1.

Introduction

1.1.

Origin of the Report:

This report is prepared with the respect to three-month course of consumer behavior. We are assigned to prepare a term paper by our honorable course instructor Md. Farhan Faruqui. Our task is to make a survey on Nikon Camera and complete a study that covers all important factors of consumer behavior.

1.2.

Objective of the Report:

This report has been prepared considering a number of objectives. The objectives are: To apply our knowledge that we have gathered from Consumer Behavior course into the report. To provide the overview of Nikon Camera. To measure the business value of Nikon Camera. To give possible recommendation for Nikon Camera.

1.3.

Scope:

The term paper is made on the basis of what people think about Nikon camera. For this we conducted a comprehensive survey on Nikon cameras consumers and peoples who know about Nikon camera. This is focused on the consumers belief, perception, lifestyle and what thought consumers have about Nikon Camera.

1.4.

Methodology:

Data collection method: Both primary and secondary data is used to complete the study. Page | 1

1.4.1. Primary sources:

Primary sources are the individuals who are somehow aware about Nikon Camera. We have used convenient sampling to collect the information. We have also used structured questionnaire for the respondents and the sample size is 60.

1.4.2. Secondary sources:

Secondary information was collected from the books and the websites of Nikon Camera. Statistical techniques were used to analyze the collected information and this information was presented the graphical form.

1.5.

Limitations:

This report is not free from limitations. Moreover the topic is so much vast, so we faced some problems while preparing this report. The limitations acquainted with this report are as the following: Collecting previous information was little bit tough. It was difficult to arrange a suitable time for all members. Technical problem. Time shortage. Website is not up to date or information enriched.

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2. Background of Nikon Camera

Nikon Corporation is a Japanese multinational corporation headquartered in Tokyo, Japan, specializing in optics and imaging. Its products include cameras, binoculars, microscopes, measurement instruments, and the steppers used in the photolithography steps of semiconductor fabrication, of which it is the world's second largest manufacturer. The companies held by Nikon form the Nikon Group. Among its products are Nikkor imaging lenses (for F-mount cameras, large format photography, photographic enlargers, and other applications), the Nikon F-series of 135 film SLR cameras, the Nikon D-series of digital SLR cameras, the Coolpix series of compact digital cameras, and the Nikonos series of underwater film cameras. Nikon's main competitors in camera and lens manufacturing include Canon, Casio, Kodak, Sony, Pentax, Panasonic, Fujifilm and Olympus. Nikon Corporation was established on 25 July 1917 when three leading optical manufacturers merged to form a comprehensive, fully integrated optical company known as Nippon Kgaku Tky K.K. Over the next sixty years, this growing company became a manufacturer of optical lenses (including those for the first Canon cameras) and equipment used in cameras, binoculars, microscopes and inspection equipment. During World War II the company grew to nineteen factories and 23,000 employees, supplying items such as binoculars, lenses, bomb sights, and periscopes to the Japanese military. After the war Nippon Kgaku reverted to producing its civilian product range in a single factory. In 1948, the first Nikonbranded camera was released, the Nikon I. Nikon lenses were popularized by the American photojournalist David Douglas Duncan's use at the time of the Korean War. Duncan, who was working in Tokyo when the Korean War began, met a young Japanese photographer, Jun Miki, who introduced Duncan to Nikon lenses. From July 1950 to January 1951, Duncan covered the Korean War. Besides cameras, Nikon Corporation (Nikon) develops and manufactures photolithography equipment. In 1980 the first Nikon stepper, the NSR-1010G, was produced in Japan. Since then Nikon (through the Nikon Precision Division) has introduced over fifty models of steppers and scanners for the production of semiconductors and liquid crystal displays. Nikon currently designs and manufactures precision equipment for use in semiconductor and liquid crystal display (LCD) fabrication, inspection, and measurement. Nikon also designs and manufactures visual imaging products including cameras; Page | 3

