Research on identifying market for photography services

7/27/2019 Research on identifying market for photography services

1/42

PROJECT REPORT ON

A STUDY TO IDENTIFY OPPORTUNI TY FOR

PHOTOGRAPHY AS A BRAND.

Submitted By

SHOBHA SHETTY

MIM Vth

SEMESTER

BATCH 2011 -2014

ROLL NO: 53

UNDER THE GUIDANCE OF

PROF/ DR. VANDANA KHANNA

K.J. SOMAIYA INSTITTE OF MANGEMENT STUDIES & RESEARCH

VIDYANAGAR, VIDYA VIHAR (E), MUMBAI- 400 077


2/42

SIMSR Project Report

Shobha Shetty A study to identify an opportunity for photography as a brand. Page 2/42

DECLARATION

I, ___________Shobha Shetty________________________, a student of MMM

programme, V Semester of 20112014 batch at SIMSR do hereby declare

that this report entitled A study to identify whether there is an opportunity for

photography as a brand. has been carried out by me during this semester under

the guidance of Prof./ Dr. Vandana Khanna as per the norms prescribed by the

University of Mumbai, and the same work has not been copied from any source

directly without acknowledging for the part/ section that has been adopted from

published/ non-published works.

SHOBHA SHETTY


3/42



CERTIFICATE

This is to certify that Ms. Shobha Shetty a student of MMM programme Vth

Semester of 2011-2014 batch at SIMSR has carried out the report entitled Astudy to identify whether there is an opportunity for photography as a brand. under my guidance as per the norms prescribed by the University of Mumbai.

Prof/Dr. Vandana Khanna

Date:


4/42



ACKNOWLEDGEMENTS

I wish to express my gratitude to

__________________________________________________________________

__________________________________________________________________

____________________________________________________________________________________________________________________________________

__________________________________________________________________

__________________________________________________________________

Shobha Shetty

Roll No. 53


5/42



Contents

A. Introduction to the Topic .......................................................................................................... 6

1. Background about Industry / service ........................................................................................... 72. Objectives of the study: ............................................................................................................... 83. Research Methodology ................................................................................................................ 94. Scope of Future Study ................................................................Error! Bookmark not defined.5. Conclusion .................................................................................Error! Bookmark not defined.B. Company Profile ...................................................................................................................... 91. About Light and Magic Photography .......................................................................................... 92. Organization structure ................................................................................................................ 103. Product Mix ............................................................................................................................... 104. Future Plans ............................................................................................................................... 115. Conclusion .................................................................................Error! Bookmark not defined.C. Theoretical Framework .......................................................................................................... 14D. Application Framework .......................................................................................................... 18E. Summary & Recommendations ................................................................................................. 35F. Annexes ...................................................................................................................................... 381. Questionnaire: ............................................................................................................................ 38G. Bibliography ........................................................................................................................... 42


6/42



A. EXECUTIVE SUMMARY

With technology being so advanced the fundamentals of photography has changed 3600. From

once where the photography was used to document few moments of life like one family portrait

or wedding moments or birthdays, etc., it is more of a fun these days. Photography is for that

spur of moment, every single person is a photographer. From iPhones to DSLRs so easily

accessible within pockets reach, everybody is going for hi-end smart phones or DSLR over

point and shoot camera.

Photography has been with us for ages, people still need good portraits for their interiors, to

freeze first steps of their babies. These days most of the people do it themselves, still there is a

need for professional touch to it.

Also, when one decides to buy a hi-end professional camera, there are tons of information

available online, one still needs an expert opinion before one makes the purchase. Same applies

to the application of camera, understanding the technicalities of them. Ofcourse, there is no

parameter to measure the creative aspect of the photography but there are technical aspect

which is measureable as well as trainable.

In the report, I m trying to analyze three portion of the market,

1. where we are looking at professional photography services

2. consulting services for the hobbist/occasional travellers on apt camera for them

3. technical training for the technicalities of all the aspect of photography.


7/42



Q.1 INTRODUCTION TO THE TOPIC1.Background about Industry / service

Photography is the practice of capturing an image for personal, professional, or

commercial purposes. The photography industry consists of individuals and businesses

that provide photography services. These services may involve videography for private

events, still photography, and professional, retail, and wholesale uses. Photography is

often utilized by newspapers, web site companies, magazines, and advertising agencies

in the commercial sector. Law enforcement sectors have utilized photography for the

purposes of forensic analysis as a means of recognition, surveillance, and data storage.Photography is used by scientists to study movements and specimens.

Photography in the commercial market is used as a means of generating profit.

