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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 theater
A…(생략)
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
영화도 이제 줌마시대
- Motivated through media
- willingness time for leisure is adequate
→ Using media for increasing recognition of movie theater
Through Survey
Activating PR & PPL
1. Drama (PPL)
- Expose special scenes
2. Special broa
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