Cine-Goer Navigation Research: Cinépolis at Mumbai Inox at Mumbai Palazzo at Chennai

– Research Findings –
Cine-goer Navigation Research

Cinépolis @ Mumbai | Inox @ Mumbai | Palazzo @ Chennai
HRG Report | September 2017
Hansa Research © Copyright 2017

The Study Design
RESEARCH OBJECTIVE
 VISUAL TRACKING: To evaluate effectiveness of POSM Elements using Visual Tracking Technology, and to identify high potential
spots within the Multiplex lobby area which enjoy maximum visibility.
 EXIT INTERVIEWS: To map Cine-goers’ purchase behaviour for F&B within a Multiplex along with the reasons for it, using Exit Interviews.
TARGET AUDIENCE
 Customers of age 18+
 Those come to watch a movie in a group of 2 or more
FIELDWORK PERIOD
 August 2017
SAMPLING PLAN :
Multiplex & Location Sample
Cinépolis, Thane, Mumbai 50
INOX, Ghatkopar, Mumbai 50
Palazzo, Vadapalani, Chennai 50

Total Sample 150
2 Hansa Research © Copyright 2017

K e y Met r i c s R e p o r t e d F o r V i s u al T r ac ki ng | FI N
(F) (I) (N)
FIXATION INTEREST NOTICEABILITY
= = =
Maintaining visual gaze Noticing an object twice Cumulation of all
on an Area Of Interest regardless of duration FIXATIONS and INTEREST
(i.e. object) for a duration of of the gaze for each Area Of Interest
more than 200 milliseconds
AND AND AND
FIXATION% INTEREST% NOTICEABILITY%

= = =
Share of Fixation for Number of respondents Noticeability of a particular Area Of
each Area Of Interest showing Interest in an Interest by number of respondents
÷ Area Of Interest ÷
Total number of respondents
Total Fixations across ÷ per Multiplex
ALL Areas Of Interest Total number of respondents
per Multiplex
Detailed Research Findings
Visual Tracking & Exit Interviews

INOX, Mumbai

Areas Of Interest

INOX | Areas of Interest
AD LASER ON THE WALL LED AD IN LOBBY MENU BOARD MENU BOARD - UNWIND CAFE
CHOCOLATE STANDEE ON COUNTER COCA-COLA DISPENSER AND GLASS COCA-COLA FRIDGE COFFEE MACHINE
INOX POPCORN COCA-COLA KIDDLES SNACKS COUNTER KIDDLES POSTER BESIDE COUNTER
7 Hansa
NACHOS Research © Copyright 2017
CONTAINER
AND SAMOSA STANDEE
INOX | Areas of Interest
B SOLUTION Standee
B SOLUTION COUNTER PAYTM IMAX ON WALL CHOTA BHIM DISPLAY
POPCORN MACHINE SAMOSA COUNTER SIGNAGE BOARD ON DIVIDER B SOLUTION POSTER

CHAIN

Visual Tracking Module

Share of Fixation for each Area Of Interest Where: FIXATION means
FIXATION % =
maintaining a visual gaze at
÷ single location or object for
more than 200 milliseconds.
Total Fixations across ALL Areas Of Interest
DAY PART GROUP SIZE GROUP TYPE DAY PART GROUP SIZE GROUP TYPE
FIXATION % OVER- FIXATION % OVER-
for each Area Of Interest After ALL for each Area Of Interest After ALL
Eve. Two Three+ Friends Family Eve. Two Three+ Friends Family
Noon Noon
BASE: 28 23 32 19 24 27 51 BASE: 28 23 32 19 24 27 51
F&B Counter 2 F&B Counter 3 Lobby
Menu Board 13 14 21 6 19 7 27 Led Ad In Lobby 2 2 3 1 1 3 4

Signage Board On Divider
F&B Counter 2 Lobby
Chain
- 1 1 - - 1 1
Kiddies Snacks Counter 6 2 2 6 1 7 8 F&B Counter 4
Led Ad In Lobby 2 4 6 1 4 2 6 Menu Board 4 2 4 2 4 2 6
B Solution Counter 2 - 2 - - 2 2 Coca-Cola Dispenser 1 - 1 - 1 - 1

Kiddies Poster Beside
Counter
1 1 1 1 - 2 2 Samosa Counter 1 - 1 - 1 - 1
Menu Board 11 8 11 8 9 10 19 Ad PayTM Imax On Wall 1 3 3 1 3 1 4
Coca-Cola Dispenser 4 3 3 4 1 6 7 Led Ad In Lobby - 2 1 1 1 1 2
Popcorn Machine 2 2 3 1 1 2 4
MENU BOARD at F&B COUNTER 2 garners the highest proportion of
Coffee Machine 1 - 1 - 1 1 1 fixations, contributed mainly by those coming in GROUP SIZE 2 and as
Coca-Cola Fridge 1 - 1 - 1 - 1 FRIENDS.
Followed next by the KIDDIES SNACKS COUNTER, contributed by
Coca-Cola Glasses 1 - - 1 - 1 1 those coming in GROUP SIZE 3+ and as FAMILY
10 Cells in green indicate a delta of 4 or more with its counterpart Hansa Research © Copyright 2017
Number of respondents showing Interest Where: INTEREST means
in a particular Area Of Interest (Object)
INTEREST % =
noticing an object twice
÷ regardless of duration
of the gaze.
Total number of respondents per Multiplex
INTEREST % OVER- INTEREST % OVER-
for each Area Of Interest After ALL
for each Area Of Interest After ALL Eve. Two Three+ Friends Family
Eve. Two Three+ Friends Family Noon
Noon
BASE: 28 23 32 19 24 27 51 BASE: 28 23 32 19 24 27 51

