International Research Journal of Education and Technology

This study examines consumer satisfaction levels and brand perception in the Indian multiplex cinema industry, with a specific focus on PVR Cinemas. As one of the leading cinema chains in India, PVR has built a strong brand identity through its premium viewing experiences, technological innovation, and diverse content offerings. The research with a sample size of 100 respondents, utilizing primary data collected via structured questionnaires. Analytical tools such as percentage analysis, chi-square tests, and ranking methods are employed to evaluate consumer preferences and satisfaction indicators.

The study investigates key factors influencing customer decisions, including screen and sound quality, ticket pricing, seating comfort, food and beverage options, staff behavior, and ease of booking. It also analyzes the role of demographic and socio-economic variables in shaping customer loyalty and frequency of visits. Furthermore, the research addresses challenges such as rising ticket prices, competition from OTT platforms, and post-pandemic behavioral shifts. The insights aim to guide cinema chains like PVR in enhancing audience engagement, improving service delivery, and sustaining brand loyalty in a rapidly evolving entertainment landscape.