SIP Report: Understanding Brand Awareness for ClicktoFame

A STUDY OF
UNDERSTANDING BRAND AWARENESS FOR CLICKTOFAME
Report submitted to CMS Business School – Jain University in partial fulfilment of
the requirements for the Degree of Masters in Business Administration
By
Zaheer Sayyed
Under the supervision and guidance of
Prof. Kavitha Gowda
B.E, MBA, M.Phil.,
(pursuing Ph.D.)
# 319, 17th Cross, 25th Main, J P Nagar 6th Phase, Bangalore – 560078
Karnataka, INDIA
E-mail: bschool@cms.ac.in, Website: www.bschool.cms.ac.in
JUNE 2016

“A STUDY OF UNDERSTANDING BRAND AWARENESS FOR
CLICKTOFAME”

ACKNOWLEDGEMENTS
First and foremost, I am deeply indebted to the management of CMS Business
School and Jain University, Bangalore, for having admitted me to undergo the MBA
program during the academic year 2015 – 17 in this temple of learning.
I take this opportunity to express my gratitude and profound thanks to Prof
Dinesh Nilkant, Center Head, CMS Business School and Prof. NVH Krishnan,
Registrar, Jain University for being my knowledgeable mentors during my career at this
institute.
I would also like to thank my study supervisors Prof. Kavitha Gowda and Mr
Aman Warsi for their constant guidance and support for the successful completion of
this study.
I am also thankful to all the respondents in the organization and those
approached for the study who have extended their cooperation in providing me with the
necessary data for completing this study on time.
ZAHEER SAYYED

LIST OF TABLES & FIGURES
SL
NO.
PARTICULARS Page
Number
TABLES
4.1.1 Table representation of unaware respondents based on demographics. 39
4.2.1 Table representation of aware respondents who are non-users based on
demographics
41
4.3.1 Table representation of unaware respondents who want more advertising
based on the demographics
42
4.4.1 Table representation of interested respondent who were not sure of their
usage based on the demographics
44
4.5.1 Table representation of heavy users based on the demographics 46
4.6.1 Table representation of respondents who are not sure of their usage based
on the demographics
47
4.7.1 Table representation of respondents with no brand preferences based on
the demographics
49
4.8.1 Table representation of respondents who would prefer click to fame over
other brands
50

LIST OF GRAPHS
GRAPHS
4.1.2 Comparison of unaware respondents 40
4.1.3 Percentage of unawareness respondents based on gender 40
4.2.2 Comparison of aware non-user respondents 41
4.2.3 Percentage of aware non-user respondents based on gender 42
4.3.2 Comparison of unaware respondents who want more advertising 43
4.4.2 Comparison of respondents interested but not sure of their usage 45
4.4.3 Percentage of respondents interested but not sure of their usage based on
gender
45
4.5.2 Comparison of heavy usage respondents 46
4.6.2 Comparison of users who were not sure of their usage 47
4.6.3 Percentage of service usage patterns 48
4.7.2 Comparison of users who are not sure of other brands 50
4.8.2 Graph representing Clicktofame preference over other brands 51
4.8.3 Percentage of brand preferences compared to clicktofame 51

TABLE OF CONTENTS
CH.NO TOPIC PAGE NO.
1.1 INTRODUCTION TO TOPIC 1
1.2 OBJECTIVES 1-3
1.3 RESEARCH DESIGN 3-9
1.4 LITERATURE REVIEW 10-11
2.1 COMPANY PROFILE 12
2.1.1 INTRODUCTION TO PHOTOGRAPHY BUSINESS 12
2.1.2 CLICKTOFAME PHOTOGRAPHY 12-13
2.1.3 MISSION OF THE COMPANY 13
2.1.4 VISION OF THE COMPANY 13
2.1.5 PESTEL ANALYSIS 14-19
2.1.6 PORTER’S 5 FORCE ANALYSIS 20-21
2.1.7 SWOT ANALYSIS 22
2.2 INDUSTRY PROFILE 23
2.2.1 GLOBAL SCENARIO 23
2.2.2 INDUSTRY STRUCTURE 23
2.2.3 PROFITABILITY 24
2.3 INDIAN ITES INDUSTRY 24
2.3.1 MARKET SIZE 25
2.3.2 MARKET STRUCTURE 26
2.3.3 KEY TRENDS 26
2.3.4 CHALLENGES FACED BY THE INDUSTRY 26
2.3.5 REGULATORY FRAMEWORK 27-33
3 RESEARCH PROBLEM AND METHODOLOGY 34
3.1 INTRODUCTION TO RESEARCH METHODOLOGY 34
3.2 METHODS OF DATA COLLECTIONS 35
3.3 SAMPLING DESIGN 37
3.4 STATEMENT OF THE PROBLEM 37
3.5 RESEARCH OBJECTIVES 37
3.6 PLAN OF ANALYSIS 38
4 DATA ANALYSIS AND INTERPRETATIONS 39-53
5 FINDINGS, RECOMMENDATIONS AND CONCLUSION 54
5.1 FINDINGS 54-55
5.2 RECOMMENDATIONS 56-58
5.3 CONCLUSION 59

6 REFERENCES 60
7 ANNEXURES 61-64
Abstract:
Businesses are expected to shift and spend millions in marketing in the coming years on
traditional advertising media like TV, print ads and the growing social media platform as well.
With the rapid growth in market size and ever increasing competition, marketing for any
business has become a core function and creating brand awareness is of utmost importance
today. Marketing over the years has evolved and now is divided into offline and online
platforms. Internet is becoming an important one stop point for consumers in finding most of
their needs. Be it communication, entertainment, shopping, information search, internet serves
as a solution for all their requirements, businesses have acknowledged this fact and started
creating brand awareness using it very efficiently, many consumers are online every day for
their personal work, on social media platform but do they notice the ads, banners displayed on
that platform, and most important their recall value same goes for the offline advertising. The
current study will help us understand the brand awareness for ClicktoFame along with its
products and services. The study sought to determine how aware people of Bangalore are of
the brand, can they recollect it, how did clicktofame get introduced to them and what can be
used to reach and create awareness for the brand; and to determine the relationship between
marketing and brand awareness.
“Marketing strategists agree that brand awareness in any industry gives that company an edge.
Brand awareness accomplishes several objectives for companies seeking to increase sales in
the marketplace. A brand awareness campaign needs to be flexible enough to grow with the
company and adjust if needed. The company should seek to build customer awareness, promote
its website and add value.”
The study will use an exploratory research design. The target population will be people living
in Bangalore. The study will use convenient sampling technique to select 100 respondents. The
primary data will be collected using close ended questionnaires.

Chapter 1
Introduction
1.1 Introduction to Topic:
Building and maintaining brand awareness are one of the central themes of research for
marketers for a very long time Brand awareness can be conceptualized as the final
dimension of consumer brand resonance symbolizing the with a brand. As brands gain
exclusive, positive, and prominent meaning in the minds of a large number of
consumers, they become irresistible and irreplaceable, and win the loyalty of the
consumers. Brand awareness, in return, brings sales revenues, market share,
profitability to the firms, and help them grow or at least maintain themselves in the
marketplace Marketers have utilized various means to maintain the brand awareness to
their customers, including brand elements, classical marketing mix variables, and new
methods of marketing such as events, sponsorships, one-to-one marketing activities,
Internet marketing and social media marketing. The aim of this paper is to focus on how
aware people of Bangalore are of the brand CLICKTOFAME and the products and
services provided by a professional photography studio. More specifically, the paper
tries to identify the effect of marketing on creating brand awareness which channel
should be used for future communication, given that the concept is receiving increasing
attention from consumers.
1.2 The aims and Objective of the study:
Today customers are facing a growing range of choice in the different brands of
products and services. They are making their choice on the basis of awareness of the
brand and presence of the brand in the market.
The essence of this study is to research how aware people of Bangalore are of
photography provided as a professional service, what are its product, are the consumers
aware of them all and what can be done to increase the brand awareness of the company
and also explore awareness dynamics based on the demographics of the respondents.

On the other hand, trying to see the interestand preferencestowards such services based
on the gender, age and occupation.
1.2.1 The main objectives are as follows:
1. To find out the awareness level for ClicktoFame and all products and services
are provided by a professional studio.
2. To ascertain the scope of ClicktoFame in Bangalore and understand whether
people are interested in photography provided as a professional service based on
Age, Gender and Occupation
3. To find out the brands with which ClicktoFame has to compete in the market.
1. To find out the awareness level for ClicktoFame and all products and
services are provided by a professional studio.
The Photography industry encompasses companies and individuals that offer a
range of photographic services, including still photography and videography for
private events. Commercial and portrait photography studios are also included
in this industry. This industry excludes all photography related to movie,
television and video production. Photography industry is growing a lot but at the
same time it is creating a problem for the Professional photographers. The
technology has grown so much in this sector that every person who owns a
professional camera considers himself a photographer. Now, Photography is not
a form of art, it has merely become some kind of activity which everyone does
having a camera with them. The primary objective of this study is to find out the
brand awareness level that currently exists for the Company in the market.
Whether the people of Bangalore know of such a brand providing products and
services.
This study aims to find out which all services provided by a professional studio
are the customers aware of and interestedin by telling them the options available
in the questionnaire.

