Technology Acceptance and Adoption of Security Surveillance Systems
Authors:   Professor, Marketing and an Avid Researcher in Agribusiness, Agriculture Marketing and Consumer Behavior., Poongodi* B. , Krishnan Navaneetha ,   Credit Relationship Manager, HDB Financial Services, Coimbatore.
Published: October 2019

The popularity of security cameras have increased in the last decade and due to the advancement of technology and its need is becoming more and more important due to the increasing crime and theft. The installation of surveillance systems gives home owners and business owners a peace of mind. Though organisations have adopted ICT, very few have adopted any security technologies to secure their infrastructures. It’s crucial for the manufacturers to understand the real customer needs with respect to high technology oriented product offers. Thus this study has focused on the customer buying behaviour towards security surveillance system. The factors which are influenced towards buying the camera with special preference towards the technological factors are generally considered towards buying a security surveillance camera. This research is based on Technology Acceptance Model proposed by Bagozzi, R.P in 2007. The study has included various factors that influence the purchase decision and adoption of new technology i.e. setting up security surveillance systems across different types of customers in the city of Coimbatore in South India. The potential institutional buyers that include Schools, Colleges, Construction Contractors, Restaurants and Showrooms were identified which is the population. In this study the researchers have basically focused on the Safety factor of CCTV camera and the influencing parameter for purchasing of CCTV camera. To analyze all the data, different techniques has been used like Percentage Analysis, one-way ANOVA, chi-square test, Correlation and Exploratory factor analysis. IBM SPSS software package has been employed for statistical analysis. Research Approach: The study is a descriptive research which collected data from the past happening without manipulating or intervening in the study environment. The current status of use and awareness of the security surveillance systems were studied with the identified parameters as it existed. The survey was done in randomly chosen areas from Coimbatore – Tirupur Composite Districts. The survey was done with the institutional buyers with purposive sampling that covered Pollachi, Tirupur, Mettupalayam and Coimbatore city. The proprietors of the institutions or the in-charge of purchase department in organizations and institutes that included schools, colleges, hospitals, construction buildings, office buildings, shopping complexes, etc. formed the population. The researchers devised a questionnaire based on the literature survey. The scales were framed and fine-tuned keeping the objectives of research in mind. The scales developed were checked through a pilot survey before the start of the main survey for its reliability. The Cronbach alpha value is 0.712 and thus the scales developed are reliable. The researchers enumerated the data from the respondents using the questionnaire method that collected primary data. Around 300 respondents were chosen. A purposive sample of 300 institutions, builders, restaurants and showrooms in Coimbatore district was selected and a primary data was collected through direct filling of questionnaire by the respondents. The sampling method used was non-probability sampling method. The technique used in this research was purposive sampling. For this study, the data collection was done by with the intention of the respondent being a prospective buyer. The elements in the sample included educational institutions, hotels, showrooms and builders in and around Coimbatore and Tirupur Cities. A Structured questionnaire was designed and using that questionnaire data was collected from the respondents. Findings: Hikvision is the Brand which was mostly used by the customers. Next to that CP Plus and Doha Comes in to 2nd and 3rd position. It is evident from the analysis that camera resolution is the most influencing parameter while purchasing the surveillance camera. Next to the Brand, Price was the influencing parameter towards purchasing the camera. The usefulness of AHD system is normally distributed. Hence the Average customer rating is 3. The usefulness of IP system is more than the AHD type system since the most of the customer rated 4 and 5. The Influencing Parameter and expectation towards the memory capacity of the camera are dependent on Sector in which the company operates. It was also found that the expectation towards the life cycle of the camera and expectation toward the price of the camera are also dependent on sector in which the Company operates. Correlation Analysis has revealed that preference on the power saving variable is not associated with the preference on innovativeness of the product. There is positive correlation between the Safety factor and the Crime reduction factor. The customers those who feel safe and protected are also feel crime can be reduced. Value: There is positive correlation between warrantee factor and the established integrator. The customer prefers to buying from established integrator are also preferring warrantee feature of the product. There are always general expectations from the clients which is common irrespective of the industry type.