Companies pay photographers for specific images and enhancements of the resulting

photographs for the purpose of promoting advertising campaigns, fashion, editorials,

food, or special events. Advertising agencies require photography to demonstrate a

product or service they are trying to retail. Fashion photography frequently involves

models, and the promotion of apparel, make-up, or accessories. Editorial photography is

often used for magazine pieces, and food photography is used to enhance the appeal of a

dish or display. Special event photography often involves portraits.

The photography industry has undergone many developments throughout time. These

changes enable photographers to become more adept at their craft and more accessible

for additional work, but also bring about negative connotations for the industry. With

the advent of digital cameras available in abundance, the general population can nowtake their own photographs as well as edit them to their individual specifications without

the help of a photography specialist. However, the need for the industry is still apparent,

as photographers are focusing more on niche markets to continue to generate profit.


8/42



2.Need of the StudyPhotography services in India are still on a nascent stage and it is crowded with

unorganized players. It is dominated by individual players who are professionals but

basically one man show.

There is hardly any research done to identify the need or scope of scalability available in

the industry. Same is very well established in US/UK markets. Light and Magic

Photography is already well established brand in South Mumbai and among top

schools/institutes in Mumbai.

Study is done to identify the acceptability of Mumbai suburbs to the brand and scope ofscalability available in the industry.

3.Objectives of the study:To identify acceptability of the market

a) Towards photography as a brand

b) Professional Training for amateur photography

c) Pre-purchase consulting services on the brands vis--vis requirement


9/42



Q.2 CHAPTER 21.About Light and Magic Photography

Light & Magic is the first organization of its kind in India offering bespoke photography

portraits and sessions. Talented photographers and professional equipment aside, we

like to make your sessions fun and pictures memorable. We shoot both in our studio and

on location depending on your preference.

We provide our clients high quality portraits, in a friendly and professional

environment. We deliver, all the time, an excellent customer experience with every

contact. Creating memories to last for life, mementos and artistic communication

material. We are a full service company, with makeup, hairstyling, and value added

services like canvas prints, enlargements, restoration, and consultation for home interior

setups available on request.

School photography, Portrait photography of families, kids, babies, matrimonials,

professionals and more...

We shoot for all the top schools in Mumbai, through Light & Magic portraits we help

students preserve the unforgettable school memories. We shoot babies, families,

matrimonial, professionals in our state of the art studio at Lower Parel West. We also

have a mobile service, for portraits at home.

Our talented team of photographers & videographers are part of some of the most

important events of your life, like baby showers, birthdays, engagements, weddings,

anniversaries & more. We expertly capture the spirit of the event.


10/42



2.Organization structure

3. Product Mix


11/42



4. Future PlansLight and Magic is already well established in South Mumbai for studio portraits.

Clients are predominantly families, kids, babies. Other than photographs we also engage

in wall arts and coffee table books. We have a very strong presence in tops schools,

institutes and b-schools. For expansion,

To explore HIGs in suburban Mumbai

To develop company owned photo studios

Multiple Training Institutes for Photography

Start franchising the brand


12/42



Q.3 CHAPTER 21.Research Methodology

Study is aimed at identifying the critical parameters considered by consumers when it

comes to photography whether as a service or buying a camera or the technicalities.

Extensive literature review has led to identification of certain key attributes related to

photography and their influence on consumers.

2.Research DesignIt provides the framework to be used as a guide in collecting and analysing data. It is

overall pattern that stimulates what information is to be collected, from which source

and by what procedure. Broadly, research designs into the following three kind,

Exploratory Research, Descriptive Research & Causal Research

3.Data CollectionStage 1: Exploratory stage: Exploratory Research consisting collection of Secondary

data, review of available literature. The secondary data is collected from various

sources, which includes reports, internet, journals, etc.

Stage 2: Survey Stage: It includes questionnaire design, target sample, data collection

and data analysis.

Target Group: Target respondents are from Mumbai Suburbs

Research Instrument: Questionnaire

Sample Size: 100

Sampling Method: Random Sampling

Method of Data Collection: Email & Telephonic Survey

Time: 2 weeks


13/42



4.HypothesisH1: The number of professional camera users are increasing but very few can really

identify their requirement vis--vis camera

H2: There is growth is DSLR users and thus an growing requirement for professional

training on the technicalities

H3: Professional photography is considered as exclusive service hence ignored by MIGs


14/42



Q.4 CHAPTER 31.Theoretical Framework

To understand the buying pattern of the consumers, it is imperative to identify the

consumer motivation towards professional photography in general.

Why there is a need for professional organization in photography?

Photography in India has predominantly being an unorganized sector and more formal

option of documenting some milestones in life. We still have lot of local studios which

are still more or less same. Technology has changed drastically, Film has changed to

digital format, but the quality of service is improved at the same pace.

