CONSUMER BEHAVIOR | Saher Suthriwala

ETHNOGRAPHY

Ethnography is a way of researching where we deeply observe and spend time with a particular group of people in their usual surroundings. This helps us learn about their culture, behavior, and how they interact socially. We do this by immersing ourselves in their world and paying attention to their traditions, routines, and beliefs.

The ethnographic study took place on November 11th, 2019, at VOX Cinemas situated within the Mall of the Emirates. This particular branch was chosen due to its comprehensive representation of the various cinema experiences offered by VOX. Over a span of two hours, we meticulously observed and analyzed the conduct of both patrons and staff members. Our attention was directed toward the cinema's spatial arrangement, and we diligently recorded every intricate detail of our observations.

PARTICIPANT OBSERVATION

Participant observation is when the researcher joins in the daily activities of the participants to collect information. Ethnography is a type of research where data about a group is collected using methods like observing them, talking to them, and using visuals.

We used participant observation in our VOX Cinemas ethnography. This involved interacting with many participants, seeing things from an insider's view, and using photos or videos to study the brand's space, personality, and how people engage with it.

With growing competition in the entertainment industry, VOX Cinemas has managed to not only maintain but also grow its consumer base over the span of 20 years (Film Journal International, 2018). With the introduction of various customized offerings, the brand has made watching and enjoying films a comfortable journey for its users

THESIS

VOX Cinemas features a variety of experiences and offers that are easily accessible at convenient locations

THE BRAND

VOX Cinemas, as of 2019, has 44 locations with 441 screens in the Middle East, making it the largest exhibitor in the region. They're investing to expand to 300 screens across Arab countries by 2020 and are planning to develop 600 screens in Saudi Arabia by 2023 through Majid Al Futtaim cinemas.

In the digital age, branding has evolved from just owning property and goods to representing values, meaning, and reputation of the brand's products and services. VOX Cinemas has adapted to this trend by catering to the local market and customer preferences. They offer various experiences, including luxury concepts like THEATRE by Rhodes and GOLD by Rhodes, as well as MAX, a mega-screen for major blockbusters and features.

BRAND PERSONALITY

VOX Cinemas presents itself as an inclusive brand, accessible to all. It provides a wide array of cinematic experiences, catering to various preferences – from lavish to regular, for both children and adults, encompassing 2D to 4D options.

As noted by Robinson and Etherington (2006), customer loyalty involves upholding service and product standards in a competitive market. In this regard, VOX Cinemas has effectively upheld these principles, maintaining a strong brand presence.

BRAND STATEMENT

Great Moments for Everyone, Everyday

The company's brand statement guarantees that everyone will have fantastic moments while interacting with the brand. It promises thrilling entertainment and movies, along with customized cinemas to fulfill the guests' expectations (VOX Cinemas, 2019).

CUSTOMERS

Despite being a weekday, the venue's public presence appeared relatively modest. However, during the second hour of our observation, we encountered multiple groups of adolescents donning backpacks, energetically making their way to attend screenings.

Throughout our observation period, we also noted three to four potential patrons perusing show timings and independently securing tickets for their chosen films.

Interestingly, a noteworthy trend was the considerable number of individuals opting for solitary movie-watching experiences.

The attending crowd exuded a palpable sense of excitement and impatience, with their attention conspicuously held by the captivating advertisements displayed on the expansive screen positioned above the food and ticket counter.

BRAND SPACE

Upon our observation, the environment boasted a prominent display of over 30 movie posters adorning one of its walls. Additionally, a continuous reel of trailers and advertisements played near the entrance, extending to an elevated placement above the food and ticket counter. Adjacent pillars were also utilized to showcase trailers, while floor sticker movie posters contributed to the visual ambiance.

The spatial layout was accentuated by a captivating interplay of blue and white lighting. Various seating and waiting areas were thoughtfully integrated, complemented by an array of food counters generously stocked with an assortment of candy offerings and popcorn flavors. Noteworthy was the substantial kitchen area, meticulously designed to facilitate the preparation of fresh meals from an extensive menu.

In close proximity to the site, a cluster of renowned eateries such as Din Tai Fung, Magnum Ice Cream Bar, Nutella, and 800 Piizza further enriched the overall experience.

STAFF

The site maintains a high level of accessibility to its on-site staff, facilitated by the presence of 14 counters dedicated to ticket and food services. These counters are staffed by personnel readily available to provide assistance to guests.

