Marketing Research

Movies preferred by youngsters and which influences

them....

PGDBM- TSCFM
3/28/2014
By ,
Arka Bose & Arun Singh


Marketing Research 2

Contents:-
Serial no. Topics Page no.
1 Introduction 2
2 Literature review 3
3 Research
Objective &
Research
methodology
4
4 Data Analysis 5
5 Conclusion 14
6 References/
Bibliography
15
7 Annexure- I 16


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Introduction:-
Empirical Research on the readings of different types of movies has
tended to focus on the contemporary exposure of different types of
audiences to different types of contents and genres. This research
paper contains the study of preferable movies by youngsters and its
impact on them . By analysing the 100 respondents in terms of
survey with respondents age between 16 and above, this research
paper evaluates their degree of acceptance, negotiation or rejection
not of a single movie but of types of films according to their content
and language. The impact on them was so deep that they were able
to talk passionately and compassionately about the whole set of
movies they have watched in Hollywood, Bollywood or any of their
regional language . The paper concludes with a discussion of the
methodological implications of preferences of youngsters on
movies and their impact on them and hence stress the need of
contextualize those with a wider context of movies and their social
and cultural need for the youngsters to watch.









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Literature review:-
1. Uhrig, S.C. Noah (2005) Studied that cinema has positive as
well as negative effects depending on the genre and the mindset of the
person.
2 Neil M. Malamuth (1981) Studied that certain violent, sexual
movies have increased male subjects acceptance of interpersonal
violence against women whereas for females there were non-
significant tendencies of being less acceptable of interpersonal
violence.
3. Debra K Katzman (2003 ) Studied that this paper reviews
some of the evidence regarding the influence of the media on the
development of self-perception, body image, weight concerns and
weight control practice.
4. James D. Sargent (2005) establishes the connection between
smoking portrayed in movies and the adolescent teenagers getting
influenced by them and applying the movie stars.
5. Enrico Moretti(2008 )according to the research done by
using box office data for all the movies. The mode of implication is a
simple mode of social learning. The consumption decision of
individuals and dynamics of different box office sales.







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Research Objective:-
1. To know the preferences of youngsters on movies.
2. To know the impact of movies on the youngsters



Research Methodology:-
For the research paper the data's was collected through surveys from
individual respondents .The sample size of the survey is hundred and
the research contains unmarried or married , males or females whose
age range is between 16 years and above. The data's that are collected
are tested in SPSS, using Chi Square , Friedman test and the data's are
then analysed to arrive at a proper conclusion .










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Data analysis:-
Findings of the research:
H0 (1):There is no significant difference in the categories of movies
that influences the youngsters.
H1(1): There is a significant difference in the categories of movies
that influences the youngsters.
Table 1.1: Friedman Test
Ranks:-

Mean Rank
Q4a
3.04
Q4b 3.86
Q4c 4.33
Q4d 3.76
Q4e
4.17
Q4f 4.54
Q4g
4.30

Table 1.2: Test Statistic
Test Statistics
N
100
Chi-Square
32.481
Df
6
Asymp. Sig.
.000


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Data Interpretation:-
From the above analysis, it has been found that the chi value stands at
32.481 and its p value is 0.000 which is quite lesser than 0.05 at 95%
confidence levels. Thus we reject null hypotheses and accept the
alternative hypotheses. Friedman Ranking test has been used to derive
mean ranks on the basis of youngsters opinion about different
movies, which influenced them. Table 1.1 has ranked different
movies categories on basis of their mean scores. The movies with
ranks i.e. Action, is the most influenced by the youngsters. On the
other hand, youngsters dont seems to get influenced by Comedy
movie much since it has lowest rank. Thus the analysis continues to
remain same for the other types of movies too. In Table 1.2 it has
been explained that movies do have their own way of influencing the
youngsters. movies like Action and Horror have a highly influenced
youngsters. The influencing movies like Comedy and Animated is
not much for the youngsters.. Thus it can be said that movies that are
preferred by youngsters do have a influence on them.

H0(2):There is no significant relationship between the influence of
movies and the age group.
H1(2): There is a significant relationship between the the influence of
movies and the age group.


