The market of services of entertainment centers: a look through the prism of image-forming factors. Part 2. Features of emotional preferences

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 13, Number 7 (July 2019)

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=39215609
Cited: 5 by 26.03.2022

Abstract:
The analysis of the market of entertainment services using an approach based on the integration of marketing communications based on the study of consumer preferences is suggested. The features of emotional preferences depending on the region, socio-demographic and psychographic characteristics of the target group are described. The conclusions of the analysis and recommendations for the development of images of entertainment centers with reference to possible promotion strategies are considered.

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

JEL-classification: M31, M30, M39

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