Blockbuster Research Project, November 2010

The Return of Blockbuster

November 252010

By: Amanda Booth, Alyssa Jann, Elizabeth Nussbaum, Alexandra Santilli, Allison Skidmore

MK 370 Section 1

The Return of Blockbuster 2010

Table Of Contents

Executive Summary……………………………………………………………………………….3

Introductions………………………………………………………………………………………4

Overview of the Industry………………………………………………………………………….6

Overview of Blockbuster………………………………………………………………………….7


Objective…………………………………………………………………………………………..8

Research Methodology……………………………………………………………………………9

Formulating a Research Problem………………………………………………………....9

Hypothesis………………………………………………………………………………..10

Causal Research Design………………………………………………………………….10


Limitations……………………………………………………………………………………….11

Detailed Findings………………………………………………………………………………...13

Exploratory Research ……………………………………………………………………13

Causal Research………………………………………………………………………….14

Recommendations………………………………………………………………………………..20


Work Cited……………………………………………………………………………………….22

Appendix…………………………………………………………………………………………22

all tabulated data in the appendix, a questionnaire (in appendix) with percentages and means filled in and a codebook sheet (in appendix) filled in for the data (-10 points if any of these are absent in your team’s submission).

The binder should also have a sealed envelope from each of you with your peer group


evaluation. I will not accept your project without these evaluations.

Executive Summary


Through our research, we aimed to find out why Blockbuster is falling behind its

competitors and how it can regain and maintain its once loyal customers by expanding its online

business as well as its kiosk rental business. Over the past few years, blockbuster has been

closing stores everywhere and declaring bankruptcy due to Netflix and other movie rental

services that have become strong competitors. These new companies have come in and offered


higher convenience with cheap prices. To combat this in 2004, Blockbuster tried to incorporate

their new online movie rental service, however, most people were not aware of this new aspect

of Blockbuster because of the lack of advertisements. Blockbuster seems to have been swept

away by Netflix and cable Ondemand because they adapted to the changing times and

Blockbuster did not. Therefore, the problem Blockbuster faces is that they were the movie rental


favorite for so many years and now that the movie rental industry is technologically advancing,

Blockbuster has fallen to the bottom. We sought to find out why blockbuster has not been able

to maintain their brand loyal customers and why do so many people not know of the online

service?


To research our objectives we handed out movie logs, conducted interviews and handed

out surveys. In the causal experiment we conducted, we had two independent variables. The

first was giving out forty movie logs for people to record their daily television and movie

watching habits. The second was showing forty people an advertisement for Blockbuster to

make them more aware of the services Blockbuster has. This caused four different groups to


form, one group that filled in a movie log and saw the Blockbuster ad, the second that had filled

out a movie log but did not see an ad, the third that did not have a movie log but saw the ad and

finally a group that did not have any treatment. After the treatments, all participants took the

survey. Subjects were able to respond to questions that outlined different movie watching

scenarios and tracked their movie watching habits. We then used the data collected to analyze


consumers’ brand attitudes and reasons for why they use their current movie subscription service

as opposed to others. Some major factors that we found that affected people’s movie purchasing

decisions are selection of movies, price, technology, brand loyalty and convenience.

From our findings, we saw a significant relationship between the reasons that people

purchase, and those who saw the Blockbuster advertisement. Subjects who saw the


advertisement had a higher positive attitude of Blockbuster and lower satisfaction of other

companies. Therefore, with the right advertisements of the many services they offer, there is an

opportunity for Blockbuster to once again come to the top of the movie rental industry. With

many competitors and many movie-watching options, the market is still changing. There is not

one company that completely monopolizes the industry and consumers seem to be open to


change. Blockbuster already was the movie brand many consumers today grew up with, they

simply have to bring about more awareness to regain that loyalty and appeal to the nostalgia of

their consumers. We recommend that to start that, Blockbuster Bluebox should capitalize on

college campuses and Blockbuster should spend more money on research and development to

prevent loss of market share in the future.


Introduction

Throughout the years, Blockbuster has built a strong brand worldwide, dominating the

industry and providing customers with a wide variety of both movie and video game rentals. As

technology has progressed and other companies such as Netflix and Red Box have emerged,


Blockbuster has taken a hit to their once booming business. Due to their inability to advance

with the changing times, in the recent years, Blockbuster has closed up to 800 stores throughout

the nation and given notice to bankruptcy. Losing up to 1.1 Billion in sales since 2008, this once

thriving store is faced with the end of its empire.


Therefore, we chose the Blockbuster as our brand and decided to research possible ways to

help Blockbuster survive. During our research, we aimed to answer the following research

statements:

Can Blockbuster return to the top of the movie industry?

Can it change its brand to a majority online company?


How can it create more awareness of the online business?

Utilizing these research statements as the focus point of our marketing research we aimed

to help Blockbuster out of bankruptcy. Using interviews and secondary data, we evaluated why

Blockbuster was going into Bankruptcy and how they can salvage their business. With so many


promising new avenues, we believe through our marketing research information and a strong

focus on their world-recognized brand Blockbuster will be able to thrive again.

To increase the awareness of the new technologically advanced services Blockbuster has,

we placed ads for Blockbuster On Demand and online services into our surveys as one of the

treatments, to see if it would change the opinions of consumers. By improving the other outlets


they have already started to use such as online rentals, OnDemand purchases through Tivo,

kiosk’s as well as their new mobile movies Blockbuster still has a chance at survival in the

growing market place.


Overview of the Industry

The movie rental industry is one that is constantly growing and changing based on

technology and society. Today in some cases, a person can decide on a movie to watch and have

it playing on their television without ever having to leave their house. The main ways of


watching a movie today are having it delivered from an online service, such as Netflix or

Blockbuster, going to a local Blockbuster or Mom and Pop store and browsing their selection,

picking a movie from a cable provider’s OnDemand service, or going to the nearest Redbox and

selecting a movie for a low price.


Movie rental providers are attempting to make it more accessible for consumers to get

movies instantly on their computer or television. For example, Blockbuster has teamed up with

TiVo, a digital video recorder, in order to provide subscribers with an OnDemand type service.

Netflix has also made changes to adapt this similar type of movie rental service.


Industry reports in 2009 show that Netflix accounted for 35% of disc-rental spending

which was an increase for the company, followed by Blockbuster with 20% and Redbox with

19% (Wallenstein 2010). Sales in general have been decreasing since 2001 in the movie rental

industry but they are expected to increase again given the new instant renting capabilities that are

becoming available to consumers. With the way technology is quickly changing movie rental


providers may soon be relying on just the income from instant rental services because consumers

are constantly looking for the easiest and most convenient way to watch their movies.


Overview of Blockbuster

Blockbuster is an American-based chain of stores that offers movie and video game

rentals. Blockbuster was founded in 1985 and the first store opened in Dallas, Texas, at its

beginnings, Blockbuster was one of a kind and quickly became a leader among its competitors.


This was due to its ability to customize a store to its neighborhood and offer movies geared to

that specific demographic. The company now operates around the world, including Australia,

Asia, and Latin America. Additionally, Blockbuster had a very successful business strategy, the

company operated in convenient, high-visibility stores and maintained exceptional customer

service. Also, stores were stocked with a large array of movie titles, including new releases


(Funding Universe). Blockbuster would tend to stock its shelves with more copies of new

releases in order to capitalize on heavy consumer demand for these movies (Wikipedia). The

brand was also advertised nationally, and prices were based on local market conditions.

Although Blockbuster dominated the movie rental industry for nearly 20 years,

competition with emerging brands started in the late 1990’s. In 1998, the Netflix website was


launched. The following year Netflix began its subscription service. Blockbuster launched a

similar online site in 2004 to compete with Netflix, but by this time Netflix was an established

market leader (Wikipedia). In 2006, Netflix sued Blockbuster for patent infringement,

specifically for copying Netflix’s no-late-fees policy. Blockbuster countersued, claiming Netflix


established an illegal monopoly. The suits were settled, with Blockbuster reportedly paying

Netflix over $4 million.

In March 2010, Blockbuster’s public accounting firm, PricewaterhouseCoopers, issued an

audit opinion that it doubted Blockbuster would be able to survive. Not long after, Blockbuster,

nearly $1 billion in debt, issued a bankruptcy warning. About four months later, Blockbuster


was removed from the New York Stock Exchange because its stock was nearly worthless

(Anderson). The company is now traded over the counter. On September 23, 2010, Blockbuster

officially filed for bankruptcy and created a plan to reduce its debt to $100 million. In the past

two years, Blockbuster has closed more than 1,000 stores (Anderson). By the end of this year, it

is estimated that Blockbuster will have closed over 900 locations. To keep up with competitors


and increase revenue, Blockbuster currently offers a wide range of renting methods, including in-

store, by-mail, through vending kiosks, and digitally.

Objective

Our objective throughout this research project was to come up with hypotheses about


why Blockbuster’s market share was decreasing and to try and prove our hypotheses to be

correct. Our initial research hypothesis was that Blockbuster’s sales are declining due to

competition (Netflix, On Demand, Redbox) and that Blockbuster declared bankruptcy in

September 2010 due to its inability to advance with the changing times. Our research statements

included questions such as “Can Blockbuster return to the top of the movie industry?”, “Can it


change its brand to a majority online company?” and “How can it create more awareness of the

online business?”

With our initial research hypothesis and these questions in mind, we did some exploratory

research before developing our final research hypotheses which were:

Blockbuster is losing its market share because of its competitors, who offer convince


Blockbuster is losing its market share because of its competitors, who offer better prices.

Then, a research plan was created, which consisted of interviews, movie logs, advertisements

and surveys in order to come up with data about Blockbuster and its competitors.

Research Methodology

Formulating a Research Problem


To formulate our research problem we used exploratory research to gaining background

information on the movie industry and the company Blockbuster, in an informal way in order to

confirm there was a problem. This was done by using secondary information such as the

internet, newspaper articles, and reports. We formulated two initial research hypothesis: 1)

Blockbuster declared bankruptcy in September 2010 due to its inability to advance with the


changing times. 2) Sales are declining due to competition (Netflix, On Demand, Redbox).

Based on these two hypotheses, we developed three research statements, which acted as our

predictions, which we would try to answer through interviews we conducted during the

exploratory phase of our study. The three research statements were: 1) Can Blockbuster return to

the top of the movie industry? 2) Can Blockbuster change its brand to a majority online


company? 3) How can Blockbuster create more awareness of the online business?

Keeping these questions in mind, we developed moderators guide (Exhibit 2) which we

used when interviewing our 29 participants. We were able to determine consumers’ perceptions

of Blockbuster; how they feel about Blockbuster closing/going out of business, and find out what

experiences consumers have had with Blockbuster (good or bad). We also determine why


consumers think Blockbuster is going out of business and why other movie rental companies are

so much more successful. We tried to determine what Blockbuster would have to do to alter

consumers’ views and what they would have to change about their company to stay in business

and for consumers to continue renting movies from them. Specifically we noted the high

response of convenience, which seemed to be the top concern to most people. Based on the


responses we got from our interviews we coded the data (Exhibit 3) into a chart and used this

information, as well as our background research to base our perceptual and cognitive maps

(Exhibit 4 & 5) on. We also used the information we gathered in our interviews, as well as the

research we collected during our exploratory study to create our SWOT Analysis (Exhibit 1).


