consumer behavior 5 papges
Obje ctiv e Q uestio n: How to m ake A M C th e a ll- p urp ose s t h e ate r th at c o nsu m ers im media te ly w ant to g o to w hen th ey w ant to w atc h a m ovie in ste a d o f a ny o th er th eate r - A la rg e p ossib ilit y t h a t c a n b e lo oke d in to is p ossib ly a ctiv e ly a llo w in g c e ll p hone u se in movie th eate rs - - a m c is lo okin g in to th is - WHAT A R E IS S U ES P E O PLE H AV E W IT H M OVIE T H EA TE R S? L ook o uts id e of e xp erie nce a nd lo ca tio n, s tu ff lik e c e llp h ones, e tc . w hat e ls e c a n w e fix ? ? That’s w ha t’ll h a ve th em sta nd o ut - They’r e h avin g th e la rg e st m ovie th ea te r in th e w orld b uilt ? - In clu de tim es fo r tr a ile rs a nd e xtr a s in m ovie d ura tio n tim es? - Exp erie nce w it h te m pera tu re - - te m p c o ntr o lle d s e ats ? - Movie fo od o ffe rin gs - - p ossib le p artn ers h ip s w it h c h ip otle , ta co b ell, s u bw ay, alo ng w it h tr a d it io na l fa vo rit e s lik e p op co rn a nd n ach os - VR m ovie e xp erie nce !!!!! ! - - headpho ne in sta llm ent o ptio n s f o r p eop le w ho d on’t w ant t o w atc h th e m ovie out lo ud/a re d is tr a cte d b y p e ople t a lk in g (e .g ., u sin g s e arc h es o f F ortu n e, B usin ess W eek, W SJ, a nd m ed ia in th e L exis N exis A ca dem ic data base , e tc ) **N eed O ne fo cu s g ro up a n d 5 in d ep th in te rv ie w s QUESTIO NS T O A N SW ER IN P A PE R :/ O utlin e * ****************** ( J U LIS SA) In tr o : Backg ro und in fo rm atio n a bo ut t h e p ro d uct, s e rv ic e , o r o th er c o nsu m er o ffe rin g th at y o u c h ose , th at in clu des a d is cu ssio n o f th e c o m panie s’ c u rre nt m ark e tin g s tr a te gy - - in tr o o f w hat th e paper a nd in te rv ie w s/fo cu s g ro ups w ill c o nsis t o f Body: 1) What a re th e p re -p urc h ase , p urc h ase , o r p ost- p u rc h a se p ro ce sse s fo r c o nsu m ers ? (ju lis sa ) a) Dis cu ssio n o f e ach s te p o f th e d ecis io n-m akin g p ro ce ss i) To a nsw er th is q u estio n y o u n eed to r e fe r to th e in te rv ie w s th at w ill b e co ndu cte d a nd fin d b ackg ro und in fo rm atio n o n it (R IC KY) 2) What a re th e m ost r e le va nt e xte rn a l in flu e nce s o n th ese p ro ce sse s? i) To a nsw er u se in te rv ie w / C O NDUC T IN D EP TH R ES EAR CH IN D EP EN DEN TLY O N M OVIE T H EATE R IN TE R N AL A N D E X TE R N AL IN FLU EN CES (IS H AN N) 3 ) W hat c a n th e c o m pa nie s le arn fr o m th ese p ro ce sse s a nd h ow c a n th ey in flu ence th em ? USE IN FO RM ATIO N F R O M N U M BER S 1 , 2 A N D IN TE R VIE W S T O A N SW ER (P AR TH ) 4 ) H ow s h ould th e c o m pan ie s c h an ge th eir m ark e tin g s tr a te gie s to im pro ve im age a nd pro duct p osit io nin g, th e a cq uis it io n p ro ce ss fo r c o nsu m ers , to e nhance c o nsu m er e xp erie nce wit h th e p ro duct, a nd in flu ence c o nsu m er s a tis fa ctio n a nd lo ya lt y ? -- L O OK U P A R TIC LE S O N H O W A M C C AN B ETTE R C O NSU M ER EXPER IE N CE/ C O M PETIT IV E P O SIT IO NIN G (E VER YO NE) CO NCLU SIO N As w ell a s in clu de r e co m m end atio ns th at a ddre ss a ll 4 P ’s . A d is cu ssio n fo r h ow to a cq uir e n e w c u sto m ers , e nhance th e c u sto m er e xp erie nce , in flu ence co nsu m er s a tis fa ctio n a nd lo ya lt y . FIN AL P APER R EQ UIR EM EN TS : A d is cu ssio n o f e xte rn al a n d in te rn al in flu ence s.
