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A
RESEARCH PROJECT
ON
CUSTOMER PERCEPTION
REGARDING MULTIPLEX IN
KURUKSHETRA
DEPARTMENT OF COMMERCE
KURUKSHETRA UNIVERSITY, KURUKSHETRA
2
DECLARATION
(Tabish Naqvi)
3
CERTIFICATE
(Narender Singh)
4
ACKNOWLEDGEMENT
This is always a sense of gratitude which one express for other for their
help and Supervision in achieving the goals. I too express my deep
gratitude to each and every one who has been helpful to me in
completing the project report successfully.
At first place, I am highly thankful to Prof. Narender Singh (Professor,
Dept. of Commerce, and K.U.K.) for allowing me to pursue my project
report on “CUSTOMER PERCEPTION REGARDING
MULTIPLEX IN KURUKSHETRA”.
I feel short of words to thanks my parent and friends who had directly or
indirectly instrumental in the completion of the project. I am indebted to
all for their time and not forgetting the almighty god for showering
blessings on me during the completion of Project report.
Tabish Naqvi
no.
1 Executive Summary 6
4 Multiplexes 9-10
7 Cineplexes 12
9 Research Methodology 14
13 Conclusion 45
EXECUTIVE SUMMARY
6
This study is carried out with the help of questionnaire which discloses
the extravagant responses of the respondents towards the multiplexes.
As per the data collected we found that all respondents welcome the
culture of multiplexes in the city. The people are very happy to have the
pleasant experience of watching the movies in multiplexes which they so
far used to get only in metropolitans but now in their homeland. The fact
is quite apparent with the kind of data we have gathered through this
study which is mentioned later.
India's craze for films has not been fully exploited by the "Film
Exhibition"
Industry due to the lack of screen density in the country coupled with the
poor quality of screens. "Multiplex Cinemas" offer an alternative to tap
this potential by providing a quality experience to the viewer as well as
economies to the multiplex operator.
"Films" has been one of the integral components of the Indian
entertainment industry contributing nearly 27% of the total revenues of
the entertainment industry. Besides, films also contribute to other
components of the entertainment industry like music, television and live
entertainment. The Indian film industry is the largest in the world in
terms of the ticket sales and the number of films produced annually (877
feature films and 1177 short films were released in the year 2003 alone).
Over 800 films are censored / released by IFI each year in over 15
languages.
Movie tickets in India are among the cheapest in the world India
accounts for 73% of movie admissions in the Asia-Pacific region, and
earnings are currently estimated at US$2.9 billion.
MUPLTIPLEX
9
There have been concerns over high ticket prices, and the phenomena
has predominantly been restricted to the larger cities, but Indian cinema
chains like INOX, PVR (Priya Village Roadshow) and CineMax are
changing the rules of exhibition in the world's largest film industry. The
Largest Multiplex in India is the 11-screen multiplex by PVR (Priya
Village Roadshow) at The Forum (shopping mall), Bangalore.
Ltd. is funded by Capital18 and along with its other investments in the
film and media space, it completes the film value chain. Its investors’
film and media prowess provides Stargaze with a competitive priority
over other cinema exhibition companies which we will actively seek to
leverage
Glitz cinemas announce the latest addition to the family. Glitz Kurukshetra, a 3
screen 800 seater multiplex has been started on 9th Oct 2009 in the heart of the
city, Kessel Mall, Sector 17 Kurukshetra.
Cineplex are the single screen theatres having capacities in the range of
800-1,200 seats generally. These are the traditional theatres in the
countries like India. India currently has 11500 existing screens, 95% are
single screens. But with the emergence of the multiplexes these single
screens seem to be getting less popular.
As these are very popular among the local people of Kurukshetra along
with the adjacent villages near Kurukshetra, so we will identify the
perception towards the movie venue of customers after the emergence of
GLITZ multiplex.
RESEARCH
METHODOLOGY
Research Methodology comprises of defining the problem,
collection, organizing and evaluation data, making
deductions, reaching conclusions and suggesting solutions.
PROBLEM DEFINITION
The problem area is the perception and preference of different customers
for the multiplexes and single screens theatres in Kurukshetra. The
customers’ tastes and preferences keep changing day by day. The factors
like price, quality, place, the service delivery, ambience, physical
elements- interior, parking and many more do influence the perception
and preference of the customers towards a particular good or a service.
On 9th Oct 2009 the GLITZ multiplex started. So the experiences the
local people have had and the future prospects of multiplexes in
Kurukshetra need to be studied.
DATA COLLECTION
15
Secondary data:
Books
Newspapers
Magazines
Internet
As we have used many websites and links and book like Research Methodology
by C.R. Kothari. Secondary data alone is not sufficient for any research. So one
need to collect primary data as well. This is a very important part of research
methodology.
Primary Data:
The primary data are those which are collected afresh and for the first
time, and thus happen to be original in character.
For our research we have used only the questionnaire survey method to
conduct our analysis. We prepared a questionnaire and got it filled by 50
respondents.