instruments such as microscopes; and other products such as chemical mechanical polishing (CMP) systems, binoculars, surveying instruments, eyewear, sport optics, and optical measuring and inspection equipment. In 1982, Nikon Precision Inc. (NPI) was established in the United States. NPI is the North American sales and service arm specifically for Nikon Corporation's semiconductor photolithography equipment and is headquartered in Belmont, California. Fueled by a rapidly growing customer base, the company quickly expanded. In 1990, NPI opened its current headquarters and the facility now includes corporate offices, a fully equipped worldwide training centre (WWTC), service operations, applications engineering, technology engineering, quality and reliability engineering, training, technical support, sales, and marketing for Nikon equipment serving the wafer, photomask, flat panel display, and thin-film magnetic head industries. Today, NPI is an industry leader in supplying and supporting advanced photolithography equipment used in the critical stages of semiconductor manufacturing. Nikon also has research and development operations in the U.S. under Nikon Research Corporation of America (NRCA), which directly supports R&D efforts of the Precision Equipment Division in Kagohara, Japan. Nikon created some of the first digital SLRs (DSLRs, Nikon NASA F4) for NASA, used in the Space Shuttle since 1991. After a 1990s partnership with Kodak to produce digital SLR cameras based on existing Nikon film bodies, Nikon released the Nikon D1 SLR under its own name in 1999. Although it used an APS-C-size light sensor only 2/3 the size of a 35 mm film frame (later called a "DX sensor"), the D1 was among the first digital cameras to have sufficient image quality and a low enough price for some professionals (particularly photojournalists and sports photographers) to use it as a replacement for a film SLR. The company also has a Coolpix line which grew as consumer digital photography became increasingly prevalent through the early 2000s. Through the mid-2000s, Nikon's line of professional and enthusiast DSLRs and lenses including their back compatible AF-S lens line remained in second place behind Canon in SLR camera sales, and Canon had several years' lead in producing professional DSLRs with light sensors as large as traditional 35 mm film frames. All Nikon DSLRs from 1999 to 2007, by contrast, used the smaller DX size sensor. Then, 2005 management changes at Nikon led to new camera designs such as the full-frame Nikon D3 in late 2007, the Nikon D700 a few months later, and mid-range SLRs. Nikon regained much of its reputation among professional and amateur enthusiast photographers as a leading innovator in the field, especially because of the speed, ergonomics, and low-light performance of its latest models. The mid-range Nikon D90, introduced in 2008, was also the first SLR camera to record video. Since then video mode has been introduced to many more of the Nikon DSLR cameras including the Nikon D3S, Nikon D7000, Nikon D5100, Nikon D3100 and Nikon D3200. More recently, Nikon has release a photograph and video editing suite called ViewNX to browse, edit, merge and share images and videos.

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Nikon continues to push the boundaries of optical technology. Nikon's history is one of challenges and exploration in the world of optics.

Basic Information
Company Name: Business Type: Business Line: Product/Service: Nikon Corporation Consumer Electronics Manufacture and sales of optical instruments 1 Film 35 mm SLR cameras with manual focus 2 Film APS SLR cameras 3 Film 35 mm SLR cameras with autofocus 4 Professional Rangefinder cameras 5 Compact cameras 6 Movie cameras 7 Professional Underwater cameras 8 Digital compact cameras 9 Digital single lens reflex cameras 10 Mirror less interchangeable-lens cameras 11 Bridge cameras 12 Larger sensor compact cameras

Address:

Shin-Yurakucho Bldg., 12-1, Yurakucho 1-chome, Chiyoda-ku, Tokyo 100-8331, Japan Tel: +81-3-3214-5311

Number of Employees:

Consolidated: 24,348 (as of March 31, 2012), Non-Consolidated*: 5,397 (as of March 31, 2012)

Company Website:

http://www.nikon.com

Company Profile:

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Ownership and Capital

Year Established: Registered Capital: July 25, 1917 65,475 million Japanese Yen (as of March 31, 2012)

Ownership Type: Legal Representative/Business Owner:

Corporation/Limited Liability Company KIMURA, Makotocareer/ ITOH, Junichicareer

Trade & Market

Japan Main Market: The Americas Europe Asia/Oceania/Middle East

Share Market Information

Revenue 887.5 billion (FY2011) Operating income Net income 54.1 billion (FY2011) 27.3 billion (FY2011)

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2.1.

Company Mission:

Continuously innovates to increase customer satisfaction by offering high quality style and standard products.

Products

The choice is yours

SLR Camera Telescop es Binocular s Lens es

Still Camera Camcorders Camera

Nikon Still Camera

Nikon_Coolpix_L 10

Nikon_F 3AF

Nikons570

A still camera is a type of camera used to take photographs. Traditional cameras capture light onto photographic film. Digital cameras use electronics, usually a charge coupled device (CCD) to store digital images in computer memory inside the camera. The digital image can be transferred to a computer for later processing.

