Studying the Effective Factors on Cinema Demand in Tehran: A Regression Model
The aim of this research is to study the effect of the economic, cultural, social, individual and environmental factors on the cinema demand in the city of Tehran. By a comprehensive survey of the theoretical and research literature, the five main factors influencing the demand for cinema namely economic, cultural, social, individual and environmental factors were identified and on the basis of which a questionnaire containing 76 statements in the Likrets' five point scale for measuring them was set. To determine the sustainability of this research tools, the questionnaire preliminary was distributed among 50 people from the sample members at two separate phases until it was verified. The existing questionnaire has been distributed among 800 people from the cinema attendants in Tehran who were selected in the form of cluster sampling and the resulting data was analyzed using the descriptive and inferential tests, Pearson's correlation coefficient and multi variable regression. The results implies that from the economic factors, the income and relative prices, from the social factors, the parents job, from the cultural factors, the leisure level, from the individual factors, the family expenses, from the environmental factors, the local development degree have the most impact on the demand for cinema. Furthermore, the results indicates that from the five main factors namely economic factors, cultural, social and environmental, the economic factor has the most impact on demand for cinema.