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The market of services of entertainment centers: a look through the prism of image-forming factors. Part 4. The rational aspect, the general solution


Zakuskin S.V.
(about the author)

Zakuskin Sergey Viktorovich – (LLC Agency “Compass research”, Russia)

Published in:
Creative Economy
– Volume 13, Number 9 (September 2019)

JEL classification: M30, M31, M39

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


Citation:
Zakuskin S.V. (2019). The market of services of entertainment centers: a look through the prism of image-forming factors. Part 4. The rational aspect, the general solution. Creative Economy, 13(9), 1807-1826. doi: 10.18334/ce.13.9.41024


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Abstract:

The analysis of the market of entertainment services with the use of the approach based on integration of marketing communications on the basis of research of consumer preferences is presented. The space of rational preference of entertainment centers and the space of rational attitude to entertainment centers are constructed, the positions of real entertainment centers in comparison with the ideal area of the target group are estimated. The conclusions of the analysis are considered, and recommendations for the involvement of target group segments are proposed.







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