INTRODUCTION

Marketing is the process of communicating the value of a product or

service to customers, for the purpose of selling the product or service. It is a
critical business function for attracting customers. From a societal point of
view, marketing is the link between a society's material requirements and its
Economic patterns of response. Marketing satisfies these needs and wants
through exchange processes and building long term relationships. It is the
process of communicating the value of a product or service through positioning
to customers. Marketing can be looked at as an organizational function and a set
of processes for creating, delivering and communicating value to customers, and
managing customer relationships in ways that also benefit the organization and
its shareholders.

Marketing is the science of Choosing target markets through market

analysis and market segmentation, as well as understanding consumer buying
behavior and providing superior customer value. There are five competing
concepts under which organizations can choose to operate their business; the
production concept, the product concept, the selling concept, the marketing
concept, and the holistic marketing concept. The four components of holistic
marketing are relationship marketing, internal marketing, integrated marketing,
and socially responsive marketing. The set of engagements necessary for
successful marketing management includes, capturing marketing insights,
connecting with customers, building strong brands, shaping me market
offerings, delivering and communicating value, creating long-term growth, and
developing marketing strategies and plans.

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According to Philip Kotler,
"Marketing Research is systematic problem analysis, model building and
fact finding for the purpose of important decision-making and control in the
marketing of goods and services".

INTRODUCTION ABOUT THE CAMERA

A digital camera or digicam is a camera that captures photographs

in digital memory. Most cameras produced today are digital, and while there are
still dedicated digital cameras, many more cameras are now being incorporated
into mobile devices, portable touchscreen computers, which can, among many
other purposes, use their cameras to initiate live video-telephony and directly
edit and upload imagery to others. However, high-end, high-definition dedicated
cameras are still commonly used by professionals.

Digital and movie cameras share an optical system, typically using

a lens with a variable diaphragm to focus light onto an image pickup
device. The diaphragm and shutter admit the correct amount of light to the
image, just as with film but the image pickup device is electronic rather than
chemical. However, unlike film cameras, digital cameras can display images on
a screen immediately after being recorded, and store and delete images
from memory. Many digital cameras can also record moving videos with sound.
Some digital cameras can crop and stitch pictures and perform other
elementary image editing.

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 COMPANY PROFILE

Canon, originally founded in Tokyo, Japan in 1937, is now a world leader

in imaging technologies. Canon India Pvt. Ltd. incorporated in 1997, is a 100%
subsidiary of Canon Singapore Pte. Ltd. Today, Canon has offices spread across
7 cities in India with an employee strength of over 700 people, 140
comprehensive ranges of sophisticated and contemporary digital imaging
products in the country. These include photocopiers, fax-machines, inkjet and
laser printers, scanners, digital cameras, digital camcorders and multi media
projectors etc. With over 1100 registered patented technologies in Digital
Cameras, Canon has emerged as one of the leading technology innovators in the
digital imaging space worldwide.

According to Business Today 'Best Companies To Work For In India'

survey conducted in 2008, Canon has been ranked amongst top 10 employers in
India. This ranking was given on the basis of a process that involved an
understanding of the HR systems of companies, a survey of their employees,
and a survey of their external stakeholders such as B-schools, placement firms,
and alumni.

Canon India is certified for ISO 9001, ISO 14001 and OHSAS 18001. In
2006, the company was certified for its "Strong commitment to excel" at the
CII-EXIM Business Excellence Award. Over the last 12 years of its India
growth story, Canon’s comprehensive range of the latest digital imaging
products supported by a trained sales force across the country has emerged as its
key differentiator.

Canon has a strong distribution network. It has around 300 primary level
channel partners, 13 National Retail chain partners, 4 Level IV Master Service

3
Centres, over 100 authorized service centers, 3000 secondary retail points, 270
National retail chain stores and 33 Canon Care Centres. Canon products are
available in over 300 towns in India. Overall, Canon's presence increased to
4000 outlets in December 2008.