Hypothesis

Based on all of the findings from our exploratory study we developed two hypotheses we

would seek to prove during our research. H1: Blockbuster is losing its market share because of

its competitors, who offer more convenience. H2: Blockbuster is losing its market share because

of its competitors, who offer better prices. We developed a research design in which we would


have two independent variables. The first would be: tracking the behavior of the participants and

the second: showing them an advertisement about Blockbuster. The dependent variable would

be their brand attitude towards blockbuster and we would control for; age, gender, income and

lifestyle.


Causal Research Design

In our research design (Exhibit 6), we conducted a causal study through the use of an

experiment. Our experiment was based on two different treatments. The first being a movie log

(Exhibit 7) and the second being an advertisement. We used the movie log to get our participants

thinking critically about their movie watching habits and realizing how frequently they watched


television and movies. The second treatment was to create awareness of Blockbuster and see if

people knew more about Blockbuster, would their opinions change on the competition. The

experiment was conducted in a natural setting. Participants were first selected; half were given a

treatment (Group A1) where they were asked to track their TV and movie behavior for four

weeks. The control group, (Group A2) were not given this treatment. Next, those who were


given the first treatment (Group A1) were then split into two groups. One group was given

another treatment (Group A1 B1) where they were exposed to an advertisement before they were

given the survey. The other half (Group A1 B2) was controlled for by not giving them the

treatment of an advertisement before they took the survey.


The original control group (Group A2) who was not given the first treatment was also

separated into two groups. One group, (Group A2 B1) was given the treatment of an

advertisement before their survey and the other group (Group A2 B2) was not given an

advertisement before they took the survey. In the survey, we controlled for age, income, gender


and lifestyle and asked questions related to brand attitude, convince, knowledge of choices and

decision making. Through these questions, we hoped to:

1. Determine consumers’ brand attitude towards Blockbuster and other movie rental

companies (On demand, Red Box, Netflix).


2. See if there is a certain demographic that has a better attitude towards Blockbuster

and is more likely to purchase from them, which Blockbuster could target.

3. Determine consumers’ movie purchasing habits – what factors contribute to their

decision making (convenience, selection of movies, price, quality of movies,

brand loyalty).


We then used the information we collect from the survey to test our hypotheses.

Limitations

We noticed several errors and limitations in our questionnaire. Firstly, the survey featured

a few written mistakes. In one section we intended to have participants rank their last experience


with Blockbuster, redbox, Netflix, and On Demand. We listed Netflix twice and left out redbox

completely. The first several participants received the survey with this error, but luckily we were

able to catch it before sending it out to more participants. In addition, we included a question

that asked the participant, “What is your current age?” We did not notice that we had left out an

age bracket, 30-34. This, however, only affected a few participants. Another error with our


survey was that we did not include an answer choice of “N/A” for some questions. This led many

people to completely skip over these questions. Furthermore, some participants would not write

explanations for their choices. This, however, we had little control over.

In addition, another error of our survey was that our questions featured unclear

directions. For example, Part Four of our survey included a set of four questions. We intended to


have the participants rank five attributes from one to five, using each number only once.

However, we did not specify this in the directions, and a significant number of people used the

numbers more than once. We did notice this error before all of the surveys were distributed,

though. We edited the survey and included a note to use each number only once. Despite this

instruction, participants still used the numbers more than one time.


A major limitation of our questionnaire was that our participants were not a true

representation of the country. We were restricted in that we could only distribute the survey to

students on campus or people we knew from our hometowns. Therefore, the demographics of

those surveyed are very similar. Nearly all participants live in the Northeast. Many are between

the ages of 18 and 24 and have a household income of over $80,000. In addition, the survey was


distributed to only eighty individuals. This sample size was not sufficient enough to produce

accurate and precise results.

Another limitation was that we were not able to enforce treatments being carried out

correctly. Although we provided as clear and specific instructions as we could, we had little

control over participants completing the questionnaires and logs correctly and fully.


Additionally, we were unable to control the manner in which participants filled out the survey.

Some people choose to complete it by hand while others completed it on the computer. These

limitations are overall due to the fact that we were incapable of having participants take the

survey in a controlled setting. Therefore, we could not control the environment nor monitor the

completion of the questionnaires.


Our last limitation is our inability to perform mystery shopping. Many of the groups in

class were able to do mystery shopping and many did several different levels of mystery

shopping. However, largely due to the fact that several Blockbuster stores are closing, as a result

of Blockbuster declaring chapter 11 bankruptcy, we were not able to go to actual Blockbuster

stores to perform mystery shopping. This is a limitation because there is a certain amount of


information you can obtain from actual customers and real sales people, then the statements

people produce that are only based on their theoretical feelings of a possible purchase at that

point in time.

Detailed Findings


Exploratory Research

Qualitative Data:

In our first research process, we used various information sources such as computers,

books and advertisements to find information about Blockbuster and its customers. These

findings were previously mentioned in the overview of both the industry and Blockbuster itself.


Then, through interviews we found even more information about the attitudes and thoughts of

Blockbuster by coding their responses into a chart based on the main theme of their discussion

about Blockbuster. There were ten different themes charted when the participant spoke;

disappointed in the Brand, indifferent, routine, emotional attachment, selection, price, loyal

customer, technology, convenience, and not informed. Nine people out of 29 spoke of how


inconvenient Blockbuster was, or about how they wish it was more convenient. Additionally, for

both selection and price there was 3 people each that spoke of them. Therefore, convenience,

selection and price are very important in Blockbusters recovery.

Causal Research:


Quantitative Data:

Once all the data was collected. The next step was to enter it into SPSS. After creating

variable titles and formatting the charts, the data was entered In. Then, once entered in, we first

found the mean and standard deviation of each multianswer variable. By having this information

we were able to find any outliers. Luckily, our data was very accurate and fortunately did not


have any outliers. The next step was looking for missing values, unfortunately, we had many of

these. Most of them were in the section of the survey that asked participants to rank variables in

order of importance when renting movies. Therefore, for this we used the average found in the

previous step and substituted that in for the missing values. We then created a histogram that

showed the correct distribution that we were looking for in our independent variables. (See


appendix).

ANOVA

In our questionnaire, there were three questions which made up brand attitude:

1. What is your attitude towards ________ products?


2. Rate your last experience purchasing a ____ product?

3. What is your attitude towards ____ as a company?

These three questions were used which each company (Blockbuster, Netflix, Red Box and

OnDemand) filled in for the blank. We used these three questions for each company to calculate

an average in SPSS, we then used the average of brand attitude for each company when


performing an ANOVA test. We placed the average brand attitude as the dependent variable and

then situation 1 and 2, which were our independent variables were placed under fixed factors.

We also controlled for age, gender, income, and what part of the country they are from by

placing those under covariates. We found a significance of .027 between the part of the country

a subject is from and their brand attitude towards Blockbuster. This means that the location


people live in my affect their attitude of Blockbuster as a company, we kept this in mind when

performing other tests.

1. There is a significance in the attitude toward Blockbuster and the part of the country the

subject is from.


We also included five questions in our questionnaire, which were used to determine

important purchasing variables for each company. We asked participants to rate the following

factors (Convenience, Selection of movies, Price, Quality of the movie, Brand Loyalty) for each

company on a scale from 1-5, with one being least important and 5 being most important. We

used these five questions for each company to calculate an average in SPSS, we then used the


average of purchasing variables for each company when performing an ANOVA test. We placed

the average purchasing variable as the dependent variable, situation 1 and 2, which were our

independent variables were placed under fixed factors and we controlled for age, gender, income,

part of the country they are from by placing those under covariates. We found a significant

of .004 between situation 2, which was whether or not they had seen the ad, and their purchasing


variable importance towards Blockbuster. This indicates that if we advertise to customers we

can change their intent to purchase and therefore, we further broke down these results in our later

T- tests.

T-TESTS:


We performed a T-test to further explain of the results we found in our ANOVA’s as well

as to explore other areas of our findings. We placed the our independent variables, situation 1 &

2 in the grouping variable and defined the groups as 0 and 1. We then placed the specific

questions related to purchasing attitude and brand attitude under the test variables column. This

allowed us to further determine what variables had the greatest effect on specific areas of brand


and purchasing attitude. For our T-tests we used a significance of about .10 instead of .05

because of our smaller sample size. We found there was a significant effect of .103 between

participant’s attitude of Blockbuster and situation 2. Those who had treatment 2, the

advertisement, had a higher mean brand attitude towards Blockbuster as a company. This further


explains what we had found with our ANOVA and clearly demonstrates that Blockbuster can

improve their brand image through advertisements.

We also found that there was a significant effect of .136 between participant’s selection

of movies when purchasing from Blockbuster and situation 2. Those who had treatment 2, the

advertisement, had a higher positive attitude towards purchasing from Blockbuster because of


their great selection. This means that by advertising the factor which clearly differentiates

Blockbuster from other competitors, their extensive selection, Blockbuster could influence

customers purchasing habits. This is a key factor which Blockbuster should focus on when

setting their strategic plan for the upcoming year.


Competitors Results

ANova

Following the same steps we explained for the ANOVA we performed for Blockbuster, we

did the same with the ANOVA for the competitors. After running the ANOVA we found a

significance of .046 between situation one, which was the movie log, and their brand attitude


towards Netflix. This was an interesting finding and indicates that possibly by making people

consciously look and think about when and how they purchase they were more aware of their

habits and more likely to plan to purchase from Netflix, as their delivery can take a couple of

days.


We also found a significance of .039 between income and their brand attitude of Red Box.

This was not surprising, as most people who have a lower income are willing to spend less on

movie rental purchases. However, this was something we thought would be important to look

into when performing our T-tests.


T-Test

Following the same steps we explained for the T-Test we performed for Blockbuster, we

did the same with the T-Test for the competitors.

Netflix:


After running the T-Test we found a significant effect of .116 between situation one,

which was the movie log, and their brand attitude towards Netflix, those who had kept the movie

log had a higher positive attitude towards the brand Netflix. This further explains the results we

found in our ANOVA and indicates that by making consumers aware of their purchasing and


viewing habits, Netflix can improve their brand image. This shows an entirely different

approach that those who are interested in Netflix respond to.

We also found a significant effect of .099 between situation 2, the advertisement, and

their last experience with Netflix. Those who had seen the Blockbuster advertisement had a

lower mean and therefore rated their last experience with Netflix lower. This indicates that by


increasing the amount of advertising that Blockbuster is doing, they can in-turn decrease

consumers attitude towards competitors.

We found a significant effect of .048 between situation 2, the advertisement, and brand

loyalty when purchasing from Netflix. Those who were shown the ad about Blockbuster,

reported that brand loyalty was less important to them when buying from Netflix. This may


reflect the fact that once they saw the options that were out there for Blockbuster, they realized

that it was the better option and that they may use Blockbuster in the future, making them feel

less brand loyal to Netflix.

OnDemand:


Additionally, for OnDemand buying habits there was a significant effect in of situation 1,

which was tracking a movie log, and the purchase decision variables of selection, quality and

brand loyalty. People who did the movie blog ranked selection with higher importance. People

who did the movie blog, ranked quality with more importance. This shows that when people

recorded their habits, they may have realized a need for variety and the importance of high


quality movies. Furthermore, since these participants filled out the log, they also may be more

avid movie watchers. People who did the movie blog put less importance on brand loyalty when

making a selection at Ondemand. This could be because OnDemand is used more out of

convenience and is a one time purchase fee, not a monthly payment. Therefore, they could use

OnDemand purely out of ease, not because of the actual company.


