MINISTRY OF EDUCATION & TRAINING

UEH UNIVERSITY – BUSINESS SCHOOL

SCHOOL OF ECONOMIC MATHEMATICS - STATISTICS

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FINAL PROJECT
COURSE: STATISTICS IN ECONOMY AND BUSINESS

TOPIC: FACTORS AFFECTING THE DECISION TO USE THE

SERVICE OF CGV MULTIPLEX CINEMA IN HO CHI MINH CITY.

Class : IBC02
Instructors : Trần Hà Quyên
Group : Hoàng Thị Thanh Bình
Oh Hyo
Vương Minh Nhi
Đặng Ngọc Khánh Thi
Hoàng Thái Như Vy

Ho Chi Minh City, October 2021

GROUP 2:

Members Student Code Percentage of completion (%)

Hoàng Thị Thanh Bình 31201020092 100%
Oh Hyo 31201020377 100%
Vương Minh Nhi 31201026337 100%
Đặng Ngọc Khánh Thi 31201024220 100%
Hoàng Thái Như Vy 31201023618 100%
 SUMMARY
With the rapid development of today's society, people's living standards are increasingly
improved, spiritual needs have also become popular and requirements are met. In Western
countries, going to the cinema to watch movies has become so familiar for centuries, especially
for less developed countries like Vietnam, exposure to this entertainment technology has only
just developed. many decades back. Therefore, Vietnam is considered a potential market,
especially in big cities, such as Ho Chi Minh City. With the current market opportunity, cinemas
in Ho Chi Minh City in general and Vietnam in particular, have taken positive actions to improve
their competitiveness compared to the rest of the competitors, from service delivery to service
delivery. communication and promotional activities. One of the cinemas mentioned above, it is
impossible not to mention names such as Galaxy, Lotte Cinema, BHD Cinema and especially the
CGV theater system of CJ Group.

For the above reason, the research team decided to carry out the research project
“STATISTICS OF FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF
CGV MULTIPLEX CINEMA IN HO CHI MINH CITY.” in order to provide analysis and
assessment of the level of consumer satisfaction with CGV, thereby making some personal
recommendations to promote the existing advantages of the service, as well as improve
shortcomings with the goal of making CGV the first name that comes to mind when it comes to
movie theater services.

In the research paper, the authors give 6 main factors that directly affect the
audience's decision to choose CGV service such as Willingness to pay for price of movie
tickets, Quality of movie theatre, Quality of service, Accompanying and Marketing. The
research topic was surveyed from 222 surveyors from all over Ho Chi Minh City through
the Google Form tool. The research conducted by the authors intends to propose solutions
to help CGV grow from increasing the number of new customers as well as continuing
with customers who have been using the service.
 TABLE OF CONTENTS
SUMMARY....................................................................................................................................2
CHAPTER 1: INTRODUCTION................................................................................................6
1.1 Context of research:........................................................................................................6
1.1 Research problem statement:........................................................................................7
1.2.1. Research question:.........................................................................................................7
1.2.2. Research problem:.........................................................................................................7
1.3. Purpose of survey................................................................................................................7
1.4. Research scope and object..............................................................................................8
CHAPTER 2: THEORETICAL BASIS, PREVIOUS RESEARCH RESULTS AND
RESEARCH MODEL OF THE GROUP................................................................................9
2.1 Theoretical basis...................................................................................................................9
2.1.1 Descriptive statistics:..........................................................................................................9
2.1.2 Statistical Inference:........................................................................................................9
2.1.2.1 Estimated overall range:...........................................................................................9
2.1.2.2 Hypothesis testing a population:.............................................................................10
2.1.3 Introduction about CGV:...............................................................................................11
2.1.3.1 Definition of entertaining service:..........................................................................11
2.1.3.2 Characteristics of cinema:.......................................................................................12
2.1.3.3 Position of CGV on cinema market in Viet Nam:..................................................12
2.1.4 Relevant theoretical models:.........................................................................................15
2.1.4.1 Consumer and Consumer behavior theory.............................................................15
2.1.4.3 Buyer Decision Making Process.............................................................................17
2.2 Previous research results:.................................................................................................18
2.2.1 Research by Amornsri Tanpipat, Sirijanya Kuawiriyapan, và Taweerapat
Eiamcharoom (2016)..............................................................................................................18
2.2.2 Research by Nguyen Thi Bao Trinh (2016)...................................................................18
2.2.3 Research by W&S - Online Market Research company (2012)....................................19
2.3 Research model of the group:...........................................................................................19
CHAPTER 3: METHODS OF RESEARCH............................................................................22
3.1 Data objective.....................................................................................................................22
3.2 Data approach....................................................................................................................22
3.3 Analysis plan.......................................................................................................................22
The authors will conduct the analysis through two methods: qualitative research and
quantitative research...............................................................................................................22
 3.3.1 Qualitative Research......................................................................................................22
3.3.2 Quantative Research.....................................................................................................25
3.4 Reliability and validity.......................................................................................................25
CHAPTER 4: ANALYSIS AND RESEARCH RESULTS......................................................27
4.1. Descriptive statistics:........................................................................................................27
4.2 Accreditation:.....................................................................................................................54
4.2.1. Accreditation about quality of CGV multiplex cinema................................................54
4.2.2. Accreditation about quality of service that CGV provides...........................................55
4.2.3. Accreditation about promotion of CGV.......................................................................56
4.2.1. Accreditation about location of CGV multiplex cinema.............................................56
CHAPTER 5: PROPOSED AND CONCLUSION...................................................................58
5.1. Proposed:...........................................................................................................................58
5.2. Conclusion:........................................................................................................................59
REFERENCES............................................................................................................................61
 LISTS OF TABLES

