Z E N I A NAudience Perceptions and

Demographics

For fulfillment of VCR By James Jessup

Overall Customer Satisfaction is High

Excellent Good Fair Poor Very Poor0

20

40

60

80

100

120

140

160

180

Ferris Bueller Willy WonkaOld School

Excellent46%

Good49%

Average/ Fair4%

Poor 0.3%

Very Poor1%

Parking, Signage, Cleanliness correlate to

Overall Satisfaction

GenderMarital Status SignageParking Clean Overall Age Income

Hear About

Gender 1.000

Marital Status 0.068 1.000

Signage -0.097 0.089 1.000

Parking -0.085 -0.067 0.467 1.000

Clean -0.064 -0.010 0.359 0.449 1.000

Overall -0.070 0.049 0.391 0.5180.3701.000Age -0.012 -0.517 -0.093 -0.019 0.012 -0.017 1.000

Income -0.033 -0.337 0.009 0.015 0.021 0.001 0.122 1.000

Hear About 0.036 0.079 0.105 0.104 0.081 0.080 -0.087 -0.037 1.000

Correlation Coefficients

Most patrons are younger, single women

Married30%

Single70%

Infant-128%

13-3053%

31-6036%

60+3%

Age

65% Female

35% Male

< $50K $50 - $100K $100K+0%

10%20%30%40%50%

45% 26% 29%

Annual Income

Few Significant DifferencesMovie Gender Marital Status Age Income

Male37%

Female63%

Married30%

Single70%

Infant-129%

13-3051%

31-6035%

60+5%

< $50K42%

$50 - $100K30%

$100K+28%

Male33%

Female67%

Married30%

Single70%

Infant-128%

13-3054%

31-6037%

60+2%

< $50K49%

$50 - $100K24%

$100K+28%

Male41%

Female59%

Married35%

Single65%

Infant-126%

13-3063%

31-6031%

< $50K44%

$50 - $100K22%

$100K+34%

Word-of-Mouth brings in the most Patrons

Television

Newspaper

_x0005_Radio_x0003_Web

_x000d_Word of Mouth

0

100

200

Ferris Bueller

Willy Wonka

Old School

Key Data Characteristics• Data was collected in categories– This leads to easier generalizations– Comes at the cost of exactitude

• Data was formatted incorrectly– Numerical Data was formatted as text– Different researches entered data differently– Data should be consistent for efficiency and clarity

Findings• Patrons are more likely Single Females• Females are happier with Cleanliness and

Parking than Males• Females not as satisfied with Signage as Males• Old School appeals to more Married Patrons• Old School has highest Overall Satisfaction (by%)• Willy Wonka had highest ticket sales, Ferris-2nd

Assumption: All data was collected same night; first at Ferris Bueller,

then at Willy Wonka, then Old School

If this is true:• Patrons were less happy with Signage for Old

School*– Perhaps better lighting for signs for later shows?

• Cleanliness Satisfaction decreased with later shows*

• Number of Older Patrons decreased with later shows

*(not by a significant margin)

Recommendations

• Increase Word of Mouth through social media• Improve lights for Signage• Automate data collection practices through

technology to obtain consistent formats• Clean between shows all night• Target appropriate brand audiences (Seniors

earlier in evening, Females)• Market to desired demographics