Viewer’s Multiplex Choice Decision: A Study of Miraj Cinema in Vadodara City

Mohammad Irfan


Miraj Cinemas is a growing chain of multiplexes which is making its way in the highly competitive market through various variables. This study investigates how these variables are interacting with one another to know the perception of the customers for Miraj Cinemas in Vadodara City. This study is completed with the assistance of organized survey with the help of a questionnaire which uncovers the reactions of the respondents towards the multiplex. This investigation is going to comprehend the customer’s recognition towards Miraj Cinemas and to estimate the fate of the chain in India. Related subjects like the destiny of Miraj Cinemas in India and particularly in Vadodara have been talked about here inside. This study carried out with the help of factor analysis in which factors like convenience, safety, satisfaction and price were analysed. These factors would help Miraj Cinemas to improve their strategies in order to sustain in the market against the big giants like PVR Cinemas and Inox Leisures Ltd.

Keywords: Consumer Decision, Consumer Behaviour, Factor Analysis.

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