Redbox:

For the data on Redbox, there is significant effect of situation 2, the advertisement, on

attitude of Redbox product and the company. People that saw the advertisement of Blockbuster,

had a lower rating of Netflix as a company and its products. This may be because once the


participant saw what Blockbuster has to offer in the ad, they realized what Netflix was missing.

Since they were better educated on the options out there, they felt Netflix was subpar to

Blockbuster.

For Redbox, there is a significant effect of situation 2, the advertisement and the

importance of brand loyalty in the purchasing decision. When there was an advertisement, less


significance was placed on brand loyalty. This could be because once participants saw what

Blockbuster had to offer, they realized they might want to try Blockbuster, and therefore would

become less brand loyal to Redbox. Once they saw the Blockbuster option of bluebox, they had a

direct competitor to Redbox with a more familiar name.


Short Answer

Our diamond shaped survey had only limited areas with short answer questions; however,

this qualitative data was important to contributing to our findings. We first came up with codes

(Exhibit 10) to help categorize our participant’s responses (Exhibit 9), we then broke the results

into smaller tables to help better analyze the results. In Part 1 of our survey (Exhibit 8) we were


able to determine the service each participant uses to view their movies, we then coded their

short answer results, which directly correlates to why they chose that particular service. Our

results reflect this break down by categorizing them into smaller charts (Exhibit 12-16) based on

the responses they had to Part 1 of the survey showing the service they use, and then determining

the most important factors that contribute to that decision based on the coding of their short


answer.

Our results showed that answers A, B, & C which involved Netflix, driving to Blockbuster or

purchasing from Blockbuster Blue Box were the least selected, and that the main reason people

choose these are because of convenience. On the other hand answers E & F which involved Red

Box or OnDemand purchases received the most responses, and while convenience was ranked


number two in both which still demonstrates the importance of convenience, price ranked

number one for Red Box and Easy ranked number one for OnDemand. The result of price

correlates directly to our findings in our quantitative data, and further reinforces that this

particular audience is very concerned with price. Also, the results from OnDemand demonstrate

that while convenience is important, sheer laziness is really what our consumers are looking for,


the phrase, “at the click of a button” is really something that seems to drive this target market.

While convenience or selection might have been the differentiating factor years ago, consumers

are looking for even more now a days and these results show that.


Recommendations

Based not only on our quantitative data, but also our qualitative data we have determined

some recommendations on how Blockbuster can combat the down turn their business is facing as

a result of their slow adaptation to the changes in technology and consumer preferences. Our

quantitative data shows that there is a significant relationship between the reasons that people


purchase and those who saw the Blockbuster advertisement, therefore we believe Blockbuster

needs to invest more money into advertising, specifically the new services they have, such as

Blockbuster Blue Box and Blockbuster OnDemand. Our results also shows that subjects who

saw the advertisement had a higher positive attitude of Blockbuster, this means advertisements

affect not only purchasing decisions, but perceptions of the company as well. Even further


supporting the importance of advertising for Blockbuster, our results showed that subjects who

saw the ad, showed less satisfaction with other companies. All of these examples show the

significant effects of advertising to consumers to not only improve Blockbusters brand image,

but the purchasing habits of consumers.

Based on the quantitative results we have acquired as well as the qualitative results we


analyzed it is clear that Blockbuster does have a wonderful section of movies, which consumers

do value. We have also determined that convenience, easiness and price are also key factors they

consider when purchasing. Because our study was done primarily among college students our

recommendation is that Blockbuster should capitalize on college students lack of mobility, lack

of funds and laziness. We propose that Blockbuster expand the place they provide their service


Blue Box, by placing them on college campuses all around the Northeast. This is an ideal

solution that combines the convenience students want, at a price they can afford with a selection

that beats nearly all of their competitors.

Work Cited

http://paidcontent.org/article/419-new-eye-popping-netflix-growth-stats/


Appendix

Exhibit 1: SWOT Analysis

Strength Weaknesses


Brand familiarity Movie and video game rentals Global locations No late fees Partnered with TIVO for On

Demand

Weak, damaged brand Unsuccessful with the in-home movie

delivery system High operating expenses Poor investor confidence Slow to adapt to technological

changes


Opportunities Threats


Create store experience Online distribution Develop a stronger in home movie

delivery system Develop Blue Box onsite rental

market Partner with television/blue-ray

manufacturers for online downloads

Economic Slowdown More locations closing Competition

- Red box - Netflix - Pay Per View - On Demand

Continued technological change


Exhibit 2: Moderators Guide:

What do you think of Blockbuster?

What have you heard recently about Blockbuster as a company?

What do you think will happen to Blockbuster in the future?


Why do you think Blockbuster is suffering?

What must Blockbuster do to survive?

What are Blockbuster’s competitors doing that it is not?

Have you used Blockbuster in the past?

o Why did you use Blockbuster in the past?


o Why don’t you use Blockbuster as much anymore?

Which renting method did you use to rent your last movie?

What is your preferred method of renting?

o Why do you like this method the best?

What attributes must a movie renting service have in order for you to use it?


Exhibit 3: Interview Results Coded

Theme Code Number of people

Disappointed in the Brand D 2

Indifferent I 3

Routine R 1


Emotional Attachment EA 4

Selection S 3

Price P 3

Loyal Customer LC 1

Technology T 2


Convenience C 9

Not Informed NI 1

Exhibit 4: Perceptuel Map


Exhibit 5: Conceptuel Map


Exhibit 6: Research DesignA1 (tracking what they are doing)

A1 (tracking what they are doing)

A2 (not tracking)

A2 (not tracking)


B1 Sees advertisement for blockbuster

B2 Doesn’t see advertisement

B1 sees advertisement

B2 Doesn’t see advertisement


Takes the survey

Takes the survey

Takes the survey

Takes the survey

TreatmentàTreatment

Treatmentà Control

Control àTreatment

ControlàControl


Exhibit 7: Movie Log Subject Number:_____

Dear ParticipantThank you for taking the time to participate in our project. We will be using this information anonymously to help determine television and movie watching/ rental use. Please keep a log of any movies or television shows you attend, rent or simply watch on television or online. Identity what movie and what source was used to obtain the movie. Here are some sample days

Monday Tuesday


Hulu.com: Grey’s Anatomy

OnDemand: Summer Catch

Live TV: Everybody Loves Raymond

Live TV: Gossip Girl (1 hour)

Live TV: news (30 min)

Netflix: Bourne Identity

The calendar attached starts on October 11th, please write down anything you can remember from last week and on!


At the end of October we will collect this information and issue a survey to better understand your preferences. Thank you again for participating. If there are any questions please email : [email protected].

Television and Movie LogParticipant:________________________

Monday Tuesday Wednesday Thursday Friday Saturday Sunday


11 12 13 14 15 16 17


18 19 20 21 22 23 24


25 26 27 28 29 30 31


Exhibit 8: Survey


Participant #:____

Survey QuestionsPart 1:Given this situation:You and your friends are having a movie night in. Which of the following options describes you best?


a. Already planned for this night, my Netflix movie was delivered yesterday (1 DVD per time for $8.99 per month) -1

b. Jump in the car and pickup my favorite Blockbuster movie to rent (2 miles away)(1 DVD for five days, $ 5) -2

c. Drive to the nearest Blockbuster Blue Box location (2 miles away)(1 DVD, $1 per day) -3

d. Already had a movie delivered from Blockbuster online (1 DVD per time for $8.99 per month, includes free Blue-ray movies) - 4

e. Go to a redbox kiosk (2 miles away) (1 DVD, $1 per day) -5


f. See what’s on demand, too lazy to leave my room ( 1 movie, $5.99 for 24 hours) - 6

Please give a brief explanation of your choice:


Part 2:


Please answer the following questions about your background. Your responses here and throughout the questionnaire will be held strictly confidential.

1. What is your Gender? a. Male - 1b. Female -2

2. What is your current age?a. 18-24 -1


b. 25-29 -2c. 35-44 -3d. 45-54 -4e. 55-64 -5f. 65 + -6

3. What part of the country do you live in?a. Northeast -1b. Southeast - 2


c. Midwest -3d. Southwest -4e. Pacific - 5

4. What is your approximate household income?a. $0-$20,000 -1b. $20,000-$40,000 -2c. $40,000-$60,000 -3d. $60,000-$80,000 -4


e. $80,000- Up -5


Part 3:This section is based on a 1 to 7 scale, one being least favorable and five being most favorable with 4 being neutral. Please check the number which most closely correlates to your feelings of each brand. Least Favorable


Most Favorable1 2 3 4 5 6 7

What is your attitude towards Blockbuster products?

What is your attitude towards Netflix products?

What is your attitude towards On Demand products?


What is your attitude towards redbox products?

Rate your last experience purchasing a Blockbuster product

Rate your last experience purchasing a Netflix product


Rate your last experience purchasing an On Demand product

Rate your last experience purchasing a Redbox product

What is your attitude towards Blockbuster as a company?


What is your attitude towards Netflix as a company?

What is your attitude towards On Demand as a company?

What is your attitude towards redbox as a company?


Part 4:Answer the following questions based on a scale from 1-5, one being least important and five being most important with three being neutral.

1. When thinking about the reason you purchased your last movie at Blockbuster rate the following reasons according to their relative importance in your decisions making on a scale from 1-5.

a. Convenience ____


b. Selection of movies ____c. Price ___d. Quality of the movie (HD, Blue ray) ____e. Brand loyalty ____

2. When thinking about the reason you purchased your last movie at Netflix rate the following reasons according to their relative importance in your decisions making on a scale from 1-5.

a. Convenience ____


b. Selection of movies ____c. Price ____d. Quality of the movie (HD, Blue ray) ____e. Brand loyalty ____

3. When thinking about the reason you purchased your last movie at On Demand rate the following reasons according to their relative importance in your decisions making on a scale from 1-5.


a. Convenience ____b. Selection of movies ____c. Price ____d. Quality of the movie (HD, Blue ray) ____e. Brand loyalty ____

4. When thinking about the reason you purchased your last movie at redbox rate the following reasons according to their relative importance in your decisions making on a scale from 1-5.


a. Convenience ____b. Selection of movies ____c. Price ____d. Quality of the movie (HD, Blue ray) ____e. Brand loyalty ____

Part 5:


Please answer the following questions about movie rental packages. 5. Do you rent movies on a regular basis?

a. Yes - 1b. No - 2

6. Do you have a current movie rental package (mail, online or subscription)?a. Yes - 1b. No - 2


7. If Yes please select the answer that most closely reflects your package?a. TV On Demand Service with your cable provider – 1 b. Online subscription - 2c. Other _______________________________

8. If No please select the answer that most closely reflects your routine?a. Renting from a local store (Blockbuster or other retail stores) - 1b. Renting from Red Box - 2 c. Other ____________________________


9. How often do you rent movies?a. Less than once per month – 1 b. Once per month - 2 c. Several times per month – 3 d. Once per week – 4 e. Several times per week – 5

10. On average, how much do you spend on ONE movie rental?


a. $1 or less - 1b. $2-$3 - 2c. $4-$5 - 3d. $5 or more - 4

11. What forms of technology do you use to watch movies? (Circle all that apply)a. Home television -1 b. Computer - 2c. iPod - 3


d. Phone - 4

12. On a scale of 1-7, how tech-savvy are you? (1 being not at all tech-savvy, 7 being very tech-savvy)

Not tech-savvy 1 2 3 4 5 6 7 Very tech-savvy13. What percentage of your movie rentals would you say are new releases?

a. 0%-25% - 1 b. 25%-50% - 2


c. 50%-75% - 3d. 75%-100% - 4

14. How soon after you rent a movie do you watch it?a. Right away/Within same day – 1 b. 1-2 days later - 2c. More than 2 days later – 3 d. A week later – 4


Part 6:


Please answer the following questions about your preferred method of movie rentals.