Professional photoshoot has been an aspiration for lot of people who are not in

limelight. Brand with proper setup and reach can earn lot of mileage from the

consumers aspiration.

Why would someone spend on pre-purchase consulting?


15/42



Today technology is at its best, where one can access things which nobody had thought

a decade back. One can have cameras in form of point & shoot, DSLR, phone, watch,

etc. There is ample choice available, but everything comes with a hefty price tag. Same

can be explained in the decision making process, purchase decision of camera fall under

extensive decision process.

Even if one can google all the information required, the decision closure needs a human

touch to it. It sometimes closes with a friends, colleagues, seniors advice and

sometimes sales guys advice though it is not a reliable source of information.

Here there is a gap available which can be filled in, Light and Magic as a professional

brand can suggest on camera vis--vis persons requirement, other equipments whichone can buy along with the camera purchase, which brands would be more suitable for

him, etc. Target audience will not be the consumer who seek advice but the brands who

sell the products.

Is consumer looking for training in photography?

Photography is an art and there will be thousands of people who are into amateur

photography. Even if cameras are so easily accessible, their trainings are not that easily

accessible. For amateurs who are not willing/or cannot invest 3 years in a professional

course because of any given reason, hit and trial is the only option available.

This opportunity can be encashed where we offer a short crash course on the technical

aspect and the creative aspect of it. We can conduct proper training or workshops or

seminars. Again here the target audience would be brands and not the amateur

photographers.


16/42



Basic Determinants of Attitude formation in the context of

photography as a brand

Attitutes may be defined as a persons relatively enduring evaluation that develops

positive and negative feelings and tendencies towards an object, be it a person, product

or idea. They have a cognitive, affective and conative component and consumer

behavior is a sum of these. An identification of factors that lead to the development of

attitudes and a proper understanding of consumer attitude towards professional

photography in day-to-day life can help us to formulate strategies for future growth and

success.

Of the most widely researched and well accepted models in the study of attitude has

been Fishbeins basic behavioural model and the subsequent models that he proposed

gradually.

The general framework of consumers intentions to opt for professional photography

puts lot of emphasis on professional experience and convenience. However, there areother factors as well that affect the development of positive attitude towards consumers


17/42



acceptance of photography as a brand. Hence, it becomes imperative to incorporate

these other factors to get a positive response.

Utilitarian Dimensions:

a) ConvenienceConvenience implies to availability of service at the choice of consumer. Consumer

can decide to have a professional shoot at their residence or any fancy location or at

our studio, choice is theirs. The timings when their shoot needs to be done can be

fixed on their availability. Service is customized in every possible way to bring in

simplicity to the transaction.

b) Range of ProductsOnce the shoot is done, everybody wants to flaunt those awesome moments,

beautiful portraits, how do they do that? We give them options to create a piece of

art for their interior, restore those moments of childhood, your honeymoon days,

travel pictures which are fading out and may never return in your life.

c) Professional PhotographersShooting from Professional photographers is more of an aspiration service which is

brought local for everybody at a nominal price. The facility which was once reserved

only for models and celebrities are available for masses. Who can make all the

portraits look beautiful?

d)

Hi-end equipments:

Ofcourse, a professional photographers makes a beautiful picture, but there are other

elements as well, who are reasons for the success. State-of-the-art equipments are

the hidden factors, presence of which would make a consumer more confident over

the service. It is has lot of utility value but it adds more of physcological satisfaction.


18/42



Other Factors:

Consumer Demographics, Psychographics and Sociographics:

Age, Gender, education and income along with personality styles have significant

effects on attitude formation in the selecting photography services on a casual basis.

Consumer motivational patterns (in terms of needs and involvement), learning

patterns (experiences with local photographers), perceptual processes and opinions,

social and group influences, lifestyles and cultural issues all have an effect on the

consumers attitude to opt for professional photography services.

Also the element of fun experienced in our shoot is one of the factors which affect

the decision of going for Light and Magic Photography over any other local

photographers.

Drivers affecting development of positive attitudes of customers towards

Professional Photography

a) AccessAccess refers to the availability of services geographically as well as accessible at

the customers convenient time. For eg., Professional Photography is not a need, it is

more of desire one has, so the consumer may not change his schedule to

accommodate us. But we can accommodate their schedule for their convenience. We

are accessible 7 days a week beyond working hours to serve our customers.

b) PerformanceIn the context of professional photography, performance by a firm is able to create

wonderful memories to the families, and beautiful portraits for the family. Our

Photographer acts a face of the organization. A friendly interpersonal interaction

with the photographer also leaves a mark on the consumer and his family.


