1. ABSTRACT
Consumer behavior refers to a discipline dealing with how and why consumers purchase (or do not purchase) goods and services (Schiffman, 2011). I did the qualitative analysis for this research. This report expounds an interview of two consumers who purchased 5D Mark II recently, and sorts the answers into five decision-making process steps (Problem recognition; search for information; evaluation of alternatives; outlet selection and product purchase; post purchase processes including customer satisfaction and consumer loyalty) (Quester, et al. 2011), and compare the differences in response and behavior between the two interviewees. In addition, this report discusses ‘consumers prefer choose known brand’ and the factors influenced consumers’ behavior.

2. BODY
1. Background Information
I select Canon DSLR (Digital Single Lens Reflex) 5D Mark II as marketing research object.
[pic]
Back in August 2005 Canon 'defined a new DSLR category' (their words) with the EOS 5D. Unlike any previous 'full frame' sensor camera, the 5D was the first with a compact body (i.e. not having an integral vertical grip) and has since then proved to be very popular, perhaps because if you wanted a full frame DSLR to use with your Canon lenses and you didn't want the chunky EOS-1D style body then the EOS 5D has been your only choice (Don & Askey, 2009). Three years on and two competitors have turned up in the shape of the Nikon D700 and Sony DSLR-A900, and Canon clearly believes it's time for a refresh.

So here is the 5D Mark II, which punches high in terms of both resolution and features, headlining: 21 megapixels, 1080p video, 3.0" VGA LCD, Live view, and higher capacity battery. In other words, a camera that aims to leapfrog both its direct rivals, either in terms of resolution (in the case of the D700) or features (in the case of the DSLR-A900). Performance improvement of 5D Mark II includes: water proof: 10 mm rain in 3 minutes, new 1800 mAh battery with improved battery information / logging, RAW / JPEG selection made separately and so on (Don & Askey, 2009).

2. Conduct and then transcribe in-depth interviews
2.2.1 Simple information collecting of interviewees
I interviewed with two people who purchased 5D Mark II recently: Alex and Lucy. I did face-to-face in-depth interviews with them about 20 minutes separately. Here is a short outline of the interviewees below.
|Issues Interviews |Alex |Lucy |
|Gender |Male |Female |
|Age |35 |22 |
|Education |University degree |Undergraduate student |
|Occupation |Edit |Student |

There are a number of steps in a purchasing process: (1) Problem recognition, (2) Search for information, (3) Evaluation of alternatives, (4) Outlet selection and product purchase, (5) Post purchase processes including customer satisfaction and consumer loyalty (Quester, et al. 2011).

In the purchase decision process, consumers decide: (1) Whether to buy, (2) When to by, (3) what to buy (product type and brand), (4) where to buy (type of retailer and specific retailer), (5) how to buy (Quester, et al. 2011).

According to these principles, I made a questionnaire, which was based on information about purchasing, in order to preferable to carry on interview. Full details could be found in the appendix.

Drawing on these questionnaire papers, I separately carried on interviews with Alex and Lucy, asked them the same questions and tidied dialogue contest in order to explore the factors which can influence consumers’ behavior. Full details are shown in the appendix.

3. Data analysis and findings
3.1 Sorting answers into each of the decision-making process steps
| Interviews |Alex |Lucy |
|Steps | | |
|Problem recognition |Upgrading equipment |Being interested in photography after |
| | |seeing beautiful photo work |
|Search for information: | | |
|Internal |Most often used Canon products, have |Having no concept on 5D Mark II, but saw |
| |much experience, dream to buy. |the advertisement and have deep |
| | |impression. |
|External |Getting relevant information from Canon |Schoolmates and friends said 5D Mark II |
| |official website. |is good, good reputation from bbs, also |
| | |compared with others |
|Evaluation of alternatives |Like the function of 5D Mark II, and |Being interested in function of 5D Mark |
| |loyal to Canon this brand. |II, and know a Canon is a famous brand. |
|Outlet selection and product purchase |Determine to purchase without |Purchase, but if there is other voice to |
| |hesitating. |recommend other product, will do |
| | |comparing. |
|Post purchase processes including customer |Satisfied = Expectation. |Satisfied > Expectation |
|satisfaction and consumer loyalty |Willing to consider other Canon |Willing to consider other Canon products.|
| |products. | |

3.2 Comparing the differences between the two interviewees
| |Alex |Lucy |
|In Responses: | | |
|Original intention |Upgrading equipment |Being interested in photography |
|How to know |Public resource |Personal resource |
|Whether to compare |No |Yes |
|Consumption concept |Base on income |Use credit card and payment by |
| | |instalments |
|Whether affected by others |Decision making by himself |Will consider others’ suggest |
|Experience |Plentiful |Green hand |
|In Behavior: | | |
|Getting information |Personal using experience, official |Advisements, bbs |
| |website | |
|Purchasing channel |Entity shop |Online shop |

