Napasorn Vac All

INDEPENDENT STUDY
CUSTOMERS PERCEPTION TOWARDS MARKETING ATTRIBUTES OF

SF WORLD CINEMA AND PARAGON CINEPLEX
NAPASORN VACHARAPANICH
GRADUATE SCHOOL, KASETSART UNIVERSITY

2009
INDEPENDENT STUDY
CUSTOMERS PERCEPTION TOWARDS MARKETING ATTRIBUTES OF

SF WORLD CINEMA AND PARAGON CINEPLEX
NAPASORN VACHARAPANICH
An Independent Study Submitted in Partial Fulfillment of

the Requirements for the Degree of
Master of Business Administration
Graduate School, Kasetsart University
2009

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Napasorn Vacharapanich 2009: Customers perception towards marketing

attributes of SF World Cinema and Paragon Cineplex. Master of Business
Administration. Major Field: Business Administration MBA International
Program. Independent Study Advisor: Nirundon Tapachai, D.B.A., 88 pages
The objectives of this study were 1) to study the personal factors and customer
behavior of SF World Cinema and Paragon Cineplex customers 2) to study customer
perceptions towards the marketing attributes 3) to compare perception towards
marketing attributes between SF World Cinema and Paragon Cineplex, and 4) to study
different perception towards marketing attributes between/among customers with
different personal factors.
A sample of 400 respondents who aged above 15 years and ever have watched
the movie at both SF World Cinema and Paragon Cineplex was drawn by convenience
sampling method. Self-administered questionnaire was used as data collection method.
The data was analyzed using descriptive statistics including frequency percentage,
mean and standard deviation.
Hypotheses were tested using inferential statistics
including t-test, F-Test (ANOVA), and LSD at the significant level of 95%.
The results found that, in overall, respondents had somewhat positive
perception towards marketing attributes of SF World Cinema and Paragon Cineplex.
The hypothesis testing indicated that customers held higher positive perception towards
product and people attributes of Paragon Cineplex than those of SF World Cinema.
However customers held higher positive perception towards price attributes of SF
World Cinema than those of Paragon Cineplex. In addition, the study showed the
significant difference in different perception between customers with different gender
in people and process attributes.
Students signature
Advisors signature
Date/ Month/ Year
ACKNOWLEDGEMENTS
At the completion of this study, I would like to express my sincere thanks and
appreciation to my independent study advisor Dr.Nirundorn Tapachai for his valuable
advice and encouragement given to me since the start until the finish of this study, and
to Dr.Haruthai Numprasertchai, co-advisor, for her kindness and useful comments
during my defense.
I would also like to thank the customers of both SF World Cinema and Paragon
Cineplex who kindly completed the questionnaires of my study for their cooperation.
My thanks also go to my parents for their advice and support extended to me

during the course of this study.
Napasorn Vacharapanich
April, 2009
TABLE OF CONTENTS
Page
LIST OF TABLES
iii
LIST OF FIGURES
vi
CHAPTER 1
CHAPTER 2
CHAPTER 3
INTRODUCTION
Background of Cinema Business
Statement of Problem
Objectives
Benefits of the Study
Scope of the Study
Definitions
LITURATURE REVIEW
Consumer Behavior Concept
10
Service Concept and Marketing Mix
12
Perception Concept
19
The Measurement of perception
21
Background of SF World Cinema and Paragon Cineplex
23
Related Study
27
Conceptual Framework
30
Hypothesis
31
METHODOLOGY OF THE STUDY

Study Design
33
Population and Samples
34
Study Instrument
36
Instrument Testing
37
ii
TABLE OF CONTENTS (CONTINUED)

Page
CHAPTER 4
Data Collection
38
Data Analysis
39
RESULTS AND DISCUSSIONS

Part 1 Personal Information of Respondents
42
Part 2 Customer Behavior in Watching of Respondents
44
Part 3 Perception towards Marketing Attributes of Respondents 48

Part 4 Hypothesis Testing
CHAPTER 5
55
CONCLUSIONS AND RECOMMENDATIONS

Conclusions
71
Limitations of the Study
72
Recommendations
73
Recommendations for Further Study
76
REFERENCES
77
APPENDICES
Appendix A Questionnaire
As of 31 December 2007
81
iii
LIST OF TABLES
Table
Page
1.1
Market value of movie cinema business in Thailand
1.2
Number of cinemas and screens in Thailand by brand
1.3
Number of customers in the first four months at Paragon Cineplex

(Jan-Apr06)
1.4
Number of customers in the first four months at SF World Cinema
1.5
A Comparison of the numbers of customers of SF World Cinema

and Paragon Cineplex from January to March 2009
2.1
Characteristic of SF World Cinema and Paragon Cineplex
26
2.2
Related researches
29
3.1
Rating Sample Size by Taro Yamane table
35
3.2
Date and Time for collecting questionnaires
38
4.1
The personal information of respondents
43
4.2
Frequency of watching movie at cinema
45
4.3
Cinema where respondents usually watch movies
45
4.4
Day of watching movies
45
iv
LIST OF TABLES (CONTINUED)

Table
Page
4.5
Time of watching movies
46
4.6
Person accompanying
46
4.7
Reason for coming to watching movie at cinema
47
4.8
Sources of information
47
4.9
Respondents perception towards marketing attributes of

SF World Cinema and Paragon Cineplex
49
4.10 Paired t-test different in customers perception in product attributes

between SF World Cinema and Paragon Cineplex
55
4.11 Paired t-test different in customers perception in price attributes

57
4.12 Paired t-test different in customers perception in place attributes

58
4.13 Paired t-test different in customers perception in promotion attributes

59
4.14 Paired t-test different in customers perception in physical evidence

attributes between SF World Cinema and Paragon Cineplex
60
4.15 Paired t-test different in customers perception in people attributes

61
LIST OF TABLES (CONTINUED)

Table
Page
4.16 Paired t-test different in customers perception in process attributes

62
4.17 Hypothesis testing conclusions of different in customers perception in

marketing attributes between SF World Cinema and Paragon Cineplex
64
4.18 t-test different gender and different perception towards marketing

attributes of SF World Cinema in relative to Paragon Cineplex
65
4.19 F-test different age groups and different perception towards marketing
66
4.20 F-test different educational levels and different perception

towards marketing attributes of SF World Cinema in relative
to Paragon Cineplex
67
4.21 F-test different occupation groups and different perception towards

marketing attributes of SF World Cinema to relative to Paragon Cineplex 68
4.22 F-test different monthly income and different perception towards

marketing attributes of SF World Cinema in relative to Paragon Cineplex 69
4.23 Hypothesis testing conclusions of different personal information and

different perception towards marketing attributes of SF World
Cinema in relative to Paragon Cineplex
70
vi
LIST OF FIGURES
Figure
1.1 Thailand Cinema Business market share in 2007
Page
2.1 Model of Consumer Behavior
11
2.2 Conceptual Framework
30
4.1 Profile of SF World Cinema and Paragon Cineplex perception
54
CHAPTER 1
INTRODUCTION
Background
The tendency of cinema business in Thailand in 2007 had a growth of around
10% from 2006 and total revenue of 5,500 million baht due to the continued expansion of
cinemas, in both Bangkok and major provinces. Moreover, many Thai movies are very
successful in terms of revenues and acceptance from movie viewers. Thus, many people
come to watch the movie at cinema. However, cinema business has very high
competition, especially in downtown areas including department stores, entertainment
complexes and central business areas. At present, the competition in cinema business is
seeking the best locations, advertising and communication to consumers, and
differentiated services and various services in the cinema, etc. (www.gotomanager.com,
2007). Cinema business had a market value of 4,000 million baht in 2003. The value
increased to 4,300 million baht in 2004, 4,700 million baht in 2005, and 5,000 million
baht in 2006, with an estimate value of 5,500 million baht in 2007 (Kasikorn Thai
Research Center, 2007). The details cinemas are as shown in Table 1.1.
Table 1.1 Market value of movie cinema business in Thailand
Year
Market value (million baht)
2003
4,000.00
2004
4,300.00
2005
4,700.00
2006
5,200.00
2007
5,500.00
Source: Kasikorn Thai Research Center, 2007
The cinema business in Thailand has two major service providers, namely Major
Cineplex, which has a market share of 75%, and SF Cinema, which has a market share of
22%. And others, such as Major Hollywood, Century and local provincial cinemas, with
a combined market share of 3% (Figure 1.1).
Figure 1.1 Thailand Cinema Business market share in 2007

Source: Research Department of Siam City Bank
The cinema business which operated by well-known companies in Thailand has

more than 64 outlets around Thailand. Major Cineplex operates 46 cinemas with 343
screens around Thailand, while SF Cinema City operates 14 cinemas with 121 screens in
Bangkok, Chonburi and Phuket provinces as show in Table 1.2.
Table 1.2 Number of cinemas and screens in Thailand by brand
Company
Brand
Cinema
Screen
Major Cineplex
Major Cineplex
34
233
EGV
10
82
Paragon Cineplex
16
Esplanade Cineplex
12
Table 1.2 (Continued)

Company
Brand
Cinema
Screen
SF Cinema
SF City
73
SFX
33
SF World Cinema
15
Major Hollywood
28
Century Movie Plaza
Others
Source: www.wikipedia.org
Ratchadamri Area
At present, movie cinema business is in high competition, especially in the city
center area because in this area has many businesses and customers with high purchasing
power. Thus, it has a cluster of cinemas with over 15,000 seats in Sukhumvit,
Ratchaprasong, and Pathumwan area, called Ratchadamri area (Kasikorn Thai
Research Centre, 2007). Ratchadamri area in Bangkok is the best area where SF CityMBK, Grand EGV-Siam Discovery, EGV-Big C Ratchadamri and Major Cineplex World
Trade Center are located cinema. Although, four cinemas already existed in Ratchadamri
area but the consumer demand was not fulfilled. The companies still have to invest for
the customers convenience in watching and build differences from competitors in
serving diverse customer demand (Kasikorn Thai Research Centre, 2007). Major
Cineplex and SF Cinema were concerned about this matter and came up with a new
concept of cinema to serve high-end target groups with high purchasing power.
In January 2006, Major Cineplex opened Paragon Cineplex, with 16 screens
and 4,500 seats; it was very successful and has become a popular cinema. Paragon
Cineplex is located on 5th floor in Siam Paragon Department Store. Paragon Cineplex is
the first six stars movie cinema in Thailand. After Paragon Cineplex was opened for four
months, the number of customers of Paragon Cineplex grew at a high rate, with an
average of customers being at 92,073 persons per month, as shown in Table 1.3.
Table 1.3 Number of customers in the first four months of Paragon Cineplex
Cinema
Screen
Paragon Cineplex
15
Jan-06 Feb-06 Mar-06

8,797
94,392
Apr-06
120,712 144,394
Source: Major Cineplex Public Co., Ltd.

In January 2007, SF Cinema opened SF World Cinema, with 15 screens and
4,000 seats, located on 7th floor in Central World Plaza. SF World is the first world class
movie cinema of SF Cinema under the concept of Surpass in the world of movies.
After SF World Cinema was opened, the average number of customers in the first four
months was 53,000 persons per month, as shown in Table 1.4.
Table 1.4 Number of customers in the first four months of SF World Cinema
Cinema
Screen
SF World Cinema
15
Jan-07 Feb-07 Mar-07 Apr-07

32,000
49,000
74,000
57,000
Source: SF Cinema City Co., Ltd.

Statement of Problem
After SF Cinema City investment of 800 million baht in SF World Cinema, sales
revenue from selling tickets in first four months was not more than 20% of total seats and
the average number of customers was 53,000 persons per month. SF World Cinemas sales
revenue should be at least 25 % of total seats (Bangkokbizweek, 2007). Moreover, in the
same period of the study in 2008 (January-March, 2008), the numbers of Paragon
Cineplex customers and SF World Cinema customers were 2: 1 as shown in Table 1.5.
Table 1.5 A comparison of the numbers of customers of SF World Cinema and Paragon
Cineplex from January to March 2008
Cinema
Jan-08
Feb-08
Mar-08
SF World Cinema
70,000
84,000
95,000
Paragon Cineplex
133,146
153,922
185,718
Source: SF Cinema City Co., Ltd. and Major Cineplex Public Co., Ltd.
SF World Cinema and Paragon Cineplex tried to compete for gain more
customers by using various marketing tools, such as promotion, price, place and others to
create customer perception with cinema and affect on future intention. The study aimed at
SF World Cinema and Paragon Cineplex because both cinemas are of the same level of
cinema and nearby, located in the area of high competition, Ratchadamri area, and each
cinema in a big department store. But, their success is a different story. Therefore, this
study focused on the comparisons of the factors and customer perception of SF World
Cinema and Paragon Cineplex. In the cinema business, products are not provided to
customers but services to the customers who come to watch the movies at cinema. Below
is the question of this study.
There a difference in service marketing (Product, Price, Place, Promotion,
People, Physical evidence and Process) those customers perceive from SF World
Cinema and Paragon Cineplex?
Objectives of the study

The main objectives of the research study are as follows:
1. to study the personal factors and customer behavior of SF World Cinema and
Paragon Cineplex customers
2. to study customer perception towards marketing attributes
3. to compare perception towards marketing attributes between SF World
Cinema and Paragon Cineplex, and
4. to study different perception towards marketing attributes between/among
customers with different personal factors
Benefits of the Study
The main benefits of the research study are as follows:
1. The study can provide information on customer behavior to SF World Cinema
for use in their promotions as appropriate.
2. The study can provide information on the strengths and weaknesses of SF
World Cinema by customers perception towards their marketing attributes.
Thus, can give suggestion to SF World Cinema to improve marketing strategy
as appropriate with customer.
Scope of the Study
The scope of this study is as follows:
1. The samples are customers of 15 age years old and above.
2. The samples are customers who ever have watched movies at both SF World
Cinema and Paragon Cineplex only.
3. Questionnaires are distributed in Ratchadamri area where both cinemas are
located.
4. Questionnaires are distributed during period from 14 to 22 February, 2009.

