This was a class project to conduct research for a possible new business. The business selected by the team was an on-campus DVD rental venture - to determine if students are aware of DVD kiosks, would they use them if they were placed on campus, about how often, and at what price. This was a project for the MMR program at UGA.

1. Presented by:
Michael Bystry
Amy Kasten
Can Pham
Nick Schulkers
Trevor Wooden

2.  Problem Definition
 Research Objects
 Research Design
 Executive Summary
 Key Findings
 Conclusion
 Limitations

3.  Video Linx [hypothetical] is a video rental business
in Athens, GA.
 Membership and revenue have decreased for the
past five consecutive years due to increased
competition and changing customer habits.
 Video Linx want to explore the possibility of
installing DVD rental kiosks on the University of
Georgia campus to increase rental revenue.

4.  Understand the current movie consumption habits
of UGA students.
 Measure demand for DVD kiosks on UGA campus.
 Determine optimal locations for DVD kiosks on
campus.

5. • Qualitative/Exploratory Research
– Conducted focus group of 3 UGA students
– Conducted July 3, 2008
• Quantitative Research
– Online Survey
– 18 Questions, approximately 5 minutes
– Pre-test survey prior to launch
– Convenience sample of 34 respondents
– Invited friends by email & posted survey invitation on UGA
LiveJournal community
– Screened for UGA students only
– Conducted July 21-25, 2008

6.  Average Monthly Consumption
 Off-campus = 8.1 movies; On-Campus = 6.6 movies.
 Top Movie Sources:
 Rental Stores, national and local
 Network or cable television
 Borrowing from friends
 Majority (85.3%) of respondents are aware of DVD kiosk
 However, only few (11.8%) have used them.
 High likelihood of usage on campus (88% probably/definitely would use)
 Off-campus students have mixed feelings (28.5% probably/def. would use)
 Top location for DVD kiosks:
 Student dormitories
 Student Learning Center
 Tate Student Center

7. Current Consumption Habits

8. Average Movies Watched Per Month
9
8
8
7 7  Off-campus students
6 watch slightly more
5 (1-2 movies/mo)
4
3
2
1
0
On-Campus Off-Campus
Q3. Not including movie theatre visits, approximately how many movies do you watch in a typical month?

9. 80%
Ways Movies Are Obtained
72%
68%
64%
61%
60%
46%
44%
40%
29% 28% 29% 29%
20% 16% 18%
11% 14%
12%
7% 8%
4% 4%
0%
0%
Mail order National Locally Digital Peer-to-peer Network or On-Demand Borrowing Kiosk rental Other
rental rental store owned rental downloads file sharing Cable television from friends services
services store from online Television services
stores
On-Campus Off-Campus
Q4. Where do you normally obtain the movies you watch? Please select all that apply.

10. Frequency: On-Campus Off-Campus
High 20-25%: 25-33%:
Rental Stores Rental Stores
Network/Cable TV Borrowing
Borrowing Mail-Order
Medium 25-33%: 50%: 20-25%: 67-75%:
Rental Stores Peer-to-Peer Rental Stores Peer-to-Peer
Borrowing Borrowing TV(NW, CAB, OD)
Low 100%: 100%:
Mail Order Digital downloads-online stores
On-Demand TV Kiosk Rental
Kiosk Rental
Q5. Based on your selections in the previous question, for a typical month, please indicate the percentage of
movies you obtained from each source. Your answers must total to 100%.

11. Demand For DVD Kiosks

12. Top Two Categories
Q.10 In your current off-campus living situation, how likely would you be to use DVD rental kiosks if they were
placed in convenient, central, on-campus locations? vs.
Q.13 Thinking back to when you lived in a UGA dormitory, how likely would you have been to use DVD rental
kiosks, at the price of one dollar per rental per night, if placed in the lobby of your dormitory?

13. Q.9 How familiar are you with DVD rental kiosks?

14. Q.14 What genres of movies would you be interested in renting at the DVD kiosks? Please select all that apply.

15. Males
Females
Q.15 At what price per day would you consider the movie rental at the DVD kiosks to be too expensive?

16. DVD Kiosk Locations

17. Q.13 Thinking back to when you lived in a UGA dormitory, how likely would you have been to use DVD
rental kiosks, at the price of one dollar per rental per night, if placed in the lobby of your dormitory?

18. Q.10 In your current off-campus living situation, how likely would you be to use DVD
rental kiosks if they were placed in convenient, central, on-campus locations?

19. Q.12 What would you consider to be convenient locations for the placement of the DVD kiosks?
Please select all that apply.

20. Demographics

21. Female 60%
Male 40%
Age Range 18 – 30
Median Age 24
Q16. What year were you born?
Q17. What is your gender?
Q18. What is your current class in school?

22.  Tailored survey
according to living
situation
 Middle 19 answered
for both
Q2. What is your current living situation?

23. Limitations
– Small convenience sample
– Study performed in Summer
Conclusions
– Sufficient demand for kiosks
– Locate kiosks in dormitories