Influence of Culture on Professional Photography Business

Introduction

Consumer behavior is the behavior that consumers display in searching for, purchasing, using, evaluating,
and disposing of products and services that they expect will satisfy their needs. While studying consumer
behavior, different issues can be discussed. Important issues of consumer behavior include communication
and consumer behavior, influence of culture, consumer motivation, consumer influence on innovation,
decision making process and so on. (Schiffman et al. ,2012)

For our research, we have worked on an important issue of consumer behavior that is influence of culture
on consumer behavior. The definition of culture includes knowledge, belief, art, morals, custom, and any
other system received as a member of society. Culture, as a "complex whole," is a system of
interdependent components. Culture is part of the external Impact that influences the customer. That is,
culture represents effects that are put on the consumer by other individuals. (Santosh Kr. Pandey and
Pankaj Kant Dixit, 2011)

Culture plays an important role in forming consumer behavior. Important issues regarding culture in
consumer behavior include enculturation, acculturation, rituals and so on. Enculturation refers to the
learning of one’s own culture, however acculturation is the learning of a foreign culture. Then again, ritual is
also an important topic as far as influence of culture on consumer behavior is concerned.

Through our research, we have tried to find out how emergence of internet affects culture, and also how
this change in culture has a vast impact on consumer behavior for professional photography business.
Through photographs, we preserve history - our child's first steps, a decaying landscape, or rare and
endangered animals to so much more.

Schiffman, L., Kanuk, L. and Wisenblit,J.( 2012) Consumer Behavior, Pearson Publication

Pandey,S. and Dixit,P.( 2011) ‘The Influence of Culture on Consumer Behaviour’,vol.1,no.1[Online],

Available at http://as.wiley.com/WileyCDA/WileyTitle/productCd-CB.html

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Influence of Culture on Professional Photography Business

Today, photography has become a powerful means of communication and a mode of visual expression that
touches human life in many ways. Photography has become popular as a means of crystallizing memories.
Professional photography in Bangladesh has recently become a trend especially among the young
generation. Since the arrival of digital photography, a growing interest in photography in our country has
become evident.

Several factors have contributed to the increasing popularity of professional photography business. As
internet has become a common phenomenon in Bangladesh, we are getting exposed to cultures of different
countries. We are learning many new things as well as adopting new cultural phenomenon from different
cultures around the world. One main influencing factor behind the immense popularity of professional
photography is influence of culture.

It is always interesting to analyze how factors like internet play an important role in reshaping a culture. We
the group, ‘Scholars’ have found it very interesting to research about how internet is actually helping the
professional photography business to expand day by day in our country. So our Hypothesis that we have
proved in this report is as follows;

Hypothesis: “Increasing trends of internet and other technology is attracting consumers to professional
photography business.”

In order to prove our hypothesis, we have also analyzed how other important issues of consumer behavior
like communication, consumer motivation, influence of innovation and consumer decision making process
influence the professional photography business.

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Influence of Culture on Professional Photography Business

Emergence of Professional Photography Business and Consumer

Satisfaction Level:

Photographs are precious to many people, as they help them to capture the beautiful moments of life.
Clicking photographs have been very common in our day to day life. However, clicking photographs by
professional photographers have become a social phenomenon these days. It has become a popular trend
especially among the young generation to have an enriched personal album of photos clicked by
professional photographers.

However, professional photography business has emerged as a trend in Bangladesh quite recently. With its
emergence, it has gained huge popularity and consumer satisfaction especially among young generation….

From our survey on people belonging to 15-40 years, we have got to know that 56% of them have gone to
professional photographers for clicking their pictures. We have mainly conducted the research on people
with specific occupation like students or who have well to do jobs. So, it shows that the demand of
professional photography is at its increasing trend among people of specific group. Moreover, 40% people
said that they are highly satisfied with the service of different professional photographers, 33% people were
satisfied, and 10% of them were neutral. However, 17% people responded that negatively as they were not
satisfied with service.

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Influence of Culture on Professional Photography Business

Factors contributing to increasing demand of professional photography:

There are several factors which are directly or indirectly contributing, influencing,s haping and reshaping
the increasing demand of professional photography. These factors include emergence of Facebook,
infleunce of foreign culture (acculturation) and promotional activities by professional photography business.

