(TIỂU LUẬN) STATISTICS IN ECONOMY AND BUSINESS TOPIC FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF CGV MULTIPLEX CINEMA IN HO CHI MINH CITY

MINISTRY OF EDUCATION & TRAINING UEH UNIVERSITY– BUSINESS SCHOOL SCHOOL OF ECONOMIC MATHEMATICS - STATISTICS ---FINAL PROJECT COURSE: STATISTICS IN ECONOMY AND BUSINESS TOPIC: FACTORS AF

MINISTRY OF EDUCATION & TRAINING UEH UNIVERSITY

– BUSINESS SCHOOL SCHOOL OF ECONOMIC

MATHEMATICS - STATISTICS

-FINAL PROJECT COURSE: STATISTICS IN ECONOMY AND BUSINESS

TOPIC: FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF CGV MULTIPLEX CINEMA IN HO CHI MINH CITY Class

Instructors

Group

: IBC02 : Trần Hà Quyên : Hoàng Thị Thanh Bình

Oh Hyo Vương Minh Nhi Đặng Ngọc Khánh Thi Hoàng Thái Như Vy

Ho Chi Minh City, October 2021

GROUP 2:

Hoàng Thị Thanh Bình 31201020092 100%

With the rapid development of today's society, people's living standards are increasingly improved, spiritual needs have also become popular and requirements are met In Western countries, going to the cinema to watch movies has become so familiar for centuries, especially for less developed countries like Vietnam, exposure to this entertainment technology has only just developed many decades back Therefore, Vietnam is considered a potential market, especially in big cities, such as Ho Chi Minh City With the current market opportunity, cinemas

in Ho Chi Minh City in general and Vietnam in particular, have taken positive actions to improve their competitiveness compared to the rest of the competitors, from service delivery to service delivery communication and promotional activities One of the cinemas mentioned above, it is impossible not to mention names such as Galaxy, Lotte Cinema, BHD Cinema and especially the CGV theater system of CJ Group

For the above reason, the research team decided to carry out the research project

“STATISTICS OF FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF CGV MULTIPLEX CINEMA IN HO CHI MINH CITY.” in order to provide analysis and assessment of the level of consumer satisfaction with CGV, thereby making some personal recommendations to promote the existing advantages of the service, as well as improve shortcomings with the goal of making CGV the first name that comes to mind when it comes to movie theater services

In the research paper, the authors give 6 main factors that directly affect the

audience's decision to choose CGV service such as Willingness to pay for price of movie

tickets, Quality of movie theatre, Quality of service, Accompanying and Marketing The

research topic was surveyed from 222 surveyors from all over Ho Chi Minh City through

the Google Form tool The research conducted by the authors intends to propose solutions

to help CGV grow from increasing the number of new customers as well as continuing

with customers who have been using the service

TABLE OF CONTENTS

SUMMARY 2

CHAPTER 1: INTRODUCTION 6

1.1 Context of research: 6

1.1 Research problem statement: 7

1.2.1 Research question: 7

1.2.2 Research problem: 7

1.3 Purpose of survey 7

1.4 Research scope and object 8

CHAPTER 2: THEORETICAL BASIS, PREVIOUS RESEARCH RESULTS AND RESEARCH MODEL OF THE GROUP 9

2.1 Theoretical basis 9

2.1.1 Descriptive statistics: 9

2.1.2 Statistical Inference: 9

2.1.2.1 Estimated overall range: 9

2.1.2.2 Hypothesis testing a population: 10

2.1.3 Introduction about CGV: 11

2.1.3.1 Definition of entertaining service: 11

2.1.3.2 Characteristics of cinema: 12

2.1.3.3 Position of CGV on cinema market in Viet Nam: 12

2.1.4 Relevant theoretical models: 15

2.1.4.1 Consumer and Consumer behavior theory 15

2.1.4.3 Buyer Decision Making Process 17

2.2 Previous research results: 18

2.2.1 Research by Amornsri Tanpipat, Sirijanya Kuawiriyapan, và Taweerapat Eiamcharoom (2016) 18

2.2.2 Research by Nguyen Thi Bao Trinh (2016) 18

2.2.3 Research by W&S - Online Market Research company (2012) 19

2.3 Research model of the group: 19

CHAPTER 3: METHODS OF RESEARCH 22

3.1 Data objective 22

3.2 Data approach 22

3.3 Analysis plan 22

The authors will conduct the analysis through two methods: qualitative research and quantitative research 22

