Report - Analysis of Customers' Perception towards PVR & Grande Cines

Analysis of Customer Perceptions towards PVR and Grande Cines
Report on
“Analysis of Customer Perceptions Towards Priya Village
Roadshow (PVR) And Grande Cines”
Submitted by:
Arijeet Barooah (04)
Chinmoy Bhardwas (07)
Daisy Kalita (08)
Shikha Phukan (50)
Sivanu Narah (52)
An educational project carried under the supervision of Asst. Professor Manmeet Mahanta
of Gauhati Commerce College Centre of Management Studies, Guwahati, Assam, for the
fulfilment of the academic requirement of MBA 1st Semester session 2017.

ACKNOWLEDGEMENT
This is always a sense of gratitude which one express for others for their help and supervision
in achieving the goals. We too express our deepest gratitude to each and every one who has
been helpful to us in completing the project report successfully.
At first place, we are highly thankful to Sir Manmeet Mahanta (Asst. Professor of Gauhati
Commerce College Centre of Management Studies) for allowing us to pursue our project
report on “Analysis of customers’ perception towards PVR and Grande Cines in Guwahati”
and for his continuous support and for his motivation and immense knowledge. His guidance
helped me in all the time.
We are greatly thankful to the staff members of Grande Cines and PVR for their continuous
support and giving us the privilege to interact with their customers in their respective
premises.
We feel short of words to thank our parents and friends who had directly or indirectly
instrumental in the completion of the project.
We are indebted to all for their time and not forgetting the almighty god for showering
blessings on us during the completion of the project report.

Topic to study
“To analyse the customers’ perception towards PVR and Grand Cines”
Objectives
• To collect the customer’s perception on PVR and Grand Cine.
• To analyse the collected responses and make a comparative study between PVR and
Grande Cine.
• To study the buying (tickets) behaviour of the respondents in relation with the age
group.
Abstract
Introduction
Multiplex
The origin of multiplex movie theatres traces its roots back to the 1930s, although the concept
truly did not begin to take root until the mid-1960s.
In December 1947, Nat Taylor, the operator of the Elgin Theatre in Ottawa, Canada, opened
a smaller second theatre ("Little Elgin") next door to his first theatre. It wasn't until 1957,
however, that Taylor decided to run different movies in each theatre, when he became
annoyed at having to replace films that were still making money with new releases. Taylor
opened dual-screen theatres in 1962 in Place Ville Marie in Montreal, Quebec, and at York
dale Plaza in Toronto, Ontario, in 1964.
In 1937, James Edwards twinned his Alhambra Theatre in the Los Angeles area by converting
an adjacent storefront into a second "annex" screen. While both screens would show the
same feature movie, one would also offer a double bill. It did not convert to showing different
movies on both screens until sometime after Taylor.
As a college project, to compare two brands on the basis of the respondents’ perception,
we found that the study between two competitive brands in the Multiplex sector of the
entertainment industry in India would be a good topic to collect the perception of the
customers and analyse them accordingly. In this study, we have evaluated the perception
of the customers towards two competitive brands namely; PVR and Grande Cines, which
were considered to be the best in class before the inception of Cinepolis in Guwahati. By
analysing, the data collected from the customers in different locations (ABC, Paltan Bazar
& Chandmari) of Guwahati, we have compared the different attributes in both the
Multiplexes and mentioned the findings in details accordingly. We have analysed the
buying pattern of the customers in relation to their age and the price of the tickets they
purchase under normal conditions. This survey is strictly for the purpose of Educational
project under Guwahati Commerce College Centre of Management Studies, MBA 1st
Semester and is restricted from being used for Commercial purpose or for any form of
organisational benefits. This study has considered 50 respondents and confined to only the
greater Guwahati area.

