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8/2/2019 MR Report Group 4
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Consumer Buying and Decision Making Behaviour of a
Digital Camera in India
(A Report for Marketing Research)
Submitted to: Dr. P. K. Das
Submitted by Group 4 (EPGDIM 2011-13):
Kaushik Debnath (33)
Vivek Trehan (32)
Shubhradeep Baisya (27)
Indian Institute of Foreign Trade (IIFT)
B21, Qutab Institutional Area, New Delhi, India
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Table of Content:
1. Identification of Problem........3
2. Research Proposal...4
3. Data Collection (Sample Survey)......................6
4. Data Analysis.....8
5. Interpretation of Results...18
6. Conclusion...20
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1. Identification of Problem
Buying behaviour is the decision processes and acts of people involved in buying and using
product. As a result of these dynamic market conditions high tech companies frequently
depend on a product focus. In addition, a product focus is direct by the innovations in
technology rather than by the needs of the customer. This subject often leads to neglect of a
customer focus that is a key success on todays globally competitive markets. We want toanalyse the Consumer Buying and Decision Making Behaviour of a Digital Camera in India.
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2. Research Proposal
Title: Consumer Buying and Decision Making Behaviour of a Digital Camera in India
Background:
How do consumers decide which particular product, brand or service to purchase? This is an
eternal question that marketers continue to ponder over. The consumer buying behaviour is
an important research area with direct impact on the marketing process of a firm. A firms
ability to establish and maintain satisfying exchange relationships requires an understanding
of buying behaviour. Buying behaviour is the decision processes and acts of people involved
in buying and using product. As a result of these dynamic market conditions high tech
companies frequently depend on a product focus. In addition, a product focus is direct by the
innovations in technology rather than by the needs of the customer. This subject often leads
to neglect of a customer focus that is a key success on todays globally competitive markets.
The probable digital camera feature at which the consumer looks at are:
Resolution of camera (in MegaPixels)
Zoom Carl Zeiss lens Metal body Water resistant Built-in flash Extended warranty Camera design Brand loyalty Autofocus Image stabilization Brightness and colour adjustment
Video clip Shooting and scene modes ISO sensitivity Face Detection Smile recognition
Panoramic picture mode Servicing
In-built image modifier Free accessories (Pouch, tripod) Internal memory Expandable memory Slim camera Light weight LCD resolution and size Touch screen Shock resistant Battery life Li-ion battery
Recharging time Bluetooth USB Port Slide show feature Projector
Objective:
To study the current consumer behaviour who purchase digital still cameras in India
Research Design:
Data collection Method
For this research, the questionnaire contains 34 questions on Likert-scale. Items are on a
scale of one to six, with ratings of Not important and Very important as end points. The
questionnaire will be sent to around 150 people via e-mail. We want to make sure that we
have a sample size of 100. The population of the study will be my friends and colleagues of
my office.
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Analysis Technique
To test the reliability of the 34 items in the questionnaire, factor analysis will be used to
analyze the data by using the Statistic Package for the Social Science (SPSS).
Moreover, this research will use Kaiser-Meyer-Olkin (KMO) test to examine whether the data
will be fit to use factor analysis in analyzing data. Further, we will use Bartletts Test ofSphericity to test null hypothesis and to evaluate if the correlation matrix is an identity matrix.
Scree plot and cumulative % variance of Eigen value will be evaluated to select the
important factors. We want to choose enough factors to have a cumulative variance of at
least 75%.
Market Research Questionnaire Format
It contains all possible features of a still camera which a consumer may find it useful.
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Data Collection (Sample Survey)
For this research, the questionnaire contained 34 questions on Likert-scale. Items are on a
scale of one to six, with ratings of Not important and Very important as end points. The
questionnaire was sent (via e-mail) to 200 people and out of which 130 responded to the
survey. However, due to certain missing data in few of the survey, we have considered only
102 respondents. The population of the study was my friends and colleagues of my officeand few of my relatives.
Raw data from each respondent are collated into a single MS Excel document
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Analysis (Using IBM SPSS version 20.0)
Performing Factor Analysis
Factor analysis can be performed using Microsoft Excel by a process called correlation.