Definitions
SF World Cinema is one of the cinema of SF Cinema Group. It was opened in
January 2007 at Central World Plaza. SF World Cinema provides a variety of movies at
various times. SF World Cinema was opened under The most Hip & Chic Cinemas
theme. Its target group is movie viewers who are students, employees, etc, in the age
range of 15-25 years. And its strengths are location and modern, attractive decoration.
Paragon Cineplex is one of the cinema of Major Cineplex Group. It was opened in
January 2006 in Siam Paragon. Paragon Cineplex provides a variety of movies at various
times and other related services to customers such karaoke, bowling etc. Paragon
Cineplex was opened under First six-star cinema and World Class cinema concept.
Paragon Cineplex target group is movie viewers who are in B+ level and upper and
foreigners.
Cinema is place where performing movie films with the big screen by using
picture and sound system to show the movies.
Customer behavior is the study of how, who, what, when, where and why people
buy goods and/or service.
In this study refers to frequency of watching, cinema usually watch, day and time
of watching, person accompanying, reasons for coming to watch, and information
searching the movies at cinema.
Perception is the process by which an individual selects, organizes, and interprets
information inputs to create a meaningful picture of the world (Kotler and others, 2006).
A service is any act or performance that one party can offer to another that is
essentially intangible and does not result in the ownership of anything. (Kotler and
others, 2006).
Service marketing is marketing based on relationship and value. It may be used to
market a service or a product. Marketing a service-based business is different from
marketing a goods-based business. The service marketing mix comprises 7 ps as
follows:
Product is the goods or service combination the company offers to the target
market (Kotler and Armstrong, 1996). In cinema, it refers to the sound system, picture
system, the variety of timing of round of movie showing.
Price is the amount of money consumers have to pay to obtain the product. The
product or service price should be commensurate with the perceived value of the offer or
buyers would turn to competitors in choosing products or services (Kotler, 1994). That
refers to movie ticket price.
Place is the various activities the company undertakes to make the product
accessible and available to target consumers (Kotler, 1999). That refers to location of
cinema and parking lots.
Promotion is the various activities the company undertakes to communicate and
promote its products to the target market (Kotler and Armstrong, 1996). That refers to the
activities that attract customers to the cinema such as public relations, special events,
member cards, advertising and sales promotions, etc.
Physical evidence is the element of the service mix that allows the consumers to
make judgments on the organization. That refers to cinema seats, waiting area outside the
cinema, the department store where the cinema is located, restaurants, beverage counters.
People are an essential ingredient to any service provision; it is the use of

appropriate staff and people. That refers to cinemas staff or department stores staff.
Process is the systems used to assist the organization in delivering the service.
That refers to the time used in the line of buying the ticket and movie showing, ticket
buying process, and checking point for checking the show time.
Customer is the person who comes to watch a movie at cinema. In this study,
refer to person who goes to watch a movie at SF World Cinema and Paragon Cineplex.
CHAPTER 2
LITERATURE REVIEW
This study was focused on basic elements of marketing mix that affects customer
perception behavior. In order to learn of the target customer wants, needs, perception,
preferences and buying behavior, this chapter reviewed literature relevant to this study to
create research framework. There were eight main topics as follows:
1. Consumer Behavior Concept
2. Service Concept and Marketing Mix
3. Perception Concept
4. The Measurement of Perception
5. Background of SF World Cinema and Paragon Cineplex
6. Related Study
7. Conceptual Framework
8. Hypotheses
Consumer Behavior Concept
Schiffman and Kanuk (2000) indicated that consumer behavior focuses on how
individuals make decisions with spending their time, money and efforts on related factors
that include what they buy, where they buy it, why they buy it, how often they use it.
Mowen (1993) stated that clearly understanding of consumers consumption
process are benefits that helps managers in their decision making to provide marketing
research with knowledge base from analyzing and concerning consumers purchase.
11
Based on Kotler and Armstrong (1996), consumer-buying behavior referred to the

buying behavior of final consumers-individuals and household who buy goods and
services for personal consumption. The company that really understands how consumers
would respond to different product features, price, and advertising appeals had advantage
over its competitors.
The starting point for the understanding of consumers behavior is the stimulusresponse model shown in Figure 2.1 Marketing and environmental stimuli enter the
consumers consciousness. A set of psychological processes combine with certain
consumer characteristics to result in decision processes and purchase decisions. The
marketers task is to understand what happens in the consumers consciousness between
the arrival of the outside marketing stimuli and the ultimate purchase decisions. Four key
psychological processes motivation, perception, learning and memory fundamentally
influence consumer responses to the various marketing stimuli (Kotler 2006).
Other Stimuli
-Products & Services -Economic
-Price
-Technological
-Distribution
-Political
-Communications
-Cultural
Marketing Stimuli
Consumer
Psychology
-Motivation
-Perception
-Learning
-Memory
Consumer
Characteristics
-Cultural
-Social
-Personal
Buying Decision
Process
- Problem recognition
-Information search
-Evaluation of
alternatives
-Purchase decision
-Post-purchase
behavior
Purchase Decision
-Product choice
-Brand choice
-Dealer choice
-Purchase amount
-Purchase timing
-Payment method
Figure 2.1 Model of Consumer Behavior

Source: Philip Kotler and Kevin Lane Keller (2006) Marketing Management: an Asian Perspective (4th ed)
Prentice Hall
12
Service Concept and Marketing Mix

Definitions of service
A popular definition describes service as any act or performance that one party
can offer to another that is essentially intangible and does not result in the ownership of
anything. Its production may or may not be tied to a physical product. Every business is a
service business (Kotler, 1999). The key roles of service are added process and
performance (Zeithaml and Bitner, 1996)
Gronroos (1990) observes that a service is an activity or series of activity that are
more or less intangible. It normally, but not necessarily, takes place in interactions
between customer and service employees and/or systems of service provider, which are
provided as solutions to customer problems.
Categories of Service
A companys offerings often include some services. The service component can
be a minor or a major part of the total offering. Five categories of offerings can be
distinguished (Kotker, 2006):
1. Pure tangible good The offering consists primarily of a tangible good such
as soap, toothpaste, or salt. No services accompany the product.
2. Tangible good with accompanying service The offering consists of tangible
good accompanied by one or more services. Levitt observes that the more
technologically sophisticated the generic product (e.g., cars and computers), the more
dependent are its sales on quality and availability of accompanying customers services
(e.g., display rooms, delivery, repairs and maintenance, application aids, operator
training, installation advice, warranty fulfillment).
3. Hybrid The offering consists of equal parts of goods and services. For
example, people patronize restaurants for both food and service.
13
4. Major Service with accompanying minor goods and services The offering
consists of major service along with additional services or supporting goods. For
example, airline passengers buy transportation. The trip includes some tangibles, such as
food and drinks, a ticket stub and an airline magazine. The service requires a capital
intensive good an airplane for its realization, but the primary item is a service.
5. Pure service The offering consists primarily of a service. Examples include
babysitting, physiotherapy, and massage.
Characteristics of Service
Four major characteristics of services which affect the design of marketing
programs are following (Kotker, 2000):
1. Intangibility: Services are intangible. They cannot be seen, tasted, felt, heard
or even smelled before they are bought, unlike physical product. To reduce uncertainty,
buyers will look for signs and evidence of services quality. They will draw inferences
about services quality from the place, people, equipment, communication material,
symbols and price that they see. So the services providers task is to manage the evidence,
to tangibilize the intangible. Whereas the product marketers are challenged to add
abstract ideas, service marketers are challenged to put physical evidence and imagery on
their abstract offers.
2. Variability: Services are highly variable which depends on who provides and
when they are provided. Service buyers are aware of this variable and frequently collect
the data with others before selecting a service provider. There are three steps concerned
towards the quality control in the service firms:
The first is investing in good human resource and training. The second step is
standardizing the service-performance process throughout the organization. This is helped
by depicting the service events and processing a flow chart, with recognizing potential
service fail points. The third step is monitoring customer satisfaction through suggestion
14
and complaint system, customer surveys, and comparison, co the poor services can be
detected and corrected.
3. Inseparability: Services are typical produced and consumed simultaneously.
This is not true for the physical goods which are manufactured, put in inventories,
distributed through multiple resellers and consumed later on. The provider is part of
service. The provider-client interaction is a special feature of service marketing. Both the
provider and client affect the service outcome.
4. Perishability: Service cannot be stores. The perishability of services is not a
problem when demand is steady because it is easy prepare services in advance. When
demand fluctuates, service firms will face the difficult situations.
Cinema is one kind of services that shows movie films on big screens. During
time watching movie, cinema has provide seat, waiting area, sound and picture system
etc. Thus, cinema is one of the categories of service called major service with
accompanying. Moreover, cinema has the same characteristics of service as mentioned
before.
Marketing Mix Concept
Marketing mix is a marketing tool designed to deliver a consumer benefit and
important thing that are used to convince consumers to feel satisfaction. The marketing
mix consists of everything the firm could do to influence the demand for its product. The
many possibilities could be collected into four groups of variables known as the four Ps:
product, price, place, and promotion (Kotler and Armstrong, 1996). The successful
companies are those who can meet consumer needs economically and conveniently and
with effective communication (Kotler, 1999).
Service has different characteristics from product. Thus, marketing mix for
product and service should be different. Service marketing mix concept that applied
15
forms the basic of marketing mix of four Ps and extended three Ps: People, Physical and
Process that are called evidence of service.
1. Product
The product means the goods-and-service combination the company offers to the
target market (Kotler and Armstrong, 1996). Strategies needed for managing existing
products over time are adding new ones and dropping failed products. Strategic decision
must also be made regarding branding, packaging and the product features such as
warranties (Stanton, et al., 1994).
Product is defined by Kotler (1999) as anything that can be offered to a market for
attention, acquisition, use, or consumption that might satisfy a want or need. This may
include physical goods, services, persons, places, organization, and ideas. He also divides
products into three levels. First is core product that it consists of the problem solving
service or core benefits that consumers seek when they buy a product. Second, actual
product generally has five characteristics a quality level, features, design, a brand name,
and packaging. These characteristics are combined together to deliver to core benefit.
Third, offering additional consumer services and benefits are called augmented product.
Service is activities or favors offered for sale which are basically intangible. The
product in service is to provide value for consumers but cannot be tangible at the same
time.
2. Price
Price is the amount of money consumers have to pay to obtain the product. The
product price should be commensurate with the perceived value of the offer or buyers
would turn to competitors in choosing products (Kotler, 1994).
Price is the amount of money charged for product or service, or the sum of the
value that consumers exchange for the benefits of having or using the product or service.
16
Price is the only element in marketing mix that produces revenue while all other elements
represent costs. When setting prices, there are many internal and external factors to
consider (Kotler, 1999).
The price variable is represented as a sign or tag that has relatively little direct
sensory experience connected with it (Kotler, 1999).
Rao (1984) stated that the effect of price changes is more immediate and direct,
and appeals based on price are the easiest to communicate to prospective buyers.
However, competitors can react more easily to appeals based on price than to those based
on product value and image. Price can be an effect to the customers decision to buy a
product or service.
3. Place
Place stands for the various activities the company undertakes to make the product
accessible and available to target consumers (Kotler, 1999).
Place is a channel to deliver a product or service to customers. Stern and ElAnsarys (1992) define marketing channel as sets of interdependent organizations
involved in the process of marketing a product or service available for use or
consumption.
Place means the structures of channel that consist of firm and activities to transfer
products and services from firm to market. Firm is the organization that introduces a
product into the market and the activities which help to distribute the product consist of
transportation, warehouse, and inventory.
To understand the nature of distribution channel is important because it challenges
the firms decision in choosing distribution channels to deliver products or services to
consumers. The key distribution channel function is moving goods from producers to
consumers by helping to complete transactions and fulfilling the completed transactions.
17
4. Promotion
Promotion means various activities the company undertakes to communicate and
promote its products to the target market (Kotler and Armstrong, 1996).
Promotion is communication about the information between the seller and the
buyer to influence attitudes and consumer behavior. Communication can be used by
personal selling or nonpersonal selling. There are many communication tools that can be
chosen, only one or many tools as in Integrated Marketing Communication (IMC), as
considered suitable for customers, products, competitors to reach same objective.
The purposes of promotion are to inform, persuade, and remind consumers. When
deciding on a promotional mix; the combination of advertising, personal selling, and
other promotional tools, management should consider: (1) the nature of the market,
including the type of consumer, the prospects readiness to buy, and the geographic scope
of the market; (2) the nature of the product, including unit value, the degree of
customization required, and the amount of pre-sale and post-sale service; (3) the stage of
the products life cycle; and (4) funds available for promotion (Stanton et al., 1994).
Promotions affect consumer behaviors, a firms sales profits, and market shares.
Objectives can be accomplished only if consumers perform a variety of behaviors,
including purchase of its product. Different types of promotions can be used to influence
the various behaviors in the purchase/consumption sequence (Kotler, 1999).
A promotion strategy will be a success when consumers contact promotion
information. It may be intentional or, often, incidental. Usually, the marketer must send
the promotion message into the target consumers physical environment to maximize
chances for exposure, and design the promotion so that it will be noticed. Nevertheless, it
requires knowledge of the media habits of target market. Moreover, by using
telemarketing (telephones contact) and personal selling, promotion can be achieved. Also
referrals or consumer contacting salespeople are likely to be more successful (Bayus,
1985:564).
18
The marketing mix concept is a necessary part of marketing theory. It is endured

