PERCEPTIONS AND ATTITUDES OF THE STAGE ARTS AUDIENCE ON MARKETING MIX VARIABLES

Daniela Andreea Caraba () and Smaranda Adina Cosma ()
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Daniela Andreea Caraba: Communication, PR and Advertising Doctoral School, Babes-Bolyai University, Cluj-Napoca, Romania
Smaranda Adina Cosma: Faculty of Business, Babes-Bolyai University, Cluj-Napoca, Romania

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2021

Abstract: 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.

Keywords: extended marketing mix; performing arts; stage arts audience; spectators’ perceptions (search for similar items in EconPapers)
JEL-codes: L89 M31 (search for similar items in EconPapers)
Date: 2021
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https://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_4_2021.pdf Revised version, 2021 (application/pdf)

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