054

A
WINTER TRAINING REPORT
ON
STUDY PERCEPTION TOWARDS SERVICE

FLOWER OF PVR CINEMA IN SURAT CITY
SUBMITTED BY:
KUMBHAR KOMAL B.
(13BBA054)
SUBMITTED TO
MR. SHAILESH LIMBAD
BBA PROGRAMME
(2015-16)
SHREE J. D. GABANI COMMERCE COLLEGE &

SHREE SWAMI ATMANAND SARASWATI COLLEGE
OF MANAGEMENT,
VNSGU, SURAT.
CERTIFICATE
This is to be certifying that the winter training report has been prepared by Komal
Kumbhar(054), under my guidance and supervision. This project embodied the
result of her work and is of standard expected from the degree of B.B. A.
The report submitted towards the partial fulfilment of the requirement for the
degree if B.B.A. has been found satisfactory.
I/c Principal Name of the Guide
Dr.P.R.Patel Mr.Shailesh Limbad
Date:-
Place: - Surat
i
DECLARATION
I Komal Kumbhar(054), hereby declared the this winter training report

submitted to Shree J.D.G. Commerce College & Shree S.A.S. College of
management, surat, in the fulfilment of requirement of BBA (Bachelor of
Business Administration)degree. The project is result of my own carried
out during Jan-Feb 2014.
This project report is entirely an outcome of my own efforts and has not
been previously submitted to any other university or institute for any
other examination and for any other purpose by any other person.
Komal Kumbhar
13BBA054
ii
ACKNOWLEDGEMENT
The satisfaction that accompanies the successful completion of any task

would be incomplete without the mention of the leaders, whose constant
guidance and encouragement crown all the efforts with success.
I would like to extend my gratitude to my principal Dr.P.R.Patel and I

also tell thanks to Mr.Shailesh Limbad for his efforts, guidance valuable
comments and suggestions for making this report helped me to complete
my report on the practical study on the practical study and gave
contribution to improve and extend my practical knowledge.
Komal Kumbhar
13BBA054
iii
Executive summary
I have mentioned all the information which is true and useful in knowing
in-depth concept of service flower and its affect to the Cinemas. This
project report is written in according with the ‘Bachelor of Business
Administration (BBA)’ programmer; prescribe by Veer Narmad South
Gujarat University, Surat.
It offers the best opportunity for the management student to get

fundamental knowledge and experience to stand on their own feet and
survive. This project report is based on my elective subject of “Studythe
Perception towards Service Flower of PVR Cinema in Surat City” as
a part of my project work.
This report is prepared with the help of primary and secondary data.
Primary data was collected by direct from respondent with the help of
questionnaire.
Secondary data was collected from the book, internet, newspaper, and
magazines,
This report includes five chapters.

The first chapter is industry and company profile. It includes information
and overview of Cinema industry.
The second chapter is literature review. Literature review explains

previous study on services provided by the Cinema industry. It also
explains the previous study about the customer perception towards
Cinema services.
iv
The third chapter is research methodology. Research methodology
provides information about sample size, sampling design, sampling unit;
research instrument used problem statement, research objective,
research design, data collection methods and limitation of the study.
The fourth chapter is data analysis. In it all the collected information are
analyzed through SPSS 15, Ms Word and all the collected information is
shown through bar chart.
The six chapter is findings. Research finds out some important facts
which are explained in finding after research work.
The last chapter is conclusion. It shows the overall conclusion about

Cinema industry. In bibliography which websites and books used in
report is mentioned.
v
TABLE OF CONTENTS
CHAPTER TITLE PAGE NO.
Title page
Certificate
Declaration
Acknowledgement
Executive summary
1 Industry profile 1-9
2 Company profile 10-14
3 Literature review 15-17
4 Research methodology 18-20
5 Data analysis 21-36
6. Findings 37-39
7. Conclusion 40
Bibliography
Annexure
CHAPTER:- 1
INDUSTRY
PROFILE
HISTORY OF INDIAN CINEMAS
Following the screening of the Limier moving pictures in London (1895)
cinema became a sensation across Europe and by July 1896 the Limier
films had been in show in Bombay (now Mumbai).The first short films
in India were directed by HiralalSen, starting with The Flower of Persia
(1898).The first Indian movie released in India was Shree pundalik a
silent film in Marathi by Dadasaheb Torne on 18 May 1912 at
'Coronation Cinematograph', Mumbai. The first fulllength motion
picture in India was produced by DadasahebPhalke, 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 theatres was owned by the Calcutta entrepreneur
JamshedjiFramjiMadan, who oversaw production of 10 films annually
and distributed them throughout the Indian subcontinent.
RaghupathiVenkaiah 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 RaghupathiVenkaiah
Naidu Award is an annual award incorporated into Nandi Awards to
recognise people for their contributions to the Telugu film industry.
After Indian independence the cinema of India was inquired by the S.

