BY:

GROUP- 6

ANKIT
DEEPALI
PRABHA
KAR
PRAGYA

ACKNOWLEDGEMENT
The satisfaction that comes through the successful completion of any task would be incomplete
without mentioning the names of people who made it possible, because success is the epitome of
hard work & guidance. So with gratitude, I acknowledge all those guidance and encouragement
that served as a beacon of light and crowned our group efforts with success so far. I avail this
opportunity to express sincere thanks to our consumer behavior faculty Prof. GK MURTHY.
All the members of our group are grateful for his support and suggestion which helped our group
in successful completion of this report and to have thorough knowledge of our product GoPro
High Action Cameras.
GROUP-6
DEEPALI
PRABHAKR
PRAGYA
ANKIT

CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 2

TABLE OF CONTENTS
ACKNOWLEDGEMENT.........................................................................................2
INTRODUCTION.....................................................................................................4
MARKET SEGMENTATION...................................................................................4
PRODUCT POSITION.............................................................................................6
PRICING...................................................................................................................8
PROMOTION.........................................................................................................10
PRODUCT..............................................................................................................12
REFERENCES........................................................................................................14

CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 3

INTRODUCTION
GoPro was founded in 2002 by Nicholas woodman. GoPro is an American cooperation that sells
high definition cameras often used in extreme action videography. Go pro is the maker and
creator of the worlds most versatile camera enabling its users to share their most passionate
moments. In 2004, the company sold its first camera system, which used 35 mm film Digital still
and video camera were later introduced.
Go pro has built a ritualistic fan base in sports enthusiast, professional athletes and media
production professionals go pro professional line of wearable and gear mountable cameras are
used more collectively as compared to any other camera in market today the most innovative
camera
On March 30, 2011, GoPro acquired CineForm. The acquisition included the CineForm
444 video codec, used in the film Slumdog Millionaire.
Some exciting features of GoPro high action camera includes

4K ultra HD resolution
Shooting photos at with 12MP at 30 frames per second video
It has a super wide angled lens that operates efficiently in low light mode
Built in Wi-Fi with remote.
The lightweight and design of the HD Hero 3+ makes it easy to take anywhere.
The camera interphase is simple for the user to negotiate.
Attachments are versatile and customizable and free editing software is provided by
GoPro for those who want to edit their media footage.

MARKET SEGMENTATION
EXTERNAL INFLUENCES
Go pro is best suited for both males and females as it is targeting youth so it is catering to the
needs of both males and females. In this fast changing world females are also foraying into
adventure sports like scuba diving also they are spending more on social site as compared to
male they are uploading their adventure videos to show that they are not far behind male so go
pro is appropriate for both male and female
Subcultures do affect consumption of our product like if we market are our product in USA
Africa will consume our product more than north America as they are continuously endeavoring
towards adventure sports they are fascinated to show the world that they dont have inferior
complex they are more involved than north Americans posing videos and capturing moments

CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 4

Demographics do affect our consumption of our product. Like mostly youth will be our target
customers also go pro is a high definition camera so people earning good amount of salary will
be affected also mostly educated people will be our buyer so they will be full acquainted what
HD camera does and how it is useful.
Our product will be for upper middle class group our product will be sports environment
adventure loving people also students who are sports lover and want to capture moments they
spent along with friends also professional young women can also buy the product such as when
they are on tour vacation spend time with family fiends etc.

INTERNAL INFLUENCES
For young generations it will defiantly satisfy the need of capturing moments in order to have a
vivid memory they can cherish in future. For young segment it will help in capturing moments of
upbringing their emotions attracted there and moments of togetherness will also satisfy need of
older married couples as they would also wanting to capture moments expressions reactions &
cute behaviors of their grandchildren when they are away from their home.
Our product is for anyone who want good quality camera as already discussed adventure sport
enthusiasts hippies or non conformist person will be attracted & fascinated with product.
Researchers have suggested that emotions have three basic dimensions which are pleasure
arousal and dominance. Since our product is electronic item which ahs emotions like interest,
activation, involvement, surgency. So these types of emotions have the dimensions have arousal.
Since a high action camera is bought by attentive people who are very curious and also very
playful. So GoPro has the arousal dimension.

