INTRODUCTION
Product overview
The Canon EOS 600D is an 18.0 megapixel digital single-lens reflex camera, released by Canon on 7 February 2011. It is known as the EOS Kiss X5 in Japan and the EOS Rebel T3i in the Americas. I was one of those who are thinking about getting the very first Digital Single Lens Reflex (DSLR) Camera, when I first laid my eyes on the Canon Kiss X5. At the time, there were only basic features of the product that I could access, based on limited knowledge about technical terms and shooting capacity in Photography. The Canon Kiss X5 is the newest in the Rebel series of cameras that have been produced by Canon, in order to satisfy the demand for great cameras by amateur customers.
First we are going to examine the quality of the photos that can be taken. With a DSLR Camera, the quality of images stands beyond the concept of “mega pixels” (often boast about 7 to 10 for regular point shot digital cameras). We can be able to take photos in all lighting conditions with an ISO rating up to 6400 which is expandable to ISO 12800. The camera can also capture video with 1920 x 1080 full HD, is something that lots regular camcorders cannot claim to be able to do. So what makes the gear outstanding among its ancestors (with the same sensor system as the previous model Canon Kiss X4)? Perhaps it is because of the additional new features that can reveal creativity and facilitate the use of customer. By using Basic+, it provides settings whereby we can shoot by ambience or by lighting effect. When ambience is chosen, the camera makes adjustments to settings like sharpness, contrast, and saturation to give a more ambient effect. The strength of the effect can be dialed up or down to our own preference. The setting makes it easy to manipulate the white balance within the camera, giving a very creative look. Another creative addition to the Canon Kiss X5 is Creative Filters. There are filters that can be applied to the image after the shot is taken (this is one of my most favorite features since I am a beginner and barely know about the image editing process), making the photography experience more fun. The creative filters include: * Soft focus – a dreamy effect that would work well with things like people in a romantic setting. * Miniature – this setting gives the subjects of your photo a doll-house appearance by changing the perspective and proportion of the subjects. * Grainy Black and White – the effect is very trendy right now, adding drama, grit, and hard edges to the subjects * Toy Camera – this effect makes the image look like it was taken with a vintage child’s camera. It is quite popular with professional photographers. * Fish Eye – as the name implies, the fish eye effect distorts the subject with a kind of convex lens appearance without the use of any special, expensive lenses. (Source: http://canonrebelt3i600d.com/)
A more detailed outlook on the camera will be attached in the appendix 1 of this report.
Reason of purchase

Before going through the typical analysis of decision making process, there are several initial factors that motivated me to purchase the product. The reasons are made up by internal and external / subjective and objective evaluations, which are divided by two big categories: The need of upgrading to a DSLR from a point and shoot model; and the reason why I choose Canon (precisely Kiss X5) instead of other brands to discover a new journey of advanced photography. First, it is the interest in this field of art and the need of upgrading image quality which have pushed me to seek a DSLR camera. The size of the image sensor in a point and shoot camera is quite small compared to the APS-C sensor of the Canon Rebel (pre professional). Even though the pixel count may be close, the size of the sensor has everything to do with the quality of the final image. Digital SLR images are far superior to point and shoot images. Second, the lens is as important as the camera when it comes to image quality. By using a DSLR, I would be able to change lenses and select within a wide range of lenses available for Canon Rebel T3i (Kiss X5). Compare with its main competitors Nikon and Pentax, etc…Canon’s price of DSLR camera is relatively lower.
Personally, I believed that the ever-increasing of social media networks, especially Facebook, provide a great opportunity for people, with common enthusiastic passion, sharing photos and every artful moment to the public or intimate friends’ audience, thus has encouraged me to get a better camera. Furthermore, since I am now a foreign student in Japan, having a part-time job which can provide me extra savings more than 10000 Japanese Yen (JPN) per month, I was highly motivated to “invest” in a product that is worth enough and, of course, originally purely made in Japan. I didn’t expect a very professional camera, due to limited budget as a student and the low-level of knowledge in Photography, thus the creative design and the affordable cost of Canon Kiss X5 has made up my final buying decision.
In summary, the previous reasons are my basic assumptions for purchasing the camera. The upcoming section will analyze the whole process of my decision making.

DECISION MAKING STAGE BY STAGE ANALYSIS
Environment
First and foremost, we will now examine the relevant environment involved in my purchase decision making process. In this early stage, I was still confusing between buying the product in the actual store or issuing it through an online shopping website. Thus, I decided first to go to the electronic store nearby to check the performance as well as information and pricing of the camera, and then compare with the available price on Internet. Throughout tremendous considerations, regarding the price, the shipping cost, customers’ ratings, I finally decided to get the camera through a Japanese specialized electric appliances called Kakaku (http://kakaku.co,jp). The environmental influences that the website brought to me are a clear and smart layout, easy to access. The main page consist of products classified by categories (camera, MP3 players, TVs, etc.) with duo language of key terms (English and Japanese). The search bar appearing in front of the main page shows results according to level of rankings by customers. Unlike other online markets (Amazon, Rakuten) the Kakaku website gave me the impression (actually a matter of fact) that it only specialized in selling electric products with the most appropriated price and wide range of items within Japan. The online store gave me more interactions with many other online customers by discussing and observing their reviews of the products, as well as re-determines my intention of buying the camera by the ranking system. In short, by choosing an online store, my decision making is more influent by social stimuli rather than physical stimuli.
Interpretation processes
We will continue consider the interpretation process, a key cognitive process of consumers’ cognition. According to the textbook, interpretation involves “interactions between knowledge in memory and information from the environment. The incoming environmental information activates relevant knowledge in memory, which can be either schema or script knowledge structures”. In my situation, the exposure to marketing information of the Canon Kiss X5 can be considered as intentional, goal-directed search behavior. Before buying the camera, I already examine the real market, read product evaluations on other Internet sites and photography magazines, I have also asked my friend who are using DSLR camera for advice which brand to buy and most of them recommended me the latest Rebel model of Canon. However, I was quite confident with my knowledge about the product that I barely have much motivation to engage in an extensive search for information. Putting one step backwards, the reason why I choose Kiss X5model is in fact an accidental exposure by suffering on Internet to choose the most appropriated camera, though it is still selective by only using the keyword “Canon” to minimize and encase the wide market. This step can be evaluated more in the next section of Attention and Comprehension analysis.
Attention
In this step, I selectively observed conversations of the online salespersons with their customers to the product and its others models as well. Throughout a long process of consciously reading and evaluating, I could finally move from “preconscious” to “focal” attention to the Canon Kiss X5. “Attention shades off into comprehension”.
Comprehension \