K. Patil Commission. S.K. Patil, head of the commission, viewed cinema
in India as a 'combination of art, industry, and showmanship' while
noting its commercial value. Patil further recommended setting up of a
Film Finance Corporation under the Ministry of Finance.
The Indian film industry is the largest film industry in the world in
terms of the number of films produced and admissions each year.
1
Revenue for 2004 was estimated at Rs. 59 billion (US$1.3 billion),
which was less than 1% of global film industry revenue and a fraction
of the U.S. Film industry revenue, which was US$9.49 billion in 2003.
Nearly 80% of Indian Industry revenues come from Domestic and

Overseas Theatrical.
On the contrary US Film Industry earns only 35% from box office sales
and remaining 65% is derived from other revenue sources.
This clearly signifies the onset and potential of Multiplexes in the
Indian Film Exhibition Sector.
2
INDIAN FILM EXHIBITION INDUSTRY
 The Indian film exhibition sector had revenues of Rs. 34 billion in

2004.
 The Film Exhibition Industry can be divided into two segments:
 Single and double-screen cinemas and
 Multiplex cinemas, i.e. three screens or more.
 As of March 2005, there were approximately 12,000 cinemas in India
of which 73 were multiplexes with a total of 276 screens.
 Multiplexes constitute only 0.6 % of about 12,000 cinema halls in
India, but account for 28% to 34 % of the box office take for the Top
50 films in 2004.
3
The Film Exhibition Industry:
 More than 60 additional multiplexes with more than 220 additional

screens are slated to commence operations by the end of 2006, a
growth rate of 80-100%.
 Average price of a ticket for a multiplex cinema is Rs. 75 - 85 but
the number of screens in multiplexes represented only 2.3% of total
screens in India as of March 2005.
 An increase in the number of Multiplex screens should result in an
increase in film exhibition revenues, so the opening of new
Multiplexes represents a significant growth opportunity for the
industry.
Screen per Million population
 In India, the number of screens per million of population is just 12

whereas the average in western countries is 40.
 India needs 20,000 screens to cater the entire cinema viewing
population.
4
Geographic Distribution of Theatres across India
5
HISTORY OF MULTIPLEX
 A multiplex is a movie theater complex with multiple screens,

typically six, ten, or more screens. They are usually housed in a
specially designed building. Sometimes, an existing venue
undergoes a renovation where the existing auditoriums are split into
smaller ones, or more auditoriums are added in an extension or
expansion of the building. The largest of these complexes can sit
thousands of people and are sometimes referred to as a megaplex.
Kinepolis Madrid opened in Spain on 17 September 1998; it is the
world's largest cinema complex and has a total seating capacity of
9,200 with 25 screens, each seating between 211 and 996 people.
The world's tallest cinema complex is the Cineworld Glasgow
Renfrew Street in Scotland at 203 feet. Opened in 2001, it has 18
screens and seats 4,300 people.
 In India, the mushrooming of multiplexes since the mid-90s has

changed the dynamics of the Indian Film Industry. India's first
multiplex was MARIS COMPLEX with 5 screens in it and was
opened in 80s in Tiruchirappalli. Production costs are now
recovered in days, not months and viewers have accepted the
concept. There have been concerns over high ticket prices, and the
phenomena has predominantly been restricted to the larger cities,
but Indian cinema chains like INOX, PVR (Priya Village Roadshow),
Sathyam Cinemas and CineMAX are changing the rules of exhibition
in the world's largest film industry. The largest multiplex in India is
the 16-screen multiplex by Mayajaal in Chennai.
Number of Number of Number of Number of Seats &

screens multiplex screens seats Screens
3 screens 40 120 43143 360
4 screens 21 84 25862 308
6
5 screens 6 30 10148 338
6 screens 4 24 6991 291
More than 6 2 18 3326 185

screens
KEY PLAYERS OF CINEMAS
Company Properties Screens Seats
PVR Cinema 7 34 7333
Inox 5 25 7344
Adlabs 4 14 5666
Wave cinema 3 13 4380
Four largest multiplex operators of India tabulated above

operate 86 screens spread across 19 properties with a
cumulative seating capacity of 24,723.
Key Player: PVR Cinema:
PVR Cinemas setup India’s first multiplex in 1997 at Delhi. The

Company has been funded by ICICI Venture and is in final
stages of closing second round of equity funding for future
expansion. PVR Cinemas is focusing on developing multiplex
properties in Northern, Western and Southern India
(Bangalore & Hyderabad).
Existing Location of PVR Cinemas
Name Location Screens Seats
PVR Bangalore Bangalore 11 NA
7
PVR Priya Delhi NA 944
PVR saket Delhi 4 1000
PVR EDM Ghaziabad 3 720
PVR plaza Delhi NA 300
PVR indore Indore 5 1199
PVR Surat Surat 10 999
Key Player: Inox leisure Cinema:
Inox Leisure plans to target very specifically cities in South India

like Bangalore, Chennai, Hyderabad, and Vishakhapatnam.
Existing Location of Inox Leisure Cinemas
City Location Screens Seats
Mumbai Nariman point 5 1335
Bangalore Magrath Road 5 1103
Vadodara Race Course circle 4 1318
Pune Bund garden 4 1316
Goa Panji 4 1271
Surat VR mall 6 1860
Key Player: Adlabs:
Adlabs Films Ltd was founded by Mr.Manmohan Shetty and

