Chování spotřebitelů na trhu kulturních akcí

Malinová, T. Consumer behavior on the culture market. Diploma thesis. Brno: Mendel University, 2014. This diploma thesis deals with consumer behavior and decision making on the market of cultural performances. The main objective is to determine the factors which affect decision making process of consumers and their will to buy a ticket for performance. Another goal is identification of the relevant segmentation criterion. Five segments were identified. These segments were named as: Young, Relax, Hobby, Active and Profiled. The segments are described and characterized with regard to individual elements of the marketing mix. This thesis also provides recommendations for managers of the cultural institutions in order to improve their services. The thesis includes a case study applied to the music group Hradišťan and the institute Culture Club in Uherské Hradiště. Results mainly come from the primary data obtained via question survey (n = 505)