3.3.1 Qualitative Research 22

3.3.2 Quantative Research. 25

3.4 Reliability and validity 25

CHAPTER 4: ANALYSIS AND RESEARCH RESULTS 27

4.1 Descriptive statistics: 27

4.2 Accreditation: 54

4.2.1 Accreditation about quality of CGV multiplex cinema 54

4.2.2 Accreditation about quality of service that CGV provides 55

4.2.3 Accreditation about promotion of CGV 56

4.2.1 Accreditation about location of CGV multiplex cinema 56

CHAPTER 5: PROPOSED AND CONCLUSION 58

5.1 Proposed: 58

5.2 Conclusion: 59

REFERENCES 61

LISTS OF TABLES

Figure 2 1: Market share of movie cinemas in Vietnam 13

Figure 2 2: CGV 's business results between 2012 and 2016 14

Figure 2 3: Number of theaters and rooms of CGV 14

Figure 2 4: The Model of Buyer Behavior 16

Figure 2 5: Factors influence consumer behavior 16

Figure 2 6: Buyer decision process 17

Figure 2 7: Research model of Amornsri Tanpipat, Sirijanya Kuawiriyapan, and Taweerapat Eiamcharoom (2016) 18

Figure 2 8: Research model of Nguyen Thi Bao Trinh (2016) 18

Figure 2 9: Research model of W&S company (2012) 19

Figure 2 10: Model of Consumer Behavior by Philip Kolter 20

Figure 2 11: Research model of the decision to choose CGV of the audience 21

Chart 1: The model of the age of audience 28

Chart 2: The model of the monthly income of audience 29

Chart 3: The model of the impact of ticket prices on consumer behavior 30

Chart 4: The graph shows the degree of influence of facilities on consumer behavior 32

Chart 5: The graph shows the level of influence of service quality on consumer behavior 37

Chart 6: The graph shows the degree of influence of the promotion policies on consumer behavior 43

Chart 7: The influence of CGV's geographical location on consumer behavior 48

Chart 8: Frequency of using CGV's multiplex cinemas’ service 53

Chart 9: Information channels about CGV 54

Table 3 1: Corresponding factors and scales 23

Table 3 2: Reliability test by Cronbach's Alpha coefficient 25

Y Table 4 1: Descriptive statistical analysis 27

CHAPTER 1

INTRODUCTION

1.1Context of research:

In the current period, Vietnam's economy is developing rapidly Becoming an official member of the World Trade Organization WTO has brought Vietnam opportunities to access extensive and potential markets and creates competitive pressure for businesses in all fields, including entertainment

Many decades back, with the rapid development of today's society, people's living standards are increasingly improved, spiritual needs have also become popular, and requirements are met In Western countries, going to the cinema to watch movies has become so familiar for centuries, especially for less developed countries like Vietnam, exposure to this entertainment technology has only just developed With the current market opportunities and the development of cable television services, the film market will advance rapidly The appearance of many new cinema clusters has made the competition more and more fierce, from the supply stage—services to communication and promotion activities In one of the cinemas mentioned above, it is impossible not to mention names such as Galaxy, Lotte Cinema, BHD Cinema, and especially the CGV theater system of CJ Group

As a pretty sensitive corporation to great opportunities and has appeared in many business fields in Vietnam, CJ spent $ 70 million to take over the Megastar cinema system and change its name to CGV After the successful takeover, CGV has made many improvements to improve service quality and attract more and more customers to CGV However, besides customers who have a positive attitude towards CGV, there are mixed opinions that the old Megastar has more advantages and is more suitable for Vietnamese customers

Satisfying customer needs is very important If the needs are satisfied to the maximum, customers have confidence in the products and services they provide, continue to use them, and bring sustainable profits to the company To do so, it is crucial to know what factors influence customer satisfaction

For the above reason, the research team decided to carry out the research project

"Factors affecting the decision to use the service of CGV multiplex cinema in Ho Chi Minh City." In this topic, the team will measure customers' satisfaction who come to watch movies

at the CGV cinema system in Ho Chi Minh City On that basis, determine the factors affecting customer satisfaction and its level of influence From there, some personal suggestions are made to promote the existing advantages of the service and improve the shortcomings to make CGV become the first name that comes to mind when it comes to cinema services

1.2.1 Research question:

Here are some research questions asked during the research to help manufacturers understand their customers' tastes and help them meet users needs:

- Question 1: Why choose CGV CINEMA cinema?

- Question 2: What is the quality of service that CGV CINEMA brings to you?

- Question 3: How satisfied are you with the service?

- Question 4: What services do you want CGV to change and develop more about?

1.2.2 Research problem:

In the topic "STATISTICS OF FACTORS AFFECTING THE DECISION TO USE THE SERVICE

OF CGV CINEMA IN HO CHI MINH CITY", the authors will study and analyze the factors affecting the choice of consumers when choosing choose to use GCV's services From there, conduct research and find solutions based on the surveyed data so that it can be easier to understand this service better.

