"Local" consumption of art projects and motivation of the "local" consumers
The purpose of the article. Research and analysis of consumer motivations of fine arts products, based on algorithms of marketing technologies. The research methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of consumers of works of art who prefer to be fascinated by fine arts through the Internet, social networks, television programs, followed by the use of research results in marketing processes to promote works of art in the art market. The scientific novelty lies in the expansion of ideas about the motivation of consumers of the market of fine arts on the Internet, television programs, and in the study of further marketing processes in the art market. The article analyzes the algorithms of marketing technologies in the analysis of motivations for "home" consumption of products of the fine arts market. The article finds that in art marketing it is relevant and necessary to study the behavior of Internet consumers of works of art, analyzing the situation of "home" consumption of works of art. In art marketing, technologies for studying and analyzing the motivations of Internet consumers of works of art in promoting an art product on the art market are gradually being developed. Analysis of the motivations of Internet consumers of art markets makes it possible to more objectively segment the participants of market relations. Conclusions. The article identifies and analyzes the model of "home" online consumption of fine arts, as well as art projects, and, accordingly, describes the segment of online consumers of works of art at home using television, the Internet, and other means of communication. It is also proved that the behavior of the "home" consumer in art marketing is determined by three mandatory components: Individual - Product - Situation. It is on these components that the types of motivation are formed, on which the model of consumption and consumer behavior is built. Thus, we have studied Individuals who consume works of art and art projects, which in turn are Products presented in the form of printed or electronic images, and we have studied Situations of "home" consumption of works of art and art projects.
Keywords: art market, marketing research, relationships of marketing, motivation of consumers of works of art, art projects, "home" consumption of works of art, behavior of consumers of art market.
Industrial marketing research: Theory and practice
