camera. This shows that the digital camera in this age has become a popular item to own

and consumers are willing to spend more on such IT gadgets.

6.4 Age of respondents

age


Cumulative

Percent

Valid 18-24 25 25.0 25.0 25.0

25-30 28 28.0 28.0 53.0

31-35 25 25.0 25.0 78.0

above 35 22 22.0 22.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, the majorities of the respondents generally fall in the 25

to 30 years old category. In other categories, it is quite evenly distributed and It could be

assumed, consumers of different age groups may be interested in purchasing cameras.

6.5 Monthly income of respondents

monthly income


Cumulative

Percent

Valid below $2000 18 18.0 18.0 18.0

$2000-2999 29 29.0 29.0 47.0

$3000-3999 26 26.0 26.0 73.0

$4000 and above 27 27.0 27.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, the majority of the respondents standing at 29% fall

under the income of $2000 to $2999. It could be assumed, consumers who are not a highincome earners (below $2000) may also be a potential owner of a digital camera even

though its price is steep. This could be due to several reasons such as peer influence, social

status, being IT savvy.

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6.6 Maximum amount that respondents are willing to spend on a digitalcamera

What is the maximum amount that you are willing to spend on a digital camera?


Cumulative

PercentValid $1-100 11 11.0 11.0 11.0

$101-200 20 20.0 20.0 31.0

$201-300 34 34.0 34.0 65.0

$301-400 16 16.0 16.0 81.0

above $400 19 19.0 19.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, majority of the respondents were willing to spend

$201-$300 on a digital camera. This could be because of the higher quality of life and the

recognition of the shift in technology to stay updated and look 'cool'.

6.7 Pricing importance when making a purchase of a digital camera

Price plays an important factor when purchasing a digital camera?


Cumulative

Percent

Valid disagree 2 2.0 2.0 2.0neutral 4 4.0 4.0 6.0

agree 63 63.0 63.0 69.0

strongly agree 31 31.0 31.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, it can be assumed that most respondents agree and

strongly agree that price plays an important factor when purchasing a digital camera. It

could be that consumers do not recognise the need to purchase a camera when the price is

high as it is not a necessity.

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6.8 Does price reflect on the quality of the digital camera?

Price reflects on the quality of the digital camera? (Eg. High price = good quality)


Cumulative

Percent

Valid disagree 21 21.0 21.0 21.0neutral 8 8.0 8.0 29.0

agree 45 45.0 45.0 74.0

strongly agree 26 26.0 26.0 100.0

Total 100 100.0 100.0

Interpretation: From the analysis, 45 % of the respondents out ofN=100 agree that the

pricing reflects on the price of the quality of the digital camera, another 25% of the

respondents strongly agreed with this question. The remaining of the sample size were

either neutral or disagreed. From the above graph, the inference drawn that price does

reflect the quality of digital cameras in the minds of the consumers.

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6.9 Does past purchases of similar products influence your purchasedecision?

Does past purchases of similar products influence you in your purchase decision?


Cumulative

Percent

Valid neutral 15 15.0 15.0 15.0

agree 48 48.0 48.0 63.0

strongly agree 37 37.0 37.0 100.0

Total 100 100.0 100.0

Interpretation: From the analysis drawn above, 85% of the respondents either agreed or

strongly agreed to whether past purchases of similar products influence their purchase

decisions. The assumption can be made that most consumers draw on their experience and

knowledge to make purchase decisions, consumers would then be able to make an

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informed purchase decision using historical cost so that cognitive dissonance would not

occur.

6.10 You will only buy a digital camera when there is a price discount

You will only buy digital camera when there is a price discount.


Cumulative

Percent

Valid disagree 2 2.0 2.0 2.0

neutral 56 56.0 56.0 58.0

agree 34 34.0 34.0 92.0

strongly agree 8 8.0 8.0 100.0

Total 100 100.0 100.0

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Interpretation: From the above analysis, it can be assumed that 55% of the consumers

were neutral about purchasing a digital camera when there is a price discount. 35% of

respondents agreed with the above question, another 5% strongly agreed, the remaining

disagreed with the question. It could be assumed that even if there were price discounts,

consumers would not be aware of it. Secondly, consumers might not want to wait for a

price discount as it occurs occasionally and would rather pay a higher price based on

Singapore's high productivity and affluence.

