scholarly journals Insights into Classic Theatre Market Segments

2020 ◽  
Vol 66 (4) ◽  
pp. 50-62
Author(s):  
Mirna Leko Šimić ◽  
Ana Pap
Keyword(s):  
Market Segmentation ◽  
Univariate Analysis ◽  
Geographic Distance ◽  
Demographic Characteristics ◽  
Marketing Strategies ◽  
Central Tendency ◽  
Market Segments ◽  
Marketing Segmentation ◽  
Marketing Planning ◽  
Theatre Management

AbstractMarketing 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.The results of the study have identified six classic theatre segments: young theatre friends, young theatre acquaintances, young theatre strangers, adult theatre friends, adult theatre acquaintances, adult theatre strangers. Each segment is described in detail by their geographic (distance from the venue), demographic (age, income, marital status, education, employment) and psychographic characteristics (social activities, free time spending, and informing gathering about classic theatre offer) characteristics. The research results emphasized the differences in classic theatre audiences, which calls for continuous market segmentation in order to ensure timely recognition of consumer trends and changes in preferences. This would enable theatre management to adapt and implement adequate marketing initiatives and strategies.

Market segmentation for penetrating deeper into the contact lens market

2014 ◽  
Vol 30 (5) ◽  
pp. 34-36 ◽  
Author(s):  
Tajinder Toor
Keyword(s):  
Market Segmentation ◽  
Contact Lens ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Market Segment ◽  
Market Segments ◽  
Content Type ◽  
Target Segment ◽  
Practical Implications

Purpose – This paper aims to present the importance of market segmentation and how it can be used to strategize effectively to penetrate deeper into the contact lens market. Design/methodology/approach – Market segment is a group of consumers with common needs, priorities or characteristics. Each market segment is different, and a business must target these different market segments with different marketing strategies. This paper highlights the role of market segmentation in creating an ideal target segment for contact lens market and designing a unique strategy to reach the targeted segment. Findings – Adolescents or teenagers seem to be an ideal segment to penetrate deeper into the contact lens market and to realize immediate gains. A unique or different marketing strategy is required to target and occupy adolescents. Practical implications – Targeting adolescents, who form the most promising category to penetrate the market, with a unique marketing mix will likely increase profit, revenue and return of investment.

Consumers' Beliefs, Demographics, and Development of Market Segmentation Strategy

1977 ◽  
Vol 40 (3) ◽  
pp. 867-874
Author(s):  
William O. Bearden ◽  
Richard M. Durand
Keyword(s):  
Market Segmentation ◽  
Demographic Characteristics ◽  
Marketing Strategies ◽  
Product Attributes ◽  
Marketing Manager ◽  
Belief Structure ◽  
Product Categories ◽  
Segmentation Strategy ◽  
Evaluative Beliefs ◽  
Canonical Analyses

Evaluative beliefs underlying attitudes toward brands and demographic measures for a panel of 172 respondents were included as sets of variables in four canonical analyses, two brands in each of two product categories. The resulting canonical functions tentatively support the combination of consumers' beliefs about product attributes and the demographic characteristics of those consumers as a means of suggesting both specific segments of consumers and the nature of the belief structure within those segments. Given this type of information, the marketing manager can more effectively formulate specific aspects of marketing strategies for each relevant segment.

scholarly journals Current Issues of Backpacking Tourism Development: Profile and Characteristics of “Sharecost” and “Opentrip” Tourist

2019 ◽  
pp. 1-12
Author(s):  
Kadek Wiweka ◽  
Suci Sandi Wachyuni ◽  
Sinta Prasintya Simawang ◽  
Pramania Adnyana ◽  
Eka Wihartaty
Keyword(s):  
Product Development ◽  
Study Design ◽  
Tourism Development ◽  
Demographic Characteristics ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Market Segments ◽  
Great Demand ◽  
Ethnographic Approach ◽  
Research Objects

Aims: The backpacker phenomenon has developed so rapidly and more professionally packaged. Currently, there are two types of backpacker activities that are in great demand, such as "Open Trip" and "Share Cost". The purpose of this study is to identify the profile and characteristics of tourists "Open Trip" and "Share Cost", as part of a type of backpacking tour. Study Design: The researcher used an ethnographic approach that was carried out by combining observation techniques, interviews, and participatory questionnaires, which meant researchers followed the opentrip and share cost trips as research objects. Methodology: This approach is carried out by combining observation techniques, interviews, and participatory questionnaires, which means that researchers follow the opentrip and share cost trips as research objects. We included 73 participants each from share cost and opentrip. All participants filled out questionnaires about profiles and their characteristics. Results: This study found that both the method of travel, both opentrip and Sharecost, have many similarities and are grouped in backpacker types. The similarity that occurs lies in the demographic characteristics of tourists in terms of age and work, but there are differences in gender. Whereas from the travel process, there are some technical differences between preparation, when traveling, until after the trip. Conclusions: Where both share cost and opentrip have the characteristics of each market. This information is important for tourism industry players to recognize market segments that are now developing among millennials. This information can then be useful as a reference in determining marketing strategies and product development in accordance with the characteristics of these tourists.

scholarly journals Insight Into Adult Classic Theatre Audiences’ Perceptions and Behaviour

2020 ◽  
pp. 12-22
Author(s):  
Mirna Leko Šimić ◽  
Ana Pap
Keyword(s):  
Univariate Analysis ◽  
Negative Influence ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Central Tendency ◽  
Cultural Institutions ◽  
Key Factors ◽  
Different Types ◽  
Major Factors ◽  
Insight Into

