Consumer Behaviour in Family Photography

This bachelor’s thesis explores how customers approach the selection of a family photographer and what factors influence their choice. Its aim is to analyse consumer behaviour in the context of choosing a family photographer in the Czech market and to identify the key factors that directly affect the decision-making process. The thesis is divided into a theoretical and a practical part. The theoretical part focuses on the development and significance of family photography, current trends, and the fundamentals of consumer behaviour, including the stages of the purchasing decision-making process. The practical part is based on a combination of three research methods – an expert interview, in-depth interviews with clients, and a quantitative questionnaire survey. The research provides a comprehensive insight into consumer decision-making and enables the identification of differences across various demographic groups. The thesis also includes practical recommendations for photographers.