Consumer decision-making on festival attendance
Noman, Md. Abu (2012)
Noman, Md. Abu
Laurea-ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201204024012
https://urn.fi/URN:NBN:fi:amk-201204024012
Tiivistelmä
It has been challenging for the festival organizers to sell their festival tickets due to overcrowded festival market. To increase the ticket sale it is becoming more important to know the consumers and their decision making on festival attendance. There are many factors that influence people to make decision over festival attendance and the main purpose of this study was to identify those factors. The research was conducted for GigsWiz.com Ltd. to help the company gather information about festival goers because the company was developing a festival/event planning tool for them. The festival/event planning tool would benefit both the festival organizers and the festival goers. Festival organizers would use the tool to increase their festivals’ ticket sale. On the other hand, the festival goers would use the tool for planning festival attendance. The study was used to develop a decision making model on festival attendance and to help the company in the development process of the event/festival planning tool.
The theory covered for this study included consumer behavior and marketing research. The consumer decision making was emphasized in the theoretical part of consumer behavior. The cognitive processing model of decision making was followed while explaining the consumer decision making on festival attendance. In this paper, at first the theory of consumer behavior was briefly described and the theory of marketing research was illustrated in the methodology of this study.
An email survey was conducted for this study and quantitative techniques were followed for analyzing the data. The survey discovered the most important reasons for cancelling a festival attendance such as unsuitable festival date, friends’ non-attendance. It also helped identifying the influences or motivators for attending a festival such as festival date, festival line-up, and friends’ attendance. Consumers’ early and late ticket buying ratios were also discovered by the survey. Based on the survey and theory, the consumer decision making on festival attendance was conceptualized and finally some ideas of features for the festival planning tool were gathered.
The theory covered for this study included consumer behavior and marketing research. The consumer decision making was emphasized in the theoretical part of consumer behavior. The cognitive processing model of decision making was followed while explaining the consumer decision making on festival attendance. In this paper, at first the theory of consumer behavior was briefly described and the theory of marketing research was illustrated in the methodology of this study.
An email survey was conducted for this study and quantitative techniques were followed for analyzing the data. The survey discovered the most important reasons for cancelling a festival attendance such as unsuitable festival date, friends’ non-attendance. It also helped identifying the influences or motivators for attending a festival such as festival date, festival line-up, and friends’ attendance. Consumers’ early and late ticket buying ratios were also discovered by the survey. Based on the survey and theory, the consumer decision making on festival attendance was conceptualized and finally some ideas of features for the festival planning tool were gathered.