CONSUMER RESEARCH ON THE PROMOTION OF ROMANIAN MUSIC IN DEDICATED FESTIVALS

References: 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017, www.sgemsocial.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-17-1 / ISSN 2367-5659, 24 - 30 August, 2017, Book 1, Vol 5, 211-218 pp, DOI: 10.5593/sgemsocial2017/15/S05.027

ABSTRACT

Artistic marketing in Romania represents an increasingly discussed subject within the institutions providing cultural activities such as festivals on national and regional level. There is a wide range of cultural festivals, which encompasses refined opera festivals and folk festivals, including music, theatre, dance, film, literature, arts and crafts. The purpose of organizing festivals varies from entertainment to cultural and educational goals and furthermore to bringing together diverse communities, or even for business development. Since festivals have different implementation costs, depending on the category of the organizers - non-profit or for profit - the role of sponsorship is often important in defining the objectives. Consequently, it has become evident that the organizational structure of the organizing institutions must be modernized in order to face the diversification of the artistic offer and the ever-pressing socio-economic changes. The purpose of the present research is to assess the marketing mix of two events that promote local music: the Cluj Modern Festival and the Trio Transilvan – Trio Instrumental Festival, as well as the audience analysis of the two events by: socio-demographic segmentation of the audience, analysis of the performances, preferences and cultural consumption habits, identification of preferred channels of communication and promotion. In order to obtain the primary data, we used the face-to-face survey method, which entails the creation of a questionnaire and the realization of direct personal interviews. Through the SPSS program a regression and factor analysis was carried out and the results provided an image of the product evaluation and promotion (on specialists, media and audience level), price, as well as the assessment of impact and sustainability (for the audience, sponsors and organizers).

Keywords: festival, management, marketing, factor analysis, sponsorship