Published in «Creative Economy»11 / 2019
DOI: 10.18334/ce.13.11.41359

The market of services of entertainment centers: a look through the prism of image-forming factors. Part 5. Regional features of rational preferences

Zakuskin Sergey Viktorovich, LLC Agency "Compass research", Russia, Russia

Рынок услуг развлекательных центров: взгляд через призму имиджеобразующих факторов. Часть 5. Региональные особенности рациональных предпочтений - View in Russian

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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.

Keywords:

consumer preferences and expectations, discriminant analysis, entertainment center positions, entertainment center promotion, entertainment market, factor analysis, integrated marketing communications, marketing research, target group

JEL-Classification: M30, M31, M39

Citation:
Zakuskin S.V. (2019). The market of services of entertainment centers: a look through the prism of image-forming factors. Part 5. Regional features of rational preferences [Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyuschikh faktorov. Chasty 5. Regionalnye osobennosti ratsionalnyh predpochteniy]. Creative Economy, 13(11). (in Russian). – doi: 10.18334/ce.13.11.41359.


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