AN EXAMINATION ON CONSUMER PREFERENCE AND SATISFACTION LEVEL TOWARDS MOTION PICTURES IN CONTEXT OF ENTERTAINMENT MARKETING: FETİH 1453
Published 03/10/2017
Keywords
- Entertainment Marketing, Movie Marketing, Consumer Preference, Consumer Satisfaction
How to Cite
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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