Consumer Preference and Satisfaction of INOX Cinema in Coimbatore City

Dr. T. Shenbhagavadivu1,
Vivin.K2, Abishek.J3, Johnty Davis.T.S4, Sravan.S5
1
Assistant Professor, Sri Krishna Arts and Science College, Coimbatore. Mail ID:
shenbhajeevi@gmail.com
2, 3, 4 & 5
I M. Com IB, Sri Krishna Arts and Science College, Coimbatore.

Abstract:
India is a diversified country with culture, language, geography and this diversification pathed the
way for the development of Indian Cinema Industry. There was an important role of art, dance,
music in the life of Indians. Music and drama is part of life in India and this goes well with the
Indian cinema Industry. Since the first film Raja Harishchandra was released in 1913, Indian
cinema has spread its roots deep into society and penetrated into the values and cultures of
Indians. This apparently shows the world that our industry is huge compared to any other around
the globe. The immense power, size, the money involved and resources used in Indian cinema is
growing each and every year.
The perception of the consumer towards the cinemas is changing over the years. It is not merely
watching movies anymore. In the process, the science as well as the art of screening a movie has
played a significant role over the years. INOX Cinema has been modern way of viewing cinema
with lot of modern technologies to reinvent the cinematic experience and redesign the service
offerings to attract new customers, increase the frequency of visits of existing customers. The
present study helps to analyze the competition existing in the market regarding INOX. The scope
of study is to find the opinion of consumers about the INOX cinemas, related to Quality is
significant for INOX cinemas for a number of reasons, including competitive advantage and
increasing consumer expectations. The purpose of the study to highlight the various aspects which
lead to the preference of INOX cinemas over single screen theatres. The outcome the study will be
benefit to managers to identify various factors, which lead to the preference of INOX cinemas
over other screen theatres.

Keywords: India Cinema, INOX Cinema, Customer Preference, Modern Technology.

1
Introduction:
Our country is geographically diversified in culture
and language and has proved through the time that it
help directly in the growth of Indian Cinema
industry. Music and drama is part of life in India
and this goes well with the Indian cinema Industry.
Since the first film Raja Harishchandra was released
in 1913, Indian cinema has spread its roots deep into
society and penetrated into the values and cultures
of Indians. INOX Cinema has been modern way of
viewing cinema with lot of modern technologies to
reinvent the cinematic experience and redesign the
service offerings to attract new customers, increase
the frequency of visits of existing customers. India
is a country which has a huge scope of cinema
industry, the present study focuses on influence of
the consumer’s importance to the INOX cinemas
can state the ways of sustaining in the market with
huge competitors. The new players must provide
more services than the bigger sharks to attract the
consumers which results in lesser profits and
sometime loss, it become important to carry out a
research to know the consumers satisfaction towards
the INOX cinemas.
OBJECTIVES OF THE STUDY
 To analyze the factors that influence to
consumers towards INOX cinema
 To find out the problems faced by consumers in
INOX.
2
 To find out the preference and satisfaction of
the consumers.
RESEARCH METHODOLOGY
Sampling techniques: Convenience sampling
techniques
Sampling design: Non probability sampling
Data collection method: Primary data and
Secondary data
Area of study: Coimbatore city
Target population: Age group between 18-54
Sampling size: 130 respondents
Statistical Tools Applied
 Simple percentage analysis
 Likert Scale analysis
 Average rank analysis
Review of Literature
Bamini KPD.Balakrishnan 2012 in their study
“Impact of Service Quality on Customer Loyalty: A
Study with Special Reference to PVR kochi”:
PVR has been selected randomly among five
multiplex functioning in Kochi city. The study
suggest that the service providers should reduce the
ticket price since the ticket price seems to be high,
Besides the number of advertisement at the time of
interval should be reduced and necessary steps to be
taken to reduce the cost of food and beverages.
Falincia Fira Lasut And Ferinand Tumewu 2015
“ Customer Decision Making in Selectiong Cinema
 using analytical Hierarchy Process (AHP) Method
(Case study: MANTOS 21, Megamall XXI,
Cinemaxx)”: This research is used quantitative
method and quantitative research seeks to quantify
the data. Analytical hierarchy Process is a method of
ranking decision alternatives and selecting the best
one given multiple criteria. It allows users to assess
the relative weight of multiple criteria or multiple
options against given criteria in an intuitive manner.
Siyuan Liu 2016 in the study “Asian Theatre
Journal”: The performing arts of Asia, focusing
upon both traditional and modern theatrical forms. It
aims to facilitate the exchange of knowledge
throughout the international theatrical community
for the mutual benefit of all interested scholars and
artists. This engaging, intercultural journal offers
descriptive and analytical articles, original plays and
play translations, book and audiovisual reviews, and
reports of current theatrical activities in Asia. Full-
color plates and black-and-white photographs
illustrate each issue.
Yi Lu 2016 in their study “The malling of the
movies: Film exhibition reforms, multiplexes, and
film consumption in the new millennium in urban
China”: The China's multiplex boom in the new
millennium. The dramatic growth in the multiplex is
commercial real estate developments, urbanization
and consumerism in China. The multiplex as a
cinematic and the state's support for the multiplex
development as a case study of China's strategies of
‘controlled commoditization’. The modernization
and co modification of cinema-going space, the state
recreated the social relations between the
government and the film industry, cultural
regulation, people's public life and human behavior.
K.PriyaDharshini And R.Umamaheswari 2016 in
the study “A study on consumer perception towards
Multiplex Theatre –with Special reference to
Coimbatore City” : The power of an Indian cinema
industry can be well understood by the past history
and the money involved and resources used in
Indian cinema growing year by year. The perception
of the consumer towards the cinemas is changing
over the years. The convenience sampling technique
was used to get the data. The structured
questionnaire were used to collect the data from the
respondents .

