An organization selling discounted tickets for Broadway shows was experiencing a decline in its market share in the New York area. Despite an established brand and 12% to 15% of the market’s total ticket sales, the organization was seeking a better understanding of its customer profiles, how consumers perceived the brand and what were the drivers and barriers to purchase.
Quantitative study amongst a sample of the New York population attending musicals
Discounted tickets purchaser profiles
Brand awareness and health
Brand customer profiles
Behavioral segmentation of Broadway purchasers and identification of the most profitable segments for the organization