PLACE:
16
MULTIPLEX:
PARAS CINEMA
HARSH CINEMA
GRAPHICAL REPRESENTATION
OF DATA
A QUESTIONNAIRE ON CUSTOMER
PERCEPTION REGARDING MULTIPLEX
IN KURUKSHETRA
A)How frequently do you watch movies?
a. Once in a week
b. Once in a month
c. Fortnightly
d. Quarterly
18
Quarterly
16% Once in a week
22%
Fortnightly
12%
Once in a month
50%
6%
Multiplex
Cineplex
94%
INTERPRETATION: From the above chart we can see that 94% of the
total respondents would prefer to go to MULTIPLEX in Kurukshetra.
This is obviously due to the quality and service provided by GLITZ.
Only the 6 % are not willing for MULTIPLEX because of the high price
and their low disposable income majorly. You can see that how all of a
sudden the taste and perception of the customers regarding the venue of
movie watching has been changed.
c. Ambience
d. Crowd
e. Food court
f. Others
6%
6% 6% 2%
20%
60%
Yes No
14%
86%
disagree
Disagreed
16%
Strongly Agreed
24%
Agreed
60%
disagree
6% 14%
4%
18%
58%
Sound Quality
Picture quality
Air Conditioning
Comfort
Atmospherics
Availability of
food court
Strongly Agreed Agreed Disagreed
Strongly Disagreed NA
74%
58% 60%
54% 52%
50%
44% 42%
40%
36% 34%
20%
6% 6% 6% 6% 6% 6%
0%0% 0%0% 0%0% 0%0% 0%0% 0%0%
Sound Qaulity Picture Quality Air Comfort Atmospherics Availability of
Conditioning food court
26%
60%
Disagree
28%
48%
0 1 2 Or more
10%
0 1 2 More
22%
48%
20%
62%
52%
50%
48% 48%
42% 42%
40%
36%
34%
32%
28% 28% 28%
26%
18%
16%
10%
8%6%
6% 6% 6% 6% 6% 6% 6%
4%
0%0% 0% 0% 0% 0%0%
Freshness Flavour Variety Price Discounts Balance of Promptness
Return of service
B) PARKING FACILITIES
ITEMS STRONGLY AGREE DISAGREE STRONGLY
AGREE DISAGREE
SPACE
FEE PAID
SECURITY
TIMING
TRAFFIC
MANAGEMENT
30
68%
60% 60%
48% 46%
34% 36%
30%
22% 22%
12%12% 12%
4% 4% 6% 6%6%6%6%
0% 0%0%0%0%
Strongly Agreed Agreed Disagreed Strongly NA
Disagreed
C) INFRASTRUCTURAL FACILITIES
ITEMS STRONGLY AGREE DISAGREE STRONGLY
AGREE DISAGREE
31
WASHROOM
CEANINESS
OF
WASHROOM
ESCALATORS
LIFTS
RAMPS
82%
74%
70%
68%
64%
30%
26%
20%
12% 12%
6% 6% 6% 6% 6%
0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Strongly Agreed Agreed Disagreed Strongly Disagreed NA
88%
80% 78%
56%
48%
40%
24%
12% 12%
6% 4% 6%4% 6% 6%6%6%6%6%
2%0% 0% 2%0%2%
Strongly Agreed Disagreed Strongly NA
Agreed Disagreed
From this analysis we found that 94% of the total respondents would
prefer to go to MULTIPLEX in Kurukshetra. This is obviously due to
35
the quality and service provided by GLITZ. Only the 6 % are not willing
for MULTIPLEX because of the high price and their low disposable
income majorly. You can see that how with time the taste and perception
of the customers regarding the venue of movie watching has changed.
The preference of the customers for the Multiplex is majorly an
influence of the quality provided by the Multiplex. People go for movies
to get entertained, and Multiplexes gives a value addition to them, in
youngsters this is a new trend and just to keep up with their peer
pressure they are to move along the tide. This satisfies the customer
more. Out of 50 respondents, 3 (6%) preferred Cineplex instead of
Multiplex. So in some questions they are not applicable like in this.
We have found it earlier from the data and the graphs that 94% of the
customers would prefer Multiplex but it is also shown in the above
figure that 60% of the customers find that the food court in the
multiplexes are too expensive. From general talks we find that according
to them the simple packet of Popcorns is around Rs.50/- which is
comparatively too expensive as of the traditional cinemas or Cineplex’s.
Though people are visiting Multiplexes but almost ¼ of the total
respondents i.e. 24% are strongly agreed with the expensiveness of the
food courts in multiplexes.
We came to know that though the customers find the food courts in the
Multiplexes are too expensive but they are even then agree rather
36
strongly agreed with the quality provided and the price paid. The 18%
responded as disagreed but still 58% are strongly agreed about the price
paid off and the service quality provided. Out of 50, three respondents
were not in the favor of Multiplexes, so in some queries they have
marked as Not Applicable.
