Comprehensive Project Project Report On PRICE DISCRIMINATION ON ANAND CITY THEATERS Submitted for the Partial Fulfillment of MASTERS

OF BUSINESS ADMINISTRATION (MBA) (2011-2013) Gujarat Technological University Ahmedabad Submitted by: SUBHASH TRIVEDI 117550592144 Under the Guidance of: Mr. PARTIK BHAVSHAR (Assistant Professor) MANOJ MORI 117550592156

Submitted to: SARDAR PATEL COLLEGE OF ADMINISTRATION & MANAGEMENT Approved by All India Council for Technical Education (AICTE), New Delhi AFFILIATED WITH GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD SPEC Campus, Vidhyanagar-Vadtal Road, Bakrol, 388315, Anand (Gujarat) November-2012

DECLARATION
I the undersigned SUBHASH TRIVEDI & MANOJ MORI &. the student of M.B.A Sem-4, here by declare that the project work presented in this respect is my own work and has been carried out under the supervision of Asst.Prof. Pratik Bhavashar of Saradar Patel College Of Administrion and Management (SPCAM) , Bakrol,Anand This work has not been previously submitted to any other university for any other examination.

Date: -

Signature of student

Place: -BAKROL,ANAND

------------------SUBHASH TRIVEDI MANOJ MORI

INSTITUTE CERTIFICATE
Certified that this comprehensive project report titled PRICE DISCRIMINATION ON CHAROTAR REGION THEATORS is the benefited work of MR. Mnoj Mori $ Subhash Trivedi (enr.117550592156 - 117550592144) who carried out the research under my supervision, I also certified further , that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree of award was conferred on an earlier occasion this or any other candidate.

MR. PRATIK BHAVSHAR Assistant Professor

DR.T.D.TIWARI Director

ACKNOWLEDGEMENT
I am deeply thankful to all authority of concern unit to help me in my practical study & for providing information and guidance to prepare this project report. I express my deep gratitude to our respected director Dr T.D.Tiwari. I am also our whelmed by my guide Asst. Prof. Pratik Bhavsahar for the enthusiasm and the support by him. I owe to my respected and dear parents, family members, friends, and concern officers of the Theaters. Without their blessing and moral support this study of mine might not possible.

SUBHASH TRIVEDI MANOJ MORI

PREFACE
I know that training is for the development and enhancement of the knowledge in this particular field. It can never be possible to make a mark in todays competitive era only with theoretical knowledge when industries are developing at global level, practical knowledge of administration and management of business is very important. Hence, practical study is of great importance to M.B.A. student.

With a view to expand the boundaries of thinking, I have undergone. Comprehensive Project titledPRICE DISCRIMINATION ON CHAROTAR REGION THEATER I have made deliberate efforts to collect the required information and fulfil training objective.

EXECUTIVE SUMMERY
This is the time of liberalization, privatization, and globalization. This has brought lots of change all over the world. The Indian market is also changed rapidly. There is tough competition between different complains to achieve high market share. Now days, customer are more conscious about choice of products.

There is fighting between different theater for capturing highest market share because different theater gave entered with new products and new marketing strategy for apply different price discrimination and create brand image in market.

So this has inspired to researcher for selecting the subjects of price discrimination used theater particularly in India, for details research work. The following points focus on the major topics of project work:

The study was to find out the awareness of price discrimination used by Charotar Region
Theater in India.

The study was limited to Charotar Region only and time duration is 8 weeks Data are collected in two ways: primary as well as secondary. Secondly data was collected by the way of magazines, websites etc... Primary data were collected by the ways of survey. Data collection instrument was questionnaire ; questionnaire was prepaid for theater Researcher has also conducted points survey of 15 samples for theater. Collected data were analyzed and interpreted properly From that analysis some findings and recommended were also made At last bibliography and questionnaire and list of charts ware attached.

Review of Literature

This article summarizes much of the literature on price discrimination, discussing the alterative approaches and the general conclusions on price discrimination's impact on output, prices, and welfare. It applies lessons from the literature to a specific proposal that would eliminate arbitrage in California wholesales gasoline markets, and in effect prevent some forms of price discrimination. It concludes that applying extensions of the existing models to industry data is very important for gaining a better understanding of the implications price discrimination, and the current debate on price dispersion would benefit from such research.

TABLE OF CONTENT
SR NO. PARTICULAR PAGE NO.