1.3 Purpose of survey

Firstly, determining the factors affecting the intention to choose a CGV cinema for the audience in Ho Chi Minh City

From there, consider the impact of factors and audience characteristics on the intention to choose a multiplex cinema in Ho Chi Minh City

Based on the research results, make recommendations for managers at CGV multiplex cinemas in Ho Chi Minh City to refer for changes when they want to attract audiences to CGV multiplex cinemas to watch movies

1.4 Research scope and object

Research object: Factors affecting the decision to use the service of CGV multiplex cinema in

Ho Chi Minh City

Survey subjects: People from different aged have used the service of CGV multiplex cinemas at

least once time a month in Ho Chi Minh City

Research scope: Theoretical scope to investigate factors affecting the intention to choose

CGV multiplex cinemas of people from different aged in Ho Chi Minh City

Time range: The study took place from 1/10/2021 to 15/10/2021

Spatial scope: The report is made within Ho Chi Minh city

CHAPTER 2

THEORETICAL BASIS, PREVIOUS RESEARCH RESULTS

AND RESEARCH MODEL OF THE GROUP

2.1 Theoretical basis

2.1.1 Descriptive statistics:

methods Because CGV is the most popular multinational cinema chain in Vietnam today, it contains a lot of big data, which is difficult to understand directly with the original survey data Therefore, we use descriptive statistics to summarize large- to small-scale data in a general way with variable patterns and easier to understand (by computer software such as Excel, )

specifically as follows:

+ Qualitative: frequency distribution, frequency, percentage frequency, bar chart, pie chart has been presented as tabulation, charting procedures

+ Quantitative: frequency distribution, frequency, percentage frequency, histogram, cumulative frequency, cumulative frequency, cumulative percentage frequency, Ogive chart

2.1.2 Statistical Inference:

Statistical inference is the process of drawing conclusions about an underlying set based

on a sample or subset of data

2.1.2.1 Estimated overall range:

Because point estimation may or may not provide an accurate estimate of a population,

we need to use interval estimation to provide a confidence interval containing the population parameter value to be searched for, based on the analysis standardized distribution

Form: p´ ± margin error.

2.1.2.2 Hypothesis testing a population:

 Definition:

such as the population mean

 Calculation method:

- In general, there are three solutions:

Upper tail test: H0: µ ≤ µ0; Ha: µ > µ0

o Case 1: The test statistic µ for the σ known:

Method 1: Reject

H0: Lower: z < -zα Upper: z > zα

2 sides: |z| > zα/2 Method 2: p value Lower: p

Upper: 1-p

2 sides: + z > 0: 2(1-p)

Method 3: Estimates µ: x´ ± z

α / 2

√σ n

the value of the test statistic is z= x´−µ0

σ / √n

o Case 2: The test statistic µ for the σ unknown: the value of the test statistic is t=

s/ √n

Lower: t < -tn-1; α Upper: t > tn-1; α

2 sides: |t| > tn-1; α/2 Method 2: p value Lower/Upper: Area

2 sides: Area.2 Method 3: Test statistic for hypothesis tests aboutapopulation proportion

x´ −p0

z= √ p0 (1− p0 )

n

True and false conclusions in hypothesis testing:

2.1.3 Introduction about CGV:

2.1.3.1 Definition of entertaining service:

Entertainment service systems were born from the entertainment needs of people, thereby forming a network of providers to meet those entertainment needs And according to the Oxford dictionary, cinema is a term of a building in which films or movies are shown, in this case, the entertainment service referred to is the movie viewing service The object of this service is called the audience or viewer Cinema is called the seventh art, so it is extremely appropriate to compare watching movies with a play or attending a live concert Movies are physical, but the enjoyment of them brings many emotions to the viewer for a long period of concentration Therefore, with the demand for this entertainment service, these providers have been formed, called cinemas In addition to movie screening, the cinema also provides other services such as food service.

2.1.3.2 Characteristics of cinema:

About space:

- Only when the demand is great enough will cinemas appear So in this case, the authors survey customer behavior at CGV cinemas in Ho Chi Minh City - a developed city with many shopping centers, where many people gather to create sufficient demand for theaters.

- Placed in areas with guaranteed infrastructure, eligible for theater development

- Placed in a convenient place for moving (in big shopping malls, big hotels, ) About operating hours:

- Depends on the time spent by guests, most focus on outside working hours For example, afternoon, evening or late night, or can be active all day on weekends.

- Weather conditions greatly affect

- Highly seasonal: when blockbusters are produced or holidays with theme films Features of the management organization:

- In addition to providing movie theater services, the cinema also provides other accompanying services such as meals: including popcorn and fresh soft drinks.

- For convenient and easy management, businesses are divided into 2 main parts: Operation and Administrative departments (HR, Marketing, Accounting, ) For some large theater systems such as CGV, the management will be transferred to a representative in the administrative department at the cinema chief, from there operating down to each specific cinema.

2.1.3.3 Position of CGV on cinema market in Viet Nam:

CJ CGV is the largest multiplex cinema chain in South Korea and has branches in China, Indonesia, Myanmar, Turkey, Vietnam, and the United States The fifth largest multiplex theater company in the world, CJ CGV currently operates 3,412 screens at 455 locations in seven countries, including 1,111 screens at 149 locations in South Korea CGV takes its name from the first letters of the joint venture partners at the time of launching; CJ, Golden Harvest (Orange Sky Golden Harvest), and Village Roadshow