Marketing Research- Film Reel Cameras

MARKETING RESEARCH

Members Ritu Uma

: Atul Sumit

Manish Tarun

AGENDA Ø MANAGEMENT PROBLEM Ø EXPLORATORY RESEARCH & FINDINGS Ø MARKETING RESEARCH PROBLEM Ø HYPOTHESES Ø SAMPLING DESIGN AND PROCESS • • • •

Target Population Sampling Frame Sampling Technique Sample Size

Ø DATA ANALYSIS • • • •

Regression Analysis Cross-Tabulation Chi-Square Analysis Averages and Percentages

Ø 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 Ø Expert Interviews • Sample Composition • Sample Size: 5 • Occupation: Professional Still Photographers • Age Group: 40-60

Ø Ø Qualitative Research • Sample Composition • Sample Size: 7 • Occupation: Students and Working Professionals • Age Group:21-30 • Income Group: Middle and Upper-middle

FINDINGS OF EXPLORATORY RESEARCH Ø 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 Ø Ø Determine the market for film reel cameras

Ø Ø Ø Determine the market for digital cameras

Ø Ø Ø On the basis of various parameters, compare the two markets and conclude which the company should

THEORETICAL FRAMEWORK Ø Understand the attributes and characteristics of traditional cameras Ø Understand the type of target markets for traditional cameras Ø Ø Ø Understand the attributes and characteristics of digital cameras Ø Understand the type of target markets for digital cameras

ANALYTICAL MODEL Ø Ø Consider the features and advantages of both the cameras to be independent variables Ø Ø Ø Consider the type of camera (digital and film) to be dependent variables

RESEARCH QUESTIONS Ø What prompts a consumer to use a particular kind of camera Ø Ø Have consumers made the shift from traditional film cameras to digital cameras completely? Ø Ø Will there be a market for film cameras in India, in the long run? Ø

HYPOTHESES 1. 2.There is no market left for traditional film roll cameras in India 3. 4. 5.There is a niche market left for the traditional camera

MEASUREMENT Ø Exploratory Research: • Expert Interviews (Telephonic) • Qualitative Research (Pilot Survey) • Secondary Data

Ø Ø Conclusive Research: • Single Multiple Cross-Sectional design • Internet Interviews • Traditional Telephonic Interviews • Personal In-home Interviews

SAMPLING DESIGN AND PROCESS

TARGET POPULATION Ø Ø People who click photos  Professional  Freelancers/studio Ø Ø People who click photos Non-professional Urban Ø Ø People who click photos Non-professional Semi-urban Ø

SAMPLING FRAME Ø Ø Personal Contacts Ø Ø Ø The Press

SAMPLING TECHNIQUE Ø Ø Freelance/ Studio photographers: Non-probability Judgmental Sampling Ø Ø Ø Casual photographers: Simple Random Probability Sampling

SAMPLE SIZE Ø Professional photographers: 11 Ø Urban Casual photographers: 20 Ø Semi-urban Casual photographers: 20 Ø Ø •Total Number of Respondents: 51 Ø

DATA ANALYSIS Methods used: Ø Regression Analysis Ø Cross-Tabulation Ø Chi-square Analysis Ø Averages and Percentages Ø Bar Graphs Ø Correlation •

REGRESSION ANALYSIS Ø Y=3 - 0.07a - 0.11b - 0.15c • where • • •

y= type of camera a= location b= profession c= age

•

Ø r-square = 0.26

Ø Ø 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%

    Row-wise  %  

8%   16%

2%   44%

6%   40%

   

16%   100%

50%

13%

38%

 

100%

 

CROSS-TABULATION  

 FUTURE PURCHASE

 

       

        PROFESSIONAL URBAN

    TOTAL

    PERCENTAGE

18

    SEMIURBAN 20

Digital

7

45

88%

Film reel

4

2

0

6

12%

 

11

20

20

51

100%

    Set-wise %

    14%

    35%

    39%

     

    88%

      Row-wise %

8%     16%

4%     40%

0%     44%

       

12%     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%

 

13%

13%

 

100%

75%

CHI-SQUARE ANALYSIS Ø Null hypothesis H₀: Choice of camera depends on profession Ø Alternate hypothesis H₁: Choice of camera does not depend on profession

• Critical value= 3.841 •Chi-square value= 4.675 •

•

Ø Inference: •Hence, we reject the null hypothesis

AVERAGES AND PERCENTAGES Ø Benefits of cameras: • Scale used- rating scale • Observation- highest rating to ‘clarity of photographs’

Ø Ø

Ø Inference: •The most sought-after benefits of cameras were found to be clarity of photos, ease of use and durability

AVERAGES AND PERCENTAGES Ø 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% •

CORRELATION Ø Correlation between age and technology: (0.078) Ø Correlation between age and ease of use: 0.119 Ø Correlation between preference and technology: (0.041)

• Ø Inference: •No correlation as such observed between the given set of data. Hence, it shows that a large part of the population has

FUTURE OF FILM REEL CAMERAS Ø 37 out of 51 respondents feel that reel cameras will not survive Ø Reasons: • Advanced technology • Inconvenience of developing reels • Camera-makers are shifting to digital cameras, forcing the consumer to do so

Ø Ø 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

CONCLUSIONS DRAWN Ø Choice of camera is independent of the age, location and profession of user Ø Ø Even professionals have made or are making the shift because they are dependent on the camera-maker Ø Ø Only some professionals and few people above the age of 40 prefer film reel cameras

CONCLUSIONS DRAWN Ø Ø Hypothesis 1 holds true as the shift to digital cameras is proved to be inevitable Ø Ø Ø 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 Y OU