Exploratory study: Internet helps in enhancing pre purchase information in film industry

Final Year Project

Submitted to Dr. Manzoor Khalidi

Submitted by Fahad Ahmed Farooqi (09-2650)

December 20, 2011

PROGRAM BACHELORS OF BUSINESS ADMINISTRATION (BBA) FALL 2012 National University of Computer & Emerging Science Management Science Department, Karachi

FAST SCHOOL OF BUSINESS, KARACHI

Recommendation for External Examination

This final year project, here to attached, titled, internet helps in enhancing pre purchase information search in film industry, prepared and submitted by Fahad Ahmed Farooqi, in partial fulfillment of the requirements for the degree of Bachelors of Business Administration (BBA), is hereby forwarded for appropriate action.

Mr. Hasan Javid Advisor

_________________

Mr. Manzoor Khalidi H.O.D. Management Science Department

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FAST SCHOOL OF BUSINESS, KARACHI

Certificate of Completion
The final year project, Internet helps in enhancing pre purchase information search in film industry, prepared and submitted by Fahad Ahmed Farooqi, in partial fulfillment of the requirements for the degree of Bachelors of Business Administration (BBA) has been accepted and approved.

Mr. Hasan Javid Advisor

_________________ Mr. Manzoor Khalidi H.O.D. Management Science Department

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Acknowledgement
All praises and thanks are for Almighty Allah Who is the source of all knowledge and wisdom endowed to humankind and to the humanity as a whole. I would particularly like to thank my project advisor Mr. Hasan Javid and project coordinator for many insights that they provided throughout this report. Their guidance and support proved to be useful tool in making the repot a quality one. The encouragement and assistance of our parents and friends provided us a great deal of wisdom towards the completion of this report.

Thank you.

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Contents
Abstract: ........................................................................................................................................ 10 Chapter # 1 .................................................................................................................................... 12 1. Introduction: .......................................................................................................................... 12 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2 Preface: ........................................................................................................................... 12 Overview: ....................................................................................................................... 13 Historical Background: .................................................................................................. 14 Major Core Findings ...................................................................................................... 15 Word of Mouth:.............................................................................................................. 15 Advertising and marketing strategy (traditional Media) ................................................ 16 Online information ......................................................................................................... 17 Product information........................................................................................................ 18 Consumer Pre purchase decision.................................................................................... 18

Chapter # 2 .................................................................................................................................... 20 Literature Review.................................................................................................................. 20 2.1 2.2 Film Industry .................................................................................................................. 20 Promotion tools .............................................................................................................. 22 Trailers .................................................................................................................... 22 Standees .................................................................................................................. 22 Product Placement .................................................................................................. 23 Viral Marketing ....................................................................................................... 23 Blogs ....................................................................................................................... 24 Word of Mouth (Buzz Marketing) .......................................................................... 24 Social Media Marketing .......................................................................................... 24 In theater ................................................................................................................. 25 Television and Radio .............................................................................................. 27 Internet .................................................................................................................... 27 Print Advertisement: ............................................................................................... 28 Merchandizing ........................................................................................................ 28 Promotional Tour .................................................................................................... 29

2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7 2.3 2.3.1 2.3.2 2.3.3 2.3.4 2.3.5 2.3.6 2.4 2.5 2.6

Film Promotion: ............................................................................................................. 25

Pre purchase information search: ................................................................................... 29 Internet User ................................................................................................................... 30 Online Product Information ........................................................................................... 30 v

2.7 2.8 2.9 2.10 3

Consumer Information ................................................................................................... 31 Decision Making Skills .................................................................................................. 32 Globalization .................................................................................................................. 32 Customization as Information Source ........................................................................ 33

Chapter # 3 .................................................................................................................................... 35 Scope of research .................................................................................................................. 35 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 4 Scope: ............................................................................................................................. 35 The Problems: ................................................................................................................ 35 Questions: ....................................................................................................................... 35 Theoretical Framework: ................................................................................................. 36 Rationale of Research: ................................................................................................... 37 Objectives: ...................................................................................................................... 37 Justifications:.................................................................................................................. 38 Stakeholders: .................................................................................................................. 38 Benefits: ......................................................................................................................... 39 Limitations: ................................................................................................................. 39

Chapter # 4 .................................................................................................................................... 40 Methodology ......................................................................................................................... 40 4.1 4.2 4.3 4.4 4.5 Research Design ............................................................................................................. 40 The Procedure of the Research....................................................................................... 40 Population: ..................................................................................................................... 40 Sample and Sampling Method: ...................................................................................... 41 Measurement: ................................................................................................................. 41 Primary:................................................................................................................... 41 Secondary:............................................................................................................... 41 Independent Variables: ........................................................................................... 42 Moderating Variable ............................................................................................... 42 Dependent Variable ................................................................................................ 42

4.5.1 4.5.2 4.6 4.6.1 4.6.2 4.6.3 4.7 4.8 5

Variables: ....................................................................................................................... 42

Software Employed: ....................................................................................................... 42 Method of analysis: ........................................................................................................ 42

Chapter # 5 .................................................................................................................................... 43 Data Analysis ........................................................................................................................ 43 5.1 RELIABILITY: .............................................................................................................. 43 vi

5.2 5.3

Frequency Analysis ........................................................................................................ 43 Crosstabs Analysis ......................................................................................................... 47 For Objective 1 ....................................................................................................... 47 For Objective 2 ....................................................................................................... 58 For Objective 3 ....................................................................................................... 64 For Objective 4 ....................................................................................................... 70

5.3.1 5.3.2 5.3.3 5.3.4

5.3.5 Comparison between Male and Female on the Basis of Age and Promotion mediums: ............................................................................................................................... 74 5.3.6 6 Correlation .............................................................................................................. 82 Findings: ............................................................................................................................... 84

Conclusion: ................................................................................................................................... 87 Recommendations: ........................................................................................................................ 88 7 8 Bibliography ......................................................................................................................... 89 Appendix ............................................................................................................................... 92

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Table of figures
Figure 1: Conceptual framework of the research .................................................................... 36 Figure 2: Gender Distribution of Respondent.......................................................................... 44 Figure 3: Age Distribution of Respondent ................................................................................ 44 Figure 4: Income Distribution of Respondent .......................................................................... 45 Figure 5: Marital Status Distribution of Respondent .............................................................. 46 Figure 6: Crosstabs between gender and Reviews about movies on internet increase your interest towards it ....................................................................................................................... 47 Figure 7: Cross tabulation of age and reviews about movies on internet increase your interest towards it ....................................................................................................................... 49 Figure 8: Cross tabulation of Income and Review about movies on internet increase your interest towards it ....................................................................................................................... 50 Figure 9: Cross tabulation of marital status and Reviews about movies on internet increase your interest towards it .............................................................................................................. 52 Figure 10: Cross tabulation of Gender and Internet and other online resources will enhance your decision making skill ........................................................................................... 53 Figure 11: Cross tabulation of Gender and Internet and other online resources will enhance your decision making skills ......................................................................................... 54 Figure 12: Cross tabulation of Income and Internet and other online resources will enhance your decision making skills ........................................................................................................ 56 Figure 13: Cross tabulation of marital status and Internet and other online resources will enhance your decision making skills ......................................................................................... 57 Figure 14: Cross tabulation of gender and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media ...... 59 Figure 15: Cross tabulation of age and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media ......................... 60 Figure 16: Cross tabulation of income and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media ..... 62 Figure 17: Cross tabulation of marital Status and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media ..... 63 Figure 18: Cross tabulation of Gender and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media ........................................................ 64 Figure 19: Cross tabulation of Age and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media ........................................................ 66 Figure 20: Cross tabulation of Income and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media ........................................................ 67 Figure 21: Cross tabulation of marital Status and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media .................................. 69 Figure 22: Cross tabulation of age and promotion through TV ads ...................................... 70 Figure 23: Cross tabulation of age and promotion through news paper ............................... 71 Figure 24: Cross tabulation of age and promotion through word of mouth ......................... 72 Figure 25: Cross tabulation of age and Promotion through Internet and Social Media ..... 73

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Figure 26: Cross tabulation of age and promotion through TV ads with respect to male respondent ................................................................................................................................... 74 Figure 27: Cross tabulation of age and Promotion through TV Ads with respect to female respondent ................................................................................................................................... 75 Figure 28: Cross tabulation of age and promotion through newspaper with respect to male respondent ................................................................................................................................... 76 Figure 29: Cross tabulation of age and promotion on newspaper with respect to female respondent ................................................................................................................................... 77 Figure 30: Cross tabulation of age and promotion through internet and social media with respect to male respondent ......................................................................................................... 78 Figure 31: Cross tabulation of age and promotion through internet and social media with respect to female respondent...................................................................................................... 79 Figure 32: Cross tabulation of age and promotion through word of mouth with respect to male respondent .......................................................................................................................... 80 Figure 33: Cross tabulation of age and promotion through word of mouth with respect to male respondent .......................................................................................................................... 81

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Abstract:
In the era of modernization internet plays a vital role in the lives of the people. Too much extent decisions are based on the guidance of the internet. Whereas, it further assists in acquiring information for up building pre-purchase decisions. The topic Pre-Purchase information in film industry is completely dependent upon the resources available for the promotion and extraction of information from the internet. According to the views and research conducted it can be surely said that the internet is the key place for interaction between promoters and consumers. Much of the knowledge is gained from this source as it is the most common medium of exchange with a single click.

United States is said to be the oldest and largest in film industry in terms of revenue. India is the largest producer of films in the world and largest in terms of ticket sales.

Internet is playing a great role in promotion of movies. There are several ways of promoting movies in which complete details are available in a fascinating manner to appeal the audience. Blogs and Words of mouth are also the commonly used ways for catering attention.

Movies are made for entertainment and audience is very cautious in their preferences and internet provides great deal in making the right choice. It is not only beneficial for a targeted sector but it is profitable globally to film industry and its lovers.

In the conducted research two corners of a situation have been dragged. The information can be helpful but people who completely rely on it might change their mind negatively in making up their decisions and the affect it makes to people those prefer traditional mediums. Internet is a free zone for movie lovers to surf in their interest. It has developed into a business chain through which communication is possible and which provide adequate information to the

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users up to their tastes and ages. The rapid growth of technology is helpful in enhancing the skills of an individual to fulfill their requirement with in minimum resources and time.

With the help of this research we also identify that how movies can be promote effectively in order to attract more customer. As film makers spend a huge amount of money for the promotion of movies so this research will help these filmmakers in order spend their investment on promotions in a right manner.

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Chapter # 1 1. Introduction:

1.1 Preface:
In todays world internet has become the part of our life, it has been playing a vital role in our life. It help us in many ways whether it is used for extracting information or contacting with friends and office, it utilization can be seen in almost every aspect of life. This study is based on internet that how internet has change our life and has created ease for us. This study identify whether internet has improved the pre purchase information in film industry which help the consumer in improving their decision making skills.

This is an exploratory study which is a qualitative study and it is conducted for a research in which conclusion is not clearly defined. It helps in determining the best research design, data collection method and selection of subject. It draw conclusion with only extreme caution. The problem with this type of study is that it often concludes that the perceived problem does not exist. It often relies on secondary research such as reviewing available literature and data, or qualitative approach such as informal discussion with consumers, employees, management or competitors and more formal approach through in-depth interviews, focus group, projective methods, pilot testing or case studies.

