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Economic Analysis: Theory and Practice
 

On different approaches to identifying the preferences of theatergoers

Vol. 15, Iss. 10, OCTOBER 2016

PDF  Article PDF Version

Received: 5 April 2016

Received in revised form: 24 May 2016

Accepted: 4 July 2016

Available online: 1 November 2016

Subject Heading: SCHOLAR DISPUTE

JEL Classification: C81, D12, Z11

Pages: 168-182

Buzanakova A.R. National Research University Higher School of Economics, Perm, Russian Federation
alinkabr.perm@gmail.com

Ozhegov E.M. National Research University Higher School of Economics, Perm, Russian Federation
eozhegov@hse.ru

Subject The article addresses the approaches to identification of consumer preferences in the theatrical market.
Objectives The aim is to systematize the approaches to the extent of the data used to undertake empirical study of preferences, groups of variables and their measures determining the preferences of individuals, as well as econometric methods of preference identification.
Methods The study rests on the meta-analysis of existing works on assessing the demand for theater productions and identifying the theatergoers' preferences.
Results We reviewed the methods of identified and stated preferences, described the conditions of these methods' applicability, systematized basic variables that determine consumer preferences in the theater production market.
Conclusions and Relevance Studies of consumer preferences may be based on real data about sales (a revealed preference method) or on viewers poll data (a stated preference method). Demand and preferences of individuals in the theatrical market depend on the characteristics of audience, auditorium, seats in the auditorium, works and productions, as well as time and date of stage production. The findings may be useful for theaters evaluating the demand for their services and revealing the portrait of their Playgoer, which is important for adjusting the marketing system of the theatrical product and theater's price strategy.

Keywords: theater, preferences, demand, price elasticity

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