•Before analysis can be performed, raw data must be transformed into the right for mat. •The data is tabulated to count the number of samples falling into various ca tegories. • 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 su bset of the possible combinations of product features to be used to determine th e relative importance of each feature in the purchasing decision. • Based on the f act 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 ever y possible combination of attributes. The utilities can be determined using a su bset of possible attribute combinations.
• A collection of algorithms for grouping objects, or in the case of marketing res earch, grouping people • Useful in the exploratory phase of research when there ar e no a-priori hypotheses
CLUSTER ANALYSIS
INTODUCTION TO MULTIPLEXES
WAVE MULTIPLEX
• Govern by CHADHA GROUP • Highly reputed conglomerate • Presence in Real Estate, Cons truction and Operation of Multiplexes, Sugar Manufacturing, Paper Manufacturing,
Distillery, Liquor Retailing & Food Processing, distribution and screening of f ilms. • 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 Cr ores 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 Ta lkie Town(the value brand) • Fun Cinemas has a total of 55 screens in 16 multiplex es 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 lar gest 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 c o-production with Aamir Khan Productions Ltd. Distributed by PVR Pictures
INOX THEATRE
• INOX Leisure Limited is the diversification venture of the INOX group into enter tainment and is a subsidiary of Gujarat Fluor chemicals Ltd. • currently operates 27 multiplexes and 94 screens in 19 cities • Winner of the ‘ICICI Entertainment Reta iler of the Year’ Award 2005, TAAL Multiplexer 2006 and Emerging Super brand of th e 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 MULTIPL EXES 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 whi ch prefer to watch movies during the Morning and the Afternoon Shows. These cust omer segment is not very much inclined to buy the food refreshments been sold in
side 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 satisfie d with the Ticket Pricing, Service given and most importantly impressed by the S EATING AND PROJECTING ARRANGEMENT. • We as a Market Researchers after completing m y research come to a conclusion that FOOD PRICE and FOOD QUALITY are the two wea k links in the business of multiplex.
SUGGESTIONS
• The suggestions stated below are primarily given by the customer during the fill ing of Questionnaire… … • The following are the most important and most highlighted su ggestions 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 multi plexes 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