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PrefaceWe the students of IES College have planned to do a

study about the trend of the people going to the

theatre for movies.

Our objective behind doing this survey is to know

their behavior behind going to these theatres.

Our target audience for this survey is

students/teenagers.

Here we have surveyed 100 students to know the

trend about theatres.We would like to thank our teacher dr. richa

choudhary

For giving us this opportunity to work on such an

interesting project.


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IndexExecutive summaryIndian film scenario

Multiplex

Single screens

ObjectiveResearch methodology

Data collectionData analysis

ConclusionSuggestions

References


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EXECUTIVE SUMMARY

This study is all about to understand theconsumers perception towards the multiplexes and toforecast the future of multiplexes.

The study reveals that the future of themultiplexes is very bright and since there is suddenincrease in the per capita income which led to the

increase in standard of living of the natives.Now the metropolitan culture has started intruding inthe city and people are in the condition to spend more.The spurt in the nationwide standard of living of thepeople has led to some very drastic changes in the currentscenario.

This study is carried out with the help ofquestionnaire which discloses the extravagantresponses of the respondents towards the multiplexes.As per the data collected we found that allrespondents welcome the culture of multiplexes in thecity.

The people are very happy to have the pleasantexperience of watching the movie in multiplexes.The fact is quite apparent with the kind of data

we have gathered through this study whichis mentioned later.


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In our research project our point of focus is ondetermining the movie viewing habits of the students.

It includes the medium preferred by the peoplefor watching movies, how frequently they watch movies

and what their monthly expenditure on it is.


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Introduction

Bollywood movies have always been the greatest entertainer for

the public of India. Mumbai, the centre of Hindi Film Industry, is no

exception to it. Movies entertain a great deal of people, however

some may like comedy, other could love thriller or suspense andsome might prefer watching romantic love stories. Films, whether

Hindi or English, attract the crowd in cinema halls, where people

can actually enjoy them.

Earlier Cinema Halls used to be very different from the present day

ones, which have first-rate environment, sound systems andexcellent air-conditions. Actually the grand infrastructure has

changed the idea of cinema halls to multiplexes and. Multiplexes

show several movies in different halls at one point of time, without

any problem too.


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What is Multiplex??

A Multiplex is a multi screen entertainment complex showingdifferent films under one roof with other type of supporting differentfilms under one roof with other type of supporting business in the

vicinity like restaurants, shopping arcade and other entertainmentavenues. Emergence of multiplexes has made movie going andevent. People can go at just about anytime and find something towatch. It also enables exhibitor to show a variety of moviesappealing to several segments of movie goers while servingpatrons from common support facilities such as box office,concession areas, rest room and lobby.

In the last decade, with the liberation of the Indian economy,people's tastes, lifestyle, social behavior and culture haveundergone fundamental transformation. The two main catalysts forthis change have been the development and growth of theelectronic media as a source of information and entertainmentcoupled with the increase in purchasing power of the averageperson. This has a tremendous impact on the leisure andentertainment industry in general and the film industry in particular,with far reaching consequences.


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Objective of the survey To identify the preferences among students from the

varied multiplexes

To identify the services expected bystudents/teenagers from the multiples.

To check the brand loyalty factor among teenagers

when it comes to multiplexes

To know the competitors and key players in the

multiplex market in Mumbai

To know the factors that influence the target

audience when it comes to selecting a theatre


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RESEARCH METHODOLOGYResearch Methodolog y c ompr ises o f def in ing the prob lem,

col lect ion, organizing and evaluat ion data, making deduct ion s,

reaching conc lus ions and suggesting solut ions.

Problem definition

The problem area is the perception and preference ofdifferent customers for the multiplexes and singlescreens theatres in Mumbai. The customers tastes andpreferences keep changing day by day. The factors likeprice, quality, place, the service delivery, ambience,

physical elements- interior, parking and many more doinfluence the perception and preference of thecustomers towards a particular good or a service. Sothe experiences the local people have had and thefuture prospects of multiplexes in Mumbai need to bestudied.


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Data collectionThe primary data are those which collected afresh and for thefirst time, and thus happened to be original in character.

For our research we have used only the survey method to

conduct our analysis.

We prepared a questionnaire and got it filled by 50 students.

The data collected by us have shown amazing results asthere are people/students who have give varied responses about

the topic that we have surveyed about.

The data collected by us have been shown in a graphical

form to be better understood and interpreted.


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Why are Multiplexes preferred over thesingle screens?

On the basis of our analysis, 94% of the people think

that Multiplexes are better options than Single Screen(Cineplex) whereas; only 6%negate the fact. Thereason behind this can simply be answered by pointingout the difference between single screenand multiplexes.

MULTIPLEXES SINGLESCREEN

The multiplexes enjoysrebates and exemptions

from the government.

Single Screen does notenjoy such exemptions on

part of government

They just dont offer moviebut also offer so called add-on facilities.

Cineplex on the other handoffer only movies and noextra facilities.

They offer customer withchoice indifferent movies.

They offer customer withchoice indifferent movies.


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Talking of the ambience,multiplex offer better sitting, Dolby digital sounds andgood graphics for viewers

Single screens on the otherhand do not offer suchfacilities to viewers.

Multiplexes, by offeringfood courts, ATM Facility,shopping facilities can offer

Add value to money tocustomers.