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6.11 A digital camera brand endorsed by a celebrity makes a difference inyour purchase decision

A digital camera brand endorsed by a celebrity makes the difference in your purchase

decision."


Cumulative

Percent

Valid strongly disagree 1 1.0 1.0 1.0

disagree 15 15.0 15.0 16.0

neutral 48 48.0 48.0 64.0

agree 26 26.0 26.0 90.0

strongly agree 10 10.0 10.0 100.0

Total 100 100.0 100.0

Interpretation: From the analysis, respondents were mostly neutral about a celebrity

endorsing the digital camera brand. 48% of respondents were neutral, 26% agreed, 10%

strongly agreed, 15% disagreed and 1% strongly disagreed to the question. It could be

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assumed that most consumers were oblivious or did not pay attention to celebrity

endorsements. It could be because of how educated consumers have become and might feel

that these celebrities are highly paid for brand endorsements. This would make consumers

question the real quality of the product.

6.12 You will purchase a digital camera when the brand is easily avaliableat most retail outlets

You will purchase a digital camera when the brand is easily available at most retail

outlets.


Cumulative

Percent

Valid neutral 8 8.0 8.0 8.0

agree 71 71.0 71.0 79.0

strongly agree 21 21.0 21.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, 71% of the participants agreed that they would

purchase a digital camera when the brand is easily available at most retail outlets, 21%

strongly agreed to this question and the remaining 8% were neutral about this question. It

could be inferred that consumers in Singapore lead a hectic lifestyle and would like to

conveniently purchase a product that is available at retail stores and not go through all the

trouble to deliberately go to a particular retail store just to get that particular brand.

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6.13 Friends and family influence your decision in purchasing a particulardigital camera

Your family and friends influence your decision in purchasing a particular digitalcamera brand.


Cumulative

Percent


neutral 48 48.0 48.0 49.0

agree 39 39.0 39.0 88.0

strongly agree 12 12.0 12.0 100.0

Total 100 100.0 100.0

Interpretation: From the analysis, 48% of the respondents were neutral, 39% agreed, 12%

strongly agreed and the remaining 1% strongly disagreed. It could be assumed that family

and friends did have a mild influence consumers decisions in purchasing a digital camera

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brand. There might be a few reasons why 39% and 12% of the sample size agreed. An

example would be, strong Asian values in Singapore that pay particular attention to family

and friends which might influence buying behaviour. The second issue that could

contribute to why some were neutral is that the younger Gen Y have become more

individualistic due to globalisation and could have manipulated the above output.

6.14 Does the brand indicate the quality of the digital camera?

The brand indicates quality of the digital camera.


Cumulative

Percent

Valid neutral 13 13.0 13.0 13.0

agree 64 64.0 64.0 77.0

strongly agree 23 23.0 23.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, 64% of respondents agreed, 23% strongly agreed and

the remaining 13% were neutral to the above question. It could be assumed that brand does

indicate the quality of a digital camera in the mind of consumers. This could be because of

the past purchase of other products which did not meet up to the consumers' expectations.

Consumers might perceive that a strong brand would have maintained standards and would

not fail or disappoint the consumer.

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6.15 Does branding provide assurance to the reliability of the digitalcamera?

The brand provides assurance to the reliability of the digital camera.


Cumulative

Percent


agree 59 59.0 59.0 66.0

strongly agree 34 34.0 34.0 100.0

Total 100 100.0 100.0

Interpretation: From the analysis, 59% of the respondents agreed to the above question,

34% strongly agreed and the remaining 7% were neutral to the question. It could be

assumed that brand provides an assurance to the consumers that the digital camera would

not fail on them. This assumption could be linked with chapter 6.14's analysis where

consumers agreed that the brand is linked to quality.

