A Survey of the Characteristics of Consumer Segments Served by Freelance Photographers in Nairobi

Abstract

The objectives of this study were to establish market coverage patterns, to establish the characteristics of consumers served by freelance photographers and to determine the consumer segments served by freelance photographers in Nairobi. The aim of this study was to enable freelance photographers to have a fairly good understanding of his customers in terms of demographics, , geographics, psychographics, and behavioral characteristics. This knowledge would help the freelance photographer to meet the needs of his customers more profitably.

Descriptive design was used in the study. The population in the study was , freelance photographers in Nairobi. A sample of 200 freelance photographers was used. All 84 photoshops in Nairobi were used for the study. Two freelance photographers in 52 photoshops and three photographers in the remaining 32 photoshops were interviewed making a total of 200 respondents. Primary data was used in the study. The research instrument was a questionnaire.

Percentages were used to establish market coverage patterns. Percentages and frequency distribution was used to establish characteristics of consumers and to determine consumer seqrnents served by freelance photographers in Nairobi. The findings indicate that most freelance photographers practice both mass marketing and differentiated marketing. However, very few practice niche and local marketing. Individual marketing is popular among the freelance photographers. There are many consumer segments that are yet to be exploited.

It was difficult for freelance photographers to find time for the interview, as November is a busy season. It is recommended that the study is replicated for the whole of Kenya. Also a larger sample size is recommended.