because it is effective and simple. Now there are several ways managers can add more
strength to the concept while maintaining its simplicity. By applying such ideas as
consistency, integration, and leverage, managers can see how a marketing program fits
the needs of the market place, the skill of the company, and the vagaries of the
competition. To meet such disparate demands, the elements of the marketing mix must
make the most effective use of company strengths, take aim at precisely defined
segments, and protect the company from competitive threats (Shapiro, 1985).
First four Ps; product, price, place, and promotion, are basic of marketing mix
both for product and service. And the last three Ps are used only for service industry.
5. People
People are everyone who plays a part in service delivery and thus influence the
buyers perceptions; namely, the companys personnel, the customer, and other customers
on the service environment. People are the element that differentiates service marketing
from product marketing. It is important to pay attention to how people are selected,
trained, motivated, and managed because these matters influence the consistency of
service quality in customers perception (McDonald and Payne, 1996).
6. Physical evidence
Physical evidence connotes the environment in which the service is delivered and
where the company and customers interact, and any tangible components that facilitate
performance or communication of the service (Bitner and Zeithaml, 1996). Customers
can make judgment on the company for using product or service when they use the
service. It is important to help them to see what is them buying or not. Physical evidence
is an essential of the service mix that consumers will make perceptions based on their
sight of service provision which will affect the company plan of the service.
19
7.
Process
Process means the actual procedures, mechanisms, and flow of work activities by
which the services are created and delivered to customers or the systems that are used to
assist the organization in delivering the service to customers.
Process refers to the methods and processes of providing a service and it is hence
essential to have a thorough knowledge on whether the services are helpful to the
customers, if they are provided in time, and if the customers are informed in hand about
the services and many such things.
Perception Concept
Perception is one of consumer psychology or psychological processes in consumer
behavior. Psychological processes combine with certain consumer characteristics to result
in decision processes and purchase decisions. Psychological processes fundamentally
influence consumer responses to the various marketing stimuli (Kotler et al. (2006).
Definition of perception
Bernard Berelson and Garry A. Steiner (1964) mentioned that Perception is the
process by which an individual selects, organizes, and interprets information inputs to
create a meaningful picture of the world.
Sucha Janaim and Surang Janaim (1975) mentioned that Perception is the
procedures that people who have experience of such items or incidents by all touches.
Gustav Puth, Pierre Mostert and Michael Ewing (1999) referred that The perception
process has long been recognized as the most significant barrier to effective
communication. It is at this point that the sender does or does not get through to the
receiver (Aaker and Myers, 1987).
20
Schiffman and Kanuk (2000) referred that Perception is the procedure which
individuals recognize, select, organize and interpret to image which has meaning and is
easier to understand. And they are a highly individual process based on each person's
own needs, values, expectations and the like.
Jorge Martins de Oliveira (2000) said that the perception does not identify the
outside world as it really is, but the way we are allowed to recognize it, as a consequence
of transformations performed by our senses. Thus, we transform photons into images,
vibrations into sounds and noises and chemical reactions into specific smells and tastes.
Actually, the universe is colorless, inodorous, insipid and silent.
Kotler and others (2006) suggested that perception depends not only on the
physical stimuli, but also on the relation to the surrounding field and on conditions within
the individual. The key point is that perceptions can vary widely among individuals
exposed to the same reality.
Kotler and others (2006) said that people can emerge with different perceptions of
the same object because of three perceptual processes:
1. Selective attention means the process which consumers are exposed to
numerous advertising or brand communications every day. Because they cannot possibly
attend to all of these, most stimuli will be screened out.
2. Selective distortion is tendency to interpret information in a way that will fit
our preconceptions. Consumers will often distort information to be consistent with prior
brand and product beliefs.
3. Selective retention is tendency that people will fail to register much
information to which they are exposed in memory, but will tend to retain information that
supports their attitudes and beliefs. People are likely to remember good points about a
product that they like but forget good points about competing products.
21
Gustav Puth, Pierre Mostert and Michael Ewing (1999) referred that analysis of the
consumer perception and decision-making processes is therefore extremely important to

assist the marketer to understand consumer behavior, draft better positioning strategies
and develop more effective marketing campaigns based on product attributes and the
associated perceived benefits.
The Measurement of Perception
Attitude consists of three major components: a cognitive component, an affective
component, and a behavioral component. The first component consists of persons
knowledge (cognition) and perception that acquired by combination of direct experience
with attitude-object and related information secured from various sources. The knowledge
and resulting perceptions are from beliefs. Attitudes towards an attitude object are
peoples learnt tendencies to evaluate an object in a consistently favorable or unfavorable
way. In other words, people evaluate a particular object by an overall basis from poor to
excellent (Shao, 2002).
Moreover, there are many variations of properties, but usually they are concerned
with the psychological aspects of consumer. There are various terms and labels given to
these constructs, including attitudes, opinions, evaluations, beliefs, impressions,
perceptions, feelings and intentions. Because these constructs are unobservable, the
marketing researcher must develop some means of allowing respondents to express the
direction and the intensity of their impressions in a convenient and understandable
manner (Burn C. and Burn F., 2006).
There are several attitude measurement approaches employed to determine
consumer attitude: observation and inference, qualitative research method, and self report
attitude scales (Zikmund, 2000).
1. Observation of behavior: Since we cannot get inside consumers idea directly
to observe their attitudes, we must rely on indirect measures of attitudes. One of
measurement approaches is to observe consumers behaviors and infer their attitudes
22
from their behaviors. Although observational research is useful, drawing conclusion of

consumer attitudes from their behaviors are often difficult and subjective. Since
researchers observe the same consumers repeatedly, it is a common practice for other
researches.
2. Qualitative research method: This research is useful in understanding the
nature of consumer attitudes. Open-ended and free-response types of questions are used
to stimulate respondents inner thoughts and beliefs. In-depth interviews and focus groups
are conducted to determine which product or brand attributions are likely to be used in
judging alternative brands.
Self-report attitude scale: The most common way in assessing consumer attitudes
is through the administration of questionnaires containing attitude scales. The three most
popular are Likert scales, Semantic differential scales, and Rank-order scales.
1. Likert scales: a measure of attitudes which allows respondents to rate how
strong they agree or disagree with a constructed statement. Several scale items are ranged
from very positive to very negative towards the statement. The number of alternative may
range from 3 to 5. It is the most popular one because it is easy in terms of responding and
interpreting the results.
2. Semantic differential scales: a measure of attitudes consisting of a series of 7point rating that uses bipolar adjectives to anchor the beginning and end of each scale.
Respondents are instructed to check the place indicating the nearest appropriate adjective.
The focus of semantic differential is on the measurement of the meaning of an object,
concept, or person and good way to measure a brand, company, or store image.
3. Rank-order scales: a measurement task that requires respondents to rank order
a small number of stores, brands, or objects, in overall preference or on the basis of some
characteristics of the stimulus.
23
This study chose the semantic differential scale as perception measurement. It is

suitable because of this study is study different perception towards marketing attributes of
SF World Cinema and Paragon Cineplex, which is nearly close to a comparison of the
store images of cinemas.
Backgrounds of SF World Cinema and Paragon Cineplex
SF World Cinema of SF Cinema City Group
SF Cinema City Group has grown up strongly from film distribution and cinema
business in the eastern region of Thailand for more than 30 years. In 1999, SF Cinema
City expanded cinema business to Bangkok and opened its first branch in Bangkok at
MBK Center. It renovated MBK Centers 7th floor to look like a movie planet with a
concept of One Floor Entertainment to include all entertainment services. After that in
2001, SF Cinema City opened more branches at The Mall Bangkapi, The Mall Bangkae,
and The Mall Ngamwongwan. In 2002, SF Cinema City introduced a new brand, SFX,
which presented first class cinema for the first time in Thailand, serving hi-end customers
with an exclusive style of decoration in the concept Movie Terminal at Central Ladprao,
The Emporium and Central Festival Phuket.
SF Cinema has a key strategy on location that SF Cinema will operate cinemas in
mega stores such as Central Department Store, The Mall, and popular locations such as
MBK, Bangkapi, and Pattaya etc. This is the important reason why SF chose to open a
new cinema at Central World.
SF World Cinema is a new premium brand of SF Cinema City that targets new
generation and young cosmopolitan people. SF World Cinema was opened in January
2007 at the 7th floor of Central World Department Store with investments of over 800
million baht. SF World Cinema operates 15 screens with 4,000 seats in the center of the
city where large shopping are situated with numerous public transportation routes (bus,
sky train, tuk-tuk, taxi and boat services). Moreover, SF World Cinema has special
24
cinemas that are different from others in the market, called World Happiness Screen
and Director World Screen
After expanding its cinema business to Bangkok, SF Cinema Group operates
cinemas under three brands to serve different target groups in different locations as
follows:
1. SF City has nine cinemas located in big department stores such as the Mall and
Central department stores, etc. SF Citys target groups are divided by department stores
location such as
1.1.
Teenagers SF Bangkapi, SF Ngamwongwan, etc
1.2.
Colleges and universities SF MBK, etc.
1.3.
Families SF Bangkae, SF Rattanatibet, ect.
2. SFX has four outlets located in luxurious department stores such as Emporium,
Central Ladprao etc. SFXs target group is hi-end people who well-to-do, urban families,
office workers, etc.
3. SF World Cinema has only one outlet located in Central World. SF World
Cinemas target group is people aged between 16-25 years old who love shopping and
watching movies.
Paragon Cineplex of Major Cineplex Group
Paragon Cineplex is operated by Major Cineplex Group Public Company Limited.
It is the first six-star cinema in Thailand. Major Cineplex Group was founded by Mr.
Vicha Poolvaraluck in 1994, Cinema with a goal of becoming The Worlds Best Cinema
and Lifestyle Entertainment Complex Provider, Major Cineplex Group has become a
leader in the cinema industry with strategy as a professional and set market positioning
strategy of company with vision and experience in cinema business to a world class
25
cinema operator. Major Cineplex Group has continuously grown in Thailands cinema
business
At the end of 1995, Major Cineplex opened the first Entertainment Complex
Pinklao Branch under the Stand Alone Entertainment Complex Concept to compete
face to face with EGV Entertainment Pinklao branch (Central Pinklao Shopping Center).
They have tried to establish a good foundation for the company so that they can expand
more branches easily in the future. After Major Cineplex opened the first branch, two
years later, it opened the second branch at Ekamai and one year later the third branch at
Ratchayothin, which had so much impact on Major Cineplex that its market share
increased by 3-4 % for first branch and 7-8% and 10-15% for following branches.
In 2004, Major Cineplex merged its business with EGV Entertainment, resulting
in Major Cineplex having a market share of 70%. At present, Major Cineplex has four
brands, namely Major Cineplex, EGV, Paragon Cineplex, and Esplanade Cineplex, to
serve different target groups with outlets as follows:.
1. Major Cineplex has 34 outlets around Thailand and most of them are stand alone
outlets, serving every demographic group with focus on family group.
2. EGV has 10 outlets around Thailand and most of them are located in the
department stores of major provinces, serving teenager group whose lifestyle is funny,
free, independent, and extreme.
3. Paragon Cineplex has only one outlet located in Siam Paragon. Paragon Cineplex
offers the first six-star movie cinema concept in Thailand targeting movie viewers who
are moderate to high in income (B class), innovative, sophisticated, and worldly.
4. Esplanade Cineplex has only one outlet located in Esplanade Department Store,
serving young generation viewers who like fashions and arts.
26
Paragon Cineplex is a new brand of Major Cineplex Group and located on 5th
floor in Siam Paragon. The Paragon Cineplex operates 16 screens with 4,500 seats,
comprising fourteen 35mm screens, one 3-D IMAX screen and one exclusive cinema club
called Enigma-the shadow screen.
This study has studied customers perception towards SF World Cinema and
Paragon Cineplex. In Table 2.1 shows a broad range of SF World Cinema and Paragon
Cineplex.
Table 2.1
Characteristics of SF World Cinema and Paragon Cineplex
Characteristics
SF World Cinema
Surpass the world of movies
Cinemas Concept
Paragon Cineplex
First six-star cinema in Thailand and
The Worlds Best Destination
Target Group
Services
Customers who aged 16-25
Customers who are moderate to high
years old and love shopping
in income (B class level), innovative,
and watching the movies.
sophisticated, and worldly.
Movies and restaurants
Movies, bowling alleys, and karaoke
First Class (VIP)
Nokia Ultra Screen (VIP)
World Happiness Screen

Type of screen
Digital Screen
Siampavalai
Normal Screen
Normal Screen
Krungsri Imax (3D)
Enigma (Member Club)
VIP Seat
Price
Normal Seat
Mon-Wed
600 B
Thu-Sun
700 B
Mon-Wed
120 B
Thu-Sun
140 B
Location
Other shops on the same floor
600 B
140 B
7th floor, Central World
5th floor, Siam Paragon
Tops Supermarket
Starbucks
Restaurants
Bank of Ayuthaya
27
Related Study
Pisitwutinan (2001) studied the customers satisfaction towards the services of the
Multiplex IV Cinema at The Mall Ngamwongwan Branch. The objectives of this study
were to search the level of customers satisfaction towards the selected sides of the
Multiplex IV Cinemas services as classified into two groups according to the concepts of
P. Eiglier and E. Langeard. The first is physical environment that is composed of three
elements, namely general surrounding and decoration, technology and systems, and
management. The second is contact personnel that have one element namely service
employees at The Mall Ngamwongwan Branch. The study focused on the relationships
between customer satisfaction and levels of customers income and education. Further,
the results of this study were presented to the Cinemas executive committees for decision
to improve the Cinemas system. Moreover, this study was conducted by collecting the
questionnaires from sample customers at set times and areas. The collected data were then
analyzed by using descriptive methods. The first factor, levels of customers income, was
statistically related to the systems and technology and management while the second
factor, levels of customers education, was significantly related to all of services of the
cinema.
Champasoot (2004) studied the customer satisfaction towards Major Cineplex at
Changwattana Branch. The study aimed at 1) customer behavior at Major Hollywood
movie cinema, 2) customer satisfaction towards the marketing mix factors of Major
Hollywood movie cinema, 3) the relationship between customer behavior and personal
factors, and 4) customer satisfaction towards personal factors of marketing mix. The
results of the study of customer behavior at Major Hollywood were that most sample
customers watched movies two times per month, usually on weekends or official
holidays. From Monday to Friday, they came for movies between 18.00-20.00 and for
weekends or official holidays, between 14.00-16.00. Most of them were accompanied by
boy/girlfriends. The customer satisfaction towards marketing mix factors was at
satisfied level on product, place, promotion, people and process, but was at neutral
28
level on price and physical evidence. The hypothesis testing result showed that age,
education, and occupation had relationships with behavior. In addition, the result showed
that age and income had high effects on marketing mix factors but education and
occupation had lower effects, while gender and marital status had least effects. This study
was done by collecting samples of customers who watched movies at the Major
Hollywood.
Chanchaivoravit (2007) studied the perception of international backpackers to
security incidents in Thailand. The objectives of the study were 1) to study international
backpackers perception towards security incidents in Thailand, 2) to study the
differences of international backpackers perception towards security incidents in
Thailand according to their characteristics, 3) to study the differences of international
backpackers perception towards security incidents in Thailand according to their travel
behaviors. The results of study showed that respondents characteristics, the differences
of the regions of origin, genders, ages and education levels of respondents held different
perception towards security incidents in Thailand and respondents tourist behavior, the
differences of previous experiences, lengths of stay and accompaniers of respondents held
different perception towards security incidents in Thailand.
Vadeesirisak (2008) studied the Internet users perception on online banking
regarding Paypal. The objectives of study were to find the perception of the Internet users
towards online purchasing and the tendency of online purchasing and banking with users
in Bangkok. The research found that gender, income, experience with online purchasing,
knowledge of PayPal and frequency of purchasing correlate with the chance of online
purchasing, while long time spending on the Internet and income, experience with online
purchasing, knowledge of PayPal and frequency of purchasing correlate with the increase
of online banking usage if it is convenient. The gender and income are the factors that
affect the level of perception regarding PayPal online banking.
In summary, the related study found that gender, age, education, occupation and
income have effects on the perception of customers as shown in Table 2.2
29
30
Conceptual Framework
The difference in customer

perception towards marketing
Personal Factors
1. Gender
2. Age
3. Education
4. Occupation
5. Monthly Income
attributes of SF World
Cinema and Paragon Cineplex
1. Product
2. Price
3. Place
4. Promotion
5. Physical Evidence
6. People
7. Process
Figure 2.2 Conceptual framework
31
Hypothesis
The hypotheses of this study classified as follows:
1. There is different in customers perception in product attributes between SF