In 1963, AMC Theatres opened the two-screen Parkway Twin in Kansas City, a concept which
company president Stan Durwood later claimed to have come up with in 1962, realizing he
could double the revenue of a single theatre by adding a second screen and still operate with
the same size staff. Also, the shopping centre structure where the Parkway was located could
not support a large theatre, so two small theatres were built to avoid that issue, and at first
both theatres played the same film. AMC followed up on the Parkway Twin with a four-screen
theatre in 1966 and a six-screen theatre in 1969.
A multiplex is a movie theatre complex with multiple screens, typically six, ten, or more
screens. They are usually housed in a specially designed building. Sometimes, an existing
venue undergoes a renovation where the existing auditoriums are split into smaller ones, or
more auditoriums are added in an extension or expansion of the building.
In the earlier days of movie-going, audiences were accustomed to sitting in lavish movie
palaces, complete with velvet plush chairs and an in-house organist. In the late 1970s,
the multiplex concept came into being. Theatre owners realized they could reap more profit
from a single building showing several movies at one time than from one building showing
one movie. Movies were not released as often as in previous decades either, so showing
several different movies kept audiences from becoming bored.
The first multiplexes showed perhaps four movies at once, and were considered quite
innovative. Then, the six, eight and ten-theatre businesses became more common. The single-
movie theatres were often forced to close, or reinvent themselves as performing arts centres
or classic or independent movie houses. This did have the added benefit of making
independent movies more widely available, but was still hard on the proprietors, since their
profit margins are smaller.
As time went on, this type of theatre was often considered a major anchor at large shopping
mall with big box stores. Large chain restaurants are also often recruited for these kinds of
shopping centres, along with other retailers, creating a one-stop shopping experience.
The multiplex has also moved far beyond the classic popcorn and candy concessions. Some
theatres now serve full meals and have open bars in VIP lounges. They have installed stadium
seating so every customer has an unobstructed view of the screen. The new theatres are also
likely to have a state-of-the-art surround sound system, digital projection, and a host of
other technological goodies designed to enhance the viewing experience. Customers can
often buy their tickets at an outside kiosk, using credit or debit cards, without ever having to
stand in line. Online ticket sales are even available, so customers can either print out their
tickets for a particular show time, or pick them up at the counter or kiosk. The idea has
blossomed into the megaplex as well, which may involve theatres with over 20 screens in one
building.
While the multiple screen idea has essentially taken over modern movie-going, the drawback
is that most of these theatres are part of large corporations that have contracts with the major
studios to run certain films.

The multiplex is a good place to see a popular movie on the big screen. They make the most
of technological advances in filmmaking and film projection and usually allow the audience to
see the films under the ideal circumstances.
The single theatres have lost the most in this multiplex run in India. Most of the population is
able to afford the multiplexes and hence these theatres are flocked only by the lower middle
class which seldom cares to watch a movie. It has been noticed that these single theatres have
started to feature Tollywood or other Indian language movies rather than Bollywood or
Hollywood Movies. Globe Theatre, Kolkata is one of the most popular theatre featuring
classics, English documentary or Hollywood movies and used to be populated by distinctive
crowd. However, the number of movie-watchers at these theatres has declined at a steady
pace and now visiting these halls, one can witness numerous empty seats. Individual theatres
are in the verge of closing down as the intensity of loss cannot be borne for long in comparison
to the cost incurred in putting up a movie and maintenance expenses.
The first multiplex that emerged in my city Kolkata was Inox (PVR Cinemas) at the Forum Mall,
Kolkata. Since then it has been witnessed the coming of 89Cinemas, Fame, Big Cinemas
(Adlabs) and now the IMAX. 89 Cinemas has been acquired by Inox last year and now we have
three Inox multiplexes in the city scattered in different zones. The Indian population has been
attracted to Bollywood in the days of Dilip Kumar and Raj Kapoor. Catching one glimpse
of their favourite movie stars is the fulfilment of one of the most important dreams for many
Indians. Movie stars visit these multiplexes in order to promote their movies and thereby
fulfilling many such dreams. No wonder these multiplexes are flocked by people all the time
while the individual theatres are running out of business. PVR Cinemas has branched to PVR
talkies for the small-town business under this separate brand name. Multiplex constitute 2%-
3% of the total number of individual halls however the range of movies that the feature at
one time and the convenience that they offer has won over hearts and has gone beyond the
metros. Real estate players such as DLF have invested crores in Multiplex business with the
surety of it flourishing now and in the long run. With the advent of multiplexes, it is not only
prosperity of cinema but also of the business profitability factor.
A multiplex is a movie theatre complex with multiple screens within a single complex. They
are usually housed in a specially designed building. Sometimes, an existing venue undergoes
a renovation where the existing auditoriums are split into smaller ones, or more auditoriums
are added in an extension or expansion of the building. The largest of these complexes can sit
thousands of people and are sometimes referred to as a megaplex. Multiplex theatres often
feature regular seating.
1979- The world’s first multiplex was the 18-screen movie theatre complex “Eaton Centre” in
Toronto, Canada. Moreover, it is considered as the forerunner of the current day’s Megaplex.
It was recorded in the Guinness Book of World Records.
The Emergence and Growth of Multiplexes in India
INDIA has the world’s largest film industry. The cinema theatres in India were traditionally
single screen theatres. Customers come during festive season and on weekends. From the

