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I. Executive Summary
The purpose of this report is to develop an understanding of how the digital camera industry operates in today’s society as well as several factors, which influence consumer behaviour in the buying process. This report uses Canon Inc as an illustration along with the discussion of each topic.

Firstly, this report will discuss the background and size of the digital camera industry. The digital camera industry is getting bigger with the technological advancements in society today. Marketers thus need to be aware of the needs of consumers in order to cater to specific target groups as also gain a competitive advantage. The company’s competitors and external environment are discussed for a deeper understanding of the factors influencing the company’s operations.

This report also describes the industry’s segmentation in general and will look at the two types of segmentation with digital camera market, which are demographic variables. However, main......

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Approximate Word Count: 3579
Approximate Pages: 15 (250 words per double-spaced page)

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