소비자행동론 아줌마들의 관심을 영화관으로 끌어들이기위한 공략(영문)

소비자행동론 아줌마들의 관심을 영화관으로 끌어들이기위한 공략(영문) [소비자행동론] 아줌마들의 관심을 영화관으로 끌어들이기위한 공략(영문).docx 목차 1.Introduction & Research Overview 2.Research Objective 3.Focus Group Interview 4.Survey design 5.Recommendations 본문 4.Survey design Variables: -Movie : Frequency of watching movies, Through what kind of media, Influences in watching movies, Date & Time -Cinema : Frequency of going to cinema, Companions they take to cinema, What triggers them to go to cinema, What stops them from going to cinema, Price of watching movie in cinema, Whether they know about how to use discounts, Usage of those discounts -Leisure : How many hours of leisure time, What type of leisure, How much they are willing to pay to go to cinema compared to their leisure, Whether they have social gatherings, What type of social gathering, Activities before or after watching a movie -Target : Age, Job, Social activity -Samples : 96 women from ages 40 to 59 (total 99 samples, 3 were found default) Survey Analysis a)Segmentation: -For segmentation, we first categorized our participants into three groups. As the table below shows, we chose ‘Frequency of watching movies’ and ‘Frequency of going to cinema’ as our main criteria. Frequency of watching movies tells us how much our target has interest 본문내용 has been highly successful and reached its mature step. As the market got saturated, the growth rate of sales and operation income level is decreasing substantially. The reason is considered that the target market of multiplex theater which is majorly in 20’s and 30’s is already a regular user group and not intended to increase its visiting rate dramatically. Major players in this industry are fi