This study (Shave, 2000-2005) has been done in U.S which is a time based study. .In Pakistan prospect this study is going to do on exploratory basis which identify that does internet help in enhancing pre purchase information of the consumer in film industry which ultimately improve customers decision making skills and reduced the confusion that which movie consumer should watch. There are certain websites available which provide information about movies before releasing and secondly trailers of movies are also available on these websites in order to attract

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consumer. This study identifies that whether in Pakistan internet play this role for the consumer that will help the film industry in designing their marketing strategy for the promotion of movies. This study also identify the preference of consumer for information search which is either online information resources or the traditional media such as TV channels showing trailers of movies, newspapers and word of mouth.

1.2 Overview:
In this rapidly evolving era of the media environment, the success of both media and enterprise dependent on advertising revenue and marketers who depend on media to deliver information about their product to consumer depend on understanding how consumer access and use information in order to enhance their decision making skills.

The traditional media is not only available source on which consumer decision making is based as internet has created its position in providing a lot of information about the product, these information available on internet is far more reliable, appropriate and enough for the consumer to make pre purchase decision.

There is inherent flow in each model. In the farmer, there is an assumption that advertising is a sole cause of brand loyalty. In later, there is an assumption that consumer engage in exhaustive search and that consumer are excellent judges of the merits of competing brands (Albion M. , 1983). The legacy system of distribution of intellectual property commonly known in three layers, in first layer is creator, righter, director and film makers. In middle layer are companies that produce and publish content in United States they are known as entertainment societies. In third layer there are large corporation that have a direct access to audience and each of the layer play an important role in intellectual property (Hoffert, 2000).

This study identifies what would be the appropriate way for film industry to promote and attract consumers before releasing the movie it improves consumer pre purchase information. It identifies, film industry would promote their movies through online resources such as websites, 13

blogs and social network or they should adopt traditional media such as showing trailers on TV, providing news and reviews in newspaper, and through word of mouth which would be more efficient way for film industry in promoting their films? Secondly it also identifies consumers preference in extracting information about movies and their favorite super stars.

This study will examine and identify the role of internet in pre purchase information on which consumer decision is based on. As internet (Shave, 2000-2005) are playing a vital role in our life and it has revolutionized the different aspect of the world this study will examine that how and to what extend internet has revolutionized the consumer pre purchase information and their decision making skills in Pakistan market

1.3 Historical Background:

The study by (Shave, 2000-2005) was conducted as the time based study on the topic impact of internet on consumer information search behavior in United States

This study identifies the impact of internet search capabilities on consumer pre purchase decision making. This study identify the change occur in the U.S in internet search capabilities and it has enhances the consumer pre purchase decision making skills with the passage of time from 2000 to 2005. It also identify that with the passage of time people adopt online information search for seeking pre purchase information seeking for major financial commitment, that those who engage in online search perceive it to enhance their decision making skills spent less time with traditional media for seeking information and despite the fact that it has increased the information sources available online that help in reducing in confusion of the consumer by that information option. In the conclusion of this research the strategies for both marketing and media firms were suggested

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1.4 Major Core Findings

It has been found that the e-commerce has a rapid growth, its pace of growing is very fast (Michael R. Ward, 2000) as on internet it there is in-depth product information available which help consumer in making pre- purchase decision. In depth information has created an ease for the consumer which help them in improving their decision making skills (Michael R. Ward, 2000; Michael R. Ward, 2000).

Many consumer visited retail websites in order to purchase it for that these retail websites need to provide in- depth information of the product in order to motivate, clear the confusion and increase the sales of theses retail outlets. (Soyeon Shim, 2000).

Due to these major core findings from previous researchers found that it is very important for the companies need to provide in-depth information of the product which help the consumer in pre purchase decision making and it also benefit companies for creating marketing strategies and attracting more customer

1.5 Word of Mouth:

Word of Mouth is the passing of information from person to person by oral communication. Story telling is the oldest form of word of mouth communication where one person tells others of something whether a real event of something made up. Oral tradition is cultural material and traditions transmitted by word of mouth from one generation to another

Word of mouth is also an important area of marketing which relies on the added credibility of person to person communication, a personal recommendation.

Word of mouth marketing, which encompasses a variety of subcategories including buzz, blogs viral, grassroots, brand advocates, cause influencers and social media marketing, as well as ambassadors programs work with consumer-generated media and more can be highly valued by 15

product social media and performance marketers. Because of the personal nature of the communication between individuals it is believed that product information communicated in this way has an added layer of credibility. Research points to individuals being more inclined to believe than more formal forms of promotion methods; the receiver of word of mouth referrals tends to belie that communicator is speaking honestly and is unlikely to have an ulterior movies (i.e. they are not receiving an incentive for that their referrals). Word of mouth depends on extend of customer satisfaction with the product or services, and on the degree of its perceived value.

Word of mouth or viral marketing efforts are not always a sure bet. But a well-placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in non-terminal new mediums like the internet. While the jury is still out on finding hard quantitative ROI measurement fortes campaigns, they can produce hefty return for brand awareness (Ferguson, 2008).

1.6 Advertising and marketing strategy (traditional Media)

Advertising and marketing strategy are used to promote the product in the eyes of the consumers, in order to attract consumer to buy the product of the company. Advertisement is the traditional way of marketing the product. Advertising are the paid medium of communication in manufacturer pay to communicate their message through which he can create awareness and make consumer to buy his products. In advertisement manufacturer focuses on the feature and benefits of the product in order to attract their customers.

The mean end approach to understanding consumer decision making and show how such understanding can inspire and guide managers decisions about marketing and advertising strategy. The fundamental idea of underlying the means end approach is that decision makers choose courses of action (including behaviors such as the purchase of particular brands) that seem most likely to achieve important outcomes (Olson, 2008).

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Film Makers also advertise their trailers on TV in order to attract as TV is the medium which has the greatest reach of consumer. Through this medium we can forward the message and attract the greatest number of consumers. Film Makers also utilized this medium with a great manner in order to attract more and more customer and provide them the information before releasing in order to attract consumer at prerelease stage or even on post release so that more and more consumer get attracted and buy the movie.

1.7 Online information

Online information has revolutionized the decision making skills of consumers. Participation in social networking sites has dramatically increased in recent years. Services such as Friendster, Tribe or the Face book allow millions of individuals to create online profiles and share personal information with vast network of friends- and often, unknown number of strangers. (Gross, 2005).

In real life searches is manual sources, end users may begin with just one feature of a broader topic, or just one relevant reference, and move through variety of sources. Each new piece of information they encounter gives them new ideas and directions to follow and, consequently, a new conception of the query. At each stage they are not just modifying the search terms used in order to get a better match for a single query. Rather the query itself (as well as the search terms used) is continually shifting, in part or whole. This type of search is here called an evolving search (Bates, 1989). In Film industry online information creates a great impact on consumers decisions. Consumers usually read movie reviews a lot and extract in formation which is used for making decision to watch movie or not. By providing detail information on internet of movies can effectively be utilized in developing interest of consumers.

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1.8 Product information

Product information is very important for consumer because if consumers do not have the information of product they will never buy it. Product information is based on price, purpose, features and benefits of products, it also include other necessary knowledge of product so that consumer can easily understand differentiate the product.

Product information concerns the relationship between memory and evaluative judgment. One might intuitively assume that the judgments that are made at any given time are a direct function of the implication of the information that is recalled at that time. In fact, however, the few studies that have explicitly examined the two have found only a very weak relationship. However, they will also provide evidence that memory and judgment are often affected by separate variables or by the same variable in different says. Thus, the lack of any systematic relationship between the two becomes somewhat less of mystery (Srull, 1983).

In Film industry product information is very important in order to motivate consumer to watch or buy the product. Film makers have to provide detail information to consumer so that they can effectively attract consumer to make purchase or experience the movie

1.9 Consumer Pre purchase decision

Consumer pre purchase decision is the stage in which consumer actually decide which product to buy, this decision of consumer is based on the information consumer extract before buying it, to identify the best product according to the desire of consumer which satisfy their need. Consumer pre purchase decision is very important for consumer in order to make rational purchase decision and get the product according to their need. In consumer pre purchase decision making stage consumer evaluate the features and benefits of all the products on the basis of information extracted by consumer and after evaluating these alternatives consumer finally make decision what to buy or what not to buy.

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In recent years a considerable amount of effort has been devoted to understand the processes by which consumer arrive at some type of decision (usually a purchase). Although a broad generalization can be made regarding choice processes, our ability to predict and understand this behavior is still at a less than desirable level (Hoyer, 1980).

Despite the explosive growth of electronic commerce and the rapidly increasing number of consumer who use interactive media (such as World Wide Web ) for pre purchase information search and online shopping, very little is known about how consumer make purchase decisions in such settings. A unique characteristic of online shopping environment is that they allow venders to create retail interfaces with highly interactive features. One desirable form of interactively from a consumer perspective is the implementation of sophisticated tools of assist shoppers in their purchase decisions by customizing the electronic shopping environment to their individual preferences. The availability of such tools, which we refer to as interactive decision aids for consumers, may lead to a transformation of the way in which shop peers search for products information and make purchase decision (Haubl & Trifts, 2000).

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Chapter # 2

2 Literature Review
This study internet helps in enhancing pre purchase decision making in film industry it identify whether internet play a role in enhancing consumer decision making in film industry.

2.1 Film Industry

The film industry consist of a technological and commercial of film making that is film production companies, film studio, cinematography, film production, screenwriting,

preproduction, postproduction, film festival, distribution, film actor ,directors and other film crew personnel.

Though the expenses involved in making movie, almost led film production to concentrate under the spices of standard production companies, advances in affordable film making equipment, and expansion of opportunities to acquire investment capital from outside the film industry itself and allowed independent film production to evolve. Movies success or failure is often determined in its first weekend of play. To make this opening successful, movie producers and successful must employ emotional branding to hype the movie for a significant period of time prior to its release. Movies trailers are the main mean by which a new movie is introduced to the public and today the primary medium for presenting these trailers are via web streaming, which does not fully leverage the interactivity of the internet. (Christopher B. Stapleton, 2000)

The major business film making center is in United States, Nigeria, Hong Kong and India. Distinct from the center are the location where movies are filmed because of low labor and 20

infrastructure cost, many film are produced other than the countries in which film making company is located

United States has the oldest and largest in term of revenue film industry and Los Angeles (California) is the primary nexus of the U.S film industry and the four of the six major film studios are owned by East Coast companies. India is the largest producer of films in the world. Indian film industry is a multilingual and the largest in term of ticket sales and number of film produced. The industry is supported by vast film-going Indian public, and Indian films are gaining increasing popularity in the rest of the world-notably in countries with large number of expatriate Indian. Largest film industry in India is a Hindi Film Industry mostly concentrated in Mumbai and is commonly referred to as a Bollywood which is very popular in the world. Hong Kong is a filmmaking hub for Chinese- speaking world and East Asia in general. For decades it was the third largest film industry in the world and second largest exporter of films.

Internet has completely revolutionized the film industry completely in almost every dimension of it. The promotion of movies through internet has created a great influence on the consumer to buy movies.

The most common ways for the promotion of movies through internet are trough blogs, social media, websites like YouTube which helps in viral marketing of the movies and other websites such as IMDB and movies.com they play very important role in promoting movies, preproduction as well as post production. This study will identify that whether or not internet impact on pre purchase decision making of consumer specially in film industry which will benefit these production companies and over all film industry globally.

