Factors affecting customer decision on purchasing a DSLR ( Digital single lens reflex) camera. The research of 22-40-year-old camera user in Ho Chi Minh city
Abstract
The more developed the society is, the higher level Maslow‟s hierarchy of needs is required. In this era of economics and technology, people not only want to spend for their physical needs about food, clothes, house, etc.… but also need to be mentally comfortable. Some people are even willing to spend for their hobby more than their accommodations if they have passion for it. Recently, photography has become a favorite hobby and trendy entertainment of many Vietnamese. They want to capture both beautiful, memorable moments of life, friends, family and their own images. Then it is the time for DSLR camera rules Vietnam‟s camera market.
Vietnam DSLR market is growing fast, but still there are many opportunities for manufacturers to acquire more market shares. However, the competition is getting tougher and tougher due to the development of technology, which leads to advanced features of product and the increasing number of manufacturers joining this market. To survive in the battle, each DSLR manufacturer creates their own strategies to approach the customers closer and more effective. Hence, the purpose of this research is to identify which factors affecting DSLR camera buying decision of customers from 22 to 40 years old in Ho Chi Minh City.
By applying the model “Influence on Consumer Purchasing” of KnowThis
– Marketing Basics together with data collected from 300 target audiences and two in- depth interview with two gurus in photography, the study found that Price and Brand
are two most affected factors to customer buying decision. Surprisingly, most of users choose a DSLR because they are recommended by many people, not because of their self-knowledge about the products.
In spite of some limitation, this research can bring to DSLR manufacturers the findings and scientific results about DSLR customer buying behavior. Then, they
can tailor their products and marketing approaches to better suit customers‟ need.