Many cultural institutions are experiencing challenges to implement different types of market-oriented behaviour in order to ensure their existence. Classic theatres are faced with many challenges related to their audience. One of the challenges is related to traditional audience that is declining and ageing. The aim of this research was to identify and analyse the key factors that contribute to understanding of attitudes and behaviour of 35+ theatre audiences in order to suggest appropriate marketing strategies for the classic theatre in Croatia. The research was conducted on altogether 438 participants. Statistical techniques of univariate analysis (frequency distribution, central tendency measures), bivariate (ANOVA and t-test) and multivariate analysis (reliability analysis, linear regression) were used. The results have identified attitudes and audience behaviour in relation to HNK Osijek. Three major factors were identified: theatre marketing profile, theatre people and stereotypes. This study seeks to provide a deeper understanding of classic theatre audiences’ perceptions and behaviour as a basis for theatre marketing strategy development.  Since no other research has tested the influence of stereotypes on theatre attendance, the major contribution of this paper is its proven negative influence on theatre attendance.

scholarly journals Analysis of retail marketing strategies on organizational competitiveness

2013 ◽  
Vol 3 (2) ◽  
pp. 43-46 ◽  
Author(s):  
Odhiambo Odera
Keyword(s):  
Data Analysis ◽  
Marketing Strategies ◽  
Descriptive Statistics ◽  
Primary Data ◽  
Market Segments ◽  
Descriptive Research ◽  
Marketing Segmentation ◽  
Marketing Relationship ◽  
Retail Marketing ◽  
Product Strategies

The purpose of this study was to analyze retail marketing strategies on organizational competitiveness. The study attempted to examine the strategies that have been applied and adopted by the retail companies elsewhere in attempt to understand how retailing functions. A descriptive research design was employed in this study. The population was marketing executives in the selected bottling companies in Kenya. Primary data was collected using closed questionnaire. The data collected was organized and presented using descriptive statistics. Correlation analysis was also utilized for data analysis. Findings indicate that the most pursued retail marketing strategies were; marketing segmentation, product strategies, distribution, pricing, marketing relationship and promotions. The findings also suggest that bottling companies rely on combination of strategies as different market segments respond differently hence need for product-specific marketing strategy.

The behaviour of non consumers of organic food: suggestions on marketing strategies to attract new market segments

2013 ◽  
pp. 47-63
Author(s):  
Marzia Ingrassia ◽  
Filippo Sgroi ◽  
Riccardo Testa
Keyword(s):  
Organic Food ◽  
Marketing Strategies ◽  
Market Segments

scholarly journals Profiling Visitors to Romanian Ecotourism Destinations

2021 ◽  
Vol 13 (5) ◽  
pp. 2958
Author(s):  
Cristinel Petrișor Constantin ◽  
Vasile Papuc-Damașcan ◽  
Andrei Blumer ◽  
Ruxandra-Gabriela Albu ◽  
Titus Suciu ◽  
...  
Keyword(s):  
Empirical Studies ◽  
Cultural Tourism ◽  
Marketing Strategies ◽  
Market Segments ◽  
Chi Square ◽  
Proper Management ◽  
Heated Debate ◽  
Chi Square Analysis ◽  
Mass Marketing ◽  
Niche Strategy

Visitors’ increasing interest in nature-based and cultural tourism, especially in the context of ecotourism destinations, has generated a heated debate in tourism literature. Some authors consider that ecotourism should be approached through a niche strategy rather than through mass marketing. Therefore, identifying the main characteristics of visitors to ecotourism destinations is very important in setting management and marketing strategies adapted to their specific needs. The present paper aims to identify the profile of visitors to Romanian ecotourism destinations, considering the ecotourism potential of this country and the scarcity of empirical studies on these types of destinations. To reach this aim, a survey was conducted in four Romanian ecotourism destinations. By computing the data collected from a sample of 1157 visitors, four visitor segments have been identified based on a single characteristic (visit purpose). Crosstabulation and Chi-square analysis were used in order to identify the profiles of these segments. The results reveal that most of respondents are nature travellers, followed by culture travellers. The findings may be used by ecotourism destination managers in order to target specific market segments and establish proper management and marketing strategies.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Intramural Sport Marketing: An Examination of Effectiveness, Participant Motives, and Demographic Differences

2014 ◽  
Vol 38 (2) ◽  
pp. 175-187 ◽  
Author(s):  
Joseph Ciuffo ◽  
James E. Johnson ◽  
Daniel R. Tracy
Keyword(s):  
Professional Sports ◽  
Sport Marketing ◽  
Demographic Characteristics ◽  
Marketing Strategies ◽  
Demographic Differences ◽  
Intramural Sports ◽  
Marketing Resources ◽  
Intramural Sport ◽  
Targeted Marketing ◽  
Participation Motives

Intramural sports exist as a relevant entity in the recruitment and retention of college students (Byl, 2002). The popularity of intramural sport has caused university recreational departments to increase intramural opportunities, thus increasing the need for more targeted marketing efforts. However, marketing strategies for intramural sport are not as refined, funded, or as thoroughly researched as strategies found within intercollegiate and professional sports (Schneider, Stier, Kampf, Wilding, & Haines, 2007). Therefore, in the current study, we examined the effectiveness of 10 intramural marketing techniques in relation to four participation motives and demographic characteristics for 208 intramural participants. Results revealed promotional items as the most effective marketing technique, whereas social media was the least effective. Regarding gender, men were more motivated by discounts, and women participated more for fitness. Our results could aid intramural sports coordinators to better use their marketing resources in relation to participant motives and avoid erroneous spending on ineffective methods.

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