The biggest issue facing by the industry which turn out to be a great loss for filmmakers but UK Film and television industry is calling on the Government to introduce online speed Hump that would slow down or restrict the broadband access of people who illegally share copyrighted material, and slap pop up warning on websites to stem rising tide of internet piracy (Wray, 2009).

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2.2 Promotion tools

A huge amount of budget is invested on the promotion of movies. The tools which are most commonly used for the promotion of the movies are disused below.

2.2.1 Trailers
A trailer is a commercial or advertisement for a feature film that will be exhibited at the cinema in future. The term trailer comes from their having originally being showing at the end of the feature film screening. That practice did not last long, because patron tends to leave the theatre after the film ended, but the name has stuck. Trailer is now showing before the film begins. Moreover movie trailer are also frequently shown on TV for the promotion of movies and in order to attract the consumer and in the era of internet it is also uploaded on websites such as YouTube and social network in order to attract more and more consumer .

Movie trailers are the basic source of creating hype of the movie at pre release (Christopher B. Stapleton, 2000). The movie trailers has the greatest reach of consumers due to which it is a best and most attractive way of creating a hype of movies (Hughes, Smith, Stapleton, & Hughes, 2004)

2.2.2 Standees
Standees are a large self-standing display promoting a movie. They are typically made of cardboard and may range from a large self-standing poster to three-dimensional devices with moving parts and lights. It usually display in theatre lobbies or in music store for the promotion before the release of the movie.

In movie business the more booking a theatre makes in advance for a given film, the more likely it is to place standee in the lobby of the theatre.

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2.2.3 Product Placement

Product placement is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads such as movies, music videos, and the story line of television shows or news program. The product placements not disclosed at the time that the goods or services are featured. Product placement also play vital role in the promotion of film in this era different brand do co-branding with movies which also promote the movie as well as their product. It enhances the equity of both the brand which is involved in product placement and the movie in which product placement is done.

2.2.4 Viral Marketing

Viral marketing or buzz marketing are referring to marketing technique that use preexisting social network to produce and increase brand awareness or to achieve other marketing objectives through self-replicating viral process, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the internet. Viral marketing may take the forum of video clips, interactive flash games, averages, eBook, brand able software, images or text messages.

Viral marketing is a very useful tool for the promotion of the movies. Doing viral marketing on prerelease as well as post release of the movie grab the attention of consumer with great pace the most common website used for viral marketing of the movies is YouTube on which hundreds of movie were uploaded about specific movie or brand. In this era of modernization viral marketing play vital role in the promotion of the movies because it attract the consumer with the great phase because when searching about any movies it display various other clips which provide detail information as well as it also become source of entertainment which attract the consumer towards the movie.

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2.2.5 Blogs
Blogs are also used for the promotion of movies. In the era of internet there are lots blogs available on internet which have detail reviews about the movies and the comments of people who experience that movie is also an enticing feature of blogs for grabbing consumer attention.

2.2.6 Word of Mouth (Buzz Marketing)

Word of mouth plays a very important role in the promotion of movies in prerelease as well as in post launch also many people attract towards movies with this word of mouth or BUZZ marketing. Bad BUZZ marketing will destroy the image of the product even before its wide release. The entertainment industry found that rapid spread of word of mouth with the help of internet or other state of the art technology is shrinking the life of movies and causing to re think its pre and post launch marketing strategies (Munoz, 2003).

The fact is that word of mouth is playing a crucial role in success or failure of the movies after it release. The motion picture industry is perfect for studying online reputation and diffusion of movies because studio has to plan everything strategically before the release of the movies. (Xiaoquan Micheal Zhang, 2004).

2.2.7 Social Media Marketing

In this era of internet film industry is effectively utilizing social media for promoting movies by creating pages with name of movies on which film makers provide detail information about movies and their reviews secondly people comment on these reviews about their experiences which can enhance pre purchase decision making skills of consumers. Social media is the medium which has a large number of reach of consumers globally, so it is more beneficial for filmmakers to effectively promote their movies in order to attract more and more consumers globally.

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Social media has changed three areas of film industry. These changes has created a revolution in film industry, the y have affected movies and the way they are made and seen in a way more dramatic then the introduction of sound of movies. Filmmaking is the collaborative art form, which will not ever change. But social media has changed the collaboration has shifted from collaboration solely during the production process to collaboration story teller, film making and audience. This shift will have a seismic effect on the film making industry and the traditions we have inherited and it will create a new order where the film traditions will no longer work

2.3 Film Promotion:

It is a promotion specifically in the Film industry. As with all business it is an important part of any release because high financial risk is present there. To maximize revenue film studio invests in expensive marketing campaign in the release cycle. Marketing budget is tend to equal anywhere between half or three time the production budget. Publicity is generally handled by the distributer and exhibitors.

The legacy system of distribution of intellectual property commonly known in three layers, in first layer is creator, righter, director and film makers. In middle layer are companies that produce and publish content in United States they are known as entertainment societies. In third layer there are large corporation that have a direct access to audience and each of the layer play an important role in intellectual property (Hoffert, 2000).

There are some common techniques involved in promotion of movies globally (in Hollywood, Bollywood and film industry) that are

2.3.1 In theater
Trailers are shown in theatre for the promotion of the film; because they are directly delivered to movie lover and secondly captive audience were there which can attract them very well. They

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usually screen in theatre before other movie showing. It generally tells the story of the movie in highly condensed fashion compressing maximum appeal in two and half minute.

Moreover film posters also used for the promotion of the movies film poster is usually place on the walls of theatre which are being exhibited or will be exhibited in near future a good poster can also attract the consumer to watch movies. Standees are also used for the promotion of the movies in theatre. Cardboard 3D display are also commonly used for the promotion of the movies in theatre, it is usually done for the movies which are produced in 3D and it is done in order to attract consumer and showing message that movies is being or will be exhibited in 3D theatres

In U.S movie theater industry includes about 2,000 companies that operate about 5,000 indoor theatres and 300 drives in cinemas with combined has accumulated revenues of about $ 12 billion. The industry is highly concentrated and the 50 largest companies generate 85 percent of industry revenue. The major services of this theatre are sales of tickets of movies which have almost 70 percent of industry revenues, food and beverages sales are more than 20 percent and other services include on screen advertisement and showing movies. Movie theatre operation center depend upon licensing and showing films to consumer. These theatres acquire rights (license) for distributers to use movie and show to consumer in specific geographic zones which are pre-defined by the distributer for determined duration.

Technology has played dramatic role in theatre. It is become important for selling tickets and measuring performance, companies which have Ecommerce facility in their websites can facilitate consumer to buy and print tickets in advance or pick them up at the theatre. Point of sale system tracks the tickets and concessions sales, triggering automatic replenishment order to Supplier. System also integrate sales data real time from a theatre, its website and third party ticketing service to provide staff with current seating and ticket availability

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2.3.2 Television and Radio

Television is used for the promotion of movies Hollywood movies distributer spent about 4 billion dolor to buy a paid 30 second TV commercial and newspaper ads and over half that total is placed on broadcast and cable TV, which are the main vehicle for advertising movie to audiences. As TV is an audio visual medium -like film and can deliver a vast audience quickly, which is crucial for film maker because films typically dont linger in theatres more than 4-6 weeks according to Marketing to moviegoer?

Product placement paid active role or passive insertion of film brand in drama or sitcom shows, or as passing mention in dialogues. Moreover interview with directors and actors by the local or international entertainment reporters are also display on television in order to attract more and more people. Other shows such as documentary on movies and behind the scene are shown on TV which is used for the promotion of the movies.

2.3.3 Internet
Internet is playing a great role in the promotion of movies. There are many ways of promoting movies in which website with the name of movie are created in which detail reviews about movies, its cast and have lots of stuff regarding the movie. Viral marketing is also used for grabbing the attention of consumers and promoting movie, viral marketing is also motivating feature large number of consumers to experience the movie. Free trailers on movie oriented websites and video user- generated websites is an effective way of promoting movies.

Now days social media has also become a very important medium for promotion, a large number of people around the globe are using these social media on daily basis, so social media is now becoming an effective tool for the promotion of movies. It is a forum from where we can attract large number of consumers around the globe to enhance their shopping and decision making skills.

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Many blogs are written on movies in which people discuss their experience about movies which are also an attracting feature of internet in promoting the movies around the globe. In these blogs people mostly write reviews their experiences about movies and their criticism on that if it is not up to their expectation which eventually attracts consumers and enhances their shopping and decision making.

One problem arise because of internet is piracy problem. It has become very easy with internet there are many websites from where we can download pirated movies specially torrent is doing piracy at very large scale. Sales cannibalization from free distribution may be particularly in film industry because of two reasons that are movie contend are so prone to single user consumption than intellectual property like music CDs or software. Secondly music studios are particularly relies on media sales primarily from DVD sales which bring a great chunk of revenue (Micheal D. Smith, 2005-2006). So it is a big matter for production houses and other key players of this industry because of their large chunk of revenue is eliminated or turn into expenses.

2.3.4 Print Advertisement:

Paid advertisement in newspaper, magazine and insert in books are also an attracting way of promotion because a it has a greatest reached due to which large amount of impression they can get on that print ads. Moreover in print ads their cost per impression is very less which identifies that print ads is one of the cheapest medium for prompting movies. With the help of print media movies can be promoted in mass media.

2.3.5 Merchandizing
Many companies do co-branding with movies in order to give advantage to both merchandizing companies and film makers. It includes tea shirts, cups, toys, fast food chains and many more. Handed film makers are utilizing this medium very effectively as well in order to promote their movies. This merchandise creates a great impact on the movies prerelease as well as post release

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due to which it is also good medium for the promotion of movies and attracting consumer towards movies.

2.3.6 Promotional Tour

Promotional tour is also used for promotion of movies in which directors, film actors and producers appear on television for interviews, sometimes showing a clip or trailers of the film or outtake. These interviews are in person of remotely. During the production of film, these interviews can take place on set as well. After the film release, key personnel make appearances in major marketing cities or participate specially via satellite or telephone.

2.4 Pre purchase information search:

The pre purchase information will be defined as a series of data processed according to consumer specific purpose. Consumer has special characteristic that recognize optimal from resources and consumer act depending on their own given situation (Hoffman, 1998)In particular, the ability to collect product information and make comparison between different products offering from different providers which may be either across the nation or across the boundaries of currency is often view as one of the main competitive challenge of e-shopping. To enhance pre purchase information processing, companies offer other information sources to consumer (Dholakia, 2000) In film industry pre purchase information search has a great impact on consumer, it helps consumer in identifying that whether movie is worth watching and worth spending before purchasing it. It start attracting consumer even before the release of a specific movies through reviews, blogs, advertisement on social media, through uploading trailers on websites like YouTube and other websites having detail information about movies like IMDB and movie.com which will create a great influence on consumer and their purchase and decision making skills.

Hence pre purchase decision of consumer about movies can be influence at a great level by this promotion, especially in this era of internet online resources have a great impact on the pre purchase decision making of film industry. Internet has made our life very easy; information 29

about anything is just a click away. Moreover it has speed up the phase of our lives, there are many ways on internet through the information is transferred at very fast phase in which social media and search engine are playing dramatic role in transferring information, due to which internet can effectively enhance the pre purchase decision making skills of consumer.

2.5 Internet User

Internet users are defining as entry gives to the number of users with in a country that access the internet users are the users who use internet for surfing on websites browsing different search engine and websites, use social media, watch videos and read articles, blogs and different reading material and engage in any one of the above mention activities.

