Marketing u umetnosti: kriterijumi odlučivanja posetilaca pozorišta
Arts Marketing: Choice Criteria of Theatre Visitors
Apstrakt
Svrha ovog istraživanja je identifikovanje ključnih kriterijuma odlučivanja posetilaca pozorišta u Srbiji. Prilikom njegovog sprovođenja je korišćen anketni metod uz statističku obradu dobijenih podataka. Ključni rezultati pokazuju da su potrošačima prilikom izbora najznačajniji kriterijumi radnja predstave, lične preporuke i žanr predstave. Poseban fokus je stavljen na analizu razlika u vrednovanju posmatranih parametara između ispitanika iz generacijskih kohorti X i Z, kao i između retkih i čestih donosilaca konačnog odabira. U oba slučaja su primećene razlike u načinu odlučivanja između pripadnika posmatranih grupa. Rezultati istraživanja mogu biti korisni za bolje razumevanje ponašanja posetilaca pozorišta kao potrošača i načina njihovog odlučivanja. To donosiocima odluka u pozorištima može biti od pomoći prilikom kreiranja marketing strategija za privlačenje različitih segmenata potrošača.
Abstract
The purpose of this research is to identify key choice criteria of theater visitors in Serbia. The method used to conduct the research was the survey method, with statistical analysis of the obtained results. Key results suggest that the most important choice criteria of theatres are the plot of the play, personal recommendations and the genre of the play. A special focus was set on examining if there are differences in evaluation of observed criteria between respondents from generational cohorts X and Z, as well as between rare and frequent decision makers. In both cases, differences between the observed groups were discovered. Results of this research are useful for better understanding of consumer behavior of theater visitors and the way they make decisions. This can be helpful for decision-makers in theatre organizations for creating theatre marketing strategies to attract different market segments.
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