However, it is much easier to perform and understand a factor analysis by using SPSS. The
steps for performing factor analysis using SPSS are outlined below:
1. Enter your data into an SPSS data editor as described in the SPSS Tool Kit tutorial.2. Click on Analyze from the list at the top of the Data Editor.3. Select Data Reduction from the drop down menu.4. Click on Factor from the drop down menu (it is the only choice on this menu).5. In the window that pops up, highlight the variables from the list on the left that you
want to include in the analysis and click on the arrow button to move the variables tothe list on the right that is labeled Variables. Note that you can highlight and movemore than one variable at a time by holding down the Ctrl key on the keyboardwhile selecting.
6. Click on the box at the bottom of the window labeled Rotation.
7. In the window that pops up, select Varimax from the Method options and thenclick on Continue.8. Click on the box at the bottom of the Factor Analysis window that is labeled
Options.9. In the window that pops up, check Sorted by Size under the Coefficient Display
Format and then click on Continue.10. Click on the OK box of the Factor Analysis window.
Exporting of MS Excel data to SPSS
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Applying Factor analysis
Factor analysis: Descriptives
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Factor Analysis: Extraction
Factor Analysis: Rotations
Factor Analysis: Factor Scores
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Output of Analysis:
Analyzing the Results
After performing these steps, several new tables appear in the SPSS Viewer. There are
only two of these tables that you need to pay attention to, the one is labeled Total Variance
Explained and the other is labeled Rotated Component Matrix.
First look at the table Total Variance Explained. The first column of this table is labeled
Component. This column counts how many variables you entered into the analysis. This
is the maximum number of factors you can have. The next column is labeled Initial
Eigenvalues and is divided into three sub-columns. The first sub-column is labeled Total.
This lists the eigenvalue associated with each possible factor. The values in this column are
listed in descending order, starting with the biggest number at the top to the smallest number
at the bottom of the column. As a general rule, you want to choose as many factors as there
are components with eigenvalues greater than one. An eigenvalue is a term from linear
algebra.
The next sub-column under Initial Eigenvalues is labeled % of Variance. This column
tells you how much of the information from your original variables can be explained by each
factor, or component. The third sub-column under Initial Eigenvalues is labeled
Cumulative %. This column tells you how much of the information from your original
variables can be explained by all of the factors chosen. For example, if you chose to have
three factors, the % of Variance column would tell you how much of the information from
your original variables is explained by each factor, but the Cumulative % column would tell
you how much of the information from your original variables is explained by all three factors
combined. A general rule of thumb is that you want to choose enough factors to have a
cumulative variance of at least 75%.
Descriptive Statistics
Mean Std. Deviation Analysis N
Resolution of camera (in
Mega Pixels)5.52 .593 102
Zoom 5.36 .728 102
Carl Zeiss lens 2.97 1.181 102
Metal body 1.87 .919 102
Water resistant 2.45 .852 102
Built-in flash 2.59 .603 102
Extended warranty 2.41 .603 102
Camera design 2.49 .656 102
Brand loyalty 2.46 .655 102
Autofocus 2.28 .750 102
Image stabilization 2.26 .703 102
Brightness and colour
adjustment2.13 .685 102
Video clip 2.52 .625 102
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Shooting and scene modes 2.11 .743 102
ISO sensitivity 2.38 .676 102
Face Detection 1.61 .647 102
Smile recognition 1.72 .680 102
Panoramic picture mode 2.13 .840 102
Servicing 2.22 .654 102
In-built image modifier 1.62 .704 102
Free accessories (Pouch,
tripod)1.63 .596 102
Internal memory 2.18 .789 102
Expandable memory 1.92 .713 102
Slim camera 2.02 .771 102
Light weight 1.77 .795 102
LCD resolution and size 1.54 .713 102
Touch screen 2.18 .825 102
Shock resistant 1.80 .856 102Battery life 1.92 .754 102
Li-ion battery 1.42 .636 102
Recharging time 1.93 .812 102
Bluetooth 2.25 .727 102
USB Port 1.82 .750 102
Slide show feature 1.46 .699 102
Projector 1.42 .496 102
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .401
Bartlett's Test of Sphericity
Approx. Chi-Square 900.079
Df 595
Sig. .000
a. Kaiser-Meyer-Olkin Measure of Sampling Adequacy - This measure varies between 0
and 1, and values closer to 1 are better. A value of .6 is a suggested minimum.
b. Bartlett's Test of Sphericity - This tests the null hypothesis that the correlation matrix is an
identity matrix. An identity matrix is matrix in which all of the diagonal elements are 1 and all
off diagonal elements are 0. You want to reject this null hypothesis.