Awards and Recognitions

Canon has received several prestigious awards in 2008 in recognition of
the superior technology and quality of its products across different segments.
Canon was named as the Best Service Backup Company of the Year by Better
Photography magazine and Canon India's Senior Vice-President, Mr. Alok
Bharadwaj was felicitated as the Second Most Influential Person in Photography
by the prestigious Asian Photography magazine.

Global Presence
Canon has global presence through various activities. These help in brand
building. A few of these activities are mentioned below.

Football: Canon in the UK was the first sponsor of the English Football League,
with a deal from 1983 until 1986. The company also sponsors the UEFA Cup
Final matches (from 2006/07 final up to the 2008/09 final) and most recently
the UEFA EURO 2008 football tournament. Canon Europe was also Official
Sponsor of the MTN Africa Cup of Nations 2008 in Ghana and the Russian
Premier Football League.

Formula One: Canon Europe was involved in sponsorship of Formula One from
1985-1993, (primarily as title sponsor of Williams F1), and again from 2001–
2004. They have also sponsored the Canadian Grand Prix in Montreal, Quebec.

Golf and Tennis: Canon USA has a number of sponsorships, including: PGA
TOUR, LPGA TOUR, New York Yankees, United States Open Tennis

4
Tournament, The American Junior Golf Association's Canon Cup, Outback
Steakhouse Empire Challenge Eisenhower Park Lakeside Theatre Summer
Concert Series.

Cricket: Canon India took up sponsorship of the Indian Premier League (IPL)
in 2008, a very successful cricket tournament incorporating renowned players
from all cricket playing countries.

Olympics Games: Canon was the official camera sponsor & provider of
Montreal's Olympics Games in 1976

Fashion: Canon Europe is sponsor of Paris Fashion Week and principle

sponsor of London and Milan Fashion Weeks.

The Red Cross: Since 2006 Canon has been helping the Red Cross in providing
support to thirteen Red Cross National Societies across Europe, with focus on
youth projects. Support from Canon includes financial contributions and
donations of imaging equipment; including cameras, copying machines and
digital radiography devices, as well as volunteer activities.

WWF: Canon Europe has been a WWF Conservation Partner since 1998. The
company provides funding to WWF's global conservation work to aid its
environmental practices. Since 2007, WWF and Canon have been working on
a Polar Bear Tracking Program and 'Canon Kids' Zone' children’s microsite.
The WWF-Canon Polar Bear Tracking Program tracks the movements of
polar bears in the Arctic through radio collars placed around the bears’ necks.
Their positions are transmitted to scientists for investigation on how climate
change is affecting them.

World Press Photo: Canon Europe has been a partner of World Press Photo for
sixteen years. World Press Photo promotes the professional standards in
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photography; organizes the largest international contest for professional
photojournalists and acts as a worldwide platform for press photography.

Photography Award: Canon Australia sponsors the Canon Australian

Professional Photography Awards (Canon APPA).

6
 PRODUCT PROFILE

One of the most popular and potentially important marketing concepts to

arise in the 1980’s was brand equity. Its emergence has elevated the importance
of the brand in marketing strategy and provided focus for managerial interest
and research activity. Canon global group invests 7.5% of consolidated revenue
in research and development, significantly more than other companies. Canon
Europe’s research and development engineers alone have filed more than 600
patents. This provides Canon with a strategic lead on its competitors. Branding
is all about creating differences. According to David Aaker (1996) brand equity
has five components, i) Loyalty ii) Perceived quality iii) Associations iv)
Awareness and v) Market behavior.

An important aspect in the branding environment is the proliferation of

new brands and products or brand extensions. A brand name may now be
identified with a number of different products with varying degrees of
similarity. Canon has added a host of new products (copier, printer, projectors,
scanners, camcorders, facsimiles etc) apart from digital cameras under their
brand umbrellas in recent years.

Brand awareness is the linkage between product category and brand.