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6.16 You tend to purchase digital cameras of a brand that is attractive in

designYou tend to purchase the digital camera of a brand that is deemed attractive in design


Cumulative

Percent


disagree 3 3.0 3.0 4.0

neutral 36 36.0 36.0 40.0

agree 44 44.0 44.0 84.0

strongly agree 16 16.0 16.0 100.0

Total 100 100.0 100.0

Interpretation: From the analysis,

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6.17 Advertisements cause you to be aware of digital camera brands?

Advertisements cause you to be aware of the digital camera brands.


Cumulative

Percent


disagree 10 10.0 10.0 11.0

neutral 21 21.0 21.0 32.0

agree 63 63.0 63.0 95.0


Total 100 100.0 100.0

Interpretation: From the analysis, 63% of the respondents agreed that promotional

activities such as advertisements caused them to be aware of digital camera brands. 5%

strongly agreed, 21% were neutral and the remaining 1% strongly disagreed. It could be

assumed that promotional activities were indeed key in promoting the brands of digital

cameras.

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6.18 Do advertisements motivate you to purchase digital cameras?

Do advertisements motivate you to purchase digital camera?


Cumulative

Percent


neutral 56 56.0 56.0 72.0

agree 24 24.0 24.0 96.0


Total 100 100.0 100.0

Interpretation: From the analysis, 56% of the respondents were neutral, 24% agreed, 4%

strongly agreed and the remaining 16% disagreed. It could be assumed that even though

advertisements made consumers aware in chapter 6.17's analysis, it did not motivate

consumers to make a purchase of a digital camera. It could be because they did not see the

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need for the product or have become more aware of advertisements as most Singaporeans

are educated and undertake more research and not make their purchase because of an

advertisement.

6.19 You tend to purchase a digital camera that is featured at the retailoutlets?

You tend to purchase a digital camera that is being featured and prominently

displayed at the retail outlet.


Cumulative

Percent


neutral 32 32.0 32.0 35.0

agree 65 65.0 65.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, it could be assumed the most consumers tend to

purchase a digital camera that is featured prominently and displayed at retail outlets. This

could be because consumers might be tempted by the good visual merchandising and

influence them to make a purchase on the spot.

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6.20 You tend to make purchase decision of digital camera based on the

frequency of online website updates from different brands.You tend to make purchase decision of digital camera based on the frequency of

online website updates from different brands.


Cumulative

Percent


neutral 73 73.0 73.0 80.0

agree 15 15.0 15.0 95.0


Total 100 100.0 100.0

Interpretation: From the analysis, 73% of the respondents were neutral to the question,

15% agreed, 5% strongly agreed and 7% disagreed with the question. It could be assumed

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that consumers did not find online website updates useful as a digital camera is a tangible

product and do not require software updates or additional information on the camera. There

is no need for frequent updates of the brand other than new releases or other major issues.

6.21 You will tend to make purchase decision based on individual digitalcamera model marketing, rather than the brands advertising.

You will tend to make purchase decision based on individual digital camera model

marketing, rather than the brands advertising.


Cumulative

Percent


neutral 54 54.0 54.0 55.0

agree 41 41.0 41.0 96.0


Total 100 100.0 100.0

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Interpretation: From the analysis, 54% were neutral, 41 % agreed, 4% strongly agreed

and 1% disagreed. It could be assumed that consumers might make purchase decisions

based on individual camera model marketing rather than as a whole. It could be because of

the linkage between the brands reliability in chapter 6.15. Consumers might have the

perception that a if advertised under a particular brand, it would not influence their

purchasing behaviour.

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6.22 You will purchase digital camera based on the warranty service and

period providedYou will purchase digital camera based on the warranty service and period provided.


Cumulative

Percent


neutral 7 7.0 7.0 8.0

agree 39 39.0 39.0 47.0

strongly agree 53 53.0 53.0 100.0

Total 100 100.0 100.0

Interpretation: From the analysis, 53% of the respondents strongly agreed that they would

purchase a digital camera based on warranty service and period provided. 39% of the

respondents agreed, 7% were neutral and 1% strongly disagreed. It could be assumed that

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most consumers would purchase on the after sales service provided by a digital camera

brand as it gives them the confidence and assurance to make the purchase.