Internet users are those people which use any kind of online resources that are either they are using social media interacting with different people, playing games on social media or using it for anything secondly they are using search engines of finding information about different things or going online for any reasons are internet users. Some people write a large number of blogs in which they share their experiences or write their reviews they all are internet users which are effectively utilizing internet in order to convey communicate with the globe and telling people about their views they all are internet users. Hence internet users are the people which use online resource medium.

2.6 Online Product Information

Online product information is detailed information of different product available on internet. The research found that 91% of shoppers said that it is very important for retailer to offer in-depth product information online which benefit the consumer a lot in making pre purchase decision making according to (Sachoff, 2007).

There are huge amount of information available on internet about anything you want. This online information helps consumer in many way they can have complete knowledge about anything 30

through which people can increase their knowledge. Secondly it also used for enhancing pre purchase decision making of consumer, that is consumer can read in detail about products and its alternative product and then choose the product which suits best according to their need.

In film industry online product (movies) information has a great impact on consumers it helps consumer in identifying the movie which are worth watching and worth spending. People use online product information a lot in this era of internet in order to spend their money efficiently (Sachoff, 2007).

2.7 Consumer Information

The information consumer get about the product on which its preference is made about different product, this product information is also the base on which their decision making is depend. Consumer gets this information from many sources about any product or services.

In Film industry some of the sources (medium) from where consumer get information about newly release movies or identifying which movie is worth watching and worth spending. Consumer decision making is also based on these informations. Internet has played a dramatic role in this area, now consumer can easily access the detail information about any movie or product around the globe. There is an assumption that advertising is sole cause of brand loyalty. In the later stage, there is an assumption that consumer engage in an exhaustive search and that consumer are excellent judges of merits of the competing brand (Albion M. , 1983)

Advertising plays a large, but not exclusive roles in providing facts on specific products and as key provider of the information needed to reduce difficulties involve in consumer choice (Nelson, 1974).To the advertising consumer perception of price, quality, services and differentiation, it has traditionally been particularly successful because consumer tend to make decision on the least effort principles, especially if the purchase involve low level of risk.

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2.8 Decision Making Skills

It has been found that internet has enhanced decision making skills of consumers as it is a medium which can provide detail information at any time, at any place and of any product globally. The internet appears to substantially modify the relationship of information flow in search process. The consumers ability to access the broad range of information regarding key products or services factors is considerably enhanced. Strengthens the role of consumer as an information seeker and reduce the ability to control and focus information flow (Shaver, 20002005).

Films remain one of the most powerful media for storytelling for which consumers required a great decision making skill and information search in order to buy or watch the movie which can entertain them and satisfy them from their purchase of the movies (McKee, 1997)

2.9 Globalization
Film industry has been globalized; there market has been expanding around the world. Internet has played an essential role in the expansion of the market of these cities. With the help of internet Filmmakers can now easily and cheaply attract the consumer around the globe, effectively promoting their movies on internet can be more profitable for them as they can attract more consumers around the globe. The first observation was that feature film have highly development cost, they also have relatively large minimum market size for marketing profit (Vogeal, 1998). The small home market means that when producers here hold production down by opting for low production values, the production of most films hinges upon states subsidies (Moran, 1996). Countries which have become specialized in film production are those with a high annual number of non-subsidized feature films release, countries with vast home audience such as India, USA, Japan and China. Of course, what matter for such specialization is not merely the size of the home consumer base, but also its purchasing power. During the first half of last century Hollywood was the largest producer of films on the basis of an increasingly wealthy US population the time dependent mostly on cinemas for mass entertainment. But in the 32

latter half of the century, India where the audience remain hugely attached to cinema going, over took USA as world largest film producers, Due to consumer stylistic and language preferences, imported films generally suffer from liabilities of foreignness, and smaller countries exporting to larger market are at disadvantage compare to large countries exporting to larger markets (Lorenzen, february, 2008).

Hence because of internet, the expansion in the markets of film industry is become very easy and it provides great benefits to film makers that they can more revenues by doing business around the globe.

2.10 Customization as Information Source

Internet has given ease to consumer to get information about anything according to their need at any time they want which facilitate consumer in enhancing pre purchase decision making skills and reducing their level of confusion Most of the customer are likely to pay greater attention to message that relate deeply to their own interest . It has been found that irrelevant information weaken consumers beliefs in the products ability to deliver the benefits. The customized information by customer segmentation in E- commerce offer optimal information to individual customer and reduced the perceived risk associated with their purchase of a specific brand (Haubal & Trifts, 2000).

Online purchase allow companies to reduce the perceived risk associated that are financial, time, performance, and psychological risk by providing customized information to each customer . It has been noted that consumer are generally interested in message that are adding value to their relevance of promotional message. This factor is closely related to customization of information to each customer because if this information seems negative to the customer there will be loss of interest in information of the product. More recently customized information is being changed by another new development in internet technologies that are virtual 3D products. Such customized information is greatly facilitating by relationship between the company and customer. Such relationship consists of a series of repeated exchanges with both parties, they should know to 33

each other. They evolve in response to these interactions and to fluctuation in contextual environment in order to establish a good relationship with their customers (Ha, 2002)

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Chapter # 3

3 Scope of research
3.1 Scope:
This research report will use different sampling units which are more generalizing and the study will be conducted in Pakistan. The proposed model can also be extended in nationwide.

3.2 The Problems:

The issues that are the basis of this study are as under: Although researchers and managers pay increasing attention on consumer information search behavior, online information resources and internet but there is not enough information available about their interrelationships. The pre purchase information can go either way whether it can confuse consumer or it clear the consumer about what movie to buy or watch in cinemas but if it confused the consumer it is a big issue for this study.

3.3 Questions:
The questions, which would be answer through this study, are: Does online consumer information seeker will perceive that online resources enhance their decision making skills? 35

 Does consumer who relies on online resources for information acquisitions will spend less time with traditional media? Does consumer making major consumer decision who relies heavily on online information sources should report lower level of confusion regarding the information available to them than consumer who relies primarily on traditional information sources?

3.4 Theoretical Framework:

Advertising / Marketing

Word of mouth

Online information portals

Product information Film industry

Consumer pre purchase decision

Figure 1: Conceptual framework of the research

This is an exploratory study which will determine whether internet help in enhancing pre purchase information and this above figure is showing the consumer information flow which helps in consumer pre purchase decision making. The above figure is the research model which 36

explains that consumer decision making is based on product information and in this research the three basic medium from which consumer get information includes advertising and traditional media, word of mouth and online information portals. In this research, the comparison of these three medium will also be done in order to identify the best medium for the promotion movies

3.5 Rationale of Research:

This research report will give insight to the following issues: A simple tool is taken to identify that the internet is playing a vital role in providing product information which benefit people in pre purchase decision making. It is far less costly for both consumer to have pre purchase product information (movies) which enhances their decision making skill and for film industry to provide this information, reviews and trailers to motivate and target their consumers to purchase their movies. Film industry can create their marketing strategy by efficiently utilizing online resources to enhance their sales and target more and more customer. It also help film industry, directors and other people related to this industry in identifying demand of their customers and also reviews of consumers who watch movies and other news related to that.

3.6 Objectives:
1. Online resources will enhance their decision making skills. 2. Consumer spends less time with online resources in extracting information than traditional media. 3. Online resources reduces the level of confusion as compare to traditional media 4. To identify internet enhances pre purchase information about movies in film industry

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3.7 Justifications:
The reasons of conducting the research on this particular issue are: With better understanding of customers' information flow and importance of internet in pre purchase decision making, film industry can determine the actions required to meet the customers' needs. They can identify their own strengths and weaknesses, chart out path future progress and they can target consumer easily by providing more information on internet. As internet is becoming very important source of information so it is more beneficial for film industry to provide information about movies which are being release in future. Before releasing the movies film industry should provide more and more information about movies before releasing it in order to attract more and more people to watch that movie.

3.8 Stakeholders:

The basic stakeholders of this research would be all the persons that are from middle and upper class people of Pakistan and the user of internet. Few of the identified stakeholders are as follows: 1) Online Product information. 2) Internet users. 3) Producers, directors and other people of this industry.

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3.9 Benefits:
This research is going to be beneficial in many ways such as:

1) The end users can have more information of movies before purchasing it. 2) It is far less costly to provide information, target their customer and they can easily create demand of movies before it release, this pre purchase information helps them in enhancing their decision making skills.

The data will be authentic as the questionnaire will only be given to the interested stakeholder who wants to share their views.

3.10 Limitations:
Limitations of the research might be the following:

2. The views of one stratum might be different from other depending upon the different expected results from this study. 3. The information available on internet about movies might not be enough in clearing the view of customer about specific movies and confuse the consumer. 4. Information of the movies on internet might not be updated on regular basis which effect the consumer pre purchase decision making. 5. Consumer does not utilize internet in extracting information of the movies which they are willing to purchase.

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Chapter # 4

4 Methodology
4.1 Research Design
The type of the study will be exploratory (qualitative research), since it will measure the relationship between the variables and identify experience of different people on the basis of these variables. This qualitative research will go through with following procedure.

4.2 The Procedure of the Research

The research is conducted according to the following steps. Step 1: Pre-Information gathering Step 2: Developing hypothesis Step 3: Determining the population Step 4: Determining the sample size Step 5: Collecting the data Step 6: Data analysis Step 7: Drafting results of the research Step 8: Giving recommendations for the problem

4.3 Population:
The population of this exploratory research is the people enjoying status of middle and upper class and have income bracket of 40,000 and above per month in Pakistan and the sample size for this study will be taking from 200 people. This study will be conducted through random 40

sampling in different malls and other places where the target audience of this research is easily available.

4.4 Sample and Sampling Method:

The sample size of my study will be around 200 and there will be a margin of error + 4 with a confidence level of 99%. Sampling method was convenience sampling model at different Cinemas (theatre) of Pakistan and the reason for using this sampling method is that it would provide the data from all demographics of the target audience which is required for this study.

4.5 Measurement:

4.5.1 Primary:
Primary data would be collected through questionnaires and the data provided by the consumer of middle and upper class people of Pakistan from different malls and places where the target audience is easily available. The questionnaire would be structured.

4.5.2 Secondary:
Secondary data would be collected from different articles, different research papers, blogs and different sources on internet.

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4.6 Variables:
4.6.1 Independent Variables: Word of Mouth Advertising and marketing strategy (traditional Media) Online information

4.6.2 Moderating Variable Product information

4.6.3 Dependent Variable

Consumer Pre purchase decision making

4.7 Software Employed:

The software that will be employed in this research will be Microsoft Excel, Spread Sheet and SSPS for analysis and finding result of this research.

4.8 Method of analysis:

Pearson Correlation analysis. Frequency distribution Cross tabulation 42

Chapter # 5

5 Data Analysis
5.1 RELIABILITY:
The reliability of the research data is 0.645

Table 4.1.1: Reliability Test

Reliability Statistics Cronbach's Alpha .645 N of Items 26

5.2 Frequency Analysis

This section provides the information of the frequency distribution of the respondents.

Table 5.2.1 Gender Distribution of Respondent

Gender Cumulative Frequency Valid Male Female Total 106 94 200 Percent 53.0 47.0 100.0 Valid Percent 53.0 47.0 100.0 Percent 53.0 100.0

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Figure 2: Gender Distribution of Respondent

Respondent of this research are 53% male and 43% are female

Table 5.2.2 Age Distribution of Respondent

Age Cumulative Frequency Valid 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 76 54 39 31 200 Percent 38.0 27.0 19.5 15.5 100.0 Valid Percent 38.0 27.0 19.5 15.5 100.0 Percent 38.0 65.0 84.5 100.0

Figure 3: Age Distribution of Respondent

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Interpretation

The above graph shows that 38% of respondents fall into 15 to 24 years of age bracket, 27% of respondents were of 25 to 34 years of age, 19.5% of respondent were of 35 to 44 years of age and 15.5% of respondent were of 45 and above age.

