Research Methodology

CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX
NAVNIRMAN INSTITUTE OF MANAGEMENT
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CHAPTER 1- INTRODUCTION TO CINEMA INDUSTRY IN INDIA
The cinema of India has had a profound effect on cinema across the world since the early 20th century. It consists of films produced across India, which includes the cinematic cultures of Andhra Pradesh, Assam, Bihar, Gujarat, Haryana, Jammu and Kashmir, Karnataka, Kerala, Maharashtra, Orissa, Punjab, Tamil Nadu, Uttar Pradesh and West Bengal. Indian films came to be followed throughout Southern Asia, the Greater Middle East, Southeast Asia, and the former Soviet Union. The cinemas as a medium gained popularity in the country as many as 1,000 films in various languages of India were produced annually. Expatriates in countries such as the United Kingdom and the United States continue to give rise to international audiences for Indian films of various languages. In the 20th century, Indian cinema, along with the Hollywood and Chinese film industries, became a global enterprise. At the end of 2010 it was reported that in terms of annual film output, India ranks first, followed by Hollywood and China. Enhanced technology paved the way for upgrading from established cinematic norms of delivering product, altering the manner in which content reached the target audience, as per regional tastes. Indian cinema found markets in over 90 countries where films from India are screened. India is the world's largest producer of films. In 2009, India produced a total of 2961 films on celluloid that include a staggering figure of 1288 feature films. The provision of 100% foreign direct investment has made the Indian film market attractive for foreign enterprises such as 20th Century Fox, Sony Pictures, Walt Disney Pictures and Warner Bros. Indian enterprises such as Zee, UTV, Suresh Productions, Adlabs and Sun Network's Sun Pictures also participated in producing and distributing films. Tax incentives to multiplexes have aided the multiplex boom in India. By 2003 as many as 30 film production companies had been listed in the National Stock Exchange of India, making the commercial presence of the medium felt.
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History:
Following the screening of the Lumiere moving pictures in London (1895) cinema became a sensation across Europe and by July 1896 the Lumire films had been in show in Mumbai. The first short films in India were directed by Hiralal Sen, starting with The Flower of Persia (1898). The first Indian movie released in India was Shree pundalik by Dadasaheb Torne on 18 May 1912 at 'Coronation Cinematograph', Mumbai. Torne is also considered as a Father of Indian Cinema. The first full-length motion picture in India was produced by Dadasaheb Phalke, Dadasaheb is the pioneer of Indian film industry a scholar on India's languages and culture, who brought together elements from Sanskrit epics to produce his Raja Harishchandra (1913), a silent film in Marathi. The female roles in the film were played by male actors. The first Indian chain of cinema theaters was owned by the Calcutta entrepreneur Jamshedji Framji Madan, who oversaw production of 10 films annually and distributed them throughout the Indian subcontinent. Raghupathi Venkaiah Naidu was an Indian artist and a pioneer in the production of silent Indian movies and talkies. Starting from 1909, he was involved in many aspects of Indian cinema's history, like travelling to different regions in Asia, to promote film work. He was the first to build and own cinema hall's in Madras. The Raghupathi Venkaiah Naidu Award is an annual award incorporated into Nandi Awards to recognize people for their contributions to the Telugu film industry. During the early twentieth century cinema as a medium gained popularity across India's population and its many economic sections. Tickets were made affordable to the common man at a low price and for the financially capable additional comforts meant additional admission ticket price. Audiences thronged to cinema halls as this affordable medium of entertainment was available for as low as an anna (4 paisa) in Bombay. The content of Indian commercial cinema was increasingly tailored to appeal to these masses. Young Indian producers began to incorporate elements of India's social life and culture into cinema. Others brought with them ideas from across the world. This was also the time when global audiences and markets became aware of India's film industry.
NAVNIRMAN INSTITUTE OF MANAGEMENT Page 3
CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX In 1927, the British Government, in order to promote the market in India for British films over American ones, formed the Indian Cinematograph Enquiry Committee. The ICC consisted of three British and three Indians, led by T. Rangachari, a Madras lawyer. This committee failed to support the desired recommendations of supporting British Film, instead recommending support for the fledgling Indian film industry. Their suggestions were shelved.
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1.1
Recent Trends in cinema industry :
Bollywood, or the Hindi film industry of India which produces almost 1000 films every year is the worlds largest film industry. From the time the first Indian sound film, Alam Ara was produced in 1931 till the present decade, this industry has a remarkably rich history of producing a variety of movies, showcasing different spheres of Indian life, in myriad themes, be it comedy, romance, thriller, horror or drama.
However, there has been a changing trend in the representation of Indian films through the years. The way movies were made in the 1950s is completely different from the way it is done in the twenty first century.
The Indian film industry can be broken down widely into four sub-categories.
The first phase would consist of the movies made from the 1940s till the early 1960s. This phase is called the Golden Era of the India cinema where critically acclaimed movies like Awaara(1951), Shree 420(1955) and Mother India(1957) to name a few were made. These movies revolved around the common man, who faced various struggles in life, which the audience could relate to and would finally come out as a man with the right morals. These stories showed the protagonist to be poor who even though wavered from his path (mainly due to greed and success) would finally realize his mistakes and be a better person in the end and overcome his troubles in a just manner.
The second phase is the phase from late 1960s to the early 1980s. This phase saw a distinctive shift in the general storyline of the movies. Movies like Aradhana( 1969) , Anand (1970) , Bobby (1973) and Sholay (1975) mark this period. These movies were more action based and romantic in nature. Violence became an integral part of the movies, and a lot of emphasis was given on villains, who were basically underworld mafias. The image of the angry young man was introduced here, a brooding hero who was very good at delivering his punches and kicks, would destroy the villains and win the ladys heart in the end. A lot of films during this time revolved around this basic theme.
The third phase is from the late 1980s till early 2000s. This phase saw the most diverse shifts in the movie-making procedure in India. Advanced technology was introduced in the country. The first Indian sci-fi movie Mr. India was released in 1987 which was a runaway hit. Romance was still the main theme. Comedy movies were also a hit in this phase. A lot of movies were shot abroad in this phase.
The last and the ongoing phase started in late 2000s. This phase introduced a lot of technical advancements in the ways movies are made. From Koi Mil Gaya(2003) till Ra.One(2011), movies put a greater emphasis on the visual effects rather than the story. A lot of movies have been shot abroad, with only the mention of India.
The main reason why there has been a shift in the content and the way movies are made in the last few decades is because the target audience has changed. In the early phases of the Indian cinema, the target audience was the poor people hailing from villages and the movies were made so that they could relate to the protagonist of the movies.
As time shifted, and the urban class expanded, the target audience now became the upper middle class or upper class, who related more with a hero who had money and big bungalows and bikes. Hence, in order to make a movie sell, a poor boy from a distant village would not be the formula. Even the rural audience is now more interested to watch movies where the dance sequel is shot in Switzerland or Egypt.
Most movies generally like to deliver what the audience desired, and thus the main reason for the shift in the theme and plot of movies would be the shift in the mindset of the people watching it. The Indian film industry has become more professional in the last few decades, where box office earning has a prominent importance. This makes it essential for the film makers to work on plots that they know would sell, and sell big, not only in India , but overseas as well, hence the dominance of NRIs in the recent past so that they can capture a wider domain of audience.
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CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX However, it would be wrong to completely write off the modern movies as movies made to earn huge profits as a long of main stream cinemas also focus on the eminent political, social and cultural issues of our countries and have been received well.
In conclusion, the changing patterns in movies are basically a result of the changing mindsets of the audience as well the bid to attract international audience who have different perspective than the ones for whom movies were made in the 1950s.
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1.2
MAJOR COMPANIES
Fame Cinemas (Fame India Ltd) is a company that owns and runs the FAME chain of multiplexes headquartered in Mumbai. It was established in 1999 as Shringar Cinemas Private Ltd. In 2004, upon conversion of Private Limited to a Public Limited Company, the name changed from Shringar Cinemas Private Limited to Shringar Cinemas Limited. In 2008, the name changed from Shringar Cinemas Limited to Fame India Limited. The Company went public in 2005 to raise money from equity market through an initial public offering. This helped opening up multiplexes across India. Today, Fame India Ltd. has 27 properties, 102 screens in 13 cities with presence in states of Maharashtra, Gujarat, Haryana, West Bengal, Jharkhand and Karnataka, with plan to open another 4 screens at Chandigarh and with seating capacity of 986 people. Big Cinemas, a division of Reliance MediaWorks Ltd (formerly known as Adlabs Films Limited) and a member of Reliance ADA Group is Indias largest cinema chain with over 515 screens in India, US, Malaysia and the Netherlands. The company accounts for 10 to 15% of box office contributions of large movies. Big Cinemas also operates in the United States, and the circuit accounts for about 30-35% of Hindi features box office collections and over 70% of Tamil and Telugu box office collections from the US. In Malaysia, the company now has 66 screens that play Hollywood features as well as Chinese and Tamil films to cater to the 1.5 million Tamil population. The company is also working towards establishing a presence in Netherlands and has associated with Pathe Theatres to begin screening Indian movies. Fun Cinemas is a cinema chain in India based in Mumbai, owned by the Essel Group and promoted by E-City Ventures. The company operates with the brand name Fun Cinemas (the premium brand) and Talkie Town(the value brand) for all theatrical presence and cinema activity and Fun Gaming, for all game-based leisure options. As of 2007, Fun Cinemas has a total of 55 screens in 16 multiplexes across India. The locations are Ambala, Gwalior, Bhopal, Chandigarh, Coimbatore, Kochi, Lucknow, Panipat, Mumbai, Gulbarga, Ahmedabad, Jaipur, Guwahati, Dibrugarh, Tinsukia and Agra.
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CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX Currently, the company has around 140 cinema screens: 45 premium screens under the Fun Cinemas brand and 90 digital screens. The company plans to have 300 Fun Cinemas screens, 250 Talkie Town screens and 1,000 digital screens by the year 2011. Priya Village Roadshow (PVR) Cinemas is one of the largest cinema chains in India. The company, which began as a joint venture agreement between Priya Exhibitors Private Limited and Village Roadshow Limited in 1995 with 60:40 ratio, began its commercial operations in June 1997 with the launch of PVR Anupam in Saket, India's first multiplex. By introducing the multiplex concept in India, PVR Cinemas brought in a whole new paradigm shift to the cinema viewing experience: high class seating, state-of-the-art screens and audiovisual systems. Cinemax (Cinemax India Ltd.) is an Indian company which operates cinemas. It belongs to the Kanakia group. The company operates one of the largest exhibition theatre chains in India with 36 properties with 123 screens. It is the largest multiplex chain in the Mumbai region. Cinemax runs Red Lounge at Bandra, Versova and Thane. This has high comfort recliners and comfortable push back seats. Cinemax is growing multiplex chain in India with their expansion into Bangalore, Coimbatore, Hyderabad, Allahabad, Indore, Bhopal, Kanpur, Panipat, Kolkata, Guwahati, Silguri, etc.
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CHAPTER 2 - COMPANY INTRODUCTION
2.1 INCEPTION /FOUNDER Company Profile PVR