.

6.23 Do free training services motivate you to purchase the digital camera?

Do free training services motivate you to purchase the digital camera?


Cumulative

Percent


neutral 12 12.0 12.0 16.0

agree 44 44.0 44.0 60.0

strongly agree 40 40.0 40.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, it could be assumed that free training services

influenced and motivated consumers to purchase a digital camera. There could be a few

underlying reasons and one of them might be consumers would want to make their dollar

and product worth the purchase. A second underlying reason might be some cameras are

complicated and have many hidden functions a layman consumer would not have known.

Consumers in Singapore might also have the 'if it is free, why not?' attitude as it will not

hurt their pocket.

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6.24 Would you send your digital camera for servicing/repairif your camera is faulty within warranty period?

Would you send your digital camera for servicing/repair if your camera is faulty

within warranty period?


Cumulative

Percent


agree 26 26.0 26.0 27.0

strongly agree 73 73.0 73.0 100.0

Total 100 100.0 100.0

Interpretation: From the analysis, 73% of the respondents strongly agreed to sending their

camera for servicing if it was faulty during the warranty period. The other 26% agreed and

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remaining 1% was neutral. It could be assumed that consumers would make full use of the

warranty and after sales service . Consumers might also perceive that their warranty was

'paid' or 'bought' and bundled with the price when they made their purchase.

6.25 You will purchase a brands digital camera based on theoperating opening days and hours of the service center.

You will purchase a brands digital camera based on the operating opening days

and hours of the service center.


Cumulative

Percent

Valid neutral 67 67.0 67.0 67.0

agree 21 21.0 21.0 88.0

strongly agree 12 12.0 12.0 100.0

Total 100 100.0 100.0

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Interpretation: From the analysis, 67% of the respondents were neutral, 21% agreed and

the remaining 12% strongly agreed that they would purchase a digital camera based on the

operating hours of the service centre. It could be assumed that consumers were not

bothered by whether the service centre did not open on weekends or after office hours. It

could be that consumers would find every avenue and make some time to make the trip to

get their camera repaired if it was under warranty.

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6.26 You will purchase a brands digital camera based on theresponse of the technical assistance hotline.

You will purchase a brands digital camera based on the response of the technical

assistance hotline.


Cumulative

Percent

Valid neutral 26 26.0 26.0 26.0

agree 34 34.0 34.0 60.0

strongly agree 40 40.0 40.0 100.0

Total 100 100.0 100.0

Interpretation: From the analysis, 40% of the respondents strongly agreed, 34% agreed

and the remaining 26% remained neutral about purchasing a camera based on the response

of the technical assistance hotline. It could be assumed that consumers in Singapore are

living in a fast-paced environment and will not tolerate waiting on the phone for too long to

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be offered assistance. This could be substantiated also because Singapore has made a shift

to the service sector and Singaporeans have a certain expectation of services.

6.27 Pearson Chi Square test

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

monthly income * currently

own camera

100 100.0% 0 .0% 100 100.0%

monthly income * currently own camera Crosstabulation

currently own camera

Totalyes no

monthly income below $2000 Count 16 2 18

% within monthly income 88.9% 11.1% 100.0%

$2000-2999 Count 24 5 29


$3000-3999 Count 24 2 26


$4000 and above Count 22 5 27


Total Count 86 14 100


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 1.695a 3 .638

Likelihood Ratio 1.796 3 .616Linear-by-Linear Association .126 1 .722

N of Valid Cases 100

a. 4 cells (50.0%) have expected count less than 5. The minimum

expected count is 2.52.

Symmetric Measures

Value

Asymp. Std.

Errora Approx. Tb Approx. Sig.

Interval by Interval Pearson's R .036 .102 .354 .724c

Ordinal by Ordinal Spearman Correlation .034 .103 .338 .736c

N of Valid Cases 100

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

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Interpretation: A chi-square test was used to evaluate whether consumers who currently

own a camera was related to the monthly income of these individuals. The test was not

statistically significant in the above figure as most respondents owned a camera regardless

of their income level.

