FACTORS CONTRIBUTING TO CHANGE IN VIEWERSHIP AMONG COLLEGE GOING STUDENTS OF GWALIOR REGION THROUGH MULTI NOMINAL REGRESSION TECHNIQUE

Film Marketing

There has not been much extensive research performed on market analysis for behavior pattern among college going students. In today`s scenario where college going students are the leading consumer for film production houses, it is very important to understand their behavior pattern to choose a film. This study thus would assist new film maker to acknowledge factors contributing to the behavior pattern among college going students. Also it can attract the television audience to come back to cinema theatre and enjoy the true film viewing experience. This paper thus concentrates to the concept of mathematical modelling of social sciences using the multinomial logistic regression (MLR) technique. This technique is performed to determine the significant factors on these behavioral patterns focusing on the data filtering and cleaning, factor analysis, data transformation, remedial and the removal of insignificant factors. The variables used would include the viewing frequency, film marketing, film attributes, buying behaviour, genre. The best model (M1.0.2) is obtained based on the deviance goodness-of fit statistics via the modified eight selection criteria (M8SC) that thus relates the frequency of film viewers with significant factors, namely story, music, lead actor. This study hence will provide the factors contributing to the sustainability of the Indian film industry

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.