World Cinema and Paragon Cineplex
2. There is different in customers perception in price attributes between SF World

3. There is different in customers perception in place attributes between SF World

4. There is different in customers perception in promotion attributes between SF

5. There is different in customers perception in physical evidence attributes

6. There is different in customers perception in people attributes between SF World

7. There is different in customers perception in process attributes between SF

8. Customers with different gender groups hold different perception towards

marketing attributes of SF World Cinema in relative to Paragon Cineplex.
32
9. Customers with different age groups hold different perception towards marketing
attributes of SF World Cinema in relative to Paragon Cineplex.
10. Customers with different educational levels hold different perception towards
11. Customers with different occupations hold different perception towards marketing
12. Customers with different monthly incomes hold different perception towards
CHAPTER 3
METHODOLOGY OF THE STUDY
This chapter mentioned the methodology of this study which had been developed
from the conceptual framework. The following methodology was the guild line through
this study starting with study design to data analysis. There were six main topics as
follows:
1. Study Design
2. Population and Samples
3. Study Instrument
4. Instrument Testing
5. Data Collection
6. Data Analysis
Study Design
This study was designed to use descriptive research by using survey method. The
research used questionnaire as a research instrument to collect the information from 400
respondents regarding their perception towards marketing attributes of SF World Cinema
and Paragon Cineplex. A sample of population in this descriptive study was customers
who aged above 15 years and ever have watched the movie at both SF World Cinema and
Paragon Cineplex. The questionnaires were collected in Ratchadumri Area. The time to
conduct the survey was February 14 - February 22, 2009.
The key materials used in the descriptive research were comprised of
questionnaire and a statistical program.
34
Population and Samples

Population
The target Population of this study is persons who aged 15 years and above and
ever have watched the movies at both SF World Cinema and Paragon Cineplex. Since,
this target population had direct experience in watching movies at both cinemas so they
could give the information regarding their perceptions in marketing attributes of SF
World Cinema and Paragon Cineplex with most accuracy.
This study identified number of target population based on number of customers
at SF World Cinema and Paragon Cineplex between January-March, 2008 (period of
study and growth rate was not considered). Therefore, number of population of SF World
Cinema and Paragon Cineplex were 249,000 and 472,786 persons (source from SF
Cinema Group & Major Cineplex Group).
Sample Size
Sample size was the selective customers from the total population to use as a
representative. In order to determine the appropriate sample size for large population and
to ensure the results of each respondent was reliable. Thus, the number of sampling
respondents was calculated from Taro Yamane statistical table (table 3.1). In this case,
the number of target population who ever have watched movies at both SF World Cinema
and Paragon Cineplex was more than 100,000 and infinity with 95% of confidential level.
Therefore, the sample size was determined from the population over 100,000 people. As
a result, the sample size used in this study was 400 respondents who ever have watched
movies at both SF World Cinema and Paragon Cineplex
35
Table 3.1 Rating sample size by Taro Yamane table (Yamane, 1967)
Sample Size (n) for Precision (e) of:
Size of Population
3%
5%
7%
10%
500
222
145
83
600
240
152
86
700
255
158
88
800
267
163
89
900
277
166
90
1,000
286
169
91
2,000
714
333
185
95
3,000
811
353
191
97
4,000
870
364
194
98
5,000
909
370
196
98
6,000
938
375
197
98
7,000
959
378
198
99
8,000
976
381
199
99
9,000
989
383
200
99
10,000
1,000
385
200
99
15,000
1,034
390
201
99
20,000
1,053
392
204
100
25,000
1,064
394
204
100
50,000
1,087
397
204
100
100,000
1,099
398
204
100
>100,000
1,111
400
204
100
a = Assumption of normal population is poor (Yamane, 1967). The entire population
should be sampled.
36
Study Instrument
The instrument for study was the questionnaire which was developed from the
objectives and conceptual framework regarding the theory and from the exploratory
research in order to study the consumers perception towards marketing attributes of SF
World Cinema and Paragon Cineplex. The questionnaire was divided into three parts as
follows:
Part 1: The personal information of respondents
The questions were to ask the respondents regarding the personal information
including their gender, age, educational level, occupation and monthly income. The
respondents were subject to give one answer that fit their own characteristic. This part
had five questions which two nominal scale and three ordinal scale questions.
Furthermore, they were analyzed by frequency and percentage.
Part 2: Consumer behavior in watching of respondents
The questions were to ask the respondents regarding the customer behavior
including frequency of watching, cinema usually come to watch, day and time of
watching, person accompanying, information searching the movies at cinema, and
reasons for coming to watch the movies. The respondents were subject to answers that
match their own behaviors. This part had seven questions which two nominal scale and
five ordinal scale questions. Furthermore, they were analyzed by frequency and
percentage.
37
Part 3: Customers perception towards marketing attributes of SF World

The questions were to ask the perceptions of customers towards SF World

Cinema and Paragon Cineplex in seven marketing attributes including product, price,
place, promotion, physical evidence, people, and process. Questionnaire was designed by
using semantic differential scale with seven-point scale. The seven-point scale ranging
from extremely positive agree, very positive agree, somewhat positive agree, neutral
agree, somewhat negative agree, very negative agree, and extremely negative agree.
Score of the answer was seven, six, five, four, three, two, and one respectively between
several bipolar adjective phases. The respondents were subject to give one best answer
that fit their own perceptions towards marketing attributes of SF World Cinema and
Paragon Cineplex. They were analyzed by mean and standard deviation.
Instrument Testing
Pre-testing was conducted in order to test whether the questionnaires were

appropriate, suitable, and understandable to target respondents as well as their validity
and reliability. Therefore, the pre-testing of questionnaire was done before distribute. The
result can be described as below:
Validity Test
Validity test was conducted in order to ensure that all questions covered the
problem and objectives of study. To have the content validity, testing the questionnaire
by consult with advisor. This process was to check to appropriateness and clearness of
language and scale of measurement used in each that can be analyzed and answered the
problem accurately.
38
Reliability Test
The valid questionnaires were distributed to thirty respondents who ever have
watched movie at both SF World Cinema and Paragon Cineplex at Ratchadamri Area.
This pre-testing was conducted on February 9, 2009 as a pre-test to check whether the
respondents had some misunderstanding on the questionnaire.
The reliability analysis of this study was analyzed on the basis of these completed
questionnaires. Therefore, the reliability analysis by Cronbachs Alapha coefficient was
used as measure the reliability of questionnaire. The results of Cronbachs Alapha are
Questionnaire for perceptions towards SF World Cinema = 0.951

Questionnaire for perceptions towards Paragon Cineplex = 0.944
Data Collection
The data was gathered by using questionnaire with totally 400 respondents who
aged above 15 years and ever have watched the movie at both SF World Cinema and
Paragon Cineplex was drawn by convenience sampling method. Time to collect was on
February 14 - February 22, 2009. Self-administered questionnaires were used since it was
not time consuming method in collecting the information. The 400 questionnaires were
collected from Ratchadamri area where both cinemas are located. Ratchadamri area was
covering Siam Paragon, Siam Square, MBK, Central World, and Big C-Ratchadamri.
The first question before distributed questionnaire was screening question who
match with target population who have aged above 15 years old and ever have watched
movies at both SF World Cinema and Paragon Cineplex.
39
Table 3.2 Date and Time for collecting questionnaires

Date
Time of Collection Number of Questionnaires
14-Feb-09
11 AM - 8 PM
70
15-Feb-09
11 AM - 8 PM
70
16-Feb-09
2 PM - 9 PM
60
18-Feb-09
2 PM - 9 PM
60
19-Feb-09
2 PM - 9 PM
70
22-Feb-09
11 AM - 8 PM
70
Total
400
Data Analysis
Once the questionnaire was completely distributed to respondents and rechecked
whether all of them were filled completely in every part. Raw data was put and coded in a
SPSS (Statistical Package for Social Science) program.
According to part of consumer perception towards SF World Cinema and Paragon
Cineplex assigned a point by using semantic differential scale. The answer of this part
was chosen from seven response categories ranging from extremely positive agree to
extremely negative agree. The researcher assigned scores or weights to the alternative
responses. The weight of score would be assigned to the answer as below:
extremely positive agree
scores
very positive agree
scores
somewhat positive agree
scores
neutral agree
scores
somewhat negative agree
scores
very negative agree
scores
extremely negative agree
score
40
The range of mean score of each level regarding their perceptions were be
calculated as the below equation;
Interval
Highest score Lowest score
7-1
7
7-1
7
0.85
Number of range
=
=
From the calculation of interval above, 0.85 score was used to separate the
measurement of rating. Then, the average mean could explain the perceptions for the
variable as following:
Rating Range
Level of perception
6.16-7.00
= extremely positive perception
5.30-6.15
4.44-5.29
= somewhat positive perception
3.58-4.40
2.72-3.57
= somewhat negative perception
1.86-2.71
1.00-1.85
= extremely Negative perception
very positive perception
neutral perception
very negative perception
In this study, the statistical tool used for data analysis can be categorized into two
types as descriptive and inferential statistic.
41
Descriptive Statistics
Percentage was used to division of the frequency for each value by the total
number of observations for all of the values resulting in a percent called a percentage
distribution.
The mean or the average was used to measure of central tendency that used to
consider general picture of the data without unnecessarily inundating one with each of the
observations in a data set. It was to use analyze the information such as perception
towards marketing attributes.
Standard deviation was used to in conjunction with the mean to indicate a

perception towards marketing attributes of SF World Cinema and Paragon Cineplex. The
result from calculation had matched with range of the above criteria.
Inferential Statistics
The t-test method was assessed whether the differences of mean scores of the
two sample mean were statistically significant. The study would check significant
difference at 95% confidence level ( = 0.05). If hypothesis significant 0.05 the
variances null hypothesis (H0) was not supported.
The F-test method or analysis of variance (ANOVA) was used to test the
differences of mean scores among three groups. Then, the LSD (Least Significant
Difference) was utilized to test which sub-group made the significant difference if it was
found there was the significance among groups. The study would check significant
difference at 95% confidence level ( = 0.05). If hypothesis significant 0.05 the
variances null hypothesis (H0) was not supported.
CHAPTER 4
RESULTS AND DISCUSSIONS
This chapter emphasized the analysis of the data including the description of
personal information (gender, age, educational level, occupation and monthly
income), customer behavior (frequency of watching, cinema usually come to watch,
day and time of watching, person accompanying, information searching the movies at
cinema, and reasons for coming to watch the movies), and customers perception
towards marketing attributes of SF World Cinema and Paragon Cineplex.
This analysis of study used two types of statistic. The first was descriptive
statistic including frequency, percentage, mean, and standard deviation. The second
type was inferential statistics including t-test (paired), t-test (independent) and F-test
(one-way analysis of variance), multiple comparisons (LSD).
The analysis in this chapter was divided into four parts as follows:
Part 1 Personal information of respondents
Part 2 Customer behavior in watching of respondents
Part 3 Perception of respondents towards marketing attributes of respondents
Part 4 Hypothesis testing
Part 1 Personal Information of Respondents
The personal information of the respondent was divided into five questions
including gender, age, educational level, occupation and monthly income. All of this
personal information was reported in the form of descriptive statistic as follows:
From table 4.1, the result showed that respondents who answer the
questionnaire consisted of female 62.8% and male 33.8%.
43
Table 4.1 The personal information of respondents

(n=400)
Personal Information
Number
Percentage
Male
Female
Total
149
251
400
37.2
62.8
100
Between 15 -18 years

Between 18 - 22 years
Over 40 years
Total
123
141
79
15
33
9
400
30.8
35.2
19.8
3.8
8.2
2.2
100
127
31.8
37
200
36
400
9.2
50.0
9.0
100
Students
Private Company Officers
Government Officials
State Enterprise Officer s
Business Owners-Proprietors
Others
Total
271
70
14
9
27
9
400
67.8
17.5
3.5
2.2
6.8
2.2
100
Less than 5,000 Baht

5,000 10,000 Baht
10,001 20,000 Baht
20,001 30,000 Baht
30,001 40,000 Baht
More than 40,000 Baht
Total
164
94
61
26
33
22
400
41.0
23.5
15.3
6.5
8.2
5.5
100
Gender
Age
Education level
High School/Vocational
Certificate or lower
Diploma/ High Vocational
Certificate
Bachelor Degree
Master Degree or higher
Total
Occupation
Monthly income
44
In term of age, the result showed that most of respondents were between 18 22 years old (35.2%), followed by 15-18 years old (30.8%), and 22-29 years old
(19.8%). And lowest number of respondents was in age group of over 40 years old
(2.2%).
For educational level, the result showed that most of respondents had
education at the level of bachelor degree (50.0%), followed by High
School/Vocational Certificate or lower (31.8%), Diploma/High Vocational Certificate
(9.2%) and Master Degree or higher (9.0%).
In the case of occupation, the result showed that the majority of respondents
was students (67.8%) and followed by private Company Officer (17.5%) and business
owners-proprietors (6.8%).
Finally, the result indicated that the majority of respondents earned personal
income per month less than 5,000 baht (41.0%) and followed by personal income per
month between 5,000 10,000 baht (23.5%) and 10,001 20,000 baht (15.3%) and
the lowest of respondents earned personal income per month more than 40,001 baht
(5.5%).
Part 2 Customer Behavior in Watching of Respondents
Customer behaviors of respondent were divided into seven categories as
frequency of watching, cinema usually come to watch, day and time of watching,
person accompanying, information searching the movies at cinema, and reasons for
coming to watch the movies. All of these customer behaviors were reported in the
form of descriptive statistic as follows:
From table 4.2, the result indicated that most respondents watched movie once
a month (33.8%) and followed by 2-3 times per month (28.5%) and every couple
months (22.8%). The lowest frequency was 1-2 time per week (5.5%).
45
Table 4.2 Frequency of watching movie at cinema