6.28 Correlations

Descriptive Statistics

Mean Std. Deviation N

price 3.7620 .44376 100

brand 3.8517 .44438 100

massmedia 3.4100 .35205 100

service 4.1800 .41923 100

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Correlations

price brand massmedia service

price Pearson Correlation 1 .214* .090 .039

Sig. (2-tailed) .033 .371 .698

Sum of Squares and Cross-products

19.496 4.170 1.398 .724

Covariance .197 .042 .014 .007

N 100 100 100 100

brand Pearson Correlation .214* 1 .567** -.215*

Sig. (2-tailed) .033 .000 .032

Sum of Squares and Cross-

products

4.170 19.550 8.782 -3.963

Covariance .042 .197 .089 -.040

N 100 100 100 100massmedia Pearson Correlation .090 .567** 1 -.609**

Sig. (2-tailed) .371 .000 .000

Sum of Squares and Cross-

products

1.398 8.782 12.270 -8.900

Covariance .014 .089 .124 -.090

N 100 100 100 100

service Pearson Correlation .039 -.215* -.609** 1

Sig. (2-tailed) .698 .032 .000

Sum of Squares and Cross-products

.724 -3.963 -8.900 17.400

Covariance .007 -.040 -.090 .176

N 100 100 100 100

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Interpretation: To assess the size and direction of the linear relationship

between

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Group Statistics

gender N Mean Std. Deviation Std. Error Mean

p

r

ic

e

dimension1

male 50 3.8200 .43566 .06161

female 50 3.7040 .44856 .06344

b

r

a

n

d

dimension1

male 50 3.7967 .44707 .06323

female 50 3.9067 .43923 .06212

m

a

s

s

m

e

d

i

a

dimension1

male 50 3.4000 .36589 .05175

female 50 3.4200 .34107 .04823

s

e

rv

i

c

e

dimension1

male 50 4.1880 .42457 .06004

female 50 4.1720 .41798 .05911

Interpretation: An independent sample t test was used to compare the price, brand,

massmedia and service reported by the participants. The t-test was statistically significant.

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Independent Samples Test

Levene's Test for

Equality of

Variances t-test for Equality of Means

F Sig. t df

Sig. (2-

tailed)

Mean

Difference

Std. Error

Difference

95% Confidence

Interval of theDifference

Lower Upp

price Equal variances

assumed

.854 .358 1.312 98 .193 .11600 .08843 -.05949 .29

Equal variances

not assumed

1.312 97.917 .193 .11600 .08843 -.05949 .29

brand Equal variances

assumed

.173 .678 -1.241 98 .218 -.11000 .08863 -.28589 .065

Equal variances

not assumed

-1.241 97.969 .218 -.11000 .08863 -.28589 .065

massmedi

a

Equal variances

assumed

2.473 .119 -.283 98 .778 -.02000 .07074 -.16038 .120

Equal variances

not assumed

-.283 97.520 .778 -.02000 .07074 -.16039 .120

service Equal variances

assumed

.135 .714 .190 98 .850 .01600 .08426 -.15121 .183

Equal variances

not assumed

.190 97.976 .850 .01600 .08426 -.15121 .183


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6.29 One way ANOVA

ANOVA

Sum of Squares df Mean Square F Sig.

price Between Groups 3.425 4 .856 5.062 .001

Within Groups 16.071 95 .169Total 19.496 99

brand Between Groups 1.522 4 .381 2.006 .100

Within Groups 18.027 95 .190

Total 19.550 99

massmedia Between Groups 2.375 4 .594 5.701 .000

Within Groups 9.895 95 .104

Total 12.270 99

service Between Groups 1.841 4 .460 2.811 .030

Within Groups 15.559 95 .164Total 17.400 99

Interpretation: A one-way between group analysis of variance was used to investigate

the impact that price had between groups and within groups, brand impact between groups

and within groups, massmedia impact between groups and within groups and lastly the

service impact between groups and within groups. The ANOVA was statistically

significant between price, brand, massmedia and service.

