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Perceptions and Preferences of Cultural Services Consumers


  • Barbu Andreea Mihaela

    () (Bucharest University of Economic Studies, Marketing Faculty)

  • Cetinã, Iuliana

    () (Bucharest University of Economic Studies, Marketing Faculty)

  • Orzan, Gheorghe

    () (Bucharest University of Economic Studies, Marketing Faculty)


Cultural services’ importance can be highlighted by the complexity of the needs satisfied and the advantages they offer to the national or urban development. In this context, the paper supports the necessity of adjusting the cultural services to the audiences’ wishes, by revealing the perceptions and preferences of Bucharest youngsters regarding the services provided by different types of cultural institutions. The study presents the results of a focus group among nine students of various specializations. Thus, young people prefer theatre performances instead of other cultural services, as opera, operetta and ballet and they seem quite receptive to unconventional play setting or to an original interpretation. Moreover, they would like to attend to cultural services in the company of their friends, when they want to get out of the daily routine. The paper ends by reinforcing the qualitative research conclusions and the managerial implications.

Suggested Citation

  • Barbu Andreea Mihaela & Cetinã, Iuliana & Orzan, Gheorghe, 2012. "Perceptions and Preferences of Cultural Services Consumers," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(3), pages 1-40, Decembre.
  • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:3:p:40

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    More about this item


    cultural services; qualitative research; perceptions; preferences; Bucharest market;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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