CONSUMER BEHAVIOUR MANAGEMENT FEASIBILITY STUDY IN THE CULTURAL AND CREATIVE INDUSTRY: THE CASE OF ‘THE EMBASSY OF LATGALE “GORS”’

Elza Jurane

Abstract


The number of cultural institutions has increased in recent years. The range of cultural events offered is so varied that cultural institutions often have problems to choose the most suitable marketing techniques in order to successfully compete in the saturated market and attract new customers. Since 2013 in Latvia three new concert halls have been built and a number of cultural centers have been renovated, therefore it is necessary to seek for new ways to act on the consumer and acquire that part of the public that have not attended cultural institutions or do it very rarely. The aim of the research is to explore possibilities on how to manage consumer behavior- influencing factors when choosing cultural event offers. The following primary research methods are used: the monographic or descriptive research method, the Statistical Package for the Social Sciences (SPSS) processing method, the deductive method, evaluation and analysis of surveys, graphical analysis and synthesis. The key results are: a survey of consumer behavior - influencing factors of cultural event attendance by generations in the Embassy of Latgale “GORS”. Consumer behavior influencing factors by generations in the Embassy of Latgale “GORS” needs to be realized in order to attract new customers.

Keywords


consumer behavior; consumer behavior - influencing factors; cultural economics; generations

Full Text:

PDF

References


British Council. (2008). What are Creative Industries and Creative Economy. Retrieved February 12, 2016, from http://creativecities.britishcouncil.org/ creative-industries/what_are_creative_industries_and_creative_economy

Directorate-General for Education and Culture (2006). The Economy of Culture in Europe. Brussels: KEA-European Affairs. p.355. Retrieved February 12, 2016, from http://ec.europa.eu/culture/library/studies/cultural-economy_en.pdf

HEILBRUN, J., GRAY, CH. M. (2001). The Economics of Art and Culture.Cambridge: University Press. 16.p. http://catdir.loc.gov/catdir/samples/cam031/00059 875.pdf

LR Kultūras ministrija. (2008). Kultūras un radošās industrijas. Retrieved February 13, 2016, from http://www.km.gov.lv/lv/starpnozares/ radosas_industrijas.html

LR Kultūras ministrija. (2014). Statistika. Retrieved June 8, 2016, from http://www.km.gov.lv/lv/starpnozares/radosa/statistika.html

MAKSELIS, R. (2010). Creative industries in Estonia, Latvia and Lithuania. Tallinn:Tiiu Allikmäe. 38.p. Retrieved March 12, 2016, from http://ej.uz/a6yb

Ministerial Creative Industries Strategy Group. (2001). Creative Industries Mapping Documents. 21 p. Retrieved February 12, 2016, from https://www.gov.uk/government/publications/creative-industries-mapping-documents-2001

Ministry of Culture in Estonia. (2005). Creative Industries. Tallinn: Ministry of Culture of Estonia. Retrieved March 14, 2016, from http://www.kul.ee/ en/activities/creative-industries

PŪĶIS, M. (2011). Kultūras mantojuma sociālā un ekonomiskā loma. Rīga: Valsts Kultūras pieminekļu aizsardzības inspekcija. p. 26. Retrieved February 7, 2016, from http://mantojums.lv/_rict_text/docs/Pukis_KULTURAS_MANTOJUMS_ ekosoc_loma.pdf




DOI: http://dx.doi.org/10.17770/lner2016vol1.8.2031

Refbacks

  • There are currently no refbacks.


Copyright (c) 2016 Elza Jurāne