Taken together, these tests provide a minimum standard which should be passed before a
factor analysis (or a principal components analysis) should be conducted.
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Communalities
Initial Extraction
Resolution of camera (in
Mega Pixels)1.000 .296
Zoom 1.000 .439
Carl Zeiss lens 1.000 .491
Metal body 1.000 .388
Water resistant 1.000 .340
Built-in flash 1.000 .671
Extended warranty 1.000 .457
Camera design 1.000 .485
Brand loyalty 1.000 .557
Autofocus 1.000 .464
Image stabilization 1.000 .524
Brightness and colour
adjustment1.000 .698
Video clip 1.000 .368
Shooting and scene modes 1.000 .563
ISO sensitivity 1.000 .402
Face Detection 1.000 .467
Smile recognition 1.000 .683
Panoramic picture mode 1.000 .577
Servicing 1.000 .388
In-built image modifier 1.000 .512
Free accessories (Pouch,
tripod)
1.000 .543
Internal memory 1.000 .413
Expandable memory 1.000 .607
Slim camera 1.000 .500
Light weight 1.000 .537
LCD resolution and size 1.000 .472
Touch screen 1.000 .713
Shock resistant 1.000 .343
Battery life 1.000 .657
Li-ion battery 1.000 .193
Recharging time 1.000 .532Bluetooth 1.000 .463
USB Port 1.000 .288
Slide show feature 1.000 .482
Projector 1.000 .364
Extraction Method: Principal Component Analysis.
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Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared
Loadings
Rotation Sums of Squared Loadings
Total % of
Variance
Cumulativ
e %
Total % of
Variance
Cumulative
%
Total % of Variance Cumulative
%
1 2.715 7.757 7.757 2.715 7.757 7.757 2.400 6.858 6.858
2 2.579 7.370 15.127 2.579 7.370 15.127 2.343 6.694 13.552
3 2.411 6.889 22.015 2.411 6.889 22.015 2.216 6.332 19.883
4 2.210 6.315 28.330 2.210 6.315 28.330 2.152 6.149 26.033
5 1.965 5.614 33.944 1.965 5.614 33.944 2.047 5.848 31.880
6 1.738 4.966 38.910 1.738 4.966 38.910 2.007 5.735 37.616
7 1.670 4.771 43.681 1.670 4.771 43.681 1.915 5.470 43.086
8 1.590 4.542 48.223 1.590 4.542 48.223 1.798 5.137 48.223
9 1.491 4.260 52.483
10 1.348 3.852 56.335
11 1.270 3.628 59.963 12 1.145 3.272 63.235
13 1.086 3.103 66.338
14 1.052 3.005 69.343
15 .974 2.784 72.127
16 .940 2.686 74.813
17 .852 2.436 77.249
18 .786 2.246 79.495
19 .743 2.124 81.619
20 .723 2.067 83.685
21 .628 1.796 85.481 22 .597 1.705 87.186
23 .579 1.653 88.839
24 .522 1.490 90.329
25 .487 1.391 91.719
26 .480 1.371 93.090
27 .447 1.276 94.366
28 .402 1.150 95.516
29 .319 .911 96.427
30 .282 .806 97.233
31 .250 .714 97.946 32 .221 .630 98.576
33 .196 .559 99.136
34 .175 .500 99.636
35 .127 .364 100.000
Extraction Method: Principal Component Analysis.
