The research of characteristics of consumer behavior and marketing activity of enterprises in the entertainment and recreation sphere
Journal Title: Науковий вісник Полтавського університету економіки і торгівлі. Серія "Економічні науки" - Year 2018, Vol 1, Issue 86
Abstract
Annotation. Purpose. The main goal of the article is to substantiate the methodological approachof researching the characteristics of consumer behavior and marketing activity of enterprises in the entertainment and recreation sphere. Methodology of research. With the aim to achieve the purpose of the article such general scientific and special methods were used: analysis, synthesis, system-based and structured method, abstract base and logical method. Findings. The methodological researching approaches of enterprises in the entertainment and recreation sphere were created which involve diagnostics of the characteristics of consumer behavior, determining the service’s quality level and strategic, tactical and organization elements of internal marketing. Practical value. Such methodology allows to get complete information to take a correct decisions connected with the activity of enterprises in the entertainment and recreation sphere. It was also used in marketing research of Ukrainian rollerdrome market which was hold in 2015–2017.
Authors and Affiliations
Oleksandr Ustian
Keywords
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