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Article

О различных подходах к идентификации предпочтений зрителей театральных постановок

Ожегова А. Р., Ожегов Е. М.

Objective: the main objective of the paper is to systemize the approaches to reveal consumer preferences in the market if performing arts. We focus on the data used in empirical studies, main variables and their measures to determine the preferences and econometric methods of preferences identification.

Methodology: we use metaanalysis of recent papers on the estimation of demand for performing arts and identification of theatregoers’ preferences as main methodology for this research.   

Results: the main result is the review of revealed and stated preferences methods, description of its applicability and critical analysis. We also systemized the main variables which determine the consumer behavior in the market of performing arts.

Area of application: this research is aimed to help theatres which are motivated to study the demand function on their services and the portrait of the theatregoer. This study may be applied for tuning the marketing management system and pricing strategy of a theatre.

Conclusions: study of the theatre consumer behavior may be done with the real sales data (method of revealed preferences) or with the consumer survey data (method of stated preferences). Demand and preferences of theatre consumers depend on characteristics of consumer, characteristics of hall and place in a hall, characteristics and date and time of play and performance. Individual preferences, their willingness to pay for attendance and price elasticity of demand is heterogeneous and should be taken into account when modelling the preferences and making management decisions.