A study on impact of ambience, convenience and desire on behavioral intention of consumers for watching movies in multiplexes

Abstract

Multiplexes are increasing rapidly in India and single screen theaters are getting closed in recent years. This paper explains the influence of factors like ambience, convenience and desire on behavioral intention of consumers for watching movies in multiplexes. It is found from this study that desire positively influences consumers for watching movies in multiplexes. The insight from this study helps marketing managers for developing strategies so that consumers are motivated to visit multiplexes for watching movies.