3.3 Discuss the interviewees’ behavior related to Topic 1 to 4
Consumer behavior refers to a discipline dealing with how and why consumers purchase (or do not purchase) goods and services (Schiffman, 2011). Through this interview, I have some finding:

3.3.1 Consumers prefer known brand
In the interview I know Lucy is a green hand in photography, she never use DSLR before, she choose 5D Mark II just for Canon is a famous brand. Look at the below Figure 1:
[pic]
(Figure 1 source: Schiffman, L, O’Cass, A, Paladino, A, D’Alessandro, S & Bednall, D 2011, Consumer Behaviour; 5th edn, Pearson, Sydney, p.468, Figure 12.6)

Canon for Lucy is a known brand, after her collected information about 5D Mark II, she accepted and then purchased. In the interview, she mentioned that someone suggested other brand product to her, the other brand product is unknown brand for Lucy, and she became indifferent to that brand. And Alex also expressed that he would not take other brand into his consideration.

3.3.2 Influencing factors
Influencing factors include internal influences (perception; learning and memory; motives, personality and emotion; attitudes) and external influences (Demographics and lifestyles, the household, reference groups, social class, culture, values) (Rezabakhsh, et al. 2006). I select some relate to interview to discuss. • Internal influences
1) Perception
Perception is a critical part of the human brain’s information processing system (Quester, et al. 2011). Every piecemeal information people touch in any way may become perception. When the information can be satisfied with demand, it will be ascending to consciousness (Rimmer, 2001). Figure 2 shows information forming process:
[pic]
(Source: textbook)
When Lucy wanted to buy a DSLR, she would image its functions. Through advertisement and friends’ recommendation she paid attention to 5D Mark II, the function introduction in advertisement and highly evaluation from friends formed her deep impression on it. Those made Lucy want to buy a 5D Mark II. When Alex wanted to upgrade his photography equipment, he would expect strong functions about new equipment. He might have a deep memory about 5D Mark II depend on his rich experiences in using Canon product before.

(2)Motives and personality
In the interview, Alex said he like the advanced functions of 5D Mark II, such as water resistance, RAW / JPEG selection made separately. Alex sometimes like take photos in rainy day, so water proof is motivation factor for him. RAW / JPEG selection made separately fit people who only prefer RAW or JPEG, it is the personality factor. Those factors made Alex want to buy 5D Mark II. Those strong functions of 5D Mark II are also motivating Lucy to choose it.

• External influence
1) Reference groups
A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior (Quester, et al. 2011). Figure 3 shows types of groups:
[pic]
(Figure 3 source: textbook)
In the interview, Lucy said her schoolmates and friend affect her purchasing behavior quite a lot. Most of them speak highly of 5D Mark II, based on positive feedback. Lucy did further research in bbs to find information. Alex also said some his photographer friends are all use 5D Mark II, they all confirm that 5D Mark II is good. These positive information from their groups are influence their purchasing decision unconsciously.

2) Value
We do everything influenced by value. In this interview, I found consumption concept is related with consumers’ behavior. Since 5D Mark II has high price about 20,880rmb, two interviewees all think it is worthy to buy, but they have different consumption concept. Alex thought it should depend on purchasing power before making decision, and expressed him would economize in future mouths, he said: "if I cannot afford, I will still insist, such pinch and scrape in continue days". While Lucy looks more easiness, she said: "advancing consumption concept has been very common". Each of them has belief in their purchase, Alex thinks: "people should pay all for dream ", and Lucy thinks: "just keep life alive", thus life attitude sometimes decides insistence in purchasing.

Reference List
B. Rezabakhsh, D. Bornemann, U. Hansen and U. Schrader, 2006, ‘Consumer Power: A Comparison of the Old Economy and the Internet Economy’, Journal of Consumer Policy, Vol.29, pp 56-78

Don Wan, Phil Askey. (2009). Canon EOS 5D Mark II In-depth Review.[online]. http://www.dpreview.com/reviews/canoneos5dmarkii.2009

Quester, P, Pettigrew, S & Hawkins, D, 2011, Consumer Behavior: Implications for Marketing Strategy, 6th edn, McGraw-Hill, Sydney, Australia, Chapter 1.

Quester, P, Pettigrew, S & Hawkins, D, 2011, Consumer Behavior: Implications for Marketing Strategy, 6th edn, McGraw-Hill, Sydney, Australia, Chapter 2.

Quester, P, Pettigrew, S & Hawkins, D, 2011, Consumer Behavior: Implications for Marketing Strategy, 6th edn, McGraw-Hill, Sydney, Australia, Chapter 8.

Quester, P, Pettigrew, S & Hawkins, D, 2011, Consumer Behavior: Implications for Marketing Strategy, 6th edn, McGraw-Hill, Sydney, Australia, Chapter 14.

