Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Greenation International Journal of Economics and Accounting
Patel, Vasu
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Cinema on Consumer Purchasing Behaviour: An Analysis of Age and Gender Differences Patel, Vasu; Rajkotiya, Abhi; Mendpara, Lucky; Viramgama, Netra; Chauhan, Rahul; Maseleno, Andino
Greenation International Journal of Economics and Accounting Vol. 2 No. 4 (2024): Greenation International Journal of Economics and Accounting (December 2024 - F
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v2i4.306

Abstract

This study explores the relationship between cinema and consumer Behaviour, focusing on how age and gender influence purchasing decisions after viewing movies. A total of 105 respondents from Ahmedabad, India, were surveyed using a structured questionnaire that assessed movie-watching habits, preferred platforms, and the impact of films on purchasing Behaviour. The data was analyzed using **SPSS** with **ANOVA (Analysis of Variance)** to examine the differences in Behaviours across different age groups and genders. The results revealed that while age significantly influenced whether respondents made purchases after seeing products in films, gender did not have a substantial effect on viewing habits or purchase decisions. The findings highlight the increasing influence of cinema, particularly among younger audiences, in shaping consumer preferences for products and services. The study suggests that the entertainment industry and marketers can benefit from a deeper understanding of these trends to better target consumer segments. Future research could explore the impact of cultural factors and digital media on these Behaviours.
Co-Authors Andino Maseleno Chauhan, Rahul Mendpara, Lucky Rajkotiya, Abhi Viramgama, Netra