Part – 1

Introduction

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Introduction
The most crucial issue for the marketers is to identify the needs of the consumers. Only the
identification of needs is of no value unless and until this is transformed in to a meaningful and
appropriate satisfiers. For this whole process of converting needs into actual satisfaction one
needs to understand the complete make up of consumer’s mind, and this process is known as
consumer behavior. Let’s also discuss some of the definitions of consumer behavior.

Kotler and Armstrong (2001), “Consumer buying behavior refers to the buying behavior of the
individuals and households who buy goods and services for personal consumption. Consumers
around the world are different in various factors such as age, income, education level and
preferences which may affect the way they avail of goods and services. This behavior then
impacts how products and services are presented to the different consumer markets. There are
many components which influence consumer behavior namely; cultural, social, personal, and
psychological”.

Kundi J. et al (2008) Stated that “consumer behavior refers to the mental and emotional process
and the observable behavior of consumers during searching, purchasing and post consumption of
a product or services. Consumer behavior blends the elements from psychology, sociology,
sociopsychology, anthropology and economics”.

On the basis of above definitions, it can be concluded that consumer behavior is the study of
consumers regarding what they buy, when do they buy, from where they buy, how frequently
they buy, and how they use certain products. But the study does not stop here as it also goes
further to study the post purchase and evaluations of the consumers.

Photography is one of the hobbies of people. A digital Single-Lens Reflex (SLR) camera is one
of the types in digital camera categories. Digital SLR began emerge to emerge in the early 1990s,
but become popular after the turn of the century. Shipments of Digital SLR camera from Japan in
the year 2008 were counted as 525.4 billions of yen and the number were increasing every year.
In addition, in third quarter of 2008, 44 percent of the shipments were Digital SLR camera, and
17 percent were shipped to Asia and other areas. The Digital SLR camera is used for the
professional photography. The National Aeronautics and Space Administration (NASA) use D3S
Digital SLR Camera and Interchangeable Lenses from Nikon. In addition, people are using
Digital SLR cameras to shoot in many ceremonies such as, wedding ceremony, and graduation
ceremony. There are 2 giant companies who dominate Digital SLR Camera which are Nikon and
Canon. In the year 2008, in Japan, Nikon and Canon have share of 39% for each as shipment
units, while the Sony who stand on the third place has only 8.5% very far from the 2 giants. The
product lines cover from beginner to the professional photographer. There should be some
factors that the consumers consider before buy every product. This research examines the factors
that have an impact for the consumer selection of the Digital SLR camera. Currently DSLRs are
widely used by consumers and professional still photographers. Well established DSLR currently

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offer a larger variety of dedicated lenses and other photography equipment. Mainstream DSLRs
are produced by Canon, Nikon, Pentax, and Sigma. Pentax, Phase One and Hasselblad
expensive, high-end medium-format DSLRs, including some with removable sensor backs.
Pentax, Fujifilm, Kodak, Panasonic, Olympus, and Samsung previously produced DSLRs.
Konica Minolta's line of DSLRs was purchased by Sony.

Statement of Problem
There are some of marketing factors that have effect the consumer behaviors. Marketing
orientation required more sophisticated tools to understand consumers and what products or
services will satisfy them. The Digital SLR cameras in the market have different in features of
the product. Not only about product’s features, the service and pricing are used as strategies for
manufacturers to compete in the market. The marketer of Digital SLR camera also needs to
achieve the goal of marketing which is to connect the organization to its customers. This research
examines the marketing factors that have impact on consumer decision making.

Objectives
This research is based on the study of consumer buying behavior towards DSLR camera. The
objectives of my study are as follows:

1) To find out the customer preference towards the various DSLR camera.
2) To analyze the customer behavioral approaches associated with different DSLR camera
based on compensatory heuristic model.
3) To discover the potential findings and develop the recommendations based on those
findings to implement marketing strategy of the DSLR camera.