CHAPTER-1 INTRODUCTION 1 2 3 4 5 6 INTRODUCTION OF THE SUBJECT/TOPIC. TYPES OF PRICE DISCRIMINATION. DEGREE OF PRICE DISCRIMINATON. ADVANSTAGE OF PRICE DISCRIMINATION. SEGEMENT IN WHICH PRICE DISCRIMINATION IS DONE. NAME OF THEATERS 9 13 14 16 17 18

CHAPTER -2 RESEARCH METHODOLOGY 1 2 3 4 PROBLEM IDENTIFICATION OBJECTIVE OF RESEARCH LIMITATION OF RESEARCH RESEARCH THEORY 19 20 20 21

CHAPTER -3 CHAPTER -4 CHAPTER -5 CHAPTER -6 CHAPTAR -7 CHAPTER -8 CHAPTER -9

DATA ANALYSIS & INTERPRETATION HYPOTHESIS TESTING FINDINGS SUGGESTION SOWT ANALTSIS CONCLUSION BIBLIOGRAPHY ANNEXURE

25 44 46 47 48 49 50

INTRODUCTION
Definition of 'Price Discrimination A pricing strategy that charges customers different prices for the same product or service. In pure price discrimination, the seller will charge each customer the maximum price that he or she is willing to pay. In more common forms of price discrimination, the seller places customers in groups based on certain attributes and charges each group a different price.

Price discrimination is a pervasive phenomenon in many markets, such as consumer products markets, travel and transport, telecommunication, and many other services markets. It takes many forms and it is a phenomenon which can have both positive and negative effects, for consumers as well as for welfare. The analysis of price discrimination has deep roots in the economics discipline, where it has long been recognized that it can be for good and for bad and sometimes even necessary

Inteoduction of price discrimination on theater.

Price discrimination is observed in most industries. It implies that firms are charging different prices from different consumers, and that the price difference cannot be explained by cost differences. It is well known that the theater industry has practiced price discrimination for many years. We all know that on each show the passengers have paid different prices, and that in some cases we can observe that the highest price is as much as five times the lowest price. Is price discrimination a good or bad thing for the theater passengers and the society? To answer such a question, we must focus on the price discrimination that is most common in this particular industry. A casual observation would be that there are numerous different versions of an theater ticket to choose among. You can buy an expensive, flexible ticket. Then you are allowed to reschedule the show or even cancel it without any costs. Or you can buy a cheap ticket, with many restrictions. For example, a Saturday night stay-over is required and so is advance-purchase. Since each and every passenger can choose between different versions of an show ticket, it is natural to consider the theory of versioning when analyzing the price discrimination in this particular industry.

Setting ticket prices for a nonprofit theater has become an increasingly complex venture.As with any product, a ticket price must take into account the costs of production, the companys competitive position, the consumers willingness and ability to pay, and the value that the consumer places on the experience of attending the theater. Beyond these initial constraints, theater companies often engage in price discrimination practices in order to enable consumers with low ability or willingness to pay to attend a performance, to maximize yield from a performance, or to respond to changes in consumer demand. Most theaters engage in a combination of pricing strategies that can result in a complex pricing schedule, yet many theaters are not certain that these pricing strategies are even accomplishing their goals. Pricing theater tickets has become a complex and delicate balancing act, in some cases more of an art than a science, as theater companies attempt to integrate the many forces influencing their price. Setting the Base Price At the most basic level, the purpose of charging a price for attending a theater performance is to enable the company to earn revenue to offset the costs of production. The marketing literature differentiates between two basic pricing models.1 In the cost-plus model, the company determines the total cost of production, allocates this cost across the units produced (in this case, tickets), and sets a price that will enable a predetermined profit margin. In the valuebased model, the company measures consumers willingness to pay for a product, and implements cost saving procedures to reduce the production cost per unit until it is below theprice that consumers are willing to pay.

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The History Of Indian Cinema hall

Cinema is one of 's most vibrant cultural products and a major industry which is as old as Hollywood . It produces around a quarter of the world's films; its 13,000 cinema halls have a daily audience of around 15 million and many of these films are hugely popular overseas. has not one, but several filmic styles which can be distinguished in terms of film-making (methods of production and distribution), the film text (technical and stylistic features, language) and by the film's reception (by the audience and by critics). These styles cover "art" cinema, made in several Indian languages, including English and "commercial" cinemas, also made in several languages. The commercial cinema of Bombay (Mumbai), made in the national language, Hindi has established itself as the national cinema, and although its reference may be national, it shares the key features of melodrama, the use of song and dance, and the operation of a star system with cinema across Bollywood.

