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Dissertation Report
on

A Comparative Study of Consumer Purchase and Usage Behaviour towards Digital Cameras in India and United Kingdom
a. carried out to measure the adequacy of the sample size, minimum suggested value being 0.6 and above. b. Bartletts Test of Sphericity: The Bartletts test was run to test the null hypothesis that the correlation matrix is an identity matrix in which all diagonal elements are 1 and the rest are 0. The null hypothesis was to be rejected. 2. Independent Samples T-Test: This t-test was run to compare means of same variable between two groups (India and UK) 3. Chi Square Test of Association (Fishers Exact Test): Fishers exact test was used to conduct chi-square test as results violated the chi-square assumption that no cell has an expected frequency of five or less.

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CHAPTER 4: ANALYSIS AND INTERPRETATION

4.1 Secondary Analysis Similar and Dissimilar Patterns

Figure 1: Digital Cameras - PLC Comparison

The primary difference lies between the two countries lies in the stage of product life cycle. UK market is in the maturity stage on account of saturation and high levels of ownership of cameras. In India, however, penetration of digital

cameras is comparatively low, thus offering scope for future sales.

Product categories however are similar. Across India and United Kingdom, there are primarily 3 broad categories of products under Digital Cameras:
Table 1: Categories of Products

Camera Type Point & Shoot

Capabilities Compact Cameras, Low Zooming Capabilities, Limited Shoot Modes, Weak Outdoor Photography, Automatic Setup

Target Segment First Time Users, Novice Photographers with Limited Knowledge of Camera Features and Controls.

Benefits Sought Instant images for sharing, Basic Functionality, Economy, Compactness , Convenience

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Advanced Point & Shoot

Strong Zooming Capabilities, Interchangeable Lenses, Operational in Low Light

Camera Enthusiasts who are Experienced and Adept with Camera Features.

Versatility Simple as well as Complicated Shoots

SLR/DSLR

Availability of Manual Controls, Multitude of Features & Shoot Modes, Strong Zooming Capabilities, Powerful Lenses

Professional Photographers, Users with Comprehensive Experience and Knowledge of Camera Controls.

High Quality, Durability, Performance in Varied Conditions

The table below shows indicative price ranges for cameras in all the three categories in India as well as United Kingdom. The price ranges, too, are fairly similar in both countries.
Table 2: Camera Price Ranges (Indicative Figures)

Camera Type

India Lower Limit Upper Limit Rs. 15,000 Rs. 50,000 Rs. 2,00,000

United Kingdom Lower Limit Upper Limit

Point & Shoot Advanced Point & Shoot SLR/DSLR

Rs. 3,000 Rs. 10,000 Rs. 25,000

45 120 270

250 500 2100

Source: Flipkart (India) and Argos (United Kingdom)

Consumers in UK, however, have slightly greater number of options available to them on account of a slightly larger product portfolio consisting of more variants in each of the three categories..
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Key Developments/Strategies of Camera Manufacturers: 1. As entry level cameras (point & shoot) are increasingly coming under threat from smartphones, the focus of a majority of companies in both countries has shifted to mid-range (advanced point and shoot) and high-end (SLR/DSLR) cameras. 2. Customers are increasingly becoming dependent upon smartphones thus leading to poor consumer sentiment. 3. Companies, e.g. Canon, have decided to dump basic models in favour of advanced ones to ensure sustained revenues and minimize potential losses since lowering of prices is not a possibility.

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4.2 Primary Data Analysis & Interpretation The following responses were obtained from the categorical variables of the survey:
Table 3: Summary of Responses for Categorical Variables

Categorical Variables

India Absolute %

United Kingdom Absolute %

Gender: Male Female 149 48 76% 24% 96 70 58% 42%

Age Group: Below 18 years 18-21 years 22-25 years 26-30 years Above 30 years 2 25 123 33 14 1% 13% 62% 17% 7% 2 16 56 66 26 1% 10% 34% 40% 16%

Occupation: Student Professional Self Employed Others 146 39 12 0 74% 20% 6% 0% 69 73 24 0 42% 44% 14% 0%

Level of Photography Experience: Novice Intermediate Advanced 153 32 12 78% 16% 6% 104 46 16 63% 28% 10%

Possession of Digital Camera: Yes No 125 72 63% 37% 124 42 75% 25%

Alternatives to Digital Camera: Smartphone Tablet Friends Camera No alternative 145 15 25 12 74% 8% 13% 6% 65 27 64 10 39% 16% 39% 6%

Preference Smartphone or Camera: Smartphone Camera 103 94 52% 48% 45 121 27% 73% Page | 5

063012 Current Digital Camera Brand: Canon Nikon Sony Minolta Olympus Pentax Samsung Panasonic Leica Others 40 28 32 4 5 0 10 6 0 0 32% 22% 26% 3% 4% 0% 8% 5% 0% 0% 57 40 12 0 10 0 2 3 0 0 46% 32% 10% 0% 8% 0% 2% 2% 0% 0%

Current Digital Camera Type: Basic Point & Shoot Advanced Point & Shoot SLR/DSLR 75 32 18 60% 26% 14% 54 44 26 44% 35% 21%

Occasion of Digital Camera Usage: Family/Special Events Travel Holidays Hobby Professional Photography 44 86 55 12 22% 44% 28% 6% 17 97 36 16 10% 58% 22% 10%

The following major similarities and dissimilarities emerged from the data: Similar Observations Dissimilar Observations

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