Zakuskin S.V.Published in:
Creative Economy
– Volume 13, Number 11 (November 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 entertainment services market with the integration of marketing communications approach based on the study of consumer preferences is presented. The space of regional differences of rational choice of entertainment centers is constructed. The relative importance of the choice characteristics is estimated. The ideal areas of characteristics are determined. Conclusions from the analysis are considered; and recommendations for attracting representatives of the target group in different cities are proposed.

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