Research Methodology
This project is prepared with the help of theoretical knowledge as well as practical knowledge.
The theoretical part taken from the various books & magazines available on this subject and
other recent happing in marketing is taken from magazines & newspaper. Research has been
conducted through direct and indirect (by email) contact with respondents’ thorough
questionnaires to know about the consumer buying behavior towards DSLR camera from a
selective sample. Overall this mission has been completed with the combination of all those
things & it had been with the best of my facts & information.

Research methodology refers to search for knowledge. Redman and Mory define research as a
“Systematized effort to gain new knowledge. Research is an academic activity and such the term
should be used in technical sense. According to Clifford Woody, Research comprises defining
and redefining problem, formulating hypothesis or suggested solutions; collecting, organizing
and evaluating data; making deductions and research conclusions; and at last carefully testing the
conclusions to determine whether they fit the formulating hypothesis.

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Sampling design & size: A sample design is a definite plan for obtaining a sample from the
sampling frame, it refers to the technique or procedure the researcher would adopt in selecting
some sampling units from which interferences about the population is drawn. In this research, I
have taken sample of 10 photographers’ who live in Dhaka city to conduct the research on
consumer buying behavior. Those photographers include freelancer, wedding photographer and
event photographer and amateur. The age of the photographers varied between the 24 – 30 years.
Among 10 respondents, 6 were male and another 4 were female.

Questionnaire design: preliminary questionnaire was first developed in English using

measurement scales and examined several times until it was user friendly and captured the
desired constructs. The questionnaire was pre-tested several times to arrive at appropriate
wording, format, length and sequencing of the questions. Pre-test feedback was used to refine the
questionnaire until it was ready for data collection.

Data Collection: For achieving the specific objectives of this study, data were gathered from
both primary and secondary sources.

Primary Sources:

 Direct and indirect (email) conversation with the photographers’ thorough questionnaires.
 Observation

Secondary Sources:

 Various magazines and books regarding consumer buying behavior.

 Websites of respective DSLR camera companies.

Scope of Research
This research examines the consumers of Digital SLR camera buying behavior. The sample is
focusing only with who are using Digital SLR camera. The method of research is using
questionnaire and the period of the research is the December, 2017. As from the background, it
showed that Digital SLR camera industry has significant portion in the digital camera industry.
There are also number of manufacturers who compete in this market, such as Nikon, Canon,
Sony, and Olympus. The research of buying behavior will help the manufacturer can understand
more of the consumer need.

Limitations of Research
This research data limited to collect the data with consumers who already own the Digital SLR
cameras only. Due to the limitation of time of the research, the data collect within Dhaka Area
only which is the metropolitan, the data are not represent for all location that Digital SLR
cameras available.

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Part – 2
Theoretical Overview

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The researcher made an attempt to collect information from the prior researches and relevant
studies conducted in the area of consumer behavior and buying preference so that the important
variables for the study could be identified and analyzed. The review of literature has been
presented in a summarized and precise manner.

Consumer Behavior
The American Marketing Association defines consumer behavior as “the dynamic interaction of
affect and cognition, behavior, and the environment by which human being conduct the
exchange aspects of their lives” From the definition of consumer above, it shows that consumer
behavior is dynamic. Consumer behavior is dynamic because of thinking, feeling, and actions of
individual consumers, targeted consumer groups, and society at large are constantly changing.
For example, when the season changes, consumer will need the different style of cloth to wear.
The last key from definition is consumer behavior involves exchanges between human beings.
For example, when the selling price of product increases, consumer’s feeling about the product
might change because of customer has to pay more but get the same value from the product.

Consumer Behavior by Hawkins, Best, Coney and Mokherjee- The authors of the book discussed
various factors affecting consumer behavior for buying such as demographic and social
influences(family and household), group influence, impact of advertising and internal influences.

Consumer Buying Process

When the consumer wants to buy some products there are some stages of the consumer buying
process that may go through. In the reality consumer does not need to go through all stages every
time. The buying process begins when consumers recognize that they have an unmet need. Need
recognition occurs when an individual sense a difference between what he or she perceives to be
the ideal versus the actual state of affairs. After consumer has need recognition, the next step of
consumer buying process is information search. Search may be internal, retrieving knowledge
from memory or perhaps genetic tendencies or it may be external, collecting information from
peers, family, and the market place. After they search for information from the different sources
they will have knowledge about the product in their choice.

