Customer Perception Towards Online Reviews of Movies- A Study with Special Reference to Chennai
Keywords:
online reviews, critics, cinema, customer perceptionAbstract
Internet based movie reviews from critics and audience is a common tool used by the movie goers to understand about new movies as they do not want to waste their leisure time and money in poor movies. A research based on secondary data is carried on to analyse the customer perception towards those online movie reviews, after that a primary research based on a refined questionnaire was carried out. The research design is descriptive in nature. A structured questionnaire is used as the data collection tool. An online survey is carried out with the help of Google docs. Convenient sampling was used with a sample of 105 respondents out of which 100 samples are considered valid. This research concludes that online movie review have an impact on purchase decision of cinema tickets, internet is one of the important source of getting information about films and star value has a greater impact than negative reviews.
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