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Component Matrixa
Component
1 2 3 4 5 6 7 8
Resolution of camera (in
Mega Pixels).344 .064 -.065 .067 -.087 .364 .155 -.029
Zoom -.291 .055 -.263 -.112 .110 -.329 .080 .379
Carl Zeiss lens -.039 .435 .122 .239 -.292 -.139 .042 -.349
Metal body -.138 .389 .275 -.206 -.308 .022 .067 -.008
Water resistant .190 .033 -.112 .041 -.411 .134 .298 .111
Built-in flash -.126 -.213 .534 .508 .224 -.060 .080 .080
Extended warranty -.444 .156 -.294 .236 -.247 .126 .045 .117
Camera design -.239 -.405 .048 .268 -.128 .070 .403 .076
Brand loyalty .194 -.095 -.033 .357 -.179 .457 -.320 .196
Autofocus -.284 .456 .190 .029 .067 .110 .240 .254
Image stabilization -.515 .012 .147 .101 -.404 .140 -.101 .185
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Brightness and colour
adjustment.137 .543 .405 .395 -.068 -.082 .198 -.116
Video clip .095 .385 -.409 .120 -.112 .026 .048 .116
Shooting and scene modes .312 .619 .006 .065 .022 .095 -.086 .250
ISO sensitivity .012 .031 -.249 .417 -.047 -.229 .176 .282
Face Detection .194 .450 .123 -.275 .180 -.257 -.104 .164
Smile recognition -.258 .151 .159 .492 .460 -.223 -.025 -.254
Panoramic picture mode -.433 -.143 .041 .380 .312 .231 -.256 .077
Servicing -.297 .065 .030 -.194 .115 .113 -.103 .470
In-built image modifier -.239 .203 .324 -.426 -.160 .254 .174 -.078
Free accessories (Pouch,
tripod).080 -.069 -.251 -.308 .505 -.056 .340 .015
Internal memory .233 .060 .332 -.047 .235 .048 -.186 .389
Expandable memory -.230 -.005 .422 -.158 .254 -.138 .398 .331
Slim camera .355 .270 -.029 .353 .302 .272 -.103 -.001
Light weight .474 .108 .160 -.097 .170 .209 .429 -.092LCD resolution and size .184 -.188 .027 .419 .030 -.034 .459 .116
Touch screen .669 -.292 -.073 .125 .033 -.038 -.118 .378
Shock resistant .115 .157 -.448 -.079 .142 .233 .152 .035
Battery life .273 -.441 .561 -.126 -.106 -.056 -.104 -.181
Li-ion battery -.150 -.061 .062 -.013 -.147 .262 .228 .145
Recharging time .173 -.080 -.023 -.003 -.273 -.628 .108 .121
Bluetooth .050 -.060 .527 -.209 .013 .240 -.147 .238
USB Port .140 .416 .188 .072 .022 -.148 -.153 -.092
Slide show feature -.360 .187 -.210 -.095 .451 .127 -.104 -.185
Projector -.034 -.083 -.016 -.103 .202 .346 .352 -.247Extraction Method: Principal Component Analysis.
a. 8 components extracted.
Rotated Component Matrixa
Component
1 2 3 4 5 6 7 8
Resolution of camera (in
Mega Pixels).038 .084 .031 -.229 .211 .065 .430 -.019
Zoom -.164 .364 -.045 .047 -.085 .035 -.483 .185Carl Zeiss lens .581 .042 .125 -.041 -.153 -.021 .005 -.332
Metal body .311 -.011 .457 -.185 -.138 -.139 -.087 .050
Water resistant .015 .166 .105 -.481 -.010 .194 .151 -.095
Built-in flash .197 -.374 -.078 .344 -.114 .564 .016 .191
Extended warranty -.051 .455 .192 .083 -.389 .158 .019 -.165
Camera design -.247 -.063 .110 -.022 -.088 .612 -.034 -.156
Brand loyalty -.072 .037 -.172 -.059 -.313 .075 .625 .152
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Autofocus .277 .275 .428 .120 -.016 .157 -.084 .284
Image stabilization -.057 .038 .372 .018 -.601 .137 -.011 .018
Brightness and colour
adjustment.790 -.007 .113 -.002 .029 .226 .089 .029
Video clip .164 .545 -.081 -.146 -.011 -.076 .090 -.047
Shooting and scene modes .465 .338 -.019 -.137 .069 -.188 .210 .359
ISO sensitivity .089 .357 -.301 -.075 -.120 .378 -.117 .017
Face Detection .339 .079 -.019 -.061 .182 -.349 -.237 .361
Smile recognition .377 -.028 -.163 .659 .021 .230 -.121 -.106
Panoramic picture mode -.153 .029 -.023 .623 -.288 .198 .177 .105
Servicing -.216 .178 .216 .117 -.168 -.050 -.118 .453
In-built image modifier .035 -.133 .679 -.080 .046 -.142 -.029 .052
Free accessories (Pouch,
