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Segmentation of Cinema Audiences: An Exploratory Study Applied to Young Consumers

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  • Manuel Cuadrado
  • Marta Frasquet

Abstract

The cinema exhibition sector in Spain, as well as in the rest of Europe, is a dynamic sector characterised by the present growth of multiplexes and consumer demand after a long period of decline. These changes make it relevant to analyse the cinema attendees' profile from a marketing perspective. To this end, we have developed an exploratory study on segmentation applied to the young cinema attendees. Doing so, we have found three different groups according to benefits sought in their going to the cinema and other demographic and behavioural variables. On the basis of information as such, specific marketing objectives could be set and more efficient strategies designed and implemented. Copyright Kluwer Academic Publishers 1999

Suggested Citation

  • Manuel Cuadrado & Marta Frasquet, 1999. "Segmentation of Cinema Audiences: An Exploratory Study Applied to Young Consumers," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 23(4), pages 257-267, November.
    • Handle: RePEc:kap:jculte:v:23:y:1999:i:4:p:257-267
    DOI: 10.1023/A:1007538005838
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    Citations

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    Cited by:

    1. Jaap Boter & Jan Rouwendal & Michel Wedel, 2005. "Employing Travel Time to Compare the Value of Competing Cultural Organizations," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 29(1), pages 19-33, February.
    2. Jordi Sintas & Ercilia Álvarez, 2002. "The Consumption of Cultural Products: An Analysis of the Spanish Social Space," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 26(2), pages 115-138, May.
    3. Aleksandra Wiśniewska & Wiktor Budziński & Mikołaj Czajkowski, 2018. "Publicly funded cultural institutions – a comparative economic valuation study," Working Papers 2018-22, Faculty of Economic Sciences, University of Warsaw.
    4. Gazley, Aaron & Clark, Gemma & Sinha, Ashish, 2011. "Understanding preferences for motion pictures," Journal of Business Research, Elsevier, vol. 64(8), pages 854-861, August.
    5. Jehoshua Eliashberg & Anita Elberse & Mark A.A.M. Leenders, 2006. "The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions," Marketing Science, INFORMS, vol. 25(6), pages 638-661, 11-12.
    6. Eiji Yamamura, 2014. "The effect of young children on their parents’ anime-viewing habits: evidence from Japanese microdata," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 38(4), pages 331-349, November.
    7. Sara Suarez-Fernandez & Juan Prieto-Rodriguez & Maria Jose Perez-Villadoniga, 2020. "The changing role of education as we move from popular to highbrow culture," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 44(2), pages 189-212, June.
    8. Díaz, Asunción & Gómez, Mar & Molina, Arturo & Santos, Jesús, 2018. "A segmentation study of cinema consumers based on values and lifestyle," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 79-89.
    9. Yamamura, Eiji, 2013. "Externality of young children on parents’ watching of anime: Evidence from Japanese micro data," MPRA Paper 46878, University Library of Munich, Germany.
    10. Aleksandra Wiśniewska & Wiktor Budziński & Mikołaj Czajkowski, 2020. "An economic valuation of access to cultural institutions: museums, theatres, and cinemas," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 44(4), pages 563-587, December.
    11. Manuel CUADRADO-GARCIA & Nela FILIMON & Juan D. MONTORO-PONS, 2018. "Picturing Spanish Filmgoers: Motives, Barriers And Film Theatres," Regional Science Inquiry, Hellenic Association of Regional Scientists, vol. 0(2), pages 45-60, July.
    12. Ignacio Redondo & Morris Holbrook, 2010. "Modeling the appeal of movie features to demographic segments of theatrical demand," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 34(4), pages 299-315, November.
    13. Boter, Jaap & Rouwendal, Jan & Wedel, Michel, 2004. "Employing Travel Costs to Compare the Use Value of Competing Cultural Organizations," Serie Research Memoranda 0011, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    14. Pablo De la Vega & Sara Suarez-Fernández & David Boto-García & Juan Prieto-Rodríguez, 2020. "Playing a play: online and live performing arts consumers profiles and the role of supply constraints," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 44(3), pages 425-450, September.

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