| Abstract | This paper focuses on determining factors impacting consumer decision making in a cinema context. The literature review indicates the important factors that affect visitors decision while choosing a movie before going to cinema: marketing communication (advertising, publicity), neutral information source (film review, word of mouth), film characteristic (genre, director, remake production, country of origin, actor, adaptation works, production house, title), content (story, objectionable content, technology), ease (screening schedule, title). (International conferences on business, 2012 Dubai) In this paper we can see what are the three most important factors and three most important sub-factors from these 5 main factors. |
