Posted: March 31st, 2024

Consumer Behavior Report

Consumer Behavior Report
Context and Opportunity
Queensland Pops Orchestra experiences a major issue of high promotion cost each time it is holding a performance. This is caused by the changing preferences of the consumers. Since the orchestra mostly provides classical, opera and musical theatre performances, the majority of the consumers are old people above the age of 50 years. To create awareness of the concerts, the organization relies on outdoor advertising. The new management has discovered that increasing first-time attendance of people between the ages of 18-30 is the best opportunity to cut the promotion cost. Applying a consumer behavior theory will assist in establishing appropriate recommendations to the prospect.
Literature Review
The ownership has to research the problem and formulate suitable marketing strategies. The lifestyle, attitude, and developmental experiences are factors that influence the attendance of young people in musical theatres. Results from a study showed that out of 1491 respondents of questionnaires, 790 were active in sports, socially active, and cultural events participators, as illustrated in table 1 (Belk, 2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay). These results are relevant to the current opportunity because they indicate individual behaviors that relate to the participants of performing arts.And so, in the current context, this group of people can be interested in the orchestra performances.
Furthermore, the general lifestyles of people between the ages of 18-30 differ. There are those who have a strong stand on traditionalism; thus, they treasure the traditional way of doing things. Similarly, others are optimists who seek physical attractiveness and living in standards that the public perceives to be a good life (Belk, 2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay). There are also those who have an active lifestyle and mostly prefer being outdoors. They like picnics, road-trips, and hiking. Therefore, this study indicates that increasing the attendance of young people in the orchestra based on consumer behavior is an opportunity that can be utilized.
Correspondingly, the attitude is measured by the expected outcome of an action. The public perceives classical music concerts as leisure activities defined for rich wealthy people. Hence, the youth who earn just enough income for their spending cannot afford to purchase the tickets. Moreover, classical music is assumed to enhance certain values of elderly people (Friel, 2016: 2024 – Do my homework – Help write my assignment online). Young people assume that these concerts are not designed for them since they are themed to enforce specific values. Because of this, they cannot find any value that will be added to them when they attend the concerts. This is a key factor facing consumers and marketers. However, relating to the current situation, the findings show a great need to explore the opportunity of increasing the attendance of young peoplein these concerts.
Besides, reflecting on the lifestyle characteristics of the young people, the possible success of the opportunity can be forecasted. In research done by Yu-Jing Lin, Pei-Chen Lee, and Hsiang-Chun Tai, university students were the majority in the audience of performing arts(Chen, Chun-Fu, & Hsin-Yun, 2006 – Write a paper; Professional research paper writing service – Best essay writers). This illustrates that various factors matter when an individual is making a decision on whether to attend or not to attend a classical music performance. The attitude of a person is developed by the aspects that make up their lifestyles. Those who find the value of the outcome of participating n the concerts will consume the service more often. As a result, the research shows the importance of understanding consumer behavior when trying to increase the attendance of young people in music performances.
Similarly, developmental experiences are critical in defining the opportunity in the current scenario. Several pieces of research have illustrated that as people grow, they tend to develop different habits, but they never forget the ones that they were taught as children. Early exposure to the performing arts establishes an interest in the individual (Clouse, 2016: 2024 – Do my homework – Help write my assignment online). When they are adults and have extra time and unrestricted income, they are motivated to participate in leisure activities such as performances. Thus, this notion supposes that in the current context, there is a need to consider the developmental experiences of individuals since it contributes to their decisions.
There are various marketing strategies that have been used in the past to solve the problem of in attendance of young people to performing arts. First, various organizations have introduced educational programs to teach youths about the importance and value of performing arts. This has helped in changing the negative attitude that some of them have towards classical music. Second,organizations such as The Los Angeles Philharmonic are developing the talents of children and youths who can play instruments by giving them a chance in schools and poor neighborhoods (Graham, 2015 – Research Paper Writing Help Service). This has facilitated the growth of interest in classical music and performing arts from an early age. Additionally, this has secured the future of performing arts by creating supporters and patrons. Third, famous promoter of performing arts, Leonard Bernstein reached a large audience who would participate in orchestra concerts through broadcast. These strategies were used to increase the participation and attendance of young people in the performing arts.
Theory
The theory of planned behavior was established by Icek Ajzen as the development of reasoned action. It is based on three factors, which include attitudes, subjective norms, and perceived behavioral control. The theory suggests that behavior is formed on the basis of intention. According to Ajzen, the intention is the degree to which an individual is ready to or the probability to involve in a certain behavior (Cameron et al., 2014: 2024 – Essay Writing Service. Custom Essay Services Cheap). Attitude is formed by the value of the outcomes of certain behavior. If the value is positive, the individual will engage in the behavior, but if it is negative, there will be no involvement. This relates to the current situation where the attendance of the youths in classical music performances is very low. This is because, at one time of participation, the performance did not reach up to their expectations; hence, they assumed that all concerts were boring. This component can be used to encourage more participation by inviting famous performers to concerts every time.
In addition, subjective norms influence the intentions of an individual. These norms are the views of other people, which determine the willingness and motivation of an individual to engage or not to engage in a particular behavior. The perceptions are always grounded in the beliefs, values, and principles of the society. People who play a part in the subjective norms include family members, friends, and other people who an individual wants to meet their expectations (Utami, 2017). This component links to the situation which has seen a decrease in the number of young people who attend classical music performances. For instance, the opinion that the concerts are for rich old people and that they promote certain values of the elderly discourages young people from participating in the performances. This factor can be applied in the issue to understand the people who matter in the decision making of an individual.