Tools used to measure brand awareness are ‘Brand recognition’ and ‘Brand
recall’. Between these two, brand recall is more demanding. Brand awareness
pyramid is shown. Canon is trying to reach on the top of the pyramid, which is
brand dominance. However, presently it might be in the ‘Top of Mind
Awareness’(TOMA) position, and ‘Canon’ brand comes to the mind of
consumers when they think of buying any digital camera. Brand awareness has
two components, ‘Breadth’ and ‘Depth’. ‘Breadth’ represents the presence of
brand in different categories and application of products, which Canon has
(digital camera, copier, printer, projectors, scanners, camcorders, facsimiles

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etc). ‘Depth’ represents how quickly the brand can be recalled. Canon has
achieved the ‘Depth’ by producing quality products, quality after sales service,
prominent logo for more than seventy years and using appropriate above the
line (ATL) advertisements through print media, television and internet.

Branding Strategy of ‘Canon’

Three branding strategies exist in the market for branding a new product.
These are
1) Monolithic approach
2) Endorsement approach
3) Simple / Individual approach

Monolithic approach is to use a single brand for all the products. Canon
follows Monolithic approach as all its products (digital camera, copier, printer,
projectors, scanners, camcorders, facsimiles etc.) are launched in the brand
name of ‘Canon’. The advantage of this approach is low cost in launching a new
product. However there are some disadvantages too. Poor performance of one
sector may influence the growth of other sector.

Brands of Canon and its Variants

Canon has divided its digital camera mainly into three sub brands. These
are IXUS (Fig. 2.3), Power Shot (Fig. 2.4) and EOS (Fig. 2.5). These are done
to capture various segments of the markets. Each sub brand has many variants.

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IXUS: Designed for the fashion-forward, the IXUS (Fig. 2.3) is for those who
appreciate beautiful form and high functionality in a fashionably sleek compact
camera. One can choose the IXUS that best suits one’s discerning needs.

Power Shot: The ultimate feature-packed compact digital cameras, Canon’s

PowerShot (Fig. 2.4) series is specially designed to be an affordable yet
powerful compact camera.

EOS: Canon’s EOS system (Fig. 2.5), backed by over 70 years of lens
innovation, allows one to upgrade one’s equipment to match one’s photographic
progress. There is a suitable (Digital Single Lens Reflex) DSLR body for any
user, over 60 lenses and a wide selection of accessories for every conceivable
photographic situation.

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 OBJECTIVES OF THE STUDY

Primary objectives

To find the customer satisfaction level of the Canon Camera in Cumbum

town.

Secondary Objectives

 To know customer preference about the Canon Camera.

 To Study about people’s expectations, pricing factors, price variation of
Canon Camera.
 To Find the customer satisfaction level of Canon Camera.
 To know the product usage and availability in the Market.
 To find out the demand of Canon Camera.
 To know the opinion of prospective related to Canon Camera.
 To make suitable suggestions for the improvement of production and
Marketing of a Canon Camera.

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 RESEARCH METHODOLOGY

In this survey, convenient sampling method is used. 100 Persons are

chosen for the study in Cumbum Town, Theni District to constitute the
sample of consumers for the survey. Under convenient sampling whoever
is available, willing and whose co-operation is fully available were taken
as respondents for the study. Since the respondents are not 'highly literate'
necessary data is collected by interviewing each of the household head that
constituted the sample of respondents for the study.

Research Design
It gives details about, the exploratory, explanatory or descriptive or
experimental nature of the research work. Why particular design is used
and hat is its importance is also put in this section. According to David
Luck a research design is defined as,
"A series of advanced decisions that taken together, comprise a
master plan or model for the conduct of an investigation".

Data Collection Method

Whether primary or secondary data is to be collected is explained. A
copy of the questionnaire (or) schedule used is to be attached in appendix
and its importance is highlighted in this getting.

Primary Data
Primary data are obtained by a study specifically designed to fulfill
the data needs of the problem at first hand, such data are original in
character and are generated in large number of surveys conducted mostly
by the government, and also by some individual, institutions and research
bodies.
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Secondary Data
Data that are not originally collected but rather obtained from
published or unpublished sources are known as secondary data. The
secondary data constitute the chief materials on the basis of which
statistical work is carry out in many investigations. Secondary data are
collected from magazine.

