Audience behavior towards bollywood movies

Abstract

Materials and Methods: newlineA self-administered online questionnaire designed to collect the data from the respondents residing in Gujarat. The convenient sampling method used to select samples for the study. The collected data were analyzed with various statistical tests like chi-square test, Independent Samples Kruskal-Wallis Test, independent samples Mann-Whitney U test and Kaiser-Meyer-Oklin (KMO) measure and Bartlett s test of sphericity used to analyse the collected data. newlineResult and Discussion: newlineYoung students and employees were the significant respondents of the study are watching more than 9 or more Bollywood movies in a cinema hall. Among the young audience comedy movies, suspense/thriller/crime movies and action movies are preferred movie genre. Male viewers like action movies , science fiction and war/patriot movies than females, whereas female viewers like family movies and love story movies . Key reasons for watching Bollywood movies in a cinema hall are socializing with friends, to enjoy movies with a great amount of focus, outing activity with family and to get rest and relaxation. Outing activity is the most agreed reason for married viewers as well as for female viewers. Movie genre, story/theme of the movie, visuals/cinematography, music/songs, lead star cast, information from family/friends, director of the movie and movie trailers are the most influencing factors for the audience to take the movie-watching decision. newlineConclusion: newlineViewers have unique association with the movies they prefer to watch. The study revealed key reasons for watching Bollywood movies in cinema hall, factors influencing movie watching decision and association between demographic characteristics of audience with their movie watching behavior. it is evident that demographic variables play a vital role in audience behavior towards Bollywood movies. Finding of the study will be useful for Bollywood movie marketers to produce and market the movies more effectively among the audience.