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How to attract Ajumma into cinema
Final Project
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Index
Introduction
Research Objective
Focus Group Interview
Survey research
Recommendation
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Introduction
20¡¯s ~30¡¯s
Main Target
40¡¯s ~50¡¯s Female
New Target
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Research Objective
How they behave in terms of their leisure time
How they think about movies and movie theaters
Why they have a low usage rate
How we can improve
40¡¯s ~50¡¯s Female
(Ajumma)
New Target
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Focus Group Interview
Place : Village Fitness Center
Time : Nov 19th. Friday P.M. 12:30
Interviewees : six 30~50¡¯s housewives
Interview Design
Q. Daily Routine
A. Do housework in the morning and enjoy hobby after daytime.
exercising, culture program, watching movies, etc.
Q. About movie theate¡¦(»ý·«)
2. Special broa
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Survey Research
Why consumers don¡¯t go to cinema
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Survey Research
With whom do consumers go to cinema
Group B
Group C
Focusing strategy on friendship, social gathering
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Survey Research
Why consumers don¡¯t go to cinema
Group B
Group C
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Survey Research
Average Leisure Time
Going to cinema can be one of options of spending leisure.
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Survey Research
Which factors affect consumers when choosing a movie
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Recommendation
¡°Get your friend¡¯s ticket, Discount!¡±
The same movie, within a month
Good chance to please mom
WOM
WOM
Affected by WOM
Post-purchase behavior : Half of respondent Do Nothing!
Power of peer group or friend
Recommendation
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Recommendation
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- Motivated through media
- willingness time for leisure is adequate
¡æ Using media for increasing recognition of movie theater
Through Survey
Activating PR & PPL
1. Drama (PPL)
- Expose special scenes
2. Special broa