Frequency of watching
Number
Percentage
1-2 time per week
22
5.5
2-3 time per month
114
28.5
Once per month
135
33.8
2-3 months per time
91
22.8
Others
38
9.5
400
100
Total
Table 4.3 indicated that most respondents usually watched the movie at SF
World Cinema 41.8% and followed by Paragon Cineplex (36%) and at both cinemas
(22.2%).
Table 4.3 Cinema where respondents usually watch movies
Cinema
Number
Percentage
Paragon Cineplex
144
36.0
SF World Cinema
167
41.8
Both cinema equally
89
22.2
400
100
Total
Table 4.4 indicated that most respondent watched movie at their convenience
days (53.2%) and followed by weekends or official holiday (41.3%) and MondayFriday (5.5%).
Table 4.4 Day of watching movies
Day of watching
Number
Percentage
Monday-Friday
22
5.5
Weekend or Official Holidays
165
41.3
Convenient days
213
53.2
400
100
Total
46
Table 4.5 indicated that most respondents watched movies from 14.00-16.00
(29.5%), followed by 12.01-14.00 (23.5%) and 16.01-18.00 (20.5%). And the least
number of respondents watched movies from 10.00-12.00 (3.8%).
Table 4.5 Time of watching movies
Time
Number
Percentage
10.00-12.00
18
4.5
12.01-14.00
94
23.5
14.01-16.00
118
29.5
16.01-18.00
82
20.5
18.00-20.00
61
15.2
After 20.00
27
6.8
400
100
Total
Table 4.6 showed that most respondents came to watch movies with their
friends (53.3%), followed by girlfriend/boyfriend (23.3%) and family (19.5%).
Table 4.6 Person Accompanying
Person Accompanying
Number
Percentage
Friends
213
53.3
Family
79
19.8
Girlfriend/Boyfriend
95
23.8
Alone
10
2.5
Others
0.8
400
100
Total
Table 4.7 indicated that most respondents come to watch movies at theater for
the reason of relaxation (67.8%) and entertainment (64.0%), followed by for meeting
with friends (39%) and as movie fans (32.3%).
47
Table 4.7 Reasons for coming to watch movie at cinema

Reason for coming to watch a movie
Number
Percentage
Relaxation
271
67.8
A family activity
63
15.8
Meeting with up friends
156
39
Kill the time
48
12
Discuss with friends
39
9.8
Friend ask me to go
31
7.8
For entertainment
256
64
Movies fan
129
32.3
Not to miss new movies
49
12.3
Dating activity
59
14.8
Various activities at theater
21
5.3
Special event such as birth anniversary, Fathers Day, etc
28
Others
* Respondents can answer more than 1 item
Table 4.8 indicated that most respondents used Internet (48.3%) to check
information of SF World Cinema and Paragon Cineplex, followed by the point of
program at theatre (37%) and friends (33.5%).
Table 4.8 Sources of information
Sources of information
Number
Percentage
Newspaper
113
28.3
Internet
193
48.3
Call Center
50
12.5
Program at cinema
148
37
Friends or other persons
142
35.5
Television
89
22.3
Mobile Phone/GPRS/WAP
41
10.3
Others
1.5
* Respondents can answer more than one item
48
Part 3 Perception Towards Marketing Attributes of Respondents

This part of the questionnaire was the perception survey. There were twentyone questions which separated into seven attributes including product, price, place,
promotion, physical evidence, people, and process as shown in table 4.9. The results
analyzed in mean, standard deviation.
Table 4.9 indicated that the respondents had very positive perception towards
clear sound system of SF World Cinema ( x =5.37), followed by somewhat positive
perception towards clear picture system ( x =5.26) various cinema show time ( x =
5.14). From the average product attributes score, mean analysis found that the
respondents had somewhat positive perception towards product attributes of SF World
Cinema ( x =5.26).
Meanwhile, the respondents had very positive perception towards clear sound
system ( x =5.50) and clear picture system of Paragon Cineplex ( x =5.50), followed
by somewhat positive perception towards various cinema show time ( x = 5.25). From
the average product attributes score, mean analysis found that the respondents had
very positive perception towards product attributes of Paragon Cineplex ( x = 5.42)
From difference perception towards product attributes of SF World Cinema
and Paragon Cineplex, the result indicated that the respondents had higher perception
towards Paragon Cineplex than SF World Cinema in all of product attributes
regarding clear sound and picture of cinema, and various cinema show times.
For price attributes, the respondents had somewhat positive perception
towards SF World Cinema regarding it has suitable movie ticket price for normal seat
( x =5.06), VIP seat ( x =4.91) and felt worthy if compare movie ticket price with
service quality of cinema ( x =5.09). From the average price attributes score, mean
analysis found that the respondents had somewhat positive perception towards price
attributes of SF World Cinema ( x =5.02).
49
Table 4.9 Respondents perception towards marketing attributes of SF World

Perception towards Marketing

Attributes
Product
1 Sound System of theatre
2 Picture System of theatre
3 Show time of theatre
Average perception towards product
attributes
Price
4 Movie ticket price for normal seat
5 Movie ticket price for VIP seat
compare movie ticket price with
6
service
Average perception towards price
attributes
Place
7 Search on theatre location
8 Transportation to theatre
9 Parking Lots
Average perception towards place
attributes
Promotion
10 Co-Promotion with Other Partner
Privilege from theatres member
11
card
12 Movie Festival at theatre
Average perception towards
promotion attributes
Physical Evidence
13 Normal seat in theatre
14 Temperature in theatre
15 Waiting area outside theatre
Average perception towards
physical evidence attributes
People
16 Courtesy in service of staff
Concentration in the service of
17
staff
Average perception towards people
attributes
SF World Cinema
(S)
Paragon Cineplex
(P)
Difference Perception
(S-P)
Mean
S.D.
Mean
S.D.
Mean
5.37
5.26
5.14
1.13
1.13
1.16
5.50
5.50
5.25
1.06
1.10
1.16
-0.13
-0.24
-0.11
5.26
1.01
5.42
1.00
-0.16
5.06
4.91
1.14
1.36
4.90
4.68
1.25
1.46
0.16
0.23
5.09
1.14
4.99
1.19
0.10
5.02
1.02
4.92
1.12
0.10
5.06
5.15
4.85
1.16
1.18
1.52
5.10
5.24
4.86
1.26
1.30
1.46
-0.04
-0.09
-0.01
5.02
1.05
5.07
1.10
-0.05
4.83
1.39
4.87
1.40
-0.04
4.80
1.52
4.82
1.46
-0.02
4.89
1.43
4.95
1.38
-0.06
4.84
1.30
4.88
1.23
-0.04
4.96
5.10
5.09
1.19
1.18
1.23
5.08
5.17
5.08
1.19
1.28
1.30
-0.12
-0.07
0.01
5.05
1.04
5.11
1.07
-0.06
5.08
1.22
5.19
1.28
-0.11
5.06
1.23
5.16
1.23
-0.10
5.06
1.09
5.17
1.18
-0.11
50
Table 4.9 (Continued)

Perception towards
Marketing Attributes
Process
18 Movie checking points
Period of buying the
19
ticket at Box Office
Movie ticket buying
20
process on internet
Buying the ticket on
21
automatic call center
Average perception
towards process attributes
SF World Cinema
(S)
Mean
S.D.
Paragon Cineplex
(P)
Mean
S.D.
Difference Perception
(S-P)
Mean
5.07
1.19
5.22
1.14
-0.15
5.08
1.14
5.14
1.18
-0.06
4.72
1.65
4.69
1.72
0.03
4.67
1.73
4.69
1.75
-0.02
4.88
1.14
4.94
1.17
-0.06
While Paragon Cineplex, the respondents had somewhat positive perception

towards price attributes regarding Paragon Cineplex has suitable ticket price for
normal seat ( x =4.90) and VIP seat ( x =4.68) and felt worthy if compare movie ticket
price with service quality of cinema ( x =4.99). From the average price attributes
score, mean analysis found that respondents had somewhat positive perception
towards price attributes of Paragon Cineplex ( x = 4.92).
From difference perception towards price attributes of SF World Cinema and

Paragon Cineplex, the result indicated that the respondents had higher perception
towards SF World Cinema than Paragon Cineplex in all of price attributes regarding
ticket price for normal and VIP seats, and worthiness from service quality.
For place attributes, the respondents had somewhat positive perception

towards SF World Cinema in term of easy to searching on location ( x =5.06),
convenient transportation to cinema ( x =5.15), and convenient parking lots at cinema
( x = 4.85). From the average place attributes score, mean analysis found that
respondents had somewhat positive perception towards place attributes of SF World
Cinema ( x = 5.02).
51
Meanwhile, the respondents had somewhat positive perception towards

Paragon Cineplex in term of easy to searching on location ( x =5.10), convenient
transportation to cinema ( x =5.24) and convenient parking lots at cinema ( x = 4.86).
From the average place attributes score, mean analysis found that respondents had
somewhat positive perception towards place attributes of Paragon Cineplex ( x =
5.07).
From difference perception towards place attributes of SF World Cinema and

towards Paragon Cineplex than SF World Cinema in all of place attributes regarding
search on cinema location, transportation, and parking lots.
For promotion attributes, the respondents had somewhat positive perception

towards SF World Cinema regarding to interesting in co-promotion with other
partnership ( x =4.83), worthy in privilege of cinemas member card ( x = 4.80), and
interesting in movie festival event ( x = 4.89). From the average promotion attributes
score, mean analysis found that respondents had somewhat positive perception
towards promotion attributes of Paragon Cineplex ( x = 4.84).
While, the respondents had somewhat positive perception towards Paragon

Cinema to interesting in cinema co-promotion with other partnership ( x =4.87),
worthy in privilege of cinemas member card ( x = 4.82), and interesting in Movie
Festival Event ( x = 4.95). From the average promotion attributes score, mean
analysis found that respondents had somewhat positive perception towards promotion
attributes of Paragon Cineplex ( x = 4.88).
From difference perception towards promotion attributes of SF World Cinema

towards Paragon Cineplex than SF World Cinema in all of place attributes regarding
52
co-promotion with other partners, privilege from theatres member card, and movie
festival event.
For physical evidence attributes, the respondents had somewhat positive

perception towards SF World Cinema regarding comfortable seating ( x = 4.96) and
temperature in cinema ( x = 5.10), and adequate waiting area outside cinema ( x =
5.09). From the average physical evidence attributes score, mean analysis found that
respondents had somewhat positive perception towards physical evidence attributes of
SF World Cinema ( x = 5.05).
However, the respondents had somewhat positive perception towards Paragon

Cineplex regarding comfortable seating ( x = 5.08) and temperature ( x = 5.17) in
cinema, and adequate waiting area outside cinema ( x = 5.08). From the average
physical evidence attributes score, mean analysis found that respondents had
somewhat positive perception towards physical evidence attributes of Paragon
Cineplex ( x = 5.11).
From difference perception towards physical evidence attributes of SF World

Cinema and Paragon Cineplex, the result indicated that the respondents had higher
perception towards Paragon Cineplex than SF World Cinema in term of comfortable
seating and temperature. But had higher perception towards SF World Cinema and
Paragon Cineplex in term of adequate waiting area outside cinema.
For people attributes, the respondents SF World Cinema, respondents had

somewhat positive perception towards SF World Cinema regarding courtesy of staff
service ( x = 4.96) and concentration in service. ( x = 5.06). From the average people
attributes score, mean analysis found that respondents had somewhat positive
perception towards people attributes of SF World Cinema ( x = 5.06).
53
While, the respondents had somewhat positive perception towards Paragon

Cineplex regarding courtesy of staffs service ( x = 5.19) and concentration in service
( x = 5.16). From the average people attributes score, mean analysis found that
respondents had somewhat positive perception towards people attributes of Paragon
Cineplex ( x = 5.17).
From difference perception towards people attributes of SF World Cinema and

towards Paragon Cineplex than SF World Cinema in all of people attributes regarding
courtesy in service staff and concentration in service
For process attributes, the respondents had somewhat positive perception

towards movie checking point at cinema ( x = 5.07), buying ticket process at Box
Office ( x = 5.08), buying ticket process on internet ( x = 4.72), and buying ticket
process on automatic call center ( x = 4.67). From the average process attributes score,
mean analysis found that respondents had somewhat positive perception towards
process attributes of SF World Cinema ( x = 4.88).
For Paragon Cineplex, the respondents had somewhat positive perception

towards movie checking point at cinema ( x = 5.22), buying process ticket at Box
Office ( x = 5.14), buying ticket process on internet ( x = 4.69), and buying ticket
process on automatic call center ( x = 4.69). From the average process attributes score,
mean analysis found that respondents had somewhat positive perception towards
people attributes of Paragon Cineplex ( x = 4.94).
From difference perception towards process attributes of SF World Cinema

towards Paragon Cineplex than SF World Cinema in term of movie easy to find to
checking point at cinema, fast to buy ticket at Box Office and automatic call center.
54
But the respondents had higher perception towards SF World Cinema higher than
Paragon Cineplex in term of simple process on buying via internet.
However, table 4.9 had used date to plot a profile of SF World Cinema and
Paragon Cineplex perception as follow in figure 4.1.
Figure 4.1 Profile of SF World Cinema and Paragon Cineplex perception
55
Part 4 Hypothesis Testing

The result of analysis of paired and independent sample t-test, F-test, and
multiple comparisons (LSD) were conducted to determine the differences in personal
information (independent variables) affecting the customers perception towards
marketing attributes of SF World Cinema, Paragon Cineplex (dependent variables).
The error level was set at 0.05 (5%) for t-test, F-test and multiple comparisons ILSD).
Each factor with significant level (the p value) less than 0.05 indicated that different
of independent variables affect to dependent variable. In this study, there were
twenty-one hypotheses tested as follows:
Hypothesis 1: There is different in customers perception in product attributes
between SF World Cinema and Paragon Cineplex.
H10: There is no different in customers perception in product attributes between SF
World Cinema and Paragon Cineplex.
H1a: There is different in customers perception in product attributes between SF
Table 4.10
Paired t-test different in customers perception in product attributes

