On Campus DvD kiosks
23
On Campus DVDs Kiosks: A Feasibility Study Presented by: Michael Bystry Amy Kasten Can Pham Nick Schulkers Trevor Wooden
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This was a class project to conduct research for a possible new business. The business selected by the team was an on-campus DVD rental venture - to determine if students are aware of DVD kiosks, would they use them if they were placed on campus, about how often, and at what price. This was a project for the MMR program at UGA.
Transcript of On Campus DvD kiosks
On Campus DVDs Kiosks:A Feasibility Study
Presented by:Michael BystryAmy KastenCan PhamNick SchulkersTrevor Wooden
Agenda
Problem Definition Research Objects Research Design Executive Summary Key Findings Conclusion Limitations
Problem Definition
Video Linx [hypothetical] is a video rental business in Athens, GA.
Membership and revenue have decreased for the past five consecutive years due to increased competition and changing customer habits.
Video Linx want to explore the possibility of installing DVD rental kiosks on the University of Georgia campus to increase rental revenue.
Research Objectives
Understand the current movie consumption habits of UGA students.
Measure demand for DVD kiosks on UGA campus.
Determine optimal locations for DVD kiosks on campus.
Research Design
• Qualitative/Exploratory Research– Conducted focus group of 3 UGA students– Conducted July 3, 2008
• Quantitative Research– Online Survey – 18 Questions, approximately 5 minutes– Pre-test survey prior to launch– Convenience sample of 34 respondents– Invited friends by email & posted survey invitation on
UGA LiveJournal community – Screened for UGA students only– Conducted July 21-25, 2008
Executive Summary
Average Monthly Consumption Off-campus = 8.1 movies; On-Campus = 6.6 movies. Top Movie Sources:
Rental Stores, national and local Network or cable television Borrowing from friends
Majority (85.3%) of respondents are aware of DVD kiosk
However, only few (11.8%) have used them.
High likelihood of usage on campus (88% probably/definitely would use) Off-campus students have mixed feelings (28.5% probably/def. would
use)
Top location for DVD kiosks: Student dormitories Student Learning Center Tate Student Center
Current Consumption Habits
Average monthly consumption is fairly equal
Off-campus students
watch slightly more (1-2 movies/mo)
Q3. Not including movie theatre visits, approximately how many movies do you watch in a typical month?
On-Campus Off-Campus0
1
2
3
4
5
6
7
8
9
7
8
Average Movies Watched Per Month
Most get movies from rental store, TV or friends
Q4. Where do you normally obtain the movies you watch? Please select all that apply.
0%
20%
40%
60%
80%
4%
28%
44%
0%
16%
72%
8%
64%
4%
12%
29% 29%
46%
7%11%
68%
29%
61%
14%18%
Ways Movies Are Obtained
On-Campus Off-Campus
Loyalty is spread and infrequent
Frequency: On-Campus Off-CampusHigh 20-25%:
Rental Stores Network/Cable TV Borrowing
25-33%:Rental StoresBorrowingMail-Order
Medium 25-33%: 50%:Rental Stores Peer-to-PeerBorrowing
20-25%: 67-75%:Rental Stores Peer-to-PeerBorrowing TV(NW, CAB, OD)
Low 100%:Mail OrderOn-Demand TVKiosk Rental
100%:Digital downloads-online storesKiosk Rental
Q5. Based on your selections in the previous question, for a typical month, please indicate the percentage of movies you obtained from each source. Your answers must total to 100%.
Demand For DVD Kiosks
On-Campus more likely to use than Off-Campus
Top Two Categories Q.10 In your current off-campus living situation, how likely would you be to use DVD rental kiosks if they were placed in convenient, central, on-campus locations? vs.Q.13 Thinking back to when you lived in a UGA dormitory, how likely would you have been to use DVD rental kiosks, at the price of one dollar per rental per night, if placed in the lobby of your dormitory?
Many are aware of kiosks but few use
Q.9 How familiar are you with DVD rental kiosks?
Fill the kiosks with Comedies & Action/Adventure
Q.14 What genres of movies would you be interested in renting at the DVD kiosks? Please select all that apply.
Too Expensive to Use at $2.50 daily
Q.15 At what price per day would you consider the movie rental at the DVD kiosks to be too expensive?
MalesFemales
DVD Kiosk Locations
High Potential Usage in Dorms
Q.13 Thinking back to when you lived in a UGA dormitory, how likely would you have been to use DVD rental kiosks, at the price of one dollar per rental per night, if placed in the lobby of your dormitory?
Off-campus split about on-campus locations
Q.10 In your current off-campus living situation, how likely would you be to use DVD rental kiosks if they were placed in convenient, central, on-campus locations?
Best Kiosk locations are SLC and Tate
Q.12 What would you consider to be convenient locations for the placement of the DVD kiosks? Please select all that apply.
Demographics
Mainly Graduate Sample, More Female
Q18. What is your current class in school?
Female 60%
Male 40%
Age Range
18 – 30
Median Age
24Q16. What year were you born? Q17. What is your gender?
Most respondents have lived in a dorm
Tailored survey according to living situation
Middle 19 answered
for both
Q2. What is your current living situation?
Limitations and ConclusionsLimitations– Small convenience sample– Study performed in Summer
Conclusions– Sufficient demand for kiosks– Locate kiosks in dormitories