mid-nineties, when multiplexes entered the Indian entertainment industry there has been a
steady rise in their growth and revenues.
Today entertainment industry concentrates on multiplexes as they generate a larger share of
revenue with less number of seats per theatre. 1997- “ANUPAM PVR” in NEW DELHI is India’s
first multiplex. The emergence of new multiplexes has reduced the number of audience in
traditional theatres thereby prompting some of them to transform some of them into
multiplexes.
In 2002, only 0.8% of the country’s 11,000 screens were in multiplexes. For a movie producer,
recovery of production costs is taken in few weeks/days. Time Warner, the entertainment
giant is in talks with the Indian real estate developers for setting up several multiplexes in the
country.
Multiplex chains on expansion route in the Northeast
A heady concoction of “the best in business” technology and “value-added” luxury awaits film
buffs here as multiplex majors PVR Cinemas and Cinepolis look to share prime space in the
gateway to the Northeast.
While PVR, India’s largest movie chain, is opening as many as eight screens, with two of them
coming up by January, Mexican multiplex major Cinepolis is readying a four-screen property
at an upcoming mall on GS Road here.
Cinepolis, which currently operates 110 screens across 16 cities in India, has set an ambitious
target of opening 400 screens in 40 cities by 2017.
“There is no geographical discrimination as far as our growth strategy is concerned. These 40
cities are spread out across all regions, including the Northeast. We are always open to
evaluate the option of setting up a cinema in a location which makes economic sense,”
Sotomayor said.
The company spends ₹2 - ₹2.5 crore for each screen.
PVR Cinemas will be the first to get off the block with two screens in the space that used to
house Cinemax. PVR had acquired a majority stake in the shares of Cinemax in November
2012.
“We will be opening two screens of 250 seats each at Dona Planet by January, while the six
screens at City Centre should be ready by 2016,” an official of PVR Cinemas here said.
The district administration had stopped screening of films at Cinemax over lack of parking
space in October last year. “We are sorting out the parking issue and also arranged for an
additional site where a shuttle service would be placed,” the PVR official said.
In the past seven years, multiplexes have grown substantially in the country and the number
of screens has almost doubled. The top five chains alone have more than 1,200 screens.
Customer service is a key area for the multiplex majors.
“Cinepolis believes in providing the best cinema experience. This is our USP and it is a
culmination of superior projection and sound technologies, tie-up with RealD 3D, the best 3D