9350Ni k

NikonP100

Nikon-VH3100

A camcorder (formally a video camera recorder) is an electronic device that combines a video camera and a video recorder into one unit; typically for outof-studio consumer video recording.[1] Equipment manufacturers do not seem to have strict guidelines for the term usage; for instance marketing materials may present the device by its colloquial term camcorder, while full name on the package and manual is often video

Nikon Camcorders Camera

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The choice is yours

Still Camera Camcorders Camera SLR Camera Telescop es Binocular s Lens es

Nikond7000

Nikon D3s

Nikond7000

A single-lens reflex (SLR) camera is a camera that typically uses a mirror and prism system (hence "reflex", from the mirror's reflection) that permits the photographer to view through the lens and hence see exactly what will be captured, contrary to viewfinder cameras where the image could be significantly different from what will be

Nikon SLR Camera

Nikon Telescope & Binocular

Binoculars, field glasses or binocular telescopes are a pair of identical or mirror-symmetrical telescopes mounted side-by-side and aligned to point accurately in the same direction, allowing the viewer to use both eyes (binocular vision) when viewing distant objects. Most are sized to be held using both hands, although sizes vary widely from opera glasses to large pedestal mounted military models. Many different abbreviations are used for binoculars, including glasses, nocs, binoculars, binos and bins. Unlike a (monocular) telescope, binoculars give users a threedimensional image: for nearer objects the two views, presented to

NIKONDSCN1787

Nikon AE7

Nikon APO G11

Nikon Trailblazer

Nikon Stabileyes

NK7525 Nikon Monarch

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The choice is yours

Still Camera Camcorders Camera SLR Camera Telescop es Binocular s Lens es

Nikon Lenses
Nikon has introduced many proprietary designations for F-mount Nikon lenses, reflecting design variations and developments both in lenses and the F-mount itself. There are also "unofficial" designations used by collectors and dealers to differentiate similar lenses.

Photo Video Wordpress

AF-S 600 VR

50-18-dKEN_7458

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3. Analysis of Consumer Behavior:

Profile of the Target Market:

An overall of the target market based on demographic, psychographic and socio economic factors will be discussed thoroughly in this section. From this discussion it could be easy to find the sum of all target customers age, sex and the income. This section has been discussed depending on the result of survey that we have done on 60 people. As we have time limitation, we did most of our survey among our friends, relatives and colleagues.

Demographic Factors:

Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics. The demographic environment is of major interest to marketers because it involves people and who make up market.

From survey we found the result of demographic factors which are described below:

Gender: Basically most of the products are designed to target specific group of customer. But camera is one sort of product that is not designed based on gender. But it can be distinguished by using of this product. Our survey shows that, there are 75% of male and 25% of female.

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Marketing Strategy Based on Gender: Have to focus more on female customers to increase the sales. Retain male customers along with the female customers. Giving TVCs in News hours, Live telecast of different programs like Concerts, talk shows & other shows such as programs based on Information Technology & quiz shows.

Age: Age is an important factor to identify the consumers behavior towards Nikons products. To find out the awareness about Nikon we ask questions to different age group of our sample to find out the variation of consumer behavior in different age. In our questionnaire we have divided the age groups in five segments- (10-20), (21-30), (31-40), (41-50), (51-60) & 60 above. From secondary sources and our knowledge we came to know that mostly Professionals and youths [Mostly student groups] are using or going to use Nikon Products. From the graph it is clearly noticed that most of the respondents samples are from 21-30.

Marketing Strategy Based on Age: Have to focus on the promotional activities. Besides the group of age (21-30) also have to focus other group specially the (31-40).

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Education: Level of education also plays a very vital role in purchasing behavior of consumers. Education level is not so important for this analysis because the consumers need not to have adequate knowledge about the product because Nikon is referred to low involvement product for utilization. From the pie chart we can see 65% of Nikon users level of education is Graduate because we took surveys of professionals who are working companies. Second most i.e., 31% of the total Nikon are HSC level students.

Marketing Strategy Based on Education: Introduce affordable cameras for executive level of people Sponsoring university events which will help students have their awareness regarding the brand. The more the awareness is, the more the opportunity to have sale.

Occupation: In our questionnaire we have asked question to identify which professions respondents are appropriate target customer of Nikon. Our given options were government employee, business, private employees, student and others to find out the variation between in these groups when they

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go for photography. From our survey we have found that student groups have occupied a dominating place than other segments.

Marketing Strategy Based on Occupation:

Increase bill boards in commercial areas to grab the attention of professionals as well as increase sales.

