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Reasearch on Indian Movie Market

By piyadatta Sep 13, 2012 2954 Words
List of Tables
1. Table 1: Demographic & General Information of Respondents6 2. Table 2: Frequency of watching movies of the respondents7 3. Table 3: Preference Of Movies8
4. Table 4: Medium Of Language For Hollywood Movies8
5. Table 5: Preference of Genre for Hollywood Movies9
6. Table 6: Criteria of Respondents for Selecting A Hollywood Movie10 7. Table 7: Preference Of Hall For Hollywood Movies10
8. Table 8: Preference for Duration of Hollywood Movies11 9. Table 9: Preference of Movies with respect to 3D /2D11 10. Table 10: Preference for Bollywood movies in 3D12
11. Table 11: Satisfaction of the 3D Experience for the Price of the Ticket12

List of Figures
1. Figure 1: Preference of watching movies7
2. Figure 2: Preference Of Movies8
3. Figure 3: Preference of Genre for Hollywood Movies9
4. Figure 4: Preference for choice of movies based upon10 5. Figure 5: Preference for movies with respect to 3D or 2D11 6. Figure 6:Preference of Hindi movies in 3D12

CHAPTER-1
Introduction
In this era of cut throat competition, no movie maker can survive in the market place without knowing its movie’s strengths and weaknesses. It has to fortify (strengthen) itself against threats from its competitors and exploit its creativity for increasing profits. In order to do so, the movie makers have to conduct regular surveys to know the customer’s opinions, needs, and preferences. This helps the movie makers to produce the movie according to customer’s expectations.

The expanding Indian market, the growing size of the middle class and the rise in aspirations of the youth along with the opening up of the Indian economy have collectively influenced the Indian cinema market. Hollywood is no longer a pushover for the Indian film trade. Despite the overwhelming popularity of Bollywood, English films are bigger than ever in the Indian multiplexes. With rising number of Hollywood and 3D movies dominating the screens, the Indian cinema viewer could not have asked for anything more. The shift towards Hollywood movies is suddenly discernable and the segment is expected to grow in near future.In fact, the Indian cinema market has risen tremendously in the past 3-4 years and the craze for action and animated movies is at an all-time high. Trying to catch up with this, movie makers are busy working out on customer preferences. The customer is the basic ingredient of marketing. The development of marketing strategy is based on understanding of consumer and their behavior. The present study attempts to understand the behavior of consumer for their choice in watching movies. The competition is very high and so many choices are available to customers. Here it has been attempted to find out the level of customer satisfaction regarding movies available and also what modification do they desire in the movies produced.

Chapter 2
Review of Literature
Farokh T. Balsara and John Nendick from Ernst and Young conducted a study in the Year 2010 on “Spotlight on India’s entertainment economy” their findings were India’s growing middle class, rising disposable incomes, high volume of content consumption and conducive regulatory environment hold significant potential for foreign investments across all segments of the M&E industry. In order to succeed in India, it is necessary for companies to understand and adapt to economic and cultural nuances and invest in content and services tailored for the local market. Global companies need to thoroughly assess the market and distribution channels to price content appropriately and adopt different strategies to serve the several internal markets that exist in the country. While M&E companies operating in emerging markets like India continue to be exposed to risks ranging from local competition, fraud, corruption and piracy, ongoing structural and regulatory reforms and the development of corporate governance norms will mitigate these threats. Deloitte conducted a study in September 2011 on “Media & Entertainment in India Digital Road Ahead”, and their findings are that the Indian Animation industry was worth US$ 511 million in 2010 and is expected to grow at CAGR of 23% to reach US$ 961 million by 2013.