SITUATIONAL INFLUENCE
To some extent or product is appropriate for usage situation because using these situation camera
makers can communicate how their product creates consumer satisfaction as in this case high
action cameras they can show the advertisement of how the camera performs in the high action
sports and also under water diving which will clearly justify its usage situation. This strategy can
produce major sales gain. The goal is to get consumers more attuned to the various usage
situations.

DECISION PROCESS INFLUENCE

Yes the youth generally go for lexicography technique i.e. evaluating on the basis of comparing
on the various attributes of the camera of go pro with the other brand but in case of more
matured who are above the age of 30 they may also go consulting reference group before
purchasing the product.

CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 5

PRODUCT POSITION
INTERNAL INFLUENCES
The general semantic memory structure can be depicted by representing it diagrammatically
showing the schema of GoPro high action cameras in minds of the consumers.

CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 6

bfrlctpga
hosm
edsloriukycaph
rcuvagyfoih
idrhtnukbfep
ocam
stln
ardeopbgim
opiasnrdlt
321m
giajc0lhedu
rtxas1lukzid
c5kenivo
am
ikergn
rgns
lm
atgl
ino
on
n
a
i
r
CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 7

PRICING
EXTERNAL INFLUENCES
Price varies from 159.9$ to 329 $
Yes, keeping in mind the target consumers this product is affordable for them as mainly sports
enthusiasts are the one who are buying this product. So we can clearly infer that they have the
purchasing power to buy this product because people who are going for scuba diving and such
type of sports are above middle class income
Also it is not necessary to lower the price to ensure diffusion because high action cameras have
very high quality lenses which could even be used in 15 feet under the water. So if we lower the
price of the high action cameras that could affect the quality of the lenses which could further
result in bad quality video videos. Also quality of HD video recording will also be affected if
quality of the lenses degrades. So it is not necessary to lower the price.
Chief earning member in the family and the person who are tech savvy are the ones who evaluate
the product and do the decision making.

INTERNAL INFLUENCES
No, price cant be perceived as status for this type of product because the target segment for
these types of product is those people who really like adventure sports. So high action cameras
are a basic need for them because without this camera they wont be able to record their activity
also these type of cameras are need in skating sports events without these type of cameras these
type of sports activity cant be recorded so we can clearly infer that this type of camera is a basic
need for extreme sports vent lovers so it cant show anything about status specially its pricing.
The segments perception about pricing of go pro cameras is reasonable because as I mentioned
earlier the lenses of these cameras is very high quality lenses so any customer of extreme sports
enthusiasts wont compromise on quality of these type of cameras. So they can even go high
pricing for this type of cameras so due to this perception I think the price is reasonable for them.

DECISION PROCESS FACTORS

Yes price is an important evaluation criterion for high action cameras because sports enthusiasts
people have the perception that the higher the price the more good quality lense will be there and
also the specifications would be much better for the higher priced cameras. Since for the
electronics goods people think at higher price they will get much better configuration. Therefore

CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 8

high action cameras are likely serve the surrogate indicator of quality for those consumers of the
product who lack the knowledge of technical specifications.
In general surrogate indicators operate more strongly when consumers lack the expertise to make
the informed judgments on their own. So the consumers use price warranty brand or country of
origin to evaluate

DISTRIBUTION STRATEGY
The segment of the consumers is risk taking and security. This value relates to tolerance for
ambiguity and uncertainty avoidance. Reliance on brand name are affected by this value so we
can infer from this that for high action cameras go pro is widely accepted brand. No there is no
need for any separate distribution channel for males and females. Only thing is that Outlets of go
pro should be both in the form of brick and mortar as most of them will test the specification and
attributes however young generation who just want to show that they posses go pro camera its
about status symbol they can go to e-retailer for camera however various customers still apply
for high end or premium variant will opt for brick and mortar
Yes it can capitalize on reference groups up to some extent as it is a electronic product so the
customer in his circle of friends can get the information about distribution channel and also about
the specification of the product i.e. go pro high action cameras. No there is no need to have high
service channel.

