2013

[INDIA

LOOKS FOR FUN BEYOND

BOLLYWOOD]
Submission of the QMR Individual assignment assigned, which involved creation of a comprehensive research proposal around a given story

Submitted ByMonami Bagchi

2012PGP208 TERM V

India looks for fun beyond Bollywood

Table of Contents
ABSTRACT OF THE RESEARCH PROPOSAL ............................................................................................... 2 INTRODUCTION AND SIGNIFICANCE ....................................................................................................... 2 BACKGROUND AND LITERATURE REVIEW .............................................................................................. 2 RESEARCH OBJECTIVES ........................................................................................................................... 3 RESEARCH QUESTIONS............................................................................................................................ 4 RESEARCH METHODOLOGY .................................................................................................................... 5 Sampling.............................................................................................................................................. 5 Data Collection Methods .................................................................................................................... 5 Data Analysis ....................................................................................................................................... 6 RESEARCH GUIDE .................................................................................................................................... 6 RESARCH OUTCOME AND CONTRIBUTION ............................................................................................. 7 REFERENCES ............................................................................................................................................ 8

MONAMI BAGCHI | TERM V | 2012PGP208

India looks for fun beyond Bollywood

ABSTRACT OF THE RESEARCH PROPOSAL

The research proposal revolves around profiling of people who are prone to consume out of home entertainment. We are conducting a qualitative research around a maximum-variation sample of people from SEC A, B and C classifications through Observation, FGD and one-to-one interviews to identify the enhancers and barriers to out-of-home leisure.

INTRODUCTION AND SIGNIFICANCE

The research is important in so as it identifies the various reasons why India is witnessing a jump in the amount of time and money spent on out of house entertainment. Once the customer base is suitably segmented so as to uncover the hidden motivations that dictate their choices, a marketer will be in a better position to position his offering in the minds of the said consumer. Our research problem therefore is to- Identify and profile the Indian consumer who has a greater propensity to consume out of home entertainment in terms of demographics, psychographics and motivational factors

BACKGROUND AND LITERATURE REVIEW

It has been observed that Indians are steadily increasing the amount of time and money spent in entertainment consumed in and outside home as leisure activities. The avenues for entertainment include watching movies out of home, dining out, shopping, travelling, pursuing a hobby etc. This is in contrast to the fact that up until a few years back, Indians placed higher value on spending time on more conventional media of entertainment. A recent article by The Hindu Business Line [1] highlights how Indians are looking beyond Bollywood for their entertainment. According to the article, Indians are thinking beyond movies when it comes to entertainment. Although movies and music remain the top passions, Indians have begun exploring newer pastimes such as adventure sports, gaming, gambling, clubbing and social networking, says a study from Market Xcel. According to its study Entertainment and India 2011', 81 per cent of Indians cited watching movies and listening to music as the most preferred modes of entertainment whereas gaming, gambling and clubbing are the least preferred with just 28 per cent share. Dining out is a big option with 49 per cent saying they liked to dine-out. Although the study was limited to the 16-40 age group in nine cities across India representing Socio Economic Groups A and B, it does shed some light on the growing trend that is observable in the society as a whole. Asked to cite reasons for consuming entertainment, replies ranged from socialising (46 per cent), rejuvenation (31 per cent), social networking (43 per cent), and relaxation (44 per cent) with only 45 per cent saying it was for pleasure. For 38 per cent, it was to build memories while 21 per cent indulged in some form of entertainment to gain health benefits." These findings hold clues for the service industry to cater to more and more consumers as Out of Home consumption is on the rise.

MONAMI BAGCHI | TERM V | 2012PGP208

India looks for fun beyond Bollywood

With this background, secondary research was performed by scouting through articles available in the public domain to unearth the recent trends in the Indian entertainment landscape. According to a recent article in Forbes [2] , Indians are increasing their spend in multiplexes. Due to increased ticket prices as well as increased Food and Beverage prices in the multiplexes, the companies are earning more as footfalls increase. However, this does not deter the population from heading to the multiplex to catch the latest movie and seems to imply that money has taken a second seat to entertainment and spending quality time out. Another avenue of Out Of Home leisure time is dining out [5], [6], and [7]. More and more youngsters prefer consuming their meals out of home with their friends over home-made food. The reasons for the change in habits can be manifold, starting from increased liking of new experiences in terms of global cuisines or increased willingness to create shared memories outside. Studies have also highlighted the increasing propensity to spend on outdoor leisure activities due to higher income, although links to age, sex and occupation have not been established [10] On one hand we are willing to explore the reasons why Indians are increasingly spending their time in consuming out of home entertainment. On the other hand, recent studies also bring forth the issue of an increasing number of Indians preferring to spend time on the internet over socializing. [11]

RESEARCH OBJECTIVES
1. To establish a general profile of people who have a higher propensity to consume entertainment out of home and through newer media as compare to those who dont 2. To understand the respondents attitude towards life and the effect it has on the entertainment choices made. 3. To uncover the origin of leisure and the motivating factors for people to seek different entertainment options during the leisure time 4. To determine the factors that influence decisions about the mode of consuming entertainment in terms of media, time and money spent 5. To understand why some of the modes of entertainment are more popular than other and what factors could motivate a change in preference 6. To identify the various alternatives available to consuming entertainment outdoor, the importance attached to it by respondents and the switchover cost attributed to it.