Chapter 3
Methodology
Selection of Topic:
For the purpose of the present research, the topic selected was “Trends In Movie Viewing”. Due to the growing popularity of Hollywood and 3D movies in India and its growing market in India, this topic was selected. Selection of Sample:

The sample size chosen was 100 people from various walks of life like working professionals, businessman, students and housewives. It was selected through stratified random sampling on the basis of profession, age and gender. Pilot Study:

The sample size considered for pilot study was of 10 people who included 2 housewives, 4 working professionals, 2 businessman and 2 students. This study was conducted as a feasibility tool for this research. The questionnaire made was administered to these individuals from varied backgrounds. Based on the results of the pilot study, the questionnaire was modified and administered to 100 people. Hypothesis:

Based on the results of the pilot study, the following hypotheses were formulated: (a) Indian movie market has a good potential for Hollywood movies. (b) Indian movie goers want more 3D movies even in Bollywood. Data Collection:

a) Primary study- Primary data for the study were collected through mall intercept survey method. The questionnaire was divided into two parts; the first part contained five questions on general information of the respondents while the second part contained eleven questions to elicit specific information regarding the interest/opinion of respondents for different movie halls. A copy of final questionnaire used is presented as appendix “A” on page number 18 b) Secondary Study-: Secondary data information’s available in textbooks & magazines related to the topic.

Analysis of the Data- The data has been analyzed and presented in the form of tables and figures in Chapter IV on results. A consolidated table for data for each of the specific questions, have been prepared with simultaneous interpretation using pie & bar charts. The results & conclusion of the study were discussed & compared in the light of the literature reviews.

Chapter 4
Results

Table 1: Demographic & General Information of Respondents  SL No.| General Information| No. of respondents| Percentage (%)| 1.| Age (In Years)| | |
a| 15-19| 12| 12|
b| 20-29| 64| 64|
c| 30-40| 16| 16|
d| Above 40| 8| 8|
 | Gender| | |
a| Male| 52| 52|
b| Female| 48| 48|
| Occupation| | |
a| Student| 28| 28|
b| Business| 20| 20|
c| Service| 40| 40|
d| Housewife| 12| 12|

Inference: From the above table it is clear that:
* Age: 64% of the respondents were in the age group of 20-29 Years. * Gender: Among the respondents 52% were males & 48% were females. * Occupation: 40% of them were service sector followed by Students and Businessmen 28% and 20% respectively.

Table 2: Frequency of watching movies of the respondents
  SL No.| Brands preferred by the respondents | No. of respondents| Percentage (%)| a| Once a Month| 40| 40|
b| Once a fortnight| 24| 24|
c| Once a week| 28| 28|
d| More than once a week| 8| 8|

Figure 1: Preference of watching movies

Inference: From table 2 and figure 1 it is clear that the frequency of watching movies of most of the respondents is once a month with 40% . Once a week which is popular with younger audience is the second best frequency of watching movies with 28%. The least number of respondents are in the frequency range of more than once a week with only 8% . This is in accordance to the study conducted by Deloitte in September 2011 on “Media & Entertainment in India Digital Road Ahead”, and their findings are that the Indian Animation industry was worth US$ 511 million in 2010 and is expected to grow at CAGR of 23% to reach US$ 961 million by 2013.

Table 3: Preference Of Movies
  SL No.| Movies| No. of respondents| Percentage (%)| a| Hollywood| 57| 57|
b| Bollywood| 43| 43|

Figure 2: Preference Of Movies
Inference: From table 3 and figure 2 an interesting fact that was inferred is that when it comes to preference of movies the respondents prefer 57% Hollywood. This result also matches with our first hypothesis which is Indian movie market has a good potential for Hollywood movies.

Table 4: Medium Of Language For Hollywood Movies
  SL No.| Medium| No. of respondents| Percentage (%)| a| English| 88| 88|
b| Hindi| 12| 12|

Inference: From table 4 it is clear that 88% of respondents prefer to see Hollywood movies in English.

