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Consumption Consumption Document Transcript

  • MODULE ASSIGNMENT MODULE BMN316 COVERSHEET CODEPART 1 Student Name: Lam Quang Tuan Duy Student Number: 1114047 Module Tutor: Cody G. Fuston Module Title / Assignment Number: Individual research essay Date Due / Submission Date: 4 June 2012 Extension Date (including authorizing signature): Word Count (excludes references): 2,748The submission of this assignment is a statement that it is compliant with the University’s assessmentregulations, and that it does not infringe the University’s research ethics principles.You are responsible for ensuring that the assignment is submitted in its entirety, and are advised to numberpages in the format ‘Page x of y’ (e.g. Page 3 of 12).PART 2For completion by the Module Tutor: Ensure provisional mark is recorded on both copies. Keep blue copy.Return assignment and white copy to student.Feedback – with reference to assessment criteria and suggestions for improvement.Tutor’s signature………………………………………Date…………………………Second Marker (if appropriate): …………………….Date………………………… Provisional Mark Subject to approval by the Board of Examiners
  • Acknowledgement For completing this study, I would like to express my great thankfulness for the help from CodyG. Fuston, who has given me knowledge that has facilitated my work.Abstract Movie piracy is mentioned as a serious problem in Vietnam for not only local movie producersand distributors but also their overseas counterparts. They have been complaining about theireconomic loss to movie piracy. Therefore, developing a solution to the circumstance is importantfor enhancing their sales. For the purpose, the survey was conducted in Ho Chi Minh City to obtainan understanding about the consumers’ behavior and attitude towards movie piracy andconsumption of pirated movies, which is expected to help work out an answer to drawing theconsumers’ attention to genuine movies. Although all of the respondents consume pirated movies, they are aware of the legitimateaspect of movie piracy. However, they, in general, do have a clear opinion on the ethical influenceof consuming pirated movies. Unsurprisingly, consumption of pirated movies is the dominant formof movie consumption. Buying genuine copies of movies is not the common practice. The onlycommon form of consuming genuine movies is going to cinemas. The result acquired from thesurvey also provides a clear confirmation that the quality of pirated movies is not as consistent asthat of genuine movies. Moreover, understanding the reasons why the consumers consumepirated movies instead of genuine ones is essential for developing a solution. Most of therespondents buy pirated movies because of their undoubted inexpensiveness. The second reasonthat leads most of the respondents to pirated movies is that they cannot find genuine copies ofthe movies. This means the consumers have demand for genuine movies, but the problem is theydo not find it easy to obtain genuine movies. Another reason for which the respondents consumepirated movies is they feel convenient to approach pirated movies. It is not difficult to find ablockbuster movie in a disc stores since they are expansive around Ho Chi Minh City. Anotherconvenient source is the Internet. Nowadays, a person can access the sea of movie-sharingwebsites for a high definition movie by sitting comfortably on a chair. Awareness of the motivationbehind the consumption of pirated movies is likely to help develop a possible solution.
