Market Segmentation of Musical Audience - Focused on University Students -

뮤지컬 관객의 시장세분화 연구 - 국내 대학생 관객을 중심으로 -

  • 신혜선 (숙명여자대학교 정책대학원) ;
  • 김소영 (숙명여자대학교 경영학부)
  • Published : 2006.05.01


This study tries to segment musical market to provide Korean musical marketers with marketing strategy implication. We focused university students who are known to form attractive market in the musical market through existing studies. For this research, we divided whole musical market using various variables such as musical audience' demographic, lifestyle and purchasing behavior variables. Using mixture model, we could divided as four significant segments : 'the type of musical mania', 'the type of musical preference', 'the type of musical medium' and the type of indifferent musical'. Each segment showed different musical purchase behaviors, lifestyle and demographical characteristics, also we suggested marketing strategy to each segment. Our research results can contribute to understand objectively musical market.


Musical;Performing Arts;Culture Content Industry;Market Segmentation;Content Marketing