CUSTOMER ’ S PERCEPTION

&
PREFRENCES FOR
multiplexes IN
LUCKNOW

SHALINI SINGH
SACHIN AWASTHI
MBA (G)
SECTION B
 MARKETING RESEARCH
• Managers need information in order to introduce
products and services that create value in the mind of
the customer.
•
• But the perception of value is a subjective one, and
what customers value this year may be quite different
from what they value next year.
•
• As such, the attributes that create value cannot simply
be deduced from common knowledge. Rather, data
must be collected and analyzed.

• To maximize the benefit of marketing research, those

who use it need to understand the research process
and its limitations
•
 Marketing Research VS.
Market Research
Market Research
• Marketing Research
•

• Deals specifically with • Covers a wider range of

the gathering of activities.
information about a
market's size and
•
trends. • May involve market
research
•
• Marketing research is a
more general
systematic process
that can be applied to
a variety of marketing
 INTRODUCTION OF THE
PROJECT
§ SUBJECT: Customer’s Perception And
Preference For The Multiplexes In Lucknow.

§ OBJECTIVE:
• To Understand And Analyze The Customer
Opinion And Level Of Satisfaction For The
Multiplexes In Lucknow.
• To Find Out The Customer Perception And
Preference For The Multiplexes In Lucknow.
§ PLACE: On The 4 Multiplexes In
Lucknow….
• WAVE CINEMAS
• FUN REPUBLIC
• PVR CINEMAS
• INOX THEATRES

§ DURATION:
20th December 2008 - 5th January 2009.
 MARKETING RESEARCH
PROCESS
1. Define the problem
2. Determine research design
3. Identify data types and sources
4. Design data collection forms and
questionnaires
5. Determine sample plan and size
6. Collect the data
7. Analyze and interpret the data
8. Prepare the research report
 1. DEFINING THE
PROBLEM
• The problem area for the multiplex are the
perception and preference of different customer
segment for the multiplexes.
•
• To identify their weak point and to work on them for
the mutual benefit of both the multiplexes and the
customer is the major use of the marketing research.

• The decision problem faced by management must be

translated into a market research problem in the
form of questions.
2 . D E T E R M IN E R E S E A R C H
D E S IG N
• The research design adopted by us was
the CAUSAL DESIGN.

• Causal research seeks to find cause

and effect relationships between
variables. It accomplishes this goal
through laboratory and field
experiments.
3 . ID E N T IF Y D A TA T Y P E S A N D
SO U R CES
• For our project we used both the primary data as well
as the secondary data.

§ SECONDARY DATA: Secondary data may be internal

to the firm, such as sales invoices and warranty cards, or
may be external to the firm such as published data or
commercially available data.
§

§ PRIMARY DATA: Primary data can be obtained by

communication or by observation. Communication
involves questioning respondents either verbally or in
writing.
 4 . D E S IG N D A T A
C O L L E C T IO N F O R M S A N D
Q U E S T IO N N A IR E S
• The questionnaire is an important tool for
gathering primary data.
•
• Poorly constructed questions can result in
large errors and invalidate the research
data.
•
• The questionnaire should be tested
thoroughly prior to conducting the survey.
 QUESTIONNAIRE DESIGN
STEPS
a. Determine which information is being sought i.e.
OBJECTIVITY.
a.
c. Choose a question type and method of
administration.
d.
c. Determine the general question content needed
to obtain the desired information.

d. Determine the form of response.

e.
g.
Continued…
e. Choose the exact question wording.
f.
h.Arrange the questions into an effective
sequence.
i.
k. Specify the physical characteristics of the
questionnaire.
l.
h. Test the questionnaire and revise it as
•

needed.
 (a) REQUIRED INFORMATION
• To determine exactly which information is needed, it is useful to
construct tables into which the data will be placed once it is collected.
• The tables will help to define what data is needed and what is not
needed.
( b ) Question Type and
A d m in istra tio n M e th o d
In our project we used fixed alternative as well as projective
method for the preparation of the questionnaire.

FIXED-ALTERNATIVE questions provide multiple-choice answers.