The Beginning:

Cinema came to on July 7, 1896 with a screening of the Lumiere Brothers' Cinematograph films in Bombay . Yet the first entirely Indian-made film, Raja Harischandra, (produced and directed by DG Phalke) was released in 1913. Phalke was inspired to make a film about Indian mythology after seeing a film about the life of Christ. His style of film drew on emerging modern "Indian" art forms, chromolithography and photography, religious processions and performances, folk and urban theatre, and foreign cinema. This new hybrid created by Phalke became the norm immediately in three of Indian cinema's popular genres: the mythological, the devotional (films about the lives of saints) and the historical. Other genres, grouped loosely as "social films", set in contemporary , were also established during the silent period. Something About Indian film The Indian film industry is the oldest and the largest in the world with over 1200 movies released annually. The majority of films are made in the South Indian languages mostly Telugu, Tamil and Malayalam, but Hindi films take the largest box office share. Mumbai (Bombay), Chennai (Madras), Kolkata (Calcutta), Bangalore and Hyderabad are the main film production centers. With more than12000 cinema halls, the Indian film industry turn out more than 1000 films a year to hugely appreciative audiences around the world.

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Future of Indian film

This is not intended to be a scare story, however. As mentioned above, the overall entertainment industry in India is taking on professional colours and this will change the culture of the film industry too. Some film production companies, such as Mukta Arts, have made public share issues, thus keeping out of the world of murky financing. The Film Federation of India is actively seeking to make film financing a viable proposition for banks. It is likely that films would also be insured to offset possible losses for banks. The granting of industry status to the film industry will eventually allow overboard financing of films, though this will result in production of fewer films than at present. Stricter enforcement of copyright law will help the film industry in its fight with cable operators. Foreign entertainment companies, with steady revenue streams, can do good business if they invest in Hindi and other Indian language films. Despite high risks on a per-movie basis, the risk spreads out across a number of movies.

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TYPES OF PRICE DISCRIMINATION Price discrimination is of various types. Some of them are as follows: 1. Personal price discrimination: It may be personal based on the income of the customer. For example, Doctors and Lawyers charge different fees from different customers on the basis of their income. Higher fees are charged to rich persons and lower to the poor. 2. Geographical or Local discrimination: There is geographical price discrimination when a monopolist sells in one market at a higher price than in the other market. For example, in a posh locality, a beauty parlor may be charging more while charging lower rate for the same service in a common locality. 3. Discrimination on the basis of Nature of the Product: Different prices are charged when there is a difference in the quality of the product. For example, Unbranded products, like open tea, are sold at lower prices than branded tea like Brooke Bond or Tata tea. 4. Discrimination on the basis of Age, Sex and Status: Here different prices are charged on the basis of age, sex and status of consumers. For example, railways fare for children and senior citizens are different, various states in India there is no fees for girls in schools and in case of Toll tax all MLAs, MPs and Ministers are exempted. 5. Discrimination on the basis of Time: Different rates may be charged for a service depending upon time. For example, Telephone STD call rates at day time and night. Besides, advertising rates on TV based on prime time and non prime time. 6. Discrimination on the basis of Use of product / Service: Prices differ according to the use to which the product is utilized. For example, electricity per Unit rates are different for users as domestic use, Farm use and industrial use.

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DEGREES OF PRICE DISCRIMINATION 1. First degree price discrimination a. Perfect First Degree price discrimination b. Imperfect First Degree price discrimination 2. Second degree price discrimination 3. Third degree price discrimination

1. First degree price discrimination

In first degree price discrimination, price varies by customer's willingness or ability to pay (cf. Value-based pricing). This arises from the fact that the value of goods is subjective. A customer with low price elasticity is less deterred by a higher price than a customer with high price elasticity of demand.

a. Perfect First Degree price discrimination An ideal case of First Degree Price Discrimination. Captures whole consumer surplus. b. Imperfect First Degree price discrimination Charging a few different prices based on the estimates of customers reservation prices.

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2. Second degree price discrimination In second degree price discrimination, price varies according to quantity sold. Larger quantities are available at a lower unit price. This is particularly widespread in sales to industrial customers, where bulk buyers enjoy higher discounts. Additionally to second degree price discrimination, sellers are not able to differentiate between different types of consumers. Thus, the suppliers will provide incentives for the consumers to differentiate themselves according to preference. As above, quantity "discounts", or non-linear pricing, is a means by which suppliers use consumer preference to distinguish classes of consumers. This allows the supplier to set different prices to the different groups and capture a larger portion of the total market surplus.

