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How Would You Use Attitude/models On Attitudes Toward Movie As Differentiated From Products and Service?
How Would You Use Attitude/models On Attitudes Toward Movie As Differentiated From Products and Service?
How Would You Use Attitude/models On Attitudes Toward Movie As Differentiated From Products and Service?
How would you use attitude/models on attitudes toward movie as differentiated from products
and service?
Attitude shown by consumers towards a product or service is different from their attitude towards a
movie. We can take the tri component attitude model to differentiate consumer behaviour towards
movies from products and services. The tri-component attitude model consists of three components:
cognitive, affective and conative.
The cognitive component: The cognitive component consists of a person’s cognitions, i.e.,
knowledge and perceptions (about an object). This knowledge and resulting perceptions commonly
take the form of beliefs, images, and long-term memories. A utility function representing the
weighted product of attributes and criteria would be used to develop the final ranking and thus
choice. This model represents the process used by individuals with a with a strong Thinking Cognitive
Style.
In case of products & services a person experiences cognition from knowledge and perception of
product or brand features. But in case of movies the brand is not too clear; because every movie is a
brand by itself. A consumer experiences cognition from watching the trailer of a movie. They create
a mental map about the movie and decides whether to go and watch the movie. They can also
gather knowledge by viewing reviews posted in various online forums and according to the reviews,
viewers create a bias upon the movie even before going to watch the movie.
Affective: Affective component represents a consumer’s emotions and feelings regarding the
attitude object. This generates only after a consumer experiences a product or service by himself or
herself. And according to their experience with the object their emotions (good or bad) forms. In
case of movies bulk of the emotion forms while viewers watch the movie. And in case of products,
consumer’s emotions form according to their previous experience with the brand.
The conative component: The conative component is concerned with the likelihood or tendency of
certain behaviour with regard to the attitude object. It would also mean the predisposition or
tendency to act in a certain manner toward an object.
Conative model represents the likelihood that a person will behave in a certain way. This is depicted
as actions or behaviour towards a product or brand and expressed as intention to purchase a brand.
In case of movies the behaviour would be their decision of whether to watch the movie or not. As
creating a brand in movies are very difficult, producer’s needs to spend lot more in promotions.
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
2. Conceptualize how data provided in Exhibits 1 and 2 can be associated with the movies.
The data provided in Exhibit 1 & 2 are about consumer’s attitude, perception & belief of movies
Gulab Gang & Queen.
Exhibit 1 shows the survey data about Gulab Gang & Exhibit 2 about Queen.
There were 87 responses collected for Gulab Gang and 100 for the Queen.
A questionnaire was prepared according to consumer’s attitude, perception, beliefs and their
probable reaction towards the movie. The feedback was taken using a Likert scale ranging from 1 to
5 with input strongly agree, agree, somewhat agree, disagree, strongly disagree
Star Cast- Since Bollywood success heavily depend on star cast here from the repones it shows that
in case of Gulab Gang more than 95 percent feels that they are motivated by star cast to do watch
the movie unlike in Queen star cast manage to about 20 percent attracted by star cast.
Emotional factor- HereGulab Gang attract more than 90 percent of population on emotional factor
like 87 as did by Queen
Leading Director-Leading director affect little to about 40 percent for the Gulab Gang which even did
very less for the Queen
Controversy- Exhibit 1 shows controversy play major role(90%) in that attract audience to watch in
case of Gulab Gang but for Queen it did little role in attracting audience
Word of mouth- It play a major role in case of in case of Gulab Gang (more than 90 percent) unlike it
did completely opposite for queen.
To analyse the data given in exhibit 1 & 2 we can take the factors most consumers strongly agrees
and strongly disagrees with. This will give us an idea about what attitudinal factors are important in
movies. And after that by comparing the factors for two movies, i.e. Gulab Gang and Queen we can
analyse the attitudinal components.
Gulab Gang:
Strongly Agree
Questionnaire No. of
No. Important Factors(Strongly Agree) respondents
1 Star cast of the movie attracted you. 58
2 You felt emotionally involved with the star cast of the movie. 58
3 Star cast was responsible for you to see the movie. 60
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
6 You could relate to the story. 46
Story value of such a movie will make you decide to see the
7 58
movie.
You had felt that the movie should have been involved with
15 78
some controversy to have boosted its box office collection.
Questionnaire
Unimportant Factors(Disagree & Strongly Disagree) No. of respondents
No.
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
Queen:
Strongly Agree / Important Factors
Questionnaire
Important factors (Strongly Agree) No of respondents
No
You felt emotionally involved with the star cast of the
2 47
movie.
You had felt that the dialogs of movie had aroused the
19 63
emotion in you.
Questionnaire
Important factors (Strongly disagree) No of respondents
no
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
3 Star cast was responsible for you to see the movie. 24
You had felt that the movie should have been involved in
15 68
some controversy to have boosted in box office collection.
Music of the movie that you had heard had made you see
24 65
the movie.
Title of the movie made you think of the theme of the
35 46
movie.
3. Analyse the data provided in Exhibit 1 and 2 with attitudinal components. How do they connect
with the conceptualization provided in question 2?