INTERNAL INFLUENCES
For working class people retail outlets is more favorable because they can get the trials for the
product and also seek some information about the product from the salesman because that gives
them the satisfaction. But for the youth these things dont matter because they have a perception
that they already know about the technological specifications so they dont need any advice.
Buying go pro action cameras reflects cognitive component as cognitive component Cleary
reflects consumers belief about certain object as already mentioned above whenever anyone
thinks of go pro they think of high action cameras so it clearly reflects cognitive component.
Also after the purchase of the product especially the youth segment exhibit behavioral
component which is an attitude in which ones tendency to respond in a certain manner toward an
activity or object. Because after the purchase they have the tendency to recommend to other
people to buy it or not. The distribution system will remain same.
DECISION PROCESS FACTORS
Evoked set includes those brands and products one will evaluate for the consumption of a
particular brand. So for our product we have both online and e-retail outlets.ye the consumers
will seek information in both retail outlets and also in online retail outlets.
CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 9

For evaluation we shall use lexicographic decision rule which requires the consumer to rank the
criteria in order of the importance the consumer than selects the brand that performs best on the
most important attribute if two or more brand tie on this attribute they are evaluated on second
most important attribute. This continues through the attribute until one brand outperforms the
other. For electronic items such as phones and cameras consumers generally do these things so
lexicography is a technique that we shall apply.

PROMOTION
EXTERNAL INFLUENCES
The values that the segment of this product high action cameras hold is active/passive. GoPro
high action cameras have large penetration in America Australia and New Zealand but highest in
America. Therefore Americans continue to value an active approach to life. We can also take an
example that alternative activities like surfing the net sports cooking and gardening are popular.
Therefore active values are exhibited by the segments of go pro high action camera.
For communicating to our chosen segment in a manner consistent with the emerging gender role
perception. Men and women consume different media and use the same media differently. For
example in social media information is more prominent goal for men 36% and 28%. While
finding coupons and promotions is more prominent goal for women. Since women are quite
diverse as a group markets should also consider such factor as ethnicity age income and status
differences while designing marketing communications. So inferring to all these points the
company go pro should consider the differences in loyalty brand switching coupon usage
shopping styles for consistently communicating with the emerging gender role perception. Also
being able to have a voice in resolution process is much important for women than men. Apart
from that in service failure men focus on problem and women on how the process is solved.
We can use the reference groups for advertising by featuring them in the ads and also showing
their own videos which they would have recorded in their past of their thrilling experiences also
they could lead to word of mouth communications which could help in generating more
customer base for go pro high action cameras.
The chief earning person in the family and also tech savvy people should receive the type of
information concerning the product because they are the ones who are deciding the purchase of
the product also the opinion of tech savvy people are also necessary because they have the
knowledge of technical specification and as our product is electronic item therefore opinion of
tech savvy will be quite significant.
Promotion campaign of go pro should be designed in such a way so that it can entice consumer
especially youth adventurous. It has used sponsoring sports events techniques with utmost skill.
Many sports events like car racing are being liked by youngster nowadays and they tend to share
CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 10

videos of such nerve racking adventurous sports. Even there is 13 million reviews of its
promotional video in 1 month on YouTube also its camera are being appreciated among
filmmakers and journalist nowadays its campaign is also targeting young parents. Also go pro
has shown its presence in Olympics Athens even former Sket Boarder Ryan Seeker has
endorsed this brand.

INTERNAL FACTORS
Yes we have structured our promotional campaign so that each segment will be exposed. Even
the tag line of the company is very unique i.e. Be a Hero. It distinguishes person from crowd it
appeals to the customer so tagline itself simplifies the important brand personality i.e. hero also
slogan wear it mount it love it which lays emphasis on the use of the camera it signifies that
camera is very handy and you can keep it anywhere without worrying for your moments to be
captured. As most of the customers would be youth adventure so our message of be a hero relates
to them and hence it can act as a motive to purchase the go pro head also as youth and adventure
guys are very sporty and spontaneous thus they dont like sophisticated handling their device so
the slogan wear it mount it love it will signify that you can keep the camera anywhere as per
your choice also given so much advantage of having a go pro brand camera will solve the
motivational conflict. We are focusing on certain emotions like thrill adventure non conformist &
gadgets fans in our campaigns so we can say that we are considering emotional implication. Also
as our new target is young family professionals women so clicking moments of their child we
have exhibited our associations with sports through sponsoring events also they have contested
photo shootout which is shooting of our adventurous videos but no least ramping visibility on
social site.