Sampling Plan
Who is to be surveyed, how many are to be surveyed, how are they
selected and how are they reached. All these details are to be given in this
section. According to Blalock and Blalock define a sample thus. "It is a
small piece of the population obtained by a probability process that
mirrors, with known precision, the various patterns and bob-classes of the
population".

Sample Unit: I chose my sampling area at Cumbum Town for market

survey of the Canon Camera.

Sample Size: The sample size taken for the survey is 100 respondents,

Tools Used for Analysis : The collected data were interpreted using
percentage analysis method.

Field Work
This section deals with the details of the fieldwork to be carried out,
and methodology for administering the questionnaire or collection of
secondary data. Not-al-horns refusal to co-operate respondents bias, and
interviewer's bias are also highlighted.

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Limitations
Various constraints facing the researcher which defer his/her in
detailed analysis of the problem may be pinpointed. Also various
limitations or demerits associated with the research problem must be
pointed out in their section.

13
 DATA ANALYSIS AND INTERPRETATION

Data Analysis

This is an attempt to organize and summaries data in order to increase

results. Usefulness in such a manner that enables the researcher to relate critical
points which the study objectives. Sometimes these organizing and
summarizing of data requires the use of summary statically measures.

Such as percentage averages and dispersions since most marketing data

are collected through the use of samples, the reliability of the summary
estimates is required to be determined. In this survey the collected data are
analyzed and interpreted by the percentage analysis method.

Percentage analysis method

Percentage method to a special kind of Ratio percentage is used in

making comparison between two or more series of data percentage to describe
relationship.

No. Of Respondents
Percentage = ———————————— x 100
Total respondents

Research design

A Marketing research design specifies the procedure for encoding and

controlling the research project. The choice of particular research design would
follow from the problem. As such there is no single best design. However, any
marketing research study must explicitly sate its plan about collection and
analysis of data.

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 TABLE-1

RESPONDENTS USAGE OF CAMERA

No. of
S.No. Particulars Percentage
Respondents

1. Yes 80 80

2. No 20 20

Total 100 100

Source: Primary Data

Among the 100 Respondents

 80% of the respondents are using camera.
 20% of the respondents are not using camera.

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 CHART-1

90
80
80

70

60

50

40
Percentage

30
20
20

10

0
Yes No

RESPONDENTS USAGE OF CAMERA

Particulars

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 TABLE-2

RESPONDENTS PREFERENCE BRAND IN CAMERA

No. of
S.No. Particulars Percentage
Respondents
1 Sony 30 37

2 Canon 40 50

3 Nikon 10 13

Total 80 100

Source: Primary Data

Among 80 Respondents
 37% of respondents prefer in Sony camera.
 50% of respondents prefer Canon camera.
 13% of respondents prefer in Nikon camera.

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 CHART-2

RESPONDENTS PREFERENCE BRAND IN CAMERA

100

90

80

70

60

Percentage
50
50

40 37

30

20
13
10

0
Sony Canon Nikon

Particulars

18
 TABLE-3

RESPONDENTS PREFERENCE TYPE OF CAMERA

No. of
S.No. Particulars Percentage
Respondents
1 Digital SLR Camera 45 56

2 Digital Compact Camera 25 44

Total 80 100

Source: Primary Data

Among 80 Respondents
 56% of respondents prefer of Digital SLR Camera.
 44% of respondents prefer of Digital Compact Camera.