Mr.VasanjiMamania. In 2005, (Reliance - ADA Group) acquired a
8
50.16% stake in Adlabs Films Limited. Existing Location of Adlabs
Cinemas
Name Location Screens Seats
Metro Adlabs Mumbai 6 1491
MangalAdlabs Indore 4 1102
Himalaya Adlabs Ahmedabad 5 1200
Dattani mall Thane 4 1100
Palm beach New Mumbai 4 1008
Key Player: Wave Cinema:

Wave Cinemas is a part of The Chadha Group. Currently operates 13
screens spread across 3 properties. With existing operations in
Noida, Kaushambhi and Lucknow. Wave Cinemas is a regional
player focusing on Northern India. Penetrating in untapped raw
territory in UP and Ghaziabad.
Existing Location of Wave Cinemas

Location Screens Seats
Noida 5 1804
Ghaziabad 4 1192
Lucknow 4 1394
9
CHAPTER:-2
COMPANY
PROFILE
 PVR Cinemas setup India’s first multiplex in 1997 at Delhi. The
Company has been funded by ICICI Venture and is in final stages of
closing second round of equity funding for future expansion. PVR
10
Cinemas is focusing on developing multiplex properties in Northern,
Western and Southern India (Bangalore & Hyderabad).
 Priya Village Road show (PVR) Cinemas is one of the cinema

chains in India. The company, which began as a joint venture
agreement between Priya Exhibitors Private Limited and Village
Road show Limited in 1995 with 60:40 ratios, began its commercial
operations in June 1997 with the launch of PVR Anupam in Skate,
India's first multiplex. Priya Exhibitors were the owners of the Priya
theatre in BasantLok Market, and they acquired Anupam Theatre in
Saket and under PVR launched a multiplex.
 A distributor of Hollywood films put him in touch with Village

Roadshow, which wanted to expand in India. Although it was
initially undertaken to renovate the VasantVihar hall and to convert
Priya into a multiplex, but Ajay Bijli began to look for another
location and zeroed in on Anupam, in South Delhi’s Saket area,
which was extremely dilapidated at the time. Bijli took it on lease
and converted it into a four-pollex, sowing the seeds of the
multiplex phenomenon in the country.
 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.
 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.
11
 The company also forayed in other parts of the country with
subsequent openings of PVR Juhu in Mumbai, PVR Lucknow and 9
screen PVR surat 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.
 The company also operates a film distribution and production

business through PVR Pictures, a 100% subsidiary of PVR Ltd. The
movies co-produced by PVR Pictures include "TaareZameen Par",
"JaaneTuYaJaane Na", "Aisha" etc. Apart from the movies
coproduced, some of the other movies distributed by PVR include
"Ghajini", "Golmaal Returns", "Sarkar Raj", "Lions of Punjab", "Tum
Mile", "Aviator", "Chicago", "Hannibal Rising", "Don", Twilight
Series", " Action Replay" to name a few.
 The company has definite plans to grow multifold over the next 3-5
years with plans to set up 300 screens and expand to 40 cities from
20 cities at present. The company will continue to provide cinema
viewing experience equipped with superior quality ambience,
technologically updated systems and best service standards to
ensure customer delight and unmatched cinema viewing
experience. The company also aims to set up more bowling centres,
ice skating rinks and expand its presence in key cities and become
a dominant player in the Retail entertainment space at pan India
level.
Major event:
 November, 1994 Joint venture agreement executed between Village

Roadshow Limited, Australia and PEPL.
12
 April, 1995 Our Company was incorporated as a joint venture between
Village Road show Limited and PEPL.
 June, 1997 Opened India's first Multiplex Cinema PVR Anupam, a

four-screen cinema, at Saket, New Delhi.
 June, 1997 Computerized box office operations by selling

computerized tickets at our cinema, PVR Anupam.
 January, 2000 commenced single-screen cinema PVR Priya at

VasantVihar, New Delhi.
 August, 2001 Opened a four -screen Multiplex Cinema, PVR Naraina

in New Delhi.
 November, 2001 opened a three-screen Multiplex Cinema, PVR
Vikaspuri in New Delhi.
 November, 2002 PEPL acquired the entire share holding held by

Village Road show Limited in our Company.
 May, 2003 opened a seven-screen Multiplex Cinema, PVR Gurgaon at

the Metropolitan mall, Gurgaon, Haryana.
 November, 2004 Opened India's largest Multiplex Cinema, PVR

Bangalore, with eleven screens at the Forum mall, Koramangla,
Bangalore.
 March, 2005 opened our tenth Multiplex Cinema, PVR EDM, a

threescreen cinema at East Delhi mall, Uttar Pradesh.
 2010
PVR Opens another Multiplex in Raipur, Chhattisgarh.
PVR Opens another Multiplex at Allahabad, U.P.
PVR Opens two Multiplexes at Ghaziabad, U.P.
13
PVR mergers with Leisure World Private Limited ("LWPL").
 2011
IMAX and PVR Cinemas sign Four Theatre Deal in India.PVR