ANALYSIS & INTERPRETATION: Table No: 1 - Descriptive Statistics

No. of No. of
Category Group Respo % Category Group Respo %
ndent ndent
Gender Male 67 55.8 Female 53 44.2
3
 No. of No. of
Category Group Respo % Category Group Respo %
ndent ndent
Below 20 59 49.2 Above
02 1.7
21 to 30 53 44.2 10,00,000
Age
31 to 40 05 4.1 Marital Married 20 16.7
40 and above 03 2.5 Status Unmarried 100 83.3
SSLC 10 8.3 Ticket
Educational HSC 12 10 29 24.2
Bookings
Qualificatio Under Important to
86 71.7 Cinema
n Graduate choose 31 25.8
Location
Post Graduate 12 10 cinema
Seating 40 33.3
Business 30 25 Comfort 20 16.7
Student 43 36 Online 45 37.5
Occupation Government Book your
10 8.2 Counter 23 19.7
employee tickets
Both 52 43.3
Others 37 30.8 INOX 55 45.83
Income (Rs) Below 2,50,000 68 56.7 Preference
P.V.R 18 15
2,50,000 to to watch
34 28.3 Big Cinemas 33 27.5
5,00,000 Cinemas
Other 14 11.67
5,00,000 to 16 13.3
10,00,000

Table – 2 – Respondents Satisfaction Level for Various Factors towards INOX Cinema

Strongly
Strongl Agre Neutra Disagre
Factors Disagre
y Agree e l e
e
Price 32 34 28 19 7
Location 19 26 28 20 26
Comfort 27 26 23 25 19
Quality 23 24 38 18 17
Brand Image 25 20 48 23 14
Facility 33 27 21 26 09

4
 Particulars 1 2 3 4 5 6 7 Total Rank

Price 13(7) 24(6) 19(5) 11(4) 15(3) 14(2) 23(1) 470 4

Timing 19(7) 16(6) 24(5) 11(4) 26(3) 10(2) 13(1) 504 1

Colour 18(7) 12(6) 17(5) 13(4) 25(3) 15(2) 19(1) 459 5

Sound 19(7) 16(6) 21(5) 16(4) 12(3) 15(2) 20(1) 484 3

Location 21(7) 16(6) 22(5) 10(4) 20(3) 16(2) 14(1) 499 2

Food 13(7) 18(6) 21(5) 20(4) 12(3) 22(2) 13(1) 417 6

Service 20(7) 17(6) 18(5) 14(4) 16(3) 15(2) 19(1) 457 7

Table - 3 FEATURES IN ORDER TO YOUR PREFERENCE

Table – 4 AWARENESS OF INOX MOVIES

Particulars 1 2 3 4 5 6 7 Total Rank

INOX 20(7) 22(6) 17(5) 12(4) 16(3) 14(2) 18(1) 499 2

P.V.R 14(7) 16(6) 24(5) 15(4) 18(3) 22(2) 11(1) 483 4

Cinepolis 16(7) 14(6 23(5) 21(4) 17(3) 14(2) 15(1) 489 3

Fun Cinemas 15(7) 21(6) 13(5) 22(4) 13(3) 18(2) 17(1) 476 6

Satyam 20(7) 19(6) 21(5) 17(4) 19(3) 12(2) 11(1) 519 1

KG 19(7 13(6) 17(5) 12(4) 16(3) 22(2) 20(1) 450 7

Big Cinemas 23(7) 14(6) 22(5) 10(4) 12(3) 13(2) 30(1) 481 5

FINDINGS  Majority (55.8%) of the respondents are male.