Coca-Cola Dispenser - 2 2 - - 2 2 Ad Laser On The Wall 2 - 2 - 2 - 2
F&B Counter 2 Lobby Chota Bheem Display 2 - 2 - - 2 2
Kiddies Snacks Counter 14 12 10 16 4 22 25 Signage Board On Divider
Chain
- 2 2 - - 2 2
Led Ad In Lobby 8 18 22 4 16 10 25
Kiddies Poster Beside F&B Counter 4
Counter
8 6 4 10 - 14 14
Menu Board 22 12 20 14 16 18 33
B Solution Counter 8 2 6 4 4 6 10
Coca-Cola Dispenser 4 4 8 - 6 2 8
Ad Laser On The Wall 4 - 4 - 2 2 4
Popcorn Machine 2 2 4 - - 4 4
B Solution Poster 2 2 2 2 2 2 4
Chota Bheem Display 4 4 - - 4 4 Coffee Machine 2 - 2 - 2 - 2
B Solution Standee 2 - - 2 2 - 2 Nachos Container 2 - 2 - 2 - 2
F&B Counter 3 Samosa Counter 2 - 2 - 2 - 2
Menu Board 20 22 25 16 16 25 41 F&B Counter 4 Lobby
Coca-Cola Dispenser 8 18 18 8 8 18 25 Ad PayTM Imax On Wall 10 14 18 6 12 12 24
Popcorn Machine 4 8 8 4 6 6 12 Led Ad In Lobby 2 6 2 6 2 6 8
Coca-Cola Fridge 2 6 6 2 2 6 8
Coffee Machine 8 - 6 2 4 4 8 MENU BOARD at F&B COUNTER 3, 2 & 4 garner the highest proportion
Nachos Container 4 - 2 2 2 2 4 of Interest especially from those in GROUP SIZE 2.
Chocolate Standee On Followed next by the KIDDIES SNACKS COUNTER, LED AD IN LOBBY
Counter
2 - 2 - 2 - 2
and COCA-COLA DISPENSER.
Coca-Cola Glasses 2 - - 2 - 2 2 THE COCA-COLA DISPENSER is contributed by those coming in
GROUP SIZE 2 and as FAMILY
Noticeability of a particular Area Of Where: NOTICEABILITY
Interest by number of respondents
NOTICEABILITY % =
is a cumulation of the
÷ Fixations and Interest.

NOTICEABILITY % OVER- NOTICEABILITY % OVER-
After for each Area Of Interest After ALL
for each Area Of Interest Eve. Two Three+ Friends Family ALL Eve. Two Three+ Friends Family
Noon Noon
BASE: 28 23 32 19 24 27 51 BASE: 28 23 32 19 24 27 51

Coca-Cola Dispenser - 2 2 - - 2 2 Signage Board On Divider
Chain
2 4 4 2 4 2 6
F&B Counter 2 Lobby
Ad Laser On The Wall 2 - 2 - 2 - 2
Led Ad In Lobby 8 24 24 8 18 14 31
Chota Bheem Display 2 - 2 - - 2 2
Kiddies Snacks Counter 14 14 11 17 4 24 27
Kiddies Poster Beside F&B Counter 4
Counter
10 8 6 12 - 18 18
Menu Board 22 12 20 14 16 18 33
B Solution Counter 8 4 8 4 6 6 12
Coca-Cola Dispenser 8 6 14 - 10 4 14
B Solution Standee 4 2 4 2 4 2 6
Popcorn Machine 8 6 14 - 8 6 14
Chota Bheem Display 2 4 6 - - 6 6
Ad Laser On The Wall 4 - 4 - 2 2 4 Samosa Counter 2 2 4 - 2 2 4
B Solution Poster 2 2 2 2 2 2 4 Coca-Cola Glasses - 2 2 - - 2 2
F&B Counter 3 Coffee Machine 2 - 2 - 2 - 2
Menu Board 25 29 35 20 18 37 55 Nachos Container 2 - 2 - 2 - 2
Coca-Cola Dispenser 12 22 22 12 10 24 33 F&B Counter 4 Lobby
Popcorn Machine 12 18 18 12 8 22 29 Ad PayTM Imax On Wall 10 16 18 8 12 14 25
Coffee Machine 10 4 6 8 6 8 14 Popcorn Coke Samosa
- 2 2 - - 2 2
Coca-Cola Fridge 2 8 8 2 2 8 10 Standee
Coca-Cola Glasses 2 2 4 - 4 4 Led Ad In Lobby 2 6 2 6 2 6 8
Nachos Container 4 - 2 2 2 2 4
MENU BOARD at F&B COUNTER 3, 2 & 4 garner the highest proportion
Chocolate Standee On
Counter
2 - 2 - 2 - 2 of Interest especially from those in GROUP SIZE 2.
Followed next by COCA-COLA DISPENSER, contributed by those
coming in GROUP SIZE 2 and as FAMILY
INOX | Layout Of the Entire Multiplex Lobby
Place the figures correctly – cant

understand whether these figures are for
: Use this title for other Multiplex
Restroom, Snacks counter
or for the LED @ Pillar-3? ‘Overall Layout’ slides too.
MAKE PINK DOTTED BOXES TO

