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 ma...