The market of services of entertainment centers: a look through the prism of image-forming factors. Part 4. The rational aspect, the general solution

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 9 (September 2019)

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=41144221
Cited: 8 by 26.03.2022

Abstract:
The analysis of the market of entertainment services with the use of the approach based on integration of marketing communications on the basis of research of consumer preferences is presented. The space of rational preference of entertainment centers and the space of rational attitude to entertainment centers are constructed, the positions of real entertainment centers in comparison with the ideal area of the target group are estimated. The conclusions of the analysis are considered, and recommendations for the involvement of target group segments are proposed.

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

JEL-classification: M31, M30, M39

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Zakuskin S.V. (2019). Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyuschikh faktorov. Chast 1. Emotsionalnyy aspekt, obschee reshenie [The market of services of entertainment centers: a look through the prism of image-forming factors. Part 1. The emotional aspect of a general solution]. Creative economy. 13 (5). 1003-1026. (in Russian). doi: 10.18334/rp.20.5.40686.
Zakuskin S.V. (2019). Rynok uslug razvlekatelnyh tsentrov: vzglyad cherez prizmu imidzheobrazuyuschikh faktorov. Chast 2. Osobennosti emotsionalnyh predpochteniy [The market of services of entertainment centers: a look through the prism of image-forming factors. Part 2. Features of emotional preferences]. Creative economy. 13 (7). (in Russian). doi: 1379-1400.
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