Based on our observations, a notable majority of the staff members extend warm greetings to patrons, engaging with a friendly demeanor during interactions. Furthermore, they take the initiative to apprise customers of ongoing food promotions, upgrades, and additional offerings for popcorn and nachos.

However, it's important to note that with the regular influx of visitors, the staff can often be observed engrossed in their tasks. During peak periods when the site experiences heightened activity and larger crowds, there may be instances where their approachability and friendliness towards customers might be slightly compromised.

ARGUEMENTS

VARIETY OF CINEMATIC EXPERIENCES

Crafting the ambiance of a brand space demands meticulous attention to ensure customer satisfaction and motivation for return visits (Ennis, S., 2016). VOX Cinemas has not only upheld its standard cinema offerings but has elevated the cinematic experience by introducing a diverse array of options.

Beyond their renowned IMAX and GOLD theaters, VOX has expanded its cinematic spectrum. This expansion isn't confined to premium screenings; it encompasses tailored experiences catering to diverse demographic groups. Noteworthy examples include the ladies night package, encompassing complimentary refreshments, snacks, and more; distraction-free showings; and the opulent offerings of GOLD by Rhodes and THEATRE by Rhodes, featuring gourmet mocktails and cinema delicacies envisioned by Michelin-starred chef Gary Rhodes. The introduction of family-friendly KIDS cinemas, marked by vibrant interiors designed for both children and parents, further exemplifies VOX's commitment to variety.

During weekends, the KIDS cinema experiences see substantial attendance, while IMAX theaters are frequented for highly anticipated movie releases. However, in our observation, a significant portion of users opt for the standard ticket option, evidently drawn by its affordability and accessibility.

VARIETY OF CINEMATIC EXPERIENCES

While business considerations like quality, style, and convenience often take precedence, price is given relatively less focus (Schindler, R., 2012). However, VOX Cinemas maintains affordability alongside these factors.

As previously mentioned, VOX has established numerous partnerships with banks to ensure that its customers are incentivized to return and enjoy their services. Given the consistent influx of approximately four movie releases every week, there is a heightened eagerness among the public to indulge in these cinematic experiences promptly. Nonetheless, the financial strain of spending AED 36.50 frequently is a reality that many individuals cannot sustain. Herein lies VOX's distinctiveness – the provision of 16 distinct bank offers. These offers cater not only to adult and middle-aged guests but also take into account the youth demographic by extending exclusive Liv offers on tickets.

Additionally, VOX extends all-inclusive student packages featuring a small popcorn, soft drink, and standard ticket. To streamline user experience, these bank offers are conveniently accessible during online booking.

During our ethnographic study conducted on a typical weekday at MOE VOX Cinemas, our team observed groups of adolescents and young couples utilizing QR codes or e-tickets on their mobile devices. This observation suggests potential utilization by Emirates NBD's Liv account holders who availed themselves of discounted ticket rates.

OFFERS AND DISCOUNTS

While business considerations like quality, style, and convenience often take precedence, price is given relatively less focus (Schindler, R., 2012). However, VOX Cinemas maintains affordability alongside these factors.

As previously mentioned, VOX has established numerous partnerships with banks to ensure that its customers are incentivized to return and enjoy their services. Given the consistent influx of approximately four movie releases every week, there is a heightened eagerness among the public to indulge in these cinematic experiences promptly. Nonetheless, the financial strain of spending AED 36.50 frequently is a reality that many individuals cannot sustain. Herein lies VOX's distinctiveness – the provision of 16 distinct bank offers. These offers cater not only to adult and middle-aged guests but also take into account the youth demographic by extending exclusive Liv offers on tickets.

Additionally, VOX extends all-inclusive student packages featuring a small popcorn, soft drink, and standard ticket. To streamline user experience, these bank offers are conveniently accessible during online booking.

During our ethnographic study conducted on a typical weekday at MOE VOX Cinemas, our team observed groups of adolescents and young couples utilizing QR codes or e-tickets on their mobile devices. This observation suggests potential utilization by Emirates NBD's Liv account holders who availed themselves of discounted ticket rates.

EASE OF BOOKING

As technology advances and globalization expands, the digital age is undergoing a profound transformation. This evolution, coupled with a diverse array of marketed offerings, has inevitably elevated consumer expectations (Lewis and Dart, 2010). In essence, consumers are increasingly drawn to brands that go beyond traditional boundaries, providing enhanced products, services, and convenience.

