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MINISTRY OF EDUCATION & TRAINING UEH UNIVERSITY – BUSINESS SCHOOL SCHOOL OF ECONOMIC MATHEMATICS - STATISTICS - - FINAL PROJECT COURSE: STATISTICS IN ECONOMY AND BUSINESS TOPIC: FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF CGV MULTIPLEX CINEMA IN HO CHI MINH CITY Class : IBC02 Instructors : Trần Hà Quyên Group : Hoàng Thị Thanh Bình Oh Hyo Vương Minh Nhi Đặng Ngọc Khánh Thi Hoàng Thái Như Vy Ho Chi Minh City, October 2021 GROUP 2: Members Hoàng Thị Thanh Oh Hyo Vương Minh Đặng Ngọc Khán Hoàng Thái Nh SUMMARY With the rapid development of today's society, people's living standards are increasingly improved, spiritual needs have also become popular and requirements are met In Western countries, going to the cinema to watch movies has become so familiar for centuries, especially for less developed countries like Vietnam, exposure to this entertainment technology has only just developed many decades back Therefore, Vietnam is considered a potential market, especially in big cities, such as Ho Chi Minh City With the current market opportunity, cinemas in Ho Chi Minh City in general and Vietnam in particular, have taken positive actions to improve their competitiveness compared to the rest of the competitors, from service delivery to service delivery communication and promotional activities One of the cinemas mentioned above, it is impossible not to mention names such as Galaxy, Lotte Cinema, BHD Cinema and especially the CGV theater system of CJ Group For the above reason, the research team decided to carry out the research project “STATISTICS OF FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF CGV MULTIPLEX CINEMA IN HO CHI MINH CITY.” in order to provide analysis and assessment of the level of consumer satisfaction with CGV, thereby making some personal recommendations to promote the existing advantages of the service, as well as improve shortcomings with the goal of making CGV the first name that comes to mind when it comes to movie theater services In the research paper, the authors give main factors that directly affect the audience's decision to choose CGV service such as Willingness to pay for price of movie tickets, Quality of movie theatre, Quality of service, Accompanying and Marketing The research topic was surveyed from 222 surveyors from all over Ho Chi Minh City through the Google Form tool The research conducted by the authors intends to propose solutions to help CGV grow from increasing the number of new customers as well as continuing with customers who have been using the service TABLE OF CONTENTS SUMMARY CHAPTER 1: INTRODUCTION 1.1 Context of research: 1.1 Research problem statement: 1.2.1 Research question: .7 1.2.2 Research problem: 1.3 Purpose of survey 1.4 Research scope and object .8 CHAPTER 2: THEORETICAL BASIS, PREVIOUS RESEARCH RESULTS AND RESEARCH MODEL OF THE GROUP 2.1 Theoretical basis 2.1.1 Descriptive statistics: 2.1.2 Statistical Inference: .9 2.1.2.1 Estimated overall range: 2.1.2.2 Hypothesis testing a population: 10 2.1.3 Introduction about CGV: 11 2.1.3.1 Definition of entertaining service: 11 2.1.3.2 Characteristics of cinema: 12 2.1.3.3 Position of CGV on cinema market in Viet Nam: 12 2.1.4 Relevant theoretical models: 15 2.1.4.1 Consumer and Consumer behavior theory 15 2.1.4.3 Buyer Decision Making Process 17 2.2 Previous research results: 18 2.2.1 Research by Amornsri Tanpipat, Sirijanya Kuawiriyapan, Taweerapat Eiamcharoom (2016) 18 2.2.2 Research by Nguyen Thi Bao Trinh (2016) 18 2.2.3 Research by W&S - Online Market Research company (2012) 19 2.3 Research model of the group: 19 CHAPTER 3: METHODS OF RESEARCH 22 3.1 Data objective 22 3.2 Data approach 22 3.3 Analysis plan 22 The authors will conduct the analysis through two methods: qualitative research and quantitative research 22 3.3.1 Qualitative Research 22 3.3.2 Quantative Research 25 3.4 Reliability and validity 25 CHAPTER 4: ANALYSIS AND RESEARCH RESULTS 27 4.1 Descriptive statistics: 27 4.2 Accreditation: 54 4.2.1 Accreditation about quality of CGV multiplex cinema 54 4.2.2 Accreditation about quality of service that CGV provides 55 4.2.3 Accreditation about promotion of CGV 56 4.2.1 Accreditation about location of CGV multiplex cinema 56 CHAPTER 5: PROPOSED AND CONCLUSION 58 5.1 Proposed: 58 5.2 Conclusion: 59 REFERENCES 61 LISTS OF TABLES Figure 1: Market share of movie cinemas in Vietnam 13 Figure 2: CGV 's business results between 2012 and 2016 14 Figure 3: Number of theaters and rooms of CGV 14 Figure 4: The Model of Buyer Behavior 16 Figure 5: Factors influence consumer behavior 16 Figure 6: Buyer decision process 17 Figure 7: Research model of Amornsri Tanpipat, Sirijanya Kuawiriyapan, and Taweerapat Eiamcharoom (2016) 18 Figure 8: Research model of Nguyen Thi Bao Trinh (2016) 18 Figure 9: Research model of W&S company (2012) 19 Figure 10: Model of Consumer Behavior by Philip Kolter .20 Figure 11: Research model of the decision to choose CGV of the audience 21 Chart 1: The model of the age of audience 28 Chart 2: The model of the monthly income of audience .29 Chart 3: The model of the impact of ticket prices on consumer behavior 30 Chart 4: The graph shows the degree of influence of facilities on consumer behavior 32 Chart 5: The graph shows the level of influence of service quality on consumer behavior .37 Chart 6: The graph shows the degree of influence of the promotion policies on consumer behavior .43 Chart 7: The influence of CGV's geographical location on consumer behavior 48 Chart 8: Frequency of using CGV's multiplex cinemas’ service 53 Chart 9: Information