Consumer Buying and Decision Making Behaviour of

a Digital
Camera
Consumer Buying and Decision Making Behaviour of
a Digital
Camera

Presented By :
Siddharth Jawale
Sushmita Bhattacharya
Ashwin Chati
Sharmin Alam
Suhas Pande
Aditi Sethi
 Introduction
• Consumer buying behavior is an important
research area with direct impact on the
marketing process of a firm.
• Factors influencing buying decision :
 Speed
 Technology
 Purpose
o To study the behaviour of consumers who
purchase digital still cameras in Mumbai.
o The foundation of this study was the consumer
style inventory ( Sproles and Kendall, 1986).
o This research applied adapted consumer style
inventory (CSI) by adding three more factors
including media influence, social influence and
lifestyle.
 Contd.
o Sample collected from 450 undergraduates
across Bombay.
o Only 400 were valid for this research .
 The appropriate factors
• Price consciousness • Lifestyle influence
• Impulse consciousness • Confusion
• Fashion consciousness consciousness
• Social influence • Recreation
• Habit/brand or store consciousness.
loyalty • Social influence
• Mass media influence
• Quality consciousness
 Methodology
• Population and Sample Size.
• A sample size of 400 was required within 95
percent confidence.
• Sampling Method and Procedures.
• CSI questionnaire was adapted and 51 items.
• The survey instrument divided consumers into
eight decision-making styles.
• Effectively measured their behavior in purchasing
digital camera.
 Data Collection Procedures

• The questionnaire contained :

 (a) Demographic questions and
 (b) The adapted CSI questionnaire regarding to
digital cameras.
 Reliability Test

• Factor analysis was analyzed by using the

Statistic Package for the Social Science .
• This research also used Kaiser-Meyer-Olkin
(KMO) test to examine whether the data was
fit to use factor analysis in analyzing data.
Reliability for Consumer Styles Inventory
(CSI) Questionnaire
KMO & Bartlett’s test
 Results of Factor Analysis

The survey identified a ten-factor model :

(1) Price consciousness.

(2) Impulse consciousness.
(3) Fashion consciousness.
(4) Social influence.
(5) Habit/brand or store loyalty.
(6) Mass media influence.
(7) Quality consciousness.
(8) Lifestyle influence.
(9) Confusion consciousness.
(10) Recreation consciousness.
Result of Factor Analysis for Shopping
Characteristics for Digital Camera
Result of Factor Analysis for Shopping
Characteristics for Digital Camera
Correlations between Decision-Making Styles
of Consumer
• Purchased digital cameras for personal use.
• Most popular brands were Sony followed by
Canon and Fuji.
• The prices future buyers intended to spend
were the same as the prices paid by the
participants who already owned digital
cameras.
 Difference by Gender
• The digital camera’s price of female owners
was higher than those of the male owners.
• The rates for those who intended to buy a
digital camera were almost the same.
• Female respondents were a large group of
digital camera buyers.
 Differences between Age Groups
• Persons in the 18-24 years age group could be
considered as key potential consumers in
digital camera market.
• Most respondents had no interest on future
purchase of digital cameras.
• Focus more on the price of digital camera.
 Differences between Incomes
• Consumers who were interested in purchasing a
digital camera were mostly in the under US
$263 and US $263 to $395 monthly income
groups.
• Tendency for respondents in the low income
groups to own digital cameras.
• Income level influence the amount spent, or
intended to spend on getting a digital camera in
the future.
THANK YOU