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
The attitudinal components in exhibit 1 and 2 are
Questionnaire Attitudinal
Important factors
No Components
3 Star cast was responsible for you to see the movie. Conative
4 You are more likely to watch movies that reflect a biopic. Cognitive
You had felt that the movie should have been involved in
15 Cognitive
some controversy to have boosted its box office collection.
You had planned to see this as there was a controversial
16 word of mouth about this movie among your circle of Affective
friends.
19 You had felt that the dialogs of movie had aroused the Affective
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
emotion in you.
Music of the movie that you had heard had made you see
24 Conative
the movie.
You were aware of the type of the song in the movie even
25 Cognitive
before you had seen the movie.
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
Locales of the movie added to the emotional appeal of the
38 Affective
movie.
The data that are provided in Exhibits 1 and 2 with attitudinal components are-The star cast of the
movies plays a major role to attract the consumers. In Gulaab Gang there was a strong star cast as
Juhi Chawla played a very strong role of lady politician and Madhuri Dixit another superstar. In case
of Queen the role was played by KanganaRanaut, a real life feminist, and youth generation actress.
But as having a strong star cast the movie Gulaab Gang was not successful but Queen was successful
which left the society by the other way impression that the girl should be independent, ambitious
and strong. The success of the movie doesn’t lie in the star cast purely but the content of the story of
the movie should be good enough to attract the viewers. The star cast was strong in Gulaab Gang
but it not achieved success whereas Queen was not having a strong star cast but due to its content it
was successful.
When the first look, the poster was launched the Gulaab Gang achieved huge response whereas
Queen almost remained unnoticed. Even the trailer of Gulaab Gang was successful but Queen also
not witnessed good responses.
The Gulaab Gang was based on real life story and Queen was just imaginary story but on the basis on
real life story the movie cannot be success.
Promotional activities should be given focus upon that more and more people should be aware
about the movie.
Music and dance sequences should have good effect on the viewers so that they can be entertained
properly.
The dialog should have given more stress in Gulaab Gang movie because as per the responses all the
viewers found out that the dialogs were not real whereas in Queen the dialog were real.
4. What are the influences that you would draw from the behaviour analysis associated with
Gulaab Gang and Queen?
‘Gulab Gang’ & ‘Queen’ both launched in March 8, 2014 and enjoyed a fantastic buzz at the time
filmmakers unveiled the first look publicity materials (posters and theatre trailer). Although Gulab
Gang enjoyed fantastic buzz and queen was hardly noticed by anyone; Queen experienced a huge
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
success and Gulab Gang was not successful at box office. Factors that normally helps a movie to
success in box office are to do good-
Dialogues
Music
Dance Song
The influences that we can draw from the behavioural analysis associated with ‘Gulab Gang’ and
‘Queen’ are that both of them are female centric movies. After doing the content analysis we can
say that they targeted towards women empowerment. India is primarily a male dominated society
and at the time of women empowerment both the movies ‘Gulab Gang’ and ‘Queen’ were like a
fresh breeze.
5. Is there a branding of framework that can be recommended on basis of the insights gained from
the analysis of the case?
A Brand can be associated with a functional benefit (solving problem), with consumers, self-
expression or with emotional or sensual consumption experience. Film are predominantly associated
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
with the emotional experience of consumer (viewers) and such emotional experience from the basis
of entertainment. In the film industry each film is a brand by itself. So to create a brand in film sector
we can follow some steps that helps to create a brand out of the film.
1. Creating Awareness- To increase the awareness we to release poster and hashtag in social media
sites like Facebook, Instagram, twitter. Then film production house should create awareness until
teaser got released.
2. Generating Interest-Teaser and trailer are the best way to grab attention of the protective
consumer. So movie production house can make use of campaign where actor and actress visit the
popular places and TV shows to promote awareness in area of high revenue generation.
3. Emotional Connect-Emotional connect is mostly based on story and script of the movie. If the
movie is based on the epic, historical event or based on true incident then it got emotional flavour
automatically.
6. What do you interpret from Exhibit 3 associated with YouTube trailers? State your probable
analysis and suggestions with respect to movie based on your interpretation (graph only).
If we compare both then we can say that Gulab Gang received much better responses in comparison
to Queen.
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
Gulab Gang Queen
Time trend analysis shows that the interest of Gulab Gang was for short period time , in comparison
with Queen it had long interests span. This reflected on box office performance. Gulab Gangs
lifetime collection was 14.58 crore and Queen Lifetime collection was INR 61 crore.
1. Producer should spend both money and effort for different campaign to promote for long period
of time to keep the interest and hype for long duration of time
2. Editor should come with some interesting teaser time to time and maintain buzz over the period
of time.
5. Music and dance sequences should have good effect on the viewers so that they can be
entertained properly
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM
MBA-II
(2018-2020)
Submitted by:
SIBAM SAIN
18202262
18202262@ksom.ac.in
Consumer Behaviour assignment by Sibam Sain, 18202262, Sec-D, MBA-2, 2018-20, KSOM