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Insights into Classic Theatre Market Segments

Author

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  • Šimić Mirna Leko

    (University of Josip Juraj Strossmayer, Faculty of Economics, Osijek, Croatia)

  • Pap Ana

    (University of Josip Juraj Strossmayer, Faculty of Economics, Osijek, Croatia)

Abstract

Marketing segmentation is one of the key strategic elements in marketing planning that helps identifying key consumer groups and their characteristics and enables the adaptation of marketing strategies to different target consumers. The aim of this paper is paper aims to segment classic theatre audiences based on their attendance frequency and identify major socio-demographic characteristics of each segment. A self-completion questionnaire was developed upon analysis of previous studies and was distributed to the population in an area of about 50 km around Osijek. The research was conducted on a convenient sample, using an in-person method in two different intervals: in the first interval, research was conducted on young respondents (18-34), and in the second interval, research was conducted on adult respondents (age 35+). Altogether 1315 participants took part in the research. Statistical techniques of univariate analysis (frequency distribution and central tendency measures), ANOVA, and two-step cluster analysis were used.

Suggested Citation

  • Šimić Mirna Leko & Pap Ana, 2020. "Insights into Classic Theatre Market Segments," Naše gospodarstvo/Our economy, Sciendo, vol. 66(4), pages 50-62, December.
    • Handle: RePEc:vrs:ngooec:v:66:y:2020:i:4:p:50-62:n:2
    DOI: 10.2478/ngoe-2020-0023
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    More about this item

    Keywords

    classic theatre; marketing segmentation; theatre audience;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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