MONAMI BAGCHI | TERM V | 2012PGP208

India looks for fun beyond Bollywood

RESEARCH QUESTIONS
1. What is a normal day in a respondents life like? What activities does the respondent indulge in his daily life like, including occupation? 2. What is their attitude towards life in general- Adventurous, Risk-loving, conservative etc.? 3. How does the respondent spend his leisure time normally? To what extent does it depend on other peoples preferences and the respondents own work hours? 4. Why does the respondent feel the need to seek entertainment outside the house? Is the entertainment choice linked to the image the respondent feels she/he is projecting? 5. What is their attitude towards movies, clubbing, gambling, dining out and shopping? What kind of experience do they seek in each activity 6. What type of people prefer movies versus clubbing. What are the reasons? Do legal restrictions play a role in the decision? 7. What are the external factors and internal beliefs that determine the activity of choice? 8. What are the external factors and internal beliefs that differentiate people whose first preference is Pleasure vis--vis socialising, rejuvenation, social networking, and relaxation or health benefits? 9. Do the activities of choice differ with age, sex, income, marital status, occupation or family size? 10. Why do the respondents prefer dining out? What factors govern the choice of restaurants and cuisine? 11. Do the respondents prefer to watch movies in multiplexes or on single screens? What are the reasons for the choice? 12. What is the amount of time and money spent by the respondent on entertainment outside? 13. What are the different modes of entertainment consumed when with family and/or friends? What modes are consumed when the respondent is alone? Why? 14. What is the thought process of the respondent while trying out newer experiences? Has the respondent recently undergone a change in preferences for entertainment?

MONAMI BAGCHI | TERM V | 2012PGP208

India looks for fun beyond Bollywood

15. What are the different alternatives the respondent has to spend their leisure time? Does the use of internet reduce their social exposure? Why does the respondent choose not to indulge in the alternatives?

RESEARCH METHODOLOGY
Sampling
The research will be focused on participants belonging to 16-40 years of age, from both sexes and from SEC A, B and C classification. We can use Opportunistic sampling to talk to people that we have encountered at the site of the leisure activity during observation We will also use Maximum variation sampling for our in-house research techniques The sample will also reflect both ends of the spectrum in terms of a) b) c) d) People with a conventionally high-paying job and people with a relatively low paying job People staying with their family and people staying with friends, roommates or alone People who have a day shift and/or night shift at work People who spend most of their leisure time with movies vis--vis with clubbing, gambling and dining out

This will help us bring a contrast in the data collected and help us identify modes of entertainment popular across the spectrum

Data Collection Methods

Observation The first step towards identifying varying consumer behaviour in different settings is to observe the respondents in their process of consuming media and trying to answer a few simple questions like, a. Do people with a family behave differently at a multiplex than people coming with friends in terms of buying Food and Beverages? b. Do respondents of one gender seem to spend more time in the shopping process as compared to the other? c. What is the average size of the group going out for dinner as cross-tabulated with the image of the restaurant? d. What kind of people are usually seen in gambling parlours and for how long do they gamble? Motive: This will help us unearth basic correlatory data about the mode of entertainment and the people most likely to consume the same Focus Group Discussion In this step, we will ask the people with starkly different demographics or choices (refer to the section on sampling) to contribute to our understanding of different factors that go into the decision of which activity to indulge in and for what reasons

MONAMI BAGCHI | TERM V | 2012PGP208

India looks for fun beyond Bollywood

Motive: This will help us understand very different viewpoints about the same mode of entertainment and try to figure out the basic profile of the person who would be attracted to the said activity Personal Interview In this step we will interview people one on one using the research guide given below and make individual assessments about their attitude towards certain modes of entertainment and their though processes towards the decision Motive: This will help us understand with the greatest detail, the though process followed by a certain person while reaching a decision about a mode of entertainment. This will also provide us with a universe of factors that a marketer must keep in mind that can make or break his business

Data Analysis
The steps followed in the analysis of the qualitative data are as follows a. Setting the context in terms of the options available, the factors in the though process and the final decisions made- Identifying the inherent theories in play b. Preparation of the log in terms of location and context of research c. Prepare transcript of the interactions Verbatim, In-Context, Consider non-verbal cues d. Narrative Analysis and Discourse Analysis to break down the verbatim responses into groups e. Use a mix of Deductive and Inductive approach. The deductive approach will be used to look form similarities and differences between similar responses and inductive approach will be used to identify the emergent pattern of relationships between our variables

RESEARCH GUIDE
Several questions that can be asked in the course of the one to one interview are 1. What is your occupation and what are the normal work hours? Do you work on both weekdays and weekends? 2. When you are out of office, what is your favourite mode of relaxation? 3. How do you evaluate yourself in terms of your attitude towards taking risks? Searching for new experiences constantly? Socializing? Finding a new hobby? 4. What do you do when you have leisure time at your disposal? 5. To what extent does your choice of leisure activity depend on preferences of your friends and families? 6. Why do you feel the need to seek entertainment outside the house? If you are unable to go outside, what would you be doing at home?

