Jul 30th, 10:15 AM - 11:15 AM


An Analysis of the Performing Arts Consumer: Developing market segments by using CHAID


This study explored how the interaction between performing arts consumers’ characteristics and art-related experiences were associated with out-of-state and/or out-of-country performing arts attendance. A decision tree was developed using Exhaustive CHAID. Data were collected through an online survey of E-club members of the Wharton Center for Performing Arts at Michigan State University. This study focused on the heavy consumers, who represented approximately 30% of the performing arts market and accounted for over 50% of actual spending on tickets. The results identified important predictors and distinguished viable five segments. Chi-square tests and one-way ANOVAs were conducted to examine significant differences among segments. The identified target segments and their profiles will be essential in building effective communication and promotion strategies for various marketing purposes.