Marketing and consumption of art products: evidence in the Philippine Movie Industry / by Raymond P. Cañete, Judy Ann C. Escalante and Aireen C. Fortunado.

Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS), Department of Management

CAÑETE, RAYMOND P., ESCALANTE, JUDY ANN C., FORTUNADO, AIREEN C. Marketing and Consumption of Art Products: Evidence in the Philippine Movie Industry. Undergraduate Thesis. Bachelor of Science in Business Management. major in Marketing Management. Cavite State University, Indang, Cavite. June 2019. Adviser: Mr. Zandro M. Catacutan.
The study was conducted to: (a) determine the customer demographic profile of moviegoers who are independent film enthusiasts; (b) determine the degree of importance of the different marketing factors on the consumption of movies in cinemas; (c) determine the purchase intention factors that commonly influence the consumption of movies in cinemas; (d) determine if the marketing factors, directly affect the consumption of movies in cinemas. The study used descriptive and causal design. The study was composed of 223 participants which were characterized as moviegoers who were regularly supporting local and independent films. Priori sampling technique for Structural Equation Modelling using path analysis was used to compute the sample size required for the study. Data were obtained through online survey questionnaire with the use of Google form. Data collection was conducted from January 2019 to March 2019. Data gathered were analyzed using frequency distribution, percentage, mean, standard deviation and structural equation modelling using path analysis. The results showed that most of the participants are female with an average age of 22.86 and categorized under group of 22 years old and below. Majority of the respondents were students and single individuals. Majority of these respondents came from Metro Manila, Cavite, and Laguna. The product, price, place, and promotions were important factors that affect moviegoer's preferences for films and consumption.
There is a high purchase intention among the participants but there is significant intention for cultural needs which means that moviegoers go to cinemas with the intention to learn. In terms of consumption, majority of audiences purchased tickets from 9 below annually. Moviegoers usually planned before watching in cinema and always gathered information first about the movie planning to watch. Majority prefers SM Cinema as their go to cinema destination. Most participants preferred being accompanied by friends. Major mode of payment was done through cash. Most of them still prefer romance as the genre mostly watched. Audiences commonly watch during the second and third week of showing and prefer to watch on evening or noon. Weekends were the most preferred day in watching cinema. Lastly, the major film event pick were Cinemalaya and Pista ng Pelikula ng Pilipino. In addition, product features and price of film were found to have direct significant effect on the consumption of movies in cinemas, whereas, place and promotion were found to be insignificant. Lastly, it was also revealed that purchase intention and socio-demographic profile of audiences have no indirect effect on the causal relationship of marketing mix to the consumption of movies in cinemas.

Submitted to the University Library 10/02/2019 T-8664