19/42



c) TransparencyThere is lot of transparency in the entire transaction, as all the pricing is kept open

for all the consumers to refer in case of doubt. This transparency is maintained rightfrom the telecon interaction to the final purchase and delivery.


20/42



Q.5 CHAPTER 41.Data analysis

The survey was conducted on sample size of 100 respondents.

This survey was conducted on various groups ranging from students to working

professional, housewives and senior citizens.

The analysis of the data is done after tabulating the collected data.


21/42



1. Demographics of the respondents

0%

20%

40%

60%

80%

100%

Age Group

20-30, 65%

30-40, 25%

40 & above,

10%

0%

20%

40%

60%

80%

100%

Marital Status

Married, 55%

Unmarried,

39%

In

relationship,

6%

0%20%

40%

60%

80%

100%

Annual Income

> 4 Lacs, 25%

4 < 6 Lacs,

39%

6


22/42



2. How often you capture moments of your life? (Photography)

22%

50%

28%

Frequency

Rarely Very often Always

Findings

22% of respondent are not very keen on making photography services, reserving some

moments for mandatory occasions, where one need to document the moments

50% of respondents make photography as part of their life, which shows that there is a huge

potential available which can be tapped with proper brand awareness.

For 28% of respondents, photography is a way of life, these are either the existing users or

be the most potential consumer for the services


23/42



3. How do you take photos?

10%

6%

48%

36%

DSLR iPhones Mobiles Point and shoot

(Digital Camera)

DSLR iPhones Mobiles Point and shoot (Digital Camera)

Findings

48% of respondents use Mobile phones are their primary tool to capture all their precious

moments of their life.

36% of respondents have upgraded themselves to point and shoot to get better quality of

images.

Interestingly, only 10% of respondents are using DSLR, this increases their reliability on

professional services for photography


24/42



4. Do you own a camera?

71%

29%

Yes No

5. How did you arrive on decision of buying a particular camera?Onlineresearch

43%

Friend'sadvice

32%

Brandfollower

16%

Salesman'sAdvice

9%

Findings

71% respondent already own a camera (point and shoot / DSLR) and it is interesting to

observe that even if 43% of respondent look for online data before making a purchase

decision, 32% of respondent on a friends advice

It puts lot of emphasis on the fact that even if technology is so geared up people still rely on

unbiased advice.

Only 9% of respondent rely on salesmans advice and 16% make purchase by following an

particular brand


25/42



6. Would you be keen on consulting experts before zeroing down on theappropriate camera for yourself?

Findings

75% of the respondents are positive and open about going for consultancy if it is available

Only 25% of respondents would still rely on either online data or salesmans advice


26/42



7. If yes, maximum how much would you spend on taking advice oncamera?

26%

42%

22%

10%

Nil 0


27/42



8. If a crash course exists for you to learn photography, would you beinterested?

77%

23%

Yes No

Findings

77% of the respondents are open about taking a professional crash course on photography

Only 23% of respondents think otherwise


28/42



9. How much time would you like to invest to learn photography?

*

Not

beyonds 4

sessions

55%

Not beyond

10 sessions

45%

Findings

55% of the respondents are not willing to spend beyond 4 sessions

45% of the respondents are not willing to spend beyond 10 sessions

As there is not much of difference in the finding, we can think of keeping session between 3-

8 nos. or break up into slabs for consumer conveneinece


29/42



10.How often do you go for professional photoshoot?

Very often

3% Often

7%

Not so

often

45%

Never

45%

Findings

45% have never been to any professional photoshoot and the other 45% have done a

professional photoshoot where it is a compulsion to get shoot.

Only 3% of respondents do a professional photoshoot on a casual basis

This gives us lot of insight on the market, where lot of awareness and need has to be

generated to become a successful brand


30/42



11. Do you prefer going to studio or shooting at your own home?

Findings

22% of respondents would not opt for professional photoshoot

44% of respondents would be comfortable shooting at their own residence at their own

convenience and 34% of respondents think coming to a studio for photoshoot is a good idea.

As there is not much difference of opinion, we can take it up case by case.s


31/42



12. How was your experience during the photoshoot?

Awesome

Experience

16%

Good

39%

Neutral35%

Bad

3%

Terrible

7%

Findings

For 35% of respondents taking photography services was more of a task than anything else.

