CUSTOMER’S

PERCEPTION
&
PREFRENCES FOR
multiplexes IN
LUCKNOW
SHALINI SINGH
SACHIN AWASTHI
 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

 Marketing Research VS.
Market Research
•Used interchangeably, but technically
difference.
•Market Research deals specifically with the
gathering of information about a market's
size and trends.
•Marketing Research covers a wider range
of activities. It may involve market research,
marketing research is a more general
systematic process that can be applied to a
variety of marketing problems.
 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: The Survey Is Been Done On The
4 Multiplexes In Lucknow….
•WAVE CINEMAS
• FUN REPUBLIC
• PVR CINEMAS
• INOX THEATRES

§DURATION: The Survey Was Done

During 20th December 2008 To 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.

• The objective of the research should be defined clearly.

2. DETERMINE RESEARCH
DESIGN
• 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. IDENTIFY DATA TYPES AND
SOURCES
• 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. DESIGN DATA
COLLECTION FORMS AND
QUESTIONNAIRES
The questionnaire is an important tool for
gathering primary data. Poorly constructed
questions can result in large errors and
invalidate the research data, so significant
effort should be put into the
QUESTIONNAIRE DESIGN. The questionnaire
should be tested thoroughly prior to
conducting the survey.
 QUESTIONNAIRE DESIGN
b. Determine which information is being sought.

e. Choose a question type and method of administration.

c. Determine the general question content needed to obtain the

desired information.

l. Determine the form of response.

Continued…
e. Choose the exact question wording.

h. Arrange the questions into an effective

sequence.

k. Specify the physical characteristics of the

questionnaire.

• 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

Administration Method
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.
In our(d) FORM
project OF
we used all QUESTION
three forms of question
response:
2. Open-ended
3. Dichotomous
6. 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
 (e) QUESTION WORDINGS
The questions should be unambiguous, easily
understandable considering the full context of the
respondent's situation.

(f) SEQUENCE THE

QUESTIONS
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 such as the page layout, font type and size,
question spacing, and type of paper should be considered.

• In order to eliminate the need to flip back and forth between

pages, the layout should be designed so that a question at the
bottom of the page does not need to be continued onto the next
page.

•The font should be readable by 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.DETERMINE SAMPLE PLAN
AND SIZE
• 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.

• Not only this we 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

 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.

• Based on the fact that the relative values of attributes

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.
 CLUSTER ANALYSIS
• 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.

 SOME REMARKABLE FACTS
ABOUT 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 Fluor chemicals
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 Super brand 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. CONTINUE…
Q. 5: What are the rates at which
Q. 5 Continued…
Q6: Do you buy the food and
Q6: Continued…
Q. 7: If the answer is
Q. 7 Continued…
Q. 8: If the answer in YES…..
What are the standard of food and
Q. 8 Continued…
Q.9: Are you satisfied with
the food pricing..??
Q. 9. Continued…
Q10: Are you satisfied with
the food quality delivered
Q10: Continued…
Q. 11: How are the seating and
the projecting arrangement in
Q. 11: Continued…
Q12: What is the best and the unique
Q12: Continued…
Q14: RATINGS
Q14: RATINGS
 CONCLUSION
By doing the survey about the CUSTOMER PERCEPTION
AND PREFERENCE FOR THE MULTIPLEXES IN
LUCKNOW CITY and representing the collected data
graphically….We came to a conclusion that whether the
multiplex is WAVE CINEMAS, FUN CINEMAS, PVR
CINEMAS or INOX THEATRE 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…)
• The survey 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 my research come to a
conclusion that FOOD PRICE and FOOD
QUALITY are the two weak links in the
business of multiplex.
 SUGGESTIONS
• The suggestions stated below are primarily given
by the customer during the filling of Questionnaire…
…
• The following are the most important and most
highlighted suggestions are----
1. LOW FOOD PRICE
2. IMPROVE FOOD QUALITY
• Some more suggestions which are also given by
some customers are----
1. INCREASE THE NUMBER OF SEATS
2. IMPROVE SERVICE
3. IMPROVE SOUND AND PICTURE
 SUGGESTION (CONT…)
These suggestions are given by that segment
of customer which is highly inclined towards
multiplexes. I 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