Technological Revolution: AMC Theatres' Consumer Behavioral Approach - Essay Sample

Introduction

Currently, the world has been changed by new technology. Most people are no longer attracted by the movie halls, which do not use modern technology. Thus, when running some businesses like the AMC Theatres, the management needs to operate it using the advanced technologies to attract customers. For example, the use of 4-dimension highly attracts people as they see the movie in a very clear way (Schütte & Ciarlante, 2016).

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Consumer Behavioral Approach

Every company has its own targeted market group. The management at AMC Theatres firm should focus on a certain group of individuals. For example, youths are the best people that AMC should target as they are the major customers of movie companies. The company should also focus on an in-depth interview with their customers by asking them what they need or want to be produced (Schütte & Ciarlante, 2016). Thus, AMC Theatres firm will be able to provide movies with the contents which the client's needs.

The consumer research approach that will be used in seeking information will be the use of mail surveys, questionnaires, observation, and a detailed interviewing of a focus group. Through the use of the mail survey, the written questions will be randomly given to the persons attending the movies, and they will have a timeline that they will take to fill them and drop in a box at a movie theatre. They will be requested not to include their details for confidentiality. The questionnaires will also work in the same way though it will be recommended that the persons giving the feedback to fill the papers when they are within the movie theatre. The observation process will include taking a position within the theatre and looking at the way that the attendees are acting and conducting themselves without influence their behaviors. The process of interviewing them will happen face-to-face, but the respondents will need the assurance that their details will remain confidential. These approaches will ensure that there is a depth interview and more response from the theatre visitors to ensure that the solution realized is more reliable. Taking a period of 20-60 minutes, interviewing a single person will ensure that the information collected is detailed. The focus groups can involve the selection of a team of 8-10 respondents that will discuss their experiences with the AMC Theatres with a researcher.

The Attraction of Customers by the New Marketing Strategy

4D experiences highly attract more and more customers in the market. Reasons being; most people will wish to feel the actual experience of the movie. Thus, this marketing strategy makes people the customers to view a film as if they are experiencing it in a real way. Also, most people love reality argument. Thus, 4D will enable them to watch a movie in a different view. Examples of why the customers will be attracted to the latest strategy of marketing include having a clearer view of the movies on show, they will manage to get value for their money, and they will get to have a different view on what they have experienced for a long time.

Why the New Market Approach is better as Compared to the Current Marketing Strategy

The new marketing strategy is essential to the company as it helps in reaching out to more and more customers in the world. For example, through Facebook, the company can be able to reach millions of people. Additionally, the firm may consider relying on other measures, such as Google and Instagram ads. A significant number of persons that are visiting theatres are the young people who are using Instagram. Therefore, when the theatre creates awareness through this platform, a large number of potential clients will be reached. The use of mobile technological devices is on the rise, meaning that the use of the Google ads is likely to have a significant impact on the theatre. The advertisement can be broadcasted in the ads managing to reach many clients.

Thus, this approach is better as compared to the current marketing strategy that the company has been using. For instance, AMC Theatres have been using Television and Newspaper adverts as one of its marketing communication (East, Singh, Wright & Vanhuele, 2016). The use of the televisions and newspapers is expensive for the firm will be needed to make a payment every day that the advert is placed in their platform. In this digital world, the number of people relying on the print media to get information has reduced due to the easy access to phones and computer networks. Therefore, when AMC Theatres place their adverts in TVs and print media, they are likely to reach a small number of people. The concept of artificial intelligence is a great idea that is enabling consumers in the market to get adverts on the commodities that they are searching online. Therefore, the potential clients that will be searching online of movie theatres will manage to get the advert in their devices, and this will significantly lower the amount of money that AMC Theatres uses for the advertising process.

What Influences the Consumer Behavior Approach?

Different factors highly influence the behavior of customers in cinema companies. For example, cinema theatres should be located in a position or location where it is easily accessible. For instance, the management should be able to provide parking to customers who are using personal vehicles. Also, the cinema hall should be accessible to individuals who are using public means of transport. Cinema halls should have enough and comfortable seats for their customers.

Positioning and Branding at AMC

The companies need to explore and change the customer value relationship from its traditional form. The AMC has a new look as it has positioned and branded itself in new features. For example, films are featured online. It has also acquired a new identity whereby it has a graphical logo, which is surrounded by a gold box. The significance of this golden box is that the movie and services provided by AMC are of high quality.

Relation of Pavlov Classical Condition and AMC Theatre

According to the Pavlov experiment, where a dog was used to demonstrate, the food leads to salivation before conditioning, while the tone sound did not. For a couple of days, the experimenter would ring the bell and then give food to the dog. After this routine, the dog would salivate on hearing the tone of the bell. For this case, food was used as an example of the unconditioned stimulus, while the unconditioned response is the salivation, as it also happens naturally. The conditioned stimulus is the tone, and it is irreverent, while the conditioned response is the salivation that occurs due to the sound tone (Palomba, 2020).

Pavlov's experiment also occurs in AMC Theatre when people walk towards the cinema halls or the movie theatre. However, when they are watching movies from their homes, in most cases, they do not have the popcorns. Thus, this scenario shows how the Pavlov experiment on classical condition is related to AMC Theatre.

Cues, Response to a Cue, Reinforcement, Unconditioned Stimulus, Conditioned Stimulus, Conditioned Response, and Licensing

In marketing, cues cover words or signals that are made with the essence of creating awareness. The process of turning wants into needs is crucial, considering that buyers make their purchases based on their needs. The commodities that the AMC Theatre is providing should appeal to the intended customers. Building trust, offering value for money, and creating a sense of belonging include the components that the theatre should provide to its consumers. The response to a cue involves the occurrences of situations that trigger a reaction to a given situation. Therefore, when the clients demand a given item, the organization should be ready to offer it to ensure that it remains relevant in the market. The AMC Theatres should ensure that there is a reinforcement of the various measures that will give it an edge in the market against the rival entities. Additionally, it should initiate policies that will guarantee that the clients are managing to get satisfaction from the services rendered in the theatres. The unconditional stimulus refers to the issues that happen naturally, and it tends to trigger a response that happens without learning. The customers visiting the theatre may have a habit that is causing them to visit the theatre naturally, such as the desire to spend time with their close friends. The unconditioned and condition stimulus are substitutes, and they tend to portray the same response when they are subjected to an organism. The conditioned response is automatic, and it is realized through the training process. When the person visiting the AMC Theatres, they may be trained that the switching off lights in the room is an indication that the movie is about to begin and they must remain quiet. Therefore, whenever, the lights are switched off, there is a high chance that everyone will remain silent, and this will be a great way of marketing the films. Ensuring that the people vising the theatre have an understanding of the way the theatre operates makes them feel that they have a sense of belonging. The process of licensing will ensure that no other company can adopt the same measures taken by AMC Theatres, and this will create a brand.

Conclusion

In conclusion, identifying consumer behavior is essential to the company. For example, it helps the company management to understand what their customer wants and needs. Also, it enables the people to express themselves to the company in case of an issue; thus, the company management can improve the quality of the products or the services it offers.

References

Schütte, H., & Ciarlante, D. (2016). Consumer behaviour in Asia. Springer.

East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behavior: Applications in marketing. Sage.

Palomba, A. (2020). Consumer personality and lifestyles at the box office and beyond: How demographics, lifestyles, and personalities predict movie consumption. Journal of Retailing and Consumer Services, 55, 102083.