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 CHART-3

RESPONDENTS PREFERENCE TYPE OF CAMERA

100

90

80

70

60

Percentage
56

50
44
40

30

20

10

0
Digital SLR Camera Digital Compact Camera

Particulars

20
 TABLE-4

RESPONDENTS REASON FOR PREFERRING CANON CAMERA

No. of
S.No. Particulars Percentage
Respondents
1 Price 15 19

2 Megapixel 30 37

3 Size of LCD 20 25

4 Zoom optical 15 19

Total 80 100

Source: Primary Data

Among 80 Respondents
 19% of respondents prefer Canon Camera for its price.
 37% of respondents prefer Canon Camera for its megapixel.
 25% of respondents prefer Canon Camera for its size of LCD.
 19% of respondents prefer Canon Camera for its zoom optical.

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 CHART-4

RESPONDENTS REASON FOR PREFERRING CANON CAMERA

100

90

80

70

Percentage
60

50

40 37

30 25
19 19
20

10

0
Price Megapixel Size of LCD Zoom optical

Particulars

22
 TABLE-5

RESPONDENTS OPINION ABOUT EASY TO USE OF

CANON CAMERA
No. of
S. No. Particulars Percentage
Respondents
1 Agree 50 62

2 Strongly Agree 20 26

3 Disagree 5 6

4 Strongly Disagree 5 6

Total 80 100

Source: Primary Data

Among 80 Respondents
 62% of respondents agree easy to use of Canon Camera.
 26% of respondents strongly agree easy to use of Canon Camera.
 6% of respondents disagree easy to use of Canon Camera.
 6% of respondents strongly disagree easy to use of Canon Camera.

23
 CHART-5

RESPONDENTS OPINION ABOUT EASY TO USE OF

CANON CAMERA

100

90

80

70
62
60
Percentage

50

40

30 26

20

10 6 6

0
Agree Strongly Agree Disagree Strongly Disagree

Particulars

24
 TABLE-6

RESPONDENTS OPINION ABOUT THE QUALITY OF

CANON CAMERA

No. of
S.No. Particulars Percentage
Respondents
1 Excellent 50 62

2 Good 20 25

3 Better 10 13

Total 80 100

Source: Primary Data

Among 80 Respondents
 62% of respondents say that the Canon Camera Ghee quality is excellent.
 25% of respondents say that the Canon Camera quality is good.
 13% of respondents say that the Canon Camera quality is better.

25
 CHART-6

RESPONDENTS OPINION ABOUT THE QUALITY LEVEL OF

CANON CAMERA

100

90

80

70

Percentage
62
60

50

40

30 25
20
13
10

0
Excellent Good Better

Particulars

26
 TABLE-7

RESPONDENTS OPINION ABOUT UNDERSTAND OF

CANON CAMERA FUNCTION
No. of
S. No. Particulars Percentage
Respondents
1 Agree 50 63

2 Strongly Agree 20 25

3 Disagree 5 6

4 Strongly Disagree 5 6

Total 80 100

Source: Primary Data

Among 80 Respondents
 63% of respondents agree to understand of Canon Camera function.
 25% of respondents strongly agree to understand of Canon Camera
function.
 6% of respondents disagree to understand of Canon Camera function.
 6% of respondents strongly disagree to understand of Canon Camera
function.

27
 CHART-7

RESPONDENTS OPINION ABOUT UNDERSTAND OF

CANON CAMERA FUNCTION

100

90

80

70
63
60

50

40

30 25
20

10 6 6

0
Agree Strongly Agree Disagree Strongly Disagree

Particulars

28
 TABLE-8

RESPONDENTS OPINION ABOUT THE USING SIZE OF MEMORY IN

CANON CAMERA

No. of
S.No. Particulars Percentage
Respondents
2 1 GB 10 12

3 2 GB 20 25

4 Above 2GB 50 63

Total 80 100

Source: Primary Data

Among 80 Respondents
 12% of respondents are using 1 GB memory card in Canon Camera.
 25% of respondents are using 2 GB memory card in Canon Camera.
 63% of respondents are using above 2 GB memory card in Canon
Camera.