PVR, a pioneer and a trailblazer in Multiplex development in India, is the largest cinema exhibition player in the country today. The company began its commercial operations in June 1997 with the launch of PVR Anupam in Saket, India's first multiplex. By introducing the multiplex concept in the country PVR Cinemas brought in a whole new paradigm shift to cinema viewing experience, high class seating, state of the art screens and audio visual systems. This catapulted the company to command a significant presence in New Delhi, National Capital Regions like Gurgaon & Noida, Bangalore, Hyderabad, Mumbai, Lucknow and Indore, making it the largest cinema exhibition chain in the country. PVR, in order to solidifying its exhibition growth and strength also ventured into the business of film distribution, set up PVR Pictures, a fully-owned subsidiary of PVR Ltd. PVR Pictures, a strategic business unit, specialises in acquisition and local distribution of films. The company in order to fuel its charted expansion plans has recently listed itself on the stock exchange raising Rs. 150 crores from the market.
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HISTORY
Post the tremendous success of PVR Saket and PVR Priya, a 25-year-old cinema completely renovated and brought into the fold of PVR in January 2000, PVR cinema gained dominance in the capital and expanded to West Delhi in 2001 with the launch of two new multiplexes -- PVR Naraina and PVR Vikaspuri and then PVR EDM in East Delhi. In May 2003, PVR Cinemas further expanded with opening a 7-screen cinema - PVR Europa in Gurgaon and PVR Faridabad and PVR SRS Faridabad in 2004. PVR Group has re-opened Delhi's oldest and most popular cinema halls, Plaza and Rivoli; now known as PVR Plaza and PVR Rivoli. These all-new single screen auditoriums has been renovated and refurbished to bring back its former glory. The cinema, unique in its nature, combines the look and feel of the 50s with the state-of-the-art cinema viewing technologies of today. In the mean time, PVR also brought North, its largest multiplex - "Spice PVR" with PVR's signature Gold Class cinema experience is being introduced for the first time in North India. Maintaining its leadership as the largest cinema exhibitor in the nation, PVR Cinemas to tap the emerging potential set its foot in southern India, opening India's largest multiplex (11 screens) in Bangalore and PVR Hyderabad in 2006. The company also forayed in other parts of the country with subsequent openings of PVR Juhu in Mumbai, PVR Lucknow and 5 screen PVR Indore this year and the very recent PVR Mulund in Mumbai and PVR Sahara Mall in Gurgaon, making the brand a Pan India presence of 70 screens nationwide, the largest in the country with pan India footprint in 9 cities.
PVR has also ventured into the business of film distribution and set up PVR Pictures, a fully owned subsidiary of PVR Ltd. PVR Pictures specialises in acquisition and local distribution of films. This is a strategic business unit aimed at solidifying PVR's exhibition growth and strength. To date, PVR Pictures has successfully released films produced by US-based production house Miramax such as Chicago . PVR Pictures has also signed a 50:50 joint venture with Ram Gopal
CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX Verma's Verma Corporation Limited/ K Sera Sera's production company 'Factory'. The new venture, titled 'PVR/Factory' operates under the PVR Pictures entity and has exclusive distribution rights in Delhi, Uttar Pradesh and Uttranchal.
CINEMAXs PROFILE
Cinemax are an emerging family entertainment centre focused primarily on Exhibition and Gaming zone. Cinemax is one of the largest Exhibition theatre chains in India operating 39 properties with 138 screens and 33,522 seats. They believe that they are one of the dominant players in Mumbai operating with 14 Locations with 45 screens a seating capacity of 11769 in and around Mumbai, which is home to the Hindi Film industry ('Bollywood'). Out of Mumbai we have 25 properties, 93 screens and 21,753 seats. They believe that our brand 'Cinemax' is one of the most recognizable film exhibition brands in the areas where we operate. They are part of the Kanakia Group, which has a track record of over 20 years in real estate development. As a result of a recent corporate restructuring, they presently own/ control all the movie exhibition businesses of the Kanakia group. The promoters experience in real estate helps us in identifying strategic locations at economical rates, and rapid and timely execution of projects with tight control on costs and quality.
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HISTORY
Cinemax was incorporated on May 22, 2002 under the Companies Act as Cineline Entertainment (India) Private Limited to primarily carry on the business of building, owning, and operating Multiplexes, Theatres and entertainment centres. The name of Cinemax Company was changed to Cinemax Cinemas (India) Private Limited on December 23, 2005. Cinemax were converted to a public limited company by a resolution of the members passed at the AGM held on June 12, 2006. The fresh certificate of incorporation consequent to the change of name of our Company was issued by the RoC on July 27, 2006. Cinemax was incorporated with its registered office at Acme Commercial Arcade, 4th Floor Trikamdas Road, Kandivali (W) Mumbai-400067, which was subsequently shifted to 5th Floor, 349 Business Point, Western Express Highway, Andheri (East), Mumbai 400069 consequent to the approval of the Board on March 28, 2006. Pursuant to the approval of our Board on August 25, 2006, the registered office of our Company was shifted from 5th Floor, 349 Business Point, Western Express Highway, Andheri (East), Mumbai 400069 to 805, 8th Floor, 349 Business Point, Western Express Highway, Andheri (East), Mumbai 400069, where it is presently situated. Cinemax had carried out a restructuring exercise, wherein seven of our group companies i.e. Rupam Private Limited, Hariyash Theatres Private Limited, Kanakia Shelters Private Limited, Kanakia Creators Private Limited, Vrushti Theatres Private Limited, Cineline Cinemas (India) Private Limited, and Cineline Multiplex Theatres (India) Private Limited (hereinafter referred to as the "merged entities") were merged with us with effect from April 1, 2006. The High Court of Bombay sanctioned the Scheme of Amalgamation on March 24, 2006. The restructuring exercise was done with a view to consolidate the Theatres and Multiplexes operated by us through various subsidiaries under the brand name of CINEMAX and also to facilitate cost effective regulatory compliance. Some of the salient features of the Scheme of Amalgamation are as follows. The entire business and whole of the undertakings of Rupam Private Limited, Hariyash Theatres Private Limited, Kanakia Shelters Private Limited, Kanakia Creators Private Limited, Vrushti Theatres Private Limited, Cineline Cinemas (India) Private Limited and Cineline Multiplex
CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX Theatres (India) Private Limited, as on the appointed date of April 1, 2006 was transferred to and vested in Cinemax so as to become assets and properties of Cinemax.
2.2 BRANCHES/LOCATIONS
PVR LOCATIONS
As of April 2010, PVR has a total of 166 screens in 38 multiplexes across India. PVR commands a significant presence in New Delhi and NCR with 37 screens in 13 multiplexes. PVR also has a strong presence in Nagpur, Chennai, Lucknow, Indore, Hyderabad, Bangalore and Ahmedabad. It is expanding to other parts of the country, especially in Mumbai with openings of PVR Juhu, where there are many other established multiplex. After the tremendous success of Cinema Europa in Delhi, PVR Cinemas has introduced the concept of luxury viewing to Bangalore as well. PVR also currently operates India's largest multiplex, PVR Bangalore, which has 11 screens multiplex which includes two ultra premium cinemas known as the Gold Class and two luxurious auditoriums called Cinema Europa. PVR recently launched its premium brand, PVR Premiere, targeted at urban consumers in metros, with the opening of PVR Select Citywalk in Select Citywalk. The company operates two other brands, PVR Talkies, the no-frills cinemas for consumers in tier II cities and the original PVR Cinemas targeted at the urban & semi-urban consumers. PVR has additional plans to invest Rs 300-400 crore to open 250 screens by 2010.
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CINEMAX
Ahmedabad Bengaluru Baroda Cochin Delhi Gandhinagar Guwahati Hyderabad Kanpur Kolkata Malegaon Mumbai Nagpur Nashik Panipat Pune Raipur Rajkot Siliguri Surat
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2.3 Recent News about Companies

