A REPORT ON PERCEPTUAL MAPPING OF PEOPLE ON MOVIES WATCHED UNDER THE GUIDANCE OF: Prof. Lekha Sishta Director of DHRUVA COLLEGE OF MANAGEMENT BY:B. BHAVANA 09M065 TABLE OF CONTENTS 1. Introduction………………………………………….. 2. Objectives……………………………………………. 3. Scope…………………………………………………. 4. Methodology………………………………………… 5. Analysis & Interpretation……………………………… 6.
Recommendations………………………………… 7. Conclusion………………………………………….. INTRODUCTION I have been deputed by Dhruva College of Management Hyderabad. I have conducted a survey on perceptual mapping of people on movies watched. Perceptual mapping is a graphics technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.
The results are employed in improving the product or in developing a new one. OBJECTIVES: The main purpose of the study is to understand what people like most in a movie by trying to understand their perception of the different elements that constitute a movie. This study helps the movie-makers to concentrate on those areas which are most preferred by people so that they can make successful movies. SCOPE: This study helps to understand the preferences of eople while choosing a movie, how frequently they watch movies,who motivates them to watch a particular movie, which kind of promotion motivates them to go to watch a movie,whether the incongruence of the promotion with the actual experience of the movie has had an effect on their perception of the movie and whether the quality of the theatre had an effect on their perception of the movie watched. METHODOLOGY I have conducted survey through a questionnaire. I took a sample of 15 people from large population. My sampling is simple random sampling.
In this questionnaire ,consumer’s views about a movie are plotted (mapped) on a chart. Respondents are asked questions about their experience with movies in terms of story,comedy,action,music etc. Theses qualitative answers are transferred to a chart (called a perceptual map) using a suitable scale (a scale on 1-10) The questionnaire is as follows: 1. What kind of movies do you like? a) Comedy b) Action c) Horror This question helps to understand the preference of a person. It helps movie-makers to concentrate on those areas which are most preferred by people. 2. Name your top five favorite movies.
This question helps to know the movies which are on the top of their mind. 3. What qualities did you like in these five movies? This question helps to know which attributes do people look for in a movie while selecting a movie. It helps the movie-makers to make movies according to the tastes and preferences of people. 4. How do you rate these movies on the basis of qualities you have mentioned on a scale of 1 – 10? This question is very important as it helps us to predict the accurate positioning of the movies in their minds. 5. What is your most favorite movie and why? This question helps to know why the person likes a particular movie. . How frequently do you watch a movie? a) Once in a week b) Once in a month c) Once in every 3 months d) Yearly once Here,if the person watches movies more frequently,i. e. once in a week,then the data given by that person would be more reliable because he would have been exposed to a wide variety of movies and the data given by him gives accurate positioning of movies. 7. Who motivates you to go to a movie most of the times? a) Yourself b) Family c) Friend This reveals whether the perception of a movie is made by the respondent himself or there is an effect of other people in the process.
Based on this,the movie-makers can decide the mode of promotion. 8. What is the recent movie you watched? This helps us to see if time has an affect on forming perception. i. e the recent movie watched having more effect on the respondent’s mind. 9. When did you first hear about this movie? This helps to understand the amount of effect that promotion has on the respondent . This helps to know the most effective way for promotion. 10. What was your reaction to the promotion you saw/heard? This question is asked to know whether perceptions are made immediately i. e. halo effect or is it based on sound judgement.
If perceptions are made immediately,then it means that promotion must be done carefully. 11. Did you predict that it would be a blockbuster? If yes, why? This question is also intended to know whether expectations are formed prior to watching the movie. 12. Did the actual experience of the movie satisfy your expectations from advertisements? This question helps to know whether the respondent is satisfied after watching the movie or not. This suggests the movie-makers to improve in areas of promotion. 13. If no, what was your feeling after watching the movie?
This question helps to know whether there is any change in the perception formed if the actual experience of the movie is not satisfactory. It is also important to know whether this change in perception has a negative effect on the director and the artists. 14. What is your priority while choosing a movie? a) Actors b) Story c) Songs This question is intended to know the decision pattern of the respondent while choosing a movie. 15. Does the quality of the theatre have an effect on your experience of the movie? This question helps to understand whether the quality of the theatre has an effect on the perception of people about movies.
This suggests whether the distributors have to take care about the theatres or not. ANALYSIS & INTERPRETATION: How do you rate these movies on the basis of qualities you have mentioned on a scale of 1 – 10? X-AXIS-ratings on a scale of 1-10 Y-AXIS-number of people Ratings no. of people(comedy) no. of people(action) 1 0 0 2 0 0 3 0 0 4 0 0 5 2 5 1 1 7 2 1 8 3 0 9 2 1 10 2 4 The results show that most of the people like comedy and action in movies. This shows that the perception is positive. RECOMMENDATIONS: * It is recommended that movie-industry should make movies which have more comedy and action in them. * Movie industry should improve promotion. * Movie-industry should focus more on Television Advertising while promoting movies.
CONCLUSION: This project helped me to get practical exposure to what I studied in class room. It helped me to understand the tastes and preferences of people while choosing a movie. It helped me to understand the importance of promotion and best methods to promote a movie. It helped me to understand how to approach people while collecting data. It helped me to interact with diversified people under the guidance of Prof. Lekha Sishta . I feel that it gave me enough practical exposure to the Market. To conclude, this was a good opportunity in terms of experience gained.