Indian Film Industry
Identification of critical success factors in the Indian film industry and studying their interrelationship
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MARKETING RESEARCH
PROJECT REPORT
UNDER THE GUIDANCE OF
Contents
1. Introduction to the Problem
2. Research Objectives
3. Methodology a) What we did for the primary data b) Questionnaire in the Project Proposal c) Questionnaire we actually used in the survey d) Secondary Data Collection
4. Sampling a) Sampling the primary data b) Sampling the Secondary Data
5. Factor Analysis as a data reduction method for primary data a) Basic Idea of Factor Analysis as a Data Reduction Method b) Combining two variables into a Single Factor
6. Secondary Data Analysis and Interpretation
7. Implications and Suggestions a) Limitations b) Suggesstions
8. References
Introduction to the Problem
The business of movies is a risk intensive business. For an experiential good like movies, Indian film industry is a pretty disorganized one. Most of the movies are made without keeping in mind the target audience and in that search for that elusive Holy Grail called box office success our movie makers end up throwing their product to everybody. And trying to be everything to everybody is not an easy business. Rather it could send you out of business!
So if we could somehow determine what the audience want, and jot out success factors for a movie, a producer/director’s life could be made a lot easier. Specifically, as with other experiential goods, the primary reason for people to consume a movie is to experience it, rather than expecting it to fulfill a physiological need. This makes the task of finding out these factors all the more difficult.
There is a lot of subjectivity on what constitutes a good
[pic]
MARKETING RESEARCH
PROJECT REPORT
UNDER THE GUIDANCE OF
Contents
1. Introduction to the Problem
2. Research Objectives
3. Methodology a) What we did for the primary data b) Questionnaire in the Project Proposal c) Questionnaire we actually used in the survey d) Secondary Data Collection
4. Sampling a) Sampling the primary data b) Sampling the Secondary Data
5. Factor Analysis as a data reduction method for primary data a) Basic Idea of Factor Analysis as a Data Reduction Method b) Combining two variables into a Single Factor
6. Secondary Data Analysis and Interpretation
7. Implications and Suggestions a) Limitations b) Suggesstions
8. References
Introduction to the Problem
The business of movies is a risk intensive business. For an experiential good like movies, Indian film industry is a pretty disorganized one. Most of the movies are made without keeping in mind the target audience and in that search for that elusive Holy Grail called box office success our movie makers end up throwing their product to everybody. And trying to be everything to everybody is not an easy business. Rather it could send you out of business!
So if we could somehow determine what the audience want, and jot out success factors for a movie, a producer/director’s life could be made a lot easier. Specifically, as with other experiential goods, the primary reason for people to consume a movie is to experience it, rather than expecting it to fulfill a physiological need. This makes the task of finding out these factors all the more difficult.
There is a lot of subjectivity on what constitutes a good
References: 1. Determinants of Motion Picture Box Office and Profitability: An Interrelationship Approach by Thorsten Hennig-Thurau, Mark B. Houston, and Gianfranco J. Walsh (Sept 2003) 2