Show simple item record

dc.contributor.authorJordaan, Jeanne-Mari
dc.contributor.authorBotha, Karin
dc.contributor.authorViviers, Pierre-André
dc.identifier.citationJordaan, J. et al. 2015. Analyzing the ticket purchasing behaviour of younger Afrikaans cinema attendees. South African theatre journal, 28(2):180–208. []en_US
dc.identifier.issn2163–7660 (Online)
dc.description.abstractThe Afrikaans film industry is facing a difficult time, as many Afrikaans films are struggling financially. By determining the key factors contributing to the ticket purchases for Afrikaans films, the Afrikaans film industry can be assisted to increase ticket sales. Younger consumers are the future market for most industries, and since films are a leisure activity enjoyed by many young individuals, a better understanding of the needs and preferences of younger cinema attendees will contribute to the sustainability of the future market. The results revealed five key factors contributing to the ticket purchases of younger Afrikaans cinema attendee, namely Marketing, Proudly Afrikaans, Production Credentials, Quality Facilities and Quality Films. ANOVAs and t-tests were conducted to analyze the data further. It was found that all the factors have a stronger influence on the attendees the younger they are; attendees who prefer Afrikaans films over English films are also more influenced by these factors; and attendees who view three or more films in one month are more influenced by the factors Quality Facilities, Proudly Afrikaans and Production Credentials. The managerial implications of this are discussed and recommendations are made for Afrikaans film marketers and producers in order for them to better cater for the needs of this younger cinema attendee, and ultimately contribute to the growth of the Afrikaans film industry.en_US
dc.publisherTaylor and Francisen_US
dc.subjectAfrikaans filmsen_US
dc.subjectAfrikaans film industryen_US
dc.subjectyounger Afrikaans cinema attendeesen_US
dc.subjectticket purchasing behaviouren_US
dc.titleAnalyzing the ticket purchasing behaviour of younger Afrikaans cinema attendeesen_US
dc.contributor.researchID12298042 - Botha, Karin
dc.contributor.researchID22116540 - Jordaan, Jeanne-Mari
dc.contributor.researchID11772190 - Viviers, Pierre-André

Files in this item


There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record