A Research On the Extent of the Application of Promotional Mix Variables by Cinema Theatres in Nairobi

TABLE OF CONTENTS

DECLARATION ......................................................................................... .i

DEDICATION ............................................................................................ .ii

CHAPTER ONE ............................................................................................ 1

1.0 INTRODUCTION ....................................................................................................... l

1.1 Background ............................................................................................................. 1

1.2 Statement of the Problem ......................................................................................... 3

1.3 General Objectives .................................................................................................. 4

1.4 Specific Objectives .................................................................................................. 4

1.5 Importance ofthe Study ........................................................................................... 4

1.6 Scope of the Study ................................................................................................... 5

CHAPTER TWO ............................................................................................ 6

2.0 LITEARTURE REVIEW ............................................................................................ 6

2.1 Introduction ............................................................................................................. 6

2.2 Definition of Cinema Theatres and Cinema Studios ................................................. 6

2.3 Defmition of Services .............................................................................................. 7

2.4The History of Cinema ........................................................................ .10

2.5 Challenges Facing the Cinema Theatres ................................................................. 13

2.6Options for Growth by Cinema Theatres .................................................. 16

CHAPTER THREE ....................................................................................... 17

3.0 RESEARCH METHODOLOGY ............................................................................... 17

3.1 The Population ...................................................................................................... 17

3.2Research Design ................................................................................ 17

3.3 Sampling Design and Sample Size ......................................................................... 17

3.4 Data Collection Method ......................................................................................... 17

3.5Research Procedures .......................................................................... .17

3.6DataAnalysis ......................................................................................................... 18

CHAPTER FOUR ........................................................................................ 19

4.1 Findings and Data Analysis ................................................................................... 19

CHAPTER FIVE .......................................................................................... 25

5.0 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ................................ 25

5.1 Summary ............................................................................................................... 25

5 .2 Conclusions ........................................................................................................... 26

5.3 Recommendations to Cinema Theatres .................................................................. 27

5.4 Limitations of the Study and Suggestions for Further Research .............................. 27

APPENDICES ............................................................................................. 28

BIBLIOGRAPHY ......................................................................................... 3€i