The market of services of entertainment centers: a look through the prism of image-forming factors. Part 3. Peculiarities of emotional perception

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 8 (August 2019)

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=39347496
Cited: 7 by 24.01.2023

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 given. The features of emotional perception of entertainment centers by representatives of the target group segments, as well as differences in perception depending on the socio-demographic and psychographic characteristics of the target group are described. The comparison of images of real entertainment centers with the ideal is carried out, the variants of their improvement are considered. Conclusions from the analysis and recommendations for the development of images of entertainment centers with reference to possible promotion strategies are formulated.

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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