BRM Research(Final)
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Transcript of BRM Research(Final)
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7/31/2019 BRM Research(Final)
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BUSINESS
RESEARCH
Group 9
Sonali ChoudharySwathi Gowda
Tanya Verma
Tripti Pandey
Vinay Simha
Zain Ahmed
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Scope of multi-screen
over single screen theatresin Bangalore using Multi-
dimensional Scaling
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Introduction
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Multidimensional scaling (MDS) is a set of
related statistical techniques often used in informationvisualization for exploring similarities or dissimilarities in
data.
http://en.wikipedia.org/wiki/Statisticalhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Information_visualizationhttp://en.wikipedia.org/wiki/Statistical -
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About the Research
A study on scope of single screen and multi screentheatres in Bangalore
Considering Bangalore as one the emerging cities in India,
we are finding peoples desire to watch their favourite
movies in cinema halls. We wish to find out whether theylike to watch it in a single screened hall (e.g. Urvashi,
Rex, Cauvery etc) or multiplex (which is in rage now
among most of the youngsters such as PVR, Inox, Fame
Lido etc)
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Objective of the Study: Behaviour of people towards
multi-screen & single screen cinema halls
Hypothesis to Be Tested:
Ho: Present generation do not prefer multi-screen over
single screen theaters
Ha: The present generation prefer multi-screen over singlescreen
Data Needs:
Set of people visiting multiplexes and single screen
Languages screened in theatres Location
Food and ambience
Format of the Questionnaire: Mixed form of
questionnaire
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Research Report
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Research Methodology
Type of research Descriptive ResearchResearch Question Scope of single and multi screen
theaters in BangaloreSample Size 56Sample Population Students, Govt, Corporate employee,
home makers and self employedPrimary Data Responses through questionnairesSecondary Data Theatre owners & managersResearch Tools
MDS
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The survey was conducted among 56 respondents
keeping their age, occupation and mother tongue asfew of the basis for comparison
Following were the factors for choosing the theaters
Price
Acoustics
Locations
Screen size Cleanliness
Crowd
Sitting comforts etc
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Single Screen Multi-Screen Total
Single Screen 26 26
Multi-Screen 30 30
24
25
26
27
28
29
30
31
Screen Preferred
MornAfterno
onEve Night Total
Weekdays SingleScreen
1 2 15 3 21
Weekdays Multi-Screen
6 3 11 5 25
05
10
15202530
a) When do you watchmovies?
MornAfternoo
nEve Night Total
Weekends SingleScreen
4 4 12 3 23
Weekends Multi-Screen
6 6 14 7 33
05
101520253035
b) When do you watchmovies?
2-3times aweek
Once aweek
2-3times amonth
Once amonth
Rarely Total
Single Screen 2 2 2 15 1 22
Multi-Screen 1 4 10 13 6 34
05
10152025
303540
How often do you watchmovies
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Stronglyagree
Agree Neither DisagreeStronglydisagree
Total
Single Screen 5 13 3 4 1 26
Multi-Screen 15 12 1 2 0 30
05
101520
253035
Crowd affects choice oftheatre
Stronglyagree
Agree Neither DisagreeStronglydisagree
Total
Single Screen 6 7 2 10 2 27
Multi-Screen 9 15 1 3 1 29
05
101520253035
Prefer to watch 3D inmultiplex
Stronglyagree
Agree Neither DisagreeStronglydisagree
Total
Single Screen 7 14 2 0 0 23
Multi-Screen 4 16 3 4 4 33
05
1015
20253035
Location affect choice oftheatre
Always Mostly Never Total
Single Screen 4 10 11 25
Multi-Screen 2 23 6 31
0
5
1015
20
25
30
35
Do you book tickets inadvance?
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Stronglyagree
Agree NeitherDisagre
eStronglydisagree
Total
Single Screen 2 4 6 10 2 24
Multi-Screen 8 15 4 5 0 32
0
5
10
15
20
2530
35
Quality of equipment betterin multiplex
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Total, 24
Total, 32
0
10
20
30
40
50
60
70
80
0 5 10 15 20 25 30 35 40 45
Single
Scre
en
Multi-Screen
Opinion
Single Screen
Multi-Screen
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InferencePositive Impact1. Convenience:
a) Location: Multiplexes had cut the distance people have to travel
to catch a movie
b) Ticket booking Facilities: People standing in the queue has
reduced due to booking facilities like online, tele booking, home
drop etcc) Show programming: Flexible show timings as per their
convenience
2. Ambience: Overall ambience of the Audi, cafeteria and lounge
has improved many folds3. Comfort: Comfortable seats for hassle free viewing
4. Quality: Excellent projection system (Xenon, THX projection)and better audio output also it is safe as the gentry that comes to
watch a movie in multiplexes is far better than a single screen
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Negative Impact
1. Pricing: Exorbitant ticket and food &beverages prices are
a big downer
2. Cramped space: Put in maximum seats in the available
space to maximize returns while compromising on
comfort in form of proper bucket seats and leg space
3. Non-Rationalization in pricing as per seating: Prices inmultiplexes are more or less same across the auditorium
seating layout
Inference
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Conclusion There is a very mere gap between peoples preference
towards multi-screen theatre and single screen theatre
30 out of 56 respondents prefer watching movies in multi-
screen theatre whereas remaining 26 respondents prefer
watching movies in single screen theatre
With more facilities such as ambience, comfort, quality in
equipments and better security for the audience multi-
screen theatres has a edge over single screen theatres Therefore our assumption/hypothesis Ho is accepted
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Limitations of the Study
Some of the respondents might refuse to fill the
questionnaires
The responses may vary as some people might not
come up with real answers
People might be busy in their own work so they
might not give actual responses.
Limitation of time Like any other research the limitation of personal bias
of respondents limits the scope of the study
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Thank you