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Segmentation of Cinema Audiences: An Exploratory Study Applied to Young Consumers

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Abstract

The cinema exhibition sector in Spain, as well as in the rest of Europe, is a dynamic sector characterised by the present growth of multiplexes and consumer demand after a long period of decline. These changes make it relevant to analyse the cinema attendees' profile from a marketing perspective. To this end, we have developed an exploratory study on segmentation applied to the young cinema attendees. Doing so, we have found three different groups according to benefits sought in their going to the cinema and other demographic and behavioural variables. On the basis of information as such, specific marketing objectives could be set and more efficient strategies designed and implemented.

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Authors and Affiliations

  1. Departamento de Dirección de Empresas, Universidad de Valencia, Avda. dels Tarongers s/n, 46022, Valencia, Spain

    Manuel Cuadrado & Marta Frasquet

Authors
  1. Manuel Cuadrado
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  2. Marta Frasquet
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Cuadrado, M., Frasquet, M. Segmentation of Cinema Audiences: An Exploratory Study Applied to Young Consumers. Journal of Cultural Economics 23, 257–267 (1999). https://doi.org/10.1023/A:1007538005838

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  • DOI: https://doi.org/10.1023/A:1007538005838

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