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Conclusions

In conclusion, the study demonstrated the existence of correlation between price,

brand, massmedia and service of digital camera, consumer would in this case

seek a balance among all four research factor except the majority of respondent

still rank service as a key for purchasing a particular brand of digital camera. The

study accorded us the insightful consumers perception on price and the service

that came along with it and to a larger extend its superior brand equity.

Notably the research also shows that majority of the respondent currently own a

digital camera, hence for manufacturer to entice consumers to part with the

dollars for an additional digital camera, a lot effort would be focus on Research &

Development of new digital camera so that the advancement in newer generation

digital camera will help persuade prospective consumers to make purchase, also

not forgetting the marketing aspect of the product would be as vital because

strong reason would be very needed to encourage consumers to purchase

another digital camera with special promotion or trade-in program to create

impulse purchase of the digital camera, lastly from the research we observe that

consumers these day expect a top notch after sale services provided by the

manufacturer, if sufficient attention and after sales care is provided by

manufacture of digital camera it will surely go a long way when in come to

branding of their digital camera in turn reap in the sales of their digital camera

and on the longer run approach with excellent services the manufacture would be

able to gain more market share then manufacture of digital camera who does not

embrace and emphasis the after sales service as much.

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7 Recommendations for Further Research

7.1 Other independent variables

The research result may not be adequately sufficient for the depth of study. The inclusion

of additional independent variables should be considered beyond the current mix.

Moreover classification of consumer behaviour into various streams namely psychological,

social, cultural and personal is another sound alternative measure.

7.2 Sample size

To enhance reliability, validity and consistency of the research findings, garnering a sample

size greater than 100 will surely pave the way for a more conclusive representation of the

population and in turn portraying an all-encompassing representative cross-section of the

respondents at large, the group recommended sample size should be between 1000-3000

people for future research.

7.3 Other research methodology

The administration of qualitative research should be examined apart the adopted close-

ended survey by quantitative research. Qualitative research is typically outlined by way of

focus groups, face-to-face interviews. The team suggest that both types of research

methods to go hand-in-hand that would in turn provide a more thorough, in-depth

investigation of the research.

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8 Appendices

8.1 Copies of Data Collection Survey Forms

BACHELOR OF COMMERCE

BUS335 Marketing Research and Analysis

Digital Camera

Purpose of Study

The aim of the research seeks to understand Digital Camera phenomenon interms of the main influences leading to the purchase hype, directing consumers'

choice of brand purchase.

Declaration

All information provided by respondents will be kept confidential and findings will

be used solely for the purpose of the academic research.

Acknowledgment

A special thanks to all the respondents for the valuable time and participation in

the survey completion.

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Section A - Participants demographics

Please tell us about yourself by answering all questions to the best of your knowledge.

Please tick in the box accordingly

1. Age

18 24 25 30 31 35 Above 35

2. Gender Male Female

3. Your monthly income

Below $2,000 $2,000 - $2,999 $3,000 - $3,999 $4000 and

above

4. What is your current or most recent occupational status?

Professional Manager Executive

Technician Self-employed Student Others

5. Do you own a digital camera presently?

Yes No

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For Official UseS/N:Remarks:


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Section B Questionnaire (22 questions)

This section of the survey seeks to find out individuals underlying attitudes on the

price for their digital camera purchase intention.

1. How much are you willing to spend on digital camera? (Maximum budget)

$001 - $100 $101 - $200 $201 - $300

$301 - $400 above $400

2. Price is an important factor when comes to purchasing digital camera.

Strongly Disagree Disagree Neutral Agree Strongly Agree

3. Price reflects on the quality of the digital camera? (E.g. high price = good quality)


4. Historical pricing of the digital camera brand guides you in your purchase decision.


5. You will only buy digital camera when there is a price discount.


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a) Price


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This section seeks to find out your experience in association with digital camera

branding.

6. A digital camera brand endorsed by a celebrity makes the difference in your purchase

decision.


7. You will purchase a digital camera when the brand is easily available at most retail

outlets.


8. Your family and friends influence your decision in purchasing a particular digital

camera brand.


