Consumer Attitudes to Local Movie Theatres

Paper Summary:

The theater business in Windsor, Canada is in the midst of significant changes. With the increased competition in the city, theaters have to do much more than assume what customers want, they must thoroughly investigate the exact desires of customers. The paper shows that by using this research effectively, the theaters can better position themselves for a leap into the new millennium. The research problem identified in this study is to determine respondents? attitudes toward the competing movie theaters in Windsor. The responses are categorized for evaluation by gender, age, marital status, income, education and occupation. This breakdown is crucial to analysis, as it allows results to infer characteristics of different market characteristics.

From the Paper:

"The comfort level of seating at the Parkway theatre revealed a significant difference among income groups. The lowest value was calculated for those earning less than $20, 000 per year. 10.3% of those respondents' would likely find the seating at the Parkway uncomfortable. Significantly higher are the respondents' earning over $20, 000 per year. Of those earning from $20, 000 to $49, 999, 40.9% would likely find the seating uncomfortable and 41.7% of those earning $50, 000 and over would likely agree that the seating at the Parkway is uncomfortable. Results of this analysis are found in Appendix 16.
In assessing the length of ticket lines by annual income, the significant difference exists respective to Silver City. 20.8% of those earning over $50, 000 annually find the ticket lines long at the Silver City theatre. 24% of those earning under $20, 000 find the ticket lines long at Silver City. Significantly greater were those in the $20, 000 - $49, 999 category, with 45.5% of respondents finding the ticket lines long. The reliable results of this analysis are found in Appendix 16."

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