Apply Web-based Analytic Tool and Eye Tracking to Study the Consumer Preference of DSLR Cameras

Abstract
Consumer’s preferences and purchase motivation of products often lie in the purchasing behaviors generated by the synthetic evaluation of form features, color, function, and price of products. If an enterprise can bring these criteria under control, they can grasp the opportunities in the market place. In this study, the product form, brand, and prices of five DSLR digital cameras of Nikon, Lumix, Pentax, Sony, and Olympus were investigated from the image evaluation and eye tracking. The web-based 2-dimensional analytical tool was used to present information on three layers. Layer A provided information of product form and brand name; Layer B for product form, brand name, and product price for the evaluation of purchase intention (X axis) and product form attraction (Y axis). On Layer C, Nikon J1 image samples of five color series were presented for the evaluation of attraction and purchase intention. The study results revealed that, among five Japanese brands of digital cameras, LUMIX GF3 is most preferred and serves as the major competitive product, with a product price of US$630. Through the visual focus of eye-tracking, the lens, curvatured handle bar, the curve part and shuttle button above the lens as well as the flexible flash of LUMIX GF3 are the parts that attract the consumer’s eyes. From the verbal descriptions, it is found that consumers emphasize the functions of 3D support lens, continuous focusing in shooting video, iA intelligent scene mode, and all manual control support. In the color preference of Nikon J1, the red and white colors are most preferred while pink is least favored. These findings can serve as references for designers and marketing personnel in new product design and development. The study was published in the International Journal of Business Research and Management. Vol. (4), Issue (4), 2013.