system, and layouts that provide the best legroom and stadium-style seating. We also offer a
variety of food/beverage and ticketing options,” Sotomayor said. PVR, which promises a
bouquet of value-added services to its customers, has opened ticket counters on the ground
floor of the mall. “That’s in addition to phone and e-booking. The pricing will be competitive,”
the official said.
The theatre chains consider the region a potential destination for upscale multiplexes. That’s
despite the lack of a “multiplex culture” in states like Manipur (where Hindi films are banned),
Nagaland, Mizoram and Arunachal Pradesh (which does not have a functional hall).
“The Northeast has a lower screen penetration which provides the right opportunity. The
contribution from Hollywood and regional movies is growing. Further, because of the high
literacy rate and an open culture, film viewing will catch up once multiplexes open,”
Sotomayor said.
“However, the small footprint of quality malls is a big challenge for the growth of
multiplexes,” he added.
Regional cinema, too, will get a much-needed boost, once the Mumbai-based Gold Digital
Cinema comes up with about 15 mini (200 seats) halls in Assam by 2016. Gold, which has
three halls here, plans to add another eight in the state next year.
“The halls at Biswanath Chariali, Tezpur and Chaygaon are ready and will be operational once
the legal formalities are over. By 2015-end, five more would be made operational,” said an
official of Gold Digital Cinema (Northeast).
It’s time to recline with cheese popcorn and watch the latest films, folks!
Multiplexes in Guwahati
The onset of multiplexes and the fact that at least 12 new screens are coming up in
the city might finally end the rein of the single screens here in Assam. Chances are either the
single screens will convert to multiplexes or close their shutters permanently. Whatever might
be the case, the single screens will always hold a cherished place in our memories for the
simple reason that we owe our love for cinema to the visits to these theaters. They were like
a dream world to us all and we will always remain in awe of their power. May be that is the
reason which takes us again and again back to the dirty and dilapidated Urvashi and Neptune
cinema when we can jolly well afford the plush luxury of a multiplex. The reason is the good
memories that we have of the places and the fact that we get to relive them every time we
set foot in these cinemas. We just wish they became the way they used to be…
PVR Cinemas
PVR (Priya Village Roadshow) Cinemas is one of the largest cinema chains in India. The
company which is joint venture agreement between Priya Exhibitors Private Limited and
Village Roadshow Limited in 1995 with 60:40 ratio, began its commercial operations in June
1997 with the launch of Anupam in Saket, India’s first Multiplex. By introducing the multiplex

concept in India, PVR cinemas brought in a whole new paradigm shift to the cinema viewing
experience: high class seating, state of the art screen and audio visual systems.
Price
• PVR when it initially started off had a huge advantage of being only one of its kind in
Delhi to begin with. Therefore, they could charge a higher amount to its customers as
they were willing to pay it for the new concept. The high pricing helped them make
maximum gains.
• In the case of PVR, they make use of all their tangible elements to prove to their
customers that movie tickets are worth the price they are paying for it.
• Prices that had originally started at ₹125 (for evening shows) and ₹90 (for morning
shows) have gone up to ₹150 and ₹100 respectively.
• New Weekend releases are priced at higher ranging from ₹250 – 300 according to the
seat preference.
• PVR Priya has slightly different pricing system which varies from ₹45 to ₹150 for
different slabs of customers.
• The pricing at elite PVR Cinemas such as PVR Europa is ₹160 and ₹750 for a Gold Class
ticket. It offers superior ambience, environment, seating, viewing, etc. in the sum.
Process
• It was the first cinema company to introduce computerized ticketing through use of
international box office software in its cinemas.
• First cinema to accept credit cards in India against tickets.
• First to offer cinema tickets on Internet with online payment gateway for payment.
• PVR was the first to install surround sound and Dolby in Delhi.
Tangibility
• The screens are full HD quality.
• The sound is clearly audible and not too loud or slow.
• The staff is well groomed.
• The waiting lounge area and facilities are engaging.
• The seats in the hall are comfortable.
• The restrooms are clean and equipped with toiletries.