Recent News about PVR:
PVR Cinemas gets Retailer of the Year award
PVR Cinemas has been conferred with the Retailer of the Year award by India Retail Forum 2007, for its corporate social responsibility initiatives including those for the underprivileged children. "This acknowledgement will most definitely reinforce and add vigour to our commitment on various initiatives for education, socio-economic development of underprivileged children at and around PVR Cinemas," PVR MD Ajay Bijli said. PVR Cinemas will have all its 162 screens equipped with Mumbai-based digital movie projection enabler Scrabble Entertainment's 2K systems by the end of this fiscal, an official said. Shares of PVR are up 3 per cent in early trade on Wednesday on the Bombay Stock Exchange in a flat market. "The value, flexibility and quality that 2K digital provides is far beyond the differential cost difference when compared to any other digital platform in the country. The stellar image on screen substantially improves the overall viewing experience of the consumer," PVR Cinemas Group President & CEO Pramod Arora said. "At PVR we have taken a conscious decision to always go with the best available technology" The company, which operates one of the largest cinema chains in India, has already converted 89 screens to digital. The remaining 73 screens will be converted within the next fortnight at an investment of Rs. 21 crore, Arora said. He said all future PVR properties will be 2K systems-compliant. The size of the entire partnership for digital conversion until December 2012 will be about Rs. 66 crore.
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Recent News about Cinemax:

