Zakuskin S.V.Published in:
Creative Economy
– Volume 13, Number 8 (August 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 given. The features of emotional perception of entertainment centers by representatives of the target group segments, as well as differences in perception depending on the socio-demographic and psychographic characteristics of the target group are described. The comparison of images of real entertainment centers with the ideal is carried out, the variants of their improvement are considered. Conclusions from the analysis and recommendations for the development of images of entertainment centers with reference to possible promotion strategies are formulated.

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