With the introduction of the VOX Cinemas Mobile application, users now enjoy seamless access to a range of services, all at their fingertips. The application is compatible with iPhone, iPad, and Android devices, boasting a user-friendly interface for effortless browsing and booking. Moreover, the app facilitates the preparation and payment for food and beverage orders. The process entails selecting showtime and date preferences, choosing seating arrangements, availing bank offers, making food and drink selections (a recent update), contributing to the Emirates Red Crescent foundation, and ultimately receiving a booking code.

The simplicity of this process means that bookers merely need to present the generated code to the movie usher for theater entry. Additionally, the app enriches the user experience by providing a search engine feature, enabling users to discover information about movies, actors, cinema experiences, and VOX Ways to Watch.

SERVICE AND F&B

The adage holds true: organizations that provide exceptional customer service through knowledgeable staff are not only positioned to endure but to excel in competitive landscapes (Heneman and Judge, 2006). At VOX Cinemas, the staff plays a pivotal role in extending services to patrons. With 14 dedicated counters, these professionals are available to address a variety of guest needs, from ticket bookings and kiosk assistance to food and beverage orders. Dressed uniformly in black shirts adorned with the blue VOX logo, their attire ensures easy recognition.

Culinary offerings at VOX Cinemas are equally comprehensive. In addition to their signature salted caramel and cheese popcorn, the menu now boasts innovative options like Cheetos popcorn, Pizza flavor, and Zaatar flavor. A unique feature is the inclusion of Indian delicacies, infusing a local twist into the original snack selection. Catering to diverse preferences, healthy snacking options are also available. In addition to the standard Candy bar menu, separate offerings are presented for THEATRE by Rhodes and GOLD by Rhodes, presenting gourmet set menus. Notably, a recent enhancement offers a cost-effective AED 5 popcorn refill at the candy bar.

Observations indicate that many visitors in the waiting line are deliberating their snack and beverage preferences. The classic salted popcorn remains a popular choice, while others opt for nachos or freshly prepared fried items from the Candy Bar menu.

APT LOCATIONS

The strategic selection of accessible locations, aligned with the retailer's brand positioning, is a crucial aspect for sellers (Armstrong and Kotler, 2009). Put simply, brands bear the responsibility of ensuring their products and services are easily reachable by consumers.

In this context, VOX Cinemas has adeptly established itself as a widely accessible option for consumers. With over 20 branches spread across the UAE, the brand strategically situates its cinemas in prime locations, ensuring convenience for customers residing in various Emirates. These cinemas are primarily situated within malls, shopping centers, hotels, and are well-connected to the Dubai Metro, RTA Buses, or offer free parking facilities.

Our observations and experience corroborate the fact that many adolescents frequently rendezvous at malls to enjoy movies with their friends. Furthermore, during weekends, a substantial number of local families with children under the age of 10 opt for cinema outings together.

VOX Cinemas' well-planned locations include prominent spots such as Kempinski Hotel, Mall of the Emirates, City Centre Mirdif, Deira, Fujairah and Ajman, and Nation Towers in Abu Dhabi. This strategic positioning enhances the brand's accessibility and facilitates its engagement with a diverse range of consumers.

CONCLUSIONS

Based on our thorough observations, substantiated evidence, and compelling arguments, we can confidently deduce the following conclusions:

Commitment to Diverse Cinematic Experiences: VOX Cinemas remains steadfast in its dedication to providing an array of cinematic encounters, embracing customization, personalization, and a sense of exhilaration, aligning with its brand statement.
Affordability and Accessibility: VOX Cinemas ensures its services and products are accessible to a wide spectrum of patrons by offering bank promotions, student packages, and well-thought-out combos, thereby enhancing affordability.
Seamless Digital Experience: The brand enhances user convenience through digital booking options, an ample number of booking and food counters, and the provision of e-tickets, facilitating an effortless cinema experience.
Expanded Culinary Variety: Beyond traditional offerings like popcorn and nachos, VOX Cinemas broadens its menu to encompass an impressive range, including gourmet pizzas, gastronomic delights, and health-conscious options. This diverse selection caters to a diverse demographic of preferences.
Strategic and Convenient Locations: VOX Cinemas strategically situates its outlets within shopping malls, centers, and hotels across all Emirates. This prudent location choice underscores the brand's commitment to providing convenient access to its offerings.