15. The following question is based on a 1 to 7 scale, one being very unsatisfied, five being very satisfied, and 4 being neutral. Please check the number which most closely describes you.

How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7


Please give a brief explanation of your choice:

16. Where do you like to purchase your movie rentals the most?a. In my home – 1 b. At a movie rental store – 2 c. At a rental kiosk in a mass store – 3 d. Online – 4


17. Why do you like to purchase movie rentals this way?a. It is the fastest – 1 b. It is the most convenient – 2 c. It is the least expensive – 3 d. It is the easiest – 4 e. Other________________________


Exhibit 9: Short Answer Responses

A: had a choice, convenient because the movie was mailed right to my houseHow satisfied are you with the service you 1 2 3 4 5 6 7


receive from your current method of renting movies?

X

convenient, came quickly, choice

______________________________________________________________________________B When there was a blockbuster in my town, this was my favorite thing to do. Being able to select a movie after browsing was the best choice for me.

How satisfied are you with the service you receive from your current method of renting

1 2 3 4 5 6 7X


movies?

Very satisfied, good movie, good pricing, convenient

B I like having a big selection of movies. I also like renting old movies sometimes that I can’t get ondemnd


1 2 3 4 5 6 7X


B we don’t know which one to pick based upon agreement and preferences at the time How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

Come from internet or Blockbust store

b. I like Blockbuster because it always has new movies to choose from. It’s more pricy, but I don’t go too often.

How satisfied are you with the service you 1 2 3 4 5 6 7



x

Blockbuster is right in town so it is easy to get to, especially if I’m already out. There are a lot of new movies which you can rent for 2 days, or older movies which you can have for a week.

b. The Blockbuster store is the closest location to me. Don’t rent movies too often so I don’t use the online services


1 2 3 4 5 6 7x


movies?BB is where I usually go to rent a movie. I don’t go too often but it usually has the movie

I intended to get.

b. I like to go in the actual store (I guess I’m old-fashioned!) and physically see what they have. It’s only a little over a mile from my house, so it’s pretty convenient.


1 2 3 4 5 6 7X


It’s kind of annoying that every movie I rent from Blockbuster is $5 since I rent a lot of movies, but other than that, I don’t have any complaints.

B: Not good at planning ahead and Blockbuster is easiestHow satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7x

Wish selection of on demand was greater


B: I don’t rent movies ever because I’d rather buy them if I’m that interested. Though, I wouldn’t mind driving to Blockbuster because I would have the option to rent more than one DVD if I wanted to. Having one DVD at a time wouldn’t be ideal if I wanted to watch several movies that night.


1 2 3 4 5 6 7X

When I do rent movies, which mainly comes from ONDemand, I like how I can have multiple movies purchased but they only last a certain period


B: At home I go to blockbuster (NJ) In CT I used to go to Blockbuster but now it is closed so I usually just OnDemand a movie from comcast.


1 2 3 4 5 6 7X

______________________________________________________________________________C



1 2 3 4 5 6 7X

I use Netflix, never have had a problem with them

C. Choice C because I live very close to a blockbuster so it is convenient for me and they have a lot of DVD choices




x

Blockbuster almost always has what I am looking for and it is usually good quality

C: I would choose option C, drive to the nearest Blockbuster Blue Box because in my experience they have a greater selection than redbox does and it is the same price and distance away. Blockbuster is more likely to have older movies which could be something we are interested in watching.


______________________________________________________________________________E The redbox kiosks are extremely cheap and they usually have recent releases that I haven’t seen yet. However, I often use Ondemand as well and Netflix. It all depends on what I am looking for and the situation.


1 2 3 4 5 6 7X

The price and quality is good and I can always find what I want


E Cheap, easyHow satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

Don’t really use the same one all the time. Very spontaneous

E we have a redbox right by my house and they are usually pretty new movies. Plus, they are 1$ so cheap!



1 2 3 4 5 6 7X

I rent movies from more than one service

E How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X


It would be nicer if the ondemand movies were cheaper and you could keep them for longer, but they are still awesome

E The redbox kiosk is close and inexpensive How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

Demand is very convenient

E



1 2 3 4 5 6 7X

E Redbox usually has great choices and it’s cheap as long as you return your movie on time How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

Haven’t had a problem, no reason to complain E



1 2 3 4 5 6 7X

Movie rentals are very quick and easy

e. My choice would be the redbox kiosk. This is because it is the cheapest and the option with the least commitment. I can bring it back the next day and I am not expected an extra fee; only if I am late in returning the DVD will I be charged. I think that it is an awesome deal to get a movie for $1, also.



1 2 3 4 5 6 7X

My parents have a Netflix subscription, so when I am home I can order movies. Netflix is very convenient, you do not have to go anywhere to pick it up or worry about returning it for a specific time.

E. My first response would be (e)as I always check the redbox kiosk when I do my Saturday morning food shopping as the kiosk is located in the Stop and Shop Food Store. Most times,


however, they don’t have a movie in stock so then I would choose (c) which I would stop at on my way home from food shopping.


1 2 3 4 5 6 7X

I am very satisfied as I usually pick up a movie at the same time that I do my food shopping every Saturday morning. The redbox kiosk is located in the store so I don’t make a special trip. If I am not satisfied with the selection of movies available in the redbox, then I stop on my way home from the store at a Blockbuster. Again, I’m already out and it is on my way, so it’s pretty convenient to rent.


e. Least expensive option and I can pick up a movie while I’m out doing errands. Use to go to blockbuster, but they are closing down. The new releases are always out of stock, also.


1 2 3 4 5 6 7x

Redbox has a good amount of movies, not many new releases. But its cheap and convenient

e. It is cheap and there are plenty near my house, you can check if the movie you want is available online before you go.



1 2 3 4 5 6 7x

Convenient and cheap

e. Go to the Redbox kiosk since it’s close by and only $1.00 (and only $1.50 for blue-ray). But if the Redbox is out of movies I would want to watch (as is often the case since the kiosk is only able to hold a few copies of movies) then I would go to Blockbuster (choice “c”) for their larger selection (and larger selection in Blue Ray).




X

The new releases I want aren’t always in Redbax, and thn if I go to Blockbuster wher the new newrelase are in, then I have to pay $4.00 more

E: Redbox usually has better choices than on demand it is pretty close to the house. Also it is much cheaper than renting a movie on on-demand.


1 2 3 4 5 6 7x


movies?I don’t rent movies all that often, but when I rent them from on demand they are way to expensive.

E: There is a Redbox less than 1 block away from my dorm so it’s really convenient, and you can’t beat the $1 price!: Have time to browse the recently released movies.


1 2 3 4 5 6 7x


On demand rentals are more expensive than red box and less selection, but more convenient. My cable service and type of television aren’t the most convenient for watching movies as well.

E: Have time to browse the recently released movies.How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7x


On demand rentals are more expensive than red box and less selection, but more convenient. My cable service and type of television aren’t the most convenient for watching movies as well.

E: I’d rather be able to watch a movie one time and just pay $1. I don’t want to pay $10/month if I only watch 1 or 2 movies/month.


1 2 3 4 5 6 7X


Netflix watch instantly is great – I just wish there was a better selection. But the quality is wonderful.

E: I figure I am with a group of friends and it will be hard to decide what movie to chose. I think going to a redbox kiosk will be the easiest option so everyone can go through the movies, and we can figure out what we would all like to watch.


1 2 3 4 5 6 7X


E: Blockbuster just seems so outdated. I would rather wait a few weeks for the movie to come to Rebox because it is cheaper and more convenient. There are more locations of Redbox in my area and the movie selection is usually pretty decent and I never have a problem finding something to watch. Blockbuster express is the same idea, but I only know of one location so it’s not practical. My parents just got Netflix, but I have yet to utilize it and therefore have no opinion on it.


F Rarely I drive to Blockbuster only have Netflix during summer never used redbox How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

OnDemand: convenient and good selection


F Ondemand comes with my cable so take advantage of it!How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

I can always find a good movie ondemand or Netflix

F I’m not one to plan aheadHow satisfied are you with the service you 1 2 3 4 5 6 7



X

They rarely don’t have what movie I am looking for

F I use movie torretsHow satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

The watch instantly feature is a godsend


F Usually has newst movies, convenient How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

Ondemand is convenient for home redbox is cheap and easy for at school

F For a good majority of the time, I do not have an available car, making ondemand the fastest and most convenient way to watch a movie



1 2 3 4 5 6 7X

There is a pretty good selection of movies ondemand and it is very convenient, but it is a little pricey.

F How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X


I like netfilx and ondemand

F. Fastest and easiest.How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7x

Blockbuster is annoying to return movies, but there is a great selection and is nearby


F. See whats on demand or instant on Netflix. How satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

It’s easy.

F. Good for last minute decisions to watch a movie. You don’t need to go out to get the movie or return it


1 2 3 4 5 6 7x


movies?Quick and easy, lots of choices

f. EasiestHow satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7x

This is the easiest, fastest method so I am very happy with it.

f.It’s easier to just rent on the tv.



1 2 3 4 5 6 7X

F. I picked choice F because movies on demand are very covenant. You get a lot of choices with new releases and it even comes in HD movies and you have it for 24 hours.


1 2 3 4 5 6 7x

I mainly use on demand and the price isn’t too bad so I am happy with using it.


f. EasiestHow satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7x

It convenient and always ready when I feel like watching a movie.

F. It’s the quickest, easiest way to get a movie. How satisfied are you with the service you 1 2 3 4 5 6 7



x

F. I would pick On Demand because it is the easiest option. It’s much more easier to just rent a movie off your TV then to leave your house and go to Blockbuster or redbox.


1 2 3 4 5 6 7X

I am very satisfied with on demand. It is quick and simple. F. I don’t watch movies that often, and this is most convenient



1 2 3 4 5 6 7x

Don’t rent that often, but on demand gets the job done.

F. Great for when you want to watch a movie out of the blue. It’s easy to see all the movies available (don’t have to walk around a store like Blockbuster), There’s no need to return it and you never have to get up from your chair.


1 2 3 4 5 6 7x


movies?Never had a problem with on demand. Always satisfied with the process

F. yeah way too lazy to leave my room….on demand usually has good stuff….don’t like movies enough to get up off my ass to rent them.


1 2 3 4 5 6 7X


On demand is great and I am always satisfied and can always find a movie I want to watch old or new movie.

F: I like On Demand because you can watch previews of the movies before you order it. And if you don’t like the movie after you start it, its easy to get another one (except expensive). The free On Demand movies are great for that. The other great thing is that you do not have to pay right away, you just pay it with the rest of your bills.


1 2 3 4 5 6 7x


I really enjoy On Demand, the only two drawbacks are the price and the fact that you only have 24 hours to watch it.

F: Too tired to go anywhere, haven’t seen a lot of moviesHow satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7x

Not enough movie selectionsF: On demand usually has all the movies I’d want to watch anyway.




X

On demand is easyF: it’s the most convenient. Wouldn’t say that’s my choice because I’m lazy though! I have never used NetFlix. The Blockbuster near me closed a couple of years ago so I assumed that many (or most) have closed.