HIGHLIHGT AREAS
Same SS of 51 is shown in all

3 multiplexes! Please check.
Rather I suggest pls remove SS
from these slides completely
INOX | Part Layout | F&B Counter 2 Use this title for
other Multiplexes too
Data is not matching
with Full Layout slide!

Keep only 1 object,

not both




INOX | Part Layout | Unwind Café Counter Use this title for

Gaze Path for
Menu Boards

INOX | How is the Menu Board read?
Seen Seen Seen Seen Number of
Visuals playing on INOX Menu broads
First Second Third Later consumers
PRICE DETAILS 9 6 5 16 36
AD POPCORN 3 3 6 13 25
AD SAMOSA 5 2 1 12 20 Maximum number of

consumers notices
AD I LOVE EDAMANE PRICE DETAILS 3 4 5 12
this visual on the
AD CRAZY SWEET CORN 4 2 3 9 menu board
AD PIZZA 1 1 1 5 8
AD BURGER 2 1 1 4 8
AD 1441 PIZZERIA 1 6 7
AD ONE BITE PRICE DETAILS 2 4 6
AD DESSERTS PRICE DETAILS 1 3 1 5
OTHERS 3 2 4 15 24
On the Menu Board, the objects that first catch ones attention
are: PRICE DETAILS, POPCORN, SAMOSA and I LOVE EDAMANE
19 Figures in the table indicate the number of consumers who notices visuals in the menu board Hansa Research © Copyright 2017
JOURNEY OF A BUYER
Point Of Origin - to - Food Counter

INOX | Journey Of The Buyer
 1. Movement path (map footsteps)
 2. Gaze Video
 3. Gaze Path
 4. Any other method (suggestive)

Studying Consumer
Purchase Behavior
Using Exit Interviews

INOX | Group Profile
RESPONDENT GENDER GROUP SIZE WEEK DAY / WEEK END
2
3+ GROUPS 66% WD
MALES M WEEKEND
16% OF TWO 14%
F 75%
25% 75% 66% 86% WE
86%
3
18%
GROUP AGE PROFILE GROUP COMPOSITION AFTERNOON / EVENING
< 10 YO AFT
41%
65% Friends
10 to 18 YO 49%
18 TO 30 VISIT WITH Family
EVENING
YRS. OLD 18 to 30 YO FRIENDS GF / BF
17% 65% 49%
31%
Spouse
59%
31 to 40 YO
Colleagues
1% EVE
4% > 40 YO
13% 7% 10% 59%
23 BASE [INOX] = 56 NB: Pie chart may exceed 100% due to multiple responses Figures in ( ) indicate bases Hansa Research © Copyright 2017
INOX | Purchase Behaviour | Food, Beverage, Both or None?
54% 18% 21% 7%
Did not buy Food or Bev.
Bought Only Food
Bought Only Beverage
Bought Both - Food & Bev.
24 BASE [INOX] = 56 Hansa Research © Copyright 2017

INOX | Behaviour and Barriers | FOOD
Consumed what (22)
Pop (i.e. Popcorn) Bought

Others
,9
FOOD?
WFF (i.e Western Fast Food like
RTE, 18 Sandwiches, Burgers, etc.)
IS (i.e Indian Snacks like Samosa,
POP,
Chaat, etc.)
64
RTE (i.e. Ready-to-eat snacks like
Barriers to ordering food (34)
IS, 23 39
Wafers, Nachos, etc.)
WFF, Baked items like Cookies, Pastries,
18 Biscuits, etc.
Others
Don’t like snacks 9
61
Sharing habit (22) Ordered from (22) Limited choices 18
Counter
Self, Food is expensive 79
18
Kiosk
C No Yes
o
Counter
All, Grou Seat
u
100%
59 p, 23 n
t
With
tickets
At INOX only 4 out of 10 order for Food, with majority of them
ordering for Popcorn. 8 of 10 who order have a habit of sharing
the food. All food items are ordered from the counter itself.
Among those not ordering any food items, cost is the main reason.
25 BASE [INOX] = 56 NB: Chart values may exceed 100% due to multiple responses Figures in ( ) indicate bases Hansa Research © Copyright 2017
INOX | Behaviour and Barriers| BEVERAGES
Went well with what I was eating 10

Consumed what (16)
Was a combo offer 10
Bought
Just to have something 10
AER (i.e. Aerated Bev. BEVER-
COL
D, 13 like Coke, Fanta, Sprite, AGE? Eat & drink something at a movie 100
etc.)
HOT (i.e. Hot Beverages

