Study: Brand Loyalty Diminishes As Choice Increases

Research by J.D. Power and Associates says only 26% of digital camera buyers will buy the same brand in the future, down from 35% last year.

This is due mainly to product parity – meaning many brands are offering the same feature sets – and the increasing number of choices in the market, the study said. It also noted that consumers are now doing more research before buying any digital camera, increasingly turning to third-party sources of information and independent reviews to find out if a camera fits their own particular need.

“91% of all digital camera buyers report doing some type of research prior to purchasing a new camera,” according to the research.

The J.D. Power and Associates 2006 Digital Camera Satisfaction Study also indicated that overall customer satisfaction has declined to 805 points (on a 1,000-point scale) in 2006, down from 816 points in 2005.


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