Museum marketing: Identification of high, moderate, and low attendee segments

Fine arts organizations have only recently begun to use marketing techniques and other business tools. Identification of primary target markets for these organizations generally is lacking. A survey of individuals attending a major metropolitan museum exhibit in the Southwest was made to differentia...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 1981-12, Vol.9 (1-2), p.66-76
Main Authors: Robbins, John E, Robbins, Stephanie S
Format: Article
Language:English
Subjects:
Art galleries & museums
Attendance
Discriminant analysis
Information sources
Market segmentation
Market segments
Marketing
Markets
Museums
Social classes
Target markets
Variables
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Summary:Fine arts organizations have only recently begun to use marketing techniques and other business tools. Identification of primary target markets for these organizations generally is lacking. A survey of individuals attending a major metropolitan museum exhibit in the Southwest was made to differentiate between high, moderate, and low museum attendees. One-way analysis of variance and step-wise discriminant analysis were used so as to identify the characteristics of the 3 market segments with respect to usage patterns and future attitudes toward: 1. other cultural events, 2. information source influences, and 3. demographic variables. The discriminant analysis produced a model that better predicted and was significantly different from the proportional chance prediction, thus providing a viable method for segmenting museum-goers. Using this method to identify target markets, museum managers can increase the probability of success for their organizations. High attendees, as the primary target market for museums, require that museum managers provide market offerings that satisfy the needs of this group. The secondary target market, moderate attendees, may be worth pursuing due to its size and revenue potential. Low attendees, the least likely viable market segment, require greater promotional efforts to attract.
ISSN:0092-0703
1552-7824
DOI:10.1007/BF02723566