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Study of Theatregoers’ Preferences: Segmentation Based on Latent Class Model
Theatrical productions are supposed to be perishable good, since the tickets for a particular play cannot be inventoried and sold after a time of play. In the revenue management of a perishable good price discrimination is widely used. Since the theatre audience is heterogeneous in terms of visit purpose, ability to perceive quality, willingness-to-pay, the strategy of price discrimination should be developed in the context of theatre segments. In this paper, we segment consumers of Perm Opera and Ballet Theatre, that allows to propose marketing instruments to increase theatre revenue. Since development of price discrimination strategy requires data on consumer’s purchase history, his behavioral and socio-demographic characteristics, we combine two data sources: data on ticket purchases and data obtained from survey. Latent class logit model allows to identify different segments of the theater's audience. The study reveals theatregoers segments with different willingness-to-pay for performance and seat location characteristics, which allows developing detailed recommendations on the pricing strategy for various theater audiences.