Grande Cines
Grande Cines Private Limited is a private limited company incorporated on 07 September
2011. It has promised to provide best in class facilities to its customers. It is classified as Non-
government company and is registered at Registrar of Companies, Shillong. Its authorized
share capital is ₹500,000 and its paid up capital is ₹100,000. It is involved in Motion picture,
radio, television and other entertainment activities.
Grande Cines Private Limited’s Annual General Meeting(AGM) was last held on 26th
September 2016 and as per records from Ministry of Corporate Affairs (MCA), its balance
sheet was last field on 31 March 2016.
Usha Jalan and Aloke Kumar Jalan are the active directors of Grande Cines. It is located in the
prime location of Guwahti at Paltan Bazar.
Grande Cines Private Limited’s Corporate Identifiation Number is (CIN)
U92120AS2011PTC010677 and its registration number is 10677.
‘Experiencing the Grand Way', the theatre offers a one of a kind ‘Curved Screen’ experience
with 2 number of AUDI’s (Screens) to the movie goers which helps to keep the focus point of
the viewers for a real-time experience. A Dolby True Surround Sound Console adds to the
numerous reasons as to why the viewers prioritizes Grande Cines when it comes to cinema
loyalty. With a wide range of mouth-watering food & beverages and a courteous staff to look
after and the needs of the audiences, Grande Cines is here for a long-term relationship with
everyone.
Guwahati has experienced a lot of changes and growth in viewing cinemas. Earlier it was only
single screen theatre that existed in Guwahati. Cinemax and Gold Digital were only the
multiplex that were available for the movie lover in the Guwahati area. But gradually the
multiplex sector has started penetrating the Guwahati market by the conversion of Cinemax
in to PVR followed by the foundation of Grande Cines in the Grand Plaza tower. And the recent
addition to the multiplex sector in Guwahati is the Cinepolis with its High-end facilities started
on 8th September, 2017 located in Central Mall, Christian Basti.

Family
14%
Colleagues
4%
Friends
74%
Others
8%
SOCIAL GROUPS
RESULTS
Analysis 1: Age group of the Respondents Responses
Findings:
The customers between the age group of 21 years to 40 years visit the multiplexes most
frequently i.e. 82%, where the customers of below the age of 21 years notably visit (18%). The
frequency of the customers of the age of above 40 years is negligible.
Analysis 2: Preferred social group for a movie outing
Responses
Social Counts
Family 7
Colleagues 2
Friends 37
Others 4
Findings:
Analysis of the above pie chart leads to the conclusion that majority of the respondents prefer
to watch movie with their friends with majority scores of 74% among the total respondents,
followed by family, others and colleagues.
Below 21
18%
21 to 40
82%
Category
(in years)
Total
in No.
Total
in %
Below 21 9 18
21 – 40 41 82

₹130 & below
9%
₹131 to ₹230
57%
₹231 to ₹330
18%
₹331 & above
16%
TICKET PRICE
Analysis 3: Frequency of watching a movie in a Multiplex
Responses
Findings:
The interpretation of the pie chart gives a
conclusion that majority of the respondent
watches a movie in a multiplex for once in a
month with 50% of the total respondent. On the other hand, the remaining 50% of the
respondent are distributed among the remaining 3 categories (once in a week – 12%, once in
a fortnight – 8% and more than once in a month – 30%).
Analysis 4: Preferred range of ticket Responses
Price Range Counts
₹130 & below 5
₹131 to ₹230 31
₹231 to ₹330 10
₹331 & above 9
Findings:
Among the total respondent majority of the customers prefer to purchase tickets in the range
of ₹131 to ₹230 with 57% of the total respondents. This is followed by the range ₹231 to ₹330,
₹331 & above and ₹130 & below.
Frequency Counts
Once in week 6
Once in fortnight 4
Once in a month 25
More than once in a month 15
Once in a
week
12%
Once in a
fortnight
8%
Once in a month
50%
More than Once
in a month
30%
FREQUENCY

