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Consumer Behaviour: The Needs And Motivation Of Degital Camera
 
Term of reference
Back ground
People always want to keep the prefect moments in their lives. So they invented cameras that the earliest invention which can help people to do that. Nowadays cameras have become a part of people¡¯s lives. Most of families own at least one camera. Wherever there is a party, a picnic, a wedding or something else, we use a camera to save the memories. With the development of technology, there is a new kind of camera which becomes a fashion all over the word. It named digital camera which is short for DC. Digital cameras are different form the traditional cameras.  The biggest differentiation between the two cameras are digital cameras do not need films whilst tradition camera need. Compare with tradition camera, digital camera has more advantages for ordinary consumer than disadvantages. But people use the tradition cameras for more than 150 years, will they easily to accept the new camera? How to motivate consumer to buy digital cameras? Can the marketers create such a need to them? For this article, I would discuss the need and motivation of consumers, and show the answer about the questions above.  

Needs & Motivation
+Marking a test with lots of questions about digital camera to show that what consumers¡¯ need is, what they want and what motivation cause they to own a digital camera.
+Analysing outcomes of the test and summarize it with some theories of need and motivation.
+Understanding people¡¯s behaviours and combine them with digital cameras.
+Analysing the digital cameras¡¯ market and find out some strategies of motivation.
+pointing out some shortages of digital cameras when compare with traditional ones and gives some advices.

Executive Summary of Main Points and Recommendations
 
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