Opens Multiplex at The Celebration Mall situated at
Udaipur.Opening of another Multiplex at "The RahulRaj Mall"
situated at Surat.Opening of another Multiplex at "Ambiance
Mall", VasantKunj, and New Delhi.
 2012
Opening of Multiplex at "Avani Riverside Mall", Howrah.
Opening of Multiplex at "Nanded".
PVR opens multiplex in Bilaspur, Chhattisgarh.
Upcoming of PVR Cinemas
Name Location Screens
Bharti Pavilion Mall Ludhiana 7
Pacific Mall Dehradoon 5
North Country Mall Mohali,Panjab 9
14
CHAPTER:-3
LETERETURE
REVIEW
Dabholkar Pratibha et al. (1995) Current measures of service flower
do not adequately capture customers' perceptions of service flower for
retail stores (i.e., stores that offer a mix of goods and services). A
hierarchical factor structure is proposed to capture dimensions
important to retail customers based on the retail and service quality
literatures as well as three separate qualitative studies. Confirmatory
factor analysis based on the partial disaggregation technique and
cross-validation using a second sample supports the validity of the
scale as a measure of retail service flower. The implications of this
Retail Service flower Scale for practitioners, as well as for future
research, are discussed.
Nitin Seth et al. (2005) The main objective of this paper is to critically
appraise various service flower and identify issues for future research
based on the critical analysis of literature. The paper critically
examines 19 different service flower models reported in the literature.
The critical review of the different service flower models is intended to
derive linkage between them, and highlight the further research. The
growth of literature in the field of service flower seems to have
developed sequentially, providing a continuous updating and learning
from the findings/observations of predecessors. This paper provides
new directions to service flower researchers. This paper explores new
directions in service flower research and offers practical help to
researchers and practitioners in providing a direction for service flower
improvement.
Ruisousal and Christopher A. voss Services employing virtual

channels of delivery such as the Internet are typically multichannel.
Service flower research in traditional services and, more recently, in e-
services tends to take a single-channel perspective. This article argues
that a multichannel setting introduces a set of complexities that call for
a broader conceptualization of service flower, recognizing that customer
experience is formed across all moments of contact with the firm
15
through several channels. Building on existing research, the article
develops a framework for conceptualizing multichannel service flower,
distinguishing between virtual, physical, and integration quality.
Integration service flower is identified as a key new service quality
component. The framework also addresses how the three components
of service flower are delivered by the different parts of the service
delivery system andidentifies the associated challenges for providing
good levels of service flower. A number of research and managerial
implications as well as future research needs are put forward.
Stefanie paluch and Markus blutRemote services are often provided

without customer-provider contact for remote diagnostics, repair, and
maintenance purposes in business-to-business industries such as
information technology, medical health care, and mechanical
engineering. Two empirical studies (Studies 1 and 2) suggest that
numerous characteristics of remote services are critical to customer
satisfaction: (1) security, (2) reliability, (3) level of process integration,
(4) economic benefit, (5) post-provision documentation, (6) exchange
options, (7) individualization, and (8) support services. Study 3 revealed
a paradox that complicates service provision—a situation in which
customers experience ambivalent feelings toward service separation as
associated with remote services. They express (I) a strong desire to be
part of the remote service provision in order to maintain control over
the process, while at the same time, (ii) for personal and contractual
reasons they do not want to be integrated into the process. Satisfaction
levels were found to vary depending on how customers assess physical
and mental service separation. We identified service initiation as a
situational factor influencing the shift from a positive to a negative
assessment of service separation. To prevent customer dissatisfaction,
service providers should integrate customers into service provision for
provider-initiated services, whereas for customer-initiated services they
should not bring the customer in.
16
Farouk Seleh and Chris Rayan This study reports an application in
the hospitality industry of the SERVQUAL model developed by
Parasuraman, Zeithaml and Berry. Although originally developed for
application within the financial services sector, the model is designed
to measure those components of service that generate satisfaction
within five dimensions. This study identified the existence of gaps
between clients' and management perceptions of attributes of the hotel,
and between client expectation and perception of the services offered. It
is argued that the existence of these gaps is a source of dissatisfaction
with services provided. Factor analysis identified eight dimensions
explaining 78 per cent of variance, but these differed from the service
flower model.
Ahmad Bello DogarawaConducted a research on satisfaction level of

bank customer on E-banking in the year 1999 to 2001. The main
objective of his research was to analyze and examine impact of E-
banking on customer satisfaction level. The tools be used for data
research were questionnaire survey and chi-square test. From this
research he conducted that now a day people are using more online
bank transaction like e-purchasing, e-payment and customer are
become more satisfied with and comfortable with this e-banking
system.
17
CHAPTER 4
RESEARCH
METHODOLOGY
1) Need for research:-
- Now a day competition is increasing, so research for service flower
of PVR adlabs is most important.
- A customer is using PVR adlabs, so time to time perception is
change so research is necessary.
2) Problem statement:-
There are many problems which given at here,
- So there are many factors that influence people preference.
- The topic is “The perception toward to service flower of PVR Adlabs
in surat city.”
3) Research objective:-
Every project has started with keeping in mind specific objectives,
A. Primary objectives:
To know the perception towards to service flower of PVR adlabs in
Surat city.
B. Secondary objectives:
- To know the most important supplementary service that needs the
immediate improvements.
4) Research design:-
There are three types of research design-
1. Exploratory
2. Descriptive
3. Causal.
- At initial stage, the research design is exploratory because the
research statement has been develop on the basis of the review of
literature that was available on internet, in books and journals.
- After forming the research statement the research design becomes
descriptive as it now describe to respondents perception towards
service flower of PVR cinema.
18
5) Variables under study:-
There are many variables in study which are given at here,