Table 5.2.3: Income Distribution of Respondent

Income

Frequency Valid Less than Rs 14,999 Rs 15,000 to Rs 29,999 Rs 30,000 to Rs 59,999 Rs 60,000 and above Total 68 52 29 51 200

Percent 34.0 26.0 14.5 25.5 100.0

Valid Percent 34.0 26.0 14.5 25.5 100.0

Cumulative Percent 34.0 60.0 74.5 100.0

Figure 4: Income Distribution of Respondent

Interpretation:

34% of respondent are of less than 14999Rs of income, 26% of respondent are between the income from 15000 to 29,999Rs, 14.5% of respondent are between the income from Rs 30,000 to 59,999 Rs and 25.5% of respondent are having income of Rs 60,000 and above.

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Table 5: Marital Status Distribution of Respondent

Marital status

Frequency Valid Married Single Total 96 104 200

Percent 48.0 52.0 100.0

Valid Percent 48.0 52.0 100.0

Cumulative Percent 48.0 100.0

Figure 5: Marital Status Distribution of Respondent

Interpretation: 48% of respondent were married whereas 52% of respondent were singles.

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5.3 Crosstabs Analysis

Crosstab Correlation analysis of this research is as fallow

5.3.1 For Objective 1

Table 6: Crosstabs between gender and Reviews about movies on internet increase your interest towards it

Gender * Reviews about movies on internet increase your interest towards it Cross tabulation Count Reviews about movies on internet increase your interest towards it Strongly Strongly Agree Gender Male Female Total 23 20 43 Agree 55 46 101 Neutral 17 15 32 Disagree 5 10 15 Disagree 6 3 9 Total 106 94 200 3.7 3.7 Weighted Average

Figure 6: Crosstabs between gender and Reviews about movies on internet increase your interest towards it

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Interpretation:

11.5% male and 10% female strongly agree that is 21.5% of total respondent strongly agree that reviews about movies on internet increase their interest towards it and 27.5% male and 23% of female agree that is 50.5% people think that reviews about movies on internet increase their interest towards it, 8.5% male and 7.5% female that is total 16% of respondent have neutral view, whereas 2.5% male and 5% female that is 7.5% of respondent disagree and 3% male and 1.5% female that is total of 4.5% of respondent strongly disagree that reviews about movies on internet will increase their interest towards it. It shows a positive result. The weighted average for male and female are 3.7 which shows that result is on positive side on basis of gender.

Table 7: Cross tabulation of age and reviews about movies on internet increase your interest towards it

Age * Reviews about movies on internet increase your interest towards it Cross tabulation Count Reviews about movies on internet increase your interest towards it Strongly Strongly Agree Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 13 8 9 13 43 Agree 37 36 18 10 101 Neutral 13 6 8 5 32 Disagree 6 3 4 2 15 Disagree 7 1 0 1 9 Total 76 54 39 31 200 3.5 3.8 3.8 4.0 Weighted Average

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Figure 7: Cross tabulation of age and reviews about movies on internet increase your interest towards it

Interpretation:

6.5% of respondent within the age bracket of 15 to 24, 4% of respondent within the age bracket of 25 to 34, 4.5% of respondent within the age bracket of 35 to 44 and 6.5% of respondent within the age bracket of 45 and above, strongly agree that is 21.5% of total respondent strongly agree that reviews about movies on internet increase their interest towards it and 18.5% of respondent within the age bracket of 15 to 24, 18% of respondent within the age bracket of 25 to 34, 9% of respondent within the age bracket of 35 to 44 and 5% of respondent within the age bracket of 45 and above, agree that is 50.5% people think that reviews about movies on internet increase their interest towards it, 6.5% of respondent within the age bracket of 15 to 24, 3% of respondent within the age bracket of 25 to 34, 4% of respondent within the age bracket of 35 to 44 and 2.5% of respondent within the age bracket of 45 and above, that is total 16% of respondent have neutral view, 3% of respondent within the age bracket of 15 to 24, 1.5% of respondent within the age bracket of 25 to 34, 2% of respondent within the age bracket of 35 to 44 and 1% of respondent within the age bracket of 45 and above disagree that is 7.5% of total respondent disagree and 3.5% of respondent within the age bracket of 15 to 24, 0.5% of respondent within the age bracket of 25 to 34, 0% of respondent within the age bracket of 35 to 44 and 0.5% of respondent within the age bracket of 45 and above, that is total 4.5% of respondent strongly disagree that reviews about movies on internet will increase their interest towards it. It shows a positive result.

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Table 8: Cross tabulation of Income and Review about movies on internet increase your interest towards it

Income * Reviews about movies on internet increase your interest towards it Cross tabulation Count Reviews about movies on internet increase your interest towards it Strongly Agree Income Less than Rs 14,999 Rs 15,000 to Rs 29,999 Rs 30,000 to Rs 59,999 Rs 60,000 and above Total 15 4 Agree 33 33 Neutral 11 7 Disagree 4 5 Strongly Disagree 5 3 Total 68 52 3.7 3.5 Weighted Average

4 20 43

16 19 101

6 8 32

3 3 15

0 1 9

29 51 200

3.7

4.0

Figure 8: Cross tabulation of Income and Review about movies on internet increase your interest towards it

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Interpretation Within the bracket of income less than 14,999 Rs 7.5% respondent strongly agree, 16.5% were agreed, 5.5% of respondent have neutral veiw,2% people disagree and 2.5% people strongly disagree that reviews on internet about movies increase their interest towards it, Within the bracket of income 15,000 Rs to 29,999Rs, 2% respondent strongly agree, 16.5% were agreed, 3.5% of respondent have neutral veiw,2.5% people disagree and 1.5% people strongly disagree that reviews on internet about movies increase their interest towards it, Within the bracket of income 30,000 Rs to 59,999 Rs, 2% respondent strongly agree, 8% were agreed, 3% of respondent have neutral veiw,1.5% people disagree and 0% people strongly disagree that reviews on internet about movies increase their interest towards it, Within the bracket of income 60,000 and above Rs 10% respondent strongly agree, 9.5% were agreed, 2% of respondent have neutral view, 1.5% people disagree and .5% people strongly disagree that reviews on internet about movies increase their interest towards it. That is 21.5% of respondent strongly agree, 50.5% of respondent agree, 16% of respondent have neutral view, 7.5% of respondent disagree and 4.5% of respondent strongly disagree that reviews on internet about movies increase your interest towards it.

Table 9: Cross tabulation of marital status and Reviews about movies on internet increase your interest towards it

Marital status * Reviews about movies on internet increase your interest towards it Cross tabulation Count Reviews about movies on internet increase your interest towards it Strongly Strongly Agree marital status Married Single Total 27 16 43 Agree 39 62 101 Neutral 18 14 32 Disagree 8 7 15 Disagree 4 5 9 Total 96 104 200 3.8 3.7 Weighted Average

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Figure 9: Cross tabulation of marital status and Reviews about movies on internet increase your interest towards it

Interpretation

People who are married 13.5% people strongly agree, 19.5% of people agree, 9% of people have neutral view, 4% people disagree and 2% people were strongly disagree that reviews on internet about movies increase consumer interest towards it and People who are having a status of single, 8% people strongly agree, 31% of people agree, 7% of people have neutral view, 3.5% people disagree and 2.5% people were strongly disagree that reviews on internet about movies increase consumer interest towards it

That is 21.5% of total respondent strongly agree, 50.5% of total respondent agree, 16% of total respondent have neutral view, 7.5% of total respondent disagree and 4.5% of total respondent strongly disagree.

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Table 10: Cross tabulation of Gender and Internet and other online resources will enhance your decision making skills
Crosstab Count Internet and other online resources have enhanced your decision making skills in choosing worth watching movies Strongly Strongly Agree Gender Male Female Total 26 13 39 Agree 46 45 91 Neutral 16 20 36 Disagree 11 14 25 Disagree 7 2 9 Total 106 94 200 3.6 3.5 Weighted Average

Figure 10: Cross tabulation of Gender and Internet and other online resources will enhance your decision making skill

Interpretation

13% of male strongly agree, 23% of male agree, 8% of male have neutral view, 5.5% male disagree and 3.5% male were strongly disagree that internet and other online resources will enhance their shopping and decision making skills and 6.5% female strongly agree, 22.5% of female agree, 10% of female have neutral view, 7% female disagree and 19.5% female were strongly disagree that internet and other online resources will enhance their shopping and decision making skills.

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That is 21.5% of total respondent strongly agree, 50.5% of total respondent agree, 16% of total respondent have neutral view, 7.5% of total respondent disagree and 4.5% of total respondent strongly disagree.

Table 11: Cross tabulation of Age and Internet and other online resources will enhance your decision making skills
Crosstab Count Internet and other online resources have enhanced your decision making skills in choosing worth watching movies Strongly Agree Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 11 11 6 11 39 Agree 39 26 18 8 91 Neutral 13 9 9 5 36 Disagree 10 6 4 5 25 Strongly Disagree 3 2 2 2 9 Total 76 54 39 31 200 3.5 3.7 3.5 3.6 Weighted Average

Figure 11: Cross tabulation of Gender and Internet and other online resources will enhance your decision making skills

Interpretation

Within the bracket of age 15 to 24 years Rs 5.5% respondent strongly agree, 19.5% were agreed, 6.5% of respondent have neutral view, 5% people disagree and 1.5% people strongly disagree that internet and other online resources will enhance their shopping and decision making skills, 54

Within the bracket of age 25 to 34 years, 6.5% respondent strongly agree, 13% were agreed, 4.5% of respondent have neutral veiw,3% people disagree and 1% people strongly disagree that internet and other online resources will enhance their shopping and decision making skills, within the bracket of age 35 to 44 years, 3% respondent strongly agree, 9% were agreed, 4.5% of respondent have neutral veiw,2% people disagree and 1% people strongly disagree that internet and other online resources will enhance their shopping and decision making skills, within the bracket age 45 and above 6.5% respondent strongly agree, 4% were agreed, 2.5% of respondent have neutral view, 2.5% people disagree and 1% people strongly disagree that reviews on internet about movies increase their interest towards it.

That is 19.5% of respondent strongly agree, 45.5% of respondent agree, 18% of respondent have neutral view, 12.5% of respondent disagree and 4.5% of respondent strongly disagree that internet and other online resources will enhance their shopping and decision making skills.