1 2 3 4 5 6 7x


On Demand is very convenient, a little on the pricey side, and I wish there was a larger selection.

F: Don’t feel like driving anywhere, would rather just pick something on TVHow satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7x

On demand, usually has a good variety of movies new and old, very convenient


F: I usually just look at see what movies are on demand. They are usually the same price as going to blockbuster and I don’t have to drive to a store to find a movie to watch.


1 2 3 4 5 6 7X

I really like on demand it has a lot of movies to choose from. There are also a lot of free movies to watch.

F: It’s easier to use OnDemand if you want to watch a movie.How satisfied are you with the service you 1 2 3 4 5 6 7



X

Wish OnDemand had more movie choices

F: on demand is just more convenient- don’t need to leave the house, can browse easier. And you don’t have to remember to take it back.


1 2 3 4 5 6 7X


Like the convenience, but don’t like the limited selection

F: There are typically plenty of choices to pick from on-demand and it is cheaper than the subscription services. We don’t rent movies often enough to get a subscription.


1 2 3 4 5 6 7X

We typically use On Demand, it is very convenient and cheaper than the store (or a subscription service). However, they don’t always have the best selection.


F: Might as well take advantage of the movies on demand since we are already paying for themHow satisfied are you with the service you receive from your current method of renting movies?

1 2 3 4 5 6 7X

Sometimes on-demand doesn’t work and the movie selection is sometimes limited

F: Tivo gives me the option of both Blockbuster on Demand and Amazon on Demand. Between the two, I am likely to find a movie that I will enjoy. In the past, I would have chosen Netflix, however, I didn't use it enough and was essentially paying $8.99/month for one movie. Using on demand saves me money, and time I would have spend returning the movie.



1 2 3 4 5 6 7X

I am mostly satisfied. On occasion, On Demand service will not have the movie I am looking for.

Exhibit 10: Coding Break Down

C Convenient


P Price (Good) MS Movie Selection (Good) E Easiest Q Quality (Good) L Lazy

Exhibit 11: Coding Master Chart


Number Letter Code Satisfied 1 A C 62 B C 73 B MS 64 B MS 75 B C 76 B C 67 B E 58 C C 6


9 E P 710 E P 411 E C 612 E P 613 E MS 714 E E 615 E P 616 E C 617 E P 618 E C 7


19 E P 420 E MS 321 E C 422 E C, 423 E P 624 E E 725 F C 526 F MS 527 F MS 628 F C 6


29 F F 630 F E 631 F E 732 F E 733 F E 734 F C 635 F E 736 F E 737 F E 738 F C 7


39 F E 640 F E 541 F C 542 F C 543 F P 544 E P 745 F L 446 E C 547 F L 648 E E 7


49 E C 550 E E 4


Exhibit 12-16 Charts


Charts

Univariate Analysis of Variance

Block attitude Average (ANova)


Between-Subjects Factors

Value Label N

Situation .00 No Movie Blog

39

1.00 Movie Blog 41Situation2 .00 No Ad 40

1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:BlockAttitude_Average

Source Type III Sum of Squares df Mean Square F Sig.

Corrected Model 20.385a 7 2.912 1.361 .235Intercept 46.555 1 46.555 21.759 .000Gender 1.911 1 1.911 .893 .348Age 3.712 1 3.712 1.735 .192


Country 10.946 1 10.946 5.116 .027Income .684 1 .684 .320 .573Situation .173 1 .173 .081 .777Situation2 .945 1 .945 .442 .508Situation * Situation2

1.214 1 1.214 .567 .454

Error 154.047 72 2.140Total 1833.667 80


Corrected Total 174.432 79

a. R Squared = .117 (Adjusted R Squared = .031)Blockbuster Purchase Average



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:BlockPurchase_Avg


Corrected Model 3.055a 7 .436 1.916 .079Intercept 14.251 1 14.251 62.586 .000Gender .532 1 .532 2.336 .131


Age .212 1 .212 .930 .338Country .283 1 .283 1.241 .269Income .024 1 .024 .106 .746Situation .041 1 .041 .182 .671Situation2 2.017 1 2.017 8.857 .004Situation * Situation2

.172 1 .172 .756 .388

Error 16.394 72 .228Total 748.745 80



a. R Squared = .157 (Adjusted R Squared = .075)


Netflix attitude average

Tests of Between-Subjects EffectsDependent Variable:Netflixattitude_average


Corrected Model 14.823a 7 2.118 1.430 .208Intercept 98.811 1 98.811 66.707 .000Gender 4.787 1 4.787 3.232 .077


Age 1.419 1 1.419 .958 .331Country .521 1 .521 .352 .555Income .059 1 .059 .040 .843Situation 6.140 1 6.140 4.145 .046Situation2 2.612 1 2.612 1.763 .189Situation * Situation2

1.035 1 1.035 .699 .406

Error 100.726 68 1.481Total 2284.444 76


Netflix Purchase Avg



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:NetflixPurchase_avg




Age .012 1 .012 .043 .837Country 1.459 1 1.459 5.007 .028Income .140 1 .140 .480 .491Situation .000 1 .000 .001 .973Situation2 5.116E-5 1 5.116E-5 .000 .989Situation * Situation2

.046 1 .046 .158 .692

Error 20.982 72 .291Total 877.449 80


OnDemand attitude average


Tests of Between-Subjects EffectsDependent Variable:OndemandPurchase_Avg


Corrected Model 13.315a 7 1.902 1.593 .151Intercept 89.283 1 89.283 74.792 .000Gender .226 1 .226 .189 .665


Age 8.686 1 8.686 7.276 .009Country .516 1 .516 .432 .513Income .000 1 .000 .000 .990Situation .823 1 .823 .689 .409Situation2 1.889 1 1.889 1.583 .212Situation * Situation2

2.384 1 2.384 1.997 .162

Error 85.950 72 1.194Total 2848.778 80


OnDemand Purchase Avg



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:OnDemPurchase_Avg


Corrected Model 1.428a 7 .204 1.413 .213Intercept 24.256 1 24.256 168.073 .000Gender .006 1 .006 .041 .840


Age .175 1 .175 1.214 .274Country .014 1 .014 .094 .760Income .250 1 .250 1.732 .192Situation .314 1 .314 2.177 .144Situation2 .540 1 .540 3.743 .057Situation * Situation2

.149 1 .149 1.034 .313

Error 10.391 72 .144Total 816.823 80


RedBox attitude average


Tests of Between-Subjects EffectsDependent Variable:Redboxattitude_average


Corrected Model 21.778a 7 3.111 1.717 .119Intercept 31.694 1 31.694 17.492 .000Gender 1.472 1 1.472 .812 .371


Age 5.457 1 5.457 3.012 .087Country .991 1 .991 .547 .462Income 8.031 1 8.031 4.433 .039Situation .007 1 .007 .004 .949Situation2 4.207 1 4.207 2.322 .132Situation * Situation2

.381 1 .381 .210 .648

Error 125.019 69 1.812Total 2045.222 77


RedBox Purchase Average



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:RedBoxPurchase_Avg




Age .168 1 .168 .950 .333Country .173 1 .173 .978 .326Income .005 1 .005 .028 .868Situation .116 1 .116 .654 .421Situation2 .078 1 .078 .441 .509Situation * Situation2

.096 1 .096 .544 .463

Error 12.721 72 .177Total 768.774 80




(pur descriptive as the first item to start with as well as means and percentages, histigram) data

seems to be normally distritbutes, for average scores for situations

Used desc when scanning for outliers


Descriptives

Descriptives on BlockBuster Attitude


Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Attitude- blockbuster 80 1.00 7.00 4.4375 1.65998rate your last experience-blockbuster

80 1.00 7.00 4.8000 1.58633

attitude toward blockbuster as a company

80 1.00 7.00 4.4250 1.64413

Valid N (listwise) 80


Descriptives Block Buster Purchases




variable ranking of reason for purchasei

80 1.00 5.03 3.4003 1.36541


80 1.00 5.00 3.5823 1.53942


80 1.00 5.00 2.8481 1.15932



80 1.00 5.00 2.9620 1.38201


80 1.00 5.00 2.3038 1.40842



Descriptives OnDemond Attitude




attitude-on demand products

65 2.00 7.00 5.8462 1.14879

rate your last ondemand 65 1.00 7.00 6.1846 1.07372attitude toward on demand as a company

65 2.00 7.00 5.8154 1.28565



Decriptives OnDemand Purchase





80 1.00 5.00 4.0506 1.53358


80 1.00 5.00 3.3418 .97936


80 1.00 5.00 2.8228 1.25041


80 1.00 5.00 3.0886 1.20326



80 1.00 5.00 2.5570 1.47337


Descriptives Netflix Attitude




Attitude-netflix products 61 1.00 7.00 5.3115 1.45535rate your last experince netflix

60 1.00 7.00 5.5167 1.45546

attitude toward netflix as a company

60 2.00 7.00 5.6667 1.31054



Descriptives Netflix Purchasing





80 1.00 5.00 3.6452 1.26388


80 1.00 5.00 3.7742 1.04844


80 1.00 5.00 3.2097 1.02051


80 1.00 5.00 3.0000 1.22216



80 1.00 5.00 2.7097 1.31580


Descriptives RedBox Attitude




attitude- red box products 80 1.00 7.00 4.8987 1.61946rate your last redbox 80 1.00 7.00 4.8974 1.74000attitude toward red box as company

80 1.00 7.00 5.0625 1.61750



Descriptives Red Box Purchases




80 1.00 5.00 3.6051 1.21916



80 1.00 5.00 3.0529 .89852


80 1.00 5.00 3.5438 1.35056


80 1.00 5.00 2.8227 1.09753


80 1.00 5.00 2.3318 1.40780



T-testVariable: Attitude towards block buster (1-7 scale) Group: situation one and twoDefine group (o and 1 always)

T-Test


Blockbuster Attitude Situation 1


Group Statistics

SituationN Mean Std. Deviation

Std. Error Mean

Attitude- blockbuster No Movie Blog 39 4.3077 1.64083 .26274

Movie Blog 41 4.5610 1.68892 .26376

rate your last experience-blockbuster

No Movie Blog 39 4.7692 1.52973 .24495

Movie Blog 41 4.8293 1.65684 .25876


No Movie Blog 39 4.3846 1.71088 .27396

Movie Blog 41 4.4634 1.59840 .24963


Independent Samples Test

t-test for Equality of Means

tSig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower Upper


Attitude- blockbuster -.680 .499 -.25328 -.99501 .48845

-.680 .498 -.25328 -.99448 .48791


-.168 .867 -.06004 -.77083 .65075

-.168 .867 -.06004 -.76940 .64933


-.213 .832 -.07880 -.81540 .65781

-.213 .832 -.07880 -.81684 .65924


Blockbuster Attitude Situation 2

Group Statistics


Situation2N Mean Std. Deviation

Std. Error Mean

Attitude- blockbuster dimensi

on1

No Ad 40 4.3250 1.80295 .28507

Ad 40 4.5500 1.51826 .24006



dimensi

on1

No Ad 40 4.9250 1.59144 .25163

Ad 40 4.6750 1.59144 .25163

attitude toward di No Ad 40 4.1250 1.60428 .25366


blockbuster as a company mensi

on1

Ad 40 4.7250 1.64843 .26064




tSig. (2-tailed)

