1. CUSTOMER’S PERCEPTION
&
PREFRENCES FOR
multiplexes IN LUCKNOW
SHALINI SINGH
SACHIN AWASTHI
MBA (G)
SECTION B

2. 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

3. 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 problems.

4. 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.

5.  PLACE: On The 4 Multiplexes In Lucknow….
WAVE CINEMAS
•
FUN REPUBLIC
•
PVR CINEMAS
•
INOX THEATRES
•
 DURATION:
20th December 2008 - 5th January 2009.

6. 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

7. 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.

8. 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.

9. 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.

10. 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.
• The questionnaire should be tested
thoroughly prior to conducting the survey.

11. QUESTIONNAIRE DESIGN STEPS
a. Determine which information is being sought i.e.
OBJECTIVITY.
b. Choose a question type and method of
administration.
c. Determine the general question content needed
to obtain the desired information.
d. Determine the form of response.

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

13. (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.

14. (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.

15. (d) FORM OF QUESTION RESPONSE
In our project we used all three forms of question
response:
1. Open-ended
2. Dichotomous
3. 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, quot;Yesquot; and quot;Noquot;.
• Multichotomous questions have a range of
responses as in a multiple choice test.

16. (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

17. (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.

18. (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.

19. 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.
• We also went to people in our relation and
friends to fill up the questionnaire for us.

20. 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.

21. 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

22. 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
considered jointly can better be measured than when
considered in isolation.

23. 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.

24. 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

25. INTODUCTION TO
MULTIPLEXES

26. 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.

27. 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.

28. 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.

29. Continued…
• The company plans to have 300 Fun
Cinemas screens, 250 Talkie Town
screens and 1,000 digital screens by the
year 2011.

30. PVR CINEMAS
• India’s largest cinema chain.
• Started in the year 1997.
• Pvr bangalore, india's largest ever multiplex.
• 101 screens across the country.

31. 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.

32. 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

33. 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

34. Graphical
representation of
data

35. PIE CHARTS
Ques. No. 1
Q1: Do you visit
2%
Multiplexes..??
(i) YES
(ii) No
98%
Ques. No. 2
Q2: What is the
frequency of your visit
in a month..?? 9%
(i) 1-4
20%
(ii) 5-10
66%
(iii) 10-15
5% (iv) More Than 15

36. Q.3 : According to you Ques. No. 3
which is the best
Multiplex in
LUCKNOW..??
8%
(i) WAVE CINEMAS
16% 38%
(ii) FUN CINEMAS
(iii) PVR CINEMAS
38% (iv) INOX MOVIES

37. Q4: Which show do you prefer to watch a
movie..??
WAVE CINEMAS FUN CINEMAS
(i) Morning (21)
(i) Morning (21) (ii) Matinee (12)
(ii) Matinee (9)
(iii) Evening (15) (iii) Evening (13) (iv) Night (2)
(iv) Night (4)
4%
8%
27%
43% 44%
31%
25%
18%

38. Q4. CONTINUE…
PVR CINEMAS INOX THEATRE
(i) Morning
(i) Morning (5)
(ii) Matinee
(ii) Matinee (5)
(iii) Evening
(iii) Evening (9)
(iv) Night
(iv) Night(2)
20%
9% 24%
10% 50%
43%
24% 20%

39. Q. 5: What are the rates at which the tickets are
available during the show selected by you..??
FUN CINEMAS
WAVE CINEMAS
(i) 50-80 (19)
(i) 50-80 (18)
(ii) 90-100 (9)
(ii) 90-100 (18)
(iii) 110-150 (10) (iii) 110-150 (20)
(iv) 150 Onwards (3) (iv) 150 Onwards (0)
6%
0%
37%
20% 39%
42%
37%
19%

40. Q. 5 Continued…
INOX THEATRE
PVR CINEMAS
(i) 50-80 (5)
(i) 50-80 (4)
(ii) 90-100 (3)
(ii) 90-100 (5)
(iii) 110-150 (1)
(iii) 110-150 (11)
(iv) 150 Onwards (1)
(iv) 150 Onwards (1)
5%
10%
19% 10%
50%
24%
52% 30%

41. Q6: Do you buy the food and the
refreshment sold inside the Multiplex..??
WAVE CINEMAS FUN CINEMAS
(i) Yes (6) (ii) No (4)
(i) Yes (27) (ii) No (22)
40%
45%
55% 60%

42. Q6: Continued…
PVR CINEMAS INOX THEATRE
(i) Yes (9) (ii) No (12) (i) Yes (6) (ii) No (4)
40%
43%
57% 60%

43. Q. 7: If the answer is NO…..
What is reason behind it..??
WAVE CINEMAS FUN CINEMAS
(i) Quality Of Food (2) (i) Quality Of Food (4)
(ii) Pricing Of Food (22) (ii) Pricing Of Food (24)
(iii) Service (1) (iii) Service (0)
(iv) Other (2) (iv) Other (1)
3%
4% 0%
7% 7% 14%
82%
83%

