A marketing research on demographics of home movie watchers in Metro Manila for Astroplus

• Main Author: David, Christian Manuel T.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18038
• Institution: De La Salle University

The goal of this descriptive research is to know the consumer behavior and the preferences of the target market when it comes to Blu-ray and other physical video disc formats. Specifically, this study aims to identify the format that the consumers usually use at home, product attributes of physical video disc format that are significant to the buyers, the satisfaction level of Blu-ray and other formats in regards to the significant product attributes and the thing that hinders the consumers from buying Blu-ray. Quantitative and qualitative methods were used to provide the answers to the problem in this research. There are interviews conducted to gain the valuable insights for the primary research. The 104 respondents of the face-to-face survey was obtained through systematic random sampling whereas these respondents were asked to identify the physical video disc format that they usually using and if they are aware of Blu-ray. The respondents were also asked to rate the level of importance and satisfaction for the given product attributes. Lastly they were asked whether they would consider buying other physical video disc format given that they have tried Blu-ray. The study came up with the following results: DVD is still the mainstream physical video disc format. Given with all the product attributes, video quality is the most important attribute for the consumers. Video quality is the attribute that is most important for the buyers of Blu-ray. It is also shown that the price of Blu-ray is the greatest factor that hinders the consumers from purchasing the product.