Figure 2. 1: Market share of movie cinemas in Vietnam..............................................................13

Figure 2. 2: CGV 's business results between 2012 and 2016.......................................................14
Figure 2. 3: Number of theaters and rooms of CGV.....................................................................14
Figure 2. 4: The Model of Buyer Behavior...................................................................................16
Figure 2. 5: Factors influence consumer behavior.........................................................................16
Figure 2. 6: Buyer decision process...............................................................................................17
Figure 2. 7: Research model of Amornsri Tanpipat, Sirijanya Kuawiriyapan, and Taweerapat
Eiamcharoom (2016).....................................................................................................................18
Figure 2. 8: Research model of Nguyen Thi Bao Trinh (2016).....................................................18
Figure 2. 9: Research model of W&S company (2012)................................................................19
Figure 2. 10: Model of Consumer Behavior by Philip Kolter.......................................................20
Figure 2. 11: Research model of the decision to choose CGV of the audience............................21

Chart 1: The model of the age of audience...................................................................................28

Chart 2: The model of the monthly income of audience..............................................................29
Chart 3: The model of the impact of ticket prices on consumer behavior....................................30
Chart 4: The graph shows the degree of influence of facilities on consumer behavior................32
Chart 5: The graph shows the level of influence of service quality on consumer behavior.........37
Chart 6: The graph shows the degree of influence of the promotion policies on consumer
behavior.........................................................................................................................................43
Chart 7: The influence of CGV's geographical location on consumer behavior..........................48
Chart 8: Frequency of using CGV's multiplex cinemas’ service..................................................53
Chart 9: Information channels about CGV...................................................................................54

Table 3. 1: Corresponding factors and scales................................................................................23

Table 3. 2: Reliability test by Cronbach's Alpha coefficient.........................................................25
Y
Table 4. 1: Descriptive statistical analysis.....................................................................................27
 CHAPTER 1

INTRODUCTION
1.1Context of research:
In the current period, Vietnam's economy is developing rapidly. Becoming an official
member of the World Trade Organization WTO has brought Vietnam opportunities to access
extensive and potential markets and creates competitive pressure for businesses in all fields,
including entertainment.

Many decades back, with the rapid development of today's society, people's living
standards are increasingly improved, spiritual needs have also become popular, and
requirements are met. In Western countries, going to the cinema to watch movies has become
so familiar for centuries, especially for less developed countries like Vietnam, exposure to
this entertainment technology has only just developed. With the current market opportunities
and the development of cable television services, the film market will advance rapidly. The
appearance of many new cinema clusters has made the competition more and more fierce,
from the supply stage—services to communication and promotion activities. In one of the
cinemas mentioned above, it is impossible not to mention names such as Galaxy, Lotte
Cinema, BHD Cinema, ... and especially the CGV theater system of CJ Group.