Practice of charging different prices per unit for different quantities of the same good or service. extract some, but not all of consumer surplus

Second-degree price discrimination is pricing according to quantity consumed--or in blocks.

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3. Third degree price discrimination

In third degree price discrimination, price varies by attributes such as location or by customer segment, or in the most extreme case, by the individual customer's identity; where the attribute in question is used as a proxy for ability/willingness to pay. Additionally to third degree price discrimination, the supplier(s) of a market where this type of discrimination is exhibited are capable of differentiating between consumer classes. Examples of this differentiation are student or senior discounts. For example, a student or a senior consumer will have a different willingness to pay than an average consumer, where the reservation price is presumably lower because of budget constraints. Thus, the supplier sets a lower price for that consumer because the student or senior has a more elastic price elasticity of demand (see the discussion of price elasticity of demand as it applies to revenues from the first degree price discrimination, above). The supplier is once again capable of capturing more market surplus than would be possible without price discrimination. This form of price discrimination divides consumers (with different demand curves) into two or more groups. It is the most prevalent form of price discrimination. Consumer groups can be made based on some observable characteristics.

Advantages of Price Discrimination 1. Firms will be able to increase revenue. This will enable some firms to stay in business who otherwise would have made a loss. For example price discrimination is important for theaters who offer different prices. 2. Increased revenues can be used for research and development which benefit consumers

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Disadvantages of Price Discrimination 1. Some consumers will end up paying higher prices. These higher prices are likely to be allocatively inefficient. 2. Decline in consumer surplus. 3. Those who pay higher prices may not be the poorest. 4. There may be administration costs in separating the markets. 5. Profits from price discrimination could be used to finance predatory pricing. Examples of in which segment price discrimination is done. Thearers Travel industry Coupons Premium pricing Retail price discrimination Segmentation by age group and student status Discounts for members of certain occupations Employee discounts Retail incentives Incentives for industrial buyers Discounts to students and senior citizens Publishers charging a higher rate to libraries than to individuals Different theater and train fairs Different labels like premium/non-premium, supermarket label etc.

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Name of Theater Sr.No

1 2 3 4 5 6 7 8 9 10 Fane Cinema Gopi Talkiz Big Lion Vaibhav Cinema Raj Shivali Cinema Kalpana Cinema Gold Multiplex Tulsi Cinema Raj Cinema Lakshmi Cinema

Name of theater

PROBLEM IDENTIFICATION
Introduction Before a project can begin, there has to be a reason why it should take place. You have to define the problem that the system is meant to be overcome. This phase is called the 'Problem definition phase'. Some formal effort is made to define exactly what the problem is. 'What do we think the problem is?' "What information should be collected and assessed to confirm our understanding of the problem?" The main outcome of the Problem Identification stage is to set the overall purpose and objectives of the RA and to determine the likely data requirements. This step should:
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 Clearly identify what aspect of the RA needs to be addressed; Set the objectives of the RA (what will and will not be considered), and Identify what information needs to be collected, analyzed and assessed.
Problem of the research H0: Price discrimination is affected on theaters. H1:Price discrimination is not affected on theaters.

H0: In festival Charotar region theater increase the price level. H1: In festival Charotar region theatre not increase the price level.

PRICE DISCRIMINATION ON CHAROTAR REGION THEATERS

RESEARCH OBJECTIVES The purpose of research is to discover answer to question through the application of scientific procedure. The main aim of research is to find out the truth which is hidden and which has not been discovering yet, so research study has its own specific purpose of objectives. The objectives of the research study are as under: To know the effectiveness of advertisement on price discrimination. To know what types of price discrimination attract more customer.. To know how many people are getting aware by price discrimination

Scope of the research

The report provides the information about brand image and competitors market image, it also Provides information on promotional tools and potential customers. For survival incompetitive environment.
19

 The study will show whether the price discrimination use by theaters then they effectiv
or not?

This study will point the area which requires the improvement for the growth of
business.

It also helps to the New Entrances & Competitors to hiring their business. Limitation
Area is large but time is limited. Some data are not disclosed by the respondent. Report is only for the selected area. The survey is more costly for the student as per financial point of view. Various observation have been made in the research, some observation may be subjective in nature. The result of survey may not be generalized because of sample size was relatively small i.e. 15 respondents.