PROJECTIVE METHODS use a vague question or stimulus and

attempt to project a person's attitudes from the response. The
questionnaire could use techniques such as word associations and fill-
in-the-blank sentences.
 (c) QUESTION CONTENT
• Each question should have a specific purpose or should not be
included in the questionnaire.
• The goal of the questions is to obtain the required information.
• Some techniques are:

1. Place the question in a series of less personal questions.

2. State that the behavior or attitude is not so unusual.
3. Phrase the question in terms of other people, not the
respondent.
4. Provide response choices that specify ranges, not exact
numbers.
5. Use a randomized response model giving the
respondent pairs of questions with a randomly assigned
one to answer.
 (d) FORM OF QUESTION
RESPONSE
In our project we used all three forms of question
response:
1. Open-ended
2.Dichotomous
5.Multi-chotomous

• Open-ended responses are difficult to evaluate,

but are useful early in the research process for
determining the possible range of responses.
• Dichotomous questions have two possible
opposing responses, for example, "Yes" and "No".
• Multichotomous questions have a range of
responses as in a multiple choice test.
 ( e ) QUESTION WORDINGS
The questions should be unambiguous, easily
understandable considering the full context of the
respondent's situation.

( f) SEQUENCE THE
Q U E S T IO N S
Some neutral questions should be placed at the
beginning of the questionnaire. Effective opening
questions are simple and non-threatening.

When sequencing the questions, keep in mind that

their order can affect the response
 (g) PHYSICAL
CHARACTERISTICS OF THE
QUESTIONNAIRE
• Physical aspects (for e.g. the page layout, font type and
size, question spacing, and type of paper) should be
considered.
•
• The layout should be designed in that manner so the need
to flip back and forth between pages will not be there.
•
• Should be readable even by those respondents who have
less-than-perfect visual acuity.
•
• Each questionnaire should have a unique number in order
to better account for it and to know if any have been lost.
 (h) TEST AND REVISE THE
QUESTIONNAIRE
• The questionnaire should be pre-tested in two stages
before distributing.

• In the first stage, it should be administered using

personal interviews in order to get better feedback on
problems such as ambiguous questions

• Then, it should be tested in the same way it will be

administered.
5 . D E T E R M IN E S A M P L E P L A N
A N D S IZ E
• The minimum sample size on which the
survey was to be conducted was 100.
•
• For our project we asked 130 people who
visited the various multiplex in Lucknow
between 20th December 2008 to 5th
January 2009 to fill up the questionnaire
for us.
•
• We also went to people in our relation and
friends to fill up the questionnaire for us.
•
 DATA COLLECTION
• Data is collected both from primary source
as well as secondary source.
•
• The primary source data was obtained by
filling the questionnaires.
•
• The secondary data was obtained from the
respective multiplex's website and internet
portals.
•
• By using the various data available we
compiled this project.
•
 6. DATA ANALYSIS
• Before analysis can be performed, raw
data must be transformed into the right
format.

• The data is tabulated to count the number

of samples falling into various categories.
• For our project we did:
§ Conjoint Analysis
§ Cluster Analysis
 CONJOINT ANALYSIS
• First used in the early 1970's
•
• The CONJOINT ANALYSIS is a powerful technique for
determining consumer preferences for product attributes.

•
• Well-suited for defining a new product or improving an
existing one.
•
• Allows a subset of the possible combinations of product
features to be used to determine the relative importance of
each feature in the purchasing decision.
•
Continued…
• The respondent asked to arrange a list of
combinations of product attributes in
decreasing order of preference.
•
•

• This method is efficient because survey

does not need to be conducted using
every possible combination of
attributes. The utilities can be
determined using a subset of possible
attribute combinations.
 C LU S T E R A N A LY S IS
• A collection of algorithms for grouping objects, or in
the case of marketing research, grouping people

• Useful in the exploratory phase of research when

there are no a-priori hypotheses
INTODUCTION TO
MULTIPLEXES
 WAVE MULTIPLEX
• Govern by CHADHA GROUP
• Highly reputed conglomerate
• Presence in Real Estate, Construction and
Operation of Multiplexes, Sugar
Manufacturing,Paper Manufacturing,
Distillery, Liquor Retailing & Food
Processing, distribution and screening
of films.
• The film distribution business is being
carried on in a partnership firm M/s
GINNI ARTS.
Continued…
• Total turnover of Rs.1850 Crores approx
for the year 2003-04 with the Group’s
net worth at approx Rs.200 Crores
approx.
•

• The combined personal net worth of

promoters, as on 31st March 2003, is
Rs.79 Crores approx.
•
 FUN CINEMAS
• Cinema chain in India.
•

• Owned by the Essel Group and promoted

by E-City Ventures.
•
• The company operates with the brand
name Fun Cinemas (the premium
brand) and Talkie Town(the value
brand)
•
• Fun Cinemas has a total of 55 screens in
16 multiplexes across India.
Continued…
• The company plans to have 300 Fun
Cinemas screens, 250 Talkie Town
screens and 1,000 digital screens by the
year 2011.
 PVR CINEMAS
• India’s largest cinema chain.
•

• Started in the year 1997.

