Market Research: Camera Industry
Consumer Behavior
[Western Washington University]
This project was completed in the Marketing - Consumer Behavior class at Western Washington University in Spring 2017.
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The project required my group to select an industry and examine how it attempts to appeal to various demographics and user segments through product design, advertising, and other methods.
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Due to a strong shared interest in photography, we selected the camera industry and largely examined how the industry has fared since the rise of smartphones and mobile photography.
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The project required extensive primary and secondary research, including a first-hand survey that was conducted through Qualtrics and a sample of the findings are featured below.
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The entire project can be found here.
Primary Research
To gather primary research of consumer behavior, I constructed a survey in Qualtrics and analyzed the findings in SPSS. Our group distributed the survey to friends, family, and camera hobbyist groups and the survey received a total of 52 respondents. The original data from the Qualtrics survey may be found here.
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A small sample of the most interesting findings will be shared below and a more detailed analysis of the findings can be viewed here.
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As expected, the usage frequency for smartphones was far greater than that of traditional cameras, with 36% of respondents saying that they use their traditional camera less than once a month, while 90% of respondents use their smartphone camera every day or every few days.
Another interesting finding was that an unexpectedly high number of respondents expressed interest in purchasing a film or instant film camera in the future, indicating that the retro trend spearheaded by companies such as Fujifilm is worth exploring and shows an area for potential market growth.
