CHAPTER 5

PROPOSED AND CONCLUSION

5.1. Proposed:

Through the above statistical survey, we would like 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:

 First, strengthen advertising promotion activities to create necessary information

about products and services provided to customers to create trust. The Vietnam
M&A market has just witnessed the event CGV group acquired the Megastar
cinema chain. The next job of CGV is to rename the entire Megastar theater
chain to CGV. And now it's time for CGV to have a series of promotional
campaigns to emphasize its CGV name. Besides, the use of marketing and
promotional tools to advertise their images through billboards placed in trade
centers, social networks on facebook... or using word of mouth tools to entice
customers through loyal customers.
 Second, improve service quality by regularly organizing inspections and
appraisals of equipment in CGV cinemas, updating new technologies
accordingly:

+ Must regularly check the parameters of speaker quality, sound, image and light.

+ Check equipment such as air conditioners, seating positions to see if they are
suitable for customers.

+ Updating 2D, 3D, 4DX movie projection technologies, especially Screen X

cinema technology, is the pride of CGV. For the first time in the history of cinema,
the audience witnessed a film projection technology with a 270-degree screen.
ScreenX consists of a main screen and two secondary screens running on both sides
of the wall, many theaters have a ceiling screen. This technology requires three
cameras placed side by side and shooting at the same time. The sound system for
Screen X covers the entire theater and is as majestic as the screen.

 Third, apply a reasonable price policy: CGV applies extremely preferential fare
policies on the last Monday of each month with the CGV ticket price of VND
50,000 / 2D ticket at CGV cinema, as well as a discount ticket prices for every

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 Wednesday will stimulate the choice of using the service. More specifically, for
each movie ticket, customers will receive an extra part completely free of
charge… this is the most attractive thing that needs to be maintained.
 Fourth, apply a reasonable and effective promotional campaign to stimulate
demand:

+ CGV applies reasonable promotional policies to stimulate demand such as

discounts on ticket prices or combos of cheap snacks and drinks if you bring a
student card or go with a group of friends from 3 people or more. up…

+ Promotion for Tet, Valentine, 8/3 ... with gifts such as giving CGV calendar when
buying 2 2D movie tickets, giving cakes to girls who come to watch movies at CGV
cinemas...

 Fifth, manage customer queue

+ CGV administrators need to take care of customer queue management by

implementing a reservation system, pre-registration. Taking reservations in advance
is selling potential services. Once seats have been reserved, additional demand will
be arranged at different times or locations depending on customer requirements at
the most appropriate theater facilities.

+ CGV manages the queue for customers who come first, first serve, later serve later
to bring fairness to customers. And at movie theaters, after buying tickets and
waiting for the movie show time, customers can use coffee, popcorn, soft drinks,
internet access... to avoid impatience.

The group's proposals are all open-ended. The practical application needs to be
considered and based on each period as well as the specific conditions of the market
and each cinema system in the locality.

5.2. Conclusion:
The initial objective of the research team was about the factors affecting the intention
to choose a cinema of the audience in Ho Chi Minh City and from that to develop the scale.
Thereby, determining the influence of each factor and making conclusions and suggestions for
managers to be able to attract a large number of customers as well as maintain loyal
customers.
To achieve the set goals, the authors used Research by Amornsri Tanpipat, Sirijanya
Kuawiriyapan, and Taweerapat Eiamcharoom (2016) about the choice of movies for cinema
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audiences in Bangkok; Research by Nguyen Thi Bao Trinh (2016) with the topic "Research
on factors affecting the trend of choosing cinemas in Nha Trang city"; Research by W&S -
Online Market Research company (2012) on the topic "Survey on trends in watching movies
at cinemas in Ho Chi Minh City '' (2012); Research model Philip Kotler (2000) of Consumer
Behavior. The author proposes a theoretical research model including the following factors:
H1: Willingness to pay for price of movie tickets
H2: Quality of movie theater
H3: Quality of service
H4: Accompanying service
H5: Promotion
H6: Location
From this result, in order for the CGV service industry in Vietnam to develop more
and more, CGV's managers need to come up with the right strategies, proactively approach
the market to maintain stable current demand. Promote the understanding of customers'
opinions in order to perfect the products of CGV cinema. Enterprises need to constantly
expand the market, develop more service areas to best satisfy the needs of customers.
5.3. Evaluate the results of the topic:
Almost all studies have certain limitations and in this study the group also has some
limitations as follows:
First, the research is based on the audience living in Ho Chi Minh City and the
sampling method is convenient for the group's research, so the representativeness is not high.
If implemented in the direction of random sampling, the representativeness can be improved
even more.
Second, the factors that the survey team did not cover, besides that, there can still be
many other factors affecting the intention to choose a cinema but are not mentioned.
Third, recommendations are made based on research data, as well as the experience of
the authors. These recommendations are for informational purposes only.
Overall, the set goals have been achieved. However, due to the limited scope, time,
human resources, and funding for research, there are still quite large and uncontrollable
errors. The overall population is small (online survey), so our conclusions are only accurate
for the population that we studied, so the applicability of the topic in practice is not high. In
addition, the level of knowledge, the time to refer to the documents is not much, so our
analysis and evaluation is still sketchy and limited. We look forward to receiving your
comments to make our research more complete.

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