Ultimately, the factor of perceived behavioral control also influences the behaviors of people. This control is the insight of an individual of the ease or complexity of performing the behavior of concern. This is affected by the beliefs that the individual has regarding the behavior and can hinder or assist in the performance (Cameron et al., 2014: 2024 – Essay Writing Service. Custom Essay Services Cheap). The perceived behavioral control also relies on past experiences to determine the decision of the individual on the current behavior. Reflecting on the current situation, many youths who were not exposed to performing arts in their childhood find it difficult to participate in the contexts. Moreover, considering the lifestyle of the youths, their personal perceptions hinder them from engaging in performances. Therefore, this factor can be helpful in providing education about classical music concerts so that individuals can change their opinions. Similarly, early exposure will assist in creating awareness of performing arts.
Recommendation 1: Building and Promoting a Brand
In order for Queensland Pops Orchestra to utilize the opportunity of increasing the attendance of people between the age of 18 and 30, the organization should implement the following recommendations. First, the group has to develop and promote the brand (Rizkallah, 2014: 2024 – Essay Writing Service. Custom Essay Services Cheap). Classical music has been in existence for many years. However, only a few people are aware of the concerts, particularly the elderly. Therefore, the attendances of the performances are at a low rate compared to other music brands of modern times. This hinders other potential participants, including performers from attending the concerts. Being a type of music that interests many people, organizations should suppose classical music as a brand on its own.
After defining it as a brand, the orchestra should promote the brand using the media and the web. The organization should incorporate paid advertisements on televisions and radio. The message should be designed for the target market, which in this context is the youth. Therefore, it should be attractive and at the same time, educative to change the perceptions which people have about classical music concerts. The advertisements should not only be about the upcoming events but also for learning purposes (Rizkallah, 2014: 2024 – Essay Writing Service. Custom Essay Services Cheap). The awareness which will be created through media advertisement will enable young people to grow an interest in performing arts, hence increasing their attendance. Furthermore, the brand will be known by many people.
Another appropriate method of promotion will be the use of social media. Nowadays, social networks such as Facebook and Twitter are popular platforms among youth. Running ads on these sites will help Queensland Pops orchestra in reaching out to a large target market (Frantz, 2015 – Research Paper Writing Help Service). Equally, engaging the users through Facebook will make them feel like a part of the brand. For example, the organization can create an online platform where people can suggest their most preferred performers who they want to be in the upcoming concerts. By doing this, more young people will be interested in attending the performance. Additionally, the target audience will always be aware of the upcoming concerts, thus preparing in advance.
Recommendation 2: Add More Individual Tickets and Cut the Prices
The general prices of classical music concerts are always high, and a middle-class person cannot afford them. In this situation, the orchestra is targeting increasing the attendance of people between 18years and 30years. Most of them are people with young families; thus, they have a lot of expenses, which leaves them with little or no extra money (Isoraite, 2016: 2024 – Do my homework – Help write my assignment online). Similarly, they earn a moderate income. Moreover, the lifestyle of the target market does not allow them to have a lot of free time since most of them are working. Therefore, when they get the extra time, they want to spend it on recreational activities, which are fun. For the organization to have the attention of these people in their performances, it has to reduce the prices of the tickets as illustrated in Table 2. Principally, the prices for individual tickets should be at a lower rate than the seasonal subscription tickets. Correspondingly, the targeted audience will be able to purchase these tickets in large numbers, hence increasing their attendance. As a result, the revenue collected from the sale of these tickets will cover the promotion costs.
Besides, the organization should produce more individual tickets. Many organizations which provide classical music performances prefer seasonal subscription rather than individual tickets. This is because they anticipate that the number of attendants will decrease with time since many people are not into this genre of music. Nonetheless, the reality is that people love classical music. The primary problems with the concerts, as young people say, are the unfamiliar programs and the boring environment (Rizkallah, 2014: 2024 – Essay Writing Service. Custom Essay Services Cheap). The seasonal subscription tickets go for a higher price, which the young people cannot afford. This is the reason why most of the musical theatres have an audience of elderly people who are able to purchase the tickets. Queensland Pops Orchestra should add more of the individual tickets to encourage the youth to purchase them anytime they want. They do not have to wait until they save revenue for the seasonal subscription. Consequently, this will lead to more sales of individual tickets and so ease the promotion expense for the organization.
Recommendation 3: Enhance Public Relation
Being a famous professional orchestra in the state, the Queensland Pop orchestra should develop good public relations through establishing development programs for the youth (Isoraite, 2016: 2024 – Do my homework – Help write my assignment online). The targeted market consists of people who have talents that can be nurtured and benefit them in the future. The organization should establish programs supporting the underprivileged among the target audience so as to create a good relationship with the community. For instance, the orchestra should introduce talent days where people between the ages of 18-30 can attend and showcase their talents of playing instruments of singing classical songs. After evaluating the contestants, the organization should support the individuals in developing their talents so that they can make a living from them. In doing so, the organization will build a good reputation and at the same time, offer help to the immediate community.
Equally, the organization should create community programs where it helps needy students in higher learning institutions. Many people drop out of colleges and universities due to a lack of finances to take them through their studies. Coming up with a program that will raise funds to help needy students in universities will enhance public relations, particularly among the target audience (Isoraite, 2016: 2024 – Do my homework – Help write my assignment online).For example, the organization can decide that a certain percentage of the revenue collected from the sale of tickets at a concert will be used to pay tuition fees for certain students. Also, the orchestra can invite students with talents to perform in concerts and pay them. This will encourage the ones with talents to utilize them as well as secure the future of classical music. Similarly, the organization will gain more trust from the community.

