Determinants of Demand for Photography Services

Abstract

This study delved into the dynamics of the photography services market, focusing on identifying key determinants influencing consumer demand. Amidst the growing recognition of photography as a blend of art and essential service, marked by projected market growth, this research aimed to bridge the knowledge gap between what photography businesses offer and consumer expectations. Utilizing a descriptive correlational design with regression analysis, the study explored the significant impact of marketing mix elements (product, price, place, promotion, people, process, physical evidence) influencing the decision-making process in choosing photography services. The investigation extended to determining the demand for specific photography services (weddings, debuts, birthdays) and scrutinizing the relationship between marketing strategies and service demand. Through comprehensive data gathering and statistical analysis, this study emphasizes the crucial role of marketing mix elements in shaping consumer decisions, particularly highlighting the 'people' aspect's significance in enhancing consumer satisfaction through superior service quality and customer interactions. It advocates for increased staff training and professional development investment to improve service quality. Place is the only significant determinant of demand among the marketing mix elements. This study tested the hypotheses on the non-significance of marketing mix elements in determining demand, offering insights into effective strategies for photographers and their businesses.