2. To ascertain the scope of ClicktoFame in Bangalore and understand
whether people are interested in photography provided as a professional
service based on Age, Gender and Occupation
Photography in its digital form has a lot of exposure and a wide reach, in this day
and time people often celebrate but are they interestedin getting those moments
captured by a professional, to understand the scope for CLICKTOFAME in
different age group, genders and occupations. This study also intends to deeply
understand the awareness and interest levels of the consumer based on those
factors. Different age groups have different expectations. Like, someone in early
20s or teens would hire a photographer for shoots and for their portfolios. But at
the same time a person in his late 20s or mid might want to hire a photographer
for weddings purposes and some big functions and same goes with other age
groups and there would be others who despite being of any age may not be
interested in such services. Same thing applies to gender and occupation.
3. To find out the brands with which ClicktoFame has to compete in the
market.
Photography business is not one that is heavily marketed in a conventional way,
but it is important to know your competition and where they stand, with this
study I intend to also find out what other companies that provide similar product
and services are opted for by the consumer.
1.3 MARKETING RESEARCH:
Marketers use marketing researchto find answers to various questions related to market
dynamics, business environment and consumer behaviour. For this a formal research
design plan is created by marketers. But some marketers conduct research without
formal plan as well. For example, a hotel owner who asks returning customers what was
their experience during their stay at his hotel, is conducting a research without a formal
research design.

The major component of research design is to decide which type of marketing research
will be best suited for desired objective. Marketing Research can be classifiedinto three
categories depending upon the objectives of the research.
1.3.1 Exploratory Research:
Exploratory research is used in cases where the marketer has little or no understanding
about the research problem due to lack of proper information. For example, a marketer
has heard about social media marketing techniques which are employed by their
competitors with great success but he is not familiar with using these for his
products/services.
He needs to use exploratory market research to gain/discover insights about this
situation. Thus when the goal of the marketer is to precisely formulate problems, clear
concepts, gain insights, eliminate impractical ideas and form hypotheses then
exploratory research is used.
Exploratory research follows and unstructured format and makes use of qualitative
techniques, secondary research and experts opinions. For example, the marketer from
the previous case can use books, syndicated research, case studies, focus groups, expert
interviews and survey techniques to conduct exploratory research.
The results of exploratory research can’t be used for marketing decisions in most cases
at least not directly. Then the question arises why to do exploratory research in the first
place? Well the answer is the core goal of exploratory research is to equip marketers
with enough information to facilitate marketers plan a format research design correctly.
For example, by conducting exploratory research the marketer can find out that the
competition is using popular social media channels like Facebook, Twitter, LinkedIn
and YouTube to reach target consumers effectively and successfully engaging
customers with the brand directly. Now with this information he can plan a formal
research design to test his hypothesis.
1.3.2 Descriptive Research
Descriptive research is used to find accurate answers of questions like:

Who are users of my products / services?
How they are using my products / services?
What proportion of population uses my products / services?
What is the future demand for my products / services?
Who are all my competitors?
Thus descriptive research is used to explain, monitor and test hypotheses created by
marketers to help them find accurate answers. Due to this reason descriptive researchis
rigid, good structure and well planned and uses quantitative techniques like
questionnaires, structured interviews, data analysis etc.
For example, the marketer from previous case and use descriptive research to find out
if he also starts using social media marketing techniques for promoting his products and
services then:
How many of his current customers will be attracted to them?
How many new customers can be engaged using social media?
How much time, effort and money will be involved in this activity?
What will be the predicted return on investment (ROI)?
Will he be able to attract competitor’s customers?
1.3.3 Causal Research
Causal research is used by marketers to find cause and effect relationship of variables.
It is also sometimes referred as “If... Then…” method. In this type of research, the
marketer triesto understand the effectsof manipulating independent variable on another
dependent variable.
Causal research uses field and laboratory experimentation techniques to achieve its
goals. This research is used by marketers mainly to predict and test hypotheses.
Let’s take some test cases where causal research can be used:

What will happen to sale of my product if I change the packaging of the product?
What will happen to sale of my product if I change the design of the product?
What will happen to sale of my product if I change the advertising?
1.3.4 Research Methodology:
The study aimed to find awareness level of consumers for CLICKTOFAME. The focus
is to know consumer knowledge about photography provided as professional service by
studios, their products and services in Bangalore India. The means of collecting the
required data is to be done through conducting both primary research. The instrument
used for primary research was a close ended questionnaire with 15 questions in total.
Convenience sampling method is to be used for data collection. The study is to be
conducted using Sampling unit of 100respondents between age group of10 to 60. These
comprise of company employees and self-employed, housewives, students etc. The
study has been conducted in Bengaluru City. The secondary data from project
documents, evaluation reports, journals, magazines and surfing on the internet has also
been used for purpose of study. The data has been analysed with simple percentage. For
analysis, interpretation, and conclusion both primary and the secondary data are
included.
1. Primary data: It is information that you collect specifically for the purpose of
your research project. An advantage of primary data is that it is specifically
tailored to your research needs. A disadvantage is that it is expensive to obtain.
Collection of Primary Data
You can collect data from your sample population in different ways. Some
common collection methods include:
(i) Observation method,
(ii) Interview method,

(iii) Questionnaire method, and
(iv) Schedule method.
i. Observation Method:
In observation method, the information is sought by way of investigator’s own direct
observation without asking from the respondent. The main advantage of this method is
that it is free from subjective biasness, as it is free from respondent’s willingness. It is,
however, an expensive and time consuming method. Moreover, the information
provided by this method is very limited and some of the busier people like executives
may not be accessible to direct observation.
ii. Interview Method:
Primary data may be collected either through personal interviews or through
telephonic interviews:
(a) In the personal interviews the interviewer asks questions generally in a face to face
contact. Through interview method more and reliable information may be obtained.
Personal information can be obtained easily under this method. It is, however, a very
expensive and time consuming method, especially when large and widely spread
geographical sample is taken. Certain types of respondents, such as officials, executives
or people of high income groups, may not be easily accessible.
In this method, the respondent may give wrong and imaginary information. For
effective interview there should be a good rapport with respondents which is oftenvery
difficult to develop. For a good result the interviewer’s approach should be friendly,
courteous, conversational and unbiased for which a proper training is required.
(b) In telephonic interviews contact is made with the respondents through telephone.
The main merits of telephonic interviews are:
(i) It is more flexible and faster than other methods.

(ii) It is cheaper and less time consuming.
(iii) Recall is easy and replies can be recorded without causing embarrassment to
respondents.
(iv) At times, access can be made to respondents who otherwise cannot be contacted for
one reason or the other.
(v) No staff is required and wider representation of sample is possible.
This method also has several weaknesses. For example, the surveys are restricted to
respondents who have telephonic facilities and little time is given to respondents for
considered answers. It is not suitable for intensive surveys where comprehensive
answers are required for various questions.
iii. Questionnaire Method:
In this method a questionnaire is mailed to the person concerned with a request to
answer the questions and return the questionnaire. This method is most extensively
applied in various researches of human and economic geography.
The main merits of this method are given below:
(i) There is low cost even when the universe is large and is widespread geographically.
(ii) It is free from bias of interviewer as answers are respondent’s own words.
(iii) Respondents, who are not easily approachable, can also be reached conveniently.
Moreover, respondents are given enough time to give well thought answers.
The main demerits of this method are:
(i) Low rate of return of the duly filled questionnaires.
(ii) It can be used only when the respondents are educated and cooperative.

(iii) The control of the questionnaire may be lost once it is sent.
(iv) It is difficult to know whether willing respondents are truly representative.
(v) This method is likely to be the slowest of all.
iv. Schedule Method:
This method of data collection is very much like the collection of data through
questionnaires, with little difference that lies in the fact that schedules (proforma
containing a set of questions) are being filled in by the enumerators who are specially
appointed for this purpose. Enumerators explain the aims and objects of the
investigation and also remove the difficulties which any respondent may feel in
understanding the implications of a particular question.
This method is very useful in extensive enquiries and can lead to fairly reliable results.
It is, however, very expensive and is usually adopted in investigations conducted by
governmental agencies or by some organizations. Population census all over the world
is conducted through this method.
For the selectionof an appropriate method, the objective, nature and scope of study, the
availability of time and funds, and the level of precision required are to be taken into
consideration.

1.5 LITERATURE REVIEW
Brand Awareness
Brand awareness means the ability of a consumer can recognize and recall a brand in
different situations (Aaker, 1996). Brand awareness consists of brand recall and brand
recognition. Brand recall means when consumers see a product category, they can recall
a brand name exactly, and brand recognition means consumers has ability to identify a
The Journal of International Management Studies, Volume 4, Number 1, February,
2009136 brand when there is a brand cue. That is, consumer scan tells a brand correctly
if they ever saw or heard it. Moreover, Hoeffler & Keller (2002) indicate that brand
awareness can be distinguished from depth and width. Depth means how to make
consumers torecall or identify brand easily, and width expresses infers when consumers
purchase a product, a brand name will come to their minds at once. If a product owns
brand depth and brand width at the same time, consumers will think of a specific brand
when they want to buy a product. That is, the product has higher brand awareness.
Moreover, brand name is the most important element in brand awareness (Davis,
Golicic & Marquardt, 2008). As a consequence, brand awareness will affect purchase
decision through brand association, and when a product owns a positive brand image,
it will help in marketing activities (Keller﹐1993). A brand name offers a symbol that
can assist consumers to identify service providers and to predict service results (Herbig
& Milewicz, 1993; Janiszewski & Van Osselaer, 2000; Turley & Moore, 1995).
Brand awareness plays an important role on purchase intention because consumers tend
to buy a familiar and well known product (Keller, 1993; Macdonald & Sharp,2000).
Brand awareness can help consumers to recognize a brand from a product category and
make purchase decision (Percy & Rossiter, 1992). Brand awareness has a great
influence on selections and can be a prior consideration base in a product category
(Hoyer & Brown, 1990). Brand awareness also acts as a critical factor in the consumer
purchase intention, and certain brands will accumulate in consumers’ mind to influence
consumer purchase decision. A product with a high level of brand awareness will

receive higher consumer preferences because it has higher market share and quality
evaluation (Dodds et al., 1991; Grewal et al., 1998).

