Predicting advance purchase of Ayala Cinema tickets through www.sureseats.com

Date of Publication

2005

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

James S. Ong

Defense Panel Chair

Leonardo R. Garcia

Defense Panel Member

Fredelita Demesa

Luz T. Suplico

Jaime S. Ong

Abstract/Summary

Time is the currency that consumers use in exchange for the services and products they buy. It is a valuable commodity especially in a technology driven century where the instance time is very important to the worthiness of a product or service being offered. Likewise in activities such as leisure, the birth of advance purchase through technology has introduced to us the marketing concept of disintermediation and the opportunity to make the most out of sales by enticing consumers to purchase early. The inspiration behind this research comes from the emergence of the first Philippine online reservation channel, www.sureseats.com. A dedicated website that caters to a niche of premium movie-goers who book their movie tickets early. The research hoped to establish the relationship between beliefs and its predictive ability to the likelihood of advance purchase through the use of the Theory of Planned behavior framework. The survey was administered to 200 active users of the website during the months of November January 2006 with respondents from the Glorietta and Greenbelt movie-goers as well as through an online survey. Associative statistical tools such as Pearson product moment correlation and Chi Square was used to determine strength and direction of relationship between behavioral, normative, and control beliefs to the likelihood of advance purchase.

Results from the study indicate that the beliefs tested are significant in affecting the likelihood to purchase in advance. Being a movie sequel follower and preventing negative experience in buying movie tickets proved to be stronger beliefs in driving advance purchase. When a movie-goer is anticipating a sequel or wants to avoid a negative experience from occurring, he or she is more likely to purchase in advance in most cases. However, it is inconclusive to state that these are the only beliefs that drive advance purchase. Though the other beliefs established a weak to no correlation, the significance alone is enough to prove that with further in-depth statistical analysis, the correlation between the other beliefs can be strengthened by means of qualifying the respondents or testing other variables in more detail.

Abstract Format

html

Note

Date from container: 2006.

Language

English

Format

Electronic

Accession Number

CDTG004048

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Reservation systems--Philippines; Consumer behavior--Philippines

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