tripod)-.260 .171 -.028 .118 .613 -.013 -.226 .064
Internal memory .091 -.160 -.095 .015 .051 -.041 .084 .599
Expandable memory .015 -.130 .326 .089 .186 .338 -.396 .412Slim camera .293 .162 -.240 .183 .209 .018 .475 .166
Light weight .172 -.084 .100 -.215 .609 .128 .224 .080
LCD resolution and size .060 .031 -.175 -.119 .179 .622 .059 -.029
Touch screen -.130 -.088 -.593 -.373 .126 .091 .229 .347
Shock resistant -.142 .448 -.005 -.030 .287 -.089 .172 -.045
Battery life -.031 -.787 -.052 -.171 .027 .025 .052 .033
Li-ion battery -.142 .055 .305 -.098 -.051 .228 .104 .050
Recharging time .136 -.059 -.309 -.405 -.092 .090 -.479 -.059
Bluetooth -.021 -.387 .254 -.040 -.062 -.050 .147 .468
USB Port .491 -.014 -.040 .035 -.008 -.193 -.005 .082Slide show feature -.089 .242 .143 .563 .143 -.229 -.041 -.066
Projector -.159 -.016 .286 .127 .400 .131 .182 -.173
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Component Transformation Matrix
Component 1 2 3 4 5 6 7 8
1 .216 -.164 -.511 -.530 .464 -.122 .366 .146
2 .735 .503 .283 .035 .049 -.320 .013 .140
3 .395 -.745 .333 .060 -.068 .186 -.011 .366
4 .364 .138 -.412 .271 -.310 .620 .322 -.145
5 -.074 .026 -.212 .712 .578 -.013 -.074 .319
6 -.271 .094 .445 .091 .068 .016 .836 .092
7 .028 .181 .360 -.264 .536 .636 -.211 -.174
8 -.212 .321 -.071 -.236 -.235 .243 -.117 .814
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
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Component Score Coefficient Matrix
Component
1 2 3 4 5 6 7 8
Resolution of camera (in
Mega Pixels)-.001 .045 .058 -.092 .095 .049 .218 -.018
Zoom -.071 .171 -.050 -.009 -.037 .039 -.254 .141
Carl Zeiss lens .260 -.013 .048 -.022 -.062 -.013 -.004 -.214
Metal body .122 -.011 .199 -.106 -.062 -.052 -.034 .009Water resistant -.002 .089 .083 -.240 -.006 .124 .066 -.042
Built-in flash .092 -.143 -.046 .151 -.035 .256 .001 .095
Extended warranty -.025 .195 .079 .003 -.168 .082 .032 -.054
Camera design -.092 -.001 .072 -.043 -.004 .307 -.014 -.065
Brand loyalty -.054 .029 -.059 -.016 -.184 .014 .330 .106
Autofocus .094 .133 .186 .024 .014 .110 -.031 .158
Image stabilization -.030 .023 .149 -.034 -.279 .055 .026 .036
Brightness and colour
adjustment.331 -.010 .050 -.004 .025 .126 .024 -.023
Video clip .056 .232 -.031 -.073 -.016 -.013 .037 -.006Shooting and scene modes .162 .150 -.009 -.055 .002 -.066 .092 .192
ISO sensitivity .040 .171 -.139 -.056 -.057 .202 -.088 .043
Face Detection .128 .031 -.034 -.018 .062 -.151 -.141 .182
Smile recognition .181 -.033 -.105 .314 .041 .090 -.066 -.079
Panoramic picture mode -.068 .014 -.033 .285 -.124 .061 .122 .079
Servicing -.118 .101 .077 .030 -.087 -.014 -.039 .281
In-built image modifier .002 -.058 .315 -.055 .044 -.051 .017 .005
Free accessories (Pouch,
tripod)-.112 .084 .004 .064 .316 .027 -.123 .034
Internal memory .011 -.044 -.053 .017 -.008 -.018 .033 .328
Expandable memory -.002 -.022 .139 .009 .119 .198 -.206 .224
Slim camera .103 .069 -.092 .117 .084 .008 .234 .080
Light weight .059 -.021 .095 -.080 .302 .100 .096 .009
LCD resolution and size .031 .042 -.048 -.067 .106 .327 .001 -.009
Touch screen -.069 -.005 -.247 -.148 .007 .048 .075 .210
Shock resistant -.076 .195 .024 -.007 .141 -.017 .092 -.011
Battery life .002 -.336 -.016 -.059 .000 -.017 .017 -.018
Li-ion battery -.072 .044 .158 -.069 -.008 .128 .069 .039
Recharging time .080 -.020 -.157 -.203 -.059 .055 -.291 -.025
Bluetooth -.033 -.145 .114 -.018 -.047 -.030 .089 .245
USB Port .204 -.024 -.037 .030 -.018 -.097 -.015 .019
Slide show feature -.039 .081 .047 .270 .093 -.120 .010 -.039
Projector -.069 -.006 .168 .065 .230 .080 .112 -.114
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Component Scores.