44. Q. 7 Continued…
PVR CINEMAS INOX THEATRE
(i) Quality Of Food (3) (i) Quality Of Food (1)
(ii) Pricing Of Food (9) (ii) Pricing Of Food (3)
(iii) Service (0) (iii) Service (0)
(iv) Other (0) (iv) Other (0)
0% 0%
0% 0%
25% 25%
75% 75%

45. Q. 8: If the answer in YES…..
What are the standard of food and refreshment
available inside the Multiplex selected by you..??
WAVE CINEMAS FUN REPUBLIC
(i) Excellent (5) (i) Excellent (4)
(ii) Good (9) (ii) Good (10)
(iii) Satisfactory (8) (iii) Satisfactory (5)
(iv) Poor (0) (iv) Poor (0)
0%
0%
23% 21%
36% 26%
41% 53%

46. Q. 8 Continued…
PVR CINEMAS INOX THEATRE
(i) Excellent (1) (i) Excellent (2)
(ii) Good (4) (ii) Good (2)
(iii) Satisfactory (4) (iii) Satisfactory (1)
(iv) Poor (0) (iv) Poor (1)
0%
11%
17%
44% 33%
17%
45%
33%

47. Q.9: Are you satisfied with the food
pricing..??
WAVE CINEMAS FUN CINEMAS
(i) Yes (12) (ii) No (37) (i) Yes (37) (ii) No (11)
0%
0% 0%
0%
23%
24%
76% 77%

48. Q. 9. Continued…
PVR CINEMAS INOX THEATRE
(i) Yes (3) (ii) No (19) (i) Yes (3) (ii) No (7)
0%
0%
0% 0%
14%
30%
70%
86%

49. Q10: Are you satisfied with the food
quality delivered inside the Multiplex..??
WAVE CINEMAS FUN CINEMAS
(i) Yes (36) (ii) No (12)
(i) Yes (42) (ii) No (7)
14% 25%
75%
86%

50. Q10: Continued…
PVR CINEMAS INOX THEATRE
(i) Yes (15) (ii) No (6) (i) Yes (5) (ii) No (5)
29%
50% 50%
71%

51. Q. 11: How are the seating and the projecting
arrangement in the Multiplex you selected..??
WAVE CINEMAS FUN CINEMAS
(i) Excellent (16) (i) Excellent (11)
(ii) Good (26) (ii) Good (34)
(iii) Satisfactory (7) (iii) Satisfactory (3)
(iv) Poor (0) (iv) Poor (0)
0% 0%
14% 6%
33% 23%
53% 71%

52. Q. 11: Continued…
PVR CINEMAS INOX THEATRE
(i) Excellent (4)
(i) Excellent (6)
(ii) Good (3)
(ii) Good (11)
(iii) Satisfactory (2)
(iii) Satisfactory (4)
(iv) Poor (1)
(iv) Poor (0)
0%
19% 29% 10%
40%
20%
52%
30%

53. Q12: What is the best and the unique feature of the
Multiplex selected by you..??
WAVE CINEMAS FUN CINEMAS
(i) Food Quality (0)
(i) Food Quality (3)
(ii) Service (12)
(ii) Service (13)
(iii) Ticket (11)
(iii) Ticket Pricing (5)
(iv) Seating And Projecting
(iv) Seating And Projecting
Arrangement (25)
Arrangement (28)
0%
6%
25%
27%
52%
57%
10% 23%

54. Q12: Continued…
PVR CINEMAS INOX THEATRE
(i) Food Quality (1) (i) Food Quality (2)
(ii) Service (2)
(ii) Service (5)
(iii) Ticket Pricing (4)
(iii) Ticket Pricing (5)
(iv) Seating And Projecting
(iv) Seating And Projecting Arrangement (2)
Arrangement (10)
20% 20%
5%
24%
47%
20%
24% 40%

55. Q14: RATINGS
FUN CINEMAS
WAVE CINEMAS
☺ (0)
☺ (1)
☺ ☺ (7)
☺ ☺ (4)
☺ ☺ ☺ (17)
☺ ☺ ☺ (19)
☺ ☺ ☺ ☺ (19)
☺ ☺ ☺ ☺ (11)
☺ ☺ ☺ ☺ ☺ (5)
☺ ☺ ☺ ☺ ☺ (14)
0%
2%
10% 15%
8%
29%
39% 40% 35%
22%

56. Q14: RATINGS
INOX THEATRE
PVR CINEMAS
☺ (2)
☺ (0)
☺ ☺ (2)
☺ ☺ (6)
☺ ☺ ☺ (5)
☺ ☺ ☺ (12)
☺ ☺ ☺ ☺ (1)
☺ ☺ ☺ ☺ (3)
☺ ☺ ☺ ☺ ☺ (0)
☺ ☺ ☺ ☺ ☺ (0)
0%
0% 0%
10% 20%
14% 29%
20%
50%
57%

57. CONCLUSION
• 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

58. 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.

59. 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
QUALITY

60. 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.

61. Thank you