Table 5: Preference of Genre for Hollywood Movies
  SL No.| Preference of Genre| No. of respondents| Percentage (%)| a| Action| 33| 33|
b| Comedy| 25| 25|
c| Romance| 15| 15|
d| Animated| 27| 27|

Figure 3: Preference of Genre for Hollywood Movies

Inference: From table 5 and figure 3 it is clear that there is a mixed response but maximum number i.e. 33% of respondents preferred watching Hollywood movies belonging to Action genre. Followed closely by animated and comedy at 27% and 25% respectively.

Table 6: Criteria of Respondents for Selecting Hollywood Movie   Sl No.| Criteria for Selecting a Hollywood Movie| No. of respondents| Percentage (%)| a| Actors| 36| 36|
b| Story| 54| 54|
c| Director| 8| 8|
d| Others| 2| 2|

Figure 4: Preference for choice of movies based upon
Inference: From table 6 and figure 4 it is clear that 54% of respondents felt that they prefer to see a Hollywood movie because of story. Hence it can be inferred that a good story is very important for success.

Table 7: Preference Of Hall For Hollywood Movies
  SL No.| Preference Of Hall For Hollywood Movies| No. of respondents| Percentage (%)| a| Single Screens| 8| 8|
b| Multiplex| 92| 92|

Inference: From Table 7 it is clear that 92% of the respondents prefer to watch Hollywood movies in Multiplexes and only 8% prefer to watch Hollywood Movies in Single screens.

Table 8: Preference for Duration of Hollywood Movies
  SL No.| Preference For Duration Of Hollywood Movies| No. of respondents| Percentage (%)| a| More than 2 hours| 62| 62|
b| Less than hour| 38| 38|

Inference: From Table 8 it is clear that 62% of the respondents like Hollywood movies to be more than 2 hrs long while only 38% of respondents like Hollywood movies to be less than 2 hrs.

Table 9: Preference of Movies with respect to 3D /2D
  SL No.| Preference for Movies with respect to 3D or 2D| No. of respondents| Percentage (%)| a| 3D| 63| 63|
b| 2D| 47| 47|

Figure 5: Preference for movies with respect to 3D or 2D
Inference: From Table 9 and Figure 5 it is clear that 57% of the respondents preferred to watch movies in 3D. Only 43% of the respondents preferred to watch movies in 2D.

Table 10: Preference for Bollywood movies in 3D
  SL No.| Would you like to see more Hindi movies in 3D?| No. of respondents| Percentage (%)| A| Yes| 37| 37|
B| No| 63| 63|

Figure 6:Preference of Hindi movies in 3D
Inference: From Table 10 and Figure 6 it is clear that 63% of the respondents do not prefer to watch more of 3D movies in Bollywood. And only 37% of respondents prefer to watch more of 3D movies in Bollywood. This result also proves our second hypothesis incorrect which is Indian movie goers want more 3D movies even in Bollywood.

Table 11: Satisfaction of the 3D Experience for the Price of the Ticket   SL No.| Are you satisfied with the 3D experience for the Ticket price?| No. of respondents| Percentage (%)| a| Satisfied| 51| 51|

b| Not Satisfied| 49| 49|

Inference: From Table 11 it is clear that 51% of the respondents were satisfied with the 3D experience for the price of ticket paid and only 49% of respondents were not satisfied with the 3D experience for the price of ticket paid.

