Final Market Reseaafasrch Assignement

8/11/2019 Final Market Reseaafasrch Assignement

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About the Cinema

Vue Newcastle-Under-Lyme is a state-of-the-art multiplex, located in the centre of the town. It has 8screens and seating capacity of 1,976 people. The cinema is surrounded by a vast array of restaurantsand bars, making for a great evening out.

Marketing problem:

The Vue cinema management has evaluated that their sales on weekdays off peak hours need to beimproved. Vue Cinema management has assessed its current promotions for customers and has decidedto focus more on the elderly people aged 60 and above. In order to achieve this objective, the marketingteam is planning to introduce a Silver Screen promotion for older people aged 60 and above which willcomprise of showing Old matinees regularly, so as to attract a larger elderly audience to the cinema. Themanagement feels that the ongoing offers for the elderly should further be improved to make thecinema experience more pleasurable for them. They will be offered an annual membership as well asdiscounted ticket prices. Free beverages will be served to the elderly during the screening of old films.Furthermore, films focusing on elderly people may also be screened more often for their benefit. Thecinema management has decided to conduct a research study to analyze whether this could turn out tobe a fruitful venture and if so, what marketing decisions should be taken to ensure a successfulimplementation of this plan.

Objective

The results of the research will assist the management in assessing what percentage of seniors watchmovies at cinema and what percentage would watch movies more frequently if presented with anattractive promotional offer. It will help the management in identifying whether showing old movies on

a regular basis would attract more elderly people to the cinema. The survey will reveal what they feelwould be a reasonable membership offer for them to become regular visitors of the cinema. The surveyresults will help the management implement a plausible plan to entice this age group to visit the cinemamore frequently.

Research design

Primary research will be carried out. A conclusive research design will be used. The research isdescriptive. A cross sectional design will be used. The data analysis will be quantitative. A questionnairehas been designed comprising of questions relevant to the marketing decision the Cinema wants totake. The questions that the researchers will be asking the sample audience are given in the

questionnaire attached in Appendix B.

Population Sample

The population comprises of elderly people aged 60 and above, both males and females. Conveniencesampling will be used to choose a representative sample of 500 senior citizens.



The researchers will evaluate how elderly people generally feel about going to a cinema .They will assesswhat this age group expects a good movie promotion to be and whether old films would be amotivational factor for them to become permanent members of the cinema.

Methodology to be used

5 researchers will be hired to interview 20 people each day for 5 days. They will each be paid £50 a day .The researchers will randomly approach senior citizens in the local market place. They will ask thesample audience all the questions from the designed questionnaire and fill the questionnairesthemselves. The cinema management will appoint two research supervisors from within their staff whowill ensure that the survey is carried out successfully. The total cost of the research will be around£2000.The results will be used by the management to take a decision about how to proceed further.



Appendix A

I chose the cinema because I feel that cinemas offer a social experience which the home showcase doesnot offer and is different from the restaurant or café experience. Recently, more movies are gearedtowards older audiences as Hollywood and other filmmakers wake up to the fact there’s a readymade

middle aged market - formerly ignored - out there, who are thrilled to be represented on the silverscreen. Some examples of recent surprise hits include the British movie The Best Exotic Marigold Hote l.Among some other hits from the Hollywood stable and featuring an older cast, have been It’sComplicated (2009); Red (2010), with a sequel released last year; Hope Springs (2012), and the actionseries The Expendables .

The Vue Cinema management feels that the elderly people can be a good target market for them andthere is potential to increase the number of people of this age group who come to the cinema regularly.One of the promotions at the cinema already offers elderly people above 60 to pay £3.05 including afree tea or coffee and biscuits on selected films every Monday between 1 and 2pm. Offering anattractive membership package coupled with screening of old movies could result in making thesesenior citizens regular customers.

