FanJ Summary - A Choices3 Analysis of Nikon Digital Camera...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
A Choices3 Analysis of Nikon Digital Camera Buyer Executive Summary Fan Jiang April 6, 2011
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
A Choices3 Analysis of Nikon Digital Camera Buyer Executive Summary Nikon is aiming at expanding its market share by strengthening its product positioning. A research was conducted to better understand the demographics, psychographics, media usage, and product usage features of current Nikon users. Therefore, feasible managerial suggestions could be deliberated according to the data analysis and could improve reposition as well as identify target customers. In order to build a profile of Nikon users, the researchers used Simmons Choice 3 Database and analyzed data of the US population in 2007. Data mining was utilized to understand the relationships between four categories and Nikon users’ characteristics. After digging into the demographic information, behaviors and attitudes, the researchers concluded the most distinct features of Nikon buyers in the results. Firstly, in demographic category, Nikon users have relatively high education level and high annual
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/16/2012 for the course MKT 890 taught by Professor Dalewilson during the Spring '11 term at Michigan State University.

Page1 / 2

FanJ Summary - A Choices3 Analysis of Nikon Digital Camera...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online