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 CHART-8

100

90

80

70
63
60

50

40

30 25
20
12
10

0
1 GB 2 GB Above 2GB

RESPONDENTS OPINION ABOUT THE USING SIZE OF MEMORY IN

CANON CAMERA

Percentage

Particulars

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 TABLE – 9

RESPONDENTS GET THE KNOWLEDGE ABOUT

CANON CAMERA
No. of
S. No. Particulars Percentage
Respondents
1 Newspaper 30 37

2 Television 30 37

3 Friends 20 26

Total 80 100

Source: Primary Data

Among 80 Respondents
 37% of respondents are getting knowledge from newspaper.
 37% of respondents are getting knowledge from television.
 26% of respondents are getting knowledge from friends.


31
 CHART – 9

100

90

80

70

60

50

40 37 37

30 26

20

10

0
Newspaper Television Friends

RESPONDENTS GET THE KNOWLEDGE ABOUT

CANON CAMERA

Percentage

Particulars

32
 TABLE-10

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

CANON CAMERA

No. of
S.No. Particulars Percentage
Respondents
1 Moderate 70 87

2 Costly 8 10

3 Low 2 3

Total 80 100

Source: Primary Data

Among 80 Respondents
 87% of respondents say that the Canon Camera price is reasonable
 10% of respondents say that the Canon Camera price is high.
 3% of respondents say that the Canon Camera price is low.


33
 CHART-10

100

90 87

80

70

60

50

40

30

20
10
10
3
0
Reasonable High Low

RESPONDENTS OPINION ABOUT THE PRICE LEVEL OF

CANON CAMERA

Percentage

Particulars

34
 TABLE-11

RESPONDENTS OPINION ABOUT THE CANON CAMERA EASILY

AVAILABILITY IN YOUR AREA
No. of
S.No. Particulars Percentage
Respondents
1 Yes 76 95

2 No 4 5

Total 80 100

Source: Primary Data

Among the 80 Respondents

 95% of the respondents say that Canon Camera easily available in our
area.
 5% of the respondents say that Canon Camera not available in our area.

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 CHART-11

100 95
90

80

70

60

50
Percentage

40

30

20

10 5
0
Yes No

RESPONDENTS OPINION ABOUT THE CANON CAMERA EASILY

AVAILABILITY IN YOUR AREA

Particulars

36
 TABLE-12

RESPONDENTS OPINION ABOUT PURCHASING PLACE OF

CANON CAMERA
No. of
S. No. Particulars Percentage
Respondents
1 Retail shop 20 25

2 Wholesale 40 50

3 Online 20 25

Total 80 100

Source: Primary Data

Among 80 Respondents
 25% of respondents purchase from retail shop.
 50% of respondents purchase from wholesale.
 25% of respondents purchase from online.

37
 CHART-12

100

90

80

70

60
50
50

40

30 25 25
20

10

0
Retail shop Wholesale Online

RESPONDENTS OPINION ABOUT PURCHASING PLACE IN

CANON CAMERA

Percentage

Particulars

38
 TABLE-13

RESPONDENTS OPINION ABOUT EXPECTING THE CHANGES IN

CANON CAMERA
No. of
S.No. Particulars Percentage
Respondents

1. Yes 10 13

2. No 70 87

Total 80 100

Source: Primary Data

Among the 80 Respondents

 13% of the respondents expect the changes in Canon Camera.
 87% of the respondents not expect the changes in Canon Camera.

39
 CHART-13

RESPONDENTS OPINION ABOUT EXPECTING THE CHANGES IN

CANON CAMERA

100

90 87

80

70

60
Percentage

50

40

30

20
13
10

0
Yes No

Particulars

40
 TABLE-14

RESPONDENT OPINION ABOUT THE KIND OF CHANGES IN

CANON CAMERA
No. of
S.No. Particulars Percentage
Respondents
1 Price 50 62

2 Image Quality 5 6

3 Improve the design 25 32

Total 80 100

Source: Primary Data

Among 80 Respondents
 62% of the respondents expect the changes of price.
 6% of the respondents expect the changes of image quality.
 32% of the respondents expect the improve the design.