Excellent
20%
Good
51%
Average
18%
Fair
7%
Poor
4%
GRANDE CINES
Excellent
26%
Good
40%
Average
26% Fair
8%
PVR
Excellent
20%
Good
48%
Average
20%
Fair
8%
Poor
4%
PVR
Excellent
30%
Good
40%
Average
22%
Fair
8%
GRANDE CINES
Analysis 5: Comfortability
a. Leg space
Findings: Responses
The values in the table has been represented as in the form
of percentage in the above pie charts. The interpretation
of the charts tells that for both the multiplexes majority of
the respondents are well satisfied with the leg space by
giving a perception of good (40% of the respondent says
that PVR has good leg space while 51% says Grande Cines
has good Leg Space). If we consider both extreme and good
as one, we find that Grande Cines is the clear winner in term of Leg Space with a total of 71%
saying good and excellent (combined value) while PVR has only 66%.
b. Seat Alignment
Rating PVR
(in no.)
GC
(in no.)
Excellent 13 11
Good 20 28
Average 13 8
Fair 4 2
Poor 0 1

Excellent
18%
Good
50%
Average
24%
Fair
8%
PVR
Excellent
26%
Good
42%
Average
32%
GRANDE CINES
Responses
Findings:
In case of Seat Alignment, 68%, 28% and 4% are highly
satisfied, satisfied and dissatisfied respectively with PVR and
70% and 30% are highly satisfied and satisfied respectively
with Grande Cines.
If an overall analyse is made, we find that the both multiplexes
have positive perception for a better view from their seat
assigned with 70% being said good for Grande Cines and 68% saying good for PVR, but we have also
notice that in case of PVR there is 4% of the respondent who felt that PVR has a poor viewing
experience from their seats while in case of Grand Cines has a 0% respondent saying poor.
c. Cushion Quality
Responses
Findings: In case of Cushion Quality,
68% and 32% are highly satisfied, and
satisfied respectively with PVR and
68% and 32% are highly satisfied and
satisfied respectively with Grande
Cines.
Overall comparison for comfortability
Findings:
Finally, when we consider the analysis for an overall comparison for comfortability between
the two multiplexes we have found that 67% of responders are comfortable in PVR and 72%
in GC. A graphical representation for the comparison has been shown below:
Rating PVR
(in no.)
GC
(in no.)
Excellent 10 15
Good 24 20
Average 10 11
Fair 4 4
Poor 2 0
Rating PVR
(in no.)
GC
(in no.)
Excellent 9 13
Good 25 21
Average 12 16
Fair 4 0

64%
65%
66%
67%
68%
69%
70%
71%
72%
Overall quality of Comfortability
PVR Grande Cines
Excellent
40%
Good
56%
Average
4%
GRANDE CINES
Excellent
62%
Good
30%
Average
8%
PVR
Analysis 6: Sound Quality
Findings:
92% of the respondent like the sound quality of PVR and 96% likes the sound quality of GC (combined
value of Excellent and Good). But PVR have higher value than Grande Cines when we only take the
perception saying Excellent which implies that PVR has a superior sound quality than Grande Cine.
Analysis 7: Visual Qualities Responses
a. Screen Size
Findings:
In case of Screen Size, 90%, and 10% are highly satisfied and somehow
satisfied respectively with PVR and 86% and 14% are highly satisfied
and somehow satisfied respectively with Grande Cines.
Multiplexes Response
in %
PVR 67
GC 72
Rating PVR
(in no.)
GC
(in no.)
Excellent 19 22
Good 26 21
Average 4 6
Fair 1 1

Excellent
44%
Good
42%
Average
12%
Fair
2%
GRANDE CINES
Excellent
38%
Good
52%
Average
8%
Fair
2%
PVR
Excellent
44%
Good
40%
Average
14%
Fair
2%
PVR
Excellent
28%
Good
54%
Average
14%
Fair
4%
GRANDE CINES
b. Picture Quality
Responses
Findings:
In case of Picture Quality, 84%, and 16% are
highly satisfied, and satisfied respectively
with PVR and 82% and 18% are highly
satisfied and satisfied respectively with
Grande Cines.
c. 3D Quality Responses
Findings
In case of 3D Quality, 68%, and 32% are highly satisfied,
and satisfied respectively with PVR and 60%, 38% and 2%
are highly satisfied and satisfied and dissatisfied
respectively with Grande Cines.
Rating PVR (in no.) GC (in no.)
Excellent 22 14
Good 20 27
Average 7 7
Fair 1 2
Rating PVR
(in no.)
GC
(in no.)
Excellent 17 12
Good 17 18
Average 14 16
Fair 2 3
Poor 0 1

