Audience Behavior towards Bollywood Movies

Abstract

Movie is an experiential product. Each viewer has a unique association with movie they select to watch. Purpose of this paper is to analyze audience behavior towards Bollywood movies with respect to their demographic and behavioral variables.The paper uses statistical methods to analyze effect of demographic and behavioral variables towards audience behavior towards Bollywood movies.Empirical results show significant effect of gender in liking Action Movies, Family Movies., Love Stories and War/Patriot Movies. It also shows significant effect of marital status of liking Love Stories, Horror Movies and War/Patriot Movies.It shows significant difference among gender, marital status, education and occupation for reasons to watching Bollywood movies. Gender, marital status and occupation show significant effect on watching Bollywood movies accompanied with family or friends or alone.Findings of the paper will give meaningful insights tomovie producers to produce, promote and distribute the movie in effective manner.