Analýza spotřebitelského chování návštěvníků hudebních festivalů

Abstract

This bachelor thesis is focused on the analysis of consumer behaviour of visitors of music festivals Beats for Love and Colours of Ostrava. In recent years, music festivals have become popular social event for the citizens of the Czech Republic, and even a symbol of summer for some of them. Data collection was carried out using an electronic questionnaire and the subsequent analysis was performed using the IBM SPSS Statistics statistical program. The research included responses of 281 respondents that were represented by 54.4% women and 45.6% men. Based on the research, there was no significant difference in consumer behaviour between visitors of the festival Beats for Love and the festival Colours of Ostrava. Respondents show up to both the electronic dance music festival and the multi-genre music event mostly because of the music program offered, accompanied by their friends. In case of need the most interviewees find out extra information about the venture on social networks. When buying, both festival visitors prefer an all-festival ticket, which most of them buy at the beginning of the presale.