A proposal

on

Customers’ Buying Behavior

towards Canon Camera and Nikon
Camera

Prepared For:
Ms.Tasnima Aziza
Course Instructor
Consumer Behavior

Prepared By:
Md. Rezaul Alam Omar # 794
Md. Hasibul Haque Sakib #818
Augustin Mondol #
Abu Hanif Chowdhury #
Mustafa Sadiq #

Institute of Business Administration

Jahangirnagar University
Savar, Dhaka-1342.

Submission Date: 11-10-10

October 11, 2010

Ms.Tasnima Aziza
Lecturer
Institute of Business Administration
Jahangirnagar University
Savar, Dhaka-1342

Ref: Submission of report proposal “Customers’ Buying Behavior towards

Canon Camera and Nikon Camera”

Sir,

This is to inform you that the report proposal on “Customers’ Buying Behavior
towards Canon Camera and Nikon Camera” that you assigned us to prepare
for the partial fulfillment of the requirement of the Consumer Behavior course
has been submitted.

We have provided the outline of the report in this proposal and if you allow us
we will try our best to submit this report based on this outline within the
given time limit.

We express our gratitude to you for your guidance and we hope that this
report proposal will fulfill your requirements. Any short of suggestion
regarding this proposal will be greatly acknowledged and we will feel proud if
my paper serves its purpose.

Sincerely Yours

Md. Rezaul Alam Omar # 794

Md. Hasibul Haque Sakib #818

Institute of Business Administration

Jahangirnagar University
Executive summary:

Camera is a common accessory now a days. There are many companies

manufacturing camera. But two among them are currently reigning the
market – CANON and NIKON. Cameras are mailny two type – DSLR (Digital
Single Lens Reflex) Camera which delivers the best quality image and
designed for those who look in exellence in photography and P&S (Point and
Shoot) camera.

The main purpose of this study is to gather information on the public buiyng
behavior about Canon camera in relation to its competing product Nikon
camera. The survey will be conducted in Dhaka City among 25 persons in
order to evaluate the position of the product in the market.

Through this report, the respective camera manufacturers will be benefited in

various ways. The market position of the product will also be clear to the
manufacturer. Besides, it will be easy for the manufacturer to know the
consumer satisfactions and dissatisfactions about his product and, therefore,
will be able to improve the product according to the consumer preference.
The manufacturer will be able to know whether the consumers will switch to
other products for any specific deficiency like quality, price etc. If there is
need of extended promotional activities it will also come out from the report.
On the other hand, entrepreneurs who are interested to join in the market,
will be able to know whether there is any scope for them to make position in
the market. Besides, if they want to introduce a new product they should
know about consumer preference, choice and need about the product.
Therefore, the information will be very helpful for the manufacturer to
improve his products and stay in the competition and the entrepreneurs who
wants to introduce a new product in the market.
1. Foreword:

As a partial fulfillment of the requirement of Consumer Behavior course this

report is initiated. The study is conducted for gathering information in order
to determine the public buying opinion about the products of Canon Camera
in relation to its competing product Nikon Camera.

2. Background:
Bangladesh has a quite good market of cameras. There are many camera
companies like Canon, Nikon, Pentax, Sony, Samsung, Vivitar etc.

Almost every household owns a camera now a days. Urban dwellers, specially
Youngsters, are the biggest users of camera. But everyone is continuously
changing their choice due to some reasons. Therefore, a camera company
should learn about what public thinks of its products in relation to competing
product. This report will benefit the camera manufacturer by providing the
customers preferences, choice and needs of camera. The report will also
reveal if there is need of more promotional activities. This report will also be
very helpful for the entrepreneurs, who are interested in launching a new
product in the market. They will be able to know the opportunity in the
market and the consumer preference, which will help them designing their
product.

3.Problem Statement:

• The topic: Consumers’ buying intention towards Canon camera and

Nikon Camera.
• The main idea: The main idea is to gather information about what
public thinks while buying Canon camera in relation to competing
product Nikon Camera.
• Time and place context: This study will cover the present camera
market situation. The survey will take place in Dhaka city.
• Factors of the problem: The consumers consider various factors
while they buy the camera. These include superior quality, high
availability, lower price, attractive design, user friendliness, functions,
after sales service, durability, availability of accsesories etc. However,
 it is hard for them to find every desirable feature in one single camera.
This report will focus on the factors that are highly considered by the
consumers.

4. Objective of the study:

4.1. Specific findings: The study has a broad objective and some
specific objectives.
 Broad objective: To analyze the market of Canon Camera as
well as to find out about their competing product Nikon Camera.
Besides, determining the opportunity for an entrepreneur who wants to
introduce a new product in the market.
 Specific objectives:
a) identify brand awareness position and consumer perceived value of
Canon camera.
b) To identify different factors those are considered by the consumers
when they buy a camera.
c) To identify the most frequently used camera by the consumers.
d) To find out the consumers ' satisfaction level of using Canon
Camera.
e) To find out the consumers' expectations about Canon Camera.
f) To find out any suggestions from the consumers to increase their
satisfaction level of using Canon Camera.