Chapter 2
2.1 Company Profile:
 Company Name: Elham Tech Solutions and Services L.L.P
 Company Status: Active
 Company Location: Bangalore
 Company Operations: Across India
 Company Category: Limited Liability Company
 Company sub Category: Non-government Company
 Class of Company: Private
 Age of Company: 1 year, 6 month
 Founders: Mir Amanulla Warsi
2.1.1 Introduction to Photography Business:
Professional photography businesses offer an array of services ranging from portraiture
to commercial products, from events – like weddings, family reunions, bar mitzvah, and
more – to conventions, and more. Their creativity is reflected and captured in shades,
tones, smiles, joy even grief.
2.1.2 ClicktoFame Photography:
CLICKTOFAME, an initiative of Elhamtech Solutions and Services LLP, Bengaluru,
is one of the fastest growing online fashion and lifestyle platform. In the cut-throat
industry of beauty and glamour, today, there is ample talent which goes unnoticed. It is
to make such talent reach its designed aspirations, which led to the kick-start of this
venture.
Crafted in the hands of experts indulged in a range of ventures in offline and online
businesses, affiliates and partners, CLICKTOFAME is an outcome of not just the need
from the businesses who are constantly seeking new, potential faces for a multitude of
promotional, branding, advertising or related activities. It is the route the destination to
not just test but also create a roadmap in the world of fashion and glamour.

CLICKTOFAME is ‘The Platform’ to affirm their footsteps in the world of glamour,
and make their talent visible.
If they have the dream, clicktofame will help the accomplish it.
2.1.3 Mission:
“Our mission is to remove limitations on creativity by offering customized photography
sessions based on the customer's vision in a comfortable setting capturing your
personality and natural expressions while minimizing your flaws. The company is
dedicated to leveraging emerging technologies to provide the highest level of quality
products and services, customer service, and exposure to the potential talents of the
company.”
2.1.4 Vision:
“The team of Clicktofame strive to not just excel as the premier photographic company
in India but evolve into an exclusive platform for fashion and lifestyle promotions, with
innovative products and services that capture the spirit of today’s youth and help them
establish and sustain an industry standing.
Because giving back to society is a core value for us, we don't think of ourselves as
merely a vendor of photographic services. Rather, we approach our relationship as your
full-fledged partner in the career development, doing what we can to help improve the
direction of the Indian fashion and modelling industry.”

2.1.5 PESTLE ANALYSIS ON PHOTOGRAPHY
A. POLITICAL
Photography is one of the best forms of personal documentation as it circulates more
rapidly and is not open to interpretation as much as the other forms of art therefore
making it more objective. It enables us to see quite clearly the results originated from
inequality more directly.
When the powerful way the art of photography which shows things as plain as they
endow human beings with mindfulness which paved the way for revulsions, social
movements and political fluctuations. Just like the way it happened in photograph of
Aylan Kurdi that shows a dead body of three-year-old washed up on shore. The
photograph which created indigence all around the world threw it into a relief that the
significance of investigating the results of ignoring global issues of refugee crisis or of
border security.
By following Viliem Flusser’s theoretical accounts on photography, this paper
interprets some ofthe most iconic photographs that conduced toward social and political
fluctuations, i.e., the Napalm Girl photograph from the Vietnam War, or, the woman in
red from the Gezi Resistance.
There a number of examples where there has been chaos in Politics just because of the
Photographs, which shows the world truth. The magic of Photograph is very different
as it gains the attention of the public, media etc.
B. ENVIRONMENTAL
Photography can expose environmental problems as nothing else, and it can help get
people to care. The stakes could not be higher. It’s ridiculous to think that we can
destroy so many of the Earth’s plants, animals and ecosystems and not think it can
happen to us. All of this will come back to bite us, and sooner than we think. It will not
be pleasant.

One doesn’t have to be published in national magazines to make a difference, either.
Local photographers can have a tremendous impact in getting their viewers to think
about what’s going on environmentally. Ever see a series of photos shot from the same
spot showing a meadow or a forestedhillside being bulldozed and developed? You can’t
look at a sequence like that and not stop to consider where you live as well as how you
live. Or, what about a photo essay on industrial food production? There’s no end to the
material, unfortunately.
Groups like the International League of Conservation Photographers are starting to get
photographers thinking environmentally and are also raising public awareness, from the
man on the street to heads of state. Cristina Mittermeier has done an amazing thing in
founding this group.
The photos need to inform readers of what’s really going on out there. The good news
is that there are many publishers who want to publish stories on environmental issues.
Self-publishing via the web is also an important option.
C. SOCIAL
Photography has impacted society by allowing people to see others whom they would
never have an opportunity to see otherwise. This includes presidents, politicians,
celebrities and people from foreign countries. The advent of photography changed
citizen voting behavior.
Photography is also largely responsible for the modern-day concept of celebrity. Before
the invention of photography, it was impossible for one person to have millions of fans
and followers worldwide.
Images have the ability to alter our perceptions. In 2003, Princeton psychologist
Alexander Todorov tested the ability of photographs to affect voting decisions.
Images also affect our opinions on other serious matters, such as war and crime.
“Selfie” itself is a big revolution in the world of Photography. It is nothing but “a self-
portrait photograph, typically taken with a digital camera or camera phone held in the

hand or supported by a Selfie stick. Selfies are often shared on social networking
services such as Facebook, Instagram and Twitter. They are usually flattering and made
to appear casual.
Photographs have actually become a style statement for some people. The number of
pictures being posted on social media, the more one is enjoying their life.
Photographs are having a huge impact on the social life right now. Earlier pictures were
being clicked for the sake of memories, but not photographs are being clicked to upload
on social media. There is not much attachment related to them.
D. TECHNOLOGICAL:
Travelling back in time, photography wasn’t as simple as ‘smile and click’ as we see
today. Back in 1820s,early cameras would take several hours to actually capture a film!
In 1940s Rapatronic Photographic technique was developed by Dr. Harold Edgerton.
The technique was used for capturing the growth of fireball of early nuclear explosion
and the cameras had exposure time of 10 nanoseconds. Multiple cameras (4 to 10) were
set with each rapatronic camera taking just one photograph at different intervals to
capture the growth of fireball.
The first ever color photograph was shot in 1861 by a Scott physicist by the name of
James Clark Maxwell. He used yellow, blue and red filters separately to photograph a
tartan ribbon and then combined the three images to create the final color photograph.
Technology has grown so much that there are cameras in phones which can do so many
things starting from the editing part to even swapping the faces.
Technology has done wonders in the world of photography, not just by making
innovations but by making it so convenient for people to capture the moments around
them without the help of a photographer which is really a very great achievement.
These days there is a variety of cameras available in the market which can do editing,
make videos with different kind of lens which is making it very easy for the customers
to invest in them even if they don’t come from a Photography background.

Here is the data which would explain the number of pictures being clicked every year:
E. LEGAL
Photography tends to be protected by the law through copyright and moral rights.
Photography tends to be restrictedby the law through miscellaneous criminal offenses.
Publishing certain photographs can be restricted by privacy law.
Photography of certain subject matter can be generally restricted in the interests of
public morality and the protection of children.
In India, Regulations apply to land-based photography for certain locations. A permit
is required for aerial photography in India, which normally takes over a month to
acquire.

In every country, there are different rules and regulations related to photography
. To name a few, I would be talking about Spain, Mexico and Iceland. But, every country
has their own set of rules.
Spain, taking pictures of police officers in many circumstances is illegal according to a
recent law passed by the current Popular Party government. The argument given is that
of protecting the identity and family of police officers who may find themselves
harassed afterwards. A far more limited version of the law had been in effectfor several
decades when police work is related to terrorism. There has already been one action
taken against a citizen photographing a police officer who she believed was acting
irresponsibly.
Mexico, Mexican law is not different from the general laws in countries like the United
States, however, it is possible that in some countries, unwritten cultural law may be the
strongest. In Mexico there are stories about photographers being attacked by both
authorities and citizens fearful of images of themselves being displayed. The typical
example is to alienate children from the view of an individual with a camera for fear
that the images are to prepare the abduction of the infant. Authorities may intimidate or
prevent any holder of a camera if they come into close perimeters of Government
buildings.
Iceland, working as a photographer or calling oneself a photographer requires a master's
degree in photography or a similar degree from another industry-based school in
Iceland.
Legal Rights of a Photographer:
1. If you can see it, you can shoot it.
2. What you can’t photograph:
•Where photography has been prohibited by law.
•Things that require special equipment to see.

What Photographers can do:
Know your rights.
Always be polite
Stand firm with the police.
Carry a voice recorder.
Get photo-recovery software.
F. ECONOMY:
Photography as an image–making process is not quite appreciated by budding artists
and professionals as an art form. This study is thus aimed at advancing photography as
a versatile creative medium of expression and a veritable tool for research and skill
acquisition for employment generation irrespective of one’s chosen career. A number
of literatures were reviewed to elicit information about the subject content of
photography which discussed the characteristics, types, phases in its historical
development and its role in a developing economy. It is found out that photography is
a potentially great creative art. In consequence, both professionals and amateurs are
encouraged to take to photography not only as a recreate venture but as an employment
generation medium for sustainable growth in a developing economy.