DECESION PROCESS INFLUENCES

In our product go pro high action cameras the company may attempt to influence the desired
influence the desired state by its marketing efforts. They often advertise the benefits of the high
action cameras hoping that these benefits will become desired by consumers. It is also possible to
influence perception of the existing state through advertisements. Many personal care social
products take this approach.
In our point of view selective problem recognition should be generated because it involves
discrepancy that only one brand can solve. Firms attempt to cause selective problem recognition
to gain or maintain market share, whereas increasing generic problem recognition generally
results in expansion of total market.
Yes the consumers may look to seek out information of high action cameras before problem
recognition. Because people who are going for extreme sports before buying the cameras study
the technological specifications specially about the quality of the lenses. Because they need to
record those high thrilling moments of their life.
CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 11

The sources of information for these high action cameras are independent sources which includes
consumer groups and magazines. And the other is marketing sources which include websites and
advertising. Types of information that are required during purchases are like the quality of lenses
used whether the recording is HD or not. Also from home website of go pro each and every
information of all the variants of high action cameras are available. So sufficient information is
given about the product. The slogan also speaks BE A HERO which is in a way attracting
consumers for repeat purchases so that they become brand loyal.

PRODUCT
EXTERNAL INFLUENCES
Our product is designed well for its target segment. As the product is for both young,
adventurous male and female it is also designed accordingly. Even being a highly technical and
innovative product it very user friendly. With its user-friendly modes like QuikCapture,
SuperView and Auto Low Light, with the press of a single button it is much easier achieve
professional-quality results even without having professional expertise. Also as characteristic of
target market is tech-savvy and active social network user the product come with the facility to
share with friends on Face book, Instagram, Pinterest, Twitter, Vimeo and YouTube. Some more
feature like Time Lapse mode which automatically captures a photo every half-second. It is great
for gear-mounted shots when the shutter button is out of reach. Burst mode shoots up to 5 photos
in one secondperfect for fast-action sequences. Its designed to withstand dirt, sand, and water
making it handier. Also most of its product like HERO is super small, ultra portable so that it can
slip in mens pocket or ladies handbags to take carry it anywhere.

INTERNAL INFLUNCE
The product satisfy the key purchase motive basically manifest motive of the customers as they
know that the product show them trendy, daring, up-to-date, spirited, tough. Also the product is
perceived in a manner consistent with the desired image as it fulfill the Maslows hierarchy of
need for love & belonging, self - esteem need and self- actualization.

SITUATIONAL INFLUNCE
The customer buying behavior for our product is affected by usage situations. The usages
situations like aviation, surfing, wakeboarding, snowboarding, skydiving, rock climbing, skating
etc.

DECISION PROCESS INFLUNCE

Although the product is having a dominating market share but in future it
may be receiving a tough competition based on its pricing criteria from a
CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 12

Chinese company called Xiaomi, known for its popular smart phones. It
launched a new product in camera segment called the Yi Action Camera with
the aims to become the GoPro of China while costing just a fraction of the
price. But the company is having a strong hold in innovation, even the Fast
Company recognizes GoPro as one of 50 most innovative companies of 2014.
Thus the companys product is performing as well as even better than
expected by this segment.

CUSTOMER SATISFACTION AND COMMITMENT

Our product is a value for money product. It is self- satisfactory market segment as with our
product customers are even able to capture the rare moments by enabling people to self-capture
engaging. They are able to capture, manage, share and enjoy meaningful life experiences. Even
the quality and volume of the shared pictures and video coupled with customers enthusiasm for
the brand, virally drives awareness and demand for the products. Consumers are connected
through Hero Community. Also excellent provision are there for dissatisfied customers if at any
time within 30 days of receiving the product, customers are not 100% satisfied, they may return
it for a refund. No questions will be asked to them.

CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 13

REFERENCES
Del I. Hawkins Consumer behavior. New Delhi: McGraw Hill Education
http://investor.gopro.com/releasedetail.cfm?releaseid=874479

https://jacobmgao.files.wordpress.com/2014/05/gopro-campaign-and-pitch.pdf

CONSUMER BEHAVIOR PROJECT (GoPro- High Action Camera)

Page 14