research on identifying market for photography services
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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
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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
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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:
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ACKNOWLEDGEMENTS
I wish to express my gratitude to
__________________________________________________________________
__________________________________________________________________
____________________________________________________________________________________________________________________________________
__________________________________________________________________
__________________________________________________________________
Shobha Shetty
Roll No. 53
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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
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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.
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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.
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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
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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.
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2.Organization structure
3. Product Mix
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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
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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
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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
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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?
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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.
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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
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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.
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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.
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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.
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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.
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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
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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
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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
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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
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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
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7. If yes, maximum how much would you spend on taking advice oncamera?
26%
42%
22%
10%
Nil 0
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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
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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
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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
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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
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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
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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
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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.
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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
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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.
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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
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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.
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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?
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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
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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
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Shobha Shetty A study to identify an opportunity for photography as a brand. Page 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?
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SIMSR Project Report
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
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