| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.56 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
As potencialidades dos Festivais de Música enquanto oportunidades de relacionamento com os consumidores têm atraído ao longo dos últimos anos a atenção e interesse das marcas, dos negócios e das empresas. A audacidade, a visão e a própria evolução do Marketing tomaram conta deste fenómeno social que atraí cada vez mais pessoas de diferentes contextos e que se juntam todas num mesmo espaço na ideia de satisfazer um mesmo objetivo: experienciar algo novo, distinto e memorável.
O crescimento em escala e em número dos festivais de música é notório e as alianças que estes estabelecem com as ferramentas do marketing concluem um acordo de cavalheiros entre duas entidades que procuram, independentemente da natureza dos seus objetivos, entregar aos consumidores experiências com os quais eles se identificam e com as quais eles sintam que foi acrescentado valor. Mais que um espaço que alberga em si vários concertos de diferentes ou semelhantes artistas, os festivais de música apresentam-se hoje ao mundo como uma oportunidade imperdível de sentir e viver algo novo. Mas, justamente, aquilo que se experiencia nos festivais de música, fora e dentro das fronteiras nacionais, depende de diversos fatores endógenos e exógenos.
A presente investigação tem como objetivo perceber quais são os fatores que influenciam a experiência do consumidor em festivais musicais de pequena e média dimensão e se há diferenças entre esses festivais de acordo com o género musical que os caracteriza. Para o efeito, analisámos os seguintes festivais de nicho nacionais: NEOPOP Electronic Music Festival, Reverence Valada, Milhões de Festa, VOA Fest, Festival MED e Festival de Jazz de Viseu. Através de um método quantitativo realizámos um inquérito por questionário a 250 participantes destes seis festivais, selecionados por conveniência.
Os resultados obtidos e analisados quantitativamente demonstram que existem quatro fatores que moldam a experiência do consumidor nos festivais de pequena e média dimensão e que há, de facto, diferenças entre esses fatores tendo em conta o género musical presente em cada festival.
ABSTRACT: Music Festivals are progressively growing as an opportunity to create and develop relationships with consumers, which has attracted in the last few years, the attention and interest of brands, businesses and companies. The audacity, the vision and even the own evolution of Marketing have taken care of this social phenomenon that attracts more and more people from diferent backgrounds that gather in the same location at the same time to satisfy a common objective: experience something new, distinct and memorable. The grow in scale and number of music of these events is notorious and the partnership with them and the marketing tools settle a gentleman’s agreement between two entities that, regardless the nature of their goals, want to deliver to the consumer experiences which they would relate to and feel that it has added some value. Today music festivals are much more than a simple agregation of multiple concerts from different or similar artists, they presente themselves to the world as an unmissable opportunity to feel ald live something new. For that reason, what we today experience at music festivals, outside and inside nacional borders, depends of endogenous and exogenous factors. This research aims to understand which factors have influence above the consumer exeperience in music festivals with small and medium dimensions and if there are any diferences between these factors depending on the music gender that the festival offers. To achieve this goal we’ve analysed some nacional niche festivals like: NEOPOP Electronic Music Festival, Reverence Valada, Milhões de Festa, VOA Fest, Festival MED e Festival de Jazz de Viseu. Using a quantitative method, we’ve constructed and apllied a survey to 250 consumers of the six music festivals mentioned above, selected by convenience. The results obtained were quantitatively analysed and demonstrate that there are four factors that influence the consumer experience in small and medium music festivals and that there are, in fact, differences between those factors in consideration of the musical genre of each festival.
ABSTRACT: Music Festivals are progressively growing as an opportunity to create and develop relationships with consumers, which has attracted in the last few years, the attention and interest of brands, businesses and companies. The audacity, the vision and even the own evolution of Marketing have taken care of this social phenomenon that attracts more and more people from diferent backgrounds that gather in the same location at the same time to satisfy a common objective: experience something new, distinct and memorable. The grow in scale and number of music of these events is notorious and the partnership with them and the marketing tools settle a gentleman’s agreement between two entities that, regardless the nature of their goals, want to deliver to the consumer experiences which they would relate to and feel that it has added some value. Today music festivals are much more than a simple agregation of multiple concerts from different or similar artists, they presente themselves to the world