Placements of showrooms nearer to education institutions.

Family Income: Income is the major determinant of the consumers willingness to purchase product. We have tried to collect data from different income group people. Here, clearly seen that most of the respondents yearly family income ranges from BDT 800000-1000000. Income level of 600000-800000 and 400000-600000 has an average respondent.

Marketing Strategy Based on Family Income: Shift focus on people whore having an average level income. Retain the higher class customers as well.

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Do you like Photography: What came first when you heard the name of Nikon? Most people will definitely answer camera. Camera is related to photography. So when we went for the survey that Do you like photography we found 51% of people who loves photography very much and 45% of people we found who likes photography.

First camera: After that during our survey when we asked the people about their first camera, about 33% we found whose first camera was Canon and 32% was Nikon. So we can see form the pie chart that there is a big competition between Nikon and Canon.

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Frequency of using camera: A graphical presentation will tell us about the frequency of using camera.

By seeing the graphical representation it is clear that 44% of people use camera once in a week or more often. Only 28% of people use the camera on daily purpose.

Marketing Strategy: Special discount on specific camera will surely draw the attention of customers. It is seen that 44% of people use camera once in a week or more. So if special discount for frequent use can be given then the percentage can be increased more.

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Most prefered camera:

When we asked people that what is their most preferred camera, most people give their opinion about Canon camera. After that they prefer the Nikon camera. So what could be the reason behind this? Mostly people will prefer the less price camera with high quality. A market survey shows that Nikon has the high quality camera lenses where as the Canon has the Average price with a moderate quality.

Marketing Strategy: Bringing stylish & modern cameras with flexible prices. Available Showroom. Shifting the importance through different advertisements & campaigns for the people who didnt try the product in their occupation.

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Perceptual Mapping:
High Price

Can on
4

Nikon

Son y
Low Quality 1 2 3 4 5 High Quality

Samsu ng Pente x

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Perceptual mapping offers marketing managers a useful technique for measuring and developing product position. It takes customers perception of how similar various brand or products are to each other and related this perception to product attributes. Through perceptual mapping we have tried to show Nikon positions compare with other brands in the market.

For the perceptual mapping we can see that, Canon is the Highest price and best quality product brand than others. After Nikon, Sony and Samsung holds the 2nd 3rd and 4th position by the consideration of price and quality. Nikon is remaining the 2nd position according to the perceptual mapping.

Nikon Price Quality 3.95 3.916667

Canon 4.283333 4.533333

Pentex 1.6 2

Sony 3.033333 2.933333

Samsung 2.483333 1.65

Marketing Strategy based on perception about Nikon:

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According to our survey we see that the availability of Nikon failed to compete with Canon. For this reason they need to establish flexible price for their customer, give more emphasis on big sized billboard, and give more advertisements. It also needs to increase its market presence.

Memory: Memory is the total accumulation of prior learning experience. It consists of two inter related components: 1. Short-term memory 2. Long-term memory

1. Short-term memory: Portion of total memory that is using currently activate or in use, often referred to a working memory. Maintain Rehearsal: Continual repetition of a piece of information in order to hold it in current memory for use in problem or solving or transferable to long-term memory.

Marketing Strategy: The more the advertisement through billboard, magazine, and especially TV ad will see or hear about Nikon as more they will be feeling good towards the clothes as well as familiar. Repeatedly telecasting TV ad will surely do this in a much better way.

2. Long-term memory:

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Semantic memory: Semantic memory refers to the memory of meanings, understandings, and other concept-based knowledge unrelated to specific experiences, object, event or product at the simple level.

How did you come to know about Nikon:

From the chart we can say most of the customers think Nikon is better known for their brand name along with their products Brand Image. The figure shows that 73% of people have come to know about the Nikon from their Friends and Relatives.

Marketing Strategy:

As far most people concern about Nikon for their products quality which in fact is a good sign for Nikon. But the problem is that, they are not confirmed about features of products due to insufficient promotional activities.

They should initiate adequate promotional activities to convince consumers to purchase their products. On the other hand, Nikon must work on their distribution channel to ensure there availability.

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Attitude:

An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive process with respect to some aspect of our environment.

