Determining the ticket purchase behaviour of Afrikaans film theatre attendees
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The income generated from Afrikaans films has fluctuated over the years. Currently this is still the case and the profits generated from Afrikaans films over the past seven years are cause for concern. The Afrikaans film industry is struggling to keep film attendees interested in their films. The need to better understand the Afrikaans film attendees‟ purchase behaviour has become more important than ever. By obtaining this information the producers, investors and marketers of Afrikaans films can produce and market Afrikaans films according to the market‟s needs and ultimately increase Afrikaans film theatre ticket sales. The primary goal of the study was to determine the ticket purchase behaviour of Afrikaans film theatre attendees to help the industry to increase ticket sales. To achieve this goal the following objectives were set: firstly, to do a literature overview on the Afrikaans film industry. Secondly, to conduct a literature analysis to identify possible aspects that can contribute to the ticket purchases of the performing arts (with the main focus on film theatre). Thirdly, to do a comparative analysis on the ticket purchase behaviour of film theatre attendees versus live theatre attendees. Fourthly, to analyse Afrikaans students and scholars' purchase behaviour of Afrikaans film theatre tickets. Lastly, to draw conclusions from the study and to make subsequent recommendations that aim to provide solutions for the Afrikaans film industry by increasing their film theatre ticket sales. Objectives 1 and 2 were achieved in the literature study (Chapter 2). Firstly the origin and evolution of the film industry was explained; and an overview of the history of the South African film industry was provided. Purchase behaviour was studied to understand the concept in general, as well as in the context of arts and cultural goods. Different purchase behaviour models were analysed and aspects contributing to the ticket purchases of arts / culture / film theatre / live theatre productions were identified and analysed. Objective 3 was achieved in Article 1 (Chapter 3). A comparative analysis was done on the ticket purchase behaviour of film theatre attendees versus live theatre attendees. An exploratory factor analysis was conducted on the 36 identified aspects that contribute to Afrikaans film theatre ticket purchases. The data for the article was collected in 2011 and 2013 at the Klein Karoo National Kunstefees (KKNK) with questionnaires. Attendees who viewed one or more Afrikaans films in the past year were requested to complete a questionnaire. This resulted in five factors labelled: Proudly Afrikaans, Production credentials, Quality facilities, Marketing and Leisure experience. The most important factor that influenced the film theatre attendees was identified as „Proudly Afrikaans’ and the second highest factor was „Leisure experience’. Confirmatory factor analyses were then performed on 20 identical and overlapping aspects identified from the film theatre ticket purchase data and live theatre ticket purchase data (secondary data from the study of Botha, 2011). The following factors were identified: Media/ Marketing, Quality facilities, Credentials and Lesure experience. To compare the contributing factors of Afrikaans film theatre ticket purchases to the contributing factors of Afrikaans live theatre ticket purchases, a t-test was performed. The t-test indicated that the film theatre attendees are more influenced by the factors Media, Quality facilities and Leisure experience; and the live theatre attendees on the other hand were more influenced by Credentials.Determining the key factors contributing to the ticket purchases of younger Afrikaans film theatre attendees was achieved in Article 2 (Objective 4). The objective was achieved by conducting a survey amongst Afrikaans-speaking students at the North-West University (Potchefstroom Campus); and Afrikaans-speaking scholars at an inter-school sports event hosted in the North West province. The questionnaire for students was dispersed at various on-campus classes attended by the students and the questionnaire for scholars was dispersed at an inter-school sports event for Afrikaans schools from various provinces. They were targeted at different sports fields where they were participating in various sports items. An exploratory factor analysis was conducted on the collected data to determine the factors contributing to the film theatre ticket purchases of this younger Afrikaans film theatre market. Five factors were identified. These factors were labelled: Quality film, Quality facilities, Proudly Afrikaans, Marketing and Production credentials. ANOVAs and t-tests were performed to explore possible difference between the mean values of the factors based on certain independent variables. Statistical significant differences were found: men and women are influenced to the same degree by all five of these factors; the five factors have a stronger influence the younger the attendees are. Respondents who prefer Afrikaans films above English films are more influenced by all five of these factors; and film attendees who view three or more films in one month are more influenced by the factors Quality facilities, Proudly Afrikaans and Production credentials. The younger Afrikaans film viewers' most popular medium for viewing films is television (DSTV / Box Office channels). The fifth objective was achieved by drawing conclusions from the study and making appropriate recommendations. The results of this study confirm that the study assisted in making a significant contribution to the producers and marketers of the Afrikaans film theatre industry. This research helps the industry to better understand their market based on its purchase behaviour. This research enables Afrikaans film producers and marketers to improve the effectiveness of their marketing campaigns amongst Afrikaans arts festival patrons and younger Afrikaans film theatre attendees. Ultimately, implementing the recommendations of this study will lead to the increase of Afrikaans film theatre ticket sales and help sustain this currently struggling Afrikaans film theatre industry.