PERCEPTIONS AND ATTITUDES OF THE STAGE ARTS AUDIENCE ON MARKETING MIX VARIABLES
Performing arts meet a wide range of audience needs. Some spectators make the decision to participate because they are interested in the program, while others are attracted by the interpretive qualities or by famous artists. The decision on the characteristics of the artistic product delivered to t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Studia Universitatis Babes-Bolyai
2021-12-01
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| Series: | Studia Universitatis Babeş-Bolyai Negotia |
| Subjects: | |
| Online Access: | http://193.231.18.162/index.php/subbnegotia/article/view/215 |
| _version_ | 1827389999120646144 |
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| author | Daniela Andreea CARABA Smaranda Adina COSMA |
| author_facet | Daniela Andreea CARABA Smaranda Adina COSMA |
| author_sort | Daniela Andreea CARABA |
| collection | DOAJ |
| description |
Performing arts meet a wide range of audience needs. Some spectators make the decision to participate because they are interested in the program, while others are attracted by the interpretive qualities or by famous artists. The decision on the characteristics of the artistic product delivered to the public involves solving a dilemma between its artistic and commercial dimension, between the resources and the available budget and the aspirations of the directors. The distinction between entertainment and art is not always very rigid. There is a preconception about an art show that could be perceived as boring and inaccessible to the uncultivated public. The main purpose of the research is to analyze the public's perception of the elements of the marketing mix for the artistic product in the performing arts. Descriptive research was conducted through the questionnaire-based interview. Consumers are more inclined to seek to satisfy an emotional need by consuming artistic products or to learn something new, diversifying their level of education.
JEL classification: M31, L89.
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| first_indexed | 2024-03-08T16:45:03Z |
| format | Article |
| id | doaj.art-45a3bdacab9d451c9ce8f7537aada959 |
| institution | Directory Open Access Journal |
| issn | 2065-9636 |
| language | English |
| last_indexed | 2024-03-08T16:45:03Z |
| publishDate | 2021-12-01 |
| publisher | Studia Universitatis Babes-Bolyai |
| record_format | Article |
| series | Studia Universitatis Babeş-Bolyai Negotia |
| spelling | doaj.art-45a3bdacab9d451c9ce8f7537aada9592024-01-05T09:42:18ZengStudia Universitatis Babes-BolyaiStudia Universitatis Babeş-Bolyai Negotia2065-96362021-12-0166410.24193/subbnegotia.2021.4.03PERCEPTIONS AND ATTITUDES OF THE STAGE ARTS AUDIENCE ON MARKETING MIX VARIABLES Daniela Andreea CARABA0Smaranda Adina COSMA1PhD Student, Communication, PR and Advertising Doctoral School, Babeş-Bolyai University, Cluj-Napoca, e-mail: adacaraba@gmail.comFaculty of Business, Babeş-Bolyai University, Cluj-Napoca, e-mail: smaranda.cosma@ubbcluj.ro Performing arts meet a wide range of audience needs. Some spectators make the decision to participate because they are interested in the program, while others are attracted by the interpretive qualities or by famous artists. The decision on the characteristics of the artistic product delivered to the public involves solving a dilemma between its artistic and commercial dimension, between the resources and the available budget and the aspirations of the directors. The distinction between entertainment and art is not always very rigid. There is a preconception about an art show that could be perceived as boring and inaccessible to the uncultivated public. The main purpose of the research is to analyze the public's perception of the elements of the marketing mix for the artistic product in the performing arts. Descriptive research was conducted through the questionnaire-based interview. Consumers are more inclined to seek to satisfy an emotional need by consuming artistic products or to learn something new, diversifying their level of education. JEL classification: M31, L89. http://193.231.18.162/index.php/subbnegotia/article/view/215extended marketing mix, performing arts, stage arts audience, spectators’ perceptions . |
| spellingShingle | Daniela Andreea CARABA Smaranda Adina COSMA PERCEPTIONS AND ATTITUDES OF THE STAGE ARTS AUDIENCE ON MARKETING MIX VARIABLES Studia Universitatis Babeş-Bolyai Negotia extended marketing mix, performing arts, stage arts audience, spectators’ perceptions . |
| title | PERCEPTIONS AND ATTITUDES OF THE STAGE ARTS AUDIENCE ON MARKETING MIX VARIABLES |
| title_full | PERCEPTIONS AND ATTITUDES OF THE STAGE ARTS AUDIENCE ON MARKETING MIX VARIABLES |
| title_fullStr | PERCEPTIONS AND ATTITUDES OF THE STAGE ARTS AUDIENCE ON MARKETING MIX VARIABLES |
| title_full_unstemmed | PERCEPTIONS AND ATTITUDES OF THE STAGE ARTS AUDIENCE ON MARKETING MIX VARIABLES |
| title_short | PERCEPTIONS AND ATTITUDES OF THE STAGE ARTS AUDIENCE ON MARKETING MIX VARIABLES |
| title_sort | perceptions and attitudes of the stage arts audience on marketing mix variables |
| topic | extended marketing mix, performing arts, stage arts audience, spectators’ perceptions . |
| url | http://193.231.18.162/index.php/subbnegotia/article/view/215 |
| work_keys_str_mv | AT danielaandreeacaraba perceptionsandattitudesofthestageartsaudienceonmarketingmixvariables AT smarandaadinacosma perceptionsandattitudesofthestageartsaudienceonmarketingmixvariables |