39% it was good experience, 16% of respondent had memorable experience


32/42



13. Which are the occasions where you think you would needphotoshoot?

Matrimony

11%

Wedding

ceremonies23%

Events

24%

Family get

together

21%

Holidays

19%

Casually

once in a

year

2%

Findings

47% of respondents have only experienced professional photography during weddings or

some events

For 21% of respondents, family get together is also one of the major occasion where they

need professional photographers

19% of respondents prefer to have professional photographer during their holidays

11% of respondents put emphasis of professional photographer during their matrimony

Only 2% of respondents go for casual photoshoot


33/42



14. How much would you spend on a photo shoot? *

Rs. 3000-

5000/-68%

Rs. 5000-

10000/-23%

Rs. 10000-

15000/-

6%

Nothing above

25000/-

3%

Findings

68% of respondent are comfortable spending in a range of 3000/- to 5000/- for a casual

photoshoot

23% of respondent can extend their budget to even Rs. 10000/-

This gives lot of insight for pricing decisions.


34/42



15. Would you rely on a brand for photography?

Yes

68%

No

32%

Findings

68% of respondent are open about accepting a brand in photography services

32% of respondents would still stick to the unorganized photo studios


35/42



16. Have you heard of any photography brand?

Yes

35%

No

65%

Findings

65% of respondents are not aware of any photography brand but are positive about accepting

them.


36/42



2.FindingsAs per the findings, H1is accepted, The number of professional camera users are

increasing but most of them rely on a friends advice to make the final decision. This

makes clear that a human element is required to close a purchase, generally which are

not habitual products.

H2 is accepted, There is growth in professional cameras users but a mixed reaction on

the training services on the technicalities, as the respondents are not willing to spend

much time on training.

H3is accepted, as

1. Consumers consider professional photography restricted to weddings/events

2. Almost 74% of the respondents think, the service given by the unorganized studios

are satisfying their requirement, need for the professional photography is not much

felt


37/42



Q.6 CHAPTER 61.Conclusion, Recommendations & Limitation

Conclusion

In conclusion, this research provides some interesting insights on need identification in the area

which was least noticed.

This paper presents a quantitative study in an important area of research which should interest

to retailers, equipment manufacturers as well as the consumer research community in general.


38/42



Q.7 ANNEXES1.Questionnaire:

Questionnaire:

Name

Gender Male Female

Age 15-20 20-30 30-40 40 & Above

Marital

Staus

Married Single In relationship

Annual

Income

> 4 Lacs 4 < 6 Lacs 6 < 8 Lacs 8 Lacs & above

How would you rate Photography as part of your life? Rate on a scale of 1 to 10. (1 being

lowest & 10 being highest)

How do you take your photographs?

Mobile

iPhone

Point & Shoot Camera (digital camera)

DSLRs

If you own a camera? Which one please specify?

How did you arrive on decision of buying a particular camera?


39/42



Online research

Friends advice

Brand follower

Salesman opinion

If no, would you be keen on taking consultancy before zeroing down on the appropriate

camera for yourself?

Yes

No

If yes, maximum how much would you spend on taking advice on camera?

0 < 250

250 < 500

500 < 1000

If a crash course exists for you to learn photography, would you be interested?

Yes

No

How much time would you like to invest to learn photography?

> 1 month

2 month

How often do you go for professional photoshoot?

Very often

Often


40/42



Not so often

Never

Do you prefer going to studio or shooting at your own home?

How was your experience during the photoshoot?

Parameters Strongly

Disagree

Somewh

at

disagree

Neutra

l

Somewh

at Agree

Strongly

Agree

Finding the studio was a

trouble

Studio was very well equipped

Ambience of the studio was

friendly

Photographer was very friendly

and cooperative throughout the

shoot

Lot of privacy was given during

the shoot

It was complete fun during the

shoot

Props used during the shoot

were really interesting

Very expensive

Couldnt believe I can look so

good

4


41/42



How was your experience during the photoshoot? Rate on a scale of 1 to 10. (1 being

lowest & 10 being highest)

Which are the occasions where you think you would need photoshoot?

Matrimony Wedding

ceremonies

Events Family get

together

Holidays Casually

once in a

year

How much would you spend on a casual photo shoot?

3k to 5k 5k to 10k 10k to 15k Not above 25k

Would you rely on a brand for photography?

Have you heard of any photography brand?


42/42


Q.8 BIBLIOGRAPHY Fishbein, M. & Ajzen, I. (1975).Belief, attitude, intention, and behavior: An

introduction to theory and research. Reading, MA: Addison-Wesley.[1]
http://www.people.umass.edu/aizen/f&a1975.htmlhttp://www.people.umass.edu/aizen/f&a1975.htmlhttp://www.people.umass.edu/aizen/f&a1975.htmlhttp://www.people.umass.edu/aizen/f&a1975.html

Documents

Research on identifying market for photography services