A marketing reseach study on the acceptability of the computer-generated photo output machine among kodak consumers in Metro Manila for Kodak Philippines, Ltd.

• Main Authors: Ching, Anabel, Chua, Ellen Jane, Ng, Wendy Jane, Sy, Rachel
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16840
• Institution: De La Salle University

With the advent of computers and computer-related peripherals, almost any industry today had been putting these technological advancements in service. Kodak, for its part, has come up with its latest photofinishing breakthrough in line with this trend. Such is the computer-generated photo output machine (CGPOM). A combination of photography and digital imaging, this latest innovation enables consumers to manipulate, enhance, improve, edit, and customize images in less than end minutes at the touch of a button. KPL is very enthusiastic about introducing the product to the Filipino consumer. As such, it is in this regard that the company would like to find out the degree of acceptability of the product among its current consumers in Metro Manila, thus the purpose of this study. The study made use of exploratory research to determine the effect of educational attainment on the acceptability of the CGPOM in terms of product features and perceived price. Minor objectives of the study included an analysis of the behavior, needs, and preferences of the consumers as regards photo prints, with the purpose of relating the same to the product features of the CGPOM. Pertinent data were obtained through primary and secondary sources, which included surveys and interviews for the former, and library research on published and printed material on photography, photofinishing, consumer behavior, and digital imaging for the latter. The consumer surveys were done at forty randomly selected Kodak Express outlets in Metro Manila. A total of four hundred respondents were surveyed. Multi-stage sampling was employed to arrive at the list of Kodak Express outlets where the survey proper was conducted. After an in-depth analysis, the study was able to conclude that: (a) educational attainment has no effect on the acceptability of the CGPOM based on the enlargement and enhancement features of the product, while there is a relationship between educational attainment and the acceptability of the product based on other the features such as fancy background, creative border lines, combination of two or more pictures in one frame, and personalize and (b) educational attainment has an effect on the perceived price of the services offered by the CGPOM. Given the degree of acceptability, the researchers have come up with recommendations in line with the problems and objectives of the study. Plans on the aspects of advertising, promotions, and location have been prepared for the actual marketing of the product. It was suggested that KPL should be able to educate the consumers as regards the technology behind the CGPOM for them to be aware and to be comfortable with the product. Given that consumers are usually hesitant to try out a new technology, KPL should induce trial through promotional gimmicks which would give the consumers the chance to avail of the services of the CGPOM for free. And last, KPL should consider installing the CGPOM in strategically located places, preferably malls, to increase the visibility of the product.