RESEARCH METHODOLOGY

INTRODUCTION OF RESEARCH

Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on specific topic. The advanced learners dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and Mary define research as a systematised efforts to gain new knowledge. Marketing research is quite interesting as well as important task as it has to deal with external as well as internal affairs of organisation. Marketing research an application includes the methods of finding and analysing facts to assist manager in making rational marketing decision.
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Here I have to make marketing research on the topic of price discrimination of Charotar rigion theatres.

SAMPLING DESIGN AND SIZE

Sampling procedure refers to How should be respondents to be chosen. In this survey the researcher has used the probability random Sampling to these respondents. In this study, the survey was also carried out by personal interviews with the potential customers to explain the need of survey and to extract the real opinions from them for obtaining desired information. Some designs are relatively more precise and easier to apply then others. Researcher must prepare a sample design, which should be reliable and appropriate for his research study. Target population The population for this research study is consisting of Price discrimination of Charotar region theatres. Sample unit In this study I have selected Theaters of Charotar regio

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Sample size It has been decided that the sample will consist from 15 unit. (a)Sample plan: Charotar region (b)Sampling unit: 15 (c)Sample size: 15 (d)Sampling method: convince sampling method (e)Research design: casual

TYPES OF DATA AND DATA COLLECTION METHOD

PROCESS OF COLLECTING DATA The following chart shows the process of collecting necessary information:
Formulation of Research Objectives

Developing Research Plan

Mode of Data collection

Sampling Plan 22

Survey

Good decision requires accurate collected data.

Primary data Primary data which are collected for the first time happens to be original in character. Researcher also must take care when collections of primary data assure that it will be relevant, accurate, current and unbiased. I got primary data of Price discrimination of Charotar region theatres. for my research purpose. I have collected data through questionnaires method. I came in to contact with 15 theater of Charotar region and collect data. Secondary data Secondary data means data that are already available i.e. they refer to the data which have already been collected and analysed by some one else. Secondary data may either be published data or unpublished data. I have collected secondary data for this project from internet, some website. Data collection method

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There are lot of methods of collecting the data such as data collection through personal interview, telephone interview, observation, questionnaire, etc. as I have to made survey, I required first hand collected data and therefore I got it by the method of questionnaires. Hare the information are collected from the Theaters. SOURCE OF DATA

The data can make study either successful or failure, it depends upon the sources and the nature of collection. In this case the source of my data is questionnaire method. But to make my study in deep I collect some other data from different sources are as under. Data through questionnaire I have collected necessary data through question method. I met with 15 theaters of Charotar region.to fulfil the objective of research study.

Beneficiary party
Competitor Customer Theater

DATA ANALYSIS & INTERPRETATION

Q-1 How many screen in your theatre?

Screen 1 2 3 4 5 Total

Respondent 6 0 2 0 2 10

Percentage 60 0 20 0 20 100

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7 6 6 5 4 Screen 3 2 2 1 0 0 1 2 3 4 5 0 2 Respondent

INTERPRETATION Out of 10 theater 6 theater having 1 screen that over all 60% theatre having 1screen. And rest of the theater having more then 1 screen.

Q-2 Which screen mostly customer is prefer?

Response 2D 3D Total

Respondent 8 2 10

Percentage 80 20 100

25

Respondent

3D

Respondent 2D 8

10

INTERPRETATION Out of 10 responses 8 responses say that the most of customer want to prefer 2D screen for a movie. Overall 80 %.

Q-3 In which day moslty customer prefer to show movie?

DAY
Monday Tuesday Wednesday

Respondent 0 0 1

Percentage 0 0 10
26

Thursday Friday Saturday Sunday Total

1 5 0 3 10

10 50 0 30 100

Respondent
5 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

1 0 0

1 0

Respondent

INTERPRETATION Taking a 10 responses I know that 5 responses say that customer more prefer Friday for movie and also 3 responses say that customer prefer Sunday for movie. It means 80% customer prefer movie for Friday & Sunday.

Q-4 In your theater which bases you decides the price?

Bases Time Facility

Respondent 6 2

Percentage 60 20
27

Location Services Total

1 1 10

10 10 100

Respondent
7 6 6 5 4 3 2 2 1 1 0 Time Facility Location Services 1 Respondent

INTERPRETATION Out of 15 responses 7 responses decided price of the movie on the bases of time. It means 46.66% of total response.

Q-5 Which show mostly customer want to prefer for movie?