This market research study will enable the management to evaluate what percentage of people fromthis age group are already coming to the cinema and how many will be willing to avail our special offer.It will help reveal their preferences in films. Regular screening of old films can be a great incentive forthis target market. Screening films which revolve around the middle aged can also be a motivating factorfor them to watch more movies at the cinema. Elderly people can be a good audience and also they area daytime audience. People of this age are time rich, maybe have more disposable income and havegrown up with cinema: Finding regular weekday daytime viewers would be fruitful for the cinema



Appendix B

Questionnaire

We are planning to set up a silver screen club at the Vue Cinema. It aims to provide elderly people achance to watch old films at discounted price. We will offer an annual membership as well as discountedticket prices for non members. The members will be offered free beverages during the screening of theold movies.

Please could you help us by answering the following questions which will enable us to design the club tomeet your needs and interests?

Name: Age: Tel no :

1 a) Please indicate how often you currently visit the cinema? Please √ one box.

Weekly

Monthly

Quarterly Other frequency (please

state)

1 b) i) Which of the following might prevent you from going to see a film at our cinema? Please √those which apply:

Lack of transport

Nobody to attend

Night time Movies

Too expensive

Don’t watch new films

None apply

ii) Any other reasons for not going to the cinema? Please state below ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________

1 c) Would you go to the cinema more frequently if old matinees were more frequently showed?Please √ one box.

Yes No Maybe

2) Which cinemas do you visit (please tick all that apply)

Vue

Odeon Stoke on Trent

The Stafford Cinema

Odeon Crew

Other (Please state thename)

3) Do you think regular screening of old matinees would attract more senior citizens to the cinema?Please √ one box.



Yes No (Please state reasons)

4) What types of films do you like to see? ( please √ all types that you are interested in)

NewReleases (3-6months afterrelease)

Oldies

Art House/World Films Kids Musicals Family movies Cartoons Romance Comedy Silent Movies Westerns Thrillers Horror Action Science Fiction Foreign Others please state

5) What refreshments do you like to be able to buy? Please √ as many as apply.

Tea

Sweets

Coffee

Crisps

Alcohol

Popcorn

Soft Drinks

6) Which showing times would you prefer? Please √ as many as apply?

a. Weekdays - Morning Evenings Night Showsb. Weekend - Morning Evenings Night Shows

7) How do you feel about these ticket prices? Please √ one box.

Members Non-membersNew releases £3.50 £4.50Other films £3.00 £3.50Old matinees £2.00 £2.50

Cheap Reasonable Expensive

8) Would you like an intermission (rather than letting the film run through) Please √ one box.

Yes No I am not bothered eitherway

9) Do you have any other ideas or suggestions about running a silver screen club at The Vue? _____________________________________________________________________________________ _____________________________________________________________________________



10) Name three of your favorite old movies.

______________________

______________________

______________________

11) Do you watch movies which focus on representing the middle aged on the silver screen?

Yes No

If yes, would you like to watch such movies in the cinema?

Yes No

12) Are you willing to take part in any follow-up activities relating to this survey?

Yes No



References

1. Clayson, Dennis E. Marketing Research: A Pragmatic Guide

2. Meir, Dan. The Seven Stages of Effective Survey Research Introduction to Marketing Research

3. Carl D. McDaniel and Roger H. Gates, Marketing Research Essentials, 2 nd ed. (Cincinnati South

Western College , 1998 ),61.

4. Bruce Wrenn, Robert. E . Stevens, and David L.Loudon, Marketing Research, Text and Cases,2 nd

ed.(Binghamton, NY: Haworth Press,2007),180.

5 . ”Questionnaire Design.” QuickMBA, http://www.quickmba.com/marketing/research/qdesign/

6. Theatrical Market Statistics (2013), Motion Picture Association Of America.

7. Cox, David. The Guardian (2012). How older viewers are rescuing cinema.

8. Treasa Kearney and Alex Smith. Marketing Research Lectures, Class: DH 0.21.

9. “Overview of Sampling Procedures ” (2012), Fairfax County Department of Neighbourhood and

Community Services

10. http://www.myvue.com

Documents

Final Market Reseaafasrch Assignement