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
10 Introduction - - - - - - - - - - - - - 1
11 Research Background - - - - - - - - - - 1
12 Problem Statement - - - - - - - - - - - 3
13 Research Objectives - - - - - - - - - - 4
131 General Objectives - - - - - - - - 4
132 Specific Objectives - - - - - - - - 4
14 Research Questions - - - - - - - - - - - 5
15 Hypotheses of the Study - - - - - - - - - 5
16 Significance of the Study - - - - - - - - - 6
17 Chapter Layout - - - - - - - - - - - - 7
18 Conclusion………………………………………………… 8
CHAPTER 2 LITERATURE REVIEWS - - - - - - - - - 9
20 Introduction - - - - - - - - - - - - - 9
21 Review of Literature …………………………………… - 9
211 Experiential Consumption: Movie as a Product - 9
212 Decision Making on Movie Consumption…………11
213 Trailer………………………………………………13
214 Critics Review………………………………………16
2
15 Star Power…………………………………………18
216 Word of Mouth…………………………………… 21
22 Review of Relevant Theoretical Models……………………24
23 Proposed Theoretical/Conceptual Framework…………… 26
24 Hypotheses Development………………………………… 27
25 Conclusion………………………………………………… 28
CHAPTER 3 METHODOLOGY - - - - - - - - - - - 29
30 Introduction…………………………………………………29
31 Research Design…………………………………………… 29
32 Data Collection Methods………………………………… 30
321 Primary Data……………………………………… 30
322 Secondary Data……………………………… - - 30
33 Sampling Design……………………………………………31
331 Target Population………………………………… 31
332 Sampling Frame and Sampling Location………… 31
333 Sampling Elements…………………………… - 31
334 Sampling Technique……………………………… 32
335 Sampling Size………………………………… - 32
34 Research Instrument……………………………………… 32
341 Questionnaire Design………………………… - 33
342 Pilot Test……………………………………… - 33
35 Construct Measurement…………………………………… 34
351 Scale Measurement…………………………………34
352 Origin of Constructs……………………………… 34
36 Data Processing……………………………………… - - 36
361 Checking…………………………………………… 37
362 Editing………………………………………………37
363 Coding………………………………………………37
364 Transcribing………………………………… - - 37
37 Data Analysis………………………………………… - - 38
371 Descriptive Analyses………………………… - - 38
372 Scale Measurement…………………………………38
373 Inferential Analyses……………………………… - 39
3731 Pearson Correlation Analysis ………………39
3732 Multiple Linear Regressions………… - - 39
3733 Independent Sample T-Test…………………40
38 Conclusion…………………………………………… - - 41
CHAPTER 4 Data Analysis………………………………………… - 42
41 Descriptive Analysis………………………………… - - 42
411 Respondent Demographic Profile…………… - - 43
4111 Gender…………………………………… 43
4112 Age………………………………………… 44
4113 Race…………………………………………46
4114 Institute of Higher Education……………… 47
4115 Income Level/Allowance………………… 48
412 Central Tendencies Measurement of Constructs… - 49
4121 Decision Making on Movie Consumption…50
4122 Trailer………………………………………51
4123 Critics Review………………………………52
4124 Star Power………………………… - - 53
4125 Word of Mouth…………………………… 54
42 Scale Measurement…………………………………………55
421 Reliability Analysis…………………………………55
43 Inferential Analyses……………………………………… 56
431 Pearson Correlation Analysis………………………56
432 Multiple Regressions Analysis…………………… 57
433 Independent Samples T-Test……………………… 61
44 Conclusion………………………………………………… 62
CHAPTER 5 Discussion, Conclusion and Implications………………… 63
50 Introduction……………………………………………… 63
51 Summary of Statistical Analyses………………………… - 63
511 Summary of Descriptive Analyses………………… 63
5111 Respondents’ Profile…………………… 63
5112 Central Tendencies Measurement of
Constructs………………………………… 64
5113 Reliability Analysis…………………………65
512 Summary of Inferential Analyses………………… 65
5121 Pearson Correlation Analysis………………65
5122 Multiple Regression Analysis………………66
5123 Independent Samples T-Test……………… 66
52 Discussions of Major Findings…………………………… 67
53 Implications of the Study………………………………… 70
531 Managerial Implications………………………………70
54 Limitations of the Study…………………………………… 72
55 Recommendations for Future Research……………… - - 73
56 Conclusion……………………………………………… - 74
References - - - - - - - - - - - - - - - - - - - 75
Appendices - - - - - - - - - - - - - - - - - - - 82
