Social And Economic Factors of Youngsters Participation in Public Events

Socio-economical factors of visiting public events in Moscow” is an important topic, which is very little studied in our country, especially with reference to crisis period. This study aims to identify key factors which influence the success of an event, which is targeted to young Muscovites. Firstly, the theoretical research of the peculiar properties of event management in Russia is done. The next step of the research is empirical analysis on the results of the author's quantitative survey which resulted that the "price" and "advertising" are the main factors of consumer choice in the studied field. Based on this and on Strauss and Howe’s theory of generations, basic specific recommendations on effective event promotion and management for specific age group, known as “generation Y” is given. These recommendations can improve pricing and promotion strategies’ development making both more adaptive to the aforementioned target audience group.