  • Figure 1: Respondent gender.....................................................................................................5Figure 2: Respondent income....................................................................................................6Figure 3: Respondent education................................................................................................6Figure 4: Movie hobby...............................................................................................................7Figure 5: Frequency of concern about movie genuineness.......................................................8Figure 6: Disapproval of distributing pirated movies.................................................................9Figure 7: Consumption of pirated movies................................................................................10Figure 8: Consumption of genuine movies..............................................................................12Figure 9: Quality of pirated movies..........................................................................................13Table 1: Mean rating for opinion on unauthorized distribution of movies.............................10Table 2: Mean rating for opinion on consuming pirated movies............................................11Table 3: Mean rating for reasons for consuming pirated movies............................................14• Introduction On April 26 2012, the U.S Embassy at Hanoi, Motion Picture Association of America, andMegastar, a film distributor in Vietnam, projected blockbuster Battleship to celebrate annualWorld Intellectual Property Day for fostering respect for intellectual property. The event not onlywas to send out a message about protecting intellectual property, including movies, but alsoreminded Vietnam’s movie producers and distributors of a challenge that they have been facing,extensive illegal copies of movies, which have been causing their economic loss. When Universaldebuted its Battleship at cinemas in Japan, Hong Kong, Singapore, Indonesia, Thailand, India, andVietnam on April 13 2012, more than one month prior to North America, it looked likeHollywood’s filmmaker attach importance to Asian markets for their movie sales. Nevertheless,movie producers and distributors, both domestic and overseas, have been hesitated to distributetheir movies in the form of discs for the market because of flooding pirated discs of movies andloosely controlled copyright infringement in the country. There are some common reasons for the consumption of pirated movies. Besides thegovernment’s ineffective control over distribution of illegal copies of movies, the more affordableprice of pirated movies is apparently an obstacle to enhancement of genuine movie sales. While abuyer has to pay around VND 70,000 – 80,000 for a genuine DVD movie, he or she just pay VND
  • 50,000 – 40,000 less to have a piracy DVD. In addition to their inexpensiveness, pirated movies canbe found with ease on the Internet. It is not time-consuming accessing online-watching or movie-download websites, where everyone can share their favorite movies with others, for a high-definition blockbuster nowadays. Hence, it appears that movie piracy is a tough challenge tomovie producers and distributors in Vietnam. Is there any possible solution to the circumstance?or what movie producers and distributors can do for a probable improvement? Since there hasbeen no noticeable academy or business research into the consumption of pirated movies, thementioned reasons simply are common assumptions. Therefore, it is necessary to have anevidential insight about consumers’ attitude and behavior towards consumption of movie piracy,which would help work out the questions. Accordingly, a research, in the form of survey, into thefact was conducted in Ho Chi Minh City.• Method The research was undertaken through collecting data about movie consumers’ attitude andbehavior towards consumption of movie piracy. A self-completion questionnaire was designed andthen, was handed and emailed 30 movie watchers, who love watching movies, in Ho Chi Minh City.Snowball sampling was employed to reach a population of 30 movie watchers. Accordingly, severalinitial subjects nominated some persons, who also spend much time on movies like them. Thedata collected was stored in Microsoft Excel 2007 worksheet and analyzed using the application’sstatistical functions.• Respondent demographic The following pie chart shows the gender structure of the respondents. Female makes up 57%of number of responding participants, while the amount of male respondents is 14% less than thatof female. Figure 1: Respondent gender As seen on the chart of respondent income, half of respondent number earns less than VND 4million per month. Besides, 27% of respondents earn VND 4 – 7 million per month and 10% hasmonthly income in the range of VND 7 – 10 million. The rest making up 13% earns more than VND10 million per month.
  • Figure 2: Respondent income Furthermore, most of the respondents graduated colleges. While 37% holds bachelor degrees,40% have finished two-year college. A slight amount of respondents, only 3%, has completedvocational training. 17% of respondents have high school diploma as their highest level ofeducation, whereas 3% has not graduated high school. Figure 3: Respondent education• Findings • Movie hobby The chart below tells us about movie hobby of the respondents. Noticeably, 80% ofrespondents see movie watching as a type of entertainment. Learning something throughwatching films is a practice of 10% of respondents. 7% of respondents watches films because theyare curious about the films. Just 3% collect movies as a hobby. Figure 4: Movie hobby • Concern about the genuineness of a movie Have movie genuineness been ever a concern to movie buyers? Displaying the frequency ofconcern about movie genuineness expressed in percentage of respondents, the chart below servesas an answer. Figure 5: Frequency of concern about movie genuineness Although 47% of respondents reported that movie genuineness never concern them inconsuming movies, over 50% of respondents, with different frequency, think about thegenuineness of a movie in their buying. Particularly, the genuineness of a movie concerns 33% ofrespondents on an occasional basis, 10% fairly often, and 10% often. This suggests optimisticallythat Vietnamese people somewhat are aware of legal aspect of movie piracy. Still, no respondentchecked “Always” for the question.