Show Matinee (morning)

Respondent show 4

Percentage 40
28

Afternoon show Evening show Late Night show Total

2 2 2 10

20 20 20 100

Late Night show

20 2 20 2 Percentage 20 2 40 4 0 10 20 30 40 50 Respondent

Evening show

Afternoon show

Matinee show (morning)

INTERPRETATION Out of 15 responses 5responses say that customer mostly want to prefer evening show for a movie. it means 33.33%. But 26.66% also want to preferAfternoon show & Late Night show.

Q-6 Give reason for above selection.

Reason for selection Price

Respondent 4

Percentage 40
29

Comfortness Time Traffic (crowd Total

1 4 1 15

10 40 10 100

45 40 35 30 25 20 15 10 5 0 4

40

40

Respondent Percentage 10 4 1 Price Comfortness Time 1 Traffic (crowd 10

INTERPRETATION Main reason for selecting Afternoon show is price. And reason for selecting Late Night show & evening show is time. Out of 15 responses 4 say time & 4 say price. It means 26.66% say price & time.

Q-7 Which class customer mostly prefer for movie?

Classes Lower

Respondent Percentage 1 10
30

Middle Balcony Total

6 3 10

60 30 100

30 Balcony 3

60 Middle 6

Percentage Respondent

10 Lower 1

10

20

30

40

50

60

INTERPRETATION Out of 15 theater 9 theater say that mostly customer prefer a middle class for a movie. It is a 60% of total.

Q-8 Give reason behind above selection.

Reason for selection Respondent Percentage

31

Price Comfortness Others Total

7 3 0 10

70 30 0 100

8 7 6 5 4 7 3 2 3 1 0 Price Comfortness 0 Others Series1

INTERPRETATION The theater given reason behind that is price. Out of 15 theaters 9 say that price and 6 say that comfortness it means 60% say price & 40% say comfortness.

Q-9 In your theater which price rang customer want to prefer?

Price Rang 50-100

Respondent Percentage 8 60
32

101-150 151-200 200-250 Above-250 Tatal

1 1 0 0 10

33.33 6.66 0 0 100

Above-250

0 0 0 0 6.66 1 33.33 1 60 8 0 20 40 60 80 Percentage Respondent

200-250

151-200

101-150

50-100

INTERPRETATION Out of 15 theater 9 theater say that customer wants to prefer 50-100 price range. It is a 60% of total. This is mostly in middle class customer. It is clearly show the price discrimination on customer purchase capacity.

Q-10 Do you think the theaters should charge lower prices from senior citizen?

33

Response Yes No Total

Respondent 8 2 10

Percentage 80 20 100

Yes
8

Respondent Percentage

80

INTERPRETATION In this question out of 15 theaters 11 theater say YES It should charge lower prices from senior
citizen. It means 73.33% it is very high.

Q-11 What percentage of discount should give to them?

34

Discount 10% 11%-20% 21%-30% above30% Total Response

Respondent 7 2 1 0 10

Percentage 70 20 10 0 100

Respondent Percentage

Respondent
0 1

INTERPRETATION Out of 11theater 4 theater say that give the discount of senior citizen if 10%. And also 4 theater say
that 11% - 20% . it means 36.36% of total. They clearly show the price discrimination on age.

Q-12 Do you think children (5-12) should (get discount )charge differently?

35

Yes No Total

6 4 10

60 40 100

40 Percentage 60 No Yes 4 Respondent 6

10

20

30

40

50

60

70

INTERPRETATION Out of 15 theater 9 theater say no children should not (get discount )charge differently. It means 60% of total.

Q-13 If yes, then what % of discount to be given to children?

Discount 10%

Respondent Percentage 4 66.66

36

11%-20% 21%-30% above30% Total

1 1 0 6

16.66 16.66 0 100

INTERPRETATION
Out of 6 theater 4 theater which say yes they prefe to give 10% discount of children. It means 66.66% of total.

Q-14 A Saturday night Show is more desirable than a Wednesday afternoon Show from customer?

Show

Respondent Percentage
37

8 Saturday night Show Wednesday afternoon Show 2 Total 10

80 20 100

90 80 70 60 50 40 30 20 10 0 1 2

80

Saturday night Show Wednesday afternoon Show 20

INTERPRETATION
Out of 15 theater 10 theater say that Saturday night Show is more desirable than a Wednesday afternoon Show from customer it means 66.66%.

Q- 15 In festival you increase your theatre price level?

38

YES NO

7 3

8 7 7 6 5 4 3 3 2 1 0 YES NO Series1

INTERPRETATION
In festival Out of 15 theater 11 theater say yes they increase price in festival because it is a real moment to gain profit. In festival we see the real price discrimination on theater. It is a 73.33% total response.

