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Study of Consumer PerceptionAbout
Wave CinemasPRESENTED BY:-
DAKSHESH RAWAT [BBA 4510]
ANKIT NAG [BBA 4511]
MANJOT KAUR [BBA 4513]
SHILPA KAPOOR [BBA 4516]
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About Wave Cinemas
A part of the Chadha group
Began its commercial operations in Sep 2003
with the launch of its 2 Multiplexes & 2
Malls:- First at Wave Cinemas ( East End Mall )in
Kaushambi, Ghzb (U.P), Ghaziabad's Biggest(areawise) 4 Screen Multiplex
Second at Wave Cinemas( Centre Stage Mall )in
Sec-18,Noida(U.P),Noida's first Multiplex in Mallwith 5 Screens.
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ObjectivesOfThe Study
To study the consumer perception
regarding WAVE Cinemas.
To study the preference of people
of the multiplex irrespective of the
monetary aspect.
To study the attributes liked by the
movie goers.
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Research Methodology
Sample size - 50
Data Research method Exploratory
research
PRIMARY Questionnairescontains:- Factualquestions, Open-ended questions, Dichotomous
questions, Multi-chotomous
questions, Contingency questions.
SECONDARY Internet.
Analysis tool -
SPSS12.0
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Customer Analysis
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Demographic Analysis
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Age Group ofthe respondents
0
10
20
30
40
50
60
10--20 20-30 30-40 Above 40
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Residential Locations
14.29%
4.76%
33.33%
2.38%
30.95%
9.52%
East delhi
West delhi
Noida
North delhi
South delhi
Ghaziabad
Others
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67%
33%
Gender
Males
Females
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Income ofthe respondents
14%
30%
6%14%
36%
Upto 40000
40000-60000
60000-80000
80000-100000
Abv 100000
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Factual analysis
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Q. How many times do you goforwatching movies?
7%
22%
38%
33%
Daily
Weekly
Monthly
Occasionally
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Q. When you think ofmultiplexes, whatname comes to your mind?
0
5
10
15
20
25
30
35
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Q.For collecting information regardingshow timings, ticket availability, etc
which medium do you prefer?
49%
38%
12%
1%
Newspaper
Internet
Telephone
Any other
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Q. Have you visited Wave Cinemas?
0
10
20
30
40
50
60
70
Yes No Missing
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Q.Rate the following according to yourpreference:-
70%
18%
12%
Ambience
G d
Excellent
Average
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0
10
20
30
40
50
60
70
Good rag Exc ll nt Bad Poor
Pict e/ Qualit
Pictur /Sound Quality
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62%
34%
4%
Ticket rates
oo
Average
Excellent
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0
10
0
30
40
50
60
0
Excelle t Good Aver ge Bad Poor
Sho i i
how Timi gs
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4%
44%
31%
11%
10%
Food
G d
Average
Bad
P r
Excellent
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FINDINGS
Around 40% of the respondents watch movie
on a monthly basis.
Amongst the competitors the PVR holds a
major position in the market followed bySpice and Big Cinemas.
Since majority i.e. about 40% of ourrespondents are from Noida, they prefer
going to Spice.
Around 50% of the respondents said thatnewspapers are the major source ofinformation.
A majority of respondents have visited Wave
Cinemas.
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FINDINGS
The general perception i.e. about 70% ofpeople rate the ambience of Wave Cinemaas good.
58% respondents think that the picture andsound quality of Wave Cinema is averageand about 28% rate it as good.
Ticket rates are rated good by around 65%
respondents.
58% respondents say that the show timings ofWave is good. Whereas there are few peoplewho think its bad.
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CONCLUSION
Thus, on the basis of the answers given by therespondents, we can say that the Wave Cinema hasestablished itself in all these years. But, still there aresome things it has to take care of, to survive in this eraof cutthroat competition.
We can say that the respondents are generallysatisfied with the service of Wave cinemas. ThoughWave Cinemas have good sound systems, still thereare only 28% respondents who regard it as good. And58% have rated the picture and sound quality of
Waves as average.
We can see that people from different areas of Delhicome to Waves to watch movies. But the recall aboutwave is very less in the minds of the respondents. The
name that comes to their mind is PVR.
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RECOMMENDATIONS
Wave Cinemas should continue with thecurrent level of service that it is offering to itscustomers since they are satisfied with its
service. It should advertise more and promote itself
more so as to compete with stronger brandsin this industry like PVR and Big Cinemas.
The cinema chain should also give moreoffers and make its prices more competitive.
It should also improve its sound systems asthe respondents have suggested the same.
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