Worldwide Cinema

1.1 BACKGROUND

Worldwide Cinema has become a significant intermediate for recreation and pleasure to the people. Moreover, cinema theatres have become one of the major earning media, which is contributing to the national economy for the countries. For example: Our neighboring country India. However, we are not utilizing the best of this opportunity though it has enough potential market in our country. The theatres in our country have become the main entertaining media for the lower income group. The middle class and the higher income group people have terminated totally the cinema theaters. Furthermore, lower income group and the higher income group has different demands according to their taste, personality, educational background and above all the income proportionate. Therefore, the cinema theatres cannot provide same advantage to all type of consumers. Keeping the concept in mind and giving the preference of class segmentation, Bashundhara established a Cineplex at first that maintained international standard and provided more customer value. However, still there are some opportunities and demand for establishing this kind of cinema theaters in other places of Dhaka city, as there are some problem of transportation, time, and traffic hazards for area-based people.

1.2 RESEARCH HYPOTHESIS

H0: Establishing an international standard Cinema Theatre in Gulshan area will attract a significant number of consumers.

H1: Establishing an international standard Cinema Theatre not only in Gulshan area but also other major area in Dhaka city will attract a significant number of consumers.

1.3 MARKETING RESEARCH OBJECTIVE

The objective of this marketing research will be very obviously to find out the actual demand of international standard cinema theater in Dhaka city. In other words, whether the middle or higher income group of this city thinks for going to a cinema theater in their leisure time or not. Even if it does, it will be evaluated through the report that Gulshan area will be a suitable place to establish an international standard cinema theater or not. So in very brief the objective of the report will be as the followings:

* To determine the customer demand of international standard cinema theatre in Dhaka city.

* If there is such demand then find out who will be the target customers in terms of demographic profile.

* Gulshan area will be a suitable place for establishing this kind of Cinema Theater.

* To find out what will be the factors that will attract the customers to come to this kind of cinema theatres. It may include Dolby digital sound, lighting, sitting arrangement, interior design, location; arrangement for refreshments, price of tickets, preference for categorized and foreign films and other value added services like discounted coupons.

1.4 APPROACH TO THE RESEARCH

To fulfill our objectives we will conduct some surveys, which will give us statistical data to implement in to SPSS to get the desired result. After getting the result, we will able to apply this to managerial decision-making process.

1.5 RESEARCH DESIGN

As explained earlier that the design of the research will be a combination of three types of research. It will be exploratory in the beginning of the report, where the demand of Cinema Theater in Dhaka city will be judged. In the next part of the report the market characteristics like target segment of consumer will be evaluated, this will be done under descriptive research. Primary researches would be the main mode of collecting raw data. Collecting raw data from various sources would be required to process,