channels about CGV 54 Table 1: Corresponding factors and scales 23 Table 2: Reliability test by Cronbach's Alpha coefficient 25 Y Table 1: Descriptive statistical analysis 27 CHAPTER INTRODUCTION 1.1Context of research: In the current period, Vietnam's economy is developing rapidly Becoming an official member of the World Trade Organization WTO has brought Vietnam opportunities to access extensive and potential markets and creates competitive pressure for businesses in all fields, including entertainment Many decades back, with the rapid development of today's society, people's living standards are increasingly improved, spiritual needs have also become popular, and requirements are met In Western countries, going to the cinema to watch movies has become so familiar for centuries, especially for less developed countries like Vietnam, exposure to this entertainment technology has only just developed With the current market opportunities and the development of cable television services, the film market will advance rapidly The appearance of many new cinema clusters has made the competition more and more fierce, from the supply stage—services to communication and promotion activities In one of the cinemas mentioned above, it is impossible not to mention names such as Galaxy, Lotte Cinema, BHD Cinema, and especially the CGV theater system of CJ Group As a pretty sensitive corporation to great opportunities and has appeared in many business fields in Vietnam, CJ spent $ 70 million to take over the Megastar cinema system and change its name to CGV After the successful takeover, CGV has made many improvements to improve service quality and attract more and more customers to CGV However, besides customers who have a positive attitude towards CGV, there are mixed opinions that the old Megastar has more advantages and is more suitable for Vietnamese customers Satisfying customer needs is very important If the needs are satisfied to the maximum, customers have confidence in the products and services they provide, continue to use them, and bring sustainable profits to the company To so, it is crucial to know what factors influence customer satisfaction For the above reason, the research team decided to carry out the research project "Factors affecting the decision to use the service of CGV multiplex cinema in Ho Chi Minh City." In this topic, the team will measure customers' satisfaction who come to watch movies at the CGV cinema system in Ho Chi Minh City On that basis, determine the factors affecting customer satisfaction and its level of influence From there, some personal suggestions are made to promote the existing advantages of the service and improve the shortcomings to make CGV become the first name that comes to mind when it comes to cinema services 1.1 Research problem statement: 1.2.1 Research question: Here are some research questions asked during the research to help manufacturers understand their customers' tastes and help them meet users needs: - Question 1: Why choose CGV CINEMA cinema? - Question 2: What is the quality of service that CGV CINEMA brings to you? - Question 3: How satisfied are you with the service? - Question 4: What services you want CGV to change and develop more about? 1.2.2 Research problem: In the topic "STATISTICS OF FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF CGV CINEMA IN HO CHI MINH CITY", the authors will study and analyze the factors affecting the choice of consumers when choosing choose to use GCV's services From there, conduct research and find solutions based on the surveyed data so that it can be easier to understand this service better 1.3 Purpose of survey Firstly, determining the factors affecting the intention to choose a CGV cinema for the audience in Ho Chi Minh City From there, consider the impact of factors and audience characteristics on the intention to choose a multiplex cinema in Ho Chi Minh City Based on the research results, make recommendations for managers at CGV multiplex cinemas in Ho Chi Minh City to refer for changes when they want to attract audiences to CGV multiplex cinemas to watch movies 1.4 Research scope and object Research object: Factors affecting the decision to use the service of CGV multiplex cinema in Ho Chi Minh City Survey subjects: People from different aged have used the service of CGV multiplex cinemas at least once time a month in Ho Chi Minh City Research scope: Theoretical scope to investigate factors affecting the intention to choose CGV multiplex cinemas of people from different aged in Ho Chi Minh City Time range: The study took place from 1/10/2021 to 15/10/2021 Spatial scope: The report is made within Ho Chi Minh city CHAPTER THEORETICAL BASIS, PREVIOUS RESEARCH RESULTS AND RESEARCH MODEL OF THE GROUP 2.1 Theoretical basis 2.1.1 Descriptive statistics: - Descriptive statistics is the summary of data using tables, graphs, and numerical methods Because CGV is the most popular multinational cinema chain in Vietnam today, it contains a lot of big data, which is difficult to understand directly with the original survey data Therefore, we use descriptive statistics to summarize large- to small-scale data in a general way with variable patterns and easier to understand (by computer software such as Excel, ) - Used to synthesize qualitative data and quantitative data in many different forms, specifically as follows: + Qualitative: frequency distribution, frequency, percentage frequency, bar chart, pie chart has been presented as tabulation, charting procedures + Quantitative: frequency distribution, frequency, percentage frequency, histogram, cumulative