2.1.6 PORTER’S ANALYSIS
A. Rivalry among Present Competitors:
Rivalry occurs among companies that product similar products and it is more likely to
occur when one competitor tries to improve its standing. Therefore, the greater the
competitive rivalry in an industry, the less attractive it is to current players or people
who are planning to enter.
Photography Industry - Rivalry is high because many well-known brands such as
Cannon, Sony, and Olympic are the dominant players of the industry. And these
competitorsare trying to differentiate their products through new features and functions.
Rivalry is really unfavorable in the camera industry.
B. Bargaining power of Suppliers:
This determinant is exercised through increased prices or more complicate terms and
conditions of sale. When there are limited of suppliers, this factor will be more crucial.
Thus, the greater the bargaining power of the key suppliers to an industry, the less will
be the overall attractiveness of the industry.
Photography Industry - Supplier power is medium in the camera industry because
number of suppliers is limited due to the fulfillment of government requirements for
electronic products. Under these forces, camera industry is moderately unfavorable.
C. Threat of New Entrants:
Threat occurs when competition is intense which means new competitors add capacity
to the industry and bring the need to gain market share. Once again, the greater the
threat of new entrants, the less will be an industry’s attractiveness.
Photography Industry - Threat of new entrants is low. Since rapid pace of technological
change, new entrants will need large amounts of financial support to do development
and research. Therefore, threat of new entrants is low and it is favorable for the camera
industry.

D. Bargaining Power of Buyers:
This force is based on customers' efforts to look for reduced prices, improved product
quality, and added services which all will affect competition within an industry. The
industry will be less attractive when the greater the power of the customers served by
an industry.
Photography Industry - Buyer power is medium, which make the camera industry
moderately unfavorable. Customers have many choices to choose from, so they can
easily change their mind and buy camera from other competitors.
E. Threat of Substitute Products:
Substitutes are alternative product types that perform almost the same functions as the
original product. Substitute products are limiting the ability of the industry to charge
the product and constrain the profit of an industry. Same as all other forces, when the
threat of substitute products is high, the attractiveness of the industry will decrease.
Photography Industry - Threat of substitutes is medium. Many people like to use
cellphone as a photograph device because the photograph functions of cellphones are
become more alike to actual digital camera. Lastly, threat of substitutes is moderately
unfavorable to the industry.

2.1.7 SWOT ANALYSIS
#CLICKTOFAME
A. STRENGTHS:
Great Concept
Social Media Attention
Youth related
Powerful Contacts
B. WEAKNESS:
Financial Support
Too many sectors being handled under one main component
Gaining attention from all kind of people
Many events scheduled
Not focused on one event
C. OPPORTUNITIES:
Merger with other Big Companies
Many events can be hosted under one Banner related to different ideas.
Business ideas can be added to this like e-commerce, Wedding shoots etc.
D. THREATS:
Similar kinds of events are being conducted.
Other companies are financially strong.
Chances of getting lost in so many other events

2.2 Industry Analysis:
Summary:
The Indian ITeS industry, which grew at around 8.8% in 2015-16, is expected to
maintain its volume-driven growth in 2016-17, supported by the knowledge and
transaction services. Over the long term, a shift towards non-voice and multi-channel
customer relationship management segments, along with knowledge services, will be a
growth driver. However, stable billing rates and lack ofbenefits from rupee depreciation
will pull down margins for Indian ITeS companies in 2016-17.
Industry Information:
2.2.1 Global Scenario:
Introduction:
Competitive pressures and need for financial and operational efficiency have driven
companies globally tooutsource non-core business processes.Functions such as finance
and accounting, human resource management, etc are either outsourced to captive arms
or third-party companies (ITeS companies) that may or may not be in the same country.
Offshoring is another form of outsourcing.
2.2.2 Industry Structure:
NASSCOM has sized the industry at USD 177 billion in 2014, growing steadily at 5.5
per cent. ITeS services make extensive use of information and telecommunication
technologies. As players in the ITeS segment provide services such as customer
interaction, data entry and anlaysis and human resource management etc, the industry
can be segmented into services provided by in-house captive centres, spin-offs of global
companies, third party vendors, broad-based service providers and near-shored centres.

2.2.3 Profitability:
The ITeS industry is highly competitive wherein the significant competitive factors
affect margins like service quality, price, data security, industry experience, technology
capabilities and disaster recovery capabilities. Profit margins of the players are mainly
dependant on type of services they offer. Persistence of cost pressures are driving more
global players to turn to low-cost destinations; however, intense competition among
vendors is impacting their ability to price services.
2.3 Indian ITeS Industry:
Evolution of Industry:
Although the ITeS industry in India has been in existence since the late 1980s,
outsourcing emerged in the early and mid-1990s. It gained momentum in 1994, post the
liberalisation measures.
Introduction
India is the world's largest sourcing destination for the information technology (IT)
industry, accounting for approximately 67 per cent of the US$ 124-130 billion market.
The industry employs about 10 million workforces. More importantly, the industry has
led the economic transformation of the country and altered the perception of India in
the global economy. India's cost competitiveness in providing IT services, which is
approximately 3-4times cheaper than the US, continues to be the mainstay of its Unique
Selling Proposition(USP) in the global sourcing market. However, India is also gaini ng
prominence in terms of intellectual capital with several global IT firms setting up their
innovation centres in India.
The IT industry has also created significant demand in the Indian education sector,
especially for engineering and computer science. The Indian IT and ITeS industry is
divided into four major segments – IT services, Business Process Management (BPM),
software products and engineering services, and hardware.

The IT-BPM sector which is currently valued at US$ 143 billion is expected to grow at
a Compound Annual Growth Rate (CAGR) of 8.3 per cent year-on-year to US$ 143
billion for 2015-16. The sector is expected to contribute 9.5 per cent of India’s Gross
Domestic Product (GDP) and more than 45 per cent in total services export in 2015-16.
2.3.1 Market Size
The Indian IT sector is expected to grow at a rate of 12-14 per cent for FY2016 in
constant currency terms. The sector is also expected triple its current annual revenue to
reach US$ 350 billion by FY 2025, as per National Association of Software and
Services Companies (NASSCOM).
India, the fourth largest base for new businesses in the world and home to over 3,100
tech start-ups, is set to increase its base to 11,500 tech start-ups by 2020, as per a report
by NASSCOM and Zinnov Management Consulting Pvt Ltd.
India’s internet economy is expected to touch Rs 10 trillion (US$ 146.72 billion) by
2018, accounting for 5 per cent of the country’s GDP, according to a report by the
Boston Consulting Group (BCG) and Internet and Mobile Association of India
(IAMAI). India’s internet user base reached over 350 million by June 2015, the third
largest in the world, while the number of social media users grew to 143 million by
April 2015 and smartphones grew to 160 million.
Public cloud services revenue in India is expected to reach US$ 838 million in 2015,
growing by 33 per cent year-on-year (y-o-y), as per a report by Gartner Inc. In yet
another Gartner report, the public cloud market alone in the country was estimated to
treble to US$ 1.9 billion by 2018 from US$ 638 million in 2014. Increased penetration
of internet (including in rural areas) and rapid emergence of e-commerce are the main
drivers for continued growth of data centre co-location and hosting market in India

2.3.2 Market Structure:
Information technology in India is an industry consisting of two major components: IT
services and business process outsourcing (BPO). The sector has increased its
contribution to India's GDP from 1.2% in 1998 to 7.5% in 2012. According to
NASSCOM, the sector aggregated revenues of US$147 billion in 2015, where export
revenue stood at US$99 billion and domestic at US$48 billion, growing by over 13%.
India's Prime Minister Narendra Modi has started 'Digital India' project to give IT a
secured position inside & outside India.
IT-enabled services include a wide range ofservices that relyon information technology
as the means of service provisioning. We have segmented the Indian ITeS industry
horizontally (by services provided) into web services, customer care, transaction
services (finance, administration and payment services, procurement and logistics
services), and KPO-based services.
2.3.3 Key Trends:
The structure of the Indian offshoring industry is undergoing a steady change, with the
emergence of domain/industry specialised BPOs. The offerings of the service-providers
are now migrating to higher-end strategic processes. ITeS players are looking at
diversifying geographically too, with US and Europe witnessing a global economic
slowdown. Further, acquisitions, capacity expansions, consolidation and establishment
of global delivery centres are other growth routes explored. Evolution of new pricing
models is also evident.
2.3.4 Challenges Faced by the Industry:
Among the various challenges faced by Indian ITeS companies, attrition and lack of
infrastructure are the most significant. While prudent talent management strategies will
help companies tackle attrition, government schemes will help boost support
infrastructure for the industry.

2.3.5 Regulatory Framework:
A. Policy Framework:
The Government of India has a neutral stand on the ITeS industry. However, few
benefits which were earlier available through the STPI scheme have been discontinued
since March 2011.
B. Quality Standards:
Increasing commoditisation of services like customer care has made quality a
differentiating factor for companies to access and retain clients. In the ITeS industry,
the COPC and the e-SCM model are widely accepted quality evaluation models.
Frameworks like CMMI and Six-Sigma also allow companies to standardise their
processes and improve efficiency.
C. Information Security:
Increasing commoditisation of services like customer care has made quality a
differentiating factor for companies to access and retain clients. In the ITeS industry,
the COPC and the e-SCM model are widely accepted quality evaluation models.
Frameworks like CMMI and Six-Sigma also allow companies to standardise their
processes and improve efficiency.
D. Investments:
Indian IT's core competencies and strengths have attracted significant investments from
major countries. The computer software and hardware sector in India attracted
cumulative Foreign Direct Investment (FDI) inflows worth US$ 20.42 billion between
April 2000 and December 2015, according to data released by the Department of
Industrial Policy and Promotion (DIPP).