Mean Difference


Lower Upper

Attitude- blockbuster -.604 .548 -.22500 -.96696 .51696

-.604 .548 -.22500 -.96730 .51730

rate your last .703 .484 .25000 -.45846 .95846


experience-blockbuster

.703 .484 .25000 -.45846 .95846


-1.650 .103 -.60000 -1.32407 .12407

-1.650 .103 -.60000 -1.32407 .12407

Blockbuster Purchase Situation 1


Group Statistics


Std. Error Mean


No Movie Blog 39 3.2571 1.39102 .22274

Movie Blog 41 3.5366 1.34346 .20981


No Movie Blog 39 3.4252 1.60007 .25622

Movie Blog 41 3.7317 1.48365 .23171



No Movie Blog 39 2.6884 .97652 .15637

Movie Blog 41 3.0000 1.30384 .20363


No Movie Blog 39 3.1785 1.44876 .23199

Movie Blog 41 2.7561 1.29962 .20297


No Movie Blog 39 2.4693 1.37172 .21965

Movie Blog 41 2.1463 1.44154 .22513




tSig. (2-tailed)

Mean Difference


Lower Upper


-.914 .363 -.27951 -.88817 .32915

-.913 .364 -.27951 -.88877 .32976



-.889 .377 -.30652 -.99294 .37990

-.887 .378 -.30652 -.99443 .38139


-1.205 .232 -.31159 -.82637 .20319

-1.214 .229 -.31159 -.82315 .19998


1.374 .173 .42242 -.18957 1.03440

1.370 .175 .42242 -.19149 1.03632


1.026 .308 .32299 -.30399 .94996

1.027 .308 .32299 -.30320 .94917


Blockbuster Purchase Situation 2

Group Statistics


Std. Error Mean

variable ranking of reason di No Ad 40 3.2500 1.48064 .23411


for purchasei mensi

on1

Ad 40 3.5507 1.24010 .19608



for purchasei mensi

on1

Ad 40 3.8396 1.52874 .24172



for purchasei mensi

on1

Ad 40 3.0212 .91994 .14545



for purchasei mensi

on1

Ad 40 2.9741 1.16547 .18428



for purchasei mensi

on1

Ad 40 2.4576 1.41164 .22320




tSig. (2-tailed)

Mean Difference


Lower Upper


-.985 .328 -.30065 -.90860 .30730

-.985 .328 -.30065 -.90890 .30760


-1.507 .136 -.51456 -1.19441 .16530

-1.507 .136 -.51456 -1.19441 .16530



-1.342 .183 -.34620 -.85969 .16729

-1.342 .184 -.34620 -.86077 .16836


-.077 .939 -.02405 -.64318 .59508

-.077 .939 -.02405 -.64405 .59595


-.976 .332 -.30759 -.93476 .31957

-.976 .332 -.30759 -.93476 .31957


Netflix Attitude Situation 1


Group Statistics


Std. Error Mean

Attitude-netflix products No Movie Blog 39 4.9231 1.42135 .22760

Movie Blog 41 5.3902 1.44703 .22599

rate your last experince netflix

No Movie Blog 39 5.0661 1.53894 .24643

Movie Blog 41 5.5019 1.43037 .22339


No Movie Blog 39 5.3333 1.38285 .22143

Movie Blog 41 5.7944 1.20884 .18879




tSig. (2-tailed)

Mean Difference


Lower Upper


Attitude-netflix products

-1.456 .149 -.46717 -1.10599 .17166

-1.457 .149 -.46717 -1.10572 .17138


-1.313 .193 -.43580 -1.09675 .22515

-1.310 .194 -.43580 -1.09813 .22653


-1.590 .116 -.46105 -1.03840 .11631

-1.584 .117 -.46105 -1.04067 .11857

Netflix Attitude Situation 2


Group Statistics


Std. Error Mean

Attitude-netflix products di No Ad 40 5.2750 1.50192 .23747


mensi

on1

Ad 40 5.0500 1.39505 .22058

rate your last experince di No Ad 40 5.5645 1.58051 .24990


netflix mensi

on1

Ad 40 5.0145 1.36023 .21507

attitude toward netflix as a di No Ad 40 5.5642 1.49863 .23695


company mensi

on1

Ad 40 5.5750 1.10680 .17500




tSig. (2-tailed)

Mean Difference


Lower Upper

Attitude-netflix products

.694 .490 .22500 -.42026 .87026

.694 .490 .22500 -.42031 .87031


1.668 .099 .55000 -.10639 1.20639

1.668 .099 .55000 -.10662 1.20662



-.037 .971 -.01076 -.59721 .57569

-.037 .971 -.01076 -.59801 .57649

Netflix Purchase Situation 1

Group Statistics



Std. Error Mean


No Movie Blog 39 3.7461 1.30656 .20922

Movie Blog 41 3.5492 1.23033 .19215


No Movie Blog 39 3.8081 .91945 .14723

Movie Blog 41 3.7419 1.16861 .18251


No Movie Blog 39 3.1104 .88864 .14230

Movie Blog 41 3.3041 1.13486 .17724



No Movie Blog 39 2.9744 1.11183 .17804

Movie Blog 41 3.0244 1.33206 .20803


No Movie Blog 39 2.6874 1.21520 .19459

Movie Blog 41 2.7309 1.41970 .22172




tSig. (2-tailed)

Mean Difference


Lower Upper


.694 .490 .19690 -.36777 .76157

.693 .490 .19690 -.36873 .76254


.281 .780 .06617 -.40345 .53579

.282 .779 .06617 -.40092 .53326



-.847 .400 -.19367 -.64892 .26159

-.852 .397 -.19367 -.64643 .25909


-.182 .856 -.05003 -.59763 .49756

-.183 .856 -.05003 -.59530 .49523


-.147 .883 -.04357 -.63317 .54602

-.148 .883 -.04357 -.63097 .54382


Netflix Purchase Situation 2

Group Statistics


Std. Error Mean



dimensi

on1

No Ad 40 3.4379 1.43441 .22680

Ad 40 3.8524 1.04408 .16508



for purchasei mensi

on1

Ad 40 3.9129 .83601 .13218



for purchasei mensi

on1

Ad 40 3.2077 .82832 .13097



for purchasei mensi

on1

Ad 40 2.9500 1.08486 .17153



for purchasei mensi

on1

Ad 40 2.4202 1.12636 .17809




tSig. (2-tailed)

Mean Difference


Lower Upper


-1.478 .144 -.41452 -.97299 .14395

-1.478 .144 -.41452 -.97382 .14478


-1.186 .239 -.27742 -.74295 .18811

-1.186 .240 -.27742 -.74391 .18907



.018 .986 .00403 -.45317 .46123

.018 .986 .00403 -.45405 .46211


.364 .717 .10000 -.44708 .64708

.364 .717 .10000 -.44750 .64750


2.005 .048 .57903 .00417 1.15389

2.005 .049 .57903 .00365 1.15441


Ondemand Attitude Situation 1


Group Statistics


Std. Error Mean


No Movie Blog 39 5.8205 1.37404 .22002

Movie Blog 41 5.7805 1.23516 .19290

rate your last ondemand No Movie Blog 39 6.1538 1.06471 .17049

Movie Blog 41 6.0488 1.16084 .18129

attitude toward on demand as a company

No Movie Blog 39 5.7949 1.37992 .22096

Movie Blog 41 5.5854 1.44872 .22625




tSig. (2-tailed)

Mean Difference


Lower Upper



.137 .891 .04003 -.54095 .62100

.137 .892 .04003 -.54274 .62279

rate your last ondemand

.421 .675 .10507 -.39147 .60160

.422 .674 .10507 -.39040 .60053


.662 .510 .20951 -.42088 .83989

.662 .510 .20951 -.42010 .83911


Ondemand Attitude Situation 2

Group Statistics



Std. Error Mean


dimensi

on1

No Ad 40 5.7250 1.32021 .20874

Ad 40 5.8750 1.28477 .20314


rate your last ondemand dimensi

on1

No Ad 40 6.0000 1.33973 .21183

Ad 40 6.2000 .82275 .13009

attitude toward on demand di No Ad 40 5.5000 1.60128 .25318


as a company mensi

on1

Ad 40 5.8750 1.18078 .18670




tSig. (2-tailed)

Mean Difference


Lower Upper


-.515 .608 -.15000 -.72988 .42988

-.515 .608 -.15000 -.72989 .42989

rate your last ondemand

-.805 .424 -.20000 -.69490 .29490

-.805 .424 -.20000 -.69650 .29650



-1.192 .237 -.37500 -1.00127 .25127

-1.192 .237 -.37500 -1.00214 .25214

Ondemand Purchase Situation 1


Group Statistics


Std. Error Mean


No Movie Blog 39 4.0526 1.50346 .24075

Movie Blog 41 4.0488 1.58037 .24681

variable ranking of reason No Movie Blog 39 3.1626 .90446 .14483


for purchasei Movie Blog 41 3.5122 1.02767 .16049


No Movie Blog 39 2.7903 1.25988 .20174

Movie Blog 41 2.8537 1.25620 .19619


No Movie Blog 39 3.3100 1.07924 .17282

Movie Blog 41 2.8780 1.28832 .20120


No Movie Blog 39 2.8604 1.49064 .23869

Movie Blog 41 2.2683 1.41464 .22093




tSig. (2-tailed)

Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

variable ranking of .011 .991 .00380 -.68348 .69107


reason for purchasei .011 .991 .00380 -.68261 .69021


-1.612 .111 -.34958 -.78135 .08218

-1.617 .110 -.34958 -.78001 .08084


-.225 .823 -.06333 -.62352 .49686

-.225 .823 -.06333 -.62359 .49693


1.621 .109 .43192 -.09847 .96230

1.628 .108 .43192 -.09625 .96008

variable ranking of 1.823 .072 .59214 -.05452 1.23880


reason for purchasei 1.821 .073 .59214 -.05548 1.23977

Ondemand Purchase Situation 2

Group Statistics



Std. Error Mean


dimensi

on1

No Ad 40 3.9750 1.65618 .26187

Ad 40 4.1263 1.41752 .22413



dimensi

on1

No Ad 40 3.2000 .91147 .14412

Ad 40 3.4835 1.03483 .16362



for purchasei mensi

on1

Ad 40 3.0206 1.00019 .15814



for purchasei mensi

on1

Ad 40 3.1772 1.25832 .19896



for purchasei mensi

on1

Ad 40 2.4639 1.27803 .20207




tSig. (2-tailed)

Mean Difference


Lower Upper


-.439 .662 -.15127 -.83748 .53495

-.439 .662 -.15127 -.83774 .53521


-1.300 .197 -.28355 -.71763 .15054

-1.300 .197 -.28355 -.71774 .15065



-1.424 .158 -.39557 -.94863 .15749

-1.424 .159 -.39557 -.94971 .15857


-.656 .514 -.17722 -.71481 .36038

-.656 .514 -.17722 -.71487 .36044


.562 .575 .18607 -.47268 .84483

.562 .576 .18607 -.47335 .84550


Redbox Attitude Situation 1


Group Statistics


Std. Error Mean

attitude- red box products No Movie Blog 39 4.9231 1.62844 .26076

Movie Blog 41 4.8756 1.63076 .25468

rate your last redbox No Movie Blog 39 4.6128 1.75591 .28117

Movie Blog 41 5.1682 1.70184 .26578

attitude toward red box as company

No Movie Blog 39 5.1026 1.53546 .24587

Movie Blog 41 5.0244 1.71008 .26707




tSig. (2-tailed)