According to our primary research 48% agreed emergence of social networking websites is contributing the
most,39% said its due to influence of foreign culture , 13% agreed it is because of Promotional Activities by
professional photography businesses.

Right now people are really into social networking websites. Sharing pictures on real time and otherwise on
Facebook, twitter, Linkedin, yahoo etc has become very popular, specially among young generation. These
have greatly contributed to the increasing demand of professional photography. People prefer getting their
pictures being of good quality and clicked by professionals as they are connected to the whole world
through social networking websites. It sort of adds to their sense of self esteem, prestige and status.

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Influence of Culture on Professional Photography Business
Influence of foreign culture(acculturation) has also contributed greatly to increasing demand of professional
photography.Culture is blend of learned beliefs, values and customs that influence the consumer behavior

of members of particular society. But people are not always influenced just by their own culture
(enculturation), they also adopt and accept the norms and beliefs of different foreign cultures and emerge
to it gradually(acculturation). This new trend of professional photography is a significant example of
acculturation which is adopted mostly by the youth of Bangladesh. (Schiffman et al. ,2012)

They have learned this foreign practice very fast due to increasing use of internet, conventional media and
social media. This trend is passed through diverse aspect and source of internet. Here social networking
websites and adoption of foreign culture has emerged and is shared by significant portion of our society. All
these simultaneously influence consumer behavior toward professional photography business.

In Bangldaesh we don’t see much promotional campaigns of professional photography except few on
facebook and Photography blogs. People are not much influenced by promotional contents when it comes
to professional photography.They prefer peer evaluation, photography blogs, facebook pages, photography
groups and other relevant sources for gathering information about several aspects of professional
photography rather than going for conventional media promotions where the technical information about
performance and expertise might be more subjective and bias than other informal sources.

Schiffman, L., Kanuk, L. and Wisenblit,J.( 2012) Consumer Behavior, Pearson Publication

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Influence of Culture on Professional Photography Business

Above discussion and findings directly prove our hypothesis that increasing use of worldwide web, social
media, social networking websites (facebook) and influence of different foreign cultures (Acculturation)
greatly motivate significant portion of our society to adopt the trend of professional photography.

Communication and Credibility of Different Sources on Professional

Photography Business:

Communication is an important factor in consumer behavior.The factor that how consumers communicate
with different sources to gather informations is important in professional photography business. This
information can help the people associated with this particular business to reach the consumers effectively.

Consumers gather information and get motivated from different sources. Consumers are exposed to both
formal and informal sources. However, consumers mainly rely on reference groups to gather information.
Reference can be of mainly two types- direct and indirect. (Schiffman et al. ,2012)

Schiffman, L., Kanuk, L. and Wisenblit,J.( 2012) Consumer Behavior, Pearson Publication

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Influence of Culture on Professional Photography Business

Direct reference group include mainly family and friends. However, indirect reference group includes
movies stars, sports heroes, TV personalities etc. Then again, from our survey we have got the chance to
evaluate the credibility of different sources among consumers as far as professional photography business
is related. From the survey, we have got to know that while choosing photographers, most of the
consumers (72%) will like to get informations from their friends on Facebook, 12% of them rely on their
family members who have knowledge about professional photography or have gone to professional
photographer earlier. 11% of people surveyed gather informations from different pages on Facebook, and
the rest of the people use different related websites to get proper informations.

From this particular survey, we can see that consumers mainly rely on direct reference groups like friends
and family members. However, it is quite visible that now-a-days consumers are getting exposed to
different sources of internet, and they are gathering informations about professionally photography from
different sides of this source. However, among these sources friends on Facebook tops the list.

So, it is visible that now-a-days internet and social media play a significant role in motivating consumers.
Consumers are now more comfortable with getting informations from sources of social media. This findings
of our survey effectively proves that increasing use of internet has contributed a lot to the emerging
popularity of professional photography business.

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Influence of Culture on Professional Photography Business

Different Programs ( Rituals) and Professional Photography:

Cultural, traditional programs and learned rituals of people have also add a great deal to the increasing
professional photography business in Bangladesh.

