Zakuskin S.V.Published in:
Creative Economy
– Volume 13, Number 7 (July 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 suggested. The features of emotional preferences depending on the region, socio-demographic and psychographic characteristics of the target group are described. The conclusions of the analysis and recommendations for the development of images of entertainment centers with reference to possible promotion strategies are considered.

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