THE EUROPEAN UNION CONSUMER BEHAVIOUR IN THE FESTIVALS MARKET IN POLAND
Journal Title: Polish Journal of Management Studies - Year 2017, Vol 16, Issue 2
Abstract
In companies oriented toward marketing, consumers are at the centre of attention and learning about their market behaviour and preferences is the starting point in the process of shaping the marketing strategy. An organization, thanks to the right marketing strategy, can better adapt to its environment, which is a key element of strategic management. Therefore, this article addresses the issue of consumer behaviour relative to festivals. The first part of the paper features a brief description of consumers of music, film, and theatre festivals in Poland based on surveys, and the second part describes cultural consumers’ market behaviour. The researchers collected data for this study on N=891 consumers of five Polish festivals in 2016/2017.<br/><br/>
Authors and Affiliations
Łukasz Wróblewski, Zdzisława Dacko-Pikiewicz, Antonio C. Cuyler
Keywords
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- EP ID EP248692
- DOI 10.17512/pjms.2017.16.2.26
- Views 103
- Downloads 0
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