Cinemax India to add 30 new screens in five months
Multiplex chain operator Cinemax India today said it will add about 30 new screens in the next five months to enhance presence across India entailing an investment of Rs 45 crore.The company that currently has around 105 screens is looking to strengthen its position in the cities such as Hyderabad, Pune, Bangalore, Surat, Raipur and Delhi. Cinemax multiplex, owned by the Kanakia Group, has landed in a soup with Nagpur consumer dispute redressal forum issuing it a fresh notice for not complying with its earlier orders regarding a misleading advertisement. A court comprising president VR Rane and member Milind Kedar ordered issue of bailable warrant of Rs 50,000 against Cinemax Theatres chairman Rasesh Kanakia, asking him to be present during the next hearing at the end of this month.
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CHAPTER 3 THEORETICAL FRAMEWORK OF STUDY

A theoretical framework consists of concepts, together with their definitions, and existing theory/theories that are used for our particular study. The theoretical framework must demonstrate an understanding of theories and concepts that are relevant to the topic of our research. The theoretical framework is not something that is found readily available in the literature.
Developing the theoretical framework:

Some strategies to develop of an effective theoretical framework:
1. Examine thesis title and research problem:

The research title or the research problem of our project is Customer preference between PVR and Cinemax. We have focused over various areas to determine the customer satisfaction level and its preference between the two Movie Experiencing Junctions.
2. Brainstorming on the key variables in our research:

The main points we have focused on are to find the customer preference between the two Multiplexes Giants and even their expectations from both the mutiplexes, their experience when they visited these multiplex, etc.
3. Review related literature: As it is a qualitative research, there is no specific literature to

our research problem, but we looked upon some of the topics regarding customer preference and learned the basic elements of customer preference so as to make our study easier. A theoretical framework is used to limit the scope of the relevant data by focusing on specific variables and defining the specific viewpoint (framework) that the researcher will take in analyzing and interpreting the data to be gathered, understanding concepts and variables according to the given definitions, and building knowledge by validating or challenging theoretical assumptions.
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CHAPTER 4- RESEARCH METHODOLOGY
Research is the systematic inquiry that provides information to guide managerial definition. More specifically, it is a process of planning, acquiring, analyzing, and interpretation of relevant data, information and insight to decision makers in ways to mobilize the organization to take appropriate action in turn maximize business performance. Research is a structural inquiry that utilizes acceptable scientific methodology to solve problems and create new knowledge which is generally applicable. Scientific method consists of a systematic observation, classification and interpretation of data.
4.1 Objectives of the study:

There are two types of objectives for the study- Primary and Secondary.
4.1.1 Primary Objective

Customer preference between PVR and Cinemax in Surat City.
4.1.2 Secondary Objectives

To know the perception of customers regarding PVR and Cinemax. To know the brand loyalty of customers towards PVR and Cinemax. To know the level of competition between PVR and Cinemax. To determine the customers satisfaction regarding consist multiplexes. To determine customers expectations regarding consist multiplexes. To know what factors affect customers preferences.
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4.2 Nature of research

Our research design is Descriptive in nature. Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. However, it does not answer questions about e.g. how/when/why the characteristics occurred, which is done under analytic research. In descriptive research, the researcher has much prior knowledge about the problem situation. It is characterized by the prior formulation of specific hypothesis. Thus, the information needed is clearly defined. As a result, it is preplanned and structured. There is a clear specification of the who, when, where, why and way (the six Ws) of the research.
4.3 Scope of research

Our project is based on the customer preference between PVR and Cinemax and the whole data is taken in the Surat city. This Report provides a frame of mind of people, what are the exceptions of consumer and upto how much level these expectations met. We have collected information mainly through primary data i.e. through questionnaire from the age group 15-45 years and who regularly watches movies in theatres.
4.4 Data collection

The data collection of our research report includes gathering of both primary and secondary data. Primary data is the first hand data which are selected at fresh and thus happens to be original in character. Primary data was useful to know various customers and past consumers views about watching movies at PVR and Cinemax and to calculate the market share of these consist multiplexes. Thus the primary data is collected with the help of a survey tool i.e. questionnaire. In all we have collected data from 160 samples.
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CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX Secondary data are those data which are collected by someone else and which have already been passed through statistical process. Secondary data in our research has been taken from internet, companys websites, newspapers and magazines.
4.5 Data collection time period

We have collected primary data within 15-20 days and our secondary data was collected around 30 days.
4.6 Sampling
A Sampling is a part of the total population. It can be an individual element or a group of elements selected from the population. Although it is a subset, it is representative of the population and suitable for research in terms of cost, convenience, and time. The sample group can be selected based on a probability or a non-probability approach. A sample usually consists of various units of the population.
4.6.1 Sample size

The sample size of a statistical sample is the number of observations that constitute it. It is typically denoted n, a positive integer (natural number).For example, if we interviewed 30 random students at a given high school to see if they liked a certain music artist, "30 students" would be our sample size. In our research the total sample size is 175 observations (respondents).
4.6.2 Sample frame

A sampling frame is a list or other device used to define a researcher's population of interest. The sampling frame defines a set of elements from which a researcher can select a sample of the target population.
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CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX In our research we have targeted age group of 15-45 years in Surat city. Our survey was done at Piplod Road, Citylight Road, Ghod-Dod Road, Bhatar Road and Udhna.
4.6.3 Sample Element