  • • Disapproval of distributing pirated movies The following chart shows the percentage of respondents expressing disapproval ofdistributing pirated movies for money and for sharing. Figure 6: Disapproval of distributing pirated movies Most of the respondents neutrally do not have an unambiguous answer when 40% answer“undecided” for commercial distribution and 37% are “undecided” about sharing pirated movies.For distributing pirated movies for money, 13% “strongly disagree” and 23% “disagree” with theidea that distributing pirated movies is unacceptable, making up 36% of respondents, who acceptunauthorized commercial distribution of movies. By contrast, remarkably fewer respondentsconsider the act unacceptable, 10% “agree” and 13% “strongly disagree”. In other words, 23% ofrespondents rate the act in the range of agreement. Meanwhile, 37% of respondents do not thinksharing pirated movies unacceptable, with 17% “strongly disagree” and 20% “disagree”. It is just aminor amount of respondents see sharing pirated movies unacceptably. 10% answer “agree” whileno one “strongly agree”. The mean rating on the scale from 1 to 5, where 1 is equal “strongly disagree” and 5 is equal“strongly agree”, in the following table reveals that the respondents’ attitude is considerably closeto “undecided”. Generally speaking, the common attitude is being undecided about distributingpirated movies for money and sharing. Mean rating For money 2.87 For sharing 2.73 Table 1: Mean rating for opinion on unauthorized distribution of movies • Consumption of pirated movies The following chart shows the frequency of consuming pirated movies in percentage ofrespondents in four ways: buying from disc outlets, renting from disc outlets, downloading fromthe Internet, and watching online. Figure 7: Consumption of pirated movies
  • Obviously, all of the respondents consume pirated movies. The chart reveals that watchingonline is the most common way of pirated movie consumption with 53% of respondentsdownloading 1 – 3 times per month, 10% 4 – 6 times per month, and 27% more than 6 times permonth. As a result, 90% of respondents watch pirated movies online every month. The secondcommon way of pirated movie consumption is downloading from the Internet. 33% ofrespondents download pirated movies more than 6 times per month, 20% 4 – 6 times per month,and 20% 1 – 3 times per month. This counts 73% in total. With 53% of respondents coming to discstores for pirated movies, shopping pirated movies at the stores is the third common way.However, 73% of respondents answer “never” to renting pirated movies from the outlets,displaying that renting is not a favorable way of movie consumption. • Opinion on consuming pirated movies In order to investigate opinion on the influence caused by consuming pirated movies, includinglaw violation, thieving encouragement, disrespect to author work, and hurting Vietnam’s movieindustry, the respondents were required to rate their opinion on the issues on the scale from 1 to5, where 1 is equal to “strongly disagree” and 5 is equal to “strongly agree”. The following table contains mean rating on the scale for each issue, showing that, on average,the respondents have same undecided attitudes towards the mentioned ethical issues ofconsuming pirated movies. Mean rating Law violation 3.17 Thieving encouragement 3.17 Disrespect to author work 3.17 Hurting Vietnamese movie industry 3.17 Table 2: Mean rating for opinion on consuming pirated movies • Consumption of genuine movies The chart below shows the respondents’ consumption of genuine movies with the extents offrequency. Figure 8: Consumption of genuine movies
  • Perhaps it comes as no surprise to learn that buying genuine movies is not a common practice.The distinctly dominant height of blue columns tells us that consuming genuine movies, especiallyin the form of discs, is not a habit of people of Ho Chi Minh City. In particular, 70% of respondentsnever buy genuine movies from the outlets, 87% say “Never” to renting from the outlets, andunderstandably, 90% of respondents never buy genuine movie from the Internet when onlineshopping has not been common for most Vietnamese people. On the contrary, enjoying movies incinemas is the only common way of consuming genuine movies. 