Taking into consideration the above statistics we can interpret that the
difference is just of strongly agreed and agreed only. The highest bar is
of the availability of food court. Customers are strongly agreed because
in every multiplex there is a sure availability of food courts. Then the
customers are very satisfied and agreed with the sound and picture
quality, and also the AC and comfort along with atmospherics.
Our research shows that 48% of the people do agree that single screens
theatres are going to die, but still 28 % are not agreed and 14 % are
strongly disagree. In countries like India and in places like Kurukshetra
specifically, the movie should be in budget. In a country like India, the
expenditure on movie or price of movie tickets has always been a
37
question. Yes, there are so many challenges on the way of Single screen
theatres but they cannot be considered as they are going to die soon.
Parking facility is one of the major drivers of the organized retail sector.
People want to get rid of crowded environment. From the above analysis
38
we find that the space provided by Glitz gets 34% agreement of the
people and 22 disagreed. But the important aspect like Security secures
a 68% of the total agreement of the people. The FEE PAID gets 60%
agreement of the Kurukshetra people. But 36% are disagreed with the
traffic management in parking at multiplex. This is due to lesser
experience according to the local people. As this is the first multiplex
ever, so they are unable to anticipate and control the sudden crowd in
the parking, but they are improving.
82% people are strongly agreed due to the cleanliness of the washrooms
and 30 % are strongly agreed from the escalators, rest 64% are agreed
because of the service of escalators provided by the multiplex. But as
there is no lift or the facility of ramp in the multiplex so the people are
totally disagreed and they suggest that there should be lifts and Ramps
(for the disabled) as well.
It is clear that mostly the customers are agreed with the employees’
behavior at the multiplex. Like 80% are strongly agreed with the food
court employee, 88% agreed with the ticketing clerk. But perceptions of
39
different people are always different. Some people might have some
bitter experiences so that they are not in agreement with this. Like 6%
are disagreed with the parking staff, but the highest figure is with the
security men i.e. 12%. This may be because of his bit strictness towards
people. The people are not allowed to carry their personal bags, nail
cutters, camera, laptop, knife, chewing gums etc inside the hall because
of security reasons; which sometimes lead to an issue between the
security men and the customer. So because of this reason people find
security men behavior not to be accepted.
They offer customer with choice in Single screens don’t offer such
different movies facilities with no options to the
customers
Talking of the ambience, multiplex Single screens on the other hand
offer better sitting , Dolby digital don’t offer such facilities to
sounds and good graphics for viewers.
viewers
Multiplexes, by offering food Single Screen on the other hand
courts, ATM Facility, shopping doesn’t offer add value to money to
facilities can offer Add value to the customer’s income.
money to customers.
The mushrooming of multiplexes has thrown up huge competition
amongst multiplexes and is giving the stand-alone theatres a run for their
money. However, multiplex owners are still upbeat about their business.
But the road ahead for theatre owners is both exciting and challenging.
“The service industry is ever changing and you have to change
proactively.
Source: FICCI-IMaCS Report
Demand side environment has never been better for the whole media &
entertainment industry in general and multiplex sector in particular. A
lot of demographic changes coupled with sector fundamentals are
expected to fuel demand side of the story for the sector.
spend more on the leisure based consumption. For the multiplex sector,
the target group is in the age group of 15-60 years of age, which visits
the theaters more often than others.
Supply of quality real estate has been a problem in the past for multiplex
players. Mall delays due to various reasons will hurt expansion plans of
the companies. We are building in a 50% delay in mall handovers to the
multiplexes in our analysis. Any delay more than this will hurt future
growth of multiplexes.
affect patronage levels negatively pulling down top line growths. We are
assuming very low CAGRs at the top line levels for all of the players
and are quite optimistic that multiplexes will grow as expected.
Source: www.scribd.com/doc/17277428/multiplex-vs-cineplex
The Indian film industry is the world’s largest, churning out more than
1,000 films each year. There are an estimated 11500 cinemas in India.
45
Of those, nearly 600 are multiplexes and around 10900 single screens.
No doubt the road ahead for single screens is very challenging and
exciting. Single theatres would do well in smaller towns where
multiplexes don’t go. They can price themselves on par or maybe
slightly above the numerous video parlors that are thriving in the rural
areas. They themselves have to look and explore their potential to serve
better in the rural or their expected market.
Source: www.iefilmi.com/content/single-screen-theatres-will-never-die
CONCLUSION:
prevailing Cineplexes.
46
population.
So the need of the hour for the Cineplexes is to move along with the
tide.
The areas where there is an urgent need of improvement for the
Cineplexes are:
Picture and sound quality
Food quality
Seats quality
Ambience
The areas where the multiplexes need to work are:
Price
Food prices
Behavior of their staff.
FICCI-KMPG report
INTERNET
www.glitzcinemas.com
www.stargazeentertainment.com
www.wikipedia.org
www.iefilmi.com/content/single-screen-theatres-will-never-die
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www.scribd.com/doc/17277428/multiplex-vs-cineplex
www.bharatbook.com/market-research-reports/multiplex-india.html
BOOK REFERRED