Typológia spotrebiteľov na divadelnom trhu v Českej republike vzhľadom na vplyv referenčných skupín

Abstract

The doctoral thesis is focused on the theatrical market in the Czech Republic and examines the influence of the reference groups. The literature defines three types of influences of the reference groups. It specifically focuses on the information influence, the utilitarian influence and the influence expressing value. The aim of this doctoral thesis is to create a typology of consumers within the theatre market with regard to the influence of the reference groups. The individual influences are expressed in the questionnaire in which the respondents of the research express their consent with the statements using the Likert scale. Another aim of the thesis is to identify which consumer activities are typical for the individual types of consumers. The individual activities are described in the Customer Citizenship Behaviour model. Additional aim is to find out which reference groups have the greatest influence on consumers in the theatre market.Data collection was carried out using an online survey. The condition for inclusion in the sample was that the respondent visited the theatre at least once in the last two years. The sampling technique was a technique of opportunity sampling. The sample consisted of a total of 150 respondents from the Czech Republic. The obtained data were balanced according to the quota, which was gender, so as to reflect the current ratio of women and men in the Czech Republic. The researched claims were reduced and clustered into four new factors (social influence, influence of close persons, expert influence and media influence), from which six clusters were subsequently created (influenced by social media, trust in frequent visitors, influenced by closest persons, influenced by experts in the field and social class, influenced by the social class, without the influence of reference groups). The influence of reference groups was subsequently examined using statistical tests. Clusters were characterized using demographic variables such as gender, age, education, and social status. The individual clusters were also examined for their behaviour using The Customers Citizenship Behaviour model. Furthermore, questions were used to ask respondents about the frequency of visits to the theatre, which reference groups influence them the most and how does the influence of reference groups contributes to the additional activities. In the conclusion the significant findings of the doctoral thesis were summarized. There were summarized the results of consumer behaviour in the theatrical market as well as the results of the behaviour of the formed clusters. Then, the fulfillment of goals and the overall benefit of this doctoral thesis were evaluated. Finally, further possible research was proposed.