Attitude Components

Cognitive component: From the report weve seen that students and private employees are the main target customer of Nikon. Cognitive component is based on someones belief about an object. Peoples attitude towards Nikon is not very good at all. It happens because so far customers are thinking that Nikon products are not so available as well as low status also. To measure cognitive component we had asked some question to the customer to place their belief about their favorite brand on 5 point semantic scale.
Low price Poor Quality _____ [1] ______ [2] ______ [3] ______ [4] ______ [5] High price _____ [1] ______ [2] ______ [3] ______ [4] ______ [5] High Quality Good Appearance High Status User friendly

Poor Appearance _____ [1] ______ [2] ______ [3] ______ [4] ______ [5] Low Status Not user friendly Poor after sales-service _____ [1] ______ [2] ______ [3] ______ [4] ______ [5] _____ [1] ______ [2] ______ [3] ______ [4] ______ [5]

Good after sales_____ [1] ______ [2] ______ [3] ______ [4] ______ [5] service Page | 21

For comparison we have surveyed at three different categories Nikon, Ideal fashion clothing and Canon. We have followed simple average method for the respondents belief towards the stated brands on each factor that we asked. We have made average of every factor and given weight on this factor to calculate weighted average of every factor and highlights these result in table; given below.

Attributes

Weight

Percentage

Price Quality Apperance Status User friendly After sales-service Total

0.15 0.4 0.2 0.15 0.05 0.05 1

15% 40% 20% 15% 5% 5% 100%

Nikon

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Attributes Total Average A-I |A-I|

Price 325 5.4166 67 0.65 0.65

Qualit y 324 5.4 -0.35 0.35

Appearan ce 266 4.4333333 3 0.2833333 3 0.2833333 3 0.2

Status 257 4.2833 33 0.2833 3 0.2833 33 3.65 0.15

User friendly 255 4.25 1.18333333 3 1.18333333 3 0.05

After salesservice 206 3.433333333 -0.9 0.9

Weight Weight Average

0.15 0.0975

0.4 0.14

0.05 0.045

0.056666 0.0425 0.0591666 67 67 0.440833333

As we know that the closer and attitude index calculated in this manner is to Zero, the better is the result. The total weighted average of Nikon is 0.440833333but the weighted average of Nikons
Attributes Total Average A-I |A-I| Price 325 5.4166 67 0.65 0.65 Qualit y 383 6.3833 33 0.6333 33 0.6333 33 0.4 0.2533 33 Appeara Status User nce friendly 257 296 306 4.283333 4.9333 5.1 333 33 0.3666 0.433333 67 0.3333333 33 33 0.433333 0.3666 0.3333333 333 67 33 2.533333333 0.2 0.15 0.05 0.086666 0.055 0.0166666 667 67 0.515 After salesservice 267 4.45 0.116666667 0.116666667

Weight Weight Average

0.15 0.0975

0.05 0.005833333

Fig: Canon

Measurement of Affective component

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Nikon has to focus on the cognitive component to change the peoples attitude for its long run well being. It can use the basic strategies of cognitive component to change the consumers attitude. Shift Importance: Nikon should try to convince consumers that those attributes on which their products are relatively strong are the most important. For example, they can emphasize that using the products of Nikon doesnt carry low status. Add Beliefs: Respondents believe that Nikon product is basically for the festival purposes. So, Nikon can change this believe through TVC [Television Commercial] that its products can be used for any type of random usage. Affective Component: Affective components is feelings or emotional reactions to an object. The overall evaluation may be simply a vague, general feeling developed without cognititive information or beliefs about the products.

Statement Having a camera is part of lifestyle I am satisfied with the picture quality of "Nikon" Nikon Camera is affordable I like the outlook of "Nikon Camera" I like "Nikon Camera"

Strongly Agree 10 13 11 13 12

Agr ee 25 16 16 20 23

Neut ral 9 20 19 22 22

Disagr ee 13 6 9 3 1

Strongly Disagree 3 5 5 2 2

Total sample 60 60 60 60 60

Change the Affective Component: Nikon has to change its feeling or emotion towards its
products. Nikon can use 3 strategies of changing affective components to change the peoples

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affection directly through- Classical conditioning, Affect toward the ad or website, and mere exposure. Classical Conditioning: One way of directly influencing the affective component is through classical conditioning. It is the most popular strategy that is frequently used by the all marketers to change consumer attitude. It can target friends and family to sell more products to them. It can create an adventurous and fun type program what they like most. Moreover, it can create a stimulus with nature, music, events, and picture. UCS (Culture reflective checks) UCR Positive (Response / Emotion)

CS (Nikon) Figure: Classical Conditioning

CR (Positive Emotion)

Affect toward the Ad / Website: Nikon should launch new advertisement with opinion leader to attract new customer by using positive impression of people. As there is a direct relationship with promotional activities and sell amount, marketers should more focus on this. Therefore the website should be updated with new information and placed web link in different other busy websites.