MONAMI BAGCHI | TERM V | 2012PGP208

India looks for fun beyond Bollywood

7. Given the various choices of entertainment available, what is your attitude towards- Going to the movies? Clubbing? Gambling? Dining out? Shopping? 8. What kind of experience do you seek from your leisure time? Does it depend on your mood at that moment? 9. Have you ever chosen movies over shopping on one occasion and the reverse choice on another occasion? What triggers the switch in choices? 10. What do you feel is the relationship between your choice of entertainment and your image in the society? How important is this factor in your decision making? 11. There are certain entertainment options that are in a legal grey-area. Under what circumstances would you agree to take part in the same 12. How do you decide if you have to go to the movies? Clubbing? Gambling? Dining out? Shopping? 13. Why do prefer dining out? What factors govern the choice of restaurants and cuisine? 14. Do the respondents prefer to watch movies in multiplexes or on single screens? What are the reasons for the choice? 15. Do you prefer spending leisure time with family or with friends or with yourself? Why? 16. In relation to the above question, what activities are you most likely to partake in case of each option mentioned above? Why? 17. How much time do you spend out of your home during your leisure time? What is your weekly spend across the different options mentioned above? 18. How do you decide if you want to try out a new experience during your leisure time? Have you recently undergone a change in preferences for entertainment? 19. What are the different alternatives you have to spend their leisure time? Why you choose not to indulge in the alternatives? 20. Does the use of internet reduce your social exposure? Please explain.

RESARCH OUTCOME AND CONTRIBUTION

The research will give us an idea about the types of people who prefer to consume out of home entertainment as compared to people who might prefer traditional methods of entertainment. It will

MONAMI BAGCHI | TERM V | 2012PGP208

India looks for fun beyond Bollywood

also give us an insight into the motivations of the people to try newer experiences and also the factors that determine the kind of activities they indulge in. We will also attempt to segregate people who prefer a certain mode of entertainment over others in terms of demographics and psychographics. All the information that comes out of this research will be instrumental in helping the service industry segment the market better and craft their services to cater more effectively to their target audiences. According to previous studies, there are a certain class of pastimes that are not exactly popular in India. This research will help identify the inherent thoughts of Indians that prevent them from indulging in such pastimes and provide a cue to the marketers to position and communicate about their offerings differently

REFERENCES
1. India looks for fun beyond Bollywood, The Hindu Business Line, Mar 5 2012, http://www.thehindubusinessline.com/industry-and-economy/marketing/india-looks-forfun-beyond-bollywood/article2964181.ece 2. Multiplex Spends in Metro, Forbes Magazine, Feb 23 2013, http://forbesindia.com/article/findex/multiplex-spends-in-metros/34769/1 3. Indian Malls and Multiplexes A spending Trap?, Chillibreeze, http://www.chillibreeze.com/articles_various/Indian-Malls.asp 4. With Rising footfalls, Multiplex companies witness Revenue Growth, The Economic TimesEntertainment, Oct 4 2013, http://articles.economictimes.indiatimes.com/2013-1004/news/42718345_1_exhibition-companies-inox-leisure-nitin-sood 5. Youngsters prefer eating out over Home cooked meals : Study, DNAIndia, Dec 3 2013, http://www.dnaindia.com/health/report-youngsters-prefer-eating-out-over-home-cookedmeals-study-1929062 6. India diners like their global cuisine with Desi Twist, The Times of India, Jul 3 2012, http://articles.timesofindia.indiatimes.com/2012-07-03/ahmedabad/32522841_1_indianspices-indian-diners-restaurant-industry 7. Dining out is necessity driven now, The Times of India, Aug 6 2012, http://articles.timesofindia.indiatimes.com/2012-08-06/bangalore/33064764_1_cook-junkfood-rural-population 8. Citys elite missing the club culture, The Times of India, Jun 19 2011, http://articles.timesofindia.indiatimes.com/2011-06-19/art-culture/29676364_1_clubs-eliteactivities 9. Club culture makes its entry in the city, The Times of India, Aug 6 2013, http://articles.timesofindia.indiatimes.com/2013-08-06/surat/41130308_1_social-studiesmega-city-clubs 10. Six Things rich Indians are crazy about, Silicon India, Sep 6 2013, http://www.siliconindia.com/finance/news/6-Things-Rich-Indians-Are-Crazy-About-nid153708.html 11. The Passive Pleasures, IndiaToday.in, Feb 19 2007, http://indiatoday.intoday.in/story/pleasure-through-leisure-activities/1/156557.html

MONAMI BAGCHI | TERM V | 2012PGP208