FACTORS INFLUENCING THE CUSTOMER BEHAVIOR TO VIEW CINEMA IN MALLS. A CASE STUDY IN BANGALORE.

Transcription

1 FACTORS INFLUENCING THE CUSTOMER BEHAVIOR TO VIEW CINEMA IN MALLS. A CASE STUDY IN BANGALORE. Mr. Venkatesh R, Faculty, Dept. of Tourism, Karnataka Folklore University, Gotagodi, Shiggaon(TQ), Haveri(D), Karnataka Dr.B.Y.Krishna Murthy, Faculty Dept..of Folk Media and Communication, Karnataka Folklore University, Gotagodi, Shiggaon(TQ), Haveri(D), Karnataka Abstract The factors influencing the customer to malls of Bangalore such as socio - economic profiles, income and frequency of visit and period of relationship between the respondents and cine malls, purpose of visit, occasion to visit to malls are some of the aspects studied in the present study. This study will be used in the context of positioning, developing concepts and creating promotional strategies according to audience taste. The objective of this research is to study the transformation in the life of the Indian audience after the advent of cine malls in the country and how the shift in his/her viewing behavior has affected on movie show styles. It will help to analyze the audience s attitude towards malls, attitudes towards various services consumed; activities, interests and opinions of different consumers, value systems and personality traits as an increasing number of urban consumers are beginning to see themselves in a more modern context. This will enhance the attractiveness and may build a positive image of the mall among the consumers which will lead to consumers patronizing the mall. The other attractiveness dimension of significance is entertainment industry. INTRODUCTION: Film exhibition in India have been shaped over the century of Indian cinema. Contrary to the virtualisation of contemporary media studies, the cinema ritual continues to require public assembly within highly specific physical environments. Cinemall is the new kind of cinema block, located at shopping Mall. These Cinemalls is a state-of-the-art where more than 1 screen of multiplex featuring with the sharpest and brightest picture on the very best 2K and 4K BARCO digital projector, powered by the #1 digital film server and sharing the DOLBY 7.1 surround Sound to relax and enjoy the movies. The digital film and sound technology and seats made comfortable than home. As such, it is powerfully implicated in the material production of public space and public assembly. It comes as no surprise, therefore, that the shaping of film policy provides a reflection of how long running concerns around the cinema crowd have determined the configuration of India s cinemas. More broadly, India s cinema infrastructure has also been subject to a range of other policy initiatives intended to remake and renew India s urban spaces. In demonstrating the unfolding story of the cinema hall in India. The lifestyle of the Indian consumer pervades various aspects of his/her life and varies according to the sociologically relevant variables. Family incomes are seeing a jump in recent times resulting in the consumer spending more and a change in the lifestyle of the Indian consumer is of great interest to society at large, manufacturing and consumer

2 companies, advertisers, super - mall owners, economists and so on. Today malls play a predominant role in the life style of people living in metro cities which has massively changed the patterns of entertainment activities and malls are found almost everywhere. The cinema mall concept is a big hit with the sole purpose to provide everything under the one roof or in one big complex. It also heralded in a new urbanization concept where everything was taken to the consumer in his comfort zone. Customers state that malls, are well organized and that there are no quality issues, the range of choices and value-formoney deals make them happy, the ambience is good, there are better deals across categories with more choices and they get everything under one roof and they get good deals on bulk buying and at the same there is more variety. Organized retail chain and mall stores are mushrooming in all major cities and towns of India. Apart from private players in the organized retail chain business. Major industrial houses like Tata, Birla, Reliance, Bharti, etc. have entered the retail business and have announced very ambitious future expansion plans. Multinational retailers are also coming to India to set up retail chains in collaboration with big Indian companies. OBJECTIVES : To study the viewing preferences of customer from cinema malls To identify the level of satisfaction among the customers To know about marketing activities of shopping malls DATA COLLECTION: The researcher has used both primary and secondary data for the purpose of the study. The primary data used for this study were collected from customer of malls in Bangalore city. A questionnaire was prepared and administered for the purpose of collecting data. The secondary data necessary for the study have been collected from text books, journals, magazine and internet. SAMPLE DESIGN: A sample of 300 respondents was taken for this study. The researcher has applied convenient sampling for selecting the sample respondents. The researcher has taken proper care to include respondents from all senses of the society. DATA ANALYSIS: The researcher analyzed the data after collecting the data from the respondents, coding and editing it, farming code book and code sheet using Statistical Package for Social Science (SPSS 16). Table-1 GENDER OF THE RESPONDENTS Gender Male Female The above table shows that 55.3% of the respondents are male & 44.7% of the respondents are female. It may be concluded that male customer are greater in number satisfaction in shopping malls. Majority of the respondents are male customers. Table-2 Age of the respondents Age years years years Above 45 years The above table shows that 30% of the respondents from the age group of years who visit shopping malls very often.28.7% of the respondents belong to

3 the age group of years were teenagers and 26.7% of the respondents were visiting shopping malls. Table - 3Occupations of the respondents Occupation Student House wife Services Business The above table shows that the services employees are 38% of the respondents were visiting shopping malls. Out of 150 samples 26.7% of the respondents are being students. The 23.3% of the respondents are business man and 12% of the respondents are house wife Table - 4 Education of the respondents Education PUC ITI/ diploma Degree PG The above table shows we can understand that 54% of the respondents are UG degree, 18% of the respondents were PG degree, 14.7% of the respondents were ITI/diploma, and 13.3% of the respondents were PUC Table - 5 Marital status of the respondents Marital status Single Married The above table shows that majority 64% of the respondents are married & nearly 36% of the respondents are single. Most of the customer visits in shopping malls are married. Table 6 Monthly Income of the respondents Monthly income Below Rs 10, Rs 10,001 - Rs ,000 Rs 20,001 - Rs ,000 Rs 30,000 and above The above mentioned data helps us identify the income category (per month) to which the respondents belong. While the majority of the respondents belong to the higher income group of Rs 20,000 Rs 30,000 (31%) and Rs 30,001 and above (30%) per month the respondents belonging to lower income group is as low as 15%. This clearly shows that the propensity to visit a shopping mall is higher in case of the higher income group. Table - 7Size of Family Size of Family 1-2 members members members more than 6 members The above table shows that more than 76% of the respondent s the size of family was 3 to 4 members, and less than 16% of the respondent s the size of family members was 5 to 6 members, and 6% of the respondent s the size of family members was 1 to 2 members, and more than 6 members were 2% of the respondents. Table 8 Nature of Family Nature of Family Joint family Nuclear family