From our primary research we found out that 49% will go to professional photographers for wedding rituals,
30% cultural events, 13% corporate functions and 10% birthday and anniversary.

Majority of people prefer hiring professional photographers for wedding and wedding related programs.
Now it has become a potential practice when it comes to someone’s wedding. This trend did not originate in
our culture; neither it’s a custom of our wedding program. But getting influenced by foreign culture
significant number of people in our society made it a “Ritual” by frequently doing the practice of hiring
professionals in wedding and wedding related programs. Increasing use of world wide web has contributed
here as well .It has significant influence on adopting this ritual as people got exposed to this foreign practice
through internet and social media. Even 15 years back in Bangladesh people used to keep their wedding
albums and diaries, just to retain their memories and sharing it with friends and family once in a while. But
now people sort of instantly want to share their wedding pictures over different social networking websites,
participate in different wedding photo competition over facebook pages etc instead of keeping those in
traditional albums. These have greatly influenced people to learn the new trend of going to professional
photographers for their wedding.

Wedding program at Golf Garden

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Influence of Culture on Professional Photography Business
Cultural events are also preferred by some people to have professional photographers clicked their and the
events pictures. For cultural programs people usually don’t hire photographers individually but different
community halls , university , colleges and other institutions hire them to capture the event and their
students.This is also a learned practice of people , it did not use to be a part of our culture. People
eventually adopted and make it a part of their cultural events. Again here the influence of internet comes.
Having those pictures of cultural events posted in institute specific websites, blogs and facebook reflect the
image of Bangladeshi culture and heritage to the world. Peoples desire to express their language and
promote their culture influence them to grab the cultural aspects through professional photography. And of
course in turn these pictures will also reflect the corporate image of the institute , company or organization
where the program is held. So, they prefer quality pictures clicked by professional photographers which
collectively represent the image of our culture and heritage , image of the institution and individuals related
to it.Here a blend of enculturation,acculturation, ritual and sharing of culture works hand in hand to motivate
people in this regard.

Image: Basanta Utsab – 1420 , North South University

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Influence of Culture on Professional Photography Business
Influence of corporate events are similar to the organizational motive of cultural events. Institutions prefer
professional photographers to capture the entire program like seminar, conference etc. cause these will be
published on diferrent conventional media, newspaper, social media, their own websites and job search
engines. It reflects their corporate image and brand value combinedly. So they do not prefer any other
photography option rather than going to experts of photography business.

Image: Seminar of Agro Enterepreneurship Competition 14 in NSU

Very low percentage of people also prefer Professional photography for their anniversary and birthday party
etc. The percentage is low cause still people of Bangladesh prefer these kind of programs to be held
privately with friends and family.

Above reasons gives evidence supporting our hypothesis that influence of internet and foreign cultures
contribute to the consumer behavior regarding professional photography business.

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Influence of Culture on Professional Photography Business

5.Consumer Motivation and Professional Photography Business:

Motivation is the driving force within individuals that impels them to action. Different sources motivate
consumers to go for any action. Consumers get motivated to act in a particular way by different forces.
Different types of need actually motivate consumers. We can focus on two main types of need- innate need
and acquired need. Innate needs are psychological needs that are considered primary needs or motives.
On the other hand, acquired needs refer to needs that actually emerge in response to culture.

(Schiffman et al. ,2012)

Professional photography business can mainly target consumers’ acquired needs. Consumers are mainly
getting attracted to the professional photography business due to influence of changes in culture.

On our question on what motivates consumers to get their pictures clicked by professional photographers,
63% people responded that they wanted to have their pictures clicked by professional photographers many
of their friend had pictures clicked by professional photographers, and 22% people think that having photos
clicked by professional photographers is a symbol of aristocracy. However, 14% people said that they
wanted to go for professional photographers as the picture quality would be great. Then again only 1%
found it affordable enough to get their pictures clicked by professional photographers. So, we can say that
consumers are getting motivated to get their pictures clicked by professional photographers as their friends
have photos clicked by professional photographers. It is quite visible that consumers are mainly focusing on
fulfilling their acquired needs with professional photography business. Consumers feel the belongingness
as many of their friends like professional photography.