- Facilities
- Information
- Payment
- Billing
- Exceptions
- Safekeeping
- Hospitality
- Order-taking
- Consultation
6) Techniques for data collection:-

A) Primary data
A researcher has been collect data by directly from respondent with
help of respondents.
B) Secondary data
Secondary data has been collect from books, newspaper& internet
etc.
7) Sampling design:-
a. Sampling unit
The sample unit comprises the respondents who are visit the PVR
cinema.
b. Sample size
Researcher has been take 200 respondents.
c. Sampling techniques
The research has been use non-probability convenience sampling

technique for selecting the sample.
19
8) Tools for data analysis :-
The researcher has been data analysis by table chart, graph,
percentage frequency table, cross tabs has been use with the help
of Micro soft excel for data analysis.
Because, it has been easily understand for anyone.
9) Limitation of study:-
- The researcher has been not cover all the population so it will not
give accurate result.
- Research is limited to only Surat city.
- It may happen that some respondent gave wrong information.
- It is not possible to get appropriate result with only 200
respondents.
20
CHAPTER 5
DATA
ANALYSIS
Question: 1] How oftenly you visit the Cinema?
Frequency
Occasionally 84
Regularly 29
Frequently 45
Rarely 42
Total 200
90
84
80
70
60
50 45
42
40
29
30
20
10
0
Occasionally Regularly Frequently Rarely
INTERPRETATION:
It is very much important to know that how many customers use cinema.
In this graph it is found that majority of customers visit the cinema.
Here majority of the 84 customers visit the cinema occasionally. There

are the 29 customers who regularly visit, 45 customers visit frequently
and 21 customers are rarely customers who visit the cinema.
21
Question: 2] Which facility you are using to book the ticket?
Frequency
Online Ticket 70
Spot Ticket 79
Both 51
Total 200
90
79
80
70
70
60
51
50
40
30
20
10
0
Online Ticket Spot Ticket Both
INTERPRETATION:
Here we can see that mostly customers are using spot ticket booking
facility i.e. 79 customers which is 39.5%, and there are 70 customers
using online ticket booking customers which is 35.0%% and both are
the 51 customers which is 25.5%
22
Question: 3] I like the most to watch movies, (select any one)
Movie
Alone 14
With friends and colleagues 103
With family member 83
120
103
100
83
80
60
40
20 14
0
Alone With friends and With family
collegues member
INTERPRETATION:
As per the diagram above conclude that about 103 like to watch movies
with friends & colleagues, & 83 enjoy movies with family members. And
only 14 people watch movies alone.
23
Questions: 4] Why you prefer visit PVR cinema? (Select any one)
Frequency
Only for watching movie 65
Movie and eating 75
Movie and shopping 60
Total 200
80 75
70 65
60
60
50
40
30
20
10
0
Only for watching Movie and eating Movie and shopping
movie
INTERPRETATION:
From the above diagram conclude that 60 people visit PVR Cinemas for
enjoying movies & shopping, & 65 people watch only movies. Also we
can see that 75 people visit PVR for movies & eating.
24
Question: 5 Give the rank to following as your importance?
1 2 3 4 5 6
Price 56 48 19 21 18 38
Temperature(cooling) 10 30 40 30 54 36
Sound effect 24 25 45 52 30 24
Internal space 48 21 38 28 25 40
Screen resolution 17 48 23 30 47 35
Seating comfort 46 30 32 38 27 27
RANK Factors Factors
1 Price
2 Price Screen resolution
3 Sound effect
4 Sound effect
5 Temperature(cooling)
6 Internal space
25
Interpretation:
Price
From the above table it is interpreted that out of 200 respondents,

10 respondent give first rank of price of product, 30 respondent
give second rank of the price, 40 respondent give third rank of the
price, 30 respondent give fourth rank of the price, 54 respondents
give fifth rank of the price and 36 respondent give six rank of the
price.
Tempreture(cooling)

10 respondent give first rank of temreture, 30 respondent give
second rank of the temreture, 40 respondent give third rank of the,
temreture 30 respondent give fourth rank of the temreture and 54
respondents give fifth rank of the temreture of product. and 36
respondent give six rank of the temreture
Sound effect:

24 respondent give first rank of sound effect 25respondent give
second rank of the sound effect, 45 respondent give third rank of
the, sound effect 52 respondent give fourth rank of the sound effect
and 30 respondents give fifth rank of the. sound effect and 24
respondent give six rank of the sound effect
Internal space:

