Research of the Factors Influencing the Level of Visitors`Satisfaction at the Museum of Contemporary Art «Garage»

For the last twenty years museums deal with various challenges: decline in public funding and increasing the level of market competition in leisure activities as a result of market economy development in Russia. Moreover, peculiarities of perception by Russians to modern art influence their attitude to the services of modern art museums. It foregrounds the necessity of introducing marketing functions and studying consumer preferences to meet their needs. The general purpose of this project is to reveal key factors affecting visitors’ satisfaction with the services of ‘Garage’, the museum of contemporary art, and formulate recommendations for future marketing activities. The methods utilized include market analysis of museum services, a content analysis of secondary data including consumer feedback to identify key factors to be used in compiling the questionnaire for visitors. The results anticipated include satisfaction factors that could lead to better understanding of contemporary consumer preferences. Recommendations proposed might serve to increase visitors’ satisfaction with services of museum at future exhibitions, examined potential opportunities for business expansion.