Indian start-ups are expected to receive funding worth US$ 5 billion by the end of 2015,
a 125 per cent increase in a year, according to a report by IT Industry association
NASSCOM.
The Private Equity (PE) deals increased the number of Mergers and Acquisitions
(M&A) especially in the e-commerce space in 2014. The IT space, including e-
commerce, witnessed 240 deals worth US$ 3.8 billion in 2014, as per data from
Dealogic.
India also saw a ten-fold increase in the venture funding that went into internet
companies in 2014 as compared to 2013. More than 800 internet start-ups got funding
in 2014 as compared to 200 in 2012, said Rajan Anandan, Managing Director, Google
India Pvt Ltd and Chairman, IAMA.
About 554 start-ups received funding this year compared to 342 during last year. Seed
and venture capital funds made investments worth US$ 3.4 billion this year, three times
the investment made last year. VC funding to the IT & ITes sector amounted to 55 per
cent of total VC funding made this year.
Most large technology companies looking to expand have so far focused primarily on
bigger enterprises, but a report from market research firm Zinnov highlighted that the
small and medium businesses will present a lucrative opportunity worth US$ 11.6
billion in 2015, which is expected to grow to US$ 25.8 billion in 2020. Moreover, India
has nearly 51 million such businesses of which 12 million have a high degree of
technology influence and are looking to adopt newer IT products, as per the report.
Some of the major developments in the Indian IT and ITeS sector are as follows:
 PurpleTalk Inc, a US based mobile solutions company, has invested US$ 1
million in Nukkad Shops, a Hyderabad based uber-local commerce platform that
helps neighbourhood retail stores take their businesses online through a mobile
app.

 KartRocket, a Delhi based e-commerce enabler has completed its US$ 8 million
funding round by raising US$ 2 million from a Japanese investor, which will be
used to enhance Kraftly, a mobile-first online-to-offline marketplace targeting
small sellers, individuals and home-based entrepreneurs in India in product
categories such as apparel and accessories.
 JustRide, a self-drive car rental aggregator, has raised US$ 400,000 in pre-series
A round offunding from a group of angel investors, including RedcliffeCapital’s
Mr Dheeraj Jain, which will be used to enhance its technology.
 Mumbai-based baby care and kids products e-tailer, Hopscotch.in, has raised
US$ 13 million in a Series C round of funding from Facebook co-founder Mr
Eduardo Saverin, which will help the firm in growth and expansion of its
technology platform.
 MoMark Services, a mobile based customer engagement platform for small and
medium businesses, has raised US$ 600,000 from YourNest Angel Fund and
LNB Group, to scale up its product offerings and talent acquisition.
 Shouut, a social discovery app by Giant Tech Labs Pvt Ltd, which helps
consumers discover deals, buy event tickets or redeem coupons, has raised US$
500,000 in angel funding from a high net-worth individual angel investor based
in India.
 Apple Inc. plans to set up its first technology development centre outside the US
in Hyderabad with an investment of US$ 25 million, which is expected to create
4,500 jobs, as per Mr Jayesh Ranjan, Secretary, IT for the state of Telangana.
 Xpressbees, an e-commerce logistics firm operated by Busybees Logistics
Solutions Private Limited, has raised US$ 12.5 million in a Series A funding, led
by its existing investors SAIF Partners, IDG Ventures, Vertex Ventures and
Valiant Capital, which will be used to strengthen technology initiatives and
processes of the firm.
 Housejoy, an online home services provider, has raised Rs 150 crore (US$ 22
million) in a Series B round of funding led by Amazon, and which also includes
new investors such as Vertex Ventures, Qualcomm and Ru-Net Technology
Partners.

 Global PE firm Blackstone Group has acquired a minority stake in an Indian
travel, transportation and logistics software firm, IBS Software, for US$ 170
million, by buying the stake from General Atlantic and few other shareholders.
 India’s top-tier IT company, Infosys Ltd, has bought a minority stake worth US$
3 million in Whoop, which is a US-based start-up that makes activity trackers
worn by athletes.
 Microsoft Ventures is planning to incubate 500 start-ups in India in the next five
years with a vision to create a viable and profitable business out of the booming
start-up sector in India.
 National Association of Software and Services Companies (NASSCOM) plans
to open four more tech start-up incubation centres in different parts of India, in
addition to existing three, in support of Government of India’s ‘Start-up India’
initiative.
 Nasscom Foundation, a non-profit organisation which is a part of Nasscom, has
partnered with SAP India to establish 25 National Digital Literacy Mission
(NDLM) centres in 12 cities across India, as a part of Government of India's
Digital India initiative.
 Infosys, India’s second largest Information Technology services company has
acquired US-based Noah Consulting, a provider of advanced information
management consulting services for the oil and gas industry.
 US-based Callidus Software Inc, cloud-based sales, marketing, learning and
customer experience solutions provider, has opened its centre in Hyderabad and
also launched its ‘The Lead to Money’ suite in Indian markets.
 Wipro Ventures, Wipro’s US$ 100 millioncorporate venture arm, plans to invest
in early-stage Venture Capital (VC) funds based in the US to pursue a strategy
of investing/partnering country-focussed VCs.
 A recent study by research firm International Data Corporation (IDC) suggests
that India may soon be able to catch up with the global technology trends that
have disrupted enterprises, industry and the way consumers behave and transact.

 Reliance is building a 650,000 square feet (sq ft) data centre in India—its 10th
data centre in the country—with a combined capacity of about 1 million sq ft
and an overall investment of US$ 200 million.
 Intel Corp plans to invest about US$ 62 million in 16 technology companies,
working on wearable, data analytics and the Internet of Things (IoT), in 2015
through its investment arm Intel Capital. The Indian IoT industry is expected be
worth US$ 15 billion and to connect 28 billion devices to the internet by 2020.
 Indian e-commerce industry is expected to grow at a CAGR of 35 per cent to
reach US$ 100 billion size in the next five years, as per a study by Assocham-
PricewaterhouseCoopers.
E. Government Initiatives
Some of the major initiatives taken by the government to promote IT and ITeS sector
in India are as follows:
 Mr Ravi Shakar Prasad, Minister of Communication and Information
Technology, announced plan to increase the number of common service centres
or e-Seva centres to 250,000 from 150,000 currently to enable village level
entrepreneurs to interact with national experts for guidance, besides serving as a
e-services distribution point.
 The Railway Ministry plans to give a digital push to the India Railways by
introducing bar-coded tickets, Global Positioning System (GPS) based
information systems inside coaches, integration of all facilities dealing with
ticketing issues, Wi-Fi facilitiesat the stations, super-fast long-route train service
for unreserved passengers among other developments, which will help to
increase the passenger traffic.
 The e-Tourist Visa (e-TV) scheme has been extended to 37 more countries
thereby taking the total count of countries under the scheme to 150 countries.
 Department of Electronics & Information Technology and M/s Canbank Venture
Capital Fund Ltd plan to launch an Electronics Development Fund (EDF), which
will be a 'Fund of Funds' to invest in 'Daughter Funds' which would provide risk

capital to companies developing new technologies in the area of electronics,
Nano-electronics and Information Technology (IT).
 The Human Resource Development (HRD) Ministry has entered into a
partnership with private companies, including Tata Motors Ltd, Tata
Consultancy Services Ltd and real-estate firm Hubtown Ltd, to open three Indian
Institutes of Information Technology (IIITs), through public-private partnership
(PPP), at Nagpur, Ranchi and Pune.
 Government of India is planning to develop five incubation centres for 'Internet
of Things' (IoT) start-ups, as a part of Prime Minister Mr Narendra Modi's Digital
India and Startup India campaign, with at least two centres to be set up in rural
areas to develop solutions for smart agriculture.
 According to research firm Gartner Inc, the Indian government is expected to
increase its spending on information technology (IT) products and services by
5.2 per cent to US$ 6.88 billion in FY 2015-16.
 The Government of India has launched the Digital India program to provide
several government services to the people using IT and to integrate the
government departments and the people of India. The adoption of key
technologies across sectors spurred by the 'Digital India Initiative' could help
boost India's Gross Domestic Product (GDP) by US$ 550billion toUS$ 1 trillion
by 2025, as per research firm McKinsey.
 India and the US have agreed to jointly explore opportunities for collaboration
on implementing India's ambitious Rs 1.13 trillion (US$ 16.58 billion) ‘Digital
India Initiative’. The two sides also agreed to hold the US-India Information and
Communication Technology (ICT) Working Group in India later this year.
 The Government of Telangana has begun construction of a technology incubator
in Hyderabad—dubbed T-Hub—to reposition the city as a technology
destination. The state government is initially investing Rs 35 crore (US$ 5.14
million) to set up a 60,000 sq ft space, labelled the largest start-up incubator in
the county, at the campus of International Institute of Information Technology-
Hyderabad (IIIT-H). Once completed, the project is proposed to be the world’s
biggest start-up incubator housing 1,000 start-ups.

