Pvr Case Study

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A STUDY ON THE CONSUMER BEHAVIOUR OF PVR CINEMAS,CHENNAI

ACKNOWLEDGEMENTS

This project was a tremendous opportunity to observe and apply techniques learnt in class and observe Consumer Behaviour. We would like to thank Father Joe Arun for providing us with this opportunity and the General Manager of PVR for providing us information about PVR cinemas in Chennai. We would also like to thank all the respondents for their valuable inputs without which this project could not have been conceived.

TABLE OF CONTENTS

Page Number
ACKNOWLEDGEMENTS............................................................................................ 1 TABLE OF CONTENTS................................................................................................2 CHAPTER 1: THE BUSINESS OF MOVIES IN INDIA..............................................3 1.1Introduction....................................................................................................3 1.2Indian Movie Industry....................................................................................3 1.3Indian Movie Theatre Industry-an overview..................................................4 CHAPTER 2: PVR CINEMA..........................................................................................5

2.1 Introduction....................................................................................................5 CHAPTER 3: PVR CINEMAS, CHENNAI....................................................................6

3.1 Introduction....................................................................................................6
3.2 Multiplex.........................................................................................................6 3.3 PVR Cinemas, Chennai..................................................................................6 CHAPTER 4: METHODOLOGY...................................................................................7

4.1 Research Design.............................................................................................7
4.2 Sample............................................................................................................7 CHAPTER 5: OBSERVATIONS....................................................................................9

5.1 Focus group study on “Young Unmarried Couples”.....................................9
5.1.1 Description of Sample.....................................................................9
5.1.2 Responses........................................................................................9
5.2 Indepth interviews with “ Family”................................................................11
5.2.1 Description of Sample....................................................................11
5.2.2 Responses.......................................................................................11
5.3 Focus group study “Friends”.........................................................................12 CHAPTER 6: LIMITATIONS........................................................................................15 REFERENCES................................................................................................................16 CHAPTER 1

THE BUSINESS OF MOVIES IN INDIA

1.1Introduction

India is one of the most culturally diverse countries in the world. With eight major religions (Hinduism, Islam, Christianity, Sikhism, Buddhism, Jainism, Zoroastrianism, Judaism) and more than a hundred tribes, with more than 330 million gods and goddesses and a land of more than 1 billion people , the common religion of all Indians today are cricket and movies. In this country, gods and goddesses are created on every Friday at a movie release and at every cricket pitch faith is renewed or lost. Hence for a country like India, movies mean serious business. From the 20th century onwards, Indian cinema became a global enterprise. At...
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