48 respondent give first rank of internal space, 21 respondent give
second rank of the, internal space 38 respondent give third rank of
the, internal space 28 respondent give fourth rank of the , internal
26
space and 25 respondents give fifth rank of the internal space and
40 respondent give six rank of the internal space
Screen resolution:

17 respondent give first rank of screen resolution, 48respondent
give second rank of the screen resolution, 23 respondent give third
rank of the screen resolution,, 30 respondent give fourth rank of
the screen resolution, and 47 respondents give fifth rank of the
screen resolution,. and 35 respondent give six rank of the screen
resolution,
Setting comfort:

46 respondent give first rank of setting comfort, 29 respondent give
second rank of the setting comfort, 32 respondent give third rank
of the setting comfort, 38 respondent give fourth rank of the setting
comfort and 27 respondents give fifth rank of the setting
comfort.and 27 respondent give six rank of the setting comfort
Ranking
From the above table it is interpreted that respondent give 1st rank
to price, 2nd rank to price and screen resolution, 3rd and 4th rank to
sound effect, 5th to temperature and 6th rank to seating comfort.
27
Question: 6] Give your view for the statement given below as per the
scale.
1. Highly Dissatisfied
2. Dissatisfied
3. Neutral
4. Satisfied
5. Highly Satisfied
PARAMMETERS 1 2 3 4 5 Averege
INFORMATION
Information about direction 105 50 27 14 4 1.81
Provides information on call 17 42 91 41 9 2.92
TICKET-BOOKING
Provides prompt services 112 38 22 18 10 1.88
Fast & accurate processes 12 46 84 45 13 3.005
Provide information on call/mail 84 54 29 23 10 2.105
Waiting area with seating and even 41 27 45 60 27 3.025

entertainment
BILLING
Clear, accurate, & complete tickets 46 48 46 42 18 2.69
No hidden charges 26 41 73 51 9 2.88
PAYMENT
Payment option are available(credit/debit card) 68 49 48 23 12 2.31
Discount on group booking 28 43 55 57 17 2.96
SAFEKEEPING
Parking facilities for vehicles 57 58 34 37 14 2.465
Luggage safety 22 22 81 67 8 3.085
Availability of security guard 73 33 51 25 18 2.41
EXCEPTIONS
considers special request and problem 67 43 48 32 10 2.375
Drinks, beverages, and food availability in 28 25 68 65 14 3.06
28
cincinema
Availability of the medical facility in cinema 66 44 40 36 14 2.44
HOSPITALITY
Behaviour of the staff with customer 66 42 53 32 7 2.36
Politeness of staff with customer 27 37 63 63 10 2.96
Availability of the Magazine and News paper in 67 30 41 44 18 2.58
CONSULTATION
Take advise from customer 68 55 40 23 14 2.3
Advisory services 29 38 75 52 6 2.84
Clearly understand the customer’s needs 72 29 35 46 18 2.54
INTERPRETATION:
There are total 150 respondent are taken for this research.
For information about direction of use 37 customers are highly

dissatisfied, 67 customers are dissatisfied, 29 customers are neutral,
13 customers are satisfied and 4 customers are highly satisfied.
For provide information on call there are 5 customers are highly

dissatisfied, 35 customers are dissatisfied, 96 customers are neutral, 7
customers are satisfied and 7 customers are highly satisfied.
For provide prompt services there are 20 customers are highly

20 customers are satisfied, and 5 customers are highly satisfied.
For fastand accurate process there are 4 customers are highly

30 customers are satisfied and 7 customers are highly satisfied.
For provide information on call/mail there are 2 customers are

highly dissatisfied, 27 customers are dissatisfied, 75 customers are
29
neutral, 36 customers are satisfied, and 10 customers are highly
satisfied.
For waiting area with seating and even entertainment there are 5
customers are highly dissatisfied, 30 customers are dissatisfied, 68
customers are neutral, 34 customers are satisfied and 13 customers
are highly satisfied.
For clear, accurate and complete ticket there are 22 customers are
satisfied.
For no hidden charges there are 19 customers are highly dissatisfied, 28

customers are dissatisfied, 74 customers are neutral, 11 customers are
satisfied, and 18 customers are highly satisfied.
For payment option are available (credit/debit card) there are 0

customers are neutral, 47 customers are satisfied, and 15 customers
For discount on group booking there are 2 customers are highly

For parking facility for vehicles there are 28 customers are highly
For luggage safety there are 9 customers are highly dissatisfied, 33

customers are dissatisfied, 48 customers are neutral, 60 customers are
satisfied, and 5 customers are highly satisfied.
30
For availability of security guard there are 10 customers are highly
For considers special request and problem there are 20 customers

are highly dissatisfied, 30 customers are dissatisfied, 70 customers are
satisfied.
For drink, beverages and food availability in cinema there are 7

customers are neutral, 52 customers are satisfied, and 30 customers
For availability medical facility of cinema there are 7 customers are

satisfied.
For behaviour of the staff with the customer there are 2 customers are
satisfied.
For politeness of staff withcustomer there are 7 customers are highly
For availability of the magazine and news paper in waiting area