Mean Difference


Lower Upper


attitude- red box products

.130 .897 .04750 -.67819 .77318

.130 .897 .04750 -.67819 .77319

rate your last redbox -1.437 .155 -.55548 -1.32514 .21419

-1.436 .155 -.55548 -1.32583 .21488


.215 .831 .07817 -.64650 .80284

.215 .830 .07817 -.64457 .80091


Redbox Attitude Situation 2

Group Statistics


Std. Error Mean

attitude- red box products di No Ad 40 5.3225 1.26947 .20072


mensi

on1

Ad 40 4.4750 1.82557 .28865

rate your last redbox di No Ad 40 5.0974 1.51599 .23970


mensi

on1

Ad 40 4.6974 1.93715 .30629

attitude toward red box as di No Ad 40 5.3500 1.45972 .23080


company mensi

on1

Ad 40 4.7750 1.73187 .27383




tSig. (2-tailed)

Mean Difference


Lower Upper

attitude- red box products

2.410 .018 .84747 .14753 1.54740

2.410 .019 .84747 .14619 1.54874

rate your last redbox 1.028 .307 .40000 -.37431 1.17431


1.028 .307 .40000 -.37501 1.17501


1.606 .112 .57500 -.13797 1.28797

1.606 .113 .57500 -.13829 1.28829

Redbox Purchase Situation 1


Group Statistics


Std. Error Mean


No Movie Blog 39 3.4996 1.25425 .20084

Movie Blog 41 3.7055 1.19158 .18609

variable ranking of reason No Movie Blog 39 2.9006 .75422 .12077


for purchasei Movie Blog 41 3.1977 1.00497 .15695


No Movie Blog 39 3.4872 1.39306 .22307

Movie Blog 41 3.5976 1.32391 .20676


No Movie Blog 39 2.8539 1.16447 .18646

Movie Blog 41 2.7931 1.04354 .16297


No Movie Blog 39 2.2929 1.47245 .23578

Movie Blog 41 2.3687 1.36076 .21251




tSig. (2-tailed)

Mean Difference


Lower Upper


-.753 .454 -.20586 -.75025 .33853

-.752 .454 -.20586 -.75105 .33933



-1.490 .140 -.29716 -.69423 .09990

-1.501 .138 -.29716 -.69176 .09743


-.363 .717 -.11038 -.71513 .49436

-.363 .718 -.11038 -.71600 .49524


.246 .806 .06087 -.43080 .55254

.246 .806 .06087 -.43235 .55410


-.239 .811 -.07581 -.70648 .55487

-.239 .812 -.07581 -.70791 .55629


Redbox Purchase Situation 2


Group Statistics


Std. Error Mean



for purchasei mensi

on1

Ad 40 3.8011 1.01471 .16044

variable ranking of reason di No Ad 40 2.9773 .86203 .13630


for purchasei mensi

on1

Ad 40 3.1284 .93839 .14837



for purchasei mensi

on1

Ad 40 3.5125 1.12937 .17857



for purchasei mensi

on1

Ad 40 2.7023 .91790 .14513



for purchasei mensi

on1

Ad 40 2.0181 1.16367 .18399




tSig. (2-tailed)

Mean Differenc

e


Lower Upper



-1.448

.152 -.39205 -.93104 .14695

-1.448

.152 -.39205 -.93180 .14771


-.750 .455 -.15114 -.55224 .24996

-.750 .455 -.15114 -.55229 .25001

variable ranking .206 .838 .06250 -.54240 .66740


of reason for purchasei

.206 .838 .06250 -.54331 .66831


.981 .329 .24091 -.24779 .72960

.981 .330 .24091 -.24849 .73030


2.032 .046 .62735 .01270 1.24200

2.032 .046 .62735 .01189 1.24281


Regression – Linear

Variables Entered/Removedb

Model Variables Entered

Variables Removed Method


dimension

1 on average how much money do you spend on one movie rental, how often do you rent moviesa

. Enter


a. All requested variables entered.b. Dependent Variable: Attitude- blockbuster

Model Summary

ModelR R Square

Adjusted R Square

Std. Error of the Estimate


dimension

1 .251a .063 .038 1.62774


a. Predictors: (Constant), on average how much money do you spend on one movie rental, how often do you rent movies


ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 13.673 2 6.837 2.580 .082a

Residual 204.014 77 2.650

Total 217.688 79

a. Predictors: (Constant), on average how much money do you spend on one movie rental, how often do you rent moviesb. Dependent Variable: Attitude- blockbuster


Coefficientsa

ModelUnstandardized Coefficients

Standardized Coefficients

t Sig.B Std. Error Beta

1 (Constant) 3.011 .700 4.302 .000


how often do you rent movies

.128 .170 .084 .757 .451

on average how much money do you spend on one movie rental

.437 .197 .246 2.217 .030

a. Dependent Variable: Attitude- blockbuster


Regression

Variables Entered/Removedb

Model Variables Entered

Variables Removed Method


dimension

1 on average how much money do you spend on one movie rental, how often do you rent moviesa

. Enter


a. All requested variables entered.b. Dependent Variable: attitude- red box products

Model Summary

ModelR R Square

Adjusted R Square

Std. Error of the Estimate


dimension

1 .288a .083 .059 1.57094


a. Predictors: (Constant), on average how much money do you spend on one movie rental, how often do you rent movies


ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 17.164 2 8.582 3.478 .036a

Residual 190.026 77 2.468

Total 207.190 79

a. Predictors: (Constant), on average how much money do you spend on one movie rental, how often do you rent moviesb. Dependent Variable: attitude- red box products


Coefficientsa

ModelUnstandardized Coefficients

Standardized Coefficients

t Sig.B Std. Error Beta

1 (Constant) 6.314 .675 9.348 .000


how often do you rent movies

-.049 .164 -.033 -.300 .765

on average how much money do you spend on one movie rental

-.502 .190 -.290 -2.637 .010

a. Dependent Variable: attitude- red box products


ANOVA on Specific Variables



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:Attitude-netflix products


Corrected Model 48.813a 9 5.424 3.271 .002Intercept 7.279 1 7.279 4.389 .040wherepurchase .064 1 .064 .039 .844


timeinbtw 5.496 1 5.496 3.314 .073techsavvy 16.106 1 16.106 9.713 .003technology 7.104 1 7.104 4.284 .042moneyspent 1.184 1 1.184 .714 .401frequency 4.102 1 4.102 2.474 .120Situation 6.606 1 6.606 3.984 .050Situation2 5.841 1 5.841 3.522 .065Situation * Situation2

.464 1 .464 .280 .599


Error 116.074 70 1.658Total 2297.000 80Corrected Total 164.888 79





Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:attitude-on demand products


Corrected Model 23.018a 9 2.558 1.631 .123Intercept 69.352 1 69.352 44.221 .000wherepurchase 13.371 1 13.371 8.526 .005


timeinbtw 8.905 1 8.905 5.678 .020techsavvy .011 1 .011 .007 .933technology .099 1 .099 .063 .802moneyspent .676 1 .676 .431 .514frequency 3.582 1 3.582 2.284 .135Situation .026 1 .026 .017 .897Situation2 .440 1 .440 .281 .598Situation * Situation2

3.290 1 3.290 2.098 .152



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:attitude- red box products




timeinbtw 11.659 1 11.659 5.163 .026techsavvy 3.689 1 3.689 1.634 .205technology 4.200 1 4.200 1.860 .177moneyspent 14.484 1 14.484 6.413 .014frequency .061 1 .061 .027 .870Situation .021 1 .021 .009 .923Situation2 9.606 1 9.606 4.253 .043Situation * Situation2

.037 1 .037 .017 .898



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:rate your last experience-blockbuster


Corrected Model 22.384a 9 2.487 .987 .459Intercept 8.505 1 8.505 3.375 .070wherepurchase .819 1 .819 .325 .571


timeinbtw 1.620 1 1.620 .643 .425techsavvy 6.958 1 6.958 2.761 .101technology .781 1 .781 .310 .579moneyspent 6.039 1 6.039 2.396 .126frequency 4.947 1 4.947 1.963 .166Situation .542 1 .542 .215 .644Situation2 3.523 1 3.523 1.398 .241Situation * Situation2

.731 1 .731 .290 .592



a. R Squared = .113 (Adjusted R Squared = -.002)



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:rate your last experince netflix


Corrected Model 69.055a 9 7.673 5.040 .000Intercept 5.704 1 5.704 3.746 .057wherepurchase 1.422 1 1.422 .934 .337


timeinbtw 5.800 1 5.800 3.809 .055techsavvy 18.261 1 18.261 11.994 .001technology 1.027 1 1.027 .674 .414moneyspent 1.620 1 1.620 1.064 .306frequency 15.664 1 15.664 10.288 .002Situation 8.802 1 8.802 5.781 .019Situation2 16.733 1 16.733 10.990 .001Situation * Situation2

5.899 1 5.899 3.874 .053



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:rate your last ondemand




timeinbtw 3.901 1 3.901 3.450 .067techsavvy 5.631 1 5.631 4.980 .029technology 1.548 1 1.548 1.369 .246moneyspent 7.123 1 7.123 6.298 .014frequency .812 1 .812 .718 .400Situation .187 1 .187 .166 .685Situation2 .616 1 .616 .545 .463Situation * Situation2

.191 1 .191 .169 .682



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:rate your last redbox


Corrected Model 41.701a 9 4.633 1.642 .120Intercept 27.065 1 27.065 9.594 .003


wherepurchase .366 1 .366 .130 .720timeinbtw .334 1 .334 .118 .732techsavvy 15.459 1 15.459 5.480 .022technology 1.728 1 1.728 .612 .437moneyspent 6.980 1 6.980 2.474 .120frequency 1.056 1 1.056 .374 .543Situation 10.761 1 10.761 3.814 .055Situation2 5.990 1 5.990 2.123 .150


Situation * Situation2

6.397 1 6.397 2.268 .137





Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:attitude toward blockbuster as a company




timeinbtw .573 1 .573 .211 .648techsavvy 1.015 1 1.015 .374 .543technology 4.136 1 4.136 1.522 .221moneyspent 7.180 1 7.180 2.643 .109frequency 1.053 1 1.053 .387 .536Situation .025 1 .025 .009 .924Situation2 4.310 1 4.310 1.586 .212Situation * Situation2

2.970 1 2.970 1.093 .299



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:attitude toward netflix as a company




timeinbtw 3.097 1 3.097 2.126 .149techsavvy 3.424 1 3.424 2.350 .130technology 13.711 1 13.711 9.409 .003moneyspent 1.377 1 1.377 .945 .334frequency 2.749 1 2.749 1.886 .174Situation 3.230 1 3.230 2.216 .141Situation2 1.411 1 1.411 .968 .328Situation * Situation2

.012 1 .012 .008 .928



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:attitude toward on demand as a company




timeinbtw 6.297 1 6.297 3.227 .077techsavvy .162 1 .162 .083 .774technology 1.795 1 1.795 .920 .341moneyspent .040 1 .040 .020 .887frequency 3.818 1 3.818 1.957 .166Situation 1.013 1 1.013 .519 .474Situation2 2.515 1 2.515 1.289 .260Situation * Situation2

