The cinema industry in Singapore : a market segmentation exercise
The objective of this study is to find out the present tactics employed by cinema chains in Singapore to target at the cinema audience. Literature research carried out pointed out the usefulness of benefit segmentation as a basis of segmenting a market and in providing a deeper understanding of a ma...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/64048 |
| _version_ | 1824453929532915712 |
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| author | Juan, Hee Meen Tan, Winnie Bee Hong Tan, Siew Yan |
| author2 | Toh Thian Ser |
| author_facet | Toh Thian Ser Juan, Hee Meen Tan, Winnie Bee Hong Tan, Siew Yan |
| author_sort | Juan, Hee Meen |
| collection | NTU |
| description | The objective of this study is to find out the present tactics employed by cinema chains in Singapore to target at the cinema audience. Literature research carried out pointed out the usefulness of benefit segmentation as a basis of segmenting a market and in providing a deeper understanding of a market. A benefit segmentation usirig the forwards approach was performed with data obtained via primary research through a survey conducted by personal interview with the cinema audience. By performing cluster analysis, three clusters were obtained - the "cultured vultures" who prefer artistically-acclaimed shows; the "experiencers" who want convenience , comfort , feeling of luxury , good sound and visual effects and so on, that is, the ultimate enjoyment; the "socializers" who watch movies mainly to be with their friends. Each segment's market size is as follows : segment one has a size of 467,400, segment two has a size of 819,900 and segment three has a size of 225,200. It was recommended that cinema chains should manipulate the 4Ps to design a package to cater to each segment. |
| first_indexed | 2025-02-19T03:14:14Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/64048 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2025-02-19T03:14:14Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/640482023-05-19T03:30:04Z The cinema industry in Singapore : a market segmentation exercise Juan, Hee Meen Tan, Winnie Bee Hong Tan, Siew Yan Toh Thian Ser Nanyang Business School DRNTU::Business::Marketing::Market segmentation The objective of this study is to find out the present tactics employed by cinema chains in Singapore to target at the cinema audience. Literature research carried out pointed out the usefulness of benefit segmentation as a basis of segmenting a market and in providing a deeper understanding of a market. A benefit segmentation usirig the forwards approach was performed with data obtained via primary research through a survey conducted by personal interview with the cinema audience. By performing cluster analysis, three clusters were obtained - the "cultured vultures" who prefer artistically-acclaimed shows; the "experiencers" who want convenience , comfort , feeling of luxury , good sound and visual effects and so on, that is, the ultimate enjoyment; the "socializers" who watch movies mainly to be with their friends. Each segment's market size is as follows : segment one has a size of 467,400, segment two has a size of 819,900 and segment three has a size of 225,200. It was recommended that cinema chains should manipulate the 4Ps to design a package to cater to each segment. BUSINESS 2015-05-22T04:59:14Z 2015-05-22T04:59:14Z 1994 Final Year Project (FYP) http://hdl.handle.net/10356/64048 en Nanyang Technological University 97 p. application/pdf |
| spellingShingle | DRNTU::Business::Marketing::Market segmentation Juan, Hee Meen Tan, Winnie Bee Hong Tan, Siew Yan The cinema industry in Singapore : a market segmentation exercise |
| title | The cinema industry in Singapore : a market segmentation exercise |
| title_full | The cinema industry in Singapore : a market segmentation exercise |
| title_fullStr | The cinema industry in Singapore : a market segmentation exercise |
| title_full_unstemmed | The cinema industry in Singapore : a market segmentation exercise |
| title_short | The cinema industry in Singapore : a market segmentation exercise |
| title_sort | cinema industry in singapore a market segmentation exercise |
| topic | DRNTU::Business::Marketing::Market segmentation |
| url | http://hdl.handle.net/10356/64048 |
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