As a pretty sensitive corporation to great opportunities and has appeared in many

business fields in Vietnam, CJ spent $ 70 million to take over the Megastar cinema system
and change its name to CGV. After the successful takeover, CGV has made many
improvements to improve service quality and attract more and more customers to CGV.
However, besides customers who have a positive attitude towards CGV, there are mixed
opinions that the old Megastar has more advantages and is more suitable for Vietnamese
customers.

Satisfying customer needs is very important. If the needs are satisfied to the maximum,
customers have confidence in the products and services they provide, continue to use them,
and bring sustainable profits to the company. To do so, it is crucial to know what factors
influence customer satisfaction.
 For the above reason, the research team decided to carry out the research project
"Factors affecting the decision to use the service of CGV multiplex cinema in Ho Chi Minh
City." In this topic, the team will measure customers' satisfaction who come to watch movies
at the CGV cinema system in Ho Chi Minh City. On that basis, determine the factors
affecting customer satisfaction and its level of influence. From there, some personal
suggestions are made to promote the existing advantages of the service and improve the
shortcomings to make CGV become the first name that comes to mind when it comes to
cinema services.

1.1 Research problem statement:

1.2.1. Research question:
Here are some research questions asked during the research to help manufacturers understand their
customers' tastes and help them meet users needs:
- Question 1: Why choose CGV CINEMA cinema?
- Question 2: What is the quality of service that CGV CINEMA brings to you?
- Question 3: How satisfied are you with the service?
- Question 4: What services do you want CGV to change and develop more about?

1.2.2. Research problem:

In the topic "STATISTICS OF FACTORS AFFECTING THE DECISION TO USE THE SERVICE
OF CGV CINEMA IN HO CHI MINH CITY", the authors will study and analyze the factors affecting
the choice of consumers when choosing choose to use GCV's services. From there, conduct research and
find solutions based on the surveyed data so that it can be easier to understand this service better.

1.3. Purpose of survey 

Firstly, determining the factors affecting the intention to choose a CGV cinema for the
audience in Ho Chi Minh City.
From there, consider the impact of factors and audience characteristics on the intention to
choose a multiplex cinema in Ho Chi Minh City.
Based on the research results, make recommendations for managers at CGV multiplex
cinemas in Ho Chi Minh City to refer for changes when they want to attract audiences to CGV
multiplex cinemas to watch movies
1.4. Research scope and object 
Research object: Factors affecting the decision to use the service of CGV multiplex cinema in
Ho Chi Minh City

Survey subjects: People from different aged have used the service of CGV multiplex cinemas at
least once time a month in Ho Chi Minh City

Research scope: Theoretical scope to investigate factors affecting the intention to choose CGV
multiplex cinemas of people from different aged in Ho Chi Minh City

Time range: The study took place from 1/10/2021 to 15/10/2021

Spatial scope: The report is made within Ho Chi Minh city

 CHAPTER 2

THEORETICAL BASIS, PREVIOUS RESEARCH RESULTS

AND RESEARCH MODEL OF THE GROUP

2.1 Theoretical basis

2.1.1 Descriptive statistics:

- Descriptive statistics is the summary of data using tables, graphs, and numerical
methods. Because CGV is the most popular multinational cinema chain in Vietnam today, it
contains a lot of big data, which is difficult to understand directly with the original survey data.
Therefore, we use descriptive statistics to summarize large- to small-scale data in a general way
with variable patterns and easier to understand (by computer software such as Excel, ...).
- Used to synthesize qualitative data and quantitative data in many different forms,
specifically as follows:
+ Qualitative: frequency distribution, frequency, percentage frequency, bar chart, pie
chart has been presented as tabulation, charting procedures.
+ Quantitative: frequency distribution, frequency, percentage frequency, histogram,
cumulative frequency, cumulative frequency, cumulative percentage frequency, Ogive chart.

2.1.2 Statistical Inference:

Statistical inference is the process of drawing conclusions about an underlying set based
on a sample or subset of data.

2.1.2.1 Estimated overall range:

Because point estimation may or may not provide an accurate estimate of a population,
we need to use interval estimation to provide a confidence interval containing the population
parameter value to be searched for, based on the analysis. standardized distribution.
Form: ṕ ± margin error.
2.1.2.2 Hypothesis testing a population:
 Definition:
- Hypothesis tests are used to make decisions or judgments about the value of a parameter,
such as the population mean.
- In hypothesis testing we begin by making a tentative assumption about a population
parameter. This tentative assumption is called the null hypothesis and is denoted by H0.
- We then define another hypothesis, called the alternative hypothesis, which is the opposite
of what is stated in the null hypothesis. The alternative hypothesis is denoted by Ha.

