CHAPTER 3 DATA ANALYSIS AND INTERPRETATION

Cross tab between age groups and preference of multiplex Objective: We want to study that which Age groups prefer which multiplex?
Big cinemas

Wave cinemas

Spice cinemas

Age group Vs. Preference

BIG Cinemas WAVE Cinemas 51 Spice Cinemas

59

22 12 9 Below 20 yrs

24

25 16 10 4 4

20-30 yrs

30-40 yrs

above 40 yrs

Below 20 yrs
BIG Cinemas Spice Cinemas WAVE Cinemas

21%

51% 28%

20 30 yrs
BIG Cinemas 3rd Qtr Wave Cinemas

15%

31%

54%

30 40 yrs
BIG Cinemas Spice Cinemas WAVE Cinemas

20% 49% 31%

above 40 yrs
BIG Cinemas Spice Cinemas WAVE Cinemas

40%

40%

20%

Interpretation:
According to our Analysis students or college going people of age group (20-30 years) mostly visit multiplex next followed by working professional of age group (30-40).

Pie Chart shows that all age group people prefer BIG Cinemas most. While Spice is
preferred least

Cross tab between household income level and preference of multiplex Objective: We want to study which household income group prefer which multiplex

80% 70% 60% 50% 40% 30% 20% 10% 0%

BIG Cinemas WAVE Cinemas Spice Cinemas

1Lac-3Lac 3Lac-5Lac 5Lac-10Lac Above 10Lac

Interpretation: Pie chart shows that BIG Cinemas is more popular in high house hold income level groups as 72% of above 10 Lac income group prefers Big Cinemas most. WAVE is mostly preferred by 3-5 Lac group level and Spice is preferred by 13Lac income level group.

Cross tab between people who visit once in a month and their preference to the multiplex Objective: We want to study the preference of people who visit once in a month.

People who visit once in a month

70 60 50 40 30 20 10 0 BIG Cinemas WAVE Cinemas Spice Cinemas Once in a month

Interpretation: Out of 120 people who visit the multiplexes once in a month, they prefer BIG
Cinemas most. Almost 50 % in this category prefer Big Cinemas. A person who is not a frequent visitor of multiplexes and visit only once in a month chooses BIG Cinemas. 50% of those people who visit once in a month choose BIG Cinemas. Hence WAVE and Spice have to concentrate on this area and try to attract these not-so-frequent visitors by introducing discounting schemes and maintaining high quality.

Objective: Do you buy food or refreshments sold inside the multiplex?

26% YES NO

74%

Objective: People who dont buy food and their house hold income

17%

23%

Rs. 1,00,000 to 3,00,000 Rs. 3,00,001 to 5,00,000

31%

Rs. 5,00,001 to 10,00,000

29%

above 10,00,000

Interpretation: 48 % People above 5, 00,000 household income dont buy the food due to high price. Objective: Age groups and how much they spend in one visit

AGE(yrs) Below 20 20 30 30 40 Above 40

100 300 52% 37% 17% 54%

301 700 23% 42% 37% 9%

701 1000 18% 15% 38% 9%

Above 1000 5% 5% 6%

27%

Objective: Age groups and with whom they come to multiplex

AGE(Yrs)

Friends

Parents

Spouse

Alone

Below 20 20 30 30 40 Above 40

30 144 34 7

14 37 25 2

2 21 24 6

4 7 2 3

** (20-30yrs) out of 220 people 144 prefer visiting with friends. i.e. 65% of 20-30 yrs age group prefer visiting with friends.

Overall breakup of people with whom they visit

4% 13% 54% 20% 9% Friends Parents Spouse Alone Others

Interpretation: Pie chart shows that people usually visit with their friends, While 20% people prefer visiting with Parents. Hence Marketers should introduce some discounting schemes targeting the people coming with their spouse as it will encourage them to visit multiplexes.