“A Critical Investigation into the Consumer Buying Behaviours of Events in Relation to the Purchase of Tickets: a Case Study of Events Management students at Cardiff Metropolitan University.”
Cardiff Metropolitan University
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The aims of this dissertation were to investigate the consumer buying behaviours of the purchasing of event tickets and attendance of events, using Cardiff Metropolitan events management undergraduate students as a case study. The researcher set out to gain an understanding of the different motivations behind attendance at events and explore motivational theory. The project looks at decision-making processes and the factors that contribute to purchasing behaviour. A review of the existing literature found that events unique, perishable and intangible characteristics are what differentiate them to physical products. These characteristics make a consumers motivations to purchase admission to events different to those of buying a product. Reoccurring motivations from established theories proved to be socialisation, novelty and escapism. The effect these motivations have on consumer’s behaviour made the researcher decide to adapt a decision-making process model to suit the behaviours around purchasing an event experience (see Figure 2.3). The lack of pre-existing literature around the students segment of the market as consumers became apparent therefore leading to a belief that this project contains valuable research that can be referred to in the events industry in the future. Quantitative data collection was carried out on a case study sample that could be representative on a larger scale. The researcher collected 104 questionnaires from events management students from across all three years of the course. The data was analysed using Qualtrics and elements were linked back to the reviewed literature. The overall findings showed that students purchase event tickets with lower cost more frequently and tickets which are more costly less frequently. The price of tickets also impacted on student’s pre-purchase behaviour. Before buying low-costing tickets, students participated in little to no research however with the higher-costing tickets students underwent extensive to substantial amounts of research before committing to the purchase. It was also discovered that although the motivation of socialisation was most common in the literature review, the data showed that in actual fact watching the entertainment or act was the most influential factor that contributed to student’s decision-making process. Despite this, socialising, novelty and escapism were more motivating then not among participants as the literature had suggested.
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