there are 7 customers are highly dissatisfied, 21 customers are
dissatisfied, 75 customers are neutral, 36 customers are satisfied, and
11 customers are highly satisfied.
For take advice from a customer there are 34 customers are highly
dissatisfied, 33 customers are dissatisfied, 70 customers are neutral, 8
customers are satisfied, and 5 customers are highly satisfied.
31
For advisory services there are 24 customers are highly dissatisfied,
61 customers are dissatisfied, 40 customers are neutral, 21 customers
are satisfied, and 4 customers are highly satisfied.
For clearly understand the customer’s needs there are 26 customers

are highly dissatisfied, 16 customers are dissatisfied, 61 customers are
satisfied.
32
Question: 8] which cinema you mostly prefer other than PVR?
Frequency
Fame 9
City plus 44
Cinepolis 26
Inox 29
Cinemax 36
Rajhansh 41
Other 15
Total 200
50
45
44
41
40
36
35
30
29
26
25
20
15
15
10
9
INTERPRETATION:
People mostly prefer INOX other than PVR i.e. 29 customers, 26 prefer
Cinepolis, 44 prefer Cityplus, 9 prefer Fame, 36 prefer Cinemax, 41 prefer
Rajhansh & 15 prefer other cinemas other than PVR.
33
Questions: 9] Personal information
9.1: Gender
Frequency
Male
96
Female
104
Total 200
102
101
101
100
99
98
97
96
96
95
94
93
Male Female
INTERPRETATION:
It is concluded that 96 customers are males &104 are females who visit
PVR.
34
9.2: Age
Age Frequency
<20 78
21 to 30 94
31 to 40 19
41 to 50 7
>50 2
100 94
90
78
80
70
60
50
40
30
19
20
10 7
2
0
<20 21 to 30 31 to 40 41 to 50 >50
INTERPRETATION:
There are the 78 customers have age less than 20 years, 94 customers
who have age between 21 to 30 year. Then 19 customers who have age
between 31 to 40 years, 7 customers age between 41 to 50 years, 2
customers have age more than 50 year.
35
9.3: Education
Frequency
Secondary 95
Businessman 35
Employee 55
Proffesion 15
Total 200
120
107
100
80
60
44
40 35
20 14
0
Secondary High school College degree Master
INTERPRETATION:
14 people are secondary, 44 high school, 107 college degree & 35 are
master.
36
CHAPTER:-6
FINDINGS
Primary objective:
This project is to know the respondents ‘study the perception towards

service flower of PVR cinema.’
To achieve this objective 26 parameters has been taken, which leads to
satisfaction to the customer and to evaluate the services of the different
PVR cinema. For this one question for satisfaction level is asked.
In this, research found out that following parameters are the main
factors in which customer satisfaction rates are higher.
• To Provides confirmation or information
• Fast & accurate processes
• Waiting area with seating and even entertainment
• Clear, accurate, & complete tickets
• tickets provides you at a time
• No hidden charges
• Payment option are available(credit/debit card)
• Parking facilities for vehicles
• Luggage safety
• Availability of security guard
• Drinks, beverages, and food availability in cinema Clearly

understand the customer’s needs
Secondary objective:
1. To know the most important supplementary services needed to the
respondents.
Research found out that following services are most important which
needed to the respondents. These are the main parameters which lead
towards higher satisfaction for the respondents.
37
• Clear, accurate, & complete tickets
• tickets provides you at a time
• Hearing special request and problem
• No hidden charges

• Provides confirmation
• Behaviour of the staff with customer
2. To know the supplementary services in which customer are

less satisfied.
Research found out that there are the following services in which
respondents are highly dissatisfied.
• Provides confirmation or information
• Tickets provides you at a time
• Discount on group booking
• Availability of the medical facility in cinema
• Politeness of staff with customer Behavior of the staff with

customer
Other findings:
• Majority customers are regularly visiting the cinema.
• Mostly customers are using the spot ticket booking facility.
• Majority customers are spending 100-500 Rs. in one time visit.
• More customers are like to watch movies friends & colleagues.
• Majority of customers are movie & shopping for prefer PVR

cinema
38
• Majority of customers are given high priority screen resolution,
sound effect, seating comfort facility in PVR cinema.
 More customers are INOX cinema prefers than PVR.
• Majority respondents (106) are with an age equal or less than
20.
• Majority customers (68) are teaching at graduate level.
39
CONCLUSION
From the research work it is conclude that which type cinema can
attracts more customers by knowing the reason what customer are
using the facility of PVR cinema. Also with spending more facility
customers become more satisfied. PVR cinema also increases the level
of satisfaction by knowing the lacking areas. And also with extreme
focus on the parameters which are more important for the customers,
so that these efforts become leads to maximum customer satisfaction.
In this female customer are more satisfied who visit the PVR. The
consideration of payment, information, billing, facilities, expectation
empathy factor are most important to measure the service quality of
PVR.
40
BIBLIOGRAPHY
Books:
Love lock, Service Management, published by person Education.Inc.

publishing as prentice Hall @ 2011, 2007, 2004 by Christopher H. Love
lock.
Kotler Philip (1994), Marketing Management, India, Vikas publication

house.
Malhotra K. Naresh, Marketing research (An applied orientation),

Research design.
Websites:
www.cinemaindutry.com
www.servicefloer.com
ANNEXURE
QUESTIONNAIRE
I Kumbhar Komal B. from shree J.D.G. commerce and shree swami
Atmanandsaraswati college of management, study in T.Y.B.B.A.,
semester-6. I am doing research on ‘Study the perception towards
service flower of PVR cinema in Surat City’. The primary objective of
my study is to study the measuring service quality of cinema in surat
city. This study is only for academic purpose. I promise you that the
information provided by you will never be disclosed to anyone under any
circumstances.
PART: A
1 How often you visit the Cinema?
Occasionally Regularly
Frequently Rarely
2. Which facility you are using to book the ticket?