 Calculation method:
- In general, there are three solutions:
o Method 1: The critical value approach.
o Method 2: The p-value approach (Reject H0 if p-value ≤ α ).
o Method 3: The confidence interval approach (only when available and have same α).
- From there, we consider the specific cases:
o Hypothesis test: Lower tail test: H0: µ ≥ µ0; Ha: µ < µ0
Upper tail test: H0: µ ≤ µ0; Ha: µ > µ0
Two-tailed test: H0: µ = µ0; Ha: µ ≠ µ0

x́−µ 0
o Case 1: The test statistic µ for the σ known: the value of the test statistic is z=
σ /√n

 Method 1: Reject H0:

Lower: z < -zα
Upper: z > zα
2 sides: |z| > zα/2
 Method 2: p value
Lower: p
Upper: 1-p
2 sides: + z > 0: 2(1-p)
+ rest: 2p
σ
 Method 3: Estimates µ: x́ ± z α / 2 .
√n
 o Case 2: The test statistic µ for the σ unknown: the value of the test statistic is t=

x́−µ 0
s/ √ n

 Method 1: Reject H0:

Lower: t < -tn-1; α

Upper: t > tn-1; α
2 sides: |t | > tn-1; α/2
 Method 2: p value
Lower/Upper: Area
2 sides: Area.2
 Method 3: Test statistic for hypothesis tests aboutapopulation proportion
x́ −p 0
z= p0 (1− p 0)
√ n

True and false conclusions in hypothesis testing:

H0 True Ha True
Accept H0 Correct Conclution Type II Error
Reject H0 Type I Error Correct Conclution

2.1.3 Introduction about CGV:

2.1.3.1 Definition of entertaining service:

Entertainment service systems were born from the entertainment needs of people, thereby
forming a network of providers to meet those entertainment needs. And according to the Oxford
dictionary, cinema is a term of a building in which films or movies are shown, in this case, the
entertainment service referred to is the movie viewing service. The object of this service is called the
audience or viewer. Cinema is called the seventh art, so it is extremely appropriate to compare watching
movies with a play or attending a live concert. Movies are physical, but the enjoyment of them brings
many emotions to the viewer for a long period of concentration. Therefore, with the demand for this
entertainment service, these providers have been formed, called cinemas. In addition to movie screening,
the cinema also provides other services such as food service.
2.1.3.2 Characteristics of cinema:
 About space: 
- Only when the demand is great enough will cinemas appear. So in this case, the authors survey
customer behavior at CGV cinemas in Ho Chi Minh City - a developed city with many shopping
centers, where many people gather to create sufficient demand for theaters.
- Placed in areas with guaranteed infrastructure, eligible for theater development
- Placed in a convenient place for moving (in big shopping malls, big hotels, ...)
 About operating hours:
- Depends on the time spent by guests, most focus on outside working hours. For example, afternoon,
evening or late night, or can be active all day on weekends.
- Weather conditions greatly affect
- Highly seasonal: when blockbusters are produced or holidays with theme films.
 Features of the management organization:
- In addition to providing movie theater services, the cinema also provides other accompanying
services such as meals: including popcorn and fresh soft drinks.
- For convenient and easy management, businesses are divided into 2 main parts: Operation and
Administrative departments (HR, Marketing, Accounting, ...). For some large theater systems such as
CGV, the management will be transferred to a representative in the administrative department at the
cinema chief, from there operating down to each specific cinema.

2.1.3.3 Position of CGV on cinema market in Viet Nam:

CJ CGV is the largest multiplex cinema chain in South Korea and has branches in China,
Indonesia, Myanmar, Turkey, Vietnam, and the United States. The fifth largest multiplex theater
company in the world, CJ CGV currently operates 3,412 screens at 455 locations in seven
countries, including 1,111 screens at 149 locations in South Korea. CGV takes its name from the
first letters of the joint venture partners at the time of launching; CJ, Golden Harvest (Orange
Sky Golden Harvest), and Village Roadshow.