41
 CHART - 14

100

90

80

70
62
60

50

40
32
30
Percentage

20

10 6

0
Price Image Quality Improve the design

RESPONDENT OPINION ABOUT THE KIND OF CHANGES IN

CANON CAMERA

Particulars

42
 TABLE – 15

RESPONDENTS GET THE ATTRACT ABOUT

CANON CAMERA
No. of
S. No. Particulars Percentage
Respondents
1 Television 30 37

2 Neighbour 30 37

3 Newspaper 10 13

4 Online 10 13

Total 80 100

Source: Primary Data

Among 80 Respondents
 37% of respondents are getting attract from television.
 37% of respondents are getting attract from neighbour.
 13% of respondents are getting attract from newspaper.
 13% of respondents are getting attract from online.


43
 CHART – 15

100

90

80

70

60

50

40 37 37

30

20
13 13
10

0
Television Neighbour Newspaper Online

RESPONDENTS GET THE ATTRACT ABOUT

CANON CAMERA

Percentage

Particulars

44
 TABLE - 16

RESPONDENTS OPINION ABOUT RECOMMENDING THE

CANON CAMERA

No. of
S. No Particulars Percentage
Respondents

1 Yes 70 87

2 No 10 13

Total 80 100

Source: Primary Data

Among the 80 Respondents

 87% of respondents are recommended in this product.
 13% of respondents are not recommended in this product.

45
 CHART - 16

RESPONDENTS OPINION ABOUT RECOMMENDING THE

CANON CAMERA

100

90 87

80
Percentage

70

60

50

40

30

20
13
10

0
Yes No

Particulars

46
 TABLE-17

RESPONDENT SATISFACTION LEVEL OF THE

CANON CAMERA

S.No. Particulars No. of Respondents Percentage

1. Yes 78 97

2. No 2 3

Total 80 100

Source: Primary Data

Among 80 Respondents
 97% of the respondents are fully satisfaction in this Canon Camera.
 3% of the respondents are not satisfaction in this Canon Camera.

47
 CHART – 17

RESPONDENT SATISFACTION LEVEL OF THE

CANON CAMERA

100 97

90

80

70

60

Percentage
50

40

30

20

10
3
0
Satisfied Not Satisfied

Particulars

48
 FINDINGS

 80% of the respondents are using camera.

 50% of respondents prefer Canon camera.
 56% of respondents prefer of Digital SLR Camera.
 37% of respondents prefer Canon Camera for its megapixel.
 62% of respondents agree easy to use of Canon Camera.
 62% of respondents say that the Canon Camera Ghee quality is excellent.
 63% of respondents agree to understand of Canon Camera function.
 63% of respondents are using above 2 GB memory card in Canon
Camera.
 37% of respondents are getting knowledge from newspaper.
 37% of respondents are getting knowledge from television.
 87% of respondents say that the Canon Camera price is reasonable
 95% of the respondents say that Canon Camera easily available in our
area.
 50% of respondents purchase from wholesale.
 87% of the respondents not expect the changes in Canon Camera.
 62% of the respondents expect the changes of price.
 37% of respondents are getting attract from television.
 37% of respondents are getting attract from neighbour.
 87% of respondents are recommended in this product.
 97% of the respondents are fully satisfaction in this Canon Camera.

49
 SUGGESTIONS

 Improving the quality and also giving more brands can attract more
customers.
 The company can improve their brand image.
 The companies any give more offer and discount to increase sales.
 If the company gives more advertisements, it may increase the sales
volume.
 It is necessary to assess the merger and acquisition decision as a unique
decision always as far as its immediate and long run impacts are concern.
 It is observed that the synergies can be achieved in the long run period of
time. So short-term impacts should be tackled strategically.
 It is advisable for the group to control on the operating cost of the
company so that the profit margin can be improved.
 It is suggested that cost benefit initiatives, well-specified market
segmentation, and value additions to the product should also be focused
in conjunction with the restructuring decisions.
 Divestment of certain units those which are not forming the core part of
business is again a solution to improve the revenue of the business and
resulting into increased group revenue.
 Strategic planning - pre acquisition, and post acquisition implementation
or executions of the strategies is equally vital for the success of any
merger and acquisition decision.