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Consumer Behavior and Marketing Strategy
A marketing strategy is the design, implementation, and control of a plan to influence exchanges
to achieve organization objectives. Marketers have to try to understand consumer behavior to let
them have a right marketing strategy to implement with the right consumer. Product refers to
something that buyers can acquire via exchange to satisfy a need or a want .In addition to that,
product is as offerings, or the bundle of physical, service, and symbolic attributes designed to
satisfy customers’ needs and wants. The pricing strategies for goods and services are becoming
increasingly challenging for many firms because of deregulation, informed buyers, intense global
competition, slow growth in many market, and opportunity for firms to strengthen market
position. Distribution and supply chain is essentially to get the product to the right place, at the
right time, in the right quantities, at the lowest possible cost. Customer will not be happy when
they cannot find the product on the shelf, but also the company does not want to have too huge
stock for any product. Promotion or integrated marketing communication (IMC) is the
coordination of all promotional activities. Marketers develop promotions to communicate
information about their products and to persuade consumer to buy them.

Factors That Affect the Consumer Buying Behavior

There are some factors that can affect the consumer buying behavior. Consumer behavior can be
broadly classified as the decisions and actions that influence the purchasing behavior of a
consumer. What drives consumers to choose a particular product with respect to others is a
question which is often analyzed and studied by marketers. Most of the selection process
involved in purchasing is based on emotions and reasoning. The study of consumer behavior not
only helps to understand the past but even predict the future. The below underlined factors
pertaining to the tendencies, attitude and priorities of people must be given due importance to
have a fairly good understanding of the purchasing patterns of consumers.

1. Purchasing Power

2. Group Influence

3. Personal Preferences

4. Economic Conditions

5. Marketing Campaigns

Compensatory Heuristic Evaluation Alternatives

Consumer evaluates brand options in terms of each relevant attribute and computes a weighted or
summated score for each brand. The consumer chooses the brand with the highest score. A
compensatory model because a positive score on one attribute can outweigh a negative score on

Page | 7
another attribute. It is also known as multi-attitude model and fishbein model. Much of the
discussion and issues involved in the controversy surrounding multi-attribute attitude models has
resulted from interest in Rosenberg's attitude model which has been rekindled largely through the
work of Fishbein. Although a great deal of attention has been given the attitude model, as
attested by the review of Wilkie and Pessemier, relatively little has been published relative to
Fishbein's extended or intentions model which is an adaptation of Dulany's theory of
propositional control. Interest in Fishbein's extended model is twofold. First, the model provides
a basis for studies of the relationships between attitudes and social influence variables relative to
behavior. Second, the model may be useful for the prediction of behavior utilizing behavioral
intentions as a mediator. Much of the early research based on the intentions model was
encouraging since intentions and behavior were frequently correlated at levels above .85. The
purpose of this paper is to review the theoretical framework of the extended Fishbein model
along with the research concerning it. The primary focus is on the issues associated with use of
the model in consumer research, in particular the conceptual antecedents which underlie the
model.
𝑛

𝐴0 = ∑ 𝑏𝑖 𝑒𝑖
𝑖=1

A0 = the overall attitude

bi = the strength of the belief that product has some particular attribute i

ei = the evaluation/weight of the goodness or badness of attribute i

n= number of questions

There are several methods of building attitudes toward specific objects (products, companies):

1. Conditioning 2. Learning 3. Marketing 4. Public relations 5. Social pressure etc.

Digital SLR Cameras

There are some type of cameras, the definition that can separate Digital SLR cameras to others is
Digital SLR cameras is a digital still image cameras that uses a single lens reflex (SLR)
mechanism. The Digital SLR camera use with the interchangeable lens which is the glass or
plastic elements that focus light onto analog film or a digital sensor in a still or video camera.
Lens quality is just as important in digital cameras as it was in the Daguerreotype cameras in the
1800s. ISO is the international standard measurement of a camera's sensitivity to light. Digital
SLR Camera is different from film camera that have to change the film to get different ISO, with
digital cameras, it can be changed by selecting a speed from the ISO menu, reconfiguring an
electronic circuit that emulates film speed. The size of digital photo is use as a pixel size. Pixel is
the smallest addressable unit on a display screen or bitmapped image.