Table 12: Cross tabulation of Income and Internet and other online resources will enhance your decision making skills
Crosstab Count Internet and other online resources have enhanced your decision making skills in choosing worth watching movies Strongly Agree Income Less than Rs 14,999 Rs 15,000 to Rs 29,999 Rs 30,000 to Rs 59,999 Rs 60,000 and above Total 14 6 Agree 35 30 Neutral 12 7 Disagree 5 7 Strongly Disagree 2 2 Total 68 52 3.8 3.6 Weighted Average

4 15 39

5 21 91

10 7 36

8 5 25

2 3 9

29 51 200

3.0

3.7

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Figure 12: Cross tabulation of Income and Internet and other online resources will enhance your decision making skills

Interpretation

Within the bracket of income less than 14,999 Rs. 7% respondent strongly agree, 17.5% were agreed, 6% of respondent have neutral view, 2.5% people disagree and 1% people strongly disagree that internet and other online resources will enhance their shopping and decision making skills, within the bracket of income 15,000 Rs to 29,999Rs, 3% respondent strongly agree, 15% were agreed, 3.5% of respondent have neutral veiw,3.5% people disagree and 1% people strongly disagree that internet and other online resources will enhance their shopping and decision making skills, within the bracket of income 30,000 Rs to 59,999 Rs, 2% respondent strongly agree, 2.5% were agreed, 5% of respondent have neutral view, 4% people disagree and 1% people strongly disagree that internet and other online resources will enhance their shopping and decision making skills, within the bracket of income 60,000 and above Rs 7.5% respondent strongly agree, 10.5% were agreed, 3.5% of respondent have neutral view, 2.5% people disagree and 1.5% people strongly disagree that internet and other online resources will enhance their shopping and decision making skills

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That is 19.5% of respondent strongly agree, 45.5% of respondent agree, 18% of respondent have neutral view, 12.5% of respondent disagree and 4.5% of respondent strongly disagree that internet and other online resources will enhance their shopping and decision making skills.

Table 13: Cross tabulation of marital status and Internet and other online resources will enhance your decision making skills
Crosstab Count Internet and other online resources have enhanced your decision making skills in choosing worth watching movies Strongly Agree marital status Married Single Total 39 91 36 25 9 200 20 19 Agree 36 55 Neutral 19 17 Disagree 17 8 Strongly Disagree 4 5 Total 96 104 3.5 3.7 Weighted Average

Figure 13: Cross tabulation of marital status and Internet and other online resources will enhance your decision making skills

Interpretation

People who are married 10% people strongly agree, 18% of people agree, 9.5% of people have neutral view, 8.5% people disagree and 2% people were strongly disagree that internet and other 57

online resources will enhance the shopping and decision making skills of consumer and people who are having a status of single, 9.5% people strongly agree, 27.5% of people agree, 8.5% of people have neutral view, 4% people disagree and 2.5% people were strongly disagree that internet and other online resources will enhance the shopping and decision making skills of consumer

That is 19.5% of respondent strongly agree, 45.5% of respondent agree, 18% of respondent have neutral view, 12.5% of respondent disagree and 4.5% of respondent strongly disagree that internet and other online resources will enhance their shopping and decision making skills.

5.3.2 For Objective 2

Table 14: Cross tabulation of gender and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media
Crosstab Count You spent less time on internet in identifying that the movie is worth watching and worth spending Strongly Strongly Agree Gender Male Female Total 24 17 41 Agree 30 37 67 Neutral 33 34 67 Disagree 15 5 20 Disagree 4 1 5 Total 106 94 200 3.5 3.7 Weighted Average

58

Figure 14: Cross tabulation of gender and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media

Interpretation

12% of male strongly agree, 15% of male agree, 16.5% of male have neutral view, 7.5% male disagree and 4% male were strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media and 8.5% female strongly agree, 18.5% of female agree, 17% of female have neutral view, 2.5% female disagree and 1% female were strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media.

That is 20.5% of total respondent strongly agree, 33.5% of total respondent agree, 33.5% of total respondent have neutral view, 10% of total respondent disagree and 2.5% of total respondent strongly disagree

59

Table 15: Cross tabulation of age and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media

Crosstab Count You spent less time on internet in identifying that the movie is worth watching and worth spending Strongly Strongly Agree Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 16 9 10 6 41 Agree 18 22 17 10 67 Neutral 30 20 5 12 67 Disagree 11 2 6 1 20 Disagree 1 1 1 2 5 Total 76 54 39 31 200 3.7 3.6 3.6 3.5 Weighted Average

Figure 15: Cross tabulation of age and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media

Interpretation

Within the bracket of age 15 to 24 years Rs 8% respondent strongly agree, 9% were agreed, 15% of respondent have neutral view, 10.5% people disagree and 1% people strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media, within the bracket of age 25 to 34 years, 4.5% respondent strongly agree, 11% were agreed, 10% of respondent have neutral view, 1% people disagree and 60

.5% people strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media, within the bracket of age 35 to 44 years, 5% respondent strongly agree, 8.5% were agreed, 2.5% of respondent have neutral view, 3% people disagree and 1% people strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media, within the bracket age 45 and above 3% respondent strongly agree, 5% were agreed, 6% of respondent have neutral view, .5% people disagree and 1% people strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media.

That is 20.5% of total respondent strongly agree, 33.5% of total respondent agree, 33.5% of total respondent have neutral view, 10% of total respondent disagree and 2.5% of total respondent strongly disagree.

Table 16: Cross tabulation of income and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media
Crosstab Count You spent less time on internet in identifying that the movie is worth watching and worth spending Strongly Agree Income Less than Rs 14,999 Rs 15,000 to Rs 29,999 Rs 30,000 to Rs 59,999 Rs 60,000 and above Total 15 9 Agree 21 19 Neutral 21 16 Disagree 10 7 Strongly Disagree 1 1 Total 68 52 3.8 3.7 Weighted Average

7 10 41

11 16 67

10 20 67

1 2 20

0 3 5

29 51 200

3.6

3.5

61

Figure 16: Cross tabulation of income and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media

Interpretation

Within the bracket of income less than 14,999 Rs. 12.5% respondent strongly agree, 10.5% were agreed, 10.5% of respondent have neutral view, 5% people disagree and 1% people strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media, within the bracket of income 15,000 Rs to 29,999Rs, 4.5% respondent strongly agree, 9.5% were agreed, 8% of respondent have neutral veiw,3.5% people disagree and 1% people strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media, within the bracket of income 30,000 Rs to 59,999 Rs, 3.5% respondent strongly agree, 5.5% were agreed, 5% of respondent have neutral view, 0.5% people disagree and 0% people strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media, within the bracket of income 60,000 and above Rs 5% respondent strongly agree, 8% were agreed, 10% of respondent have neutral view, 1% people disagree and 1.5% people strongly disagree consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media.

That is 20.5% of total respondent strongly agree, 33.5% of total respondent agree, 33.5% of total respondent have neutral view, 10% of total respondent disagree and 2.5% of total respondent strongly disagree.

62

Table 17: Cross tabulation of marital Status and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media
Crosstab Count You spent less time on internet in identifying that the movie is worth watching and worth spending Strongly Strongly Agree marital status Married Single Total 21 20 41 Agree 32 35 67 Neutral 30 37 67 Disagree 9 11 20 Disagree 4 1 5 Total 96 104 200 3.6 3.6 Weighted Average

Figure 17: Cross tabulation of marital Status and consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media

Interpretation

People who are married 20.5% people strongly agree, 16% of people agree, 15% of people have neutral view, 4.5% people disagree and 2% people were strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media and people who are having a status of single, 10% people strongly agree, 17.5% of people agree, 18.5% of people have neutral view, 10.5% people disagree and .5%

63

people were strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional Media

That is 20.5% of total respondent strongly agree, 33.5% of total respondent agree, 33.5% of total respondent have neutral view, 10% of total respondent disagree and 2.5% of total respondent strongly disagree

5.3.3 For Objective 3

Table 18: Cross tabulation of Gender and Internet has reduced the level of confusion in choosing movies to watch or buy then traditional media
Crosstab Count internet has reduced the level of confusion in choosing movies to watch then traditional media Strongly Strongly Agree Gender Male Female Total 31 25 56 Agree 35 31 66 Neutral 28 19 47 Disagree 7 18 25 Disagree 5 1 6 Total 106 94 200 3.8 3.6 Weighted Average

Figure 18: Cross tabulation of Gender and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media

64

Interpretation

15.5% of male strongly agree, 17.7% of male agree, 14% of male have neutral view, 3.5% male disagree and 2.5% male were strongly disagree that internet has reduced the level of confusion in choosing movies to watch or buy than traditional media and 12.5% female strongly agree, 15.5% of female agree, 9.5% of female have neutral view, 9% female disagree and 1% female were strongly disagree that consumer spend less time on internet has reduced the level of confusion in choosing movies to watch or buy than traditional media.

That is 28% of total respondent strongly agree, 33% of total respondent agree, 23.5% of total respondent have neutral view, 12.5% of total respondent disagree and 3% of total respondent strongly disagree.

Table 19: Cross tabulation of Age and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media
Crosstab Count internet has reduced the level of confusion in choosing movies to watch then traditional media Strongly Strongly Agree Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 15 17 14 10 56 Agree 28 15 14 9 66 Neutral 22 11 6 8 47 Disagree 8 9 5 3 25 Disagree 3 2 0 1 6 Total 76 54 39 31 200 3.6 3.7 3.5 3.7 Weighted Average

65

Figure 19: Cross tabulation of Age and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media

Interpretation

Within the bracket of age 15 to 24 years Rs 7.5% respondent strongly agree, 14% were agreed, 11% of respondent have neutral view, 4% people disagree and 1.5% people strongly disagree that internet has reduced the level of confusion in choosing movies to watch or buy than traditional media, within the bracket of age 25 to 34 years, 8.5% respondent strongly agree, 7.5% were agreed, 5.5% of respondent have neutral view, 4.5% people disagree and 1% people strongly disagree that Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media, within the bracket of age 35 to 44 years, 7% respondent strongly agree, 7% were agreed, 3% of respondent have neutral view, 2.5% people disagree and 0% people strongly disagree internet has reduced the level of confusion in choosing movies to watch or buy than traditional media, within the bracket age 45 and above 5% respondent strongly agree, 4.5% were agreed, 4% of respondent have neutral view, 1.5% people disagree and .5% people strongly disagree that consumer spend less time on internet in identifying that movie is worth watching and worth spending than Traditional media.

That is 28% of total respondent strongly agree, 33% of total respondent agree, 23.5% of total respondent have neutral view, 12.5% of total respondent disagree and 3% of total respondent strongly disagree.

66

Table 20: Cross tabulation of Income and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media
Crosstab Count internet has reduced the level of confusion in choosing movies to watch then traditional media Strongly Agree Income Less than Rs 14,999 Rs 15,000 to Rs 29,999 Rs 30,000 to Rs 59,999 Rs 60,000 and above Total 17 12 Agree 18 24 Neutral 23 11 Disagree 7 5 Strongly Disagree 3 0 Total 68 52 3.8 3.7 Weighted Average

5 22 56

9 15 66

6 7 47

7 6 25

2 1 6

29 51 200

3.2

Figure 20: Cross tabulation of Income and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media

67

Interpretation

Within the bracket of income less than 14,999 Rs. 8.5% respondent strongly agree, 9% were agreed, 21.5% of respondent have neutral view, 3.5% people disagree and 1.5% people strongly disagree that internet has reduced the level of confusion in choosing movies to watch or buy than traditional media, within the bracket of income 15,000 Rs to 29,999Rs, 6% respondent strongly agree, 12% were agreed, 5.5% of respondent have neutral view, 2.5% people disagree and 0% people strongly disagree that internet has reduced the level of confusion in choosing movies to watch or buy than traditional media, within the bracket of income 30,000 Rs to 59,999 Rs, 2.5% respondent strongly agree, 4.5% were agreed, 3% of respondent have neutral view, 3.5% people disagree and 1% people strongly disagree that internet has reduced the level of confusion in choosing movies to watch or buy than traditional media, within the bracket of income 60,000 and above Rs 11% respondent strongly agree, 7.5% were agreed, 3.5% of respondent have neutral view, 3% people disagree and .5% people strongly disagree internet has reduced the level of confusion in choosing movies to watch or buy than traditional media.

