Consumer behavior towards digital single-lens reflex (DSLR) cameras

Abstract

This independent study is study about Consumer Behavior towards Digital Single-Lens Reflex (SLR) Camera. This study is study about the different of demographic data have different of consumer behavior of Digital SLR camera. In addition to the study, this study also study about the marketing mix in marketing factors have the relationship with consumer behavior of Digital SLR camera. The research analyze with primary data from the 400 respondents who own Digital SLR camera in Bangkok area who responded to the structured questionnaire. From the findings of this study, researcher found that there is 2 Digital SLR camera’s brand which have significant different market share with other brand which are Canon and Nikon. Regarding to the demographic data in dimension of gender, age, education, occupation and monthly income of the respondent have the different consumer behavior of Digital SLR camera. In addition, distribution factor is only one factor that has relationship with consumer behavior of Digital SLR camera in the way that consumer choose the brand of camera. For other factors; product factor, price factor, and promotion factor have no relationship with the consumer behavior of Digital SLR camera. Additionally, internet become an important key to deliver the message to consumer because from the findings researcher found that internet is the source of information that people find information the most, and also become the media that can influence consumer of Digital SLR camera the most.