Sample elements means who the respondents are in your survey. Respondents include youth, mid-aged people, kids, old-aged people, male, female, etc. In our research the sample elements are mainly the youth and mid-aged people.
4.6.4 Sampling Method

Sampling methods are classified as either probability or non-probability. In probability samples, each member of the population has a known non-zero probability of being selected. Probability methods include random sampling, systematic sampling, and stratified sampling. In nonprobability sampling, members are selected from the population in some nonrandom manner. These include convenience sampling, judgment sampling, quota sampling, and snowball sampling. The advantage of probability sampling is that sampling error can be calculated. Sampling error is the degree to which a sample might differ from the population. When inferring to the population, results are reported plus or minus the sampling error. In non-probability sampling, the degree to which the sample differs from the population remains unknown. In our research we have used Convenience sampling method which is included in Nonprobability method. Convenience sampling, as the name implies, the sample is selected because they are convenient. This non-probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample.
4.6.5 Survey Tool

In our research we have used questionnaire as our survey tool. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case.
CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX 4.7 Response rate Response rate (also known as completion rate or return rate) in survey research refers to the number of people who answered the survey divided by the number of people in the sample. It is usually expressed in the form of a percentage
Response rate =
100 =
100 = 91.42%
4.8 Pilot survey A Pilot survey is a preliminary piece of research conducted before a complete survey to test the effectiveness of the research methodology. This should be completed before the final survey commences. The intention is to alert the surveyor to any difficulties that were not anticipated at the survey proposal stage. Pilot surveys are undertaken after pre-tests.
Total no. of pilot survey conducted = 10 Total no. of questions = 20
Effect of pilot survey While conducting the survey we get to know about few mistakes in preparing which we had done in preparing the question, so we liberalize the language of the questions and eliminated the unnecessary questions.
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4.9 Limitations of Research Study:

1. Research work was carried out in Surat only. The findings may not be applicable to the other parts of the country because of individual psychological differences. 2. The sample was collected using convenience-sampling techniques. As such result may not give an exact representation of the population. 3. Shortage of time is also a reason for incomprehensiveness. 4. The views of the people may be biased, hence may not reflect true picture 5. Due to busy schedule of respondents, they may not fill the questionnaire with their true feeling regarding their preference. 6. Questions may not be fully understood by the respondents and hence cannot yield accurate result.
7. The depth of the questions is limited as the questions are close ended and so the
respondents cannot express their views in detail.
4.10 Importance of the study:

