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A Report
On
With reference to
GOLD Cinema, Salasar Mall,
City Center
By
* Acknowledgement
* Executive Summary
* Introduction
* Objectives
* Research methodology
* Appendix
Executive Summary:
Gwalior
The concept of multiplex is very new in the city. The very first multiplex
of the city is accredited to Gold Cinema at Salasar Mall. Though a large
chunk of the natives have been to multiplexes somewhere or the other
but still a large chunk remains unexplored. The people perceive it as an
advancement in the city’s culture and are desperately waiting for some
more multiplexes to come one of which is FUN Cinema that is about to
come in the offing. This positive and welcome approach of consumers is
a propitious omen for the other players in this entertainment industry.
Objectives:
1. To understand consumers’ perception towards
multiplexes.
Sample size:
210 respondents
Sampling Design:
Stratified Random Sampling:- This study has been done
in various strata like educational institutes, malls,
shopping outlets and Apparel showrooms.
Yes 78.50%
No 21.50%
Services 24.76%
Quality 65.71%
Price 10%
Yes 76.1%
No 23.9%
No 7.7%
Yes 54.76%
No 45.24%
In case of no,
Quality 10.4%
Yes 56.6%
No 43.4%
Yes 59%
No 41%
No 15.24%
Good 49.52%
Satisfactory 37.6%
Poor
Agree 45.23%
Neutral 19.52%
Disagree 5.2%
Strongly disagree 1%
(The key issues over which Gold has an edge over local
theaters:
Suggestions:
1. There should be an exclusive show for the executive
class people with a bit higher range in ticket prices
with amenities.
2. There should be some concession for the student
class.
3. There should be multi-price tickets for different
time intervals. (For ex. Weekend evenings the price
can be more whereas it can be less for weekdays).
4. While intermission, the ready to eat products like
patties, popcorns, soft drinks should only be made
available to the customers so as to avoid the rush
that happens because of the limited space. Another
option is that to increase the manpower at the time
of rush.
5. The security should also be beefed up to curb the
anti-social elements. (For ex. In the case of release
of ‘Jodha Akbar’ show the kind of chaos created
should be controlled.)
6. The communication of the staff members should be
more courteous towards the customers.
Appendix: