THE EFFECT OF TRAILER, CRITICS REVIEW, STAR POWER AND WORD OF MOUTH TOWARD DECISION MAKING ON MOVIE CONSUMPTION

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Sociology Department

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Abstract

Movie industry is a risky business as it involves high film production cost. Moreover,

it is challenging for marketers to attract consumers to watch movie in cinema. In this

research, relationship between trailers, critics review, star power and word of mouth

towards decision making in movie consumption had been investigated. The Kotler's

Black Box Model was reviewed to determine how consumer translate information

source into a decision and respond in a particular way. Besides that, non probability

sampling which is convenience sampling was used to collect information.

Quantitative method which is questionnaire was used. Pilot test was conducted using

30 undergraduates. A sample size of 200 undergraduates from Klang Valley was

collected. Methods of analysis used include Pearson correlation coefficient, multiple

linear regression and independent T-test. The results obtained show that there is a

significant relationship between all independent variables and decision making on

movie consumption. However, word of mouth outweighs other variables in

consumer's decision making for movie consumption. In addition, the differential

effects of all independent variables towards decision making in movie consumption

among male and female consumers are investigated. From the results obtained, it can

be seen that there is no relationship between gender and decision making in movie

consumption. Significant of this study is to help marketers identify factors that can

attract consumers to watch movie in cinema. This can help to boost consumer

attendance and movie sales. Besides, it also helps to understand the decision making

process that consumer goes through especially information search in deciding what

movie to watch.

TABLE OF CONTENTS

Page

Copyright Page - - - - - - - - - - - - - - - - - - . ii

Declaration - - - - - - - - - - - - - - - - - - - ..iii

Acknowledgement - - - - - - - - - - - - - - - - - .. iv

Table of Contents - - - - - - - - - - - - - - - - - .v

List of Tables - - - - - - - - - - - - - - - - - - . x

List of Figures - - - - - - - - - - - - - - - - - - xi

List of Abbreviations - - - - - - - - - - - - - - - - . xii

List of Appendices - - - - - - - - - - - - - - - - - .. xiii

Preface - - - - - - - - - - - - - - - - - - - - .. xiv

Abstract - - - - - - - - - - - - - - - - - - - - xv

CHAPTER 1 RESEARCH OVERVIEW……………………………….. 1

1.0 Introduction - - - - - - - - - - - - - 1

1.1 Research Background - - - - - - - - - - 1

1.2 Problem Statement - - - - - - - - - - - . 3

1.3 Research Objectives - - - - - - - - - - .. 4

1.3.1 General Objectives - - - - - - - - 4

1.3.2 Specific Objectives - - - - - - - - 4

1.4 Research Questions - - - - - - - - - - - . 5

1.5 Hypotheses of the Study - - - - - - - - - .. 5

1.6 Significance of the Study - - - - - - - - - 6

1.7 Chapter Layout - - - - - - - - - - - - . 7

1.8 Conclusion…………………………………………………. 8

CHAPTER 2 LITERATURE REVIEWS - - - - - - - - - 9

2.0 Introduction - - - - - - - - - - - - - 9

2.1 Review of Literature …………………………………… - .. 9

2.1.1 Experiential Consumption: Movie as a Product - . 9

2.1.2 Decision Making on Movie Consumption………….11

2.1.3 Trailer……………………………………………….13

2.1.4 Critics Review………………………………………16

2.1.5 Star Power…………………………………………..18

2.1.6 Word of Mouth…………………………………….. 21

2.2 Review of Relevant Theoretical Models……………………24

2.3 Proposed Theoretical/Conceptual Framework…………….. 26

2.4 Hypotheses Development………………………………….. 27

2.5 Conclusion…………………………………………………. 28

CHAPTER 3 METHODOLOGY - - - - - - - - - - - . 29

3.0 Introduction…………………………………………………29

3.1 Research Design…………………………………………… 29

3.2 Data Collection Methods………………………………….. 30

3.2.1 Primary Data………………………………………. 30

3.2.2 Secondary Data……………………………… - - 30

3.3 Sampling Design……………………………………………31

3.3.1 Target Population………………………………….. 31

3.3.2 Sampling Frame and Sampling Location………….. 31

3.3.3 Sampling Elements…………………………… - .. 31

3.3.4 Sampling Technique……………………………….. 32

3.3.5 Sampling Size………………………………… - .. 32

3.4 Research Instrument………………………………………..

📄 Pages: 120 🧠 Words: 6973 📚 Chapters: 5 🗂️️ For: PROJECT

👁️‍🗨️️️ Views: 1127

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