Digital Camera is a high tech gadget. Not only its development requries complex technology,its useful life span (cycle) seems awkwardly short. This is why consumers' (or treat) value this product different from the others. This primary focus of the research is to identify how consumer behavior is different when facing digital camera. The sample (survery) will be collected in the northern urban cities of Taiwan, like Taipei. In order to segregate the market efficiently, ...... etc, which leads to the following statements. 1. Region does not seem to be a critical factor for (decision making). Due to digital camera short life cycle, consumers are challenged in accustomed to new product. This will not only required more skills/knowledge on the consumer side, better customer service will have to be served by the producer; therefore, (don't understand)