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Consumer Behavior Study - Reserved Seating at the Movies
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Consumer Behavior Study - Reserved Seating at the Movies

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Study of consumer behavior and opinion for the Alamo Drafthouse in Austin. Integrated customer feedback surveys, interviews, intercepts, and consumer behavior theories to provide an analysis of the …

Study of consumer behavior and opinion for the Alamo Drafthouse in Austin. Integrated customer feedback surveys, interviews, intercepts, and consumer behavior theories to provide an analysis of the problem and recommendations.

Published in: Business

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  • 1. Josh Clark, Lauren Rogers, Tracy Wing, Nancy Xie, Ruthie Jenkins, Sarah Weinstein, Jennifer KottSaturday, April 6, 2013
  • 2. Saturday, April 6, 2013
  • 3. FROM THIS MOMENT ON, THIS AUDITORIUM IS OFFICIALLY A NO TALKING ZONE.Saturday, April 6, 2013
  • 4. FROM THIS MOMENT ON, THIS AUDITORIUM IS OFFICIALLY A NO TALKING ZONE. AND FOR THE RECORD, TEXTING AND TWEETING TOTALLY COUNT AS TALKING.Saturday, April 6, 2013
  • 5. WHAT’S HAPPENED > Alamo Drafthouse recently changed to all reserved seating. Their reasoning -- to save their customers’ time.Saturday, April 6, 2013
  • 6. WHAT’S HAPPENED > They tested different methods of reserved seating at different theaters. (In Consumer Behavior we call this a “foot in door technique”)Saturday, April 6, 2013
  • 7. WHAT’S HAPPENED > This turned a low-effort decision into a high-effort decision, requiring plans to be made ahead of time.Saturday, April 6, 2013
  • 8. VIDEO > Many of Alamo Drafthouse’s most loyal customers disliked the change. They vocalized their fervent opinions through the blog and social media. > But most of the people we talked to were pretty okay with it. > (There’s a video on the next slide)Saturday, April 6, 2013
  • 9. AWARENESS AND IMAGE Brand loyalty Attitude resistanceMere exposure effect Negative biasSaturday, April 6, 2013
  • 10. NEW QUESTIONSSaturday, April 6, 2013
  • 11. DISCOVERYSaturday, April 6, 2013
  • 12. DISCOVERYSaturday, April 6, 2013
  • 13. DISCOVERY > Interviews: > Satisfaction with reserved seating > Concern about spontaneity > No Talking policy is a part of the brand > Time vs. StressSaturday, April 6, 2013
  • 14. DISCOVERY > Alamo Drafthouse thinks the problem is time. > Customers actually more concerned about stress.Saturday, April 6, 2013
  • 15. DISCOVERYSaturday, April 6, 2013
  • 16. DISCOVERYSaturday, April 6, 2013
  • 17. AWARENESS AND IMAGE > What can the Alamo Drafthouse do to maintain their brand image, and increase awareness of the change?Saturday, April 6, 2013
  • 18. CLEAR COMMUNICATION AWARENESS > ScriptsSaturday, April 6, 2013
  • 19. EMPHASIZE MOBILE AWARENESS Cue -> Routine -> Reward Bored -> Box Office -> Entertainment Bored -> Mobile App -> EntertainmentSaturday, April 6, 2013
  • 20. KEEP COMMUNITY IMAGE > ComplexitySaturday, April 6, 2013
  • 21. KEEP COMMUNITY IMAGE > Host events prior to special events and premiers. > Experience EconomySaturday, April 6, 2013
  • 22. CONNECT BRAND IMAGE > Create a pre-show video to connect the change in seating with the brand, similar to the “No Talking” videos. > Schema > CompatibilitySaturday, April 6, 2013
  • 23. Thank you!Saturday, April 6, 2013