Perceptions and Preferences of Cultural Services Consumers

Barbu Andreea Mihaela (), Iuliana Cetinã () and Gheorghe Orzan ()
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Barbu Andreea Mihaela: Bucharest University of Economic Studies, Marketing Faculty
Iuliana Cetinã: Bucharest University of Economic Studies, Marketing Faculty

Ovidius University Annals, Economic Sciences Series, 2012, vol. XII, issue 3, 40

Abstract: Cultural services’ importance can be highlighted by the complexity of the needs satisfied and the advantages they offer to the national or urban development. In this context, the paper supports the necessity of adjusting the cultural services to the audiences’ wishes, by revealing the perceptions and preferences of Bucharest youngsters regarding the services provided by different types of cultural institutions. The study presents the results of a focus group among nine students of various specializations. Thus, young people prefer theatre performances instead of other cultural services, as opera, operetta and ballet and they seem quite receptive to unconventional play setting or to an original interpretation. Moreover, they would like to attend to cultural services in the company of their friends, when they want to get out of the daily routine. The paper ends by reinforcing the qualitative research conclusions and the managerial implications.

Keywords: cultural services; qualitative research; perceptions; preferences; Bucharest market (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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