Q- 16 If yes then how much price level you increase?

Increases

Respondent Percentage
39

10%-20% 21%-30% 31%-40% above40% Total

90 80 70 60 50 40 30 20 10 0 10%-20% 21%-30% 6 1 14.3 85.7

6 1 0 0 7

85.70 14.30 0 0 100

Respondent Percentage

31%-40%

above40%

INTERPRETATION
Out of 15 theater 14 theaters say yes to increase the price level. But in Which 7 theater increase it price up to 10-20% it means 46.66% of total response. And 5 theater say that they increase 21-30% of price in festival it means 33.33% of total.

Q-17 Price discrimination is affected in your theaters ?

40

Response Yes No Total

Respondent 9 1 10

Percentage 90 10 100

Respondent
10 9 8 7 6 5 4 3 2 1 0 9

Respondent

Yes

No

INTERPRETATION Out of 15 Response 12say yes price discriminaton if affected on theater it means 80% of total say yes.

HYPOTHESIS TESTING
41

Q-17 Price discrimination is affected in your theaters ?

H0:Price discrimination is affected on theaters of Charotar region H1: Price discrimination is not affected on theaters of Charotar region

Out of 10 respondents, 9 respondents are Say Price discrimination is affected on theaters of Charotar region.
^ P = 0.90

P = 0.60 n= 10

q= 0.40

zcal =

^ pp

n 0.90-0.60 10 =1.56 Tabulate value Significant level is 5 %. zttab= 1.96

zcal.1.56 <1.96 (zteb ) so, null hypothesis will be accepted.

Q-15 In festival you increase your theatre price level?

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H0: In festival Charotar region theater increase the price level. H1: In festival Charotar region theater not increase the price level Out of 10 respondents, 7 respondents are Say Yes they increase price in festival.
^ P = 0.7

P = 0.50 n= 10

q= 0.50

zcal =

^ pp

n 0.70-0.50 10 =1.19 Tabulate value Significant level is 5 %.

zteb =1.96 .

zcal.1.19 < 1.96 (zteb. )so, null hypothesis will be accepted.

FINDING

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 We are mostly see price discrimination on theater .because in theater there is a different level of price structure. They decide price as per show. Mostly they decide price as per customer convenes They decide price as per festival, time, servicer, location, age, facility, etc. I am finding something through this report is first of all that all theater are not same. some having more screen or same less. Mostly customer prefers 2D screen. Through this I Know price discrimination on selecting screen. Because in 3D Theater charging High price then 2D. Out of 15 responses 13 responses say that the most of customer want to prefer 2D screen for a movie. Overall 86.67%. And also no price discrimination for selecting a day because in Friday And Sunday there is a more price then other day. Taking a 15 responses I know that 5 responses say that customer more prefer Friday for movie and also 5 responses say that customer prefer Sunday for movie. It means 33.33% customer prefer movie for Friday & Sunday. I am also see the price discrimination for selecting on show night show price if more then morning show. Out of 15 responses 5responses say that customer mostly want to prefer evening show for a movie. it means 33.33%. But 26.66% also want to preferAfternoon show & Late Night show.s In theater also make price discrimination on class through balconies price more then lower there is a different in price. In festival Out of 15 theater 14 theater say yes they increase price in festival because it is a real moment to gain profit. In festival we see the real price discrimination on theater. It is a 93.33% total response I am also finding that in festival theater if increase it price up to 10-30%.

SUGGESTION

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 Theater tay to attempt basic requirements of customer, there is a need to successful implementation of price discrimination concept.

This concept is more applicable in developed region while Charotar is a developing region. So, theater are not that much aver.

Overall suggestion is that this concept will useful to the Theater and will be beneficial at a long period of time.

As a Discount bases in senior citizen and children is good for any theatre for a price discrimination.

They also try to give price discrimination on age group.

They also tray to give price discrimination on coupal.

In month some day they also give scheme for customer to book 4 tickit get 1 free. Then whate hepn more customer are atrect from this sceem and theater also go for mor e price discrimination.

This is learning experience and my suggestion is the theater making more sceem then they get more price discrimination.

SWOT ANALYSIS
STRENGTH
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 Cost advantage Proven skills improving production proces Competitive quality relative to rivals WEAKNESS Falling behind rivals in cutting price. OPPORTUNITIES Expanding in to new market. Expanding the companys product line to meet a broad range of customer needs. Integrating forward or backward. Openings to take market share away from rivals.