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Part – 3
Data Analysis
& Interpretation

Page | 9
Analysis & Interpretation of data based on questionnaire survey

1. Price

As DSLRs are becoming more and more affordable, a lot of people are wondering if it is time for
them to switch to a DSLR. While BUYERS coming down in price (especially at the lower end)
DSLR’s are generally more expensive than other cameras. Also consider that buyers might want
to upgrade their lens (as kit lenses are generally not of a super high quality) or they may wish to
add more lenses later and that this adds to the cost of a DSLR.

Canon
Respondents Belief Strength
1 5
2 3
3 4
4 3
5 2
6 5
7 2
8 4
9 4
10 5 1
Average 3.7
PRICE
Nikon Sony
Evaluation Belief Strength Evaluation Belief Strength Evaluation
1 4 0.8 2 0.4
0.4 5 0.8 3 0.4
0.8 3 0.6 3 0.4
0.6 3 0.6 4 0.6
0.2 2 0.4 4 0.8
1 4 0.8 5 1
0.4 5 1 2 0.4
0.6 3 0.6 3 0.6
0.8 4 0.8 2 0.4
3 0.2 4 0.8
0.68 3.6 0.66 3.2 0.58

1. Image Quality

Image quality is a characteristic of an image that measures the perceived image degradation.
Imaging systems may introduce some amounts of distortion or artifacts in the signal – for
example by transcoding, which affects the subjectively experienced quality and Quality of
Experience for end users. An ideal model of how a camera measures light is that the resulting
photograph should represent the amount of light that falls on each point at a certain point in time.
This model is only an approximate description of the light measurement process of a camera, and
image quality is also related to the deviation from this model.

IMAGE QUALITY
Canon Nikon Sony
Respondents Belief Strength Evaluation Belief Strength Evaluation Belief Strength Evaluation
1 3 0.4 5 1 3 0.6
2 2 0.4 5 1 3 0.4

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 3 4 0.8 4 0.8 2 0.2
4 5 0.6 3 0.6 3 0.6
5 2 0.2 5 0.4 3 0.8
6 2 0.4 3 0.6 4 1
7 5 0.4 5 0.8 2 0.2
8 4 0.4 5 0.6 5 0.6
9 2 0.4 4 0.8 2 0.2
10 5 1 2 0.4 3 0.6
Average 3.4 0.5 4.1 0.7 3 0.52

2. Battery life

Manufacturers' information implies that the life of a battery that is not abused depends upon the
number of charge cycles it undergoes, specifying typical battery capacity in terms of number of
cycles with no mention of age of the battery.

Canon
Respondents Belief Strength
1 5
2 5
3 4
4 3
5 5
6 5
7 4
8 4
9 4
10 5 1
Average 4.4
BATTERY LIFE
Nikon Sony
Evaluation Belief Strength Evaluation Belief Strength Evaluation
1 4 0.8 5 0.8
0.4 5 0.8 3 0.6
1 4 0.6 3 0.6
0.6 3 0.4 3 0.6
1 4 0.4 4 0.8
1 4 0.8 5 1
0.6 5 0.8 2 0.2
0.6 4 1 2 0.6
0.8 4 0.6 2 0.4
3 0.2 3 0.6
0.8 4 0.64 3.2 0.62

3. Pixel Size

The sensor on the digital camera captures millions of pixel to make up the image. Depending on
the number of pixels and the size of the senor each mega pixels will have its own surface area
measured in microns. The large pixel camera, a Canon 1D Mark II DSLR has pixel spacing of
8.2 microns with the pixel active area is a little smaller than 64 square microns. The Canon S70
camera has a pixel spacing of 2.3 microns, and an active area less than 5 square microns. 6
respondents showed their interest on Pixel size as it effect the color, larger image and clarity.