Schiffman, L., Kanuk, L. and Wisenblit,J.( 2012) Consumer Behavior, Pearson Publication

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Influence of Culture on Professional Photography Business

Consumers’ Different levels of Need and Professional Photography

Business:

Professional photography business has basically influenced peoples Social needs, Ego needs and need for
safety and security in both positive and negative manner.

From our primary research we found out that people are going to professional photographers to get their
pictures clicked often and several reasons influence their this behavior at different level.47% of them
agreed that, they are doing it to get maximum “Like” by friends on facebook,31% agreed they are more
concerned about retaining their precious memories of life, 18% agreed that they think it goes with their high
status and only 4% want their pictures to have maximum exposure and get viral for gaining popularity.

Self Actualization Needs

Ego Needs

Social Need

Safety and Security need

Physicological need

Figure: Maslow’s hierarchy of needs in terms of professional photography

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Influence of Culture on Professional Photography Business
Sharing pictures on social networking websites, especially “Facebook” is a very frequently done activity
these days. Specially youth or the new facebook generation they are really active in sharing pictures
continually. Mainly what influence them to do it is the need of acceptance and belonging in different social
groups, friends, relatives, cousins which is related to their emotional and social motivations. It is not rare
that when having a program or function people spend a fair share of their time in getting their pictures
clicked by professional photographer with the motive of sharing it with friends and family over facebook
which will eventually lead to loads of “Like”.

Social needs also influence people to go to professional photographers in terms of retaining their precious
memories in quality frame. Human life has different stages and people think to keep those stages alive in
their heart, there is no alternative of having their pictures clicked. This gives them a feeling psychological
satisfaction and feeling of belonging which they could share with their partners, children and family in the
future through those photographs. It pretty much influences them to have those pictures in good quality,
which in turn influence them to get those clicked by professional photographers.

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Influence of Culture on Professional Photography Business

There are also people who think to maintain their high status in society, it is necessary to go to professional
photographers for even any small party or function they throw. These people belong to Upper class in the
society and they feel going elsewhere rather than professionals and having their pictures clicked by
someone else will lower their self-esteem, prestige and ego. So they prefer having all their pictures clicked
by professional photographer no matter what.

There is a very lower percentage when it comes to making own pictures viral over internet to gain
popularity. Only a very small percentage is influenced by this when it comes to go to professional
photographers. People don’t like getting exposed to all over internet as it violate their safety and security.
So here need of safety and security influence people negatively.

So, these different level of needs (social, ego defensive, safety and security) influencing photography
business prove our hypothesis that increasing use of internet and facebook motivates consumers to go for
professional photography.

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Influence of Culture on Professional Photography Business

14/15 VALS and Consumer Behavior on Professional Photography

Business:

With VALS (Values and Lifestyle) approach of consumer behavior, we can think of consumers in eight
different ways- innovators, thinkers, achievers, believers, experiencers, makers, strivers and survivors.

 Innovators: Innovators are change leaders and most receptive to new ideas and technology.
 Thinkers: Thinkers are mature, satisfied, comfortable and reflective. They actively seek out
information in decision making process.

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Influence of Culture on Professional Photography Business
 Believers: Believers are strongly traditional and respect rules and authority. They are technology
averse and tend to choose familiar products.

 Achievers: Achievers have goal oriented lifestyle. They prefer premium products that demonstrate
success to their peers.

 Strivers: Strivers are trendy and fun loving. They have little discretionary income and tend to have
narrow interests. They favor stylish products that emulate the purchase of people with greater
material wealth.

 Experiencers: Experiencers are motivated by self-expression and high resources. They appreciate
the unconventional. They spend a comparatively high portion of their income on fashion, socializing
and entertainment.

