A Marketing research study on brand association for Kodak Philippines, Limited

• Main Authors: Chua, Eugene A., Chua, Melissa O., Niguidula, Coleen Grace V., Reyes, Rosalie Anne Carissa V., Tee Ten, Nathalie Q.
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16846
• Institution: De La Salle University

One of the biggest film dealers of Kodak is Kameraworld. It has many outlets strategically located in key cities all over the Philippines. It carries various film brands, photographic equipment, and operates its independent photo processing labs. In effect, although it is one of Kodak's biggest customers, it has also become a strong competitor to franchised Kodak Express labs. Kameraworld has successfully grown through the years with the help of Kodak. At this point in time, Kodak would like to know if consumers patronize Kameraworld because of its affiliation with Kodak. Therefore, this study aims to determine if there is a strong association of Kameraworld with Kodak. This study also wants to find out the usage, attitudes, and image of consumers regarding photo processing centers, specifically, Kameraworld. Data for this study were gathered through survey, interviews, research, and observation. The survey involved 202 respondents from seven different areas namely: San Pedro and Biñan, Laguna, Greenbelt, SM North Edsa, SM Megamall, Robinson's Galleria, and Ali Mall. This research is a conclusive type of study, specifically a descriptive one. The group made use of a structured, non-disguised type of questionnaire. The variables analyzed were usage pattern, attitudes, and perception of consumers regarding photo processing, specifically Kameraworld in relation to Kodak. The theoretical framework used is that of Newman, Logan and Hegarty's Key Actor Analysis. Kodak's power relative to the key actor, Kameraworld, and benefits of cooperating with them, is assessed to determine the right strategy to use in dealing with them in the future. After analyzing all the data gathered, the study was able to show a strong association of Kameraworld to Kodak. Many perceive the two as belonging to the same mother company or as being one and the same. This association influences majority of Kameraworld customers in their decision to go there, and a significant number would no longer patronize Kameraworld should they sever their ties with Kodak. The group recommends that Kodak pursue a mutually beneficial relationship with Kameraworld. However, should Kameraworld refuse to collaborate and adhere to Kodak's standards, Kodak should exert its power and set its own terms. In any case, Kodak should implement plans to establish Kodak Express as the market leader in the photo processing industry.