Heterogeneous Preferences and Demand-Side Lifecycle Theory in Camera Industry: Take 35mm SLR and Medium Format Cameras as Examples

CHOU, YU-CHIEH (2012) Heterogeneous Preferences and Demand-Side Lifecycle Theory in Camera Industry: Take 35mm SLR and Medium Format Cameras as Examples. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

As an essential tool, camera acts as crucial media that assist photographers to complete their photography works or make a record. It is common for general users to use small format cameras in their daily lives. Medium format camera, on the other side, is another camera type with fewer mentioned. Therefore, this dissertation adopts Windrum (2005) approaches in order to retest hypotheses of distinct market niches in both 35mm SLR and medium format cameras. Meanwhile, this research employed demand-side lifecycle theory in order to have alternative explanations to consumer heterogeneous and innovation approaches in the case of camera market.

This dissertation research applies hedonic price method and regression analysis to those four models. This dissertation research applies hedonic price method and regression analysis to those four models. This research tries to investigate hypothesis issues such as: the technical characteristics of cameras, distinct market niches, a Moore’s law effect, and brand equity issues. The result shows that camera price can be explained by technical characteristics. In addition, the finding indicated that distinct market niches do exist for 35mmSLR and medium format cameras. Besides, this study examine that the Moore’s law would not apply to the case of camera markets. This study perceives some camera manufacturers have their own brand equity in the marketplace.

This dissertation expects the potential contribution to not only twenty years of time scale but the topic of medium format camera and 35mm SLR camera. By testing the hypothesis of these two types of cameras, this dissertation supposed to provide findings that helped other researchers to have further understanding the relationship between consumer heterogeneous preference and medium format cameras.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 12:53
Last Modified: 23 Oct 2016 08:22
URI: http://eprints.nottingham.ac.uk/id/eprint/26019

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