Academy of Marketing Studies Journal Volume 28, Issue 3, 2024 1 1528-2678-28-3-165 Citation Information: Ahluwalia, K.G.., Joshi Gole, K., Das, R., Karim, S., Ray, S., Kumar, S., & Kumar, D. (2024). A study on demographic influences on changing consumption pattern of consumers towards indian cinema. Academy of Marketing Studies Journal, 28(3), 1-12. “A STUDY ON DEMOGRAPHIC INFLUENCES ON CHANGING CONSUMPTION PATTERN OF CONSUMERS TOWARDS INDIAN CINEMA” Gaganpreet K Ahluwalia, IBSB PGDM Karuna Joshi Gole, JSPM University Rohan Das, DY Patil University Ambi Sadaf Karim, Allana Institute of Management Sciences, Pune Samrat Ray, International Institute of Management Studies (IIMS) Pune Sunil Kumar, National Hydroelectric Power Corporation (NHPC) Kumar D, Sai Balaji International Institute of Management Sciences ABSTRACT Purpose: The Indian Cinema since independence has changed a lot. The change in consumption pattern towards Indian cinema is on account of change in technology, educational level, and increase in per capita income, digital connectivity etc. However, there are certain other demographic factors which have also influenced consumption pattern. Thus, under such situations, the researchers have tried to study the demographic influences such as age, gender, income and other variables on the consumption pattern. Design/Methodology/Approach: The research study is descriptive and analytical. The researchers have taken both primary and secondary data. The sampling design was non probability Judgmental sampling. The researchers have taken a survey of 108 respondents through questionnaire in order to know the changes in consumption patterns towards Indian Cinema. Originality/Value: First and foremost is that there are only few literatures regarding consumption patterns of Indian Cinema. The existing literatures have only considered limited dimensions of the subject. Thus the present study seems to explore various demographic features and its influence on changes in consumption pattern towards Indian cinema. Key words: Age, Gender, Income, Cinema, Consumption. INTRODUCTION The Indian Cinema industry has grown leaps and bound since independence especially post liberalization. The market size of Indian cinema was 172 billion rupees in 2022 and is estimated to increase to 228 billion rupees by 2025. This increase in market size has been on an account increase in per capita of the Indian population. India’s decent economic growth rate has increased the spending for entertainment services in India. The Indian population is now ready to spend for entertainment. There has been lot many changes in the overall consumption pattern of Indian consumers towards Indian Cinema driven by both demand and supply side forces. The economic growth backed by increased education level, digital technology and policy reforms has led to larger acceptance of Hollywood movies and movies of different regional languages in India. Under this scenario, the authors have tried to study the different factors responsible for changes in consumption pattern in general and demographic influences in particular. LITERATURE REVIEW