Consumer Buying and Decision Making Behaviour of a Digital Camera – Group 12

Abstract
The purpose of this study was to understand the behaviour of consumers, who purchase digital still cameras.
Research investigates how much a consumer is influenced by their lifestyle and analyzes the factors that influence
consumers in purchasing a digital camera. Hence, buying behaviour of three consumers with the age bar of 20-
45 years is analyzed by questioning and analysing the factors that lead to the purchase.
Introduction
What influences a consumer to decide which particular product, brand or service to purchase? This is a question
that marketers continue to think over. The consumer buying behaviour is an important research area with direct
impact on the marketing process of a firm.
Scope of the Research
The research was conducted in Delhi region in which certain questions were asked to consumers to understand
the consumer behaviour. Three consumers who had purchased digital cameras and related equipment were chosen
as the subjects of this study. The samples were selected from varied age groups (25, 45 and 30) and from different
social backgrounds. The consumers selected were two female consumers (a college student and the other a
housewife) and one male consumer (single earning member of the family).
Research Approach
Consumer behaviour is the study of individuals and organizations and how they select and use products and
services. It is mainly concerned with psychology, motivations and behaviour. Based on these factors the
consumers were questioned to understand the following:
(a) Factors that triggered the purchase.
(b) Stages in the purchase process.
(c) Inputs sought in each purchase process.
(d) Roles played by different entities at each stage of purchase process.
(e) Time taken at each stage.
Analysis
Photography has come a long way in its relatively short history. In almost 200 years, the camera developed from a
plain box that took blurry photos to the high-tech mini computers found in today's DSLRs and smartphones. Over
the study conducted it has been found that people associate photography with feelings and emotions. Also, the
research explores, how social media affect consumption behaviour of DSLR among young consumers. Uploading
a good picture on the social media platform has become a part and parcel of life, for everyone irrespective of age,
social status or sex.
Interview Summary
On interviewing the consumers, it was found that the three consumers had varying reasons for buying the digital
camera. In the first case of the student, the camera was bought due to the sheer interest of blogging and as the student
wanted to upload her glamourous pictures on the social media platform.
In the case of the housewife, her interest in capturing the moment of her child growing made her take impulsive
decision to buy the camera.
The third person who is the only earning member and employed full time made a decision to purchase the camera
based on the peer group activities. A close friend of him is in nature photography and his work persuaded him to
take up the photography as a hobby and made him to decide on purchase of camera.
Findings of The Group
Trigger of purchase
1. In the case of student the interest generated towards blogging triggered the decision to purchase the
camera. The social influence and fashion consciousness of the student was a triggering factor in this case.
2. the decision made by the second consumer who was a house hold lady was impulsive. After seeing her
child growing everyday and curiosity to capturing every moment of new activity done by the child was one of
the biggest factor. The same was simultaneously influenced by seeing advertisement screened by ‘PRINTO’ in
the television promoting capturing the happy moments of life in very low price.
3. The third person who is salaried person was thinking to buy digital camera for a long time but could not
afford the same. After seeing the quality of the photographs clicked by his friend and same time a online sale by
an E- Commerce company trigged him to make a decision to purchase the camera.
Stages in the Purchase Process :-
1. Need recognition :- In case of each consumer the need was realised by the customer triggered by various
factors. Consumer 1 and 3 took reasonable time to realise the need however the second consumer made impulsive
decision.
2. Information search:- Consumer 1 and 3 did the reasonable research to identify the best suited product
meeting their requirement however consumer 2 didn’t spend time in undertaking any research or survey prior the
purchase.
3. Evaluation of alternatives.:- This step was considered and followed by consumer 1 and 2 however
consumer made the decision on the basis of recommendation by his friend.
4. Purchase decision.:- The purchase decision was taken by the consumers based on the price factor and
availability of the product in the market.
Input Sought During The Purchase. The following inputs were sought prior the purchase:-
(a) The efficiency of the lenses
(b) The Price of the camera and competitors
(c) The durability of the product
(d) The post purchase assistance by the company
(e) Any complimentary accessories provided by the company.
Role played in each stage:- In the First stage major role played was by various family members and friends
in the second stage it was the first available vendor and impulsive purchase and in the third stage buying was
an informed decision based on recommendation and research.
Time taken in Each Stage:- time taken for each stage varied from consumer to consumer. The first and third
consumer took reasonable time to arrive to the decision (2 months in the case of student and 12 months in
case of salaried person). However, the second consumer took only 2 days for purchasing owing to the
impulsive decision.
Implications For Marketing
The group after detail analysis has the following observations: -
(a) Selection of camera can be an impulse buying as well as informed decision in the Indian household.
(b) The main decision makers are motivated into decision of buying by social groups friends and family
members.
(c) Interest in photography or cultivation of it as a hobby is the biggest trigger in making the choice.
(d) The consumer does take informed decision based on recommendations and survey of the product.
(e) Price of the digital camera plays an important role in making the decision by the consumer.
(d) The window of opportunity is reasonably large as decisions are made and converted into purchase
After sufficient deliberations.
(e) The freebies provided with the product along with post purchase services inclined customers to make the
decision to select the product brands.