Consumer Based Strategic Planning in the Nonprofit Sector: The Empirical Assessment of a Symphony Audience
- 4 December 2000
- journal article
- Published by Taylor & Francis in Journal of Nonprofit & Public Sector Marketing
- Vol. 8 (1) , 55-86
- https://doi.org/10.1300/j054v08n01_06
Abstract
This paper presents a case study that builds on prior arts audience research by taking a multiattributed approach to understanding symphony audience attitudes and behaviors. The results of an audience survey for a major symphony orchestra located in the southeastern United States are used to identify and profile distinct audience subsets for target segmentation purposes. The method used is presented in sufficient detail to guide arts administrators unfamiliar with audience research to design and conduct similar studies. Further, we examine a pricing question of current interest to many arts organizations: should this or any performing arts organization reduce or eliminate the volume discounts associated with performing arts series? Managerial implications are discussed, and recommendations offered.Keywords
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