The market of services of entertainment centers: a look through the prism of image-forming factors. Part 9. Preferences depending on the models of visiting entertainment centers

Zakuskin S.V.1
1 ООО Агентство «Компас Рисерч», Russia

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Journal paper

Creative Economy (РИНЦ, ВАК)
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Volume 14, Number 4 (April 2020)

Citation:

Zakuskin, S. V. (2020). The market of services of entertainment centers: a look through the prism of image-forming factors. Part 9. Preferences depending on the models of visiting entertainment centers. Creative Economy, 14(4), 599-621. https://doi.org/10.18334/ce.14.4.100904

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=42843247
Cited: 1 by 06.02.2021

Abstract:
The article presents an analysis of the entertainment services market using an approach based on the integration of marketing communications through the study of consumer preferences. Emotional and rational preferences and perception of entertainment centers depending on models of visiting entertainment centers are investigated. The preference spaces and attitude space for entertainment centers are constructed, and the attitude features for target group segments selected on the bas of visiting models 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 proposed for adapting strategies for promoting entertainment centers to the visiting models followed by representatives of the target group in a specific environment.

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

JEL-classification: M30, M31, M39

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Zakuskin S.V. (2019). Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyushchikh faktorov. Chast 3. Osobennosti emotsionalnogo vospriyatiya [The market of services of entertainment centers: a look through the prism of image-forming factors. Part 3. Peculiarities of emotional perception]. Creative economy. 13 (8). 1573-1596. (in Russian). doi: 10.18334/ce.13.8.40885 .

Zakuskin S.V. (2019). Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyushchikh faktorov. Chast 4. Ratsionalnyy aspekt, obshchee reshenie [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. (in Russian). doi: 10.18334/ce.13.9.41024 .

Zakuskin S.V. (2019). Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyushchikh faktorov. Chast 5. Regionalnye osobennosti ratsionalnyh predpochteniy [The market of services of entertainment centers: a look through the prism of image-forming factors. Part 5. Regional features of rational preferences]. Creative economy. 13 (11). 2301-2314. (in Russian). doi: 10.18334/ce.13.11.41359 .

Zakuskin S.V. (2019). Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyushchikh faktorov. Chast 6. Gruppovye osobennosti ratsionalnyh predpochteniy [The market of services of entertainment centers: a look through the prism of image-forming factors. Part 6. Group features of rational preferences]. Creative economy. 13 (12). 2521-2540. (in Russian). doi: 10.18334/ce.13.12.41476 .

Zakuskin S.V. (2020). Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyushchikh faktorov. Chast 7. Osobennosti ratsionalnogo vospriyatiya [The market of services of entertainment centers: a look through the prism of image-forming factors. Part 7. Features of rational perception]. Creative economy. 14 (1). 93-113. (in Russian). doi: 10.18334/ce.14.1.100469 .

Zakuskin S.V. (2020). Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyushchikh faktorov. Chast 8. Sovmeshchenie ratsionalnogo i emotsionalnogo aspektov [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]. Creative economy. 14 (3). (in Russian). doi: 10.18334/ce.14.3.100715.

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  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 (Закускин С.В) Creative Economy. Num. 3 / 2020

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