the relationship between Chinese traditional clothing Hanfu and photographic technology
Market research
Our main focus for this market research is to assess the relationship between Chinese traditional clothing Hanfu and photographic technology. The Information technology department is to offer advice on matters of application of technology in improving customer value in the business. The role CTO department will be to conduct research on key technologies in the business. The photography market consist of several service provides such as special event photography, portraiture, industry photography and commercial photography. To enhance quality photos for the market the photographer should invest in the best equipment.
The CTO department has engaged in market research on consumer products that would provide a competitive edge for the company. The knowledge obtained from this market research will help the company to develop a successful technology that will help to compete in a competitive market. This is will be facilitated by the supplies, equipment, studio add the website quality.
The research questions for this market research include1) what kind of advertisement is most preferred by? 2) What is the most preferred payment by the customers? 3) The details of photography and the correct way to shoot? 4) What factors should be considered to promote the business?
Main objective:
The general objective of the market research is to promote the photography business through online platforms. The specific objective include
- Understanding the relationship online the role of the website in advertising Hanfu photos
- Explore the preferred payment method by the customers
- Investigate the details of photography and the correct way to shoot
- To explore the factors that should be considered to promote the business
Research Method
The market research will apply the descriptive research method to analyze the research question. The target populations for this market research are consumers of Hanfu photos in Chinatown. Random sampling will be applied to all people who take photos in Chinatown. To ensure that ethics is observed in our market research we will first get the consent of the respondent. Questionnaires and interviews will be applied to collect data. All questionnaires will be given on a random basis. Any photo taken with the respondent must be consented to ensure confidentiality. Follow up will be made through phone calls and emails.
The sample size for the market research is three hundred persons. The CTO department will interview the respondent through the use of a questionnaire. The team from the CTO department will develop a questionnaire to guide on the market research. The sample size chosen by the team considered that not all respondents will be willing to complete the questionnaire. Simple random will help us come up with a more objective result on the customer perception and behavior in relation to buying of Hanfu.
Market research will observe the privacy of the respondent. To make sure that the interviewee does not fear giving information we assured them that we will not violate privacy and confidentiality code. The respondent photos will not be used for the promotional purpose either in their company social media or website without their consent.
The information obtained during the market research was analyzed to give the actual picture of the Hanfu photography market. The data was analyzed through Ms excel using tables and charts.
Market research result
Demographic analysis
The CTO team observed that the majority of the market research respondent are female represent 59% while the males were 41%. The market is mostly dominated by youth whose ages range from 18-30 who represent with 101 respondents followed by those above 40 years 42 respondents, and those in range of 31-40 and under 18 years.
The market research also sort to investigate the origin of the Hanfu photography customers. The table below shows where the respondent comes from.
| Country of origin | Percentage | Reason for traveling to China | Percentage |
| China | 25.50% | a)Travel | 72% |
| Others–All European | 45.50% | c)Eating | 17.50% |
| UK | 29% | b)Shopping | 10.50% |
The research indicates that 45.5% of the interviewees come from other parts of the world however they were all European, 29% of the respondent comes from the United Kingdom and 25.5% come from China. The website will help in advertising the company across the borders. Our all the respondents 72% went to Chinatown to travel(tourist), 17.5% eating while 10.5% went to Chinatown for shopping. Only 11.5 of the respondent have a full understanding of Honfu, while 63% said they have little understanding and 25.50% have no idea about Honfu.
The market research also sort to analyze the consumer attitude towards honfu photography. 75.5 % of the respondents hand positive attitude toward the hanfu photography while 24.5% had a neutral attitude ie. They were neither positive nor negative.
Consumer attitude toward Victoria Honfu Photography
In our market research, we sort to inquire about the mode of advertisement preferred by the customers. The majority of the people who visit Chinatown are attracted by leaflets representing 33%, 27.5% by web ads, 21.5% ins ads and 18% Youtube ads. This demonstrates that the majority of the customers are attracted by an online platform and hence online platform plays a critical role in advertisement of the business.
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The result of the market research also demonstrates that 72% of the customers prefer using bank cards to pay for services while 28% prefer cash payment.
We also sort to know how much time the customer is will to spend on the shoot. The majority of the customers (63.5%) are willing to spend 1-2hours while 26% of the respondents are willing to spend 2-3 hours and 10.5% willing to spend more than 3 hours. This demonstrates that most of the customer want to spend less time waiting for photos shop. This calls for enhanced efficiency in the business services.
The study shows that majority of the customers have a high preference for retouch mode of photo editing which is represented by 59.5%, 36% prefer the original image while 4.5% prefer to retouch a lot mode of photo editing. The table below shows the photo editing mode preferred by the customers.
On the type of photo format preferred by the customer it was observed that 47.5% of the customer prefer both electronic and album photos, 31.5% of the customers prefer photo album printed by our team while 21% are comfortable with electronic photos which are sent through the email.
70.5% of the customer prefer the company to deliver the photos at their doorstep while 29.5% prefer to pick the photos by themselves. Different customers have different perceptions of hanfu photography. The graph below shows the factors that influence customer buying behavior.
The research findings indicate that 39% of the customers are influenced by photo quality. The majority of the customers are influenced by the quality of the product offered. 22.5% are influenced post photo editing/ retouching while 20.50% of customers are influenced by the time of photo delivery.
Conclusion
The CTO team was able to come up with a conclusion based on the data analysis. From the above findings, we were able to conclude that Honfu photographer receives customers from different demographic groups. The majority of the customers range between 18 years and 40 years. All Honfu customers originate from European countries.
The research findings indicate that online platform plays a critical role in the promotion of goods and services. The majority of the consumer prefer online advertisement as compared to the traditional methods of advertisement. The higher proposition of consumers uses Youtube ads, web ads, and ins. ads. All the online platforms for advertising the business product and therefore by creating the website the company will be able to increase its market share.
Consumer behavior is influenced by the quality of the product offered. Product quality gives higher satisfaction as the customer wants to get the value for their money. The type of photo offered by the studio also influences the customer behavior significantly. The customer not very sensitive to price but the quality of the services offered.