Mkt Research - Science City

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Ankit Chaurasia-05 Priyanka Chowdhury-11 Juthika Ghosh-14

• Ananya Sen- 16 • Kausik Sen- 23 • Ayan Ghosh- 44

SCIENCE CITY VISITOR PROFILE : OBSERVATIONS AND RECOMMENDATIONS

• Source of knowledge about Science city for people living in & around Kolkata were mainly friends and relatives whereas NRIs and foreigners living abroad mostly came to know about it from tour operators. Thus Science City could tie up with tour operators to spread awareness and to increase footfall. • Primary purpose of visit for children up-to the 10th standard was “Education & entertainment” whereas for adolescents, graduates, post graduates and above it was “entertainment” only. This could be due to the fact that the models and scientific stuff on display were mostly of interest to teenagers up-to the 10th standard, post which, may be science city lacked stuff which was stimulating enough to catch the attention of people for the purpose of education. It also shows the mindset of the people wherein they are more prone to going to such places for entertainment, given the amount of professional stress in their lives, than for the purpose of education. • Purpose of visit for people from the Science background was Education and entertainment, whereas for Commerce students, it was Entertainment only. • Greater number of females tend to go in for education & entertainment as purpose of visit than males. • Where the purpose of visit being “education &entertainment” decreases with age, the purpose of visit being “entertainment” increases with age, and drops after one is in the range of 41 years & above. People in this age range generally visit Science City either to accompany children or for other reasons.

SCIENCE CITY VISITOR PROFILE : OBSERVATIONS AND RECOMMENDATIONS (contd.) • Space Theater, 3D theater & Dynamotion were most visited by people. They found these options to be the best way to be entertained as well as to gain knowledge. We can infer that people prefer the audio-visual mode over others, for both education & entertainment, hence such shows should be increased. Also, since there were almost 15 options to the question, there could be some error in judgment, as most people would not like to read through such a lengthy options list, and tend to mark either the first few or the last few of the list of options. This is a fault that could have been rectified during questionnaire design. • 3D theater was most visited by people who were post graduates and above, this could be attributed to the fact that such people were more knowledgeable about 3D technology and wanted to experience it, as compared to people in other age groups. • For people with Humanities background, Space Theater was more popular, whereas for people with Science background, Evolution Gallery, Ropeway and Aquarium were more popular. • People visiting, for the purpose of gaining knowledge opt for Evolution park and Earth Exploration hall. • The more educated one becomes, lesser is the tendency to go to places for the purpose of education. After the 12th standard, people generally choose to visit places where they get to unwind themselves (through some entertainment).