Vol. 1 No. 1 (2016): Turkish Journal of Marketing
Articles

AN EXAMINATION ON CONSUMER PREFERENCE AND SATISFACTION LEVEL TOWARDS MOTION PICTURES IN CONTEXT OF ENTERTAINMENT MARKETING: FETİH 1453

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  • Ali Çağlar ÇAKMAK,
  • Hülya Akdemir CENGİZ
Ali Çağlar ÇAKMAK
Bursa Technical University
DOI: https://doi.org/10.30685/tujom.v1i1.4

Published 03/10/2017

Keywords

  • Eğlence pazarlaması,
  • Film pazarlaması,
  • Tüketici tercihi,
  • Tüketici tatmini
  • Entertainment Marketing, Movie Marketing, Consumer Preference, Consumer Satisfaction

How to Cite

ÇAKMAK, A. Çağlar, & CENGİZ, H. A. (2017). AN EXAMINATION ON CONSUMER PREFERENCE AND SATISFACTION LEVEL TOWARDS MOTION PICTURES IN CONTEXT OF ENTERTAINMENT MARKETING: FETİH 1453. Turkish Journal of Marketing, 1(1), 47–75. https://doi.org/10.30685/tujom.v1i1.4

Abstract

In this study, it is aimed to investigate the effects of movie marketing practices on consumer preference and consumer satisfaction level. In parallel with this aim, we conducted a field study on viewers of Fetih 1453 and collected the data between March - April 2012 in Ankara and Karabük. From 420 questionnaires, we retrieved 352 usable ones. We analyzed the data using Percentage Analysis, Staged Grading, Multiple Variance Analysis (MANOVA) in SPSS 18. Findings showed that TV advertisements, friend recommendations, trailers and online advertisements were among the most effective marketing practices on movie choice. The results also showed that satisfaction level of viewers vary by demographic characteristics and type of film production.

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