Developing a Model of Target Market Selection for Movie Products

Subject Areas : Jounal of Marketing Management

A. A. Farhangi ¹ , T. Hasanqolipour ² , A. Mozaffari ³ , E. Rashidi ⁴

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Received: 2013-08-21 Accepted : 2013-08-21 Published : 2012-10-22

Keywords: Globalization, Cinema industry, Transnational media firms, Foreign markets selection, Internationalization,

Abstract :

Despite the rich resources and abundant talent, the Iranian film industry has not had much success in international trade. One of the important decisions facing the film industry to enter global markets is target markets selection. The main objective of this research is to present a model of target markets selection for Iranian cinema products. The research model has unique characteristics of Iranian cinema. The study population consisted of all administrators and experts in Companies distributing film goods. The research data was collected through interviews and questionnaires and the statistical methods of multiple regression and path analysis were used for data analysis. Research findings indicate that six factors affect the selection of target market of cinema products: fit between audience preferences and product, supporting capabilities, potential attractiveness of market, media infrastructure, and accessibility of market and competition status.