frequency, cumulative frequency, cumulative percentage frequency, Ogive chart 2.1.2 Statistical Inference: Statistical inference is the process of drawing conclusions about an underlying set based on a sample or subset of data 2.1.2.1 Estimated overall range: Because point estimation may or may not provide an accurate estimate of a population, we need to use interval estimation to provide a confidence interval containing the population parameter value to be searched for, based on the analysis standardized distribution Form: p´ ± margin error 2.1.2.2 Hypothesis testing a population: Definition: - Hypothesis tests are used to make decisions or judgments about the value of a parameter, such as the population mean - In hypothesis testing we begin by making a tentative assumption about a population parameter This tentative assumption is called the null hypothesis and is denoted by H0 - We then define another hypothesis, called the alternative hypothesis, which is the opposite of what is stated in the null hypothesis The alternative hypothesis is denoted by Ha Calculation method: - In general, there are three solutions: o Method 1: The critical value approach o Method 2: The p-value approach (Reject H0 if p-value ≤ α ) o Method 3: The confidence interval approach (only when available and have same α) - From there, we consider the specific cases: o Hypothesis test: Lower tail test: H0: µ ≥ µ0; Ha: µ < µ0 Upper tail test: H0: µ ≤ µ0; Ha: µ > µ0 Two-tailed test: H0: µ = µ0; Ha: µ ≠ µ0 o Case 1: The test statistic µ for the σ known: Method 1: Reject H0: Lower: z < -zα Upper: z > zα sides: |z| > zα/2 Method 2: p value Lower: p Upper: 1-p sides: + z > 0: 2(1-p) + rest: 2p Method 3: Estimates µ: x´ ± z α/2 σ √ n the value of the test statistic is z= x´−µ0 σ/ √n o Case 2: The test statistic µ for the σ unknown: the value of the test statistic is t= ´x−µ0 s/ √n Method 1: Reject H0: Lower: t < -tn-1; α Upper: t > tn-1; α sides: |t| > tn-1; α/2 Method 2: p value Lower/Upper: Area sides: Area.2 Method 3: Test statistic for hypothesis tests aboutapopulation proportion x´ −p0 z= √ p0 (1− p0) n True and false conclusions in hypothesis testing: A R 2.1.3 Introduction about CGV: 2.1.3.1 Definition of entertaining service: Entertainment service systems were born from the entertainment needs of people, thereby forming a network of providers to meet those entertainment needs And according to the Oxford dictionary, cinema is a term of a building in which films or movies are shown, in this case, the entertainment service referred to is the movie viewing service The object of this service is called the audience or viewer Cinema is called the seventh art, so it is extremely appropriate to compare watching movies with a play or attending a live concert Movies are physical, but the enjoyment of them brings many emotions to the viewer for a long period of concentration Therefore, with the demand for this entertainment service, these providers have been formed, called cinemas In addition to movie screening, the cinema also provides other services such as food service 2.1.3.2 Characteristics of cinema: About space: - Only when the demand is great enough will cinemas appear So in this case, the authors survey customer behavior at CGV cinemas in Ho Chi Minh City - a developed city with many shopping centers, where many people gather to create sufficient demand for theaters - Placed in areas with guaranteed infrastructure, eligible for theater development - Placed in a convenient place for moving (in big shopping malls, big hotels, ) About operating hours: - Depends on the time spent by guests, most focus on outside working hours For example, afternoon, evening or late night, or can be active all day on weekends - Weather conditions greatly affect - Highly seasonal: when blockbusters are produced or holidays with theme films Features of the management organization: - In addition to providing movie theater services, the cinema also provides other accompanying services such as meals: including popcorn and fresh soft drinks - For convenient and easy management, businesses are divided into main parts: Operation and Administrative departments (HR, Marketing, Accounting, ) For some large theater systems such as CGV, the management will be transferred to a representative in the administrative department at the cinema chief, from there operating down to each specific cinema 2.1.3.3 Position of CGV on cinema market in Viet Nam: CJ CGV is the largest multiplex cinema chain in South Korea and has branches in China, Indonesia, Myanmar, Turkey, Vietnam, and the United States The fifth largest multiplex theater company in the world, CJ CGV currently operates 3,412 screens at 455 locations in seven countries, including 1,111 screens at 149 locations in South Korea CGV takes its name from the first letters of the joint venture partners at the time of launching; CJ, Golden Harvest (Orange Sky Golden Harvest), and Village Roadshow ... topic "STATISTICS OF FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF CGV CINEMA IN HO CHI MINH CITY" , the authors will study and analyze the factors affecting the choice of consumers when choosing... "Factors affecting the decision to use the service of CGV multiplex cinema in Ho Chi Minh City. " In this topic, the team will measure customers'' satisfaction who come to watch movies at the CGV. .. determining the factors affecting the intention to choose a CGV cinema for the audience in Ho Chi Minh City From there, consider the impact of factors and audience characteristics on the intention
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