Characteristics
Pair 1
Sound System of
cinema
Pair 2
Picture System of
cinema
Pair 3
Show time of cinema
Product
Cinema
Mean
S.D.
P (2 tailed)
SF World Cinema
400
5.37
1.13
-2.35
0.019*
Paragon Cineplex
400
5.50
1.06
SF World Cinema
400
5.26
1.13
-3.961
0.000*
Paragon Cineplex
400
5.50
1.101
SF World Cinema
400
5.14
1.155
-1.716
0.087
Paragon Cineplex
400
5.25
1.17
SF World Cinema
400
5.26
1.013
3.263
0.001*
Paragon Cineplex
400
5.42
0.997
*The mean difference is significant at 0.05 level
From table 4.10, the analysis differed in product attributes regarding sound
system of cinema and picture system of cinema significant were 0.019 and 0.000
respectively. It showed that the null hypothesis was rejected at confident level 95%.
56
Therefore, there was different in customer perception in product attributes in term of

sound system of cinema and picture system of cinema between SF World Cinema and
Paragon Cineplex.
In term of movies show time at cinema, the p value was 0.087 which more
than 0.05. It showed that the null hypothesis was accepted at confident level 95%.
Therefore, there was different in product attributes in term of movies show time
For overall analysis different in customers perception in product attributes,
the p value was 0.001 that less than 0.05. It indicated that the null hypothesis was
rejected at confident level 95%. Therefore, there was different in customers
perception in product attributes between SF World Cinema and Paragon Cineplex and
customers had higher perception towards Paragon Cineplex than SF World Cinema
( x = 5.42, 5.26 respectively).
Key findings from this hypothesis were different in customers perception in
product attributes in term of clear sound and picture system between SF World
Cinema and Paragon Cineplex. It indicated customers perceived that Paragon
Cineplex had clear sound and picture system higher than SF World Cinema. In fact
quality of sound and picture system is not different.
Hypothesis 2: There is different in customers perception in price attributes between
SF World Cinema and Paragon Cineplex.
H20: There is no different in customers perception in price attributes between SF
H2a: There is different in customers perception in price attributes between SF World
Cinema and Paragon Cineplex.
57
Table 4.11 Paired t-test different in customers perception in price attributes between
Characteristics
Pair 4
Pair 5
Movie ticket price for normal seat
Mean
S.D.
p (2 tailed)
2.606
0.010*
0.674
0.502
1.653
0.99
2.059
0.040*
SF World Cinema
400
5.06
1.142
Paragon Cineplex
400
4.90
1.248
SF World Cinema
400
4.91
1.363
Paragon Cineplex
400
4.86
1.459
SF World Cinema
400
5.09
1.135
Paragon Cineplex
400
4.99
1.192
SF World Cinema
400
5.01
1.019
Paragon Cineplex
*The mean difference is significant at 0.05 levels
400
4.91
1.122
Pair 6
Movie ticket price for VIP seat
Cinema
Compare movie ticket price with

service
Price
From table 4.11, the analysis differed in price attributes regarding movie ticket
price for normal seat significant is 0.010. It showed that the null hypothesis was
rejected at confident level 95%. Therefore, there was different in customers
perception in price attributes in term of movie ticket price for normal seat between SF
World Cinema and Paragon Cineplex. In term of movie ticket price for VIP seat and
comparing movie ticket price with service that get from cinema significant were 0.502
and 0.99. It showed that the null hypothesis was accepted at confident level 95%.
Therefore, there was not customers perception in price attributes regarding ticket
price for VIP seat and comparing movie ticket price with service that get from cinema
between SF World Cinema and Paragon Cineplex customers at the 0.05 significant
levels.
For overall analysis differed in price attributes, the p value was 0.040 that less
than 0.05. Therefore, there was customers perception in price attributes between SF
World Cinema and Paragon Cineplex. It showed that customers perception had
higher perception in price attributes of SF World Cinema than Paragon Cineplex ( x =
5.01, 4.91 respectively).
From hypothesis 2, different in customers perception in price attributes
regarding normal seat ticket price of SF World Cinema and Paragon Cineplex and
indicated that customers perceived movie ticket price for normal price of SF world
Cinema suitable than Paragon Cinema. In fact, SF World Cinema movie ticket price
58
for normal seat is 140 Baht for weekend and 120 Baht for weekday. Paragon Cineplex
movie ticket price for normal seat is 140 Baht.
Hypothesis 3: There is different in customers perception in place attributes between
H30: There is no different in customers perception in place attributes between SF
H3a: There is different in customers perception in place attributes between SF World
Table 4.12 Paired t-test different in customers perception in place attributes between
Characteristics
Pair 7
Search on cinema position
Pair 8
Transportation to cinema
Pair 9
Parking Lots
Cinema
Mean
S.D.
p (2 tailed)
-0.535
0.593
-1.413
0.158
-0.175
0.867
-0.937
0.350
SF World Cinema
400
5.06
1.157
Paragon Cineplex
400
5.10
1.257
SF World Cinema
400
5.15
1.172
Paragon Cineplex
400
5.24
1.304
SF World Cinema
400
4.85
1.521
Paragon Cineplex
400
4.86
1.464
SF World Cinema
400
5.02
1.049
Paragon Cineplex
400
5.06
1.100
Place
From table 4.12, the analysis differed in place attributes in term of search on
cinema location, transportation to cinema and parking lots at cinema p value were
0.593, 0.158 and 0.867 respectively that more than 0.05. It showed that the null
hypothesis was accepted at confident level 95%. Therefore, there was no different in
customers perception in place attributes regarding search on cinema location,
transportation to cinema and parking lots at cinema between SF World Cinema and
Paragon Cineplex.
For overall analysis differed in place attributes, the p value was 0.350 that
more than 0.05. Therefore, there was no different in customers perception in place
attributes between SF World Cinema and Paragon Cineplex customers.
59
From hypothesis 3, it indicated that customer do not perceived difference in

place attributes of SF World Cinema and Paragon Cineplex. They felt easy search on
cinemas location, convenient transportation and parking lots at both cinemas and not
difference of SF World Cinema and Paragon Cineplex because of both cinema located
in nearby department store.
Hypothesis 4: There is different in customers perception in promotion attributes
H40: There is no different in customers perception in promotion attributes between
H4a: There is different in customers perception in promotion attributes between SF
Table 4.13 Paired t-test different in customers perception in promotion attributes

Characteristics
Cinema
Mean
S.D.
p (2 tailed)
SF World Cinema
400
4.83
1.387
-0.604
0.546
-2.85
0.775
1.02
0.308
-0.822
0.412
Pair 10
Co-Promotion with Other

Partner
Paragon Cineplex
400
4.87
1.403
Pair 11
Privilege from cinemas

member card
SF World Cinema
400
4.80
1.516
Paragon Cineplex
400
4.82
1.462
Pair 12
Movie Festival at cinema
SF World Cinema
400
4.89
1.434
Paragon Cineplex
400
4.95
1.381
SF World Cinema
400
4.84
1.305
Paragon Cineplex
400
4.88
1.225
Promotion
From table 4.13, the analysis differed in promotion attributes in term of copromotion with other partner, privilege from cinemas member card and movie
festival event at cinema the p value were 0.546, 0.775 and 0.308 respectively that
more than 0.05. It showed that the null hypothesis was accepted at confident level
95%. Therefore, there was no different in customers perception in promotion
attributes regarding co-promotion with other partner, privilege from cinemas member
card and movie festival event between SF World Cinema and Paragon Cineplex
60
For overall analysis differed in promotion attributes, the p value was 0.412
that more than 0.05. Therefore, there was no different in customers perception in
promotion attributes between SF World Cinema and Paragon Cineplex at confident
level 95%.
From hypothesis 4, it indicated that customers do not felt difference in

interesting in co-promotion with other partners and movie festival events and worthy
member card of SF World Cinema and Paragon Cineplex. Because of both cinemas
promotion are not different such as co-promotion with mobile phone, carbonate soft
drink, snack etc.
Hypothesis 5: There is different in customers perception in physical evidence

attributes between SF World Cinema and Paragon Cineplex.
H50: There is no different in customers perception in physical attributes between SF
H5a: There is different in customers perception in physical attributes between SF
Table 4.14 Paired t-test different in customers perception in physical evidence

Characteristics
Pair 13
Pair 14
Pair 15
Normal seat in cinema

Temperature in cinema
Waiting area outside cinema
Cinema
Mean
S.D.
p (2 tailed)
-1.937
0.053
-1.252
0.211
0.198
0.843
-1.295
0.196
SF World Cinema
400
4.96
1.194
Paragon Cineplex
400
5.08
1.191
SF World Cinema
400
5.10
1.181
Paragon Cineplex
400
5.17
1.272
SF World Cinema
400
5.09
1.232
Paragon Cineplex
400
5.08
1.298
SF World Cinema
400
5.05
1.04
Paragon Cineplex
400
5.11
1.07
Physical Evidence
From table 4.14, the analysis differed in physical evidence attributes in term of
comfortable normal seat and suitable temperature, and adequate waiting area outside
the cinema in cinema significant were 0.053, 0.211, and 0.843 respectively that more
61
than 0.05. It indicated that the null hypothesis was accepted at confident level 95%.
Therefore, there was no different in customers perception in comfortable normal seat,
suitable temperature in cinema, and adequate waiting area outside between SF World
For overall analysis differed in physical evidence attributes, the p value was
0.196 that more than 0.05. It meant that the null hypothesis was accepted at confident
level at 95%. Therefore, there no perceived difference in physical evidence attributes
From hypothesis 5, it indicated customers felt comfortable normal seat,
suitable temperature in cinema, and adequate area outside the cinema of SF World
Cinema and Paragon Cineplex are not different.
Hypothesis 6: There is different in customers perception in people attributes between
H60: There is no different in customers perception in people attributes between SF
H6a: There is different in customers perception in people attributes between SF
Table 4.15
Paired t-test different in customers perception in people attributes

Characteristics
Pair 16
Pair 17
Courtesy in service of staff

Concentration in the service of
staff
Cinema
Mean
S.D.
p (2 tailed)
SF World Cinema
400
5.08
1.218
-1.862
0.063
Paragon Cineplex
400
5.19
1.28
SF World Cinema
400
5.06
1.231
-1.759
0.079
-2.123
0.034*
Paragon Cineplex
400
5.16
1.225
SF World Cinema
400
5.06
1.094
Paragon Cineplex
400
5.18
1.18
People
From table 4.15, the analysis differed in people attributes in term of staffs
polite courtesy in service and concentration in service significant were 0.063 and
0.079 that more than 0.05. It showed that the null hypothesis was accepted at
62
confident level 95%. Therefore, there was no perceived difference in staffs polite
courtesy in service and concentration in service of SF World Cinema and Paragon
Cineplex customers at the 0.05 significant levels.
While overall analysis differed in people attribute, the significant was 0.034
that less than 0.05. It showed that the null hypothesis was rejected at confident level
95%. Therefore, there was different in customers perception in people attributes
between SF World Cinema and Paragon Cineplex. It showed that customers perceived
that people attributes of Paragon Cineplex higher than SF World Cinema ( x = 5.18,
5.06 respectively).
From hypothesis 6, result shows that no perceived difference in each attribute
but perceived difference in overall people attributes. It indicated customers felt
Paragon Cineplex staffs have good service more than SF World Cinema staffs.
Hypothesis 7: There is different in customers perception in process attributes
H70: There is no different in customers perception in process attributes between SF
H7a: There is different in customers perception in process attributes between SF
Table 4.16
Paired t-test different in customers perception in process attributes

Characteristics
Cinema
Mean
S.D.
p (2 tailed)
SF World Cinema
400
5.07
1.186
-2.637
0.009*
Paragon Cineplex
400
5.22
1.14
SF World Cinema
400
5.08
1.143
-1.031
0.303
Paragon Cineplex
400
5.14
1.176
SF World Cinema
400
4.72
1.646
0.329
0.743
Paragon Cineplex
400
4.69
1.719
SF World Cinema
400
4.67
1.725
-0.22
0.826
Paragon Cineplex
400
4.68
1.74
SF World Cinema
400
4.88
1.137
-1.087
0.278
Paragon Cineplex
400
4.94
1.178
Pair 18
Movie checking points
Pair 19
Period of buying the ticket at

Box Office
Pair 20
Movie ticket buying process

on internet
Pair 21
Buying the ticket on automatic

call center
Process
63
From table 4.16, the analysis differed in process test regarding movie checking
point significant is 0.009 that less than 0.05. It indicated that the null hypothesis was
rejected at confident level 95%. Therefore, there was perceived difference in finding
movie checking points of SF World Cinema and Paragon Cineplex.
While in term of period of buying ticket at Box Office, movie ticket buying
process on internet and buying ticket on automatic call center significant are 0.303,
0.743 and 0.826 respectively. It showed that the null hypothesis was accepted at
confident level 95%. Therefore, there was no perceived difference in period of buying
ticket at Box Office, movie ticket buying process on internet and buying ticket on
automatic call center of SF World Cinema and Paragon Cineplex.
For overall analysis differed in process attributes, the p value was 0.278 that
more than 0.05. It meant that the null hypothesis was accepted at confident level 95%.
Therefore, there was no perceived difference in process attributes of SF World
From hypothesis 7, it indicated customers felt movie checking points at
Paragon Cineplex are easy to find than at SF World Cinema. While, customers not felt
difference in buying process at Box office, internet, and automatic call center of SF
64
Table 4.17 Hypothesis testing conclusions of different in customers perception in

marketing attributes between SF World Cinema and Paragon Cineplex
Perception towards Marketing Attributes

Sound System of cinema
Picture System of cinema
Show time of cinema
Product
Movie ticket price for normal seat
Movie ticket price for VIP seat
Compare movie ticket price with service
Price
Search on cinema position
Parking Lots
Place
Co-Promotion with Other Partner
Privilege from cinemas member card
Promotion
Physical Evidence
Concentration in the service of staff
People
Period of buying the ticket at Box Office
Movie ticket buying process on internet
Buying the ticket on automatic call center
Process
Compare of SF World Cinema and

Paragon Cineplex
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Remark: means there is different in customers perception in marketing attribute between SF World Cinema
and Paragon Cineplex.
X means there is no different in customers perception in marketing attribute between SF World Cinema
and Paragon Cineplex.
Hypothesis 8: Customers with different gender groups hold different perception

towards marketing attributes of SF World Cinema in relative to Paragon Cineplex.
H80: Customers with different gender groups hold different perception towards
H8a: Customers with different gender groups hold different perception towards
65
Table 4.18
t-test different gender and different perception towards marketing

Characteristics
Product
Price
Place
Promotion
Physical
Evidence
People
Process
Gender
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
Different perception between SF World Cinema and Paragon

Cineplex
Mean
S.D.
T
P
-0.209
0.989
-0.781
0.435
-0.130
0.973
-0.007
0.998
-1.704
0.089
0.168
0.990
-0.118
0.878
-1.107
0.269
-0.004
1.060
-0.156
1.089
-1.757
0.081
0.027
0.959
-0.123
0.903
-1.058
0.291
-0.022
0.930
-0.362
1.010
-3.571
0.000*
0.032
1.100
-0.196
0.847
-2.426
0.016*
0.036
0.969

