I think a lot of people choose a photographer based solely on cost. A low cost photographer can get the job done, but several factors set photographers apart from a mall studio. For one, to a mall studio, every customer is a dollar sign. A professional photographer offers an experience, not just pictures. A good photographer lets the customer know that they are the number one priority and makes the experience memorable. Also, a good photographer educates a client through every step of the process.
A good photographer also follows up with the client to offer the best service possible, chooses the best and most flattering photos, and never pressures a client to make a purchase. If a customer likes the pictures, they pay for them, if not, they pay for nothing. So, you can choose a mall studio, or a more expensive photographer who will go out of his or her way to ensure the entire process is memorable and pleasant.