Determinants of Demand for Photography Services
Ryan B. Enema | Marissa S. Quezon
Discipline: business studies
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 decisionmaking
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.
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