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Table 2.1
Cross tabulation
Count


Q11
Total

16-20 21-25 26-30
31
Above
Q7 Yes
4 9 13 11 37
No 11 25 17 10 63
Total
15 34 30 21 100


Table 2.2
Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square
4.952
a
3 .175
Likelihood Ratio
4.977 3 .174
Linear-by-Linear
Association
4.322 1 .038
N of Valid Cases
100

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is
5.55.



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Data I nterpretation:-
From the above analysis, it has been found that the Chi value stands at
4.952 and its p value is 0.175 , which is less than 0.05 at 95%
confidentiality levels. Thus we reject the null hypothesis and accept
the alternative hypothesis. Thus we can say that movies do have an
impact on the youngsters of different age group. Thus we accept
alternate hypothesis. H1(2): There is a significant relationship between
the influence of movies and the age group.

H0(3): There is no significant influence of any material or person
from watching movies.
H1(3): There is a significant influence of material or a person from
watching movies.

Table 3.1 Friedman Test
Ranks
Mean Rank
Q9a 4.69
Q9b 4.61
Q9c 4.68
Q9d 3.80
Q9e 4.48
Q9f 4.17
Q9g 4.99
Q9h 4.57


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Table 3.2 Test Statistics
Test Statistics
N
99
Chi-Square
18.451
Df
7
Asymp. Sig.
.010

Data I nterpretation:-
From the above analysis, it has been found that the chi value stands at
18.451 and its p value is 0.010 which is quite lesser than 0.05 at 95%
confidence levels. Thus we reject null hypotheses and accept the
alternative hypotheses. Friedman Ranking test has been used to derive
mean ranks on the basis of youngsters getting influenced by
materials and personals from the movies. Table 3.1 has ranked
different materials and personal basis of their mean scores. The
materials and the personals with ranks i.e. Hair Style, is the most
influenced to the youngsters. On the other hand, youngsters dont
seems to get influenced by Foot wear in movie much since it has
lowest rank. Thus the analysis continues to remain same for the other
types of materials and personals too. In Table 3.2 it has been
explained that materials and personals do have their own way of
influencing the youngsters. through movies, like Hair Style and
Actors are highly influencing youngsters.. Thus it can be said that
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there is a significant influence of material or a person from watching
movies.







H0(4): There is no significant relation between the types of films
preferred by youngsters and their age group.
H1(4): There is significant relation between the types of films
preferred by youngsters and their age group.

Table 4.1
Cross tabulation
Count


Q11
Total

16-20 21-25 26-30
31
Above
Q3 New
Releases
8 15 11 8 42
Golden
Oldies
3 13 9 10 35
Art Flims 4 6 10 3 23
Total
15 34 30 21 100

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Table 4.2
Chi-Square Tests

Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square
5.608
a
6 .469
Likelihood Ratio
5.641 6 .465
Linear-by-Linear
Association
.245 1 .621
N of Valid Cases
100

a. 2 cells (16.7%) have expected count less than 5. The minimum expected count is 3.45.
Data I nterpretation:-
From the above analysis, it has been found that the Chi value stands at
5.608 and its p value is 0.469 , which is less than 0.05 at 95%
confidentiality levels. Thus we reject the null hypothesis and accept
the alternative hypothesis. Thus we can say that the age group of
youngsters do have influence of the types of movies. Thus we accept
alternate hypothesis. H1(2): There is significant relation between the
types of films preferred by youngsters and their age group.





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H0(5): There is no significant relation between the marital status of a
person and the makeup that are used in movies among the youngsters.
H1(5): There is a significant relation between the marital status of a
person and the makeup that are used in movies among the youngsters.

