Distinctions Between Frequent Performing Arts Patrons: Implications for Segmentation and Positioning

SMC Author

Eric Kolhede; J. Tomas Gomez-Arias

SMC Affiliated Work

1

Status

Faculty

School

School of Economics and Business Administration

Department

Marketing

Document Type

Article

Publication Date

2017

Publication / Conference / Sponsorship

International Journal of Arts Management (IJAM)

Description/Abstract

The heterogeneity of frequent arts consumers often goes unrecognized. The authors attempt to comprehensively profile segments within frequent arts consumers and to define differentiated marketing mix and positioning approaches that can integrate more focused relationship marketing strategies. A survey was administered to 835 persons. The responses along 22 motivational variables were subjected to factor analysis. Cluster analysis was then applied to the factor scores of frequent performing arts consumers only. Attendance was found to be influenced by six motivating factors: personal, distribution, economic, promotional, product and social. Also, frequent consumers were found to comprise three distinct segments: congenial, convenience and intrinsic. The congenial group was most influenced by the social benefits of attending performing arts events. Convenience consumers were the most drawn to distribution offerings. Intrinsic consumers were most influenced by personal benefits derived from the core product and economic incentives such as reasonable ticket prices.

Keywords

Segmentation, performing arts, relationship marketing, frequent consumers

Scholarly

yes

Peer Reviewed

1

Volume

20

Issue

1

Disciplines

Business | Economics | Marketing

Original Citation

Kolhede, E. and Gomez-Arias, J.T. (2017). Distinctions Between Frequent Performing Arts Patrons: Implications for Segmentation and Positioning. International Journal of Arts Management (IJAM), 20 (1).

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