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 PIXEL SIZE
Canon Nikon Sony
Respondents Belief Strength Evaluation Belief Strength Evaluation Belief Strength Evaluation
1 4 0.8 4 1 5 0.8
2 2 0.4 5 1 2 0.6
3 4 1 4 0.6 3 0.8
4 3 0.6 4 0.4 3 0.6
5 5 0.8 5 1 4 0.8
6 5 0.8 4 0.8 5 1
7 4 0.6 5 1 3 0.2
8 3 0.4 3 0.4 4 0.6
9 4 0.8 2 0.2 5 0.4
10 4 1 3 0.4 3 0.6
Average 3.8 0.72 3.9 0.68 3.7 0.64

4. Functions:

Function of a DSLR camera plays a vital role on consumer buying process. 5 have marked
function as one of the salient features with the Evaluation of that particular belief. Respondents
shared their experience about different functions of DSLR like Nikon has CMOS Imager, Lens
Support, advanced Autofocus System, Live View Shooting Mode, and optical Image Stabilizer
etc. Canon has noise reduction system on image, auto color balancing system, clarity etc. Sony
released series of DSLRs allowing 3D photography. It was accomplished by sweeping the
camera horizontally or vertically in Sweep Panorama 3D mode.

FUNCTIONS
Canon Nikon Sony
Respondents Belief Strength Evaluation Belief Strength Evaluation Belief Strength Evaluation
1 5 1 4 0.8 5 0.6
2 4 0.8 5 0.8 4 0.6
3 4 1 3 0.4 3 0.6
4 4 0.8 4 0.4 4 0.6
5 5 0.8 5 1 3 0.6
6 5 1 4 0.6 5 1
7 4 0.8 5 0.8 3 0.4
8 4 0.6 3 0.4 4 0.6
9 4 0.8 3 0.6 4 0.4
10 4 0.8 4 0.4 3 0.4
Average 4.3 0.84 4 0.62 3.8 0.58

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Attributes of DSLR camera Brand
Finally, we come to a conclusion by finalizing the attributes of those DSLR camera brands
prescribed by the respondents. Respondents have shown their interest to the influential factors on
which they rely to buy a particular DSLR camera and give the marks of the Evaluation of those
salient beliefs. By using the attitude model formula we will calculate the attribute of the each
DSLR camera brand.
𝑛

𝐴0 = ∑ 𝑏𝑖 𝑒𝑖
𝑖=1

Attributes
PRICE IMAGE QUALITY BATTERY PIXEL SIZE FUNCTIONS
DSLR LIFE
Brands
Belief Belief Belief Belief Belief
Strength Strength Strength Strength Strength
CANON 3.7 3.4 4.4 3.8 4.3
NIKON 3.6 4.1 4 3.9 4
SONY 3.2 3 3.2 3.7 3.8
Evaluation Evaluation Evaluation Evaluation Evaluation
CANON 0.68 0.5 0.8 0.72 0.84
NIKON 0.66 0.7 0.64 0.68 0.62
SONY 0.58 0.52 0.62 0.64 0.58

CANON NIKON SONY

Attitude 14.084 12.938 9.972

After the research we got that Canon is the best choice based on its attributes. The attitude of
Canon is 14.084. Canon users believe that the Canon gives more colorful photo than other brands
& canon has more user friendly functions than Nikon and Sony. Consumers shared that Canon
has different strategy on producing the cameras like in America Canon’s DSLR cameras are
known as rebel, in japan those cameras knows as kiss, and in the rest of the world the cameras
known as their respective model. Canon also provide after sales service through authorized
dealer. Nikon is also a good competitor of Canon which got 12.938 in the Attribute model.
Nikon is very popular to the professional photographers of Bangladesh. Nikon has sharp image
quality with some unique features. Nikon also provides 24 months after sales warranty too. On
the other hand, Sony DSLR which has got 9.972 is rare in Bangladesh though it serves better
service. Respondents shared their experience of using Sony in a way that Sony is worth using but
lack of available additional equipment, higher price; lower pixel size and unavailability of
authorized showroom have made a big difference in choosing Sony. Meanwhile, digital
technology is allowing cameras to reach into all sorts of new niches. DSLR cameras can assume
a bewildering range of new shapes and sizes and do all kinds of new tricks.

