The cinema industry in Singapore : a market segmentation exercise

• Main Authors: Juan, Hee Meen, Tan, Winnie Bee Hong, Tan, Siew Yan
• Other Authors: Toh Thian Ser
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Marketing::Market segmentation
• Online Access: http://hdl.handle.net/10356/64048
• Institution: Nanyang Technological University

The objective of this study is to find out the present tactics employed by cinema chains in Singapore to target at the cinema audience. Literature research carried out pointed out the usefulness of benefit segmentation as a basis of segmenting a market and in providing a deeper understanding of a market. A benefit segmentation usirig the forwards approach was performed with data obtained via primary research through a survey conducted by personal interview with the cinema audience. By performing cluster analysis, three clusters were obtained - the "cultured vultures" who prefer artistically-acclaimed shows; the "experiencers" who want convenience , comfort , feeling of luxury , good sound and visual effects and so on, that is, the ultimate enjoyment; the "socializers" who watch movies mainly to be with their friends. Each segment's market size is as follows : segment one has a size of 467,400, segment two has a size of 819,900 and segment three has a size of 225,200. It was recommended that cinema chains should manipulate the 4Ps to design a package to cater to each segment.