Document Type : Research Paper

Authors

• Mesbah Alhoda Bagheri Kani ¹
• Hossein Goodarzi ²

¹ استادیار گروه مدیریت بازرگانی دانشکده معارف اسلامی و مدیریت دانشگاه امام صادق علیه السلام

² MA. in Islamic Studies and Business Management, Imam Sadeq University

Abstract

 
The cinema industry, as the most influential cultural industry in each country, deserves more attention and planning, than the service it provides. This market, like other existing markets, has both supply and demand or the manufacturer and the buyer. Therefore, the interaction of these two with each other and the buyer’s attitude and how to shape the buying behavior in order to recognize and promote this market is of great importance. Unfortunately, this industry has not been successful in attracting audiences in recent years. This failure is rooted in a number of factors, which can be used to increase the number of audiences by knowing and planning the components that affect purchasing decisions.
The research question of the current study is that which factors directly or indirectly affect the Iranian audience purchase? Most of the researches carried out in this field are based on an economic approach, while in the present study, the issue has been considered with the marketing approach and from the point of view of purchase decision making and the behavior of cinema audiences.
Therefore, using a decision making model of buying for cinema audiences and ranking the factors affecting purchasing decisions, a study was conducted in Tehran with a sample of 320 people. In the inferential analysis, the components were ranked by Friedman’s nonparametric test and the results of the test showed that the “state of affairs” component was the highest, then the components of “communication”, “feature of the film” and “structural quality” were in the next ranks.

Keywords

• Cinema marketing
• Consumer behavior
• purchasing decision
• cinema demand
• cinema audience

20.1001.1.23830891.1398.13.1.12.3

Main Subjects

• Marketing