HOT,
31 AER, like Tea, Coffee, etc.) 29
63 Barriers for aerated drinks (46)
CLD (i.e. Cold Bev. like
Milkshake, Iced Tea,
Juice, etc.) It’s not the kind of drink I usually order 2
Does not suit every season 4

71
My favourite brand was not available 4
Sharing habit (16) Ordered from (16)
Does not suit my age 4
6 Counter
Dislike sweet drinks 9
Self,
25 Kiosk Is not healthy / Has high calories 35
C No Yes
Group, o
Beverage at multiplexes are expensive 50
Seat
u
6
All, n
69 t
With
94 tickets At INOX only 3 out of 10 order Beverages, with majority of them ordering for
Aerated Drinks. 7 of 10 who order have a habit of sharing the beverages. All
beverages are ordered from the counter itself. The main reason for ordering an
aerated drink is to have something at a movie.
Among those not ordering any beverages s, cost and health is the main reason.
26 BASE [INOX] = 56 NB: Chart values may exceed 100% due to multiple responses Figures in ( ) indicate bases Hansa Research © Copyright 2017
Not sure yet whether to
show this module or not…!
Path Tracking

Cinépolis, Mumbai

AREAS OF INTEREST
Areas Of Interest

Cinépolis | Areas of Interest
CINEPOLIS STANDY
COCACOLA DISPENSER COCACOLA FRIDGE COFFEE MACHINE

Cinépolis | Areas of Interest
LG COUNTER
SAUCE COUNTER
MOVIE STANDY POPCORN MACHINE


FIXATION % =
OVER- OVER-
After- Even- With With ALL After- Even- With With ALL
Two 3+ Two 3+
noon ing Friends Family noon ing Friends Family
BASE 21 21 33 9 32 10 42 BASE 21 21 33 9 32 10 42
F&B Counter Coffee Tree Cafe
Menu Board 18 21 32 7 26 14 39 Menu Board Coffee Tree 3 12 13 2 12 2 15

Coffee Tree Signage
Popcorn Machine 3 1 3 1 2 3 5 2 1 3 - 2 1 3
Board
Cocacola Dispenser 1 1 1 1 1 1 2 Cocacola Dispenser 1 - 1 - 1 - 1
Nachos Container 1 - 1 - 1 1 1 Coffee Machine - 2 2 - 1 1 2
Cocacola Fridge - 1 1 - 1 - 1 Baskin Robins Fridge - - 1 - 1 - 1
Sauce Counter 1 - 1 - 1 - 1
Lobby
LG Counter 9 2 11 - 9 3 12
LED Ad In Lobby 5 3 6 1 6 1 7
Movie Standy 4 - 4 - - 4 4
Led Movie Poster 1 2 2 - 2 - 3

MENU BOARD at F&B COUNTER garners the highest proportion of
Fried And More Stall 1 - 1 - 1 1 2
fixations, contributed mainly by those coming in GROUP SIZE 2 and as
Corn And Momos Stall 1 - 1 - 1 1 1 FRIENDS.
Followed next by the MENU BOARD COFFEE TREE, contributed by
those coming in GROUP SIZE 2 and as FRIENDS.

INTEREST % =
in a particular Area Of Interest (Object) noticing an object twice
of the gaze.
OVER- OVER-
Two 3+ Two 3+
BASE 21 21 33 9 32 10 42 BASE 21 21 33 9 32 10 42
Popcorn Machine 14 10 17 7 14 10 24 Coffee Tree Signage Board 10 7 14 2 12 5 17
Cocacola Fridge 7 12 10 10 12 7 19 Coffee Machine 2 7 7 2 7 2 10
Cocacola Dispenser 10 7 12 5 10 7 17 Cocacola Dispenser 2 2 2 2 5 - 5
Nachos Container 7 5 10 2 7 5 12 Baskin Robins Fridge 2 2 5 - 5 - 5
Sauce Counter 5 5 10 - 7 2 10 Cinepolis Standy 2 - 2 - 2 - 2
Cinepolis Standy 2 2 2 2 5 - 5
Lobby
LED Ad In Lobby 17 14 26 5 29 2 31
LED Movie Poster 12 10 17 5 17 5 21
LG Counter 10 5 12 2 10 5 14
MENU BOARD at F&B COUNTER garners the highest proportion of
Corn And Momos Stall 10 2 12 - 7 5 12
Interest, contributed mainly by those coming in GROUP SIZE 2 and as
Movie Standy 5 5 10 - 7 2 10 FRIENDS.
Followed next by the LED Ad in Lobby and MENU BOARD COFFEE
Fried And More Stall 5 2 5 2 5 2 7 TREE, contributed by those coming in GROUP SIZE 2 and as FRIENDS.
Cartoon Standy 2 - 2 - 2 - 2
NOTICEABILITY % =
Interest by number of respondents is a cumulation of the

OVER- OVER-
Two 3+ Two 3+
BASE 21 21 33 9 32 10 42 BASE 21 21 33 9 32 10 42

Popcorn Machine 17 14 21 10 21 10 31 Coffee Tree Signage Board 10 10 17 2 14 5 19
Cocacola Fridge 12 12 12 12 17 7 24 Coffee Machine 2 7 7 2 7 2 10
Cocacola Dispenser 10 12 17 5 12 10 21
Baskin Robins Fridge 2 5 7 - 7 - 7
Nachos Container 12 7 17 2 12 7 19
Cocacola Dispenser 2 2 2 2 5 - 5
Sauce Counter 7 5 12 - 10 2 12
Water Machine 2 2 2 2 5 - 5
Cinepolis Standy 2 2 2 2 5 - 5
Movie Standy 2 - 2 - 2 - 2
Baskin Robins Fridge 2 - 2 - - 2 2
Cinepolis Standy 2 - 2 - 2 - 2
Lobby
LED Ad In Lobby 19 14 29 5 31 2 33
LED Movie Poster 12 17 24 5 24 5 29
Corn And Momos Stall 12 5 14 2 10 7 17 MENU BOARD, POPCORN MACHINE and LED AD IN LOBBY at F&B
COUNTER garners the highest proportion of noticeability, contributed
LG Counter 10 5 12 2 10 5 14
mainly by those coming in GROUP SIZE 2 and as FRIENDS.
Movie Standy 5 10 12 2 10 5 14 Followed next by the the LED MOVIE POSTER, contributed by those
coming in GROUP SIZE 2 and as FRIENDS.
Fried And More Stall 5 2 5 2 5 2 7
Cartoon Standy 2 - 2 - 2 - 2 Hansa Research © Copyright 2017

35
Cinépolis | Layout Of the Entire Multiplex Lobby

Cinépolis | Part Layout | Coffee Tree Café

Cinépolis | Part Layout | F&B Counter

Gaze Path for
Menu Boards

Cinépolis | How is the Menu Board read?
Visuals playing on Cinepolis Menu broads
AD 25 PERCENT ON FRIENDS COMBO 5 2 3 14 24
Maximum number of
AD POPCORN CINEPOLIS 3 3 2 14 22 consumers notices
this visual on the
AD 25 PERCENT ON CLASSIC COMBO 2 1 15 18
menu board
AD NACHOS 2 1 2 13 18
AD BEVERAGE COCACOLA 3 2 2 7 14
AD 25 PERCENT ON NACHOS COMBO 1 2 2 7 12
AD HOTDOG 2 1 8 11
AD 25 PERCENT ON JUMBO COMBO 3 1 6 10
AD 25 PERCENT ON OTHERS COMBO 2 2 6 10
AD 25 PERCENT OFF ON ALL COMBOS COCACOLA
1 1 6 8
BEVERAGE NACHOS AND CINEPOLIS POPCORN
AD BEVERAGE COCACOLA SPRITE THUMSUP FANTA 1 1 3 5
AD COFFEE TREE 1 2 3
AD CINEPOLIS 2 2
AD JUICE OTHERS 1 1
are: 25% ON FRIENDS COMBO and POPCORN, followed by
NACHOS, COCACOLA and 25% ON OTHER COMBO
JOURNEY OF A BUYER

Cinépolis | Journey Of The Buyer
Orientation; as the person enters the lobby he orients himself with the
surroundings and locates the F&B counter.

As is seen in most manned

retail counters, the customer
first locates the person who he
is going to place the order
with.

Now the person is searching the menus board. The search goes from
choice of products/brands, to descriptions / write ups, if any and finally
to price and promos.

This is followed by ordering the

counter staff.

Once the food is ordered, the eyes are fixed constantly on the counter
staff t ensure that the order is being serviced in time.

Studying Consumer
Purchase Behavior

Cinépolis | Group Profile
3+
6% WE
M GROUPS 2
MALES WEEKEND 70%
74% OF TWO 75%
F
26% 74% 3 75% WD 70%
19% 30%
< 10 YO
76% 72% AFT
Friends 47%
10 to 18 YO
EVENING
YRS. OLD 18 to 30 YO FRIENDS GF / BF
76% 72% Spouse

53%
5% 31 to 40 YO
4% Colleagues
EVE
5% > 40 YO 11% 53%
10% 9%
8%
48 BASE [Cinépolis] = 47 NB: Pie chart may exceed 100% due to multiple responses Figures in ( ) indicate bases Hansa Research © Copyright 2017
Cinépolis | Purchase Behaviour | Food, Beverage, Both or None?
36% 28% 28% 8%
Bought Only Food
49 BASE [Cinépolis] = 47 Hansa Research © Copyright 2017

Cinépolis | Behaviour and Barriers | FOOD
Consumed what (26)

RTE, 12 FOOD?
WFF (i.e Western Fast Food like
IS, 12 Sandwiches, Burgers, etc.) Barriers to ordering food (21)
Chaat, etc.)
POP,
WFF, RTE (i.e. Ready-to-eat snacks like
65
27 Wafers, Nachos, etc.) Limited choices 5
55
Baked items like Cookies, Pastries,
Biscuits, etc.
Others Expensive as a group 10
Don’t like snacks 10
Sharing habit (26) Ordered from (26)

45 Food is not filling 14
Self, Counter
12 Food is expensive 67
Kiosk
C No Yes
All, o
Counter
50 Grou Seat
u
100%
p, 38 n
t
With
tickets
At CINÉPOLIS every 1 in 2 customer orders for Food, with majority of

them ordering Popcorn. 9 of 10 who order have a habit of sharing
the food. All food items are ordered from the counter itself.
50 BASE [Cinépolis] = 47 NB: Chart values may exceed 100% due to multiple responses Figures in ( ) indicate bases Hansa Research © Copyright 2017
Cinépolis | Behaviour and Barriers| BEVERAGES
Triggers for aerated drinks (10)
For my kids 10
Consumed what (17)
Was a combo offer 10
Bought
Popcorn and cold drink are a must 10
AER (i.e. Aerated Bev. BEVER-
COL like Coke, Fanta, Sprite, AGE?
D, 18 etc.)
Eat & drink something at a movie 70

AER, like Tea, Coffee, etc.)
HOT, 59 36
29
CLD (i.e. Cold Bev. like Barriers for aerated drinks (37)
Juice, etc.)
Does not satisfy thirst 3
Is served too chilled 3

64
Sharing habit (17) Ordered from (17) My favourite brand was not available 3
Is carbonated 3
Counter
It’s not the kind of drink I usually order 8
All, Self,
24 Dislike sweet drinks 8
29 Kiosk
C No Yes
o Does not suit my age 11
Counter
Seat
u
100% Is not healthy / Has high calories 14
n
t Beverage at multiplexes are expensive 51
Group, With
47 tickets
At CINÉPOLIS about 1 of 3 order Beverages, with majority of them ordering
for Aerated Drinks. 3 of 4 who order have a habit of sharing the beverages.
All beverages are ordered from the counter itself. The main reason for
ordering an aerated drink is to have something at a movie.
Among those not ordering any beverages, cost is the main reason.
51 BASE [Cinépolis] = 47 NB: Chart values may exceed 100% due to multiple responses Figures in ( ) indicate bases Hansa Research © Copyright 2017
Palazzo, Chennai

Areas Of Interest

Palazzo | Areas of Interest
MENU BOARD LED AD IN LOBBY ICE CREAM FRIDGE ICE CREAM COUNTER
LA PIAZZA STANDY COCACOLA FRIDGE, DIPENSER AND COFFEE GRINDER NACHOS CONTAINER
GLASS
POPCORN MACHINE SIGNAGE BOARD ON COUNTER THINKMUSIC RACK


FIXATION % =
OVER- OVER-
Two 3+ Two 3+
BASE 29 17 25 21 9 37 46 BASE 29 17 25 21 9 37 46
F&B Counter 1 F&B Counter 2
Menu Board 15 9 10 14 1 23 24 Popcorn Machine 5 - 5 - 5 - 5
Popcorn Machine 9 5 9 5 1 13 14 Cocacola Fridge 2 - 2 - 2 - 2
Cocacola Fridge 4 2 3 3 1 5 6 F&B Counter 2 Lobby
Cocacola Dispenser 4 2 4 2 - 5 5 Led Ad In Lobby 3 2 3 2 1 3 5
Coffee Grinder 2 1 1 1 1 2 3 Ice Cream Fridge 1 - - 1 - 1 1
Cocacola Glasses 3 - 3 - 3 3
Nachos Container 2 - - 2 - 2 2
Signage Board On
1 0 - 1 - 1 1
Counter
F&B Counter 1 Lobby
LED Ad In Lobby 15 6 12 9 5 16 21
MENU BOARD at F&B COUNTER 1 garners the highest proportion of
La Piazza Standy 3 1 1 3 - 4 5
fixations, contributed mainly by those coming in GROUP SIZE 3+ and
Ice Cream Fridge 1 2 - 2 1 1 3 as FAMILY.
Followed next by the the POPCORN MACHINE and LED AD IN LOBBY ,
Cocacola Fridge - 2 2 - - 2 2 contributed by those coming in GROUP SIZE 2 and as FAMILY.

INTEREST % =
in a particular Area Of Interest (Object) noticing an object twice
of the gaze.
OVER- OVER-
Two 3+ Two 3+
BASE 29 17 25 21 9 37 46 BASE 29 17 25 21 9 37 46
Menu Board 22 17 17 22 4 35 39 Cocacola Fridge 2 - 2 - 2 - 2
Popcorn Machine 24 11 20 15 7 28 35 Menu Board - 2 - 2 2 - 2
Cocacola Fridge 22 11 17 15 4 28 33 Popcorn Machine 2 - 2 - 2 - 2
Cocacola Dispenser 17 7 13 11 2 22 24 F&B Counter 2 Lobby
Coffee Grinder 11 4 9 7 2 13 15 Led Ad In Lobby 13 11 13 11 11 13 24
Nachos Container 11 - 2 9 - 11 11 La Piazza Standy - 2 2 - - 2 2
Cocacola Glasses 7 - 7 - - 7 7 Ice Cream Fridge 2 - - 2 - 2 2

Signage Board On
4 - 2 2 - 4 4
Counter
Thinkmusic Rack 2 - - 2 - 2 2
F&B Counter 1 Lobby
LED Ad In Lobby 33 15 22 26 13 35 48 LED AD IN LOBBY at F&B COUNTER 1 Lobby garners the highest
proportion of Interest, contributed mainly by those coming in GROUP
La Piazza Standy 11 4 7 9 2 13 15 SIZE 3+ and as FAMILY.
Ice Cream Fridge 4 9 7 7 2 11 13 Followed next by the the MENU BOARD and POPCORN MACHINE,
contributed by those coming in GROUP SIZE 3+ and as FAMILY.
Cocacola Fridge 2 7 4 4 2 7 9

NOTICEABILITY % =
Interest by number of respondents is a cumulation of the

OVER- OVER-
Two 3+ Two 3+
BASE 29 17 25 21 9 37 46 BASE 29 17 25 21 9 37 46
Menu Board 22 17 17 22 4 35 39 Cocacola Fridge 2 - 2 - 2 - 2
Popcorn Machine 26 13 22 17 7 33 39 Menu Board - 2 - 2 2 - 2
Cocacola Fridge 22 11 17 15 4 28 33 Popcorn Machine 2 - 2 - 2 - 2
Cocacola Dispenser 24 9 20 13 2 30 33 F&B Counter 2 Lobby
Coffee Grinder 15 11 15 11 2 24 26 Led Ad In Lobby 13 13 15 11 11 15 26
Nachos Container 15 4 9 11 - 20 20 La Piazza Standy - 2 2 - - 2 2
Cocacola Glasses 9 2 9 2 - 11 11 Ice Cream Fridge 2 - - 2 - 2 2

Signage Board On
4 2 4 2 - 7 7 Ice Cream Counter 2 - - 2 - 2 2
Counter
Ice Cream Fridge 2 - - 2 - 2 2
Thinkmusic Rack 2 - - 2 - 2 2
F&B Counter 1 Lobby

LED AD IN LOBBY at F&B COUNTER 1 Lobby garners the highest
LED Ad In Lobby 37 22 28 30 17 41 59
proportion of Noticeability, contributed mainly by those coming in
La Piazza Standy 13 9 11 11 4 17 22 GROUP SIZE 3+ and as FAMILY.
Followed next by the the MENU BOARD and POPCORN MACHINE,
Ice Cream Fridge 7 9 7 9 2 13 15 contributed by those coming in GROUP SIZE 3+ and as FAMILY.
Cocacola Fridge 2 7 4 4 2 7 9
Palazzo | Layout Of the Entire Multiplex Lobby

Palazzo | Part Layout | F&B Counter 1

Palazzo | Part Layout | F&B Counter 2

Gaze Path for
Menu Boards

Palazzo | How is the Menu Board read?
Visuals playing on Palazzo Menu broads
AD POPCORN 4 3 1 1 14
AD POPCORN COMBO 1 3 2 9
AD PRICE MENU 2 7
Maximum number of
AD MASALA FRENCH FRIES 2 2 1 6 consumers notices
this visual on the
AD CHAAT 2 2 1 6 menu board
AD THUMSUP 1 1 4
AD COLD DRINKS COCACOLA COMBO 1 1 1 1 4
AD COLD PRESSED JUICE 1 1
AD MINUTE MAID JUICE 1
are: POPCORN followed by CHAAT and POPCORN COMBO.
JOURNEY OF A BUYER

Palazzo | Journey Of The Buyer
 1. Movement path (map footsteps)
 2. Gaze Video
 3. Gaze Path
 4. Any other method (suggestive)

Studying Consumer
Purchase Behavior

Palazzo | Group Profile
2
50%
M
3+ GROUPS WD
MALES 70% WEEKEND
18% OF TWO 18% WE
F 70% 50% 82% 82%
30%
3
32%
< 10 YO Family
68% 24% AFT
Friends
10 to 18 YO 56%
AFTERNOON
YRS. OLD 18 to 30 YO GF/BF GF / BF
16% 68% Friends
20% 45% GF / BF
45% Spouse
56%
31 to 40 YO
Colleagues EVE
1% 44%
5% > 40 YO Colleagues Spouse
10%
2% 9%
67 BASE [Palazzo] = 50 NB: Pie chart may exceed 100% due to multiple responses Figures in ( ) indicate bases Hansa Research © Copyright 2017
Palazzo | Purchase Behaviour | Food, Beverage, Both or None?
12% 32% 46% 10%
Bought Only Food
68 BASE [Palazzo] = 50 Hansa Research © Copyright 2017

Palazzo | Behaviour and Barriers | FOOD
Consumed what (39)

Baked Others
5% 6%
FOOD?
IS RTE WFF (i.e Western Fast Food like
2% Sandwiches, Burgers, etc.) Barriers to ordering food (11)
4%
WFF Chaat, etc.)
19% POP RTE (i.e. Ready-to-eat snacks like Not tasty 9
64% Wafers, Nachos, etc.)
Baked items like Cookies, Pastries,
Biscuits, etc. 78 Expensive as a group 9
Others
Unhealthy 18
Sharing habit (39) Ordered from (39) Food is not filling 27
Counter 22
Grou Kiosk Limited choices 27
p 10%
13% Kiosk
C No Yes Food is expensive 82
o
Counter
Seat
u
90%
n
t
All With
87% tickets
At PALAZZO 8 of 10 customer order for Food, with majority of them
ordering Popcorn. All who order have a habit of sharing the food.
Most food items are ordered from the counter itself.
69 BASE [Palazzo] = 50 NB: Chart values may exceed 100% due to multiple responses Figures in ( ) indicate bases Hansa Research © Copyright 2017
Palazzo | Behaviour and Barriers| BEVERAGES
Consumed what (28) Triggers for aerated drinks (10)
AER (i.e. Aerated Bev. Cheaper alternative to food 5

COL like Coke, Fanta, Sprite,
D, 21 etc.) For my kids 5

Bought Was a combo offer 10
HOT, like Tea, Coffee, etc.) BEVER-
25 AER, AGE? Went well with what I was eating 14
75
CLD (i.e. Cold Bev. like To give company to others in group 19
Juice, etc.) Just to have something 19
56 Popcorn and cold drink are a must 33
Sharing habit (28) Ordered from (16) Eat & drink something at a movie 62
4 Counter
Self
14%
Barriers for aerated drinks (46)
Kiosk
Group C
o 44
18% Does not satisfy thirst 7
Seat
u
All n Does not suit my age 7
68% t
With Dislike sweet drinks 7
96 tickets
No Yes Is served too chilled 10
Is artificial & does not contain natural… 14
My favourite brand was not available 14
At PALAZZO every 1 in 2 persons order Beverages, with majority of them It’s not the kind of drink I usually order 14
ordering for Aerated Drinks. 8 of 10 who order have a habit of sharing the Is carbonated 28
beverages. Most beverages are ordered from the counter itself. The main
Beverage at multiplexes are expensive 31
reason for ordering an aerated drink is to have something at a movie.
Among those not ordering any beverages, health is the main reason. Is not healthy / Has high calories 45
70 BASE [Palazzo] = 50 NB: Chart values may exceed 100% due to multiple responses Figures in ( ) indicate bases Hansa Research © Copyright 2017

Cine-Goer Navigation Research: Cinépolis at Mumbai Inox at Mumbai Palazzo at Chennai

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Cine-Goer Navigation Research: Cinépolis at Mumbai Inox at Mumbai Palazzo at Chennai

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– Research Findings –

Cine-goer Navigation Research

HRG Report | September 2017

Hansa Research © Copyright 2017

Cinépolis, Thane, Mumbai 50

INOX, Ghatkopar, Mumbai 50

Palazzo, Vadapalani, Chennai 50

2 Hansa Research © Copyright 2017

AND AND AND

FIXATION% INTEREST% NOTICEABILITY%

Hansa Research © Copyright 2017

Hansa Research © Copyright 2017

Hansa Research © Copyright 2017

POPCORN MACHINE SAMOSA COUNTER SIGNAGE BOARD ON DIVIDER B SOLUTION POSTER

8 Hansa Research © Copyright 2017

Hansa Research © Copyright 2017

F&B Counter 2 F&B Counter 3 Lobby

Menu Board 13 14 21 6 19 7 27 Led Ad In Lobby 2 2 3 1 1 3 4

Kiddies Snacks Counter 6 2 2 6 1 7 8 F&B Counter 4

Led Ad In Lobby 2 4 6 1 4 2 6 Menu Board 4 2 4 2 4 2 6

B Solution Counter 2 - 2 - - 2 2 Coca-Cola Dispenser 1 - 1 - 1 - 1

F&B Counter 3 F&B Counter 4 Lobby

Menu Board 11 8 11 8 9 10 19 Ad PayTM Imax On Wall 1 3 3 1 3 1 4

Coca-Cola Dispenser 4 3 3 4 1 6 7 Led Ad In Lobby - 2 1 1 1 1 2

F&B Counter 2 F&B Counter 3 Lobby

Total number of respondents per Multiplex

F&B Counter 2 F&B Counter 3 Lobby

Place the figures correctly – cant

MAKE PINK DOTTED BOXES TO

Same SS of 51 is shown in all

14 Hansa Research © Copyright 2017

Keep only 1 object,

Data is not matching

15 Hansa Research © Copyright 2017

Data is not matching

16 Hansa Research © Copyright 2017

17 Hansa Research © Copyright 2017

Hansa Research © Copyright 2017

AD SAMOSA 5 2 1 12 20 Maximum number of

AD ONE BITE PRICE DETAILS 2 4 6

AD DESSERTS PRICE DETAILS 1 3 1 5

Hansa Research © Copyright 2017

21 Hansa Research © Copyright 2017

Hansa Research © Copyright 2017

RESPONDENT GENDER GROUP SIZE WEEK DAY / WEEK END

GROUP AGE PROFILE GROUP COMPOSITION AFTERNOON / EVENING

54% 18% 21% 7%

Did not buy Food or Bev.

Bought Only Food

Bought Only Beverage

Bought Both - Food & Bev.

24 BASE [INOX] = 56 Hansa Research © Copyright 2017

Consumed what (22)

Pop (i.e. Popcorn) Bought

Went well with what I was eating 10

HOT (i.e. Hot Beverages

Does not suit every season 4

Hansa Research © Copyright 2017

Hansa Research © Copyright 2017

Hansa Research © Copyright 2017

COCACOLA DISPENSER COCACOLA FRIDGE COFFEE MACHINE

30 Hansa Research © Copyright 2017

MOVIE STANDY POPCORN MACHINE