Table 5.1
Cross tabulation
Count
Q13
Total Married Single
Q9f Not At All
5 19 24
A Little 11 15 26
Average 11 12 23
Influenced 10 7 17
Very Influenced 4 6 10
Total 41 59 100

Table 5.2
Chi-Square Tests

Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 6.733
a
4 .151
Likelihood Ratio
7.046 4 .133
Linear-by-Linear
Association
3.667 1 .056
N of Valid Cases 100
a. 1 cells (10.0%) have expected count less than 5. The minimum expected count
is 4.10.
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Data I nterpretation:-
From the above analysis, it has been found that the Chi value stands at
6.733 and its p value is 0.151 , which is less than 0.05 at 95%
confidentiality levels. Thus we reject the null hypothesis and accept
the alternative hypothesis. Thus we can say that there is a significant
relation between the marital status of a person and the makeup that
are used in movies among the youngsters. Hence we accept the H1(5).




Note:-
Q.8(Conclusion from 100 surveys)
It has been found out from the survey research, that there are some
movies which had impacted the youngsters a lot and it has influenced
their life style, fashion sense and their way of thinking towards life .
During last six months the kind of movies that are up on screen had
really impacted on them a lot for which there is a kind of revolution in
dressing sense , hairstyles and attitude of youngsters and preferences.





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Conclusion:-
Thus from the research on Movies preferred by youngsters and which
influences them, on doing all data analysis it is concluded that mostly
youngsters preferred action pack new releases , with modern trend
3D effect having a good story line with their favourite actors and
actresses in it . Mostly it is found out that the age group between 21 -
25 are more influenced by these movies and the salary between 5-7
lakhs per annum are ready to spend more on these movies. Hence it
can be stated that truly movies does have a good impact on
youngsters.












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References/ Bibliography:-
Uhrig, S.C. Noah (2005), Cinema is good for you: the effects of
cinema attendance on self reported anxiety or depression and
'happiness- Institute for social and economic research 2005 journal.

Neil M. Malamuth (1981), The effects of mass media exposure on
acceptance of violence against women- Journal of research in
personality 15, 436-446.
Debra K Katzman (2003), The impact of the media on eating
disorders in children and adolescents- Journal List Paediatr Child
Health v.8(5); May-Jun 2003 PMC2792687

James D. Sargent (2005), Smoking in Movies: Impact on
Adolescent Smoking Journal of Adolescent Medicine 16 (2005)
345 370
Enrico Moretti(2008) Social learning and peer effects in consumption
evidence from movie sales- NBER working paper No- 13832, March
2008

https://www.iser.essex.ac.uk/publications/working-papers/iser/2005-
14
http://www.academia.edu/4181668/Preferred_and_negotiated_memor
ies_of_cinema_going_in_Monterrey_Mexico_1930-1960s



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Annexure:-I
Movies preferred by youngster and which influences them.
Questionnaire:
1) Please indicate how often you currently visit the cinema? Please
one box.
o Weekly
o Monthly
o Quarterly

2) Do you rent or buy DVDs instead of going to the Cinema? Please
one box.

o Always
o Never
o Sometimes
o I/We do both

3) What types of films would you like to see?

o New Releases (3-6 months after release)
o Golden Oldies
o Art Films

4) Which kind of movies do you prefer?(rank them from 1 to 7)
o Comedy
o Animated
o Musicals
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o Romantic
o Thrillers
o Horror
o Action

5) What kind of language do you prefer to watch a movie?
o Hindi
o English
o Regional

6) Are you in to watching movies which have visual effects or non-
visual effects films
o 3D
o 4D
o Non-visual effects movie

7) According to you do movies make an impact on you
o Yes
o No

8) In last 6 months have you watched any movies which have made
an impact on you?




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9) What influences the most in your decision making

IN MOVIES NO
T
AT
AL
L
A
LITT
LE
AVERA
GE
INFLUENC
ED
VERY
INFLUENC
ED
ACTORS
ACTRESS
CLOTHING
FOOT
WEAR

ASSESORI
ES

MAKE UP
HAIR
STYLES

HOME
DCOR




10) Would you like to watch a movie in multiplex or single screen?

o Multiplex
o Single Screen
o Both


11) What age group you belong to?
o 16-20
o 21-25
o 26-30
o 31-above
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12) What is your gender?
o Male
o Female
13) Family Income?
o Under 2 lakhs per annum
o 2-4 lakhs per annum
o 5-7 lakhs per annum
o Above 8 lakhs per annum
14) Martial Status?
o Married
o Single