The market of services of entertainment centers: a look through the prism of image-forming factors. Part 5. Regional features of rational 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 11 (November 2019)

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=41471556
Cited: 4 by 06.02.2021

Abstract:
The analysis of the entertainment services market with the integration of marketing communications approach based on the study of consumer preferences is presented. The space of regional differences of rational choice of entertainment centers is constructed. The relative importance of the choice characteristics is estimated. The ideal areas of characteristics are determined. Conclusions from the analysis are considered; and recommendations for attracting representatives of the target group in different cities are proposed.

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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