Excellent
34%
Good
34%
Average
28%
Fair
4%
PVR
Excellent
24%
Good
36%
Average
32%
Fair
6%
Poor
2%
GRANDE CINES
73%
74%
75%
76%
77%
78%
79%
80%
81%
Overall Visual Qaulity
PVR Grande Cines
Overall Comparison of the Visual Qualities
Findings
PVR has the better visual quality than Grande Cines with a score of 81% of the respondent having the
positive perception for PVR while Grande Cines hold only 76%.
Analysis 8: Hospitality Responses
a. Services: Security and Guides
Findings
In case of Securities and Guides, 70%, 28% and 2% are highly satisfied,
satisfied and dissatisfied respectively with PVR and 62%, and 38% are
highly satisfied and satisfied respectively with Grande Cines.
in %
PVR 81
GC 76
Rating PVR
(in no.)
GC
(in no.)
Excellent 8 9
Good 27 22
Average 10 16
Fair 4 3
Poor 1 0

Excellent
26%
Good
50%
Average
18%
Fair
4%
2%
GRANDE CINES
Excellent
12%
Good
54%
Average
22%
Fair
10%
Poor
2%
PVR
Excellen
t
12%
Good
54%
Average
22%
Fair
10%
Poor
2%
PVR
Excellent
26%
Good
50%
Average
18%
Fair
4%
Poor
2%
GRANDE CINES
b. Lavatory
Responses
Findings
In case of Lavatory Facility, 66%, 32% and
2% are highly satisfied, satisfied and
dissatisfied respectively with PVR and 76%,
22% and 2% are highly satisfied, satisfied
and dissatisfied respectively with Grande
Cines.
c. Food and Beverages
Rating PVR
(in no.)
GC
(in no.)
Excellent 6 13
Good 27 25
Average 11 9
Fair 5 2
Poor 1 1

Excellent
18%
Good
20%
Average
38%
Fair
24%
PVR
Excellent
20%
Good
36%
Average
28% Fair
14%
Poor
2%
GRANDE CINES
Excellent
12%
Good
32%
Average
42%
Fair
6%
Poor 8%
PVR
Excellent
42%
Good
26%
Average
24%
Fair
6%
Poor
2%
GRANDE CINES
Responses
Findings
In case of F & B, 38%, and 62% are highly
satisfied and satisfied respectively with PVR
and 56%, 42% and 2% are highly satisfied,
satisfied and dissatisfied respectively with
Grande Cines.
d. Parking Facility Responses
Findings
In case of Parking Facility, 44%,48% and 8% are
highly satisfied, satisfied and dissatisfied respectively
with PVR and 68%, 30% and 2% are highly satisfied,
satisfied and dissatisfied respectively with Grande
Cines.
Rating PVR
(in no.)
GC
(in no.)
Excellent 9 10
Good 10 18
Average 19 14
Fair 12 7
Poor 0 1
Rating PVR
(in no.)
GC
(in no.)
Excellent 6 21
Good 16 13
Average 21 12
Fair 3 3
Poor 4 1

Excellent
18%
Good
60% Average
16%
Fair
6%
PVR
Excellent
16%
Good
66%
Average
16%
Fair
2%
GRANDE CINES
54%
56%
58%
60%
62%
64%
66%
68%
70%
Overall Quality of the Hospitality
Services
PVR Grande Cines
e. Safety Responses
Findings
In case of Safety, 78%, and 22% are highly satisfied,
and satisfied respectively with PVR and 82%, and
18% are highly satisfied and satisfied respectively
with Grande Cines.
Overall Comparison of the Hospitality Services
Findings
The data says that Grande Cines has the better quality of hospitality services where 69% of
the respondent responded saying good whereas PVR has acquired only 59%. A graphical
representation has been shown below for better understandings.
Rating PVR
(in no.)
GC
(in no.)
Excellent 9 8
Good 30 33
Average 8 8
Fair 3 1
in %
PVR 59
GC 69

