Analýza chování studentů na trhu hudebních festivalů

Abstract

The aim of this work is the analysis of student behavior on the music festival market with the focus on the festival Colours of Ostrava. The attention is especially paid to the history of music festivals as well as to the current trend on the market and to the importance of sponsoring of music festivals. The work also contains the theory of consumer and buying behavior. The thesis is based on the marketing research focused on the analysis of student behavior on the music festival market realized by means of questionnaire survey. The research covers the areas such as tickets purchase, search for information, reasons for attendance or spontaneous recall of music festivals.