4 Table 8 Nature of Family Nature of Family Joint family Nuclear family The above table that shows the 84% of the respondents were nuclear family and 16% of the respondents were joint family. Majority of the customer visit the shopping malls were nuclear family. city, and less than 29.3% of the respondents were Surrounding part of Bangalore city. And 19% of the respondents were Outer part of the Bangalore city. Table 9 Residential status of the respondents Residential status Bangalore city Surrounding part of the Bangalore city Bangalore outside The above table shows that the 51.3% of the respondents were with in Bangalore Table 10 Frequency of visit Frequency of visit Once in a week in a month More than two times in a month At least for once in a month The table shows that the 47.3% of the respondents visit shopping mall at least for once in a month, 33% of the respondents were they visit more than two times in a given month and 19.3% of the respondents were visit once in a week in a given month. Table 11

5 Average amount spent by the cinema mall Average amount spent by the shopping mall Less than Rs Between Rs Between Rs Above The table shows that the spending amount in the shopping malls 46.7% of the respondents were spend the money between RS % of the respondents were spending amount between RS1000 to % of the respondents were spending the amount less than RS Remaining 2% of the respondents were spend the amount were above RS Table - 12Hours spending in the Cinema malls Hours spending in the malls Four hour Less than five hour Six hour hours More than 8 hours The table shows that the time spending in the shopping malls 40% of respondents spend six hrs in shopping, 33.3% of the respondents spend seven hrs in shopping, 19.3% of the respondents spend more than eight, 3% and 4.7% spend less than five hrs. Table - 14 Occasion to visit Cinema malls Occasion to visit shopping mall Festivals Weekends Offer time No specific reason It is during the festival season 17.3% that the majority of the respondents visit shopping malls to buy clothes, sweets and so on. Apart from that, during offer time to avail of discounts 34% and weekends 20% consumers visit shopping malls for purchasing routine items and for socializing. Very small percentages 28.7% of the respondents come to the malls to shop with no specific reason. Table - 15 Entertainment Entertainment Satisfactory Good Excellent The table shows that the entertainment offered at shopping mall 44% of the respondent s rate as good, 43.3% of the respondent s rate as satisfactory, 12.7% of the respondent s rate as excellent Table - 16 Mode of payment Mode of payment Cash Debit card Credit card The above table shows that the 65.4% of the respondents make cash payment in shopping.5.3% of them uses credit card as their mode of payment and 29.3% of the respondents makes payment in shopping mall through their debit card. The quick exchange of money for goods is done in

6 shopping mall as most of the respondents prefer mode of payments is cash payment. Hence as some of the customer makes their payments through credit & debit card Table - 17 Services offered in Cine malls Service offered Excellent Good Satisfactory Not satisfactory The above table shows that the respondents have shown a positive response with regard to the quality of service offered at shopping malls. As high as 64% of the respondents feel that the services of shopping malls are satisfactory while 20.7% of the respondents rate the services as good,14% respondents rate as excellent and only 1% tag the services as not satisfactory. Conclusion: Nowadays, people believe that the malls are best place to view movie or hang out. It is not only a place to shop but also a place for social and recreational activities. There has been an enormous expansion of new retail formats such as malls, and lifestyle stores. The spending power in the economy is growing fast; this development has gain significance not only in the metropolitan cities but also in the Tier II and III towns. These upcoming formats are giving consumer a lot to spend. New marketing formats are growing at a rapid pace in India. Also, due to the limited success of these outlets, it is necessary for retailers to be aware of shopper s motivation and to understand ways of attracting the consumers. It would explore the purpose and motive behind the Indian consumers visit cinemalls, the values they derive from the entertain trip and their viewing behavior in terms of time and money spent at the cinema malls etc. Reference: [1] Aaker David A., Developing Business Strategies, John Wiley and Sons, New York, 1984 [2] Alexander, R.S The Death and Burial of Sick Products, Journal of Marketing, April 1964 [3] Agrawal Seema and Thadamalla Joel Sarosh, Films An Advertising Medium to Captivate [4] Consumers published in Indian Film Industry, Some Perspectives, (ed. V. Partha Sarthy) Hyderabad, The ICFAI University Press, [5] Assael, H. Consumer Behaviour and Marketing Action, 4th Edition, USA: PWS-Kent, (1992) [6] Cadbury, N.D, When Where and How to Test the Market, Harvard Business Review, May-June, 1975 [7] Dioria C. IMAX Future Tied to Mainstream Product, (2005) [8] Dholakia, Marketing Management Cases and Concepts, Macmillan, New Delhi, 1978 [9] Loudon, D.L., & Bitta, A.J.D. (1993). Consumer Behavior: Concepts and Applications, McGraw-Hill, New York, NY. [10] Roulac, S.E. (1994). Retail real estate in the 21st century: information technology+ time consciousness + unintelligent stores = intelligent shopping? Not!. Journal of Real Estate Research, 9 (1),