The Influence of Cinema on Consumer Purchasing Behaviour: An Analysis of Age and Gender Differences

Authors

  • Vasu Patel Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Abhi Rajkotiya Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Lucky Mendpara Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Netra Viramgama Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Rahul Chauhan Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Andino Maseleno International Open University, Gambia

DOI:

https://doi.org/10.38035/gijea.v2i4.306

Keywords:

Consumer Behaviour, Film Influence, Consumer Purchasing

Abstract

This study explores the relationship between cinema and consumer Behaviour, focusing on how age and gender influence purchasing decisions after viewing movies. A total of 105 respondents from Ahmedabad, India, were surveyed using a structured questionnaire that assessed movie-watching habits, preferred platforms, and the impact of films on purchasing Behaviour. The data was analyzed using **SPSS** with **ANOVA (Analysis of Variance)** to examine the differences in Behaviours across different age groups and genders. The results revealed that while age significantly influenced whether respondents made purchases after seeing products in films, gender did not have a substantial effect on viewing habits or purchase decisions. The findings highlight the increasing influence of cinema, particularly among younger audiences, in shaping consumer preferences for products and services. The study suggests that the entertainment industry and marketers can benefit from a deeper understanding of these trends to better target consumer segments. Future research could explore the impact of cultural factors and digital media on these Behaviours.

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Published

2025-01-03

How to Cite

Patel, V., Rajkotiya, A., Mendpara, L., Viramgama, N., Chauhan, R., & Maseleno, A. (2025). The Influence of Cinema on Consumer Purchasing Behaviour: An Analysis of Age and Gender Differences. Greenation International Journal of Economics and Accounting, 2(4), 337–346. https://doi.org/10.38035/gijea.v2i4.306

Issue

Vol. 2 No. 4 (2024): Greenation International Journal of Economics and Accounting (December 2024 - February 2025)

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Copyright (c) 2025 Vasu Patel, Abhi Rajkotiya, Lucky Mendpara, Netra Viramgama, Rahul Chauhan, Andino Maseleno

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