1. The researcher can come to know about the demand of the product or service 2. The researcher can come to know about the customer satisfaction with the product and service 3. With the help of research, the researcher knows if there is any limitations in the product and what is to be done to make it more effective and increase the demand risk and uncertainties are also known. 4. It can provide a very detailed information about a particular subject that it would not be possible to acquire through another type of experimentation. 5. Research is simply the act of taking action to find out information. 6. A research method is one particular way in which you can verify or discover a set of data. 7. It is the fountain of knowledge and provides guidelines for solving problems. 8. It is important in industry and business for higher gain and productivity and to improve the quality of products.
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CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX 9. It leads to the identification and characterization of new materials, new living things, new stars, etc. 10. Only through research can inventions be made; for example, new and novel phenomena and processes. 11. Well-conducted research is vital to the success of global heath endeavors. Not only does research form the foundation of program development and policies all over the world, but it can also be translated into effective global health programs.
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CHAPTER 5 ANALYSIS AND INTERPRETATION OF DATA
Question Respondents who visited any of these Movie Theatres Respondents who preferred Parking Facility Respondents who liked Ticket Counter of these Theatres Respondents who preferred Website of these theatres Respondents who favoured the Ambience Respondents who enjoyed the Seating experience Respondents who enjoyed the Viewing Experience Respondents who liked the Sound Quality of Theatres Respondents who liked the Ticket price as fair Respondents who enjoyed the Snacks of these Theatres Respondents who liked the Marketing Strategy
PVR 53 37 66 40 64 54 53 56 65 46 50
Cinemax 43 56 48 42 40 38 48 49 57 72 46
Both 64 67 46 62 56 68 59 55 38 42 64
Total 160 160 160 144 160 160 160 160 160 160 160
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PVR
70 60 50 40 30 20 10 0
Interpretation of Chart 1:
The Major aspects that have been considered well about PVR by Respondents include the Ticket Counter, Ambience, Ticket Price and the Waiting lounge. Hence the company should look after to maintain them and create a good impression in the minds of the people. The aspects about PVR that lack support from the Respondents are Parking Facility, Website and Snacks, which have to be improved if the company wants to have a grip over the market.
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Question
PVR 53 37 66 40 64 54 53 56 65 46 50
Cinemax 43 56 48 42 40 38 48 49 57 72 46
Both 64 67 46 62 56 68 59 55 38 42 64
Total 160 160 160 144 160 160 160 160 160 160 160
Respondents who visited any of these Movie Theatres Respondents who preferred Parking Facility Respondents who liked Ticket Counter of these Theatres Respondents who preferred Website of these theatres Respondents who favoured the Ambience Respondents who enjoyed the Seating experience Respondents who enjoyed the Viewing Experience Respondents who liked the Sound Quality of Theatres Respondents who liked the Ticket price as fair Respondents who enjoyed the Snacks of these Theatres Respondents who liked the Marketing Strategy
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Cinemax
80 70 60 50 40 30 20 10 0
The Major components that the Respondents have relied on in Cinemax include the Parking facility, Ticket Price and the Snacks. Therefore, the company should take them as strong points from point of view of its customers and should market these points by making other people aware of it. The aspects which have lacked support from Respondents about Cinemax include Ambience, Seating, Website and the Sound Quality of the Theatre, so the company should make proper efforts to develop them as per the needs and desires of the people.
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Question
PVR 53 37 66 40 64 54 53 56 65 46 50
Cinemax 43 56 48 42 40 38 48 49 57 72 46
Both 64 67 46 62 56 68 59 55 38 42 64
Total 160 160 160 144 160 160 160 160 160 160 160
Respondents who visited any of these Movie Theatres Respondents who preferred Parking Facility Respondents who liked Ticket Counter of these Theatres Respondents who preferred Website of these theatres Respondents who favoured the Ambience Respondents who enjoyed the Seating experience Respondents who enjoyed the Viewing Experience Respondents who liked the Sound Quality of Theatres Respondents who liked the Ticket price as fair Respondents who enjoyed the Snacks of these Theatres Respondents who liked the Marketing Strategy
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Both
80 70
60
50
40
30
20
10
By looking at this Chart, we can at first conclude that majority of the Respondents have been neutral in their stand between PVR and Cinemax and have preferred both the Multiplexes in various aspects such as Parking Facility, Seating, Viewing experience and even the Marketing strategies of both the companies have been favored by majority of the Respondents. Both the Companies should make their websites user friendly and easy to understand so that people dont find it difficult to book their tickets online and hence can be able to save time.
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Ratings Sanitary facility Security Sound Screening(viewing) Food Lounge(waiting) Behaviour of Support Staff Comfortability in Seating Parking Facility Ambiance
PVR
943 1120 895 913 544 802 944 968 577 972
Cinemax
657 480 705 687 1056 798 656 632 1023 628
Total
1600 1600 1600 1600 1600 1600 1600 1600 1600 1600
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1200
1000
800
600 pvr cinemax 200
400
In Chart 3, we have combined the ratings of 160 respondents about each of the Multiplexs main elements and thereby compare them upfront. Through chart, we can easily conclude that PVR has outclassed Cinemax in the aspects such as Sanitary Facility, Security, Sound and Screening. Even the aspects such as Ambience and Comfortabilty in seating have been excelled in PVR as compared to Cinemax, whereas in Waiting Lounge the battle has been neck and neck.