F. Road Ahead
India is the topmost offshoring destination for IT companies across the world. Having
proven its capabilities in delivering both on-shore and off-shore services to global
clients, emerging technologies now offer an entire new gamut of opportunities for top
IT firms in India. Social, Mobility, Analytics and Cloud (SMAC) are collectively
expected to offera US$ 1 trillionopportunities. Cloud represents the largest opportunity
under SMAC, increasing at a CAGR of approximately 30 per cent to around US$ 650-
700 billionby 2020. The social media is the secondmost lucrative segment for IT firms,
offering a US$ 250 billion market opportunity by 2020. The Indian e-commerce
segment is US$ 12 billion in size and is witnessing strong growth and thereby offers
another attractive avenue for IT companies to develop products and services to cater to
the high growth consumer segment.

Chapter 3
Research Problem and Objectives
3.1 Introduction to Marketing Research:
Marketers use marketing researchto find answers to various questions related to market
dynamics, business environment and consumer behaviour. For this a formal research
design plan is created by marketers. But some marketers conduct research without
formal plan as well. For example, a hotel owner who asks returning customers what was
their experience during their stay at his hotel, is conducting a research without a formal
research design.
The major component of research design is to decide which type of marketing research
will be best suited for desired objective. Marketing Research can be classifiedinto three
categories depending upon the objectives of the research.
o Exploratory Research
o Descriptive Research
o Causal Research
3.1.1 Research Methodology:
The study aimed to find awareness level of consumers for CLICKTOFAME. The focus
is to know consumer knowledge about photography provided as professional service by
studios, their products and services in Bangalore India. The means of collecting the
required data is to be done through conducting both primary research. The instrument
used for primary research was a close ended questionnaire with 15 questions in total.
Convenience sampling method is to be used for data collection. The study is to be
conducted using Sampling unit of 100respondents between age group of10 to 60. These
comprise of company employees and self-employed, housewives, students etc. The
study has been conducted in Bengaluru City. The secondary data from project
documents, evaluation reports, journals, magazines and surfing on the internet has also
been used for purpose of study. The data has been analysed with simple percentage. For

analysis, interpretation, and conclusion both primary and the secondary data are
included.
3.1.2 Research Design:
A research design is the arrangement of conditions for the collections and analysis of
data in a manner that aims to combine relevance to research purpose with economy
procedure.
In this research I have used exploratory design for research.
Sample Unit: The sample unit pertaining to the study is 100 respondents of Bangalore
City.
Research Sampling Technique: Convenience Sampling
Research Sample Size: 100 Respondents
3.2Methods of Data Collection:
3.2.1 Data Collection:
The word data means any raw information, which is either quantitative or qualitative in
nature, which is of practical or theoretical use. The task of data collectionbegins after
a research problem has been defined and while deciding about the method of data
collection, the researcher should keep in mind that these are two types of data, primary
and secondary.
Primary data:
It is information that you collect specifically for the purpose of your research project.
An advantage of primary data is that it is specifically tailored to your research needs. A
disadvantage is that it is expensive to obtain.

Collection of Primary Data
You can collect data from your sample population in different ways. Some common
collection methods include:
(v) Observation method,
(vi) Interview method,
(vii) Questionnaire method, and
(viii) Schedule method.
For this study Questionnaire method was used.
Questionnaire Method:
In this method a questionnaire is mailed to the person concerned with a request to
answer the questions and return the questionnaire. This method is most extensively
applied in various researches of human and economic geography.
The main merits of this method are given below:
(i) There is low cost even when the universe is large and is widespread geographically.
(ii) It is free from bias of interviewer as answers are respondent’s own words.
(iii) Respondents, who are not easily approachable, can also be reached conveniently.
Moreover, respondents are given enough time to give well thought answers.
The main demerits of this method are:
(i) Low rate of return of the duly filled questionnaires.
(ii) It can be used only when the respondents are educated and cooperative.
(iii) The control of the questionnaire may be lost once it is sent.
(iv) It is difficult to know whether willing respondents are truly representative.

(v) This method is likely to be the slowest of all.
Secondary Data:
Secondary data refers to data that was collected by someone other than the user.
Common sources of secondary data for social science include censuses, information
collected by government departments, organisational records and data that was
originally collected for other research purposes.
3.3 Sampling Design:
Here the convenient sampling design has been used.
It is a statistical method of drawing representative data by selecting people because of
the ease of their volunteering or selecting units because of their availability or easy
access. The advantages of this type of sampling are the availability and the quickness
with which data can be gathered. The disadvantages are the risk that the sample might
not represent the population as a whole, and it might be biased by volunteers.
3.4 Statement of the Problem:
The objective of the company would be ensuring appropriate marketing for their
products and services to increase the brand awareness level for the project in the market,
for the, brand awareness will increase the reach and give the project an identity of its
own which the customers can appreciate and buy from. Understanding brand awareness
is always a challenge, as respondents either would not disclose or sometimes do not
assess their awareness level clearly. Many times the respondents can not specify the
reasons for their brand awareness or just forget the source.
3.5Research Objectives:
1. To find out the awareness level for ClicktoFame and all products and services
are provided by a professional studio.
2. To ascertain the scope of ClicktoFame in Bangalore and understand whether
people are interested in photography provided as a professional service based on
Age, Gender and Occupation
3. To find out the brands with which ClicktoFame has to compete in the market.

3.6 Plan of Analysis
A. Data Analysis
Analysis of data is done through a strategically designed close ended questionnaire and
evaluation is based on weightage of response based on the age, gender and occupation.
The research was conducted in the city of Bengaluru and a total of 100 respondents
were targeted in order to get an in depth understanding of the brand awareness level for
the company’s project Clicktofame.
B. Analysis
The data collected have been numbered and tabulated for the purpose of analysis. The
analysis has been cleverly thought through and done in a professional manner to avoid
any bias. On the basis of analysis, influences have been drawn and interpretations can
be made to further understand the awareness for the brand clicktofame. Summary of
findings have been recorded and suitable suggestion are given to improve the business
for Clicktofame.
C. Approach:
For the purpose of this study the city of Bangalore was finalised as the organization and
its operations are in this city. A total of 100 respondents of different age, gender and
occupations were targeted to get a wider view about the problem and accomplish the
objectives of this study. Due to time constraints and very limited brand existence for
Clicktofame convenience sampling was the method adopted for the research where
respondents answered the questionnaire using the internet and the platform used for the
study was google forms due to easy accessibility and unmatched reach.

Chapter 4
Data Analysis and Interpretations
Data Analysis:
4.1 When asked whether they were familiar with the brand Clicktofame and responded
with a “I’ve never heard of them”. Out of 62 people 58 % are men and only 42% are
women. One more thing which can be considered is that out of the 36 men, who’ve
never heard of them are the ones from the age group of 20 to 25 and 25 to 30.
Figure 4.1.1: The table represents the number of males and females that belong to
different age groups and have never heard of the brand clicktofame.
How familiar are you with Clicktofame Brand?
I've never heard of them
Gender Female Female
Total
Male Male
Total
Grand
Total
Age Group 20-25
years
25-30
years
30-35
years
35
above
15-20
years
20-25
years
25-30
years
30-35
years
Business 1 1 2 3 2 5 7
House Wife 1 1 1
Housewife 1 1 1
Self
Employed/Freelancer
3 1 4 4
Student 8 8 2 16 2 20 28
Working 5 3 1 1 10 7 2 2 11 21
Grand Total 18 4 2 2 26 2 26 6 2 36 62

Figure 4.1.2: The Bar Chart shows the respondents who have never heard of them
and also represents which profession do the belong to.
Figure 4.1.3: The pie chart shows the percentage of Men & Women
who aren’t aware about the brand clicktofame.
0
2
4
6
8
10
12
14
16
18
Female - 20-25 years
Female - 35 above
Male - 15-20 years
Male - 20-25 years
Male - 25-30 years
Male - 30-35 years
42%
58%
Percenatge of men & women who
arent awareabout the brand
clicktofame
women
men

4.2 When asked whether they were familiar with the brand Clicktofame and responded
with a “I've heard of them, but never buy their products or services”. Out of 35
people 57 % are men and only 43% are women. One more thing which can be
considered is that out of the 20 men, who’ve heard of them are the ones from the
age group of 20 to 25 and 15 to 20.
Figure 4.2.1: The table represents the number of males and females that belong to
different age groups and have heard of the brand clicktofame, but never tried their
products or services.
Figure 4.2.2: The Bar Chart shows the respondents who have heard of clicktofame but
never tried their products and services.
0
1
2
3
4
5
6
7
8
9
10
Female - 35 above
Male - 15-20 years
Male - 20-25 years
Male - 25-30 years
Male - 30-35 years
Male - 35 above
How familiar are you with Clicktofame Brand?
I've heard of them, but never buy their products or services
Total
Male Male
Total
Grand
Total
Age Group 15-20
years
20-
25
years
25-
30
years
30-
35
years
35
above
15-
20
years
20-
25
years
25-
30
years
30-
35
years
35
above
Business 1 1 2 2 1 2 5 7
Looking 1 1 1
Self
Employed/Freelancer
1 1 1
Student 2 3 5 3 9 12 17
Working 3 1 2 1 7 1 1 2 9
Grand Total 2 6 2 4 1 15 3 12 1 1 3 20 35

