brm research(final)

7/31/2019 BRM Research(Final)

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BUSINESS

RESEARCH

Group 9

Sonali ChoudharySwathi Gowda

Tanya Verma

Tripti Pandey

Vinay Simha

Zain Ahmed


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Scope of multi-screen

over single screen theatresin Bangalore using Multi-

dimensional Scaling


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Introduction


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Multidimensional scaling (MDS) is a set of

related statistical techniques often used in informationvisualization for exploring similarities or dissimilarities in

data.
http://en.wikipedia.org/wiki/Statisticalhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Statistical


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About the Research

A study on scope of single screen and multi screentheatres in Bangalore

Considering Bangalore as one the emerging cities in India,

we are finding peoples desire to watch their favourite

movies in cinema halls. We wish to find out whether theylike to watch it in a single screened hall (e.g. Urvashi,

Rex, Cauvery etc) or multiplex (which is in rage now

among most of the youngsters such as PVR, Inox, Fame

Lido etc)


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Objective of the Study: Behaviour of people towards

multi-screen & single screen cinema halls

Hypothesis to Be Tested:

Ho: Present generation do not prefer multi-screen over

single screen theaters

Ha: The present generation prefer multi-screen over singlescreen

Data Needs:

Set of people visiting multiplexes and single screen

Languages screened in theatres Location

Food and ambience

Format of the Questionnaire: Mixed form of

questionnaire


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Research Report


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Research Methodology

Type of research Descriptive ResearchResearch Question Scope of single and multi screen

theaters in BangaloreSample Size 56Sample Population Students, Govt, Corporate employee,

home makers and self employedPrimary Data Responses through questionnairesSecondary Data Theatre owners & managersResearch Tools

MDS


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The survey was conducted among 56 respondents

keeping their age, occupation and mother tongue asfew of the basis for comparison

Following were the factors for choosing the theaters

Price

Acoustics

Locations

Screen size Cleanliness

Crowd

Sitting comforts etc


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Single Screen Multi-Screen Total

Single Screen 26 26

Multi-Screen 30 30

24

25

26

27

28

29

30

31

Screen Preferred

MornAfterno

onEve Night Total

Weekdays SingleScreen

1 2 15 3 21

Weekdays Multi-Screen

6 3 11 5 25

05

10

15202530

a) When do you watchmovies?

MornAfternoo

nEve Night Total

Weekends SingleScreen

4 4 12 3 23

Weekends Multi-Screen

6 6 14 7 33

05

101520253035

b) When do you watchmovies?

2-3times aweek

Once aweek

2-3times amonth

Once amonth

Rarely Total

Single Screen 2 2 2 15 1 22

Multi-Screen 1 4 10 13 6 34

05

10152025

303540

How often do you watchmovies


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Stronglyagree

Agree Neither DisagreeStronglydisagree

Total



05

101520

253035

Crowd affects choice oftheatre

Stronglyagree


Total



05

101520253035

Prefer to watch 3D inmultiplex

Stronglyagree


Total



05

1015

20253035

Location affect choice oftheatre

Always Mostly Never Total

Single Screen 4 10 11 25

Multi-Screen 2 23 6 31

0

5

1015

20

25

30

35

Do you book tickets inadvance?


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Stronglyagree

Agree NeitherDisagre

eStronglydisagree

Total



0

5

10

15

20

2530

35

Quality of equipment betterin multiplex


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Total, 24

Total, 32

0

10

20

30

40

50

60

70

80

0 5 10 15 20 25 30 35 40 45

Single

Scre

en

Multi-Screen

Opinion

Single Screen

Multi-Screen


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InferencePositive Impact1. Convenience:

a) Location: Multiplexes had cut the distance people have to travel

to catch a movie

b) Ticket booking Facilities: People standing in the queue has

reduced due to booking facilities like online, tele booking, home

drop etcc) Show programming: Flexible show timings as per their

convenience

2. Ambience: Overall ambience of the Audi, cafeteria and lounge

has improved many folds3. Comfort: Comfortable seats for hassle free viewing

4. Quality: Excellent projection system (Xenon, THX projection)and better audio output also it is safe as the gentry that comes to

watch a movie in multiplexes is far better than a single screen


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Negative Impact

1. Pricing: Exorbitant ticket and food &beverages prices are

a big downer

2. Cramped space: Put in maximum seats in the available

space to maximize returns while compromising on

comfort in form of proper bucket seats and leg space

3. Non-Rationalization in pricing as per seating: Prices inmultiplexes are more or less same across the auditorium

seating layout

Inference


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Conclusion There is a very mere gap between peoples preference

towards multi-screen theatre and single screen theatre

30 out of 56 respondents prefer watching movies in multi-

screen theatre whereas remaining 26 respondents prefer

watching movies in single screen theatre

With more facilities such as ambience, comfort, quality in

equipments and better security for the audience multi-

screen theatres has a edge over single screen theatres Therefore our assumption/hypothesis Ho is accepted


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Limitations of the Study

Some of the respondents might refuse to fill the

questionnaires

The responses may vary as some people might not

come up with real answers

People might be busy in their own work so they

might not give actual responses.

Limitation of time Like any other research the limitation of personal bias

of respondents limits the scope of the study


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Thank you

brm research(final)

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