From table 4.18, the null hypothesis was rejected at confident level 95%,
indicated that different genders held different perception of SF World Cinema in
relative to Paragon Cineplex. Therefore, it was concluded that customers with
different gender had no significantly different perception of SF World Cinema and
Paragon Cineplex regarding product, price, place, promotion and physical evidence
attributes. But it had significantly different perception of SF World Cinema and
Paragon Cineplex regarding people and process attributes.
From hypothesis, it indicated male and female perceived difference in term of
people and process attributes. Male felt staffs, movie checking points, and buying
process of SF World Cinema are good but Paragon Cineplex is better. Meanwhile
female felt in opposite way.
66
Hypothesis 9: Customers with different age groups hold different perception towards
H90: Customers with different age groups do not hold different perception towards
H9a: Customers with different age groups hold different perception towards marketing
Table 4.19 F-test different age groups and different perception towards marketing
Characteristic
Product
Price
Place
Promotion
Physical
Evidence
People
Process
>15 -18
(n=123)
>18 - 22
(n=141)
(A)
-0.154
1.042
0.098
1.124
-0.124
1.135
0.060
1.092
-0.062
1.084
-0.195
1.252
-0.012
1.074
(B)
-0.198
1.120
0.057
1.057
0.026
1.076
-0.043
1.025
-0.080
0.963
-0.075
1.168
-0.110
0.923
Age (years)
> 22 - 29 > 29 - 35
(n=79)
(n=15)
Mean
S.D.
(C)
(D)
-0.106
-0.045
0.676
0.501
0.185
0.223
0.883
0.514
-0.148
0.333
0.762
0.435
-0.176
-0.333
1.001
0.967
-0.075
-0.199
0.732
0.753
-0.114
-0.067
0.729
0.799
-0.041
-0.267
0.808
0.513
> 35 - 40
(n=33)
> 40
(n=9)
(E)
-0.009
0.611
0.040
0.564
-0.020
0.688
-0.021
0.471
0.100
0.567
-0.030
0.760
-0.038
0.497
(F)
-0.853
1.464
0.184
1.032
0.036
1.099
0.184
1.291
0.074
0.662
-0.056
1.402
0.583
1.521
LSD
1.195
0.311
0.250
0.940
0.915
0.471
0.865
0.505
0.322
0.899
0.224
0.520
1.157
0.330

indicated that different age groups held different perception towards marketing
attributes of SF World Cinema relative to Paragon Cineplex. Therefore, it was
concluded that customers with different age group have no significantly different
perception of SF World Cinema and Paragon Cineplex in term of product, price,
place, promotion, physical evidence, people and process. It showed different age
groups do not felt different towards marketing attributes of SF World Cinema in
relative to Paragon Cineplex.
67
Hypothesis 10: Customers with different educational levels hold different perception
H100: Customers with different educational levels do not hold different perception
H10a: Customers with different educational levels hold different perceptions towards
Table 4.20
F-test different educational levels and different perception towards

marketing attributes of SF World Cinema in relative to Paragon
Cineplex
Educational Level
Characteristic
High School
/Vocational
Certificate
or lower
(n=127)
(A)
Product
Price
Place
Promotion
Physical
Evidence
People
Process
-0.147
1.027
0.097
1.105
-0.042
1.091
0.068
1.068
-0.031
1.060
-0.146
1.215
-0.022
1.033
Diploma/
High
Vocational
Certificate
Bachelor
Degree
Master
Degree or
higher
(n=37)
(n=200)
Mean
S.D.
(B)
(C)
(n=36)
-0.009
0.535
0.054
0.673
-0.173
0.731
-0.026
0.682
-0.144
0.581
-0.162
0.635
-0.027
0.597
-0.094
0.636
0.203
0.830
0.186
0.742
0.110
0.865
0.130
0.744
0.222
0.797
0.097
0.975
-0.208
1.059
0.097
1.003
-0.068
1.016
-0.142
1.046
-0.096
0.905
-0.148
1.100
-0.100
0.907
LSD
0.5130
0.6740
0.1550
0.9270
0.8800
0.4510
1.4260
0.2350
0.7560
0.5190
1.2830
0.2800
0.5370
0.6570
(D)
indicated that different educational levels held different perception of SF World
Cinema in relative to Paragon Cineplex. Therefore, it was concluded that customers
with different educational level have no significantly different perception of SF World
68
Cinema and Paragon Cineplex in term of product, price, place, promotion, physical
evidence, people and process. It showed different educational levels do not felt
different towards marketing attributes of SF World Cinema in relative to Paragon
Cineplex.
Hypothesis 11: Customers with different occupations hold different perception
H110: Customers with different occupations do not hold different perception towards
H11a:
Customers with different occupations hold different perception towards

Table 4.21 F-test different occupation and different perception towards marketing
Place
Promotion
Physical
Evidence
People
Process
(A)
(B)
-0.184
1.086
0.054
1.076
-0.050
1.101
-0.008
1.078
-0.061
1.032
-0.137
1.215
-0.070
0.995
-0.100
0.542
0.233
0.845
-0.162
0.681
-0.152
0.948
-0.033
0.596
-0.107
0.601
-0.025
0.732
(n=27)
(n=9)
(F)
(F)
0.167
0.638
0.024
0.577
0.095
0.708
-0.094
0.631
-0.118
0.547
0.036
0.720
0.143
0.578
-0.247
0.950
0.284
0.604
0.025
0.877
-0.185
0.752
0.000
0.530
-0.111
0.923
-0.120
0.810
-0.186
0.802
-0.074
1.152
0.259
0.637
-0.112
0.764
-0.741
1.009
-0.056
0.982
0.056
0.671
State
Enterprise
Officer
(n=14)
(n=9)
Mean
S.D.
(C)
(D)
Governme
nt Officer
(n=70)
Other
Price
(n=271)
OwnerProprietor
Product
Private
Company
Officer
Characteristic
Student
Occupation
-0.112
0.944
0.297
0.827
0.222
0.729
0.370
0.823
0.370
0.310
0.167
0.935
0.139
1.393
LSD
0.443
0.818
0.687
0.633
0.57
0.723
0.647
0.664
1.432
0.212
0.201
0.962
0.281
0.923
indicated that different occupations held different perception of SF World Cinema in
69
relative to Paragon Cineplex. Therefore, it was concluded that customers with

different occupations had no significantly different perception of SF World Cinema
and Paragon Cineplex regarding product, price, place, promotion, physical evidence,
people and process. It showed different occupations do not felt difference towards
Hypothesis 12: Customers with different monthly incomes hold different perception
H120: Customers with different monthly incomes do not hold different perception
H12a: Customers with different monthly incomes hold different perception towards
Table 4.22
F-test different monthly incomes and different perception towards
marketing attributes of SF World Cinema in relative to Paragon Cineplex
Promotion
Physical
Evidence
People
Process
(B)
-0.144
0.847
0.128
0.794
-0.088
0.790
0.011
0.740
0.022
0.696
-0.106
0.813
-0.093
0.758
(n=61) (n=26)
Mean
S.D.
(C)
(D)
-0.328
-0.090
1.144
0.656
-0.082
0.475
1.143
0.773
-0.257
0.066
1.134
0.900
-0.284
-0.129
1.318
0.534
-0.206
-0.051
1.020
0.460
-0.369
-0.135
1.056
0.672
-0.217
-0.135
0.829
0.725
(n=33)
(n=22)
(F)
-0.030
0.669
0.182
0.631
-0.020
0.603
-0.081
0.687
-0.011
0.567
-0.121
0.781
-0.046
0.830
(F)
-0.319
1.062
0.317
0.724
0.135
0.947
-0.167
1.356
-0.122
0.671
0.046
0.963
0.193
1.020
10,001 B
20,000 B
(A)
-0.122
1.064
0.053
1.140
0.008
1.125
0.057
1.070
-0.055
1.117
-0.043
1.320
0.015
1.080
More than
40,001
Baht
Place
(n=94)
30,001 B
40,000 B
Price
(n=164)
20,001 B
30,000 B
Product
5,000 B
10,000 B
Characteristic
Less than
5,000 B
Income
LSD
0.67
0.647
1.499
0.189
0.893
0.486
1.177
0.32
0.492
0.783
0.915
0.471
0.937
0.457
70
indicates that different monthly incomes held different perception of SF World
Cinema in relative to Paragon Cineplex. Therefore, it was concluded that customers
with different monthly income have no significantly difference perception of SF
World Cinema and Paragon Cineplex in term product, price, place, promotion,
physical evidence, people and process. It means different monthly incomes do not felt
difference towards marketing attributes of SF World Cinema in relative to Paragon
Cineplex.
Table 4.23 Hypothesis testing conclusions of different personal information and
different perception towards marketing attributes of SF World Cinema
in relative to Paragon Cineplex.
Gender
Age
Educational
Level
Occupation
Personal
Income
Difference Perception between SF World Cinema and Paragon Cineplex
Product
Price
Place
Promotion
Physical Evidence
People
Characteristic
X
X
X
X
Process
Remark: means Customers with different personal information hold different perception towards marketing
X means Customers with different personal information do not hold different perception towards
CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
Conclusions
Movie cinema business in Thailand has grown continually. Nowadays, the movie
cinema business is highly competitive and there are two key players in the market, Major
Cineplex and SF Cinema. New concepts of movie cinema in Thailand were first launched
as Paragon Cineplex in 2006 to serve powerful customers, and it was very successful. SF
World Cinema was opened in January, 2007 but it was not successful as Paragon
Cineplex, although they are located nearby. Therefore, the objectives of this study were
1) to study the personal factors and customer behavior of SF World Cinema and Paragon
Cineplex customers 2) to study customer perceptions towards the marketing attributes 3)
to compare perception towards marketing attributes between SF World Cinema and
Paragon Cineplex, and 4) to study different perception towards marketing attributes
between/among customers with different personal factors.
A sample of 400 respondents who aged above 15 years and ever have watched the
movie at both SF World Cinema and Paragon Cineplex was drawn by convenience
sampling method in Ratchadumri area where both cinemas located. Self-administered
questionnaire was used as data collection method. The data was analyzed using
descriptive statistics including frequency percentage, mean and standard deviation.
Hypotheses were tested using inferential statistics including t-test, F-Test (ANOVA), and
LSD at the significant level of 95%.
There were 400 respondents in this study; 62.8% of the respondents were female.
Most of the respondents were between 18-22 years old and graduated with high
school/vocational certificate or lower. Most of them were students and earned less than
5,000 Baht.
72
The study of the customer behavior of SF World Cinema and Paragon Cineplex
found that most respondent came to watch movies once per month usually watched the
movie at SF World Cinema. Most respondents watched movies at their convenience days,
time from 14.00 to 16.00, and came with friends. The purpose of watching movies was
for relaxation and most of them searched information on cinema from the Internet.
On customer perception, the study found that the respondents were somewhat
positive perception towards marketing attributes regarding product, price, place,
promotion, physical evidence, people, and process of SF World Cinema and Paragon
Cineplex. But the mean scores of Paragon Cineplex were higher than those of SF World
Cinema.
The hypothesis testing found that customers had different perception towards
marketing attributes in term of product and people attributes between SF World Cinema
and Paragon Cineplex. On the other hand, customers had no different perception towards
marketing attributes regarding price, place, promotion, physical evidence and process
Moreover, the hypothesis testing found that the respondents of different gender
had different perception towards marketing attributes regarding process and people of SF
World Cinema and Paragon Cineplex. Meanwhile the respondents with different age,
educational level, occupation and monthly income do no held different perception
towards marketing attributes regarding product, price, place, promotion, physical
evidence, people, and process of SF World Cinema in relative to Paragon Cineplex.
Limitations of the Study
1.
This study focused on SF World Cinema and Paragon Cineplex and its
findings applied to only the two cinemas and locations of SF Cinema City and Major
Cineplex cinemas.
73
2.
This study focused on marketing attributes which matched with service
marketing mix of SF World Cinema and Paragon Cineplex and covered some items of
marketing mix. Thus, the result of the study applied to only the items mentioned.
3.
This period of the study was from 14-22 February, 2009. So, its findings
apply to only that period.

Recommendations
1.
The first attribute that SF World Cinema should improve is product
attribute because most customers hold different perception in terms product towards SF
World Cinema and Paragon Cineplex Customers perceive Paragon Cineplex as having
higher quality in terms of product than SF World Cinema, especially the clearness of
sound and picture system. But in fact the sound and picture systems of the two cinemas
have no difference. Moreover, SF World Cinema uses new innovations in sound and
picture systems called Digital B-Chain and Digital 2.0 k, which is a world class system.
Thus, SF World Cinema should communicate that the sound and picture systems that it
uses are better than those of Paragon Cineplex. SF World Cinema may invite media
representatives or celebrities to watch a movie at the cinema, Premier movie at cinema by
invite customers come to watch a movie with high technology of sound and picture
system, etc.
2.
The second attribute is one of process movie checking point at SF
World Cinema. SF World Cinema should increase the number of movie checking points
in Central World because customers have different perception towards this attributes
between SF World Cinema. Paragon Cineplex has movie checking points at the entrance
door and box offices on both the main street floor and the 5th floor which the convenience
of customers to check movie schedules and buy tickets. Thus, SF World Cinema should
increase the numbers of movie checking points and box offices at Central World,
especially on the 1st floor or BTS entrance door.
74
3.
In terms of people factors, customers have higher positive perception
towards the staff of Paragon Cineplex than towards the staff of SF World Cinema. SF
World Cinema should therefore improve the service of its staff. This might be main the
reason that customers do not want to watch movies at SF World Cinema. The target
group of SF World Cinema is movie viewers in B Class (High income) who are more
concerned about services than other groups. Thus, SF World Cinema should train its
staff, especially on customer service, so that they can cater to moviegoers in a
professional manner. Moreover, SF World Cinema should motivate its staff with some
rewards if they can achieve high performance in each month.
Moreover, the study shows that most customers come to watch movies on
weekends from 14.00 to 16.00. Thus, SF World Cinema should have more staff to take
care the customers during such periods.
4.
Customers perceive that the movie ticket prices of SF World Cinema are
worthier than Paragon Cineplex because SF World Cinema uses time pricing in setting
movie ticket prices. The movie ticket prices of SF World Cineplex and Paragon Cineplex
are equal on weekends but the ticket prices of SF World Cineplex are cheaper than
Paragon Cineplex on weekdays. The customers feel that SF World Cinema gives overall
price factors higher than Paragon Cineplex. Thus, the price factor should be a key
strategy for SF World Cinema to promote as their strength. For example, SF World
Cinema may use price lining strategy to set different movie ticket prices according to the
differences of seats or lines of seats.
5.
For most customers, the frequency of watching movies at a cinema is once
per month. Therefore, cinemas should offer promotions to increase the frequency of
watching movies, such as giving a special movie price for 10 tickets and an unlimited
movie ticket pack in one month.
75
6.
Most customers usually come to watch movies at SF World Cinema
nearby Paragon Cineplex and some customers come to watch movies both cinemas. It
shows that customers can switch to the cinema that fits with their need. Cinemas should
use Customer Relationship Management (CRM) methods in retaining customer loyalty,
such as keeping the customers updated about the cinemas activities via SMS, e-mail,
direct mail etc.
7.
Most customers come to a movie for a meeting with friends. Therefore,
cinemas should find more activities that encourage friends to get together, such as if three
customers come together; they will get one ticket free.
8.
The internet is a channel that customers use in searching movie and
cinema information. Therefore, cinemas should keep updating their websites as the
internet can communicate directly with customers and is cheaper than other channels.
9.
As the perception about promotion factors of SF World Cinema was lower
than other factors, SF World should have attractive promotions to gain more customers or
build higher perception with SF World Cinema such as movie-buffet tickets, special
discounts for movie ticket, upgrade seats for movie tickets etc.
10.
SF World Cinema should have constant communication with customers
about the cinema by integrated marketing communication (IMC) strategy as it does not
only advertise but also include promotion, personal selling, public relations, direct
marketing, event marketing, words-of-mouth, etc. SF World Cinema may also
communicate with its target groups through such channels as TVC in Drama program,
radio Spot in EFM, Seed, Hot Wave, magazines advertising in Cleo, GM magazine,
Billboard at BTS Station, Newspaper advertising in Thairath, Dairy News and Website
on sanook.com, MSN Thailand, etc.
76
Recommendations for further study