Excellent
14%Good
20%
Average
40%
Fair
24%
Poor
2%
PVR
Excellent
8%
Good
20%
Average
46%
Fair
26%
GRANDE CINES
Excellent
40%
Good
36% Average
22%
Fair
2%
PVR
Excellent
25%
Good
51%
Average
24%
GRANDE CINES
Analysis 9: Brand Image
a. Offers and Discounts Responses
Findings
In case of offers and discounts, 34%, 64% and 2% are
highly satisfied, satisfied and dissatisfied respectively
with PVR and 28%, and 72% are highly satisfied and
satisfied respectively with Grande Cines. Majority of the
respondent has experienced that Grand Cines has the
provisions of better offers and discounts when compar-
ed with PVR.
b. Brand Recall Value Responses
Findings
On comparing the data for both the multiplexes
we found that the respondents are more likely to
think of PVR when they think of watching a movie
in the multiplex. Grande Cine though it’s a local brand, it has somehow successfully
captured the customers in the Guwahati area with 1/4th of the respondent rating excellent.
Rating PVR
(in no.)
GC
(in no.)
Excellent 7 4
Good 10 10
Average 20 23
Fair 12 30
Poor 1 0
Rating PVR (in no.) GC (in no.)
Excellent 20 12
Good 18 26
Average 11 12
Fair 10 0

50%
51%
52%
53%
54%
55%
Brand Image
PVR Grande Cines
Overall comparison of Brand Image
Findings
When both the attributes (offers and discounts & recall value) are taken together we found
that both has the same number of respondent (with a difference of only 3% in favour of
PVR) with the perception of both the brand having a good Brand Image in the market. A
comparative bar diagram has been shown below:
Hierarchical arrangement of the Attribute on Descending order of their
quality based on the collected perception
in %
PVR 55
GC 52

0%
10%
20%
30%
40%
50%
60%
Excellent Average Poor
OVERALL RATINGS
PVR Grande Cines
Analysis 10: Overall Ratings of PVR & Grande Cines Responses
Ratings PVR Grande
Cines
Excellent 25 27
Average 24 23
Poor 1 0
Findings:
We have analysed the above clustered columns which has lead us to the below findings:
• Among the total respondents’ majority of them have the perception that both the
multiplexes are either excellent or average.
• In case of being excellent, respondents have the major affinity towards Grande Cines
while in case of average, PVR has the majority.
• PVR has been also rated with 2% poor while Grande Cines has 0% respondent in the
poor category.
Analysis 11: Preferred multiplex for the next movie
Finding
From the above depiction of the value in the pie diagram we can conclude that majority of
the respondents are likely to visit PVR for their next Movie.
PVR
60%
Grande Cines
40%
PREFERRED MULTIPLEX
PVR Grande Cines
30 20

Conclusion:
The study was conducted with the major objectives of finding out the customers’
perception of PVR and Grande Cines. The data required for the study has been collected
through the questionnaire. The findings are explained with the help of charts and graphs.
The study was made in a sample size of 50 respondents. Among this only 18% of them
were below 21 years of age while the rest 82% of the respondents were in the age group of
21 to 40 years. From the study, it was found that the minor group were more likely to buy the
ticket of higher range while the respondent in the age group of 21 to 40 years are more likely
to make an average expense of ₹131 to ₹230 on a movie tickets.
It has been found from the analysis that PVR win the battle in maintaining its brand
image in Guwahati like does in any other city across Guwahati.
It was also found that the respondent has expressed the same level of acceptance of
the fact that both the multiplexes are best in class (Guwahati area) but it has been observed
that, somehow the view differs when they were asked to mention the multiplex where they
will be watching their next movie. PVR was the most likely to be visited for their next movie.

Report - Analysis of Customers' Perception towards PVR & Grande Cines

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Report - Analysis of Customers' Perception towards PVR & Grande Cines