9. The brand indicates quality of the digital camera.


10. The brand provides assurance to the reliability of the digital camera.


11. You tend to purchase the digital camera of a brand that is deemed attractive in design

(e.g. colour, shape)


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b) Brand - it is about understanding how the brand is viewed in the digital camera

market


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12. Will you repurchase the same brand?


This section seeks to understand your purchase behavior towards Apple

products.

13. Advertisements cause you to be aware of the digital camera brands.


14. Do advertisements motivate you to purchase digital camera.


15. You tend to purchase a digital camera that is being featured and prominently displayed

at the retail outlet.


16. You tend to make purchase decision of digital camera based on the frequency of online

website updates from different brands.


17. You will tend to make purchase decision based on individual digital camera model

marketing, rather than the brands advertising.


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c) Market Communication it is the impression of the product based on the

reputation of the brand name.


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This section seeks to find out the services of value adding to digital camera

purchase

18. You will purchase digital camera based on the warranty service and period provided.


19. Do free training services motivate you to purchase the digital camera?


20. Would you send your digital camera for servicing/repair if your camera is faulty within

warranty period?


21. You will purchase a brands digital camera based on the operating opening days and

hours of the service center.


22. You will purchase a brands digital camera based on the response of the technical

assistance hotline.


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d) Services These are the additional services which I feel are essential upon purchase

of digital camera


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~End of Questionnaire~

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8.2 Tables not included in the body

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8.3 References

Anderson, P. M., He, X. 1998. Price influence and age segments of Beijing consumers,

The Journal of Consumer Marketing, 15(2), 152-16

Boonlertvanich, K. 2009. "Consumer Buying and Decision Making Behaviour of A

Digital Camera in Thailand"Institute of International Studies, Ramkhamhaeng

University, Bangkok, Thailand, RU. Int. J. vol. 3 (1)

Carranza, J. E. 2010. "Product Innovation and Adoption in Market Equilibrium: The Case

of Digital Cameras "International Journal of Industrial Organization 28 (6): 604

618

Debono, K. G., Leavitt, A., Backus, J. 2003. "Product Packaging and Product Evaluation:

An Individual Difference Approach": 513521

Gutek, B. A., Bhappu. A. D., Troth, M. A. L., Cherry, B. 1999. "Distinguishing between

Service Relationships and Encounters."Journal of Applied Psychology 84 (2):

218-233

Hollis, N. 2005. "Branding Unmasked."Marketing Research 17 (3): 24-29

Hutchinson, E., Harwood, E.M. 2009 Data collection methods series. Part 5: Training

for data collection.Journal of Wound, Ostomy, and Continence Nursing: Official

Publication of The Wound, Ostomy and Continence Nurses Society / WOCN36

(5): 476-481

Kirchler, E., Fischer, F., Hlzl, E. 2010. "Price and its Relation to Objective and

Subjective Product Quality: Evidence from the Austrian Market." Journal of

Consumer Policy 33 (3): 275-286

Li, X., Hitt, L. M. 2010. "Price Effects in Online Product Reviews:An Analytical Model

and Empirical Analysis."MIS Quarterly 34 (4): 809

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Marples, G. 2008. "The History of Digital Cameras A Short but Bright Picture, The

HistoryOf.net: 2-4

Mugge, R. 2010. "Product attachment and satisfaction: Understanding consumers post-

purchase behaviour". The Journal of Consumer Marketing, 27(3), 271-282

Schwarz, B., Schwarz, N. 2001. "Service Experiences and Satisfaction Judgments: The

Use of Affect and Beliefs in Judgment Formation."Journal of Consumer

Psychology 11 (1): 29-41

Smith, A. K., Bolton, R. N. 2002. "The Effect of Customers Emotional Responses to

Service Failures on their Recovery Effort Evaluations and Satisfaction

Judgments."Academy of Marketing Science Journal30 (1): 5-5

Yuan, H., Han, S. 2011. "The Effects of Consumers Price Expectations on Sellers

Dynamic Pricing Strategies "Journal of Marketing Research 48 (1): 48-61

bus 335a mra jeff edited

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