Analýza spotřebitelského chování na trhu kin

Abstract

The theme of this bachelor thesis is Consumer Behaviour Analysis on the Cinema Market. The main goal was to find out why do people visit cinema. Which factors are relevant when deciding to go to cinema and why they visit multiplex Cinestar opava when they have their own cinema in town. For my research I chose those cinemas: multiplex Cinestar Opava, cinema Hradec nad Moravicí, cinema Mír 70 Krnov, cinema Centrum Bruntál and cinema Pohoda Jeseník. Research was carried out with questionaire. Survey was effected in two ways: online and personaly. It was found out that people visit cinema only few times a year and they are planning their visit. The cinema is very expensive matter for them and they expect high standart of services. The cinemas often neglect propagation of their movies and have quite weak communication with their customers.