5
 Most (49.2%) of the respondents fall on the age
group below 20 years.
 Majority (71.7%) of the respondents belong to
Under Graduates.
 Most (36%) of the respondents as a Students.
 Majority (56.7%) of the respondents have a
family income below Rs 2,50,000.
 Majority (55.6%) of the respondents are
unmarried.
 Majority (62.5%) of the respondents are
influenced in overprice of ticket.
 Most (33.3%) of the respondents are influenced
to choose cinema by seating.
 Majority (52.5%) of the respondents are
satisfied the INOX quality is good.
 Most (43.3%) of the respondents are booking
the ticket in both Online and Counter.
 Most (45.83%) of the respondents are preferred
to watch cinema in INOX.
 Most (43.33%) of the respondents are rating
comfort of INOX is good.
 Majority (53.3%) of the respondents are
influenced in the INOX cinemas are well set
up
than other cinemas.
 Most (39.7%) of the respondents are rating
facility of INOX is good to watch cinema.
 Majority (85%) of the respondents are satisfied
the overall performance of INOX.
 Majority (80%) of the respondents are satisfied
the customer service of INOX cinemas.
 Likert scale 3.5 is greater than the middle
6
value(3), so the customer are Agreed in the
price
 Likert scale 2.9 is Not greater than the middle
value(3), so the customer are Not Agreed
 in the location
 Likert scale 3 is greater than the middle
value(3), so the customer are Agreed in the
Comfort of INOX
 Likert scale 2.1 is not greater than the middle
value(3), so the customer are Not Agreed
 in the quality of INOX.
 Likert scale 1.98 is not greater than the middle
value(3), so the customer are Not agreed in the
Brand image of INOX
 Satyam is in the rank 1 and its influences the
respondent to take decision choose cinemas.
 Timing is in the rank 1 and its influences the
respondent to take decision in INOX cinemas.
CONCLUSION
The consumers are benefited because of the good
quality of screening and convenient seating
Through the study it was founded customers
satisfied with the overall environment of the
theatre the major factor influences them to visit the
theatre again is reputation and concern towards
customers. However the price of food and
beverages provided during intervals has to reduce.
However the customers need to be even more
convenient and reality experience in theatre.
Hence the overall opinion of the customers
towards INOX theatre is good and satisfied.  K.PriyaDharshini And R.Umamaheswari
(2016) A study on consumer perception
Reference towards Multiplex Theatre –with Special
 Bamini KPD.Balakrishnan (2012) “The impact reference to Coimbatore City ISSN
of Brand placement and Brand Recall in (online):2250-0758,ISSN (print):2394-6962
movies: Empirical Evidence from Malaysia”  N. Z. Foutz (2017) Entertainment Marketing:
International journal of management and Foundations and Trends R in Marketing, Vol.
marketing research Volume 5 Number 2,2012. 10, No. 4 (2017) 215–333c 2017 DOI:
 Bamini KPD.Balakrishnan (2012) Impact of 10.1561/1700000049 ISBN: 978-1-68083-332-
Service Quality on Customer Loyalty: A Study 4
with Special Reference to PVR kochi ISSN
(print):2393-8374, (Online):2394-
0697,Volume -4,Issue 10,2017.
 Falincia Fira Lasut And Ferinand Tumewu
(2015) Customer Decision Making in
Selectiong Cinema using analytical Hierarchy
Process (AHP) Method (Case study: MANTOS
21, Megamall XXI, Cinemaxx Volume 15
No.04 Tahun 2015
 Amit Mohan Sharma And Komal Chopra
(2015) Study of Factors Influencing Cinegoers
Preference For Multiplex compared to single
screen cinemas in Pune E-ISSN:2454-9916,
Volume -1, Issue 5 Dec 2015
 Siyuan Liu (2016) Asian Theatre Journal:
ISSN: 0742-5457 E-ISSN: 1527-2109
Frequency: Semiannual
 Yi Lu (2016) The malling of the movies: Film
exhibition reforms, multiplexes, and film
consumption in the new millennium in urban
China: Volume 10, 2016 - Issue 3