Single Screen on the otherhand does not offer addvalue to money to thecustomers income.

The mushrooming of multiplexes has thrown up hugecompetition amongst multiplexes and is giving the stand-alone theatres a run for their money.However, multiplex owners are still upbeat about theirbusiness.

But the road ahead for theatre owners is both exciting andchallenging.The service industry is ever changing and you have tochange proactively.


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ANALYSIS OF DATA

The following graphs and table are basically arepresentation of the respondents in the form ofquestionnaire being filled by them. The number andpercentage wise distribution is shown below and alsoseparate analysis of the graphs has been showntherewith. Finally a detailed conclusion of all the graphs

has been told focusing on key points as well.

GRAPHICAL REPRESENTATION OFDATA

A questionnaire on customer perception regardingmultiplex in Mumbai.


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A) Where do u go for watching movies?

1) Single screen

2) Multiplex

3) At home

INTERPRETATION

From the above chart we can see that 63% of the total respondentswould prefer to go to MULTIPLEX in Mumbai. This is obviously dueto the quality and service provided by multiplex. The 37 % are not

willing for MULTIPLEX because of the high price and their lowdisposable income majorly. The 10% like it at home as it is morecomfortable and less expensive. The 27% go to Cineplex as it iseither near by or less expensive.

single screen

27%

multiplexes

63%

At home

10%

QUESTION 1


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B) Preference of the theatre

INTERPRETATION

From the above chart we can interpret that 27% of the people gopvr cinema ,this is the highest vote of people going to pvr to watchmovie. Next there is a tie between two theatres that people havevoted for is or they visit is25% to fame and 25% to cinema.teh 18% of the people go to inox

and 5% to others.

PVR, 27

CINEMAX, 25FAME, 25

INOX, 18

OTHERS, 5


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C) Frequency of going to these theatres

INTERPRETATION

From the above chart we come to know that 28% of the people goto the theatres very often ,while 29% ,where it is just 1% more thatgo to the theatres to watch movie weekly. 42% of the people go tothe theatres monthly and the rest that is 1% of them go very rarely.

A

28%

B

29%

C

42%

D

1%


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D) What do people look for in a theatre

INTERPRETATION

From the above chart we come to know that 28% of the people

look in the theatres for the ticket rates and choose the theatre.

Where 40% of the people look for the ambience of the theatre and

visit it frequently. 25% of the people fo in for the graphics and the

sound quality. 7% of them have interests in the theatres for other

things.

28%

40%

25%

7%

A B C D


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E) With whom do they prefer watching movie?

INTERPRETATION

From the above chart we interpret that 40% of the people have

preferred going to the theatre with their friends, while 26%of them

like to go with their families ,27% of them like to go with their

partners while 7% of them like to go alone.

40%

26%

27%

7%

A B C D


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F) The price they pay for their tickets

INTERPRETATION

From the above chart we interpret that 10% of the people pay Rs50-100, while 37% of the people pay between

Rs100-150, where 40% of the people pay between

Rs 150-200,and 13% of them pay above Rs 200 for a ticket.

10

37

40

13

A B C D


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G) Are you choosy about the theatre you go to?

A. Yes

B. No

INTERPRETATION:

As we know that there is lot of competition among the

multiplexes. And as the service offered is also of quite same

level, around half of the target is quite choosy about the

theatre they go to whereas many quite dont mind trying out

some other multiplexes.

A

43% B57%Other57%

Chart Title


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I) Through what medium do you usually buy your

tickets?

INTERPRETATION:

People still very much prefer booking their tickets by

personally going to the counter whereas; many have started

using their internet to book their tickets through debit/credit

cards. This can also be due to Debit/Credit card companies

offering various offers on ticket bookings through their

respective cards.

A

19%

B

30%

C

50%

D

1%

10


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) Which show you usually prefer going to?

INTERPRETATION:

As the entire target audiences were students, Morning show

was the least preferred. Whereas matinee and prime were

among the most preferred ones.

A

10%

B

33%

C

34%

D

23%

Chart Title


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K) What kind of movies you usually go for?

A. Romantic

B. Action

C. Suspense

D. Other

INTERPRETATION:

Thus, can be seen that romantic and suspense genre is

most favorite among the teenagers. Some preferred others

thus further stating genres like rom-com and comedy.

A

32%

B

26%

C

32%

D

10%


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CONCLUSION

The major segment of the customer is the STUDENT

COMMUNITY which prefers to watch movies during the

Morning and the Afternoon Shows.

This customer segment is not very much inclined to buy

the food refreshments been sold inside the

multiplex.Major because of 2 factors.

1. FOOD PRICING

2. QUALITY OF FOOD

Gives a clear vision of the fact that the customer is highlysatisfied with the Ticket Pricing, Service given and most

importantly impressed by the SEATING AND PROJECTING

ARRANGEMENT.

We as Market Researchers after completing our research

come to a conclusion that FOOD PRICE and FOOD

QUALITY are the two weak links in the business of

multiplex.


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Suggestions The suggestions stated below are primarily given by

the customer during the filling of Questionnaire

The following are the most important and most

highlighted suggestions are----

1. LOW FOOD PRICE

2. IMPROVE FOOD QUALITY

Some more suggestions which are also given by

some customers are----

INCREASE THE NUMBER OF SEATS

IMPROVE SERVICE

IMPROVE SOUND AND PICTURE QUALITY

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