Mere Exposure:

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By nature Culture reflective checksis low involvement product so to build the likings, it is needed to promote advertisement so that people get more information on ads, like it and buy it. Culture reflective checks can give advertisement in newspaper and magazine that will be very much effective. As the report shows that the maximum no. of respondent watches Bangladeshi Private Channels, so Culture reflective checks can also place ad in these channels. Billboard ads in the busy traffic hubs of the cities will play significant role to attract customers attention toward Culture reflective checks.

Behavioral Component:

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A series of decision to purchase or not to purchase a product or to recommend it or other brands to friends refelect the behavioral component of an attitude.

The chart shows that only (2% -5%) customers used Kodak, Casio, Philips, Olympus & Yeshika. From the sample (7%-8%) user uses Sony, Mobile camera and Samsung camera. From the respondent were (15%) Nikon users. In the presented chart a wide range of users are Canon camera users.

I usually use..camera

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We have seen that 40% of the surveyed people use Canon camera and only 28% use Nikon camera. Rest of the surveyed people use Sony, Samsung & Mobile camera.

Marketing Strategy: Most of the camera user use Canon camera because of its features, quality & popularity. So, Nikon should improve and concentrate on those points to attract camera users towards Nikon. Nikon should promote new features and good after sales service.

Operant conditioning:
Molding or shaping behavior by using reinforcement. Reinforcement plays a much larger role on operant conditioning that it does in classical conditioning. Since no automatic stimulus-response relationship is involved, the subject must first be induced to engage in the desired behavior. Than this behavior must be reinforced. Operant conditioning often involves the actual usage of the product. As because by default Nikon camera can offer the camera users to purchase their camera of super features & quality at an affordable price.

Likelihood of buying Nikon Camera Among the surveyed people (27%) user have positive approach to buy Nikon camera & (20%) users have the positive likelihood of

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buying Nikon camera. Rest of the surveyed people have negative apporch for buying this camera.

Marketing Strategy: Few people are not willing to buy Nikon camera, so they should take some immediate steps to grab those camera users. Consumers of the most sectors are more positive to buy the Nikon camera, so only offering good features relationship with them or other customers will be enough to influence the purchase decision of the customers. Personality traits
According to our findings, most of our societys people think about themselves Delicate, calm, preferably organized, rational as well as contemporary. There is some confusion between rational and emotional because most of the people thinking they are standing in the middle of this poles between the rational and the emotional concept.

After analyzing the behavior of the customers we can conclude that, Nikon camera should be more concerned about their customers personality or self concept.

COMPONENT

CONSISTENCY :

A change in one-attitude components tends to produce related change in other components. Marketing managers are ultimately concerned with the influencing behavior. Nevertheless, it is
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often difficult to influence behavior directly. Consumer will often listen to sales personnel, attend advertisement, or examine package. Marketers can therefore, indirectly influence behavior by providing information, music or other stimuli that influence a belief or feelings.

(Nikon (Nikon represent represent the the Sleek) Sleek)

Affective Component

(Nikon (Nikon represent represent the the Photography) Photography)

Cognitive Component

(Nikon (Nikon represent represent the the Quality) Quality)

Behavioral Component

Fig. Component consistency

4. Recommendation: We have analyzed our term paper very carefully to identify the which marketing strategy should be undertaken in order to increase sales of Nikon products. The total paper was based on the

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respondents feelings as well as perceptions towards the brand image. Some suggestions are given bellow.

For increasing market presence Nikon should do some promotional activities. Should reduce the price for getting back into the track to create its market position. They have to emphasis on customers demand. Should add more features of Nikon products According to surveyed sample, Nikon should provide good after sales service. Should emphasis on demographic analysis to attract different types user, i.e. female, service holders etc.

5. Conclusion: At the end of the analysis of the term-paper, we can say that the position of the Nikon camera is not so strong in the market. It has a memorable brand name which is easy for anyone to recognize, but it could not continue to keep its image compared to other camera brand because of lacking in their promotional strategy and new features. Moreover, they have no newspaper advertisements, radio advertisement, TV etc. On the other hand, other brands are following different type of promotional strategies which are taking them a leap ahead. So to survive in this competitive market Nikon should consider the above mentioned strategies which we believe will ensure a good come back for the company.

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