4.2. Expected outcome:

This report will make it possible to figure out the whole camera market of
Bangladesh. Apart from this, this report will provide information about
consumers’ suggestions and expectations and the competing brands of
Canon. Therefore, Canon will be able to take all necessary steps to fulfill
the consumers’ expectations. On the other hand, through this report, an
entrepreneur can understand the market situation properly that will help
him/her a lot in determining his/her prospect in the existing market.

5. Methodology:
5.1. Data collection method:
 Source of data: Both the primary data and the secondary data will be
needed to conduct this study.
a) Primary data: The primary data will be collected from the
consumers directly.
b) Secondary data: The secondary data will be collected from the
 company office.
 Sampling plan: In order to retrieve the necessary information as
precisely as possible from the survey, the following sampling plan will
be pursued.
a) Sample: The consumers.
b) Sample size: The sample size will be chosen on convenience basis.
To make the report more precise and graphic, We have decided to
survey at least 25 consumers.
c) Sample area: The sampling area will be Dhaka City only.
 Data collection instruments: Structured questionnaires will be used
as the data collection instruments. Because, questionnaire method is
more flexible and acceptable than the other methods. Besides, this it is
less time consuming.

5.2. Data analysis method: Both the qualitative and quantitative

method will be used analysis the collected data.

6. Scope:
The study will be conducted among students, jobholders, businessman,
photographers, travellers etc. It is assumed that the consumers of this study
will represent the consumers of the whole country. But the study will not be
conducted through the whole country. Besides, the opinion of the brand
managers and operations managers will not be taken.

7. Limitations:
I have faced some problems during preparing the proposal. They are pointed
below.
a) Lack of availability of information.
b) Time constraints.

8. Conclusion:
Through this report, the respective camera manufacturer will be benefited in
various ways. The market position of the product will also be clear to Canon.
Besides, it will be easy for Canon to know the consumer satisfactions and
dissatisfactions about it’s product and, therefore, will be able to improve the
product according to the consumer preference. Canon will be able to know
whether the consumers will switch to other products for any specific
deficiency like quality, price etc. If there is need of extended promotional
activities it will also come out from the report. Therefore, the information will
be very helpful for Canon to improve it’s products and stay in the competition
and the entrepreneurs who wants to introduce a new product in the market.

Appendices:
1. Bibliography: Consumer Behavior (Hawkins)

2. Data Collection instruments:

Survey Questionnaire on Buying Intention
Institute of Business Administration
Jahangirnagar University
Savar, Dhaka

Dear Valued Respondent,

I am a student of BBA program of the Institute of Business Administration at
Jahangirnagar University. I am conducting a research on “Customers’
Buying Behavior towards Canon Camera and Nikon Camera”. This
survey is purely conducted as a part of my academic program only. Please
respond to the questions and tick in the appropriate circle. I sincerely
appreciate your sincere co-operation and your valuable time if you kindly
provide me the following information.
I assure you that your valued information would be kept confidential and will
be used for academic purpose only.

1. Which camera do you use

personally?......................................................................

2. What factors do you look for buying a camera? (Please check multiple)

a) Brand b) Price c) Availability d) Quality

e) Durability f) User friendliness g) Functions h) After sales
service
i) Attractive design j) Availability of accsesories

3. Would you please mention the brand name of camera your

friends/relatives use most? ......................................................................
4. Please mention the reasons behind using this camera. (Please check
multiple)

a) Brand b) Price c) Availability d) Quality

e) Durability f) User friendliness g) Functions h) After sales
service
i) Attractive design j) Availability of accsesories
k) Mostly used by your friends and relatives

5. Was this brand outlet available? a) Yes b) No

If no, what do you do?

a) Search to others shops b) Buy another camera brand

c) Other (Please mention)......................................................................

6. If you have to buy another camera instead of canon; what is the

alternative?
(Please specify one) .............................................................................

7. How long have you been using this camera?

a) Less than 3 months b) For 3 months c) For 6 months
d) For 1 year e) More than 1 year

8. How satisfied are you about the quality with the given price? (Please check
1)
a) Highly satisfied b) Somewhat satisfied
c) Somewhat dissatisfied d) Not at all satisfied
e) Neither satisfied nor dissatisfied
9. Would you always use this camera?
a) Yes b) No
If no, would you please mention the name of the camera you would use next?
(Please specify one) ........................................................................

10. Reason behind using another camnera-

a) More quality in a better price
b) Mostly used by the other consumers
c) Other (Please mention) ..............................................................

11. Do you have any suggestion for getting better quality of Canon camera?
(Please mention) ............................................................................

12. Was the after sales service upto your expectations from Canon?
(Please mention) ............................................................................

Particular of the respondent

Name:
Occupation:
Age:

Thank you for your kind co-operation.