Figure 4.2.3: The pie chart shows the percentage of Men & Women who are aware
about the brand but don’t use their products
4.3 When respondents who “had never heard of them” were asked what would
encourage them to buy clicktofame products and services 15 people answered to it
saying advertising.
How familiar are you with Clicktofame Brand? I've never heard of them
What would encourage you to buy clicktofame
products and services?
Advertising
Gender Female Male Grand
Total
Business 1 1
Student 4 4 8
Working 3 3 6
Grand Total 8 7 15
Figure 4.3.1: The table represents the number of people who’ve never heard of
clicktofame but would be encouraged to buy clicktofame products and services if they
are advertised more and their distribution based on age, gender and occupations.
43%
57%
Percenatge of Men & Women who
are aware about the brand but dont
use their products
women
men

Figure 4.3.2: The graph represents the number of people who’ve never heard of
clicktofame but would be encouraged to buy clicktofame products and services if they
are advertised more and their distribution based on age, gender and occupations.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Business Student Working
Female - 35 above
Male - 20-25 years
Male - 30-35 years

4.4 When respondents who were not sure of their photography needs were asked about
which products or services would they be interested in. Out of all the respondent 20
choose multiple items and were 11 males and 9 females.
Which of the following
products or services would
you be interestedin offered
by ClicktoFame Brand?
Multiple Products and Services
How often do you require
professional photography
services?
Not Sure
Total
Male Male
Total
Grand
Total
Age Group 15-20
years
20-25
years
25-30
years
30-35
years
15-20
years
20-25
years
Business 1 1 1
Self Employed/Freelancer 1 1 2 2
Student 1 4 1 6 3 5 8 14
Working 1 1 2 2 3
Grand Total 1 6 1 1 9 3 8 11 20
Figure 4.4.1: The table represents the number of people who are not sure of their
photography usage but would be interested in multiple products and services offeredby
the brand.

Figure 4.4.2: The Bar Chart shows the respondents who are not sure of their
the brand.
Figure 4.4.3: The pie chart shows the Percentage of Men & Women who are aware
about Model Photoshoots but aren’t sure how many times they go take photography
services
0
1
2
3
4
5
6
Male - 15-20 years
Male - 20-25 years
45%
55%
Percenatge of Men & Women who
are aware about Model Photoshoots
but arent sure how many times they
go for photography services
women
men

4.5 When respondents were asked “How oftendo you require professional photography
services?”. Out of the 9 who use the services at least once every 2-3 months 4 were
male and 5 females. Another observation that can made is that maximum is female in
the age group of 25-30 years and own a business.
How often do you require professional photography services?
Ones every 2-3 months
Total
Male Male
Total
Grand
Total
Age Groups 15-20
years
20-25
years
25-30
years
30-35
years
15-20
years
20-25
years
25-30
years
35
above
Business 2 1 3 1 1 2 5
Student 1 1 2 1 1 2 4
Grand Total 1 1 2 1 5 1 1 1 1 4 9
Figure 4.5.1: The table shows the distribution of respondents who use such services at
least once every 2-3 months and their distribution based onage, gender and occupations.
Figure 4.5.2: The Bar Chart shows the distribution of respondents who use such services
at least once every 2-3 months.
0
1
2
3
4
5
6
7
8
9
10
Business Student Grand Total
Chart Title
15-20 years 20-25 years 25-30 years 30-35 years Female Total 15-20 years2
20-25 years3 25-30 years4 35 above Male Total Grand Total

4.6 When respondents were asked “How oftendo you require professional photography
services?”. Out of the 51 who were not sure 29 were male and 22 females. Another
observation that can made is that maximum people who were not sure fall in the 20-25
years’ age group.
Figure 4.6.1: Table represents the distribution of respondent who were not sure of their
photography requirements based on age, gender and occupations.
Figure 4.6.2: The Bar Chart represents the distribution of respondent who were not sure
of their photography requirements based on age, gender and occupations.
0
1
2
3
4
5
6
7
8
9
Female - 35 above
Male - 15-20 years
Male - 20-25 years
Male - 25-30 years
Male - 30-35 years
Male - 35 above
How often do you require professional photography services?
Not Sure
Female Female
Total
Male Male
Total
Grand
Total
Row Labels 15-20
years
20-
25
years
25-
30
years
30-
35
years
35
above
15-
20
years
20-
25
years
25-
30
years
30-
35
years
35
above
Business 1 1 1 1 2
Looking 1 1 1
Self
Employed/Freelancer
2 1 3 3
Student 1 8 1 10 4 11 2 17 27
Working 4 2 2 8 4 3 2 1 10 18
Grand Total 1 15 1 3 2 22 4 17 5 2 1 29 51

Figure 4.6.3: The Pie Chart shows the pattern of usage by respondent in terms of
percentage.
21%
51%
9%
18%
1%
Percentage of photography usage
patterns
Less than once a year
Not Sure
Once every 2-3 months
Once or Twice a year
Once per Month

4.7 When asked what is the first company that comes to mind when you think of
photography services 37 respondents used none or other synonymous words. Out of the
37 respondents 22 were male and 15 were female.
What is the
first company
that comes to
mind when
you think of
photography
services?
None (and Synonymous answers)
Total
Male Male
Total
Grand
Total
Age Group 15-20
years
20-
25
years
25-
30
years
30-
35
years
35
above
15-
20
years
20-
25
years
25-
30
years
30-
35
years
35
above
Business 1 1 2 1 1 1 3 5
House Wife 1 1 1
Looking 1 1 1
Self
Employed/Freelancer
1 1 1
Student 2 2 4 1 8 2 11 15
Working 3 3 1 7 2 2 2 1 7 14
Grand Total 2 5 1 5 2 15 1 12 4 3 2 22 37
Figure 4.7.1: The table represents the number of people who responded none or other
synonymous word when asked what is the first company that comes to mind when you think
of photography services.

Figure 4.7.2: The Bar Chart represents the respondents who responded none or other
synonymous word when asked what is the first company that comes to mind when you
think of photography services.
4.8 When asked what is the first company that comes to mind when you think of
photography services 2 respondents said it was clicktofame. Both the respondents were
male, students and falling in the age group of 20-25.
What is the first company that comes to mind when you think of photography services?
Clicktofame
Gender Male Male
Total
Grand
Total
Age Group 20-25 years
Student 2 2 2
Grand Total 2 2 2
Figure 4.8.1: The table represent the number of people who answered clicktofame when
asked what is the first company that comes to mind when you think of photography
services.
0
1
2
3
4
5
6
7
8
9
Female - 35 above
Male - 15-20 years
Male - 20-25 years
Male - 25-30 years
Male - 30-35 years
Male - 35 above

Figure 4.8.2: The bar graph represents the number of people who answered clicktofame
when asked what is the first company that comes to mind when you think of
photography services.
Figure 4.8.3: The pie chart represents the percentage of respondents who prefer other
brands over clicktofame.
0
0.5
1
1.5
2
2.5
Student
Male - 20-25 years
Male - 20-25 years
2%
98%
Percentage of respondentswho
prefer other brands over clicktofame
Click to Fame
Others

Interpretations:
Figure 4.1.1, The table clearly represents the number of males and females that belong
to different age groups and have never heard of the brand clicktofame. The table also
provides a breakdown of these based on gender and age which show. The project needs
to create more awareness in the age group 25-30 for males and age group 20-25 for
females.
From figure 4.1.3, it is clear that out of all the respondents who aren’t aware of the
brand 58% are men and 42% are women.
From figure 4.2.1, The table clearly represents the number of males and females that
belong to different age groups and have heard of the brand clicktofame, but never tried
their products and services. The table also provides a breakdown of these based on
gender and age which show. The project needs to be more creative in order to convert
potential customers into actual consumers.
From figure 4.2.3, it is clear that out of all the respondents who are aware of the brand
but don’t use their products or services. 57% are male and 43% are female.
From figure 4.3.1, The table clearly represents the number of people who’ve never
heard of clicktofame but would be encouraged to buy clicktofame products and services
if they are advertised more. Since most people thought advertising would encourage
them to use clicktofame more.
From figure 4.4.1, the table clearly represents the number of people who are not sure
of their photography usage but would be interested in multiple products and services
offered by the brand. This tells us though they are not sure about their usage they are
interested in multiple offerings by the brand and hence are potential customers.
From figure 4.4.2, the chart clearly shows the respondents who are not sure of their
the brand. Out the 20 respondents the project should concentrate more on the age group
20-25 as 6 females and 8 males fall under that age group.

From figure 4.4.3, it is clear that out of all the respondents who are aware about Model
Photoshoots but aren’t sure how many times they go take photography services 55%
are male and 45% are female.
Figure 4.5.1, the table clearly represents the distribution of respondents who use such
services at least once every 2-3 months and can be considered heavy users. There is no
difference in the respondents in terms of age or gender.
Figure 4.6.1, the table clearly represents the distribution of respondent who were not
sure of their photography requirements. These people can be convinced into buying the
brands product and services if proper brand awareness is created, marketing budget is
increased and more people are recruited for the project.
Figure 4.6.3, the pie chart shows the distribution pattern of usage for photography
services, with 51% being not sure these people can be converted into consumers with
increased marketing and brand awareness.
Figure 4.7.1, the table clearly represents the number of people who responded none or
other synonymous word when asked what is the firstcompany that comes to mind when
you think of photography services. These people have no prior preferences towards any
brand at particular for such services and hence should be targeted by clicktofame.
Figure 4.8.1, the table clearly represents the number of people who answered
clicktofame when asked what is the first company that comes to mind when you think
of photography services. This shows how limited to awareness for the brand is.
Figure 4.8.3, the pie chart represents the percentage of respondents who prefer other
brands over clicktofame. With other brands being 98% and clicktofame being 2%, this
tells us that the brand has a long way to go, will require more capital investment and
more man power.