Online ticket Spot ticket Both
3. I like the most to watch movies, (select any one)

Alone With friends and colleagues
With family members
4. Why you prefer visit PVR cinema? (Select any one)

Only for watching movie Movie and eating
Movie and shopping
5. Give the rank to following as your importance?(1 to 6)

Price Internal space
Temprature(cooling) Screen resolution
Sound effect Seating comfort
6. Give your view for the statement given below as per the scale.
1. Highly Dissatisfied 2. Dissatisfied 3. Neutral 4. Satisfied 5. Highly
Satisfied
PARAMMETERS 1 2 3 4 5
INFORMATION
Information about direction
Provides information on call
TICKET-BOOKING
Provides prompt services
Fast & accurate processes
Waiting area with seating and even
entertainment
Provide conformation on call/mail
BILLING
Clear, accurate, & complete bill
No hidden charges
PAYMENT
Payment option are available(credit/debit
card)
Discount on group booking
SAFEKEEPING
Parking facilities for vehicles
Luggage safety
Availability of security guard
EXCEPTIONS
Considers special request and problem
Drinks, beverages, and food availability in
cinema
Availability of the medical facility
HOSPITALITY
Behavior of the staff with customer
Politeness of staff with customer
Availability of the Magazine and News paper
CONSULTATION
Take advise from customer
Advisory services
Clearly understand the customer’s needs
7.Which cinema do you mostly prefer other than PVR?

Fame Cinemax
City plus Rajhansh
Cinepolis Others
Inox
PART : B
8.Personal information:
Name:
Contact no:
Gender: Male Female

Age :______( year)
Educational level :
; Secondary High school

College degree Master
Occupation: Student Businessman

Employee Profession

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WINTER TRAINING REPORT

STUDY PERCEPTION TOWARDS SERVICE

MR. SHAILESH LIMBAD

SHREE J. D. GABANI COMMERCE COLLEGE &

I/c Principal Name of the Guide

Dr.P.R.Patel Mr.Shailesh Limbad

I Komal Kumbhar(054), hereby declared the this winter training report

The satisfaction that accompanies the successful completion of any task

I would like to extend my gratitude to my principal Dr.P.R.Patel and I

It offers the best opportunity for the management student to get

This report includes five chapters.

The second chapter is literature review. Literature review explains

The last chapter is conclusion. It shows the overall conclusion about

CHAPTER TITLE PAGE NO.

1 Industry profile 1-9

2 Company profile 10-14

3 Literature review 15-17

4 Research methodology 18-20

5 Data analysis 21-36

RaghupathiVenkaiah Naidu was an Indian artist and a pioneer in the

After Indian independence the cinema of India was inquired by the S.

Nearly 80% of Indian Industry revenues come from Domestic and

 The Indian film exhibition sector had revenues of Rs. 34 billion in

 More than 60 additional multiplexes with more than 220 additional

Screen per Million population

 In India, the number of screens per million of population is just 12

 A multiplex is a movie theater complex with multiple screens,

 In India, the mushrooming of multiplexes since the mid-90s has

Number of Number of Number of Number of Seats &

3 screens 40 120 43143 360

4 screens 21 84 25862 308

6 screens 4 24 6991 291

More than 6 2 18 3326 185

KEY PLAYERS OF CINEMAS

Company Properties Screens Seats

PVR Cinema 7 34 7333

Wave cinema 3 13 4380

Four largest multiplex operators of India tabulated above

Key Player: PVR Cinema:

PVR Cinemas setup India’s first multiplex in 1997 at Delhi. The

Existing Location of PVR Cinemas

Name Location Screens Seats

PVR Bangalore Bangalore 11 NA

PVR saket Delhi 4 1000

PVR EDM Ghaziabad 3 720

PVR plaza Delhi NA 300

PVR indore Indore 5 1199

PVR Surat Surat 10 999

Key Player: Inox leisure Cinema:

Inox Leisure plans to target very specifically cities in South India

Existing Location of Inox Leisure Cinemas

City Location Screens Seats

Mumbai Nariman point 5 1335

Bangalore Magrath Road 5 1103

Vadodara Race Course circle 4 1318

Pune Bund garden 4 1316

Goa Panji 4 1271

Surat VR mall 6 1860

Key Player: Adlabs:

Adlabs Films Ltd was founded by Mr.Manmohan Shetty and

Name Location Screens Seats

Metro Adlabs Mumbai 6 1491

MangalAdlabs Indore 4 1102