Chapter 5
Summary
The statistics show that the largest number of respondents who go to see movies fall in the age group of above 20-29 while the least number of respondents who go to see movies fall in the age group of above 40 years of age. This is quite logical as the genre of movies being made today is mostly targeted at young audiences. The statistics show that maximum number of people who go to watch movies are from the service sector. This is also quite understandable as service class is the new middle class that has come up in India who have sufficient buying power and also the willingness to spend. We can depict that Maximum people like to watch movies once a month with 40% of respondents. And least number of people watche movies more than once a week with only 8% of respondents. The preference of movies is shifting more towards Hollywood as 57% of respondents claiming they prefer Hollywood over Bollywood. The younger generation of movie-goers are more inclined towards Hollywood movies, hence, this shift. The statistics show that 88% of respondents prefer to watch Hollywood movies in its original language of English and only 12% would like to see more Hollywood movies dubbed in Hindi. The preference in genre of Hollywood movies is very evenly balanced with 33% favouring the action genre, 27% favouring the animated genre, and 25% favouring the comedy genre. The least preference was for the romance genre in Hollywood movies with only 15% of respondents. The data represented by the above figure shows that 54% of the respondents go to watch movies based on its content while 36% go to watch movies based on 36%. This shows that the Hollywood movies with good content and famous actors have a good market in India. 92% of respondents like to watch their movies in Multiplexes and only 8% have a preference towards Single screens. This is very logical as Multiplexes have redefined the whole movie watching experience. The facilities provided by Multiplexes and the services offered have attracted audiences in a big way. The advent of 3D technology in movies has created a huge impact with 57% of respondents claiming that they would like to watch more movies in 3D and 43% of respondents claiming that they still prefer their movies to be in 2D. 37% of respondents would like to see Bollywood movies in 3D while 63% still like Bollywood movies in 2D. This could be attributed to the fact that people are still sceptical about 3D movies in Bollywood as no good Bollywood movie has been made which could enthral audiences. 51% of respondents said that they were satisfied with the 3D experience for the price of the Ticket while 49% of the respondents felt that 3D movie tickets were over-priced.

Chapter 6
Conclusion and Recommendations
From the study that we have conducted, we can infer that people are getting more inclined towards Hollywood movies and their market is growing rapidly especially in cities because the younger generation is being exposed to all kind of movies at a very young age and therefore have no bias towards Bollywood. In metros and cities, the people are educated and therefore, prefer Hollywood movies to be in its original language i.e. ‘English’. The preference of genre in Hollywood movies is very evenly balance with all the genres being watched. The market scope for all the genres is equally good. The content of the Hollywood movies is very important as people are more interested in watching movies with a good plot rather than with big names. However, some well known actors also command loyal audiences to an extent. This could also be due to the reason that the content of their past movies has been good. Multiplexes have captured the imagination of the audiences in a big way with almost all the people preferring to watch movies in Multiplexes. They have redefined the whole movie watching experience. Single screens are fast losing out to the Multiplexes in terms of their audiences. Single screens need to change or upgrade from their current status if they wish to survive. Another important area of our research was the demand for 3D movies. From the study, it was found that people are warming up to the idea of 3D movies when it comes to Hollywood. Maximum people love the whole 3D movie experience and would like to see more Hollywood movies in 3D. However, people are still skeptical about watching Bollywood movies in 3D. This could be attributed to the reason that the quality of Bollywood movies that have been made in 3D so far has been below par. The people who felt that the 3D movie tickets were over-priced against those who felt that tickets were over priced were fairly even.

After doing thorough analysis of the data, we suggest following recommendations: * India is an emerging market for Hollywood movie and so Hollywood producer should focus more on the Indian audience. * India is a young market and they prefer movies with latest animation technology and 3D movies so multiplexes should improve their services. * Data was collected from cities and metros in India so we can include more diverse geographical database of audiences.

Chapter-7
Bibliography

1. Deloitte. (2011, September). Retrieved July 15, 2012, from www.deloitte.com/in: http://www.deloitte.com/assets/Dcom-India/Local%20Assets/Documents/ME%20-%20Whitepaper%20for%20Assocham.pdf 2. Ernst & Young. (2010, May). “Spotlight on India’s entertainment economy”. Retrieved July 16, 2012, from www.ey.com. 3. Nath, A. (2010, December 15). Hollywood scores over B'wood! The Times Of India. 4. Raghavendra, N. (2012, May 29). “Hollywood blockbusters make big money in Indian movie market”. The Economic Times .

Appendix A
Questionnaire to elicit Information on

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