Consumer preferences in movie consumption in Singapore

• Main Authors: Liu, Yang, Pan, Shu, Pramodh Rai
• Other Authors: Goh Kim Huat
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Information technology::Electronic commerce
• Online Access: http://hdl.handle.net/10356/48107
• Institution: Nanyang Technological University

This applied research study explores consumers’ preferences in movie consumption to determine current trends in the Singapore market. An improved DVD pricing plan is also developed based on consumer feedback of other plans currently employed in the industry as well as a theoretical framework derived from established academic thought on nonlinear pricing of information goods. Based on the deontological principle, findings from this survey of 119 consumers, aged 19-25, would help businesses price their DVD rentals better. Moreover, justification for the fuelling of innovation in the movie rental industry in the country is also rooted here, particularly in the online streaming sphere. Its importance is emphasized as our study finds an imminent decline in demand for DVD rentals and viewers are seeking new releases online. As a result, businesses here are advised to branch out into offering streaming services, in addition to improving their DVD rental plans.