Evolution of Bollywood: A Study on Taste and Preferences and Income-Expenditure Framework of Consumers

Proceedings of The 2nd International Conference on Research in Business, Management and Economics

Year: 2019

DOI:

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Evolution of Bollywood: A Study on Taste and Preferences and Income-Expenditure Framework of Consumers

Shagun Tatia

ABSTRACT: 

In Indian cinema, the Bollywood industry has seen a steep growth in its creativity and global outreach, from the day of its commencement. The tastes and preferences of consumers influenced the film industry to bring new innovation to keep the audience engaged. The income and expenditure framework of consumers helped in recognizing the genre of films people are interested in spending on. The study aims at understanding how different age groups have a varied array of predilection for Bollywood and how different age groups have varied income and expenditure patterns on films. The sample of 100 participants has been chosen by a simple random sampling technique. A pre-prepared questionnaire was used to collect the data which includes Likert scale and short answer type. The findings of the study are found out through tools like regression analysis and factor analysis. The research concludes that there is a positive correlation between age group of consumers and their expenditure on Bollywood movies. It also concludes that the emergence of young directors and their new contents alongside the entry of online over-the-top mediums like Netflix and Amazon Prime helped in engineering the evolution of Bollywood industry.

Keywords: Bollywood, tastes, preferences, expenditure, age, correlation.