That is 28% of total respondent strongly agree, 33% of total respondent agree, 23.5% of total respondent have neutral view, 12.5% of total respondent disagree and 3% of total respondent strongly disagree

68

Table 21: Cross tabulation of marital Status and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media

Crosstab Count internet has reduced the level of confusion in choosing movies to watch then traditional media Strongly Strongly Agree marital status Married Single Total 36 20 56 Agree 27 39 66 Neutral 18 29 47 Disagree 13 12 25 Disagree 2 4 6 Total 96 104 200 3.5 3.7 Weighted Average

Figure 21: Cross tabulation of marital Status and Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media

Interpretation

People who are married 18% people strongly agree, 13.4% of people agree, 9% of people have neutral view, 6.5% people disagree and 1% people were strongly disagree internet has reduced the level of confusion in choosing movies to watch or buy than traditional media and People who 69

are having a status of single, 10% people strongly agree, 14.5% of people agree, 19.5% of people have neutral view, 6% people disagree and 4% people were strongly disagree that Internet has reduced the level of confusion in choosing movies to watch or buy than traditional media

That is 28% of total respondent strongly agree, 33% of total respondent agree, 23.5% of total respondent have neutral view, 12.5% of total respondent disagree and 3% of total respondent strongly disagree

5.3.4 For Objective 4

Table 23: Cross tabulation of age and promotion through TV ads
Crosstab Count Best Promotion Medium TvAds Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 2 8 0 2 12 Occasionally 38 7 10 9 45 Regularly 19 15 16 6 54 Always 17 24 13 14 89 Total 76 54 39 31 200 2.6 3.01 3.0 3.6 Weighted Average

Figure 22: Cross tabulation of age and promotion through TV ads

Weighted Average
3.6

2.6
15 to 24 years 25 to 34 years 35 to 44 years

3.01 3.0

45 and above

70

Interpretation

Cross Tab shows that the best medium for targeting people within the age bracket of 35 and above years is through TV ads while for other age bracket it not as effective medium for promotion of movies as it is for 35 and above age bracket.

Table 24: Cross tabulation of age and promotion through news paper
Crosstab Count Best Promotion Medium News Paper Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 12 8 7 4 31 Occasionally 26 24 7 4 75 Regularly 23 12 12 12 51 Always 15 10 13 11 43 Total 76 54 39 31 200 2.5 2.4 2.7 3.11 Weighted Average

Figure 23: Cross tabulation of age and promotion through news paper

Weighted average
3.1 2.5
15 to 24 years 25 to 34 years 35 to 44 years 45 and above

2.7

2.4

71

Interpretation:

This study shows that newspaper is not an effective medium in the age bracket of 15 to 24 and 25 to 34 years for promotion. But it is effective for attracting consumer of age bracket of 35 to 44 and 45 and above age people as they regularly read newspaper and they can be attract through it.

Table 25: Cross tabulation of age and promotion through word of mouth

Crosstab Count Best Promotion Medium Word Of Mouth Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 7 6 8 9 19 Occasionally 25 13 4 12 58 Regularly 23 23 14 8 69 Always 21 12 13 2 54 Total 76 54 39 31 200 2.76 2.75 2.7 2.09 Weighted Average

Figure 24: Cross tabulation of age and promotion through word of mouth

Weifhted Average
2.09 2.76

15 to 24 years 25 to 34 years 35 to 44 years 45 and above

2.7

2.75

72

Interpretation:

For age bracket 15 to 24 year, 25 to 34 word of mouth is attracting medium for promotion of movies as people these age bracket usually attract with word of mouth so it also effective medium for these age bracket people but study shows that it is not an attractive medium for the promotion of movies for the people within the age bracket of 35 to 44 years and 45 and above years people Table 26: Cross tabulation of age and promotion through internet and social media

Crosstab Count Best Promotion Medium Internet And Social Media Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 3 5 1 3 12 Occasionally 15 9 9 18 36 Regularly 23 21 15 7 66 Always 35 19 14 3 86 Total 76 54 39 31 200 3.2 3 3.0 2.3 Weighted Average

Figure 25: Cross tabulation of age and Promotion through Internet and Social Media

Weighted Average
2.3 3.2

15 to 24 years 25 to 34 years 35 to 44 years 45 and above

3.00

3.00

73

Interpretation:

Study shows that internet is a best medium for promotion of movies in all age brackets but it has been observed that the level of interest in this industry get reduced if we move upward in within age bracket that is the people within the age bracket 45 and above has the lowest interest in movies as compare to people within the age bracket of 15 to 24 has a highest level of interest.

5.3.5 Comparison between Male and Female on the Basis of Age and Promotion mediums:
Table 27: Cross tabulation of age and promotion through TV ads with respect to male respondent
Crosstab Best Promotion Medium TvAds Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 2 5 0 2 9 Occasionally 13 4 7 8 30 Regularly 9 7 6 7 23 Always 17 13 5 1 44 Total 41 29 18 18 106 Weighted Average 3 2.96 2.8 2.3

Figure 26: Cross tabulation of age and promotion through TV ads with respect to male respondent

Weighted Average
2.3 3.0
15 to 24 years 25 to 34 years 35 to 44 years

2.8

2.96

45 and above

74

Interpretation:

67 of male respondents mostly get information from TV ads in which from age bracket of 15-34, 30 people says that they always get information from TV ads whereas in same age bracket, 16 people respond that they regularly get information from TV ads and 17 male respond that they occasionally get information from TV ads whereas male 35 to 45 and above age does not effectively extract information from this medium

Table 28: Cross tabulation of age and Promotion through TV Ads with respect to female respondent
Crosstab Count Best Promotion Medium TvAds Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 0 3 0 0 3 Occasionally 6 3 5 1 15 Regularly 8 8 10 5 31 Always 21 11 6 7 45 Total 35 25 21 13 94 3.4 3.08 3.04 3.4 Weighted Average

Figure 27: Cross tabulation of age and Promotion through TV Ads with respect to female respondent

75

Interpretation: 76 females respond mostly they get information from TV ads in which from age bracket of 1534, 32 people says that they always get information from TV ads whereas in same age bracket, 16 female respond that they regularly get information from TV ads and 9 female respond that they occasionally get information from TV ads whereas male 35 to 45 and above age does not effectively extract information from this medium which also shows that female between the age brackets of 15-34 utilize TV medium for extracting information about movies more as compare to males. Table 29: Cross tabulation of age and promotion through newspaper with respect to male respondent
Crosstab Count Best Promotion Medium News Paper Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 8 6 4 3 21 Occasionally 14 15 4 7 40 Regularly 13 3 5 1 22 Always 6 5 5 7 23 Total 41 29 18 18 106 Weighted Average 2.41 2.2 2.6 2.7

Figure 28: Cross tabulation of age and promotion through newspaper with respect to male respondent

76

Interpretation:

45 of male respondent mostly get information from newspaper in which from age bracket of 35 to 45 and above males, 12 people says that they always get information from newspaper whereas in same age bracket, 6 male respond that they regularly get information from newspaper and 11 male respond that they occasionally get information from newspaper whereas males of 15 to 34 age, 29 people occasionally get information from newspaper this means newspaper is not an effective medium to attract male of 15 to 34 age bracket. Table 30: Cross tabulation of age and promotion through newspaper with respect to female respondent
Crosstab Count Best Promotion Medium News Paper Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 4 2 3 1 10 Occasionally 12 9 9 5 35 Regularly 10 9 7 3 29 Always 9 5 2 4 20 Total 35 25 21 13 94 Weighted Average 2.6 2.7 2.38 2.7

Figure 29: Cross tabulation of age and promotion on newspaper with respect to female respondent

77

Interpretation:

On the other hand female of age bracket 15 to 34 extract more information from newspaper as compare to males of same age bracket and females of 35 to 45 and above utilize newspaper for extracting information less than the males of same age brackets Table 31: Cross tabulation of age and promotion through social media and internet with respect to male respondent
Crosstab Count Best Promotion Medium Internet And Social Media Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 2 4 1 2 9 Occasionally 6 5 8 10 15 Regularly 10 8 6 5 31 Always 23 12 3 1 51 Total 41 29 18 18 106 Weighted Average 3.3 2.96 2.6 2.2

Figure 30: Cross tabulation of age and promotion through internet and social media with respect to male respondent
2.2

Weighted Average

3.2
15 to 24 years 25 to 34 years 35 to 44 years

2.6

2.96

45 and above

78

Interpretation:

Out of 106 male respondent 82 males respond that they mostly extract information from internet and social media in which males from age bracket of 15 to 34, 35 people strongly agree and 18 people agree that they get information from internet and social media. We also explore through this research that males from age bracket of 35 to 45 and people do not use internet frequently as compare to male from lower age bracket. Table 32: Cross tabulation of age and promotion through internet and social media with respect to female respondent
Crosstab Count Best Promotion Medium Internet And Social Media Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 1 1 0 1 3 Occasionally 5 4 8 8 21 Regularly 12 13 7 2 35 Always 17 7 6 2 35 Total 35 25 21 13 94 Weighted Average 3.2 3.04 2.9 2.3

Figure 31: Cross tabulation of age and promotion through internet and social media with respect to female respondent

2.3

Weighted Average
3.2
15 to 24 years 25 to 34 years 35 to 44 years

2.9

3.04

45 and above

79

Interpretation: Out of 94 female 70 female respond that they mostly extract information from internet and social media in which female of age bracket 15 to 34, 19 female strongly agree, 26 female that they extract information from internet and social. Female of age bracket 35 and above do not frequently extract information from internet and social media and males from age bracket of 15 to 34 extract more information from internet about movies than female of same age brackets.

Table 33: Cross tabulation of age and promotion through word of mouth with respect to male respondent
Crosstab Count Best Promo Medium Word Of Mouth Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 6 4 3 1 14 Occasionally 15 6 3 8 32 Regularly 13 11 5 4 33 Always 7 8 7 5 27 Total 41 29 18 18 106 Weighted Average 2.51 2.7 2.8 2.7

Figure 32: Cross tabulation of age and promotion through word of mouth with respect to male respondent

80

Interpretation: Males of age bracket 35 and above extract more information through word of mouth than lower age brackets males gave less positive response. It is effective medium for promotion for lower age bracket but not effective than internet and social media in all age bracket. Table 34: Cross tabulation of age and promotion through word of mouth with respect to female respondent
Crosstab Count Best Promotion Medium Word Of Mouth Never Age 15 to 24 years 25 to 34 years 35 to 44 years 45 and above Total 1 2 1 1 5 Occasionally 10 7 5 4 26 Regularly 10 12 9 5 36 Always 14 4 6 3 27 Total 35 25 21 13 94 Weighted Average 3.05 2.75 2.95 2.7

Figure 33: Cross tabulation of age and promotion through word of mouth with respect to male respondent

Interpretation:

Female of age bracket 15 to 24 and 35 to 44, females extract more information through word of mouth than other age brackets of females gave less positive response. It is also effective medium

81

for promotion but not effective than internet and social media. Moreover females extract more information through word of mouth than male

5.3.6 Correlation
Table 22: Correlation of all hypotheses

Correlations spend less time on internet in identifying movie Reviews about movies on is worth watching and online resources enhance shopping and decision making skills .145
*

internet increase worth spending your interest towards it Reviews about movies on internet increase your interest towards it N spend less time on internet in identifying movie is worth watching and worth spending than traditional media online resources enhance shopping and decision making skills N Internet reduce level of confusion Pearson Correlation Sig. (2-tailed) N *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed). 200 .367
**

Internet reduce level of confusion

than traditional media 1

Pearson Correlation Sig. (2-tailed)

.378

**

.367

**

.041 200 .145

*

.000 200 .164

*

.000 200 .169

*

200 1

Pearson Correlation Sig. (2-tailed) N

.041

.021

.016

200 Pearson Correlation Sig. (2-tailed) .378

**

200 .164
*

200 1

200 .424
**

.000

.021 200 .169

*

.000 200 .424

**

200 1

.000 200

.016 200

.000 200 200

82

Interpretation:

Reviews on internet about movies increase your interest towards it has a positive correlation but the level of significant is not very high with people spend less time on internet in identifying that movie is worth watching and worth spending. But on the other hands review on internet about movies increase your interest towards it has positive and high significance with internet helps in enhancing shopping and decision making skills and internet reduces the level of confusion in choosing movies to watch. Which shows that reviews on internet reduces the level of confusion of consumer and enhance their shopping and decision making skills but it have a very low effect on the time factor in gathering information from internet.