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Part – 3
Findings,
Recommendation &
Conclusion

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Findings
After conducting the survey I have got some findings based on consumer buying behavior on
DSLR camera which will help to recognize the potentiality and threats of the DSLR camera
industry as well as can be strategic components for the new comer in this industry. The findings
are given below-

 It has been found that above 50% of respondents rated the price as satisfactory of three
DSLR camera brands.
 Nikon and Canon have large market share in the DSLR camera industry. Professionals go
for Nikon whereas Canon’s cameras are more users friendly.
 The potential new entrants in this industry have to come with better solution in the area of
hardware, function, price, pixel size and focus point.
 The averages of the battery life of the DSLR camera brands are not good enough.
 Respondents showed strong need of more available store of different camera brands as well
as nationwide service center.

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Recommendations
From the study of consumer behavior towards Digital SLR camera of consumer in Dhaka area,
the researcher has the recommendation as follow.

 Price factor of Digital SLR camera: the result of research showed that consumer of
Digital SLR camera concerns for the value that they buy for the product. This market has
high competition, the value for money for consumer choice is important. In addition, the
price of maintenance and repairing cost is the key concerns for customer from this
research for the price factor. Manufacturers should who that their product is easy to
maintenance with low price.
 Potential new entrants in this industry should come with the cost efficient camera with
better functions and image quality, focus point and battery life.
 Companies should look upon additional equipment and increase the showroom in the
Dhaka.
 Battery life of DSLR camera is on an average 5 hours which should be improved.

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Conclusion
Consumer decision making is influenced by social, psychological, and personal factors. Social
factors are forces exerted by other people that affect consumer behavior. A social class is a
relatively homogeneous and stable group of people with similar values, attitudes, and behaviors.
A role is a set of functions and activities that a person in a particular position is expected to
perform. Culture is learned values, behaviors, and meaningful symbols shared by members of a
society. A culture is further divided into several subcultures. Psychological factors are internal
forces within people that affect buying decisions. These factors are motives, perception, learning
and personality etc. Motivation research involves analyzing the major motives that influence
buying behavior. Perception is the process by which an individual selects, organizes and
interprets information inputs to create meaning. An attitude is a person’s overall feeling towards
some object.

Digital SLR camera is one of the high involve product with also have a high price. The different
of demographic of consumer also has the different consumer behavior of Digital SLR camera.
Manufacturer should aim to the distribution factor and product factor which have the concern
from consumer. In addition, from the research, researcher found that internet is play in very
important role of information source and media that have influence to customer. Manufacturer
should hire some professional photographer to test and write a recommendation on the internet
which is the source that has influence to customer. Digital SLR camera’s manufacturer also
should concern more on after sales service which also can build up the brand and make
recommendation for other user.

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References
1. Kotler, Keller, Koshy, Jha (2017-2018), Marketing Management, 14th edition.
2. Hair, Jr. Joseph F. & Bush, Robert P. & Ortinau, David J. (2006) Marketing Research
(3rd ed) Boston: McGrew-Hill.
3. Digital Photography Reviews and Articles (2008) Canon and Nikon 2008 Market Share.
4. C.S.R. Kothari, Research Methodology.
5. Philip Kotler, Principles of Marketing, Prentice Hall of India.
6. J. Stanton, Fundamentals of MarketingWilliam Mc Graw Hill, New Delhi .
7. Bernd Schmitt, Leonard Lee,The Psychology of the Asian Consumer.
8. http://www.nikon.com.bd/en_BD
9. https://www.usa.canon.com
10. http://www.sony-asia.com/electronics/interchangeable-lens-camera-
products/t/interchangeable-lens-cameras
11. https://pentax.com.au/categories/digital-slr
12. www.diyphotography.net/camera-sales-report-2016-lowest-sales-ever-dslrs-mirrorless/
13. http://www.techradar.com/news/photography-video-capture/cameras/best-dslr-top-
cameras-by-price-and-brand-944543
14. http://www.gadgetreview.com/best-dslr-camera
15. https://www.singaporebusiness.com/2015/growing-brands-in-asia-with-consumer-
insights.html
16. https://blog.oxfordcollegeofmarketing.com/2014/11/27/why-its-important-to-understand-
the-customers-buying-behaviour/

