Typológia správania spotrebiteľov na divadelnom trhu v medzinárodnom kontexte

Abstract

This thesis deals with the typology of consumer behavior on the theatrical market in an international market. The theatre is a form of art, which has a long history and it has undergone a long development. But nowadays attendance of the theatre is on a decline. The marketing research includes collection method of quantitative data using online interviews. They were distributed in two countries, in Czech republic and Poland. The main point was to design a typology, based on results of marketing research and also compare consumer behavior in this countries. The next, what was evaluated was the frequency of visitation of consumers, attitudes to the theater, factors, which are important, when they want to choose concrete performance in the theatre and which genres are the most visited by consumers. The results of this thesis can be useful for cultural organizations when they want to design an offer of performances, but they can be also useful for next researches, which deals with the consumer behavior in the conrete cultural organization.