The market of services of entertainment centers: a look through the prism of image-forming factors. Part 8. The combination of rational and emotional aspects
Zakuskin S.V1
1 ООО Агентство «Компас Рисерч», Russia
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Journal paper
Creative Economy (РИНЦ, ВАК)
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Volume 14, Number 3 (March 2020)
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=42713553
Cited: 2 by 24.01.2023
Abstract:
The article presents an analysis of the entertainment services market using an approach based on the integration of marketing communications based on research of consumer preferences. Emotional and rational preferences and perceptions of entertainment centers are studied together; the contradictions that arise and ways to overcome them are considered. The spaces of aggregate (emotional and rational) preferences and the space of aggregate attitude to entertainment centers are constructed, and the features of attitude for segments of the target group are described. A comparison of images of real entertainment centers with the ideal is made; and options for improving them are considered. Conclusions from the analysis are formulated; and recommendations are offered for making fundamental decisions on the basis of the strategy for promoting an entertainment center or adjusting its position taking into account the competitive situation.
Keywords: integrated marketing communications, marketing research, target group, consumer preferences and expectations, entertainment services market, positions of entertainment centers, promotion of entertainment centers, factor analysis, discriminant analysis
JEL-classification: M30, M31, M39
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