A study of factor influencing the purchase of mirrorless cameras by Thai Generation Y

This study is a contemporary topic in applied marketing, which focuses on technological issues. At present, there are numerous brands of digital cameras users who presently use mirrorless cameras instead of DSLR cameras however there is no existing study that can explain why digital camera users purchase mirrorless cameras especially the group identified as Thai Generation Y which is the largest customer segment in Thailand. Therefore, the purpose of this study is to explore and identify factors influencing the purchases of mirrorless cameras from Thai Generation Y by conducting exploratory research on buyer preferences. The methods that the researcher used to gather data are secondary research and in-depth interviews. In addition, the researcher used convenient sampling to recruit twenty-two respondents. In addition, there are three main objectives of this study. The first objective is to identify the segmentations of Thai Generation Y that are mirrorless camera users. The second objective is to explore Thai generation Y mirrorless camera buying process and the last main objective of this study is to identify proper marketing strategies for mirrorless camera brands.The research used five key principles from the lecture of (Miller, 2018) to analyze and interpret qualitative data.There are three major findings that emerge from the analysis. Firstly, there are four segments of mirrorless camera users, which are professional photographers, professional videographers, photography enthusiasts, and amateur photographers. Secondly, image quality is the common attribute that professionals and photography enthusiast use to evaluate when they choose to purchase mirrorless cameras. Thirdly, mirrorless cameras companies should focus on improving mirroless cameras autofocus tracking, touchscreen and menu systems so as to increase the cameras performance and gain future customer satisfaction.This study is important to marketing managers and mirrorless cameras companies because they can use these findings from the study to improve their products and marketing strategies to entice more Thai Generation Y future users.

本研究属于应用营销学领域的当代热点议题，聚焦技术相关问题。当前，已有大量数码相机用户转而使用无反相机（mirrorless camera）而非数码单反相机（DSLR），但目前尚无研究能够阐释数码相机用户选择无反相机的动因，针对泰国最大的消费群体——泰国Y世代（Generation Y）的相关研究更是空白。有鉴于此，本研究旨在通过针对买家偏好的探索性研究，探究并明确影响泰国Y世代群体选购无反相机的核心因素。本研究的数据收集方法包括二手资料研究与深度访谈，此外采用便利抽样法招募了22名受访者。本研究共设定三大核心目标：其一，明确泰国Y世代无反相机用户的细分群体；其二，探究泰国Y世代群体的无反相机购买决策流程；其三，为无反相机品牌制定适配的营销策略。本研究借鉴Miller（2018）提出的五项核心原则，对定性数据开展分析与阐释。分析结果共得出三项核心发现：其一，泰国Y世代无反相机用户可划分为四大群体，分别为专业摄影师、专业摄像师、摄影爱好者与业余摄影爱好者；其二，成像质量是专业摄影师与摄影爱好者选购无反相机时共同考量的核心指标；其三，无反相机品牌应重点优化自动对焦追踪、触控屏与菜单系统，以提升相机性能并提升未来用户的满意度。本研究成果对营销管理者与无反相机品牌厂商具有重要参考价值，相关主体可依托本研究结论优化产品与营销策略，以吸引更多泰国Y世代潜在用户。