Customer Experiential Value of Cinema Entertainment (New Cinema Culture of Pakistan)

Abstract

The research aims to study Customer Experiential Value in context of the new and emerging Cinema Entertainment/ Culture of Pakistan. There has been a gradual shift in marketing from products, to services, and ultimately towards experiences. Experiential Value can be studied using the Disneyization Model by Alan Bryman. This research highlights the views of a post modernist Pakistani consumer in light of the Disneyization elements and its applicability in the Pakistani society. The research talks about the ever changing needs and desires of the society and how the elements of Disneyization can be used to build memorable experiences. Cultural values and thinking of the Pakistani consumer are used to find out the characteristics desired by a post modernist consumer. The initial section talks about a detailed review of past literature on experiential value, the Disneyization model, and the postmodernist perspective in relation to cinema entertainment. Exploratory research techniques were employed and in-depth interviews were conducted to analyze the consumer desire for greater and more memorable experiences at the new Cinemas/ multiplexes in Pakistan. The findings highlighted a niche but a very profitable segment to target. Cinema can also serve as a good means for the cultural revival of Pakistan. The research provides the basis for marketers to gauge the consumer perspective for further research on the thinking of postmodernist consumer, and to formulate their marketing strategies accordingly.