How Effective marketing of Multiplex Is Over Single Screen-A case study of India

چکیده مقاله

This study is all about to understand the consumers’ perception towards the multiplexes and to forecast the future of multiplexes. The study reveals that the future of the multiplexes is very bright and since there is sudden increase in the per capita income which led to the increase in standard of living of the natives. Now the metropolitan culture has started intruding in the city and people are in the condition to spend more. This study is carried out with the help of questionnaire which discloses the extravagant responses of the respondents towards the multiplexes. As per the data collected we found that all respondents welcome the culture of multiplexes in the city. The people are very happy to have the pleasant experience of watching the movies in multiplexes which they so far used to get only in metropolitans but now in their homeland.

The fact is quite apparent with the kind of data we have gathered through this study which is mentioned later. In this paper our point of focus is on determining the movie viewing habits for the age group of 20-30 years of age. It includes the medium preferred by the people for watching movies, how frequently they watch movies and what their monthly expenditure on it is. Some key issues like strikes in multiplex, their effect on the revenue generation for multiplex and the competition between multiplex and Cineplex.

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