Typology of consumers from Generation Y according to approach to the theatre

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F17%3A10238155" target="_blank" >RIV/61989100:27510/17:10238155 - isvavai.cz</a>
Result on the web
<a href="http://fim2.uhk.cz/mme/conferenceproceedings/mme2017_conference_proceedings.pdf" target="_blank" >http://fim2.uhk.cz/mme/conferenceproceedings/mme2017_conference_proceedings.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Typology of consumers from Generation Y according to approach to the theatre
Original language description
Theatre is one of the oldest art form and it has a long history. Theatre market has undergone considerable development and nowadays there are still groups of people, for whom is this kind of art very important. The aim of this work is to analyze the customer's attitude to the theatre and based on these attitudes create the customer's typology on the theatrical market in the Slovak Republic. Customers are from Gener-ation Y. For this purpose, it was used factor analysis followed by cluster analysis, which is in this article the main research method. It is used hierarchical cluster analysis for finding the number of clusters and even non-hierarchical cluster analysis, which assigned ob-jects to concrete clusters. In the part of hierarchical clustering it is used Ward's proce-dure. Claims (attitudes) are defined on the basis of what kind of initiatives users show, when they are deciding about visiting theatre, what is their relationship to it, which types of performances they visit and what is the main point of visiting theatre. Cluster analysis found 5 clusters (Visitors, who don't prefer theatre, Accompanying visitors, Occasional visitors, Theatre fans and Visitors following prestige) which showed big differences in their approach to the theatre.
Czech name
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Czech description
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Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Mathematical Methods in Economics: MME 2017 : 35th international conference : conference proceedings : Hradec Králové, Czech Republic, September 13th-15th, 2017, University of Hradec Králové
ISBN
978-80-7435-678-0
ISSN
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e-ISSN
neuvedeno
Number of pages
6
Pages from-to
620-625
Publisher name
Gaudeamus
Place of publication
Hradec Králové
Event location
Hradec Králové
Event date
Sep 13, 2017
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000427151400106

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