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 LIMITATION

 The study was restricted in Cumbum town only.

 The Project was conducted among the limited size samples.

 Some respondents feel irritated to answer the some questions.

 Some respondent gave wrong information.

 The opinions are changes in one respondent to other respondents.

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 CONCLUSION

Canon is one of the strongest brands in India, particularly in digital

camera segment. Its global presence helps in building the brand image in India.
Canon global group invests 7.5% of consolidated revenue in research and
development, significantly more than many other companies. This is important
to make continuous innovation in order to stay in the competitive market. A few
important aspects which are observed during the analysis are given below.

Canon follows monolithic approach branding strategy as all its products

(digital camera, copier, printer, projectors, scanners, camcorders, facsimiles
etc.) are launched in the brand name of ‘Canon’. The advantage of this
approach is low cost in launching a new product.

The company has three sub brands in digital camera category. These are
IXUS, PowerShot and EOS. Each sub brand is targeted to the potential
customers to capture the various segment of the market using different slogans.

Canon has taken many steps recently for brand building. Out of them,
Image Lounge, Brand Ambassador, Regional Outreach Program have a
significant prospect.

Successful introduction of entry level DSLR camera (EOS 1000D) with a

competitive price, reflects one of the pricing strategies of Canon.

Regular introduction of new variants, replaces its old products, which is

observed through cannibalization effect in PowerShot category.

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 BIBLIOGRAPHY

 David A. Aaker, Building Strong Brands, New York: Free Press, 1996.
 Kevin Lane Keller, Strategic Brand Management, 3rd Edition, Pearson
Prentice Hall Publication, New Delhi. 2009.
 Jacob Jacoby, Jerry C Olson and Rafael Haddock, ‘Price, Brand Name
and Product Composition Characteristics as Determinants of Perceived
Quality’. Journal of Consumer Research, vo. 3, no. 4, pp. 209-216, 1971.

Websites:
 http://canon.co.in
 http://www.dcresource.com
 http://www.cameras.co.uk
 http://www.steves-digicams.com
 http://reviews.cnet.com
 http://www.dcviews.com
 http://www.photoreview.org
 http://www.infosyncworld.com
 http://www.ephotozine.com

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A MARKET SURVEY ON CONSUMER USAGE AND SATISFACTION
REGARDING CANON CAMERA IN CUMBUM TOWN

QUESTIONNAIRE
1. Do you have a digital camera?
 Male  Female
2. Which brand digital camera is you current owned?
 Sony  Canon  Nikon  Fujifilm
3. What kind of digital camera are you use now?
 Digital-SLR Camera  Digital Compact Camera
4. Why you choose this brand as owned?
 Price  Megapixel
 Size of LCD  Zoom optical
5. Do you think is it easy to use?
 Agree  Strongly Agree  Disagree
 Strongly Disagree
6. What’s your opinion about the quality of camera?
 Excellent  Good  Better
7. Are you fully understand you digital camera function?
 Agree  Strongly Agree  Disagree
 Strongly Disagree
8. Which size of memory card do you use now for digital camera?
 256 MB  1 GB  2 GB  Above 2 GB
9. How do you know about this product?
 Advertisement  Relatives  Friends
10. What is your opinion about the price of camera?
 Moderate  Costly  Low
11. If Canon Camera easily available in your area?
 Yes  No
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12. Where do you purchase of the camera?
 Retail shop  Wholesale  Online

13. Do you want any changes in this camera?

 Yes  No
14. If yes, what kind of changes do you expect?
 Reduce the price  Image Quality  Improve the design
15. Which media attract you to know about the Canon Camera?
 Television  Neighbour  Newspaper  Online
16. Will you recommend this camera to others?
 Yes   No
17. Are you satisfied by this Canon camera?
 Yes  No
18. Give your suggestion to promote this product?

55