Рынок услуг развлекательных центров: взгляд через призму имиджеобразующих факторов. Часть 6. Групповые особенности рациональных предпочтений

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 12 (December 2019)

Citation:

Zakuskin, S. V. (2019). Рынок услуг развлекательных центров: взгляд через призму имиджеобразующих факторов. Часть 6. Групповые особенности рациональных предпочтений. Creative Economy, 13(12), 2521-2540. https://doi.org/10.18334/ce.13.12.41476

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=42441872
Cited: 4 by 26.03.2022

Abstract:
The analysis of the entertainment services market using the approach which integrates marketing communications based on the study of consumer preferences is presented. The space of differences between the rational choice of entertainment centers depending on the socio-demographic and psychographic parameters of the target group is constructed. The relative importance of the characteristics of the choice is estimated. The ideal areas of characteristics are determined. Conclusions from the analysis are considered; and recommendations for involvement of various categories of target group are offered.

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

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Смотрите также:

  Ways of improving the Internet-advertising technologies for enhancing the competitiveness of catering and leisure services in business (Морозов М.А., Аристов П.О.) Creative Economy. Num. 1 / 2017

   Application of the group work methods for solving complex problems (the experience of Russian managers) (Мандрусова А.И.) Leadership and Management. Num. 2 / 2020

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 (Закускин С.В.) Creative Economy. Num. 5 / 2019

  The market of services of entertainment centers: a look through the prism of image-forming factors. Part 3. Peculiarities of emotional perception (Закускин С.В.) Creative Economy. Num. 8 / 2019

  The market of services of entertainment centers: a look through the prism of image-forming factors. Part 2. Features of emotional preferences (Закускин С.В.) Creative Economy. Num. 7 / 2019

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