Consumer Attitude Toward Amusement Park

Welcome to My Presentation

Introduction

Consumers play an important role in determining the popularity of an amusement park. The mechanisms to build up the interactions between consumers and the amusement park are crucial to the relationship between the park and consumers.

DNCC Wonderland is one of the leading amusement park situated in Shyamoli, Dhaka.It is dealing with contract or lease base for all kind of rides. DNCC Wonderland is better known as Sishu mela .It was established in 1985 with the name of Sishu mela.

The Public Works Department handed over the public park to the Dhaka City Corporation (DCC) in 1985.

Objective Of The Study

Primary Objective:

To present an overview of DNCC Wonderland.

To analyze the different types of entertainment facilities of the park.

To present about the customer attitude service analysis of DNCC Wonderland.

To provide some recommendations to improve service quality of DNCC Wonderland on my understanding about the service, work procedures and consumers attitudes.

Objective Of The Study(Con’t)

Secondary Objective:

To have a practical relation & reliability of the topics I have achieved from textual background in my educational life.

To develop understanding of consumer attitude process and standard in amusement park sector.

To know the operation of amusement park in Bangladesh.

To know how DNCC Wonderland is efficiently controlled.

To identify whether all process are perfectly and effectively practiced or not.

To make an opinion on the report.

MethodologyThis study is a descriptive study where quantitative data have been collected to analyze the customers attitude towards amusement park. In order to make the report more meaningful and presentable, two sources of data and information have been used. Both primary and secondary data sources were used to generate the report. In this study Likert Scale technique has been used.

Field survey was carried out to collect primary data for conducting the study.

To conduct the research; target population was defined as the visitors of the DNCC Wonderland; as sample unit for the study and 108 respondents have been surveyed

The secondary sources are websites and journals.

Data Analysis

Gender of the respondent

Gender Frequency Percent

Male 64 59.3

Female 44 40.7

Total 108 100.0

Data Analysis (Con’t)

Occupation of the respondents:

Frequency PercentValid

PercentCumulative Percent

Private Service holder

28 25.9 25.9 25.9

Student24 22.2 22.2 48.1

House wife 16 14.8 14.8 63.0

Govt. Service Holder

8 7.4 7.4 70.4

Business32 29.6 29.6 100

Total 108 100.0 100.0

Data Analysis (Con’t)

Descriptive Statistics

N Minimum Maximum MeanStd.

DeviationAge

107 19 42 29.72 7.811

Monthly Income(Tk.)

68 12000 35000 21470.59 6647.793

Valid N (list wise) 67

Data Analysis (Con’t)

Communalities

Initial ExtractionTo introduce children with new rides 1.000 .773

To get rid from busy life 1.000 .639To pass leisure time 1.000 .634

Ticket Price is cheaper than other parks 1.000 .874To pass time without harassment 1.000 .904

To give children a break from their daily routine

1.000 .265

Safety of roller coaster 1.000 .836Security of the park 1.000 .733

Park cleanliness 1.000 .872Variety of entertainment options 1.000 .843

Data Analysis (Con’t) Eigenvalues of each factors:

Component

Initial Eigenvalues

Total % of Variance Cumulative %

1

2.801 28.007 28.007

2

2.025 20.253 48.260

3

1.426 14.265 62.525

4

1.121 11.213 73.738

Data Analysis (Con’t) Scree Plot:

Recommendation Convenience is an important criteria for customer when choosing

amusement park. The amusement park should be located in a convenient place for their target customers.

The park should offer quality rides and always try to ensure rides availability.

High price can produce negative attitude that is why the park should try to charge reasonable price for their target customers.

In order to attract more customers and develop more positive attitude, the parks should offer the better food court facility and the facility to socialize.

Recommendation (Con’t)

Excellent and differentiated services need to be provided to retain positive consumer attitude.

In order to attract more customers and develop more positive attitude, the parks should offer the better food court facility and the facility to socialize.

Conclusion: DNCC Wonderland is providing excellent and differentiated

service; whereas female customers attitude needs to be monitored through conducting further research studies and should be attracted with additional distinctive services based on the research findings.

The attitude of customers towards amusement park depends on many variables. Among them, convenience, price, quality, availability etc are more important. Any problem related to these aspects can build negative attitude towards the amusement parks.

So, the owner of the park should try to monitor these aspects and take corrective measures whenever something goes wrong.