Consumer spend less time on internet in identifying that movie is worth watching and worth spending than traditional media has a positive and, low significance with reviews on internet about movies increases interest towards it, internet reduces the level of confusion and improve decision making. Which shows that it has a very low effect on these three factors?

Online resources enhance your shopping and decision making skills has a positive and highly significance with internet reduces the level of confusion in choosing movie to watch and reviews on internet about movies improve your shopping and decision making skills but it has a positive but not highly significant relation with consumer spend less time on internet in identifying that movie is worth watching and worth spending

Internet reduces the level of confusion has a positive and highly significant relation with reviews on internet about movies increase your interest towards it and it enhances shopping and decision making skills but it have a positive but not highly significant relation with consumer spend less time on internet in identifying that movie is worth watching and worth spending than traditional media.

83

6Findings:
Following are the findings of this research Internet is the best medium for promotion of movies in all age brackets but it has been observed that the level of interest in this industry get reduced if we move upward in within age bracket that is the people within the age bracket 45 and above has the lowest interest in movies as compare to people within the age bracket of 15 to 24 has a highest level of interest Within the age bracket of 15 to 24 year, 25 to 34 word of mouth is attracting medium for promotion of movies as people these age bracket usually attract with word of mouth so it also effective medium for these age bracket people but study shows that it is not an attractive medium for the promotion of movies for the people within the age bracket of 35 to 44 years and 45 and above years people. Moreover study shows that its effectiveness is less than internet and social media Newspaper is not an effective medium for age bracket of 15 to 24 and 25 to 34 years for promotion. But it is effective for attracting consumer of age bracket of 35 to 44 and 45 and above age people as they regularly read newspaper and they can be attract through it. Within the age bracket of 15 to 24 years TV ads is the effective medium for promotion of movies. Internet has reduced the level of confusion in choosing movies to watch, internet enhances the shopping and decision making skills and reviews on internet has a positive relation with very high significance with each other but all of these factors have a positive and low significance level with consumer spend less time on internet and online resources in identifying movie to watch than traditional media which means that it has a very low effect on the time period.

84

 That is 28% of total respondent strongly agree, 33% of total respondent agree, 23.5% of total respondent have neutral view, 12.5% of total respondent disagree and 3% of total respondent strongly disagree that online resources and internet reduces the level of confusion in identifying which movie to watch it has a positive relation that shows that 61% people agreed that internet reduces their level of confusion. The results have been identified on the basis of gender, age, income and marital status. 20.5% of total respondent strongly agree, 33.5% of total respondent agree, 33.5% of total respondent have neutral view, 10% of total respondent disagree and 2.5% of total respondent strongly disagree. That is 51% people respond positively that they spend less time on internet in identifying movie is worth watching and worth spending than traditional media. In correlation with other variables there is a weak relation of this variable with others because 33.5% of respondent have neutral view that they spend less time on internet in identifying that movie is worth watching than traditional media which found that objective 3 is been achieved That is 19.5% of respondent strongly agree, 45.5% of respondent agree, 18% of respondent have neutral view, 12.5% of respondent disagree and 4.5% of respondent strongly disagree that internet and other online resources will enhance their shopping and decision making skills. The result shows that 65% of respondent have positive opinion that that online resources will enhance their shopping and decision making skills That is 21.5% of respondent strongly agree, 50.5% of respondent agree, 16% of respondent have neutral view, 7.5% of respondent disagree and 4.5% of respondent strongly disagree that reviews on internet about movies increase your interest towards it. The study shows that 72% of respondent have positive opinion that reviews on internet increase their interest towards it. 65% of consumer respond that positively that internet enhance their shopping and decision making skills and 72% people respond positively that reviews on internet increase their interest towards it these two statements found that objective 2 is fulfilled 85

 Study also found that internet is the best medium for promotion than other promotion medium but we found that males extract more information from internet and social media as compare to females. It also found that female extract information about movies through word of mouth than males they extract less information. But response of females, extracting information through TV ads, Newspapers are less than female respondents who extract information through internet and social media. Study also found that for targeting people of 15 to 34 age bracket internet is the best medium whereas for above age bracket TV ads and newspaper internet. are effective than

86

Conclusion:
This study conclude that in Pakistan internet is playing a vital role in film industry and facilitating consumer to improve pre purchase decision making. This study shows that people are using internet for gathering information about movies in order to enhance their shopping and decision making skills

This study also proves that internet is most effective medium for the promotion of movies as compare to traditional media such as newspaper, TV ads and word of mouth because consumer use internet more in gathering information of internet before purchasing it so it will also beneficial for film makers at the stage at which consumer is gathering information they can easily and effectively attract consumer by heavily promoting movies on internet and filmmaker can have highest level of their target market online as their reach in this sector is high.

This study also conclude that in this era of internet consumer pre purchase decision making is based on the information gather by the consumer and internet plays a massive role in providing information to consumer on which their decision is based on, this shows that internet has also revolutionized the buying behavior of consumer as internet has changes emotional buying behavior into rational buying behavior.

87

Recommendations:
This research suggests the following recommendations to the concerned readers. Internet plays a vital role in enhancing pre purchase decision making skills of consumer specially in film industry so film makers should provide detail information on internet in order to attract consumers Internet is the best medium for the promotion of movies specially targeting youth so filmmakers should focus on online resources in order to attract consumers. Consumer utilize internet for enhancing decision making skills so film makers or concerned people should detail and valid information in order to improve consumer decision making and creating loyalty with the production houses and their movies. Study have shown that internet has reduces the level of confusion of consumer to choose which movie to watch so filmmakers and other concerned parties should provide valid and full information in order to attract consumers Prerelease of movies is a stage at which consumer gather information and their decision making based on this stage in order to attract consumer at this stage internet is a best medium for attracting consumer. For youth oriented movies the best medium for promotion movies is internet and social media. Newspaper and TV ads can be used to promote films which are targeting people of age bracket 35 and above.

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Micheal D. Smith, H. J. (2005-2006). The impact of Movie broadcasts on DVD sales and Internet Piracy. Competing with free. Moran, A. (1996). Film Policy: International, National and Regional Perspectives. London: Routledge. Munoz, L. (2003). High-Tech Word of Mouth Maims Movies in a flash. Los Angeles Times. Nelson, P. (1974). Advertising as Information. The Journal of Political Economy, 729-754. Olson, T. J. (2008). understanding Consumer Decision Making. Sachoff, M. (2007, June 5). Online Product Information Important To Shoppers. Shave, D. (2000-2005). Impact of internet on consumer information search behavior. Florida. Shaver, D. (2000-2005). Impact of the Internet on Consumer Information. Soyeon Shim, M. A. (2000). An online prepurchase intentions model: The role of intention to search. Srull, T. K. (1983). AFFECT AND MEMORY: THE IMPACT OF AFFECTIVE REACTIONS IN ADVERTISING ON THE REPRESENTATION OF PRODUCT INFORMATION IN MEMORY. Advances in Consumer Research Volume 10, 520-525. Vogeal, H. (1998). Entertainment Industry Economics: A guide for financial analysis. New York: Cambridge University Press. Wray, R. (2009, June 1). Film industry seeks online 'speed humps' to thwart internet piracy. Xiaoquan Micheal Zhang, C. D. (2004, September). Impact of Online Movie Reviews On Box Office Performance. Estimating The Word of Mouth For Movies.

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Author (s) Dan Shaver

Methodology Interview and Questionnaire

Sample Male and female

Variable Online resources Internet Shopping and decision making skills Traditional Media Pre purchase decision making

Main Findings Increase in the population from 2000 to 2005 which says they look for the information of product online which they are thinking to buy Consumer major decision is now based on information available on internet

Michael .R. Ward, Michael. J. Lee

Interview and questionnaire

Male and Female

High product quality Market failure Verity of choices Rapid growth

More experienced internet user rely less on brand names There is a linked between brand reliance and experience

Soyeone Shim, Mary Ann Eastlick, Sherry L. Lotz, Patricia Warrinton

Questionnaires and interview

Male and Female

Purchase Experience Internet Intention to use internet for information search

Internet search intention played a predictive role There is a positive impact of internet on role of attitudes, perceived behavioral control and past behavior

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8Appendix

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_____SrNo

Questionnaire

National University Of Computer and Emerging Sciences

Dear Respondent:

I am a student of National University of Computer and Emerging Sciences (Fast University). I am in my last semester and conducting this research as my final year project. The topic of this study is Internet helps in enhancing pre purchase information in Film industry; this is an exploratory study which is conducting for identifying consumer preferences in choosing medium to extract information about movies on which their buying behavior is based on I request you to please provide me right information as it will take your five minutes only. Its my responsibility that your data will not be leaked as it is confidential and it will not be used for any marketing research. Thank you

Exploratory Study: Internet helps in enhancing pre purchase information in Film industry
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Tick the suitable answers. 1) Gender? Male Female

2) Age? 15 to 24 years 25 to 34 years 35 to 44 years 45 and above

3) Monthly Income? Less than Rs 14,999 Rs 15,000 to Rs 29,999

Rs 30,000 to Rs 59,999

Rs 60,000 and above

4) Marital Status? Married Single

5) How often do you visit Theater (Cinemas)? Weekly Monthly Quarterly Yearly More than a year

6) Where do you like to watch movies?

Options At home (alone) Never Occasionally Mostly Always

In Theater (cinema)

With friends other than Theater (Cinema)

with family

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7) From where do you get information about newly release movies?

Options Traditional Media (TV Adds, Newspaper and word of mouth) Social network Never Occasionally Mostly Always

Blogs

Websites (detail information about movies)

8) How do you come to know that a movie is worth watching and worth spending?
Options Through TV trailers Never Occasionally Mostly Always

Through word of mouth

Through internet (including blogs and websites) Through social media

9) What do you think is the best medium for promotion of movies?

Options TV ads Never Occasionally Mostly Always

News Paper

Word of mouth

Internet and social media

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Tick the suitable answers

Questions

Strongly Agree

Agree

Neutral Disagree

Strongly Disagree

10) Do you watch movies?

11) Does Reviews about movies on internet increase your interest towards it? 12) Do you think you spent less time on internet in identifying that the movie is worth watching and worth spending? 13) Do you think internet and other online resources have enhanced your decision making skills in choosing worth watching movies? 14) Do you think internet has reduced the level of confusion in choosing movies to watch then traditional media?

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