Zakuskin S.V.Published in:
Creative Economy
– Volume 13, Number 5 (May 2019)

JEL classification: M30, M31, M39

Keywords: consumer preferences and expectations, discriminant analysis, entertainment center positions, entertainment center promotion, entertainment market, factor analysis, integrated marketing communications, marketing research, target group


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Abstract:

The analysis of the market of entertainment services using an approach based on the integration of marketing communications based on the study of consumer preferences is presented. The space of preferences of entertainment centers and the space of consumer attitude to entertainment centers are constructed, the positions of real entertainment centers are estimated in comparison with the ideal areas of the target group segments. The conclusions of the analysis and recommendations for the development of images of entertainment centers with reference to possible promotion strategies are discussed.

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