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Appendix

1. Questionnaires
Survey on

Consumer’s buying behavior regarding DSLR Camera

Course: Marketing Management

The most crucial issue for the marketers is to identify the needs of the consumers. Only the
identification of needs is of no value unless and until this is transformed in to a meaningful and
appropriate satisfiers. For this whole process of converting needs into actual satisfaction one
needs to understand the complete make up of consumer’s mind, and this process is known as
consumer behavior. Let’s also discuss some of the definitions of consumer behavior.

There are some of marketing factors that have effect the consumer behaviors. Marketing
orientation required more sophisticated tools to understand consumers and what products or
services will satisfy them. The Digital SLR cameras in the market have different in features of
the product. Not only about product’s features, the service and pricing are used as strategies for
manufacturers to compete in the market. The marketer of Digital SLR camera also needs to
achieve the goal of marketing which is to connect the organization to its customers. This research
examines the marketing factors that have impact on consumer decision making.

CANON

1. How likely price of the Canon DSLR camera is reasonable?

Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

2. Price of the Canon DSLR camera is reasonable.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

3. How likely brand image plays an important role while buying Canon DSLR camera?
Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

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4. Brand image plays an important role while buying Canon DSLR camera.
Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

5. How likely do you believe that image quality of the Canon DSLR camera is satisfactory?
Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

6. Image quality of the Canon DSLR camera is satisfactory.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

7. How likely battery life of the Canon DSLR is acceptable?

Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

8. Battery life of the Canon DSLR is acceptable.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

9. How likely do you believe that functions of the Canon DSLR camera are easy to understand?
Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

10. Functions of the Canon DSLR camera are easy to understand.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

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 0.2 0.4 0.6 0.8 1.00

NIKON

11. How likely price of the Nikon DSLR camera is reasonable?

Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

12. Price of the Nikon DSLR camera is reasonable.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

13. How likely brand image plays an important role while buying Nikon DSLR camera?
Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

14. Brand image plays an important role while buying Nikon DSLR camera.
Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

15. How likely do you believe that image quality of the Nikon DSLR camera is satisfactory?
Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

16. Image quality of the Nikon DSLR camera is satisfactory.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

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 0.2 0.4 0.6 0.8 1.00

17. How likely battery life of the Nikon DSLR is acceptable?

Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

18. Battery life of the Nikon DSLR is acceptable.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

19. How likely do you believe that functions of the Nikon DSLR camera are easy to understand?
Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

20. Functions of the Nikon DSLR camera are easy to understand.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

SONY

21. How likely price of the Sony DSLR camera is reasonable?

Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

22. Price of the Sony DSLR camera is reasonable.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

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23. How likely brand image plays an important role while buying Sony DSLR camera?
Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

24. Brand image plays an important role while buying Sony DSLR camera.
Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

25. How likely do you believe that image quality of the Sony DSLR camera is satisfactory?
Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

26. Image quality of the Sony DSLR camera is satisfactory.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

27. How likely battery life of the Sony DSLR is acceptable?

Put √ on your favorable option

Very Unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

28. Battery life of the Sony DSLR is acceptable.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

29. How likely do you believe that functions of the Sony DSLR camera are easy to understand?
Put √ on your favorable option

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 Very Unlikely Unlikely Neutral Likely Very likely
1 2 3 4 5

30. Functions of the Sony DSLR camera are easy to understand.

Put √ on your favorable option

Strongly Disagree Disagree Neutral Agree Strongly Agree

0.2 0.4 0.6 0.8 1.00

31. Which factors/ beliefs should be in the mind of the potential new comer DSLR camera Brand?

Answer:
…………………………………………………………………………………………………………
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