References
Belk, R. (2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay). Predictors of Attendance at the Performing Arts. Research Gate.
Cameron, R., Ginsburg, H., Westhoff, M., & Mendez, R. V. (2014: 2024 – Essay Writing Service. Custom Essay Services Cheap).Ajzen’s Theory of Planned Behavior and Social Media Use. American Journal of Psychological Research.
Chen, Chun-Fu, &Hsin-Yun. (2006 – Write a paper; Professional research paper writing service – Best essay writers). The Attitudes of University Students to Classical Music Concerts: A Study in Consumer Behavior. International Journal of Management.
Clouse, C. M. (2016: 2024 – Do my homework – Help write my assignment online). Revitalizing Classical Music Interest and Concert Attendance: Why Today ‘s Youth Are Deterred From Classical Music and Why Symphony Orchestras and Businesses Need to Get Involved. Senior Honors Project.
Frantz, E. L. (2015 – Research Paper Writing Help Service). Is Technology the Way Forward for Classical Music? Exploring Audience Engagement in the Digital Era. The Ohio State University.
Friel, S. (2016: 2024 – Do my homework – Help write my assignment online). A Study into the Issues and Perceptions of People Aged 18-25 Towards Attendance and Participation at Classical Music Concerts. Cardiff Metropolitan University.
Graham, H. (2015 – Research Paper Writing Help Service). The American symphony orchestra: factors affecting concert attendance and predictions for the millennial ticketholder. Honors Program Theses 233.
Isoraite, M. (2016: 2024 – Do my homework – Help write my assignment online).Marketing Mix Theoretical Aspects. International Journal of Research, 4(6).
Rizkallah, E. G. (2014: 2024 – Essay Writing Service. Custom Essay Services Cheap). A Non-Classical Marketing Approach For Classical Music Performing Organizations: An Empirical Perspective. Journal of Business & Economics Research (JBER), 7(4).DOI:10.19030/jber.v7i4.6870
Utami, C. W. (2017). Attitude, Subjective Norms, Perceived Behavior, Entrepreneurship Education and Self-efficacy toward Entrepreneurial Intention University Students in Indonesia. European Research Studies Journal, 475-495.

Appendix
Table 1: Number of respondents whose characteristics fit in the performing arts
Lifestyle Characteristics No. out of the total respondents
Active sports enthusiast 285
Socially active 210
The culture patron 295

Table 2: Ticket prices for the Concert
Tickets Week days weekends
Individual ticket $50 $45
Individual ticket for couple $90 $88
Seasonal subscription $600 $600

Explanation: During the weekends, many working people engage in leisure activities since it is their free days. Reducing the prices of the individual tickets on this period is a strategic plan of attracting more attendants between age 18 and 30. Furthermore, adding individual tickets for couple will also increase the number of attendants. As a result, the organization will collect more revenue.

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