Table 1 shows findings from market research for a new independent cinema. The owner wants to segment customers before selecting films and setting ticket pri...
Question 1 Report
Table 1 shows findings from market research for a new independent cinema. The owner wants to segment customers before selecting films and setting ticket prices.
(a) Which customer group made the most visits per month? [1]
(b) Identify one way the cinema could adapt its product for families with children. [2]
(c) Explain why offering a student ticket price may help the cinema meet its sales objective. [2]
Answer Details
(a) Students aged 16 to 21 made the most visits per month. [1]
Note: the numerical Table 1 referred to in the question is not included in the supplied material, so the response follows the stated table finding in the mark scheme.
(b) The cinema could show children’s films and schedule them for Saturday afternoons. This adapts the product and timing to the needs of families with children. Other acceptable adaptations include child-sized snacks or family seating. [2]
(c) Students may have lower disposable income and may therefore be price sensitive. A student ticket price can encourage more student visits, increasing total ticket sales or filling seats that would otherwise be unused. [2]
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