haku: @indexterm MARKET SURVEYS / yhteensä: 1199
viite: 22 / 1199
| Tekijä: | Miesen, H.W.J.M. |
| Otsikko: | External search behaviour in cultural product markets: A study of readers of fiction |
| Lehti: | International Journal of Arts Management
2002 : SPRING, VOL. 4:3, p. 33-47 |
| Asiasana: | Market surveys Consumers Culture Products Markets Market segmentation |
| Kieli: | eng |
| Tiivistelmä: | The author argues that the choice environment of cultural products is different from that of traditional consumer markets in that the markets of cultural products are characterized by a large, fragmented and continuously changing supply. This characteristic renders the decision-making environment of the market more complex and interacts with the consumer's motivation and perceived ability to cope. Motivation and ability to search are assumed to be factors in the genre preferences of the consumer. A consumer survey (n = 271) was conducted to examine the patterns of external search behaviour of fiction readers by means of correlation analysis, cluster analysis and analysis of variance. Readers of literary fiction exhibited more elaborate information search activity than readers of romance or mystery novels. This result is explained by more intense involvement with the act of choosing and reading and greater ability to search, on the part of readers of literary fiction, as well as the supply characteristics of the market for literary fiction. Theoretical and marketing implications are discussed. |
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