The changes which have appeared in the last few years, in all parts of our life, and especially the creation of conditions of market economy, needs different approach in the planning and realization of the activities from all branches, which is based on the market research and consumers needs and abilities. The category “elasticity” of the price, income, product etc., has become very important factor in the market economy, as a whole. The “reactibility” of the consumers is expressed in this way, when compared to the price, income or a certain product. For these reasons, the “elasticity” became the focus, main point in our research.
The following survey is a marketing research according to which we should reveal something more about the preferences in the choice, which a certain population makes about a certain product. In the given case the subject of the survey was the preference in the choice, more specifically the reactionability to a price, of the students from the UKIM School of Music from Skopje, different age groups and different music departments, concerning the concerts from different music genres. Apart from the theoretical interest about the behavior of this population group, one of the aims was also the specification of the price of the tickets that this particular group is ready (able) to pay (the elasticity) for the concerts in the institutions which have been given as a specimen example in this project.
The subject of this survey, connected to this characteristic, specialized population – the students of UKIM School of Music – we can define as: how the age and appertaining to one of the departments of the UKIM School of music influence the sale of the tickets for concerts from different genres. This particular group is one a way, the most specialized audience, and that was the reason why we took the students as a target sample in order of a preferenced choice regarding the music genres. (I.e. what is the real reaction of the consumers for the given product, as it is treated in the economy, or more specifically its elasticity).
From many indicators, which suggest on the different reaction about a given product, in this case a concert from different genres, the price of the product appears as more specific. We also took into consideration the fact that many factors exist which affect the reactibility on the different prices of the products: the consumers taste, their incomes, their wish and abilities to spend part of their income on the given product.
When analyzing the given data, we considered all these factors because they predict the demand and supply.
As an instrument for this survey, we took the questionnaire. It consisted six questions from which:
– Five general questions, i.e. independent variables, 4 of which belong to the group of nominal data: sex, age, academic year and department, and one in the group of interval data – how much money they spend on a entertainment activities, per month.
– One dependant variable from the group of interval data, which is the preferable choice considering the price for the category concert from different genres.
Classical music genres include:
– Macedonian Philharmonic Orchestra concerts, chamber music concerts, recital, opera and ballet;
And specific genres:
– Jazz, rock, folk and pop concerts
For all these concerts fixed prices were given, i.e. real prices for one ticket, with a multiple choice from 100, 200, 300 to 500 denars.
For all categories which come out from the questions the average price, median, modus and the frequent distribution were given, and from the standard statistical operations the Correlation and Pierson’s test were used.
The answers were of the multiple choice type, i.e. for a particular statement, questioned students had to choose from the five levels of agreement (Lickert scale, which gives grater precision of the answers and lowering of the possibility of discrimination).
The sample for this project consisted of 75 questioned – students of UKIM School of Music.
After the data processing, following results were obtained:
– Out of 75, 38 were male students and 37 were female;
– the biggest number were on the age of 20-21 years, students in second, third or fourth year in the vocal-instrumental department;
– The questioned spend 500 to 2000 denars monthly on entertainment, but generally, the price they would pay for one concert is between 100 to 200 denars and very rarely to 300 denars.
Thus, for the Macedonian Philharmonic Orchestra concerts, males are ready to pay 100 to 200 denars, while females would pay a ticket of 100 denars.
For the chamber music concerts, males would spend 100, 200, and 300 denars, while the females would pay only 100 denars.
For the recitals, questioned males would pay 100 denars and females here would pay 100 to 200 denars.
For the opera and ballet, both females and males students decided to pay only 100 denars for a ticket.
In the case of jazz and rock concerts, all of them would pay 100 and 200 denars per ticket.
For the pop concerts, questioned students share their opinion and would pay 100 denars.
For the last category – folk concerts– both the males and the females do not agree with any of the given prices.
According to the results obtained, we concluded that the most acceptable, i.e. the most elastic prices appear the 100 and 200 denars per tickets. These prices on which the most of the questioned react, i.e. appear as the most acceptable for the most concerts (philharmonic, chamber, recital, jazz and rock). The 100 denars price, is the most acceptable for the categories opera, ballet and pop concert, and it is interesting to note that they would not pay any of the prices offered for a folk concert.
The results concerning the preferences in the genres show that:
– The questioned form the male sex would like to listen chamber music concert the most, and also jazz, rock, philharmonic concert, and not at all folk concert.
– The females would like to listen a recital the most, also jazz and rock, and although they would like to attend some of the other concerts, they would never attend a folk concert.
We have already mentioned that in the statistical data processing we used the correlation and Pierson’s processing test. The Pierson’s test is used to see if there is a connection between the department on which the students are, and the price for all the concerts. Through the correlation, we have questioned the connection between the age and the price of the students.
After the correlation’s test, we can conclude that:
– Both among the male and the female questioned there is a negative correlation between the age and the price of the tickets for all concerts which means that the sale of tickets with these prices doesn’t have to do with the age of the questioned;
– Among the females questioned, there is a positive correlation between the age and the price of the tickets for all concerts (the price of the ticket they would pay depends on the age group they belong to).
According to the Pierson’s test processing, we have concluded that:
– A positive correlation between the department on which the questioned females study and the price of the tickets for all concerts, which means that the department is probably one of the factors which would affect the decision of the questioned about which concert they would attend and for which concert they would pay any of the mentioned prices;
From all this, at the end, we concluded that the prediction about the affection of some of the named factors, on the reactibility to the prices and the preferable choice of musical genres is true. The students of UKIM School of Music are under influence of the above mentioned factors and react to the preferred musical genres.
Apart from the practical results from this survey, which can be of help in the creation of marketing policy of the institutions and organizations form the field of culture and arts, this project has proved our teorethical prediction about the effectively of the methodology by which it was done.
the art is inside