2.668 1 2.668 1.367 .246



Value Label N


39


1.00 Ad 40


Tests of Between-Subjects EffectsDependent Variable:attitude toward red box as company




wherepurchase 1.089 1 1.089 .423 .517timeinbtw 7.588 1 7.588 2.949 .090techsavvy 6.573 1 6.573 2.554 .115technology 2.733 1 2.733 1.062 .306moneyspent 4.448 1 4.448 1.728 .193frequency .587 1 .587 .228 .634Situation .003 1 .003 .001 .972Situation2 4.350 1 4.350 1.691 .198



.068 1 .068 .026 .871




Variable




Value Label N


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Tests of Between-Subjects EffectsDependent Variable:variable ranking of reason for purchasei




timeinbtw 15.091 1 15.091 8.690 .004techsavvy .001 1 .001 .000 .984technology .456 1 .456 .263 .610moneyspent .520 1 .520 .299 .586frequency 3.479 1 3.479 2.003 .161Situation 1.106 1 1.106 .637 .427Situation2 2.111 1 2.111 1.216 .274Situation * Situation2

.073 1 .073 .042 .838



Value Label N


39


1.00 Ad 40


timeinbtw .250 1 .250 .099 .754techsavvy .382 1 .382 .151 .698technology .474 1 .474 .188 .666moneyspent 1.060 1 1.060 .421 .519frequency .194 1 .194 .077 .782Situation 1.878 1 1.878 .745 .391Situation2 3.284 1 3.284 1.303 .258Situation * Situation2

.522 1 .522 .207 .650



Value Label N


39


1.00 Ad 40


timeinbtw 4.493 1 4.493 3.504 .065techsavvy 1.162 1 1.162 .906 .344technology .112 1 .112 .087 .769moneyspent .009 1 .009 .007 .933frequency 4.609 1 4.609 3.595 .062Situation .760 1 .760 .593 .444Situation2 3.708 1 3.708 2.892 .093Situation * Situation2

.402 1 .402 .313 .577



Value Label N


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Corrected Model 18.088a 9 2.010 1.059 .403Intercept 1.450 1 1.450 .764 .385


wherepurchase .128 1 .128 .067 .796timeinbtw 2.628 1 2.628 1.385 .243techsavvy 3.739 1 3.739 1.971 .165technology .009 1 .009 .005 .947moneyspent 4.563 1 4.563 2.405 .125frequency .144 1 .144 .076 .784Situation 2.007 1 2.007 1.058 .307Situation2 .168 1 .168 .088 .767



2.532 1 2.532 1.335 .252





Value Label N


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1.00 Ad 40


timeinbtw 2.691 1 2.691 1.368 .246techsavvy 3.086 1 3.086 1.569 .214technology .000 1 .000 .000 .991moneyspent 7.989 1 7.989 4.063 .048frequency .017 1 .017 .008 .927Situation 3.737 1 3.737 1.901 .172Situation2 3.068 1 3.068 1.560 .216Situation * Situation2

.437 1 .437 .222 .639



Value Label N


39


1.00 Ad 40


timeinbtw 1.895 1 1.895 1.253 .267techsavvy 1.311 1 1.311 .867 .355technology 2.641 1 2.641 1.747 .191moneyspent .881 1 .881 .582 .448frequency .756 1 .756 .500 .482Situation 1.077 1 1.077 .712 .402Situation2 1.630 1 1.630 1.078 .303Situation * Situation2

.200 1 .200 .132 .717



Value Label N


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1.00 Ad 40




Corrected Model 5.857a 9 .651 .562 .823Intercept 14.918 1 14.918 12.895 .001wherepurchase .023 1 .023 .020 .887


timeinbtw .054 1 .054 .047 .829techsavvy .415 1 .415 .359 .551technology 2.679 1 2.679 2.316 .133moneyspent .004 1 .004 .003 .954frequency .049 1 .049 .043 .837Situation .249 1 .249 .215 .644Situation2 .938 1 .938 .811 .371Situation * Situation2

.000 1 .000 .000 .991



Value Label N


39


1.00 Ad 40




Corrected Model 6.446a 9 .716 .661 .741Intercept 7.635 1 7.635 7.048 .010wherepurchase 9.755E-5 1 9.755E-5 .000 .992


timeinbtw .001 1 .001 .001 .980techsavvy 2.956 1 2.956 2.729 .103technology 1.167 1 1.167 1.078 .303moneyspent .272 1 .272 .251 .618frequency .017 1 .017 .016 .901Situation .762 1 .762 .703 .405Situation2 .127 1 .127 .117 .733Situation * Situation2

.127 1 .127 .117 .733



Value Label N


39


1.00 Ad 40


wherepurchase .285 1 .285 .191 .663timeinbtw .018 1 .018 .012 .913techsavvy 3.877 1 3.877 2.595 .112technology 8.623 1 8.623 5.773 .019moneyspent .088 1 .088 .059 .809frequency 1.506 1 1.506 1.009 .319Situation .640 1 .640 .428 .515Situation2 .095 1 .095 .064 .802



.022 1 .022 .015 .904






Value Label N


39


1.00 Ad 40


wherepurchase .086 1 .086 .050 .823timeinbtw .550 1 .550 .324 .571techsavvy .484 1 .484 .285 .595technology 5.774 1 5.774 3.400 .069moneyspent .430 1 .430 .253 .617frequency .942 1 .942 .554 .459Situation .860 1 .860 .506 .479Situation2 7.284 1 7.284 4.289 .042



3.202 1 3.202 1.885 .174





Value Label N


39


1.00 Ad 40


timeinbtw .535 1 .535 .210 .648techsavvy 1.230 1 1.230 .482 .490technology .055 1 .055 .022 .883moneyspent .645 1 .645 .253 .617frequency .164 1 .164 .064 .801Situation .094 1 .094 .037 .848Situation2 .358 1 .358 .140 .709Situation * Situation2

.474 1 .474 .186 .668



Value Label N


39


1.00 Ad 40


timeinbtw .655 1 .655 .661 .419techsavvy 1.628 1 1.628 1.641 .204technology .100 1 .100 .101 .752moneyspent .016 1 .016 .016 .899frequency .167 1 .167 .169 .683Situation 1.489 1 1.489 1.501 .225Situation2 1.713 1 1.713 1.727 .193Situation * Situation2

.003 1 .003 .003 .956


Error 69.442 70 .992Total 969.168 80Corrected Total 75.772 79




Value Label N


39


1.00 Ad 40


timeinbtw .422 1 .422 .288 .593techsavvy 7.143 1 7.143 4.883 .030technology .038 1 .038 .026 .872moneyspent .371 1 .371 .254 .616frequency 3.872 1 3.872 2.648 .108Situation .049 1 .049 .033 .856Situation2 2.856 1 2.856 1.953 .167Situation * Situation2

2.785 1 2.785 1.904 .172



Value Label N


39


1.00 Ad 40


timeinbtw 1.029 1 1.029 .688 .410techsavvy .301 1 .301 .201 .655technology .546 1 .546 .365 .548moneyspent .870 1 .870 .582 .448frequency .921 1 .921 .616 .435Situation 2.135 1 2.135 1.427 .236Situation2 .419 1 .419 .280 .599Situation * Situation2

1.922 1 1.922 1.284 .261



Value Label N


39


1.00 Ad 40


timeinbtw .283 1 .283 .146 .703techsavvy 4.165 1 4.165 2.153 .147technology 2.341 1 2.341 1.210 .275moneyspent 8.066 1 8.066 4.170 .045frequency .447 1 .447 .231 .632Situation 7.894 1 7.894 4.081 .047Situation2 .039 1 .039 .020 .888Situation * Situation2

8.884 1 8.884 4.592 .036



Value Label N


39


1.00 Ad 40




Corrected Model 10.666a 9 1.185 .777 .638Intercept 31.734 1 31.734 20.808 .000


wherepurchase .000 1 .000 .000 .986timeinbtw 1.935 1 1.935 1.269 .264techsavvy .735 1 .735 .482 .490technology .433 1 .433 .284 .596moneyspent .534 1 .534 .350 .556frequency .342 1 .342 .225 .637Situation .374 1 .374 .245 .622Situation2 3.594 1 3.594 2.356 .129



1.670 1 1.670 1.095 .299





Value Label N


39


1.00 Ad 40


timeinbtw .982 1 .982 1.191 .279techsavvy .989 1 .989 1.199 .277technology .227 1 .227 .276 .601moneyspent .047 1 .047 .057 .812frequency .784 1 .784 .951 .333Situation 1.105 1 1.105 1.340 .251Situation2 .439 1 .439 .532 .468Situation * Situation2

.186 1 .186 .226 .636


Error 57.708 70 .824Total 809.371 80Corrected Total 63.780 79





Value Label N


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1.00 Ad 40




Corrected Model 5.925a 9 .658 .333 .961Intercept 32.007 1 32.007 16.215 .000


wherepurchase .105 1 .105 .053 .818timeinbtw .004 1 .004 .002 .964techsavvy .106 1 .106 .054 .818technology .007 1 .007 .004 .952moneyspent 3.650 1 3.650 1.849 .178frequency .040 1 .040 .020 .887Situation .144 1 .144 .073 .788Situation2 .018 1 .018 .009 .924



.004 1 .004 .002 .962





Value Label N


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1.00 Ad 40




Corrected Model 6.543a 9 .727 .574 .814Intercept 8.626 1 8.626 6.814 .011wherepurchase 2.884 1 2.884 2.278 .136


timeinbtw .027 1 .027 .021 .884techsavvy .252 1 .252 .199 .657technology .100 1 .100 .079 .780moneyspent 2.267 1 2.267 1.791 .185frequency .003 1 .003 .002 .961Situation .286 1 .286 .226 .636Situation2 1.123 1 1.123 .887 .349Situation * Situation2

.089 1 .089 .070 .792



Value Label N


39


1.00 Ad 40


wherepurchase 4.263 1 4.263 2.271 .136timeinbtw 6.277 1 6.277 3.344 .072techsavvy .802 1 .802 .427 .516technology 7.166 1 7.166 3.817 .055moneyspent .794 1 .794 .423 .518frequency .362 1 .362 .193 .662Situation .059 1 .059 .031 .860Situation2 4.549 1 4.549 2.423 .124



.108 1 .108 .058 .811




Bibliography

Ande r son , Mae . "Compe t i t i on , chang ing hab i t s t opp l e B lockbus t e r . " Onl ineA thens . com . On l i ne A thens , 24 Sep 2010 . Web . 9 Nov 2010 . <h t t p : / /www.on l i nea thens . com/ s to r i e s / 092410 /na t_711474617 . sh tml> .


"B lockbus t e r , I nc . . " Fund ing Un ive r se . Fund ing Un ive r se , 2010 . Web . 9 Nov 2010 . <h t t p : / /www. fund ingun ive r se . com/company-h i s t o r i e s /B lockbus t e r - Inc -Company-Hi s to ry .h tml> .

"B lockbus t e r , I nc . . " Fund ing Un ive r se . Fund ing Un ive r se , 2010 . Web . 9 Nov 2010 . <h t t p : / /www. fund ingun ive r se . com/company-h i s t o r i e s /B lockbus t e r - Inc -Company-Hi s to ry .h tml> .


"B lockbus t e r I nc . . " Wik iped ia . Wik iped i a , 09 Nov 2010 . Web . 9 Nov 2010 . <h t t p : / / en .w ik iped i a .o rg /w ik i /B lockbus t e r_ Inc .> .

Blockbuster Research Project, November 2010

Education

Transcript of Blockbuster Research Project, November 2010