•
• Pvr bangalore, india's largest ever
multiplex.
•

• 101 screens across the country.

REMARKABLE FACTS OF PVR
• First to receive institutional funding in the
cinema industry from ICICI Venture.
•

• First to introduce THX – approved three

way surround sound system with real
life sound effects and projection facility
with latest Xenon based technology.
•
• First to launch India’s biggest 11 screen
multiplex – PVR Bangalore.
•
Continued…
• PVR Pictures made its production debut
in December 2007 with ‘Taare Zameen
Par’, a co-production with Aamir Khan
Productions Ltd. Distributed by PVR
Pictures
 INOX THEATRE
• INOX Leisure Limited is the diversification venture of
the INOX group into entertainment and is a
subsidiary of Gujarat Fluorochemicals Ltd.
•

• currently operates 27 multiplexes and 94 screens in 19

cities
•

• Winner of the ‘ICICI Entertainment Retailer of the

Year’ Award 2005, TAAL Multiplexer 2006 and
Emerging Superbrand of the year 2006 – 2007
Award
•

• INOX is also in an alliance with the Pantaloon Group

 Graphical
representation of
data
 PIE CHARTS
Q1: Do you visit
•

Multiplexes..??
•

Q2: What is the

•

frequency of
your visit in a
month..??
•
Q.3 : According to
•

you which is the

best Multiplex in
LUCKNOW..??
Q4: Which show do you prefer
to watch a movie..??
Q4. CONTINUE…
Q . 5 : What are the rates at which
the tickets are available during
the show selected by you .. ??
Q. 5 Continued…
Q6: Do you buy the food and
the refreshment sold inside
the Multiplex..??
Q6: Continued…
Q. 7: If the answer is
NO…..
What is reason behind it..??
Q. 7 Continued…
Q. 8: If the answer in YES…..
What are the standard of food and
refreshment available inside the
Multiplex selected by you..??
Q. 8 Continued…
Q.9: Are you satisfied with
the food pricing..??
Q. 9. Continued…
Q10: Are you satisfied with
the food quality delivered
inside the Multiplex..??
Q10: Continued…
Q. 11: How are the seating and
the projecting arrangement in
the Multiplex you selected..??
Q. 11: Continued…
Q 1 2 : W h a t is th e b e st a n d th e u n iq u e
fe a tu re o f th e
M u ltip le x se le cte d b y y o u . . ??
Q12: Continued…
Q14: RATINGS
Q14: RATINGS
 C O N C LU S IO N
• The major segment of the customer are the STUDENT
COMMUNITY which prefer to watch movies during the
Morning and the Afternoon Shows.
•

• These customer segment is not very much inclined to buy

the food refreshments been sold inside the
multiplex….Major because of 2 factors………….
1. FOOD PRICING
2. QUALITY OF FOOD
 CONCLUSION (CONT…)
• Gives a clear vision of the fact that the
customer is highly satisfied with the Ticket
Pricing, Service given and most
importantly impressed by the SEATING
AND PROJECTING ARRANGEMENT.
• We as a Market Researchers after
completing our research come to a
conclusion that FOOD PRICE and FOOD
QUALITY are the two weak links in the
business of multiplex.
 S U G G E S T IO N S
• The suggestions stated below are primarily given
by the customer during the filling of
Questionnaire……
• The following are the most important and most
highlighted suggestions are----
1. LOW FOOD PRICE
2. IMPROVE FOOD QUALITY
• Some more suggestions which are also given by
some customers are----
1. INCREASE THE NUMBER OF SEATS
2. IMPROVE SERVICE
3. IMPROVE SOUND AND PICTURE
QUALITY
 SUGGESTION (CONT…)
These suggestions are given by that segment
of customer which is highly inclined towards
multiplexes. We as a Market Researcher
would advice the respective multiplexes to
ponder a bit upon their problem area
(FOOD PRICE and FOOD QUALITY) so
as to increase their popularity and fame
among the major customer segment.
Thank you