1.
From hypothesis testing, customers of different age, education, occupation
and monthly income held no different perception towards marketing attributes of SF

World Cinema and Paragon Cineplex. Meanwhile, SF World Cinema and Paragon
Cineplex have different target groups of customers. Thus, customers with different
personal information should have different communication messages and the messages
delivered to customers should be classified by target group. Thus, SF World Cinema
should study reasons of customer have no different towards marketing attributes of SF
World Cinema.
2.
For SF World Cinema, it should study about marketing mix attributes that
have impact on their target customers and make their perception different from the
perception towards Paragon Cineplex. Moreover, SF World Cinema should study in
detail which marketing mix attributes affect customer perception and have higher
perception than Paragon Cineplex. SF World Cinema should also study in detail which
marketing mix attributes have lower perception than Paragon Cineplex and can make
customer switch to other cinemas and find solutions to improve customer loyalty with SF
World Cinema.
3.
From hypothesis testing, customers of different gender held different
perception in terms of people and process, with male customers having lower perception
towards SF World Cinema in terms of people and process than towards Paragon
Cineplex. Thus, SF Cinema should study deeply why males and females have different
perception towards both cinemas and which factors have effects on customer perception.
4.
Finally, since this study focused on marketing mix and customer
perception of only SF World Cinema and Paragon Cineplex, future studies can expand to
other theaters and cover other factors that may affect customer satisfaction, loyalty and
brand images.
REFERENCES
Aaker, D.A. and Myers, J.G.1987. Advertising Management, 3rd ed. London:PrenticeHall International.
Bayus, B. L. 1985.Word of Mouth: The Indirect Effects of Marketing Efforts,
Journal of Advertising Research. (June-July), pp. 31-39.
Berelson, B. and Steiner, G. A. 1964. Human Behavior: An Inventory of Scientific
Findings. New York: Harcourt.
Bitner, Mary Jo and Zeithaml, ValarieA. 1996. Service Marketing. 1st ed., New
York:The McGraw Hill.
Burn A. C. and Bush R. F. 2006. Marketing Research. 5th ed. New Jersey: Pearson
Prentice Hall.
Chanchaivoravit P.2007. Perception of international backpackers toward security
incidents in Thailand. Master of Business Administration, International MBA
Program Graduate School, Kasetsart University
Chanpasoot P.2004. The Customer Satisfaction towards Service Major Hoolywood at
Changwattana Branch. Master of Business Administration, International MBA
Program Graduate School, Kasetsart University
Kasikorn Research. 2007. Cinema Business in 2007: confront with bad factor
should adapt to lifestyle (online) http://www.kasikornreseach.com/potral/site/
KResearch/rsh_d/?id=8227&icid=5 (online). November 20, 2008. (in Thai)
78
Kotler, P. 2000. Marketing Management: The millennium edition. (10th ed.). New
Jersey: Prentice Hall, Inc.
Kotler, P., K. L. Keller, S. H. Ang, S. M. Leong and C. T. Tan. 2006. Marketing
Management: An Asian Perspective. 4th ed. Singapore: Prentice Hall.
Major Cineplex Group Public Company. 2008. Annual Report 2007.
Manager Media Public Company. 2007. Cinema Business in 2007: confront with bad
factor should adapt to lifestyle (online) http://www.gotomanager.com/news/
details.aspx?id=55961. November 20,2008. (in Thai)
McDonald, M. and Payne, A. 1996. Marketing Planning for Service. 1st ed. Butterwirth
Heinemann.
NKT News Co., Ltd. 2008. SF World Cinema 4 months low movie ticket traffic
(online). http://www.bangkokbizweek.com/20070501/market/index.php?news=
column_23567570.html. August 3,2008 (in Thai)
Pitiwuttinun P.2001. The Customer Satisfaction towards Service of the multiplex IV

Cinema at The Mall Ngamwongwan Branch. Master of Business
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University.
Poolphan M.2008. Customers Opinions towards brand extension: A case study of
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Administration, International MBA Program Graduate School, Kasetsart
University.
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Puth, G., Mostert, P., and Ewing, M. 1999. Consumer perceptions of mentioned
product and brand attributes in magazine advertising Journal of product and
brand management. Volume 8 No.1. pp 38-47.
Rao, Bithala R. 1984. Pricing Research in Marketing: The State of Art Journal of
Business.(January). P 539.
Sciffman, L. G. and Kanuk, L. L. 2000. Consumer Behavior. 7th ed. New Jersey:
Printice-Hall.
SF Cinema City. 2009. SF Milestone (online). http://www.sfcinemacity.co.th/index.php/
en/history. January 12,2009
Shao, Alam T. 2002. Marketing Research: An Aid to Decision Making. 2nd ed. USA:
South-Western.
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Appendix A
Questionnaire
82
Questionnaire
This questionnaire is used for a part of study and research topic To study perception customer
toward Paragon Cineplex and SF World Cinema conducted by Kasetsart International Master Degree
of Kasetsart University in individual research subject. Please answer each question from your
experience. Thank you for your kindness.
Part 1: Personal Factors of Respondents

(Please mark X in the blank only one choice that match with your characteristics.)
1. Gender
Male
Female
2. Age
>15 18 years old
>18 22 years old
>22 29 years old
>29 35 years old
>35 40 years old
>40 years old
3. Education
High School/Vocational Certificate or lower
......
Bachelor Degree
.....
Others (Please specify) ____________
Diploma/High Vocational Certificate
Master Degree or higer
4. Occupation
Student
Private Company Officer
State Enterprise Officer
.....
Government Officer
Owner-Proprietor
10,001 20,000 Baht
5. Total monthly income (Baht)
Less than 5,000 Baht
5,000 10,000 Baht
20,001 30,000 Baht
30,001 40,000 Baht
More than 40,001 Baht
Part 2: Customer Behavior of Paragon Cineplex and SF World Cinema

(Please mark X in the blank only one choice that match with your idea.)
1. Normally, How often do you come to watch movie at the cinema?
1-2 times per week
2-3 times per month
2-3 months per time
......
once per month
Next page
83
2. Normally, Which cinemas do you usually come to watch movie between Paragon Cineplex and SF
World Cinema?
Paragon Cineplex is prefer
SF World Cinema is prefer
2 places equally
3. Normally, Which days of the week do you usually come to watch movie at the cinema?
Monday-Friday
.....
Prior to convenience
Weekend or Official Holidays
4. Normally, Which time do you usually come to watch movie at the cinema?
.....
10.00-12.00 AM
.....
12.01-14.00 PM
..
14.00-16.00 PM
16.01-18.00 PM
..
18.00-20.00 PM
After 20.00 PM
5. Normally, Who is usually come to watch movie with you?
Friends
Family
Girlfriend/Boyfriend
Alone
6. Normally, What is your reason come to watch movie at the cinema? (Can answer more than 1)
......
Relaxation
......
A family activity
......
Meeting with up friends
.....
Kill the time
......
I can discuss with friends
......
Friend ask me to go
......
For entertainment
.....
Movies fan
......
Dont want to miss new movie
......
Its dating activity
......
Cinema has various activity
Special event such as anniversary, father day

Etc.
......
7. What sources do you usually use to checking information of Paragon Cineplex and SF World
Cinema? (Can answer more than 1)
Newspaper
Internet
......
Call Center
......
Program at cinema
......
Friends or others
...
Television
......
Mobile Phone/GPRS/WAP
......
Others (Please specify) ___________
Next page
84
Part 3: What is your level of perception toward characteristics of Paragon Cineplex and SF
World Cinema
(Please mark X in the blank only one choice that match with your idea.)
Sample
Food Quality
Low
7 High
Cannot
find
answer
SF World Cinema
1
Unclear
Clear
Unclear
Clear
Show time of cinema
Little
Various
Unsuitable
Suitable
Unsuitable
Suitable
Unworthy
Worthy
Difficult
Easy
Movie ticket price for normal

seat
Movie ticket price for VIP
seat
If compare movie ticket price
with service get from watch
movie
Search on cinema location
Inconvenient
Convenient
Parking Lots
Inconvenient
Convenient
Insipid
Interesting
Unworthy
Worthy
Insipid
Interesting
4
5
6
10
11
12

Partner (Example: Credit
Card, Mobile Phone, Soft
Drink)
member card (Example: SF
Smart Purse, Paragon
Cineplex Movie Gift Card)
(Example: Love Movie,
Asian Movie, Oscar Movie)
13
Uncomfortable
Comfortable
14
Bad
Good
15
Inadequate
Adequate
16
Impolite
Polite
17
Concentration in the service

of staff
Bad
Good
18
Difficult
Easy
Slow
Fast
Intricate
Simple
Slow
Fast
19
20
21

Box Office
on internet
Next Page
85
Cannot
find
answer
Paragon Cineplex
1
Unclear
Clear
Unclear
Clear
Show time of cinema
Little
Various
Unsuitable
Suitable
Unsuitable
Suitable
Unworthy
Worthy
Difficult
Easy
Movie ticket price for normal

seat
Movie ticket price for VIP
seat
If compare movie ticket price
with service get from watch
movie
Search on cinema location
Inconvenient
Convenient
Parking Lots
Inconvenient
Convenient
Insipid
Interesting
Unworthy
Worthy
Insipid
Interesting
4
5
6
9
10
11
12

Partner (Example: Credit
Card, Mobile Phone, Soft
Drink)
member card (Example: SF
Smart Purse, Paragon
Cineplex Movie Gift Card)
(Example: Love Movie,
Asian Movie, Oscar Movie)
13
Uncomfortable
Comfortable
14
Bad
Good
15
Inadequate
Adequate
16
Impolite
Polite
17
Concentration in the service

of staff
Bad
Good
18
Difficult
Easy
Slow
Fast
Intricate
Simple
Slow
Fast
19
20
21

Box Office
on internet
Thank You
***************************
86

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INDEPENDENT STUDY

CUSTOMERS PERCEPTION TOWARDS MARKETING ATTRIBUTES OF

GRADUATE SCHOOL, KASETSART UNIVERSITY

CUSTOMERS PERCEPTION TOWARDS MARKETING ATTRIBUTES OF

An Independent Study Submitted in Partial Fulfillment of

Napasorn Vacharapanich 2009: Customers perception towards marketing

Hypotheses were tested using inferential statistics

Date/ Month/ Year

My thanks also go to my parents for their advice and support extended to me

Benefits of the Study

Scope of the Study

Service Concept and Marketing Mix

The Measurement of perception

Background of SF World Cinema and Paragon Cineplex

METHODOLOGY OF THE STUDY

Population and Samples

TABLE OF CONTENTS (CONTINUED)

RESULTS AND DISCUSSIONS

Part 2 Customer Behavior in Watching of Respondents

Part 3 Perception towards Marketing Attributes of Respondents 48

CONCLUSIONS AND RECOMMENDATIONS

Limitations of the Study

Recommendations for Further Study

Market value of movie cinema business in Thailand

Number of cinemas and screens in Thailand by brand

Number of customers in the first four months at Paragon Cineplex

Number of customers in the first four months at SF World Cinema

A Comparison of the numbers of customers of SF World Cinema

Characteristic of SF World Cinema and Paragon Cineplex

Rating Sample Size by Taro Yamane table

Date and Time for collecting questionnaires

The personal information of respondents

Frequency of watching movie at cinema

Cinema where respondents usually watch movies

Day of watching movies

LIST OF TABLES (CONTINUED)

Time of watching movies

Reason for coming to watching movie at cinema

Respondents perception towards marketing attributes of

4.10 Paired t-test different in customers perception in product attributes

4.11 Paired t-test different in customers perception in price attributes

4.12 Paired t-test different in customers perception in place attributes

4.13 Paired t-test different in customers perception in promotion attributes

4.14 Paired t-test different in customers perception in physical evidence

4.15 Paired t-test different in customers perception in people attributes

LIST OF TABLES (CONTINUED)

4.16 Paired t-test different in customers perception in process attributes

4.17 Hypothesis testing conclusions of different in customers perception in

4.18 t-test different gender and different perception towards marketing

4.20 F-test different educational levels and different perception

4.21 F-test different occupation groups and different perception towards

4.22 F-test different monthly income and different perception towards

4.23 Hypothesis testing conclusions of different personal information and

1.1 Thailand Cinema Business market share in 2007

2.1 Model of Consumer Behavior

2.2 Conceptual Framework

4.1 Profile of SF World Cinema and Paragon Cineplex perception

Market value (million baht)

Source: Kasikorn Thai Research Center, 2007

Figure 1.1 Thailand Cinema Business market share in 2007

The cinema business which operated by well-known companies in Thailand has

Table 1.2 (Continued)

Century Movie Plaza

Jan-06 Feb-06 Mar-06