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Interpretation of Result
In the component matrix given below, we have highlighted the components in which the
camera features has got high correlation coefficient. Ideally the highest correlation coefficient
should be close to 1. The following camera features are important which should be utilized
for the marketing of the product.
Resolution of camera (in Mega Pixels)
Shooting and scene modes
Slim and Light weight camera
Touch screen
Some of the additional features should also be considered for the purpose of marketing are:
Built-in flash
Bluetooth for data transfer
Some free accessories
Battery life
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Component Matrixa
Component
1 2 3 4 5 6 7 8
Resolution of camera (in
Mega Pixels).344 .064 -.065 .067 -.087 .364 .155 -.029
Zoom -.291 .055 -.263 -.112 .110 -.329 .080 .379
Carl Zeiss lens -.039 .435 .122 .239 -.292 -.139 .042 -.349
Metal body -.138 .389 .275 -.206 -.308 .022 .067 -.008
Water resistant .190 .033 -.112 .041 -.411 .134 .298 .111
Built-in flash -.126 -.213 .534 .508 .224 -.060 .080 .080
Extended warranty -.444 .156 -.294 .236 -.247 .126 .045 .117
Camera design -.239 -.405 .048 .268 -.128 .070 .403 .076
Brand loyalty .194 -.095 -.033 .357 -.179 .457 -.320 .196
Autofocus -.284 .456 .190 .029 .067 .110 .240 .254
Image stabilization -.515 .012 .147 .101 -.404 .140 -.101 .185
Brightness and colour
adjustment.137 .543 .405 .395 -.068 -.082 .198 -.116
Video clip .095 .385 -.409 .120 -.112 .026 .048 .116
Shooting and scene modes .312 .619 .006 .065 .022 .095 -.086 .250
ISO sensitivity .012 .031 -.249 .417 -.047 -.229 .176 .282
Face Detection .194 .450 .123 -.275 .180 -.257 -.104 .164
Smile recognition -.258 .151 .159 .492 .460 -.223 -.025 -.254
Panoramic picture mode -.433 -.143 .041 .380 .312 .231 -.256 .077
Servicing -.297 .065 .030 -.194 .115 .113 -.103 .470
In-built image modifier -.239 .203 .324 -.426 -.160 .254 .174 -.078
Free accessories (Pouch,
tripod).080 -.069 -.251 -.308 .505 -.056 .340 .015
Internal memory .233 .060 .332 -.047 .235 .048 -.186 .389
Expandable memory -.230 -.005 .422 -.158 .254 -.138 .398 .331
Slim camera .355 .270 -.029 .353 .302 .272 -.103 -.001
Light weight .474 .108 .160 -.097 .170 .209 .429 -.092
LCD resolution and size .184 -.188 .027 .419 .030 -.034 .459 .116
Touch screen .669 -.292 -.073 .125 .033 -.038 -.118 .378
Shock resistant .115 .157 -.448 -.079 .142 .233 .152 .035
Battery life .273 -.441 .561 -.126 -.106 -.056 -.104 -.181
Li-ion battery -.150 -.061 .062 -.013 -.147 .262 .228 .145
Recharging time .173 -.080 -.023 -.003 -.273 -.628 .108 .121
Bluetooth .050 -.060 .527 -.209 .013 .240 -.147 .238
USB Port .140 .416 .188 .072 .022 -.148 -.153 -.092
Slide show feature -.360 .187 -.210 -.095 .451 .127 -.104 -.185
Projector -.034 -.083 -.016 -.103 .202 .346 .352 -.247
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Deviations from the proposed study:
1. KMO test for sampling adequacy was not fulfilled. As the value is approx 0.4. At least
a value of 0.5 is required for performing the factor analysis.
2. Eigen values which were considered is greater than 1.5 instead of 1.
Conclusion:
The consumer prefers to buy a Slim and Light weight camera having a good resolution (in
Mega Pixels), different shooting and scene modes and an LCD with Touch screen display.