It is not certain that only PVR has outclassed Cinemax, even Cinemax has made a mark among its customers as the facilities like Food and Parking Facilities have a good impact on the minds of the people and hence favored Cinemax for it. NAVNIRMAN INSTITUTE OF MANAGEMENT Page 37
CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX Preferable Facilities Sanitary Facility Security Sound Screening(viewing) Food Lounge(waiting) Behaviour of support staff Comfortability in seating Parking facility Ambiance PVR
111 94 87 104 45 86 91 99 41 91
Cinemax
49 66 73 56 115 74 69 61 119 69
140 120 100 80 60 pvr 40 20 0 cinemax
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In this Chart, we have combined the response of all respondents over different facilities in PVR and Cinemax Multiplex and hence drawn results from it. It can be noticed that the Sanitary Facility, Security, Screening(viewing), Behaviour of support staff, Ambiance of PVR are far more favored by the respondents than the simlilar facilities provided by Cinemax. Whereas on the other hand services like Food and Parking Facility are favored by respondents for the Cinemax Multiplex and hence result can be drawn from such data regarding improvement in services for both the Multiplex.
Ranking (PVR) Sanitary facility Security Sound Screening(viewing) Food Lounge(waiting) Behaviour of supportstaff Comfortability in seating Parking facility Ambiance Total
1 0 0 32 69 7 5 0 24 0 23
2 0 0 66 42 4 4 0 22 0 22
3 0 0 33 37 8 7 0 38 0 37
4 0 12 20 7 15 23 0 42 0 41
5 0 23 9 5 35 25 0 32 0 31
6 15 24 0 0 46 28 15 2 24 6
7 21 48 0 0 25 31 23 0 12 0
8 39 33 0 0 17 14 23 0 34 0
9 43 16 0 0 3 23 43 0 32 0
10 42 4 0 0 0 0 56 0 58 0
Total 160 160 160 160 160 160 160 160 160 160
160 160 160 160 160 160 160 160 160 160
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80
70
60 sanitary facility security 50 sound screening(viewing) 40 food lounge(waiting) behaviour of support staff 30 comfort ability in seating parking facility 20 ambiance
10
0 1 2 3 4 5 6 7 8 9 10
In this chart, we have gathered the ranks given by Respondents to various facilities of PVR Multiplex and drawn conclusions from it. It can be seen that majority of Respondents have given the first rank to Screening i.e. viewing experience of PVR, where as the Sound as second, security as third, food as fourth rank and so on. It can be noticed that Sanitary Facility has been given last rank and so it can be deduced from it that Sanitary facilities are the least important.
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Ranking (Cinemax) Sanitary facility Security Sound Screening(viewing) Food Lounge(waiting) Behaviour of support staff Comfort ability in seating Parking facility Ambiance Total
1 0 0 30 71 9 7 0 22 0 21
2 0 0 68 40 2 2 0 24 0 24
3 0 0 31 39 10 9 0 36 0 35
4 0 10 22 5 13 21 0 44 2 43
5 0 25 9 5 33 27 0 30 2 29
6 14 22 0 0 48 26 13 4 25 8
7 25 50 0 0 23 33 25 0 4 0
8 37 31 0 0 19 12 21 0 40 0
9 40 18 0 0 3 23 45 0 31 0
10 44 4 0 0 0 0 56 0 56 0
Total 160 160 160 160 160 160 160 160 160 160
160 160 160 160 160 160 160 160 160 160
80
70
60
sanitary facility security
50
sound screening(viewing)
40
food lounge(waiting)
30
behaviour of support staff comfort ability in seating
20
parking facility ambiance
10
0 1 2 3 4 5 6 7 8 9 10
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Interpretations of Chart 7:
Similar to Chart 6, here also we have gathered the ranks given by Respondents to various facilities of Cinemax Multiplex and drawn conclusions accordingly. From the Chart, it can be deduced that the first rank is given by Respondents to Screening or the Viewing experience in Cinemax, the next as Sound, third as Comfortabily in Seating and so on till the last rank to Sanitary Facilities.
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Page 43
CHAPTER 7 - FINDINGS OF THE STUDY
We have found that respondents have majorly preferred PVR far more than Cinemax as the Brand PVR is famous and has maintained its quality throughout its journey in the Multiplex Industry. Cinemax has been preferred by people who are price sensitive and also those who like to have good food in theatres while watching movie. The Ratings and Rankings are the best source through which comparison can be done on the two Multiplex giants of Surat city and conclusions can be drawn such as PVR is best in Screening, Sound, Ambience, etc, whereas Cinemax has outclassed PVR in Food, Tickets Price and Parking Facilities. Both the Multiplex giants have to work hard to leave their presence on the mind of its customers due to huge competition among them. They focus on maintaining their strong aspects and constantly working hard to improve their weaker aspects in their field.
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CHAPTER 8 RECOMMENDATIONS
1) PVR should bring down its prices to attract more customers. 2) PVR should also open a new ticket counter at ground floor, so the customers can get comfortable in booking ticket in advance. 3) PVR should improve their parking facilities and provide service like valet parking, etc. 4) Cinemax should improve its screening and sound facilities so as to be competent enough against its competitors. 5) Cinemax should improve their security and ambience aspect. 6) Cinemax and PVR should improve their sanitary facilities as the customer expects the multiplexes to be clean and of international standards. 7) Cinemax and PVR should improve upon their online booking service and make it convenient and safe to book via Credit or Debit Cards. 8) Both the multiplex should provide various offers to enhance sales during week days.
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BIBLIOGRAPHY
Books Referred:
KOTHARI C.R., Research Methodology, 1st Edition, WISHWA PRAKASHAN KOLTER PHILIP, Marketing Management, 8th Edition, Analysis, Planning & Control Pearson Publications
Websites Referred:
www.cinemax.co.in- Dated 17th September 2012 www.PVRcinemas.com- Dated 18th September 2012 www.slideshare.com- Dated 18th September 2012 www.scribd.com- Dated 19th September 2012 www.oppapers.com- Dated 19th September 2012 www.blurrit.com- Dated 19th September 2012
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CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX

NAVNIRMAN INSTITUTE OF MANAGEMENT

CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX

CHAPTER 1- INTRODUCTION TO CINEMA INDUSTRY IN INDIA

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CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX

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Recent Trends in cinema industry :

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CHAPTER 2 - COMPANY INTRODUCTION

2.1 INCEPTION /FOUNDER Company Profile PVR

NAVNIRMAN INSTITUTE OF MANAGEMENT

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NAVNIRMAN INSTITUTE OF MANAGEMENT

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2.3 Recent News about Companies

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Recent News about Cinemax:

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NAVNIRMAN INSTITUTE OF MANAGEMENT

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CHAPTER 3 THEORETICAL FRAMEWORK OF STUDY

Developing the theoretical framework:

1. Examine thesis title and research problem:

2. Brainstorming on the key variables in our research:

3. Review related literature: As it is a qualitative research, there is no specific literature to

CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX

NAVNIRMAN INSTITUTE OF MANAGEMENT

CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX

CHAPTER 4- RESEARCH METHODOLOGY

4.1 Objectives of the study:

4.1.1 Primary Objective

4.1.2 Secondary Objectives

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CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX

4.2 Nature of research

4.3 Scope of research

4.4 Data collection

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4.5 Data collection time period

4.6.1 Sample size

4.6.2 Sample frame

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4.6.3 Sample Element

4.6.4 Sampling Method

4.6.5 Survey Tool

Total no. of pilot survey conducted = 10 Total no. of questions = 20

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CUSTOMER PREFRENCE BETWEEN PVR AND CINEMAX