Zakuskin S.V.Published in:
Creative Economy
– Volume 13, Number 12 (December 2019)



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


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Abstract:

The analysis of the entertainment services market using the approach which integrates marketing communications based on the study of consumer preferences is presented. The space of differences between the rational choice of entertainment centers depending on the socio-demographic and psychographic parameters of the target group is constructed. The relative importance of the characteristics of the choice is estimated. The ideal areas of characteristics are determined. Conclusions from the analysis are considered; and recommendations for involvement of various categories of target group are offered.

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