83% of respondents go tocinemas 1 – 3 times per month and 13% 4 – 6 times per month. Moreover, it is just 3% ofrespondents never experiencing sitting in cinemas. • Quality of pirated movies The following bar chart displays the respondents’ opinion on the quality of pirated movies,including the quality of picture, sound, and package, when compared with that of genuine movie.It is clearly seen that the quality of pirated movies is inconsistent. Figure 9: Quality of pirated movies No respondent finds that picture quality of pirated movies is always as same as that of genuinemovies. Meanwhile, less than 10% of respondents believe that sound quality and package qualityof pirated movies is consistently as same as that of genuine movies. Sound quality and packagequality of pirated movies are rated “always same” by just 7% and 3% of respondents respectively.Rating picture quality of pirated movies “same but not always”, 47% of respondents agree thatpicture quality of pirated movies is just equal to that of genuine movies on occasion. Similarly, 43%of respondents do not believe that sound quality of pirated movies is as good as that of genuinemovies when rating it “same but not always”. Additionally, there is a quite substantial amount ofundemanding consumers who are not concerned by the quality of movies. 37% of respondents arenot annoyed by pirated movies’ worse quality of picture. Likewise, 37% of respondents can acceptpirated movies’ worse quality of sound. In addition, 43% of respondents rate pirated movies’package quality “worse but acceptable”. In short, it is asserted that the quality of pirated movies,though irregularly found as same as genuine movies, is not comparable with controlled quality ofthe genuine. • Reasons for consuming pirated movies
  • Despite the inconsistent quality of pirated movies, large amount of people consume piratedmovies. The next analysis will provide a closer look for the factors that motivate people to piratedmovies instead of genuine ones. 30 respondents was required to rate the importance of eachmotivator on the scale from 1 to 5, where 1 is equal to least important and 5 is equal to mostimportant. The table below shows the mean rating for each reason. Mean rating Inexpensive 3.8 Can’t find genuine movies 3.7 Easy to acquire 3.4 Table 3: Mean rating for reasons for consuming pirated movies Because most Vietnamese people do not earn high monthly income, inexpensive types ofentertainment seem the most preferable. Thus, with the mean rating 3.8, price appears as themain reason for consumption of pirated movies since pirated movies are more affordable thangenuine ones. On average, the respondents rate the importance of unavailability of genuine movies 3.7. Itdoes not look too negative for movie distributors when the unavailability of genuine movies is thesecond factor motivating the consumers to pirated movies. In other words, there is still demandfor genuine movies, but it is not easy for the consumers to find them. The third reason for consuming pirated movies is convenience. In the times of Internet, hotmovies are always found available on movie-sharing websites. Furthermore, the outlets sellingpirated movies are always quicker than the distributor companies in distributing blockbustermovies. With the massive coverage of pirated movies, the consumers feel easy to get them.• Conclusion Watching movies is a very common type of entertainment in Vietnam. However, movie piracyis an obstacle to movie producers and distributors in terms of sales improvement. The survey givesan insight about the consumers’ behavior and attitude towards movie piracy, which hopefullysuggests any possible solution to the circumstance. Optimistically, the survey reveals that there isstill demand for genuine movies and movie consumers are aware of legitimacy of movie copyright.Nevertheless, inexpensive price of pirated movies is the most important factor making consumers
  • buy pirated movies instead of genuine ones. Offering more price choices to consumers is likely tohelp solve the problem. A movie distributor can produce, for example, platinum and silver moviediscs with different prices. Platinum discs have better quality than silver ones; therefore, platinumdiscs are more expensive than the other is. Classifying the movie quality, the company can satisfydifferent types of consumers having different standards of demand. Improving convenience forthe customers is also a fact that movie producers and distributors are supposed to pay attention.They should expand their disc stores and promote e-selling in order to make their product closerto and easier to find for their customers.