 Makers: Makers are motivated by self-expression and they have low resources. They prefer value to
luxury, so they buy basic products. (Schiffman et al. ,2012)

From our survey, we have identified consumers of professional photography business with the reference of
VALS. In our survey when we asked consumers why they would like to go professional photographer, 56%
responded positively. Then again, from our survey we have got to know that 63% people wanted to go or
went to professional photographers as their friends had clicked their photos by professional photographers.
However, 22% people think that having photos clicked by professional photographers is a symbol of
aristocracy. So, we can see that most of the consumers for photography business belong to the category of
achievers. Most of the consumers want to have their photos clicked by professional photographers as they
want belongingness and social acceptance.

However, during our survey, when we asked consumers whether prefer editing their pictures on own using
different softwares, 46% of people responded positively. When people surveyed were asked why they
chose to edit their pictures on their own, the result was like the following;

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Influence of Culture on Professional Photography Business

73% •People said they cannot afford the expenses of professional photographer

21% •People said they wanted to edit their own photos due to security reasons

6% •People said that it felt good to edit their own photos

As 73% people said that they wanted to edit their own pictures due to economic reasons, we can consider
this group of people as makers as long as VALS is concerned. We know that consumers under the
category makers have fewer resources, but they want to influence people. So, people belonging to this
group want to go for editing their pictures on their own.

However, 21% people wanted to edit their pictures on their own due to security reasons and the other 6%
responded emotionally as they feel good to edit their own photos.

Schiffman, L., Kanuk, L. and Wisenblit,J.( 2012) Consumer Behavior, Pearson Publication

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Influence of Culture on Professional Photography Business
16/17 Innovation and Consumer Behavior on Professional Photography
Business:

Innovation is an important concept in consumer behavior. We can define innovation from different
perspectives like we can define innovation from consumer perspective. I n this context a new product is any
product that a potential consumer judges to be new.

Clicking photos is not so new things in our lives. People used to click photos earlier with manual cameras.
Then digital cameras became the trend that people used to follow. Although people still use digital
cameras, people are now getting attracted toward DSLR (Digital Single Lens Reflex) cameras.

In our survey we asked consumers whether they own a professional photography camera or not. 30%
responded positively. However, the other 70% responded negatively. Although most of the people do not
own professional photography camera, still they are interested in professional photography and they prefer
to go to professional photographers. From our survey, we also get to know that 56% of the people surveyed
have gone to professional photographers. Although previous versions of cameras serve the same purpose,
still consumers find DSLR to be very innovative and trendy. In our survey, when we asked people why they
want to have their own professional photography camera, 87% of them said that they own a professional
camera as they are fascinated with the trend of having a DSLR. However, 8% of them said that they have
bought DSLR as they are interested in photography, and the rest of the people have professional
photography camera as they were actually professional photographers.

So, this part of the survey gives light on the factor that consumers actually want innovation in different
products and services.

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Influence of Culture on Professional Photography Business
Decision Making Process:

The most important factor of consumer behavior is making the correct decision. If a consumer took any
wrong decision about buying any product or service, his whole consumption will be badly affected. The
effect is also same for the professional photography business. In the professional photography business
people need to take the right decision at the right time to facilitate the consumer behavior toward the
business.

The consumer decision making process regarding professional photographers depends on three factors.
Among them need recognition is the important one. According to our survey, consumers recognize the
need of a professional photographer under the Desired state (84%).

Consume take their decision based on different criteria for having professional photography on specific
occasions. For example in our survey we notice that consumer mostly choose the quality, cost, loyalty
factor for choosing their desirable photographer.

Most consumers (48%) prefer the quality factor while taking decision about the professional photography.
That means when consumers take decision about selecting professional photographer they mostly select
those who ensure them about the quality of the service.

The other consumers (26%) give preference about the cost factor.Because now there is a huge number of
competitor in this business. Whoever give the most convenient price consumer would like to have their
service.

Then the rest consumers(17%) rely on the loyalty factor of the professional photographers.As the
photography on different occasions is related to consumers personal and professional life they are really
sensible about it. But most of the consumer are not aware of this Loyalty factor of professional
photographers. So,the perchantage is low compared to the other two.

The consumers are less bother about the duration factor of professional photographers. For that reason the
perchantage in this factor is vey low(9%).

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Influence of Culture on Professional Photography Business
So the survey clearly shows that how consumers take decision regarding professional photography
business.

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