Chapter 5
Findings, Recommendations and Conclusions.
5.1 Findings:
1. When asked for awareness about Clicktofame 62 people responded with “I’ve
never heard of them”
2. Out of the 62 people 58% are men and 42% were women
3. Out of the 36 men who weren’t aware of them 26 of them were in the age group
of 25-30.
4. Out of the 26 women who weren’t aware of them 18 of them were in the age
group of 20-35.
5. When asked for awareness about Clicktofame 35 people responded with “I’ve
heard of them but never buy their products or services”.
6. Out of the 35 people 57% are men and 43% are women.
7. Both the gender respondent with the answer “I’ve heard of them but never buy
their products or services” were in the age group of 20-25.
8. Advertising got the highest response when asked about what would encourage
them to buy clicktofame products and services. With 15 respondents who have
never heard of the brand asking for more advertising.
9. When asked “How often do you require professional photography services?”
maximum respondents were not sure about it.
10.The same question was analysed with supplementary question in which 20
respondents Both the gender respondent with the answer “I’ve heard of them but
never buy their products or services” were in the age group of 20-25.
11.Out of the 20 respondents 55% were men and 45 % were women who were not
sure of their need but were interested in multiple products and services offered
by the brand.
12.Both the gender respondent who were not sure of their need but were interested
in multiple products and services offered by the brand, were in the age group of
20-25.

13.When asked “How often do you require professional photography services?”
heavy users were only 9 since the answer “ones every 2-3 months” was chosen
by 9 respondents.
14.When asked “How often do you require professional photography services?”
maximum respondents were “not sure” about it with 51 out of the 100
respondents choosing the option.
15.The scope for the brand could be understood with the same question as it
answered the question with a usage pattern.
16.Most people are “not sure” about usage of such service amounting to 51% of the
total respondents, followed by ultra-light users using the service” less than once
a year” at 21%, followed by 18% of light users opting for “once or twice a year”,
followed by heavy users at 9% and lastly ultra-heavy users at 1%.
17.When asked “What is the first company that comes to mind when you think of
photography services?” 37 % people answered with a not sure or other
synonymous words. This tells us 37% people have no prior preferences towards
a brand when talking about professional photography services.
18.Out of the 37%, men were 59% and women were 41% with a total of 22 and 15
male and female respondents respectively not having a prior brand preference.
photography services?” only 2 respondents choose clicktofame over other
brands. Thus amounting to just 2%.
20.Both the respondents were male and fall in the age group of 20-25.
photography services?” 98 respondents choose to write various answers other
than clicktofame.

5.2 Suggestions & Recommendations:
Based on the responses for the study and the data collectedfor the same, analysing and
understanding them properly I would like to make the following suggestions and
recommendations for clicktofame to increase its brand awareness.
1. The awareness for the brand is seriously lacking and the company must
immediately increase its marketing for the project.
2. The lack of awareness between men and women is almost the same and hence
the company must focus on both the genders equally and create and advertising
campaign which is of relevance to both the genders.
3. Interest towards such services was most positive from the age group of 20-25 in
both the genders, but this is also the group with maximum unaware people. A
strategy to change this must be adopted, carrying out promotional activities at
cafes, pubs, clubs, colleges and malls must be introduced immediately as this is
the bigger chunk of the market.
4. A large number of people are aware of and interested in professional
photography services but never tried it. These have the most potential of being
converted into consumers and to lure them package deals must be introduced and
for the more reluctant trial offers with limited services should be introduced
which can ease them into it.
5. Maximum interest is shown by the age group of 20-25 and hence there should
be more concentration towards them. Promotional activities must be carried out
across Bangalore to reach more of the same age group. The activities must
consider the characteristics of the age group and therefore have elements of fun,
excitement, surprises and adventure. Events like open photoshoot workshop and
adventure photoshoot should be implemented to capture this market.
6. There is a huge gap in terms of the brands existence and its awareness which
needs to be filled at the earliest. There is almost no promotion and advertising
for it, company must let go of the fear of failure and spend some money on
creating a marketing campaign with appropriate advertising and promotions
being implemented immediately.

7. A lot of the people are not sure about their usage but do use such services to
certain extent since it is not realisedby them the opt for the brands when the need
arises and if they are available at the time. Clicktofame must capture this market
by letting them know of its existence and offering and keep updating them on a
regular base to keep it fresh.
8. Products like contemporary portrait, conventional portrait both group and
individual and event coverage must be highlighted more since people were least
aware about these products being offered. The company should start a youtube
page where they must put up samples of these shoots and heavily market them
using social media. They should create their own events using social messages
offer such products there and highlight them through use of social media and
internet.
9. Clicktofame is lacking behind with few other brands like GK vale already
leaving an impression on the respondents more. Thus the project must try to be
unique, think out of the box and implement the promotional ideas mentioned
above at the earliest.
10.Clicktofame should be proactive and try to reach the consumers more than just
waiting for them to come to them. The project lacks funding and man power and
it is to an alarming extent. In order to carry out above mentioned suggestions
they must 1st themselves decide where they want to be and start working toward
it. Since their goal is to target whole of Bangalore it will require quick actions,
proactive behaviour and increased advertising which will all require more
manpower and increased budget immediately.
The amount of money spent on the whole project i.e. #clicktofame should be increased
so that brand awareness could be increased, as because of the budget constraints many
of the ideas cannot be implemented.
The whole idea of the project is existing already and is been done on a larger scale by
other companies, so the firm needs to hire many more creative heads to work on it to
make it out of the box.

The number of employees employed for this projectis required to be increased; because
of the low manpower it becomes difficult to increase the reach of the project and to
build brand awareness.
The marketing strategy needs to be more innovative to increase the response from the
target audience. The target audience has to be identified, because the response tells us
exactly who are the people actually interested in these services.
If marketing budget is increased and more people need to be hired to work on the
project.

5.3 Conclusion:
The research has been all about understanding the brand awareness level for
Clicktofame and the scope for it in Bengaluru. With the kind of responses and by
conducting the event, the conclusion can be made that the photography service sector
needs to change and introduce new promotions in order to change the perception about
such products and services. They can merge with different sectors like Styling,
innovative software’s and different concepts. Now, they just cannot open up this
business and expect people to come searching for them, they need to increase their
reach, put more funds into the operation, it’s the time when they actually have to reach
the customer to increase the business.
The responses collected explains very clearly the expectations of the public, so this
sectorhas to keep all of it in mind and then come up with very strong marketing strategy
with the expected services and even need to add all the upcoming trends into the
business to keep them in the business.

References
https://www.crisilresearch.com
http://www.ibef.org/industry/information-technology-india.aspx
https://www.scribd.com
https://www.wikipedia.com
https://www.slideshare.com

Annexures
Brand Awareness Survey
This questionnaire is designed to help and promote clicktofame as a brand and
understand the level of awareness the people of Bangalore have about it as a brand and
its products and services.
1. What is your Name?
A. _______________________________________________________________
_________
2. What is your Gender?
A. Male
B. Female
C. Other:__________________________________________________________
_________
3. What age group do you fall under?
A. 10-15
B. 15-20
C. 20-25
D. 25-30
E. 30-35
F. 35 above
4. Occupation?
A. Working
B. Student
C. Looking
D. Business
E. Self Employed/Freelancer
F. Retired

G. Others:__________________________________________________________
_______
5. Are you aware/interested in professional photography services?
A. Yes
B. No
C. Maybe
D. Definitely Not
6. What is the first company that comes to mind when you think of photography
services?
A. _______________________________________________________________
_________
7. Have you ever tried professional photography services?
A. I've never heard of it
B. I've heard of it, but never tried it
C. I get my photos taken by professionals occasionally
D. I get my photos taken professionally on a regular basis
8. How often do you require professional photography services?
A. Ones per month
B. Ones every 2-3 months
C. Ones or Twice a year
D. Less than once a year
E. Not Sure
9. Which products are you aware of that are offeredby professional photography
studios?
A. Model Photoshoot
B. Portfolio Shoot

C. Product Photoshoot
D. Architecture Shoot
E. Graduation
F. Event Coverage
G. Contemporary Portrait
H. Contemporary Group
I. Conventional Portrait
J. Conventional Group
10.How familiar are you with Clicktofame Brand?
A. I've never heard of them
B. I've heard of them, but never buy their products or services
C. I use their products or services occasionally
D. I buy their products or services on a regular basis
11.What would encourage you to buy clicktofame products and services?
A. Advertising
B. Professional Networking
C. Promotions
D. Hobbies/Interest
E. Others
12.Which of the following products or services would you be interested in offered
by ClicktoFame Brand?
A. Model Photoshoot
B. Portfolio Shoot
C. Product Photoshoot
D. Architecture Shoot
E. Graduation
F. Event Coverage
G. Contemporary Portrait

H. Contemporary Group
I. Conventional Portrait
J. Conventional Group
13.Where have you seen advertisements for Clicktofame Brand?
A. Posters
B. Flyers
C. Newspapers
D. Website
E. Social Media
F. Friends
G. Others
14.When you hear about professional photography services, can you recall
clicktofame brand?
A. Yes
B. No
15.How likely are you to buy clicktofame products and services in the future?
A. Very Unlikely
B. Somewhat Unlikely
C. Not Sure
D. Somewhat Likely
E. Very Likely

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