THREATS Likely entry of potent new competitors. Loss of sales due to substitute products. Increasing intensity of competition among industry rivals-may cause squeeze on profit margins

CONCLUSION
In this competitive era it is recovered to apply some strategy to sty in market. In Theater they apply price discrimination. In above all finding we see the price discrimination is very use full for theater as well as customer some part theater give the different price for different area and making price discrimination
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We are mostly see price discrimination on theater .because in theater there is a different level of price structure. They decide price as per show. Mostly they decide price as per customer convenes They decide price as per festival, time, servicer, location, age, facility, etc.I am finding something through this report is first of all that all theater are not same. some having more screen or same less. Theatre try to attempt basic requirements of customer, there is a need to successful implementation of price discrimination concept.

This concept is more applicable in developed region while Charotar is a developing region. So, theater are not that much aver.

BIBLIOGRAPHAY:
Roberta S. Russell, Bernard W. Taylor III, Operations Management, 4th edition 2003, Pearson Education Page no 7 and 614 to 617 Philip Kotler, Marketing Management, 11th edition, Pearson Education. Page no 279 to 299

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Thompson, Strickland, Strategic Management, Thirteen Edition, Tata Mc Graw Hill. Page no 81 to 92, 94, and 96 to 99. Walker, Boyd, Mullins, Larreche, Marketing Strategy, 4th edition, Tata Mc Graw Hill. Page no 227 to 235. WEB SIT http://www.investopedia.com/terms/p/price_discrimination.asp#ixzz1hdYPbMqD http://www.investopedia.com/terms/m/mega_marketing.asm http://www.managementparadise.com/ssikander08/documents/495/mc-donalds-marketingstrategies/ http://managementfunda.com/mcdonald%e2%80%99s-behind-the-golden-arches/ http://www.slideshare.net/hemanthcrpatna/a-project-on-mc-donalds-8319978 http://en.wikipedia.org/wiki/Tata_Group http://en.wikipedia.org/wiki/Tata_Administrative_Services http://en.wikipedia.org/wiki/Tatas http://www.answers.com/topic/tata-group http://en.wikipedia.org/wiki/Tata_Capital http://wn.com/Tata_Group_outlines_growth_strategies http://superblinks.wordpress.com/ http://wn.com/Bodacious_Tatas http://wn.com/Tata_Group

QUESTIONNAIRE Respected sir/madam, I am doing survey on PRICE DISCRIMINATION ON CHAROTAR REGION THEATERS. Kindly fill this questionnaire as early as possible. The information give n by you will be used for academic purpose and will be maintained confidentially. 48

Name: ________________________________ City/Village: ________________________________ Age: _____, Gender: _______ , Contact No. :__________________

Q-1 How many screen in your theater? 1 4 2 5 3

Q-2 Which screen mostly customer is prefer? 3D 2D

Q-3In which day moslty customer prefer to show movie? Monday Friday Tuesday Saturday Wednesday Sunday Thursday

Q-4 In your theatre which bases you decides the price? Time Facility Location Services

Q-5 Which show mostly customer want to prefer for movie? Matinee show (morning) Evening show Afternoon show Late Night show

Q-6 Give reason for above selection. Price Comfortness Distance Time Others

Traffic (crowd)

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Q-7 Which class customer mostly prefer for movie? Lower Middle Balcony

Q-8 Give reason behind above selection. Price Comfortness Distance Time Others

Traffic (crowd)

Q-9 In your theater which price rang customer want to prefer? 50-100 201-250 101-150 Above 250 151-200

Q-10 What do think about different prices are charged from different group of customers is? Very good Bad Good Very bad Average

Q-11 Do you think the theaters should charge lower prices from senior citizen? Yes No

If yes then give reason_______________

Q-12 What percentage of discount should give to them ? 10% 21-30% 11-20% Above 30%

Q-13 Do you think children (5-12) should (get discount )charge differently? Yes No

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Q-14 If yes, then what % of discount to be given to children? 10% 21-30% 11-20% Above 30%

Q-15 A Saturday night Show is more desirable than a Wednesday afternoon Show from customer? Saturday night Show Wednesday afternoon Show

Q-16 Give reason behind above selection. Price Comfortness Distance Time Others

Traffic (crowd)

Q- 17 In fastival you increase your theater price level? Yes No

Q- 18 If yes then how much price level you increase? 10-20% 31-40% 21-30% Above 40%

Q-19 Price discrimination is affected in your theaters ?

YES Q-20 Give your suggestions. NO

Thanks.

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