J. Rimmer (2001), ‘Australia and the Digital Divide’, presentation to Technology in Government Week, 18 October, www.noie.gov. au

Schiffman, L, O’Cass, A, Paladino, A, D’Alessandro, S & Bednall, D 2011, Consumer Behaviour; 5th edn, Pearson, Sydney, p.14

Schiffman, L, O’Cass, A, Paladino, A, D’Alessandro, S & Bednall, D 2011, Consumer Behaviour; 5th edn, Pearson, Sydney, p.468

Appendix

Questionnaire Paper Name: Alex Gender: Male Education: University degree Occupation: Edit Age: 32 Income: 12000rmb Why you want to buy a DSLR？ □ To upgrade the original photographic equipment □ Interested in photography □ Other: How do you know 5D Mark II ? □ Personnel resource (such as family, friends, neighbor, acquaintance ) □ Commerce resource (such as advertisement, salesman, dealer, packing, exhibit) □ Public resource (such as mass media, consumer evaluation organization) □ Experience resource (such as processing, check and use of the product) Did you compare 5D Mark II with other brand congeneric products? □No, I always use Canon product, I am a loyal user. □No, I never use any Canon product, I just like this brand □Yes, I compared other brand congeneric products Which the channel purchases prefer? □ Online store □ Entity shop □ Second-hand camera market Are you satisfied with 5D Mark II ? □ Satisfied, and I will go on purchasing Canon other products □ Satisfied, but if have opportunities I am willing try other brand □ Unsatisfying，but I still like Canon □ Unsatisfying, I will choose other brand next purchase

Questionnaire Paper Name: Lucy Gender: Female Education: Undergraduate student Occupation: Student Age: 22 Income: 2000rmb (living fee) Why you want to buy a DSLR？ □ To upgrade the original photographic equipment □ Interested in photography □ Other: How do you know 5D Mark II ? □ Personnel resource (such as family, friends, neighbor, acquaintance ) □ Commerce resource (such as advertisement, salesman, dealer, packing, exhibit) □ Public resource (such as mass media, consumer evaluation organization) □ Experience resource (such as processing, check and use of the product) Did you compare 5D Mark II with other brand congeneric products? □No, I always use Canon product, I am a loyal user. □No, I never use any Canon product, I just like this brand □Yes, I compared other brand congeneric products Which the channel purchases prefer? □ Online store □ Entity shop □ Second-hand camera market Are you satisfied with 5D Mark II ? □ Satisfied, and I will go on purchasing Canon other products □ Satisfied, but if have opportunities I am willing try other brand □ Unsatisfying，but I still like Canon □ Unsatisfying, I will choose other brand next purchase

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What made you want to buy a DSLR?
Alex: I have been photography enthusiast, I have a photography equipment, but want to upgrade into better.
Lucy: I recently interested in photography and I don’t have equipment. Moreover, I envy those who can make beautiful photos, those photos make me pleasing, so I want to buy one.

There are many DSLRs in market, how do you choose and determine to buy 5D Mark II ?
Alex: I always use Canon product, I think I understand their product and I like Canon very much, from card reader to entry level DSLR, I still use Canon. 5D Mark II is admire in my heart for long, I find much relevant information in Canon official website, much function of 5D Mark II is advanced and exciting, such as RAW / JPEG selection made separately, water resistance 10 mm rain in 3 minutes, much new technology improvement beyond congeneric product. I prefer the water resistance, because I like photograph thing in rain, in order to protect camera I must take rain cover on DSLR, but it is boring to take rain cover, let’s have a suppose, when you see a butterfly flying in the rain, after taking rain cover it would be gone.
Lucy: I am tyro, and I know nothing about DSLRs except know of Canon, Nikon, Pentax these famous brand. Many of my schoolmates said 5D Mark II is good. And I saw the advertisement, I prefer the water resistance, it’s cool. I looked up much photography bbs，they all speak highly of 5D Mark II. Although 5D Mark II is not an entry level DSLR, I want to leave out troublesome about upgrading equipment.

5D Mark II as senior DSLR is very expensive about 20, 880rmb. Did you consider its high price before purchasing? If your income cannot stand the expense, will you still insist, such as hire purchase?
Alex: I usually consider the cost before purchasing, 5D Mark II is worth to buy. If I cannot afford, I will still insist, such pinch and scrape in continue days. I think people should pay all for dream.
Lucy: Of course. As my present deposit, buy 5D Mark II is difficult certainly, but I have credit card, and I recently raised the credit limit, I can repay every mouth. Advancing consumption concept has been very common, just keep life alive.

If some persons in authority tell you 5D Mark II is not good, and recommend you other brand, will you receive?
Alex: Certainly won’t. Everyone has own using prefer, I like Canon.
Lucy: Yes. I’m a tyro, I will follow salted person, some of my friends said 5D Mark II is good, some say not and recommend other product to me. I compared them, and decide to buy 5D Mark II finally for its good function.

Which purchase channel you take? Why?
Alex: Entity shop. It is safety, and can check directly.
Lucy: Online shop. It is cheaper than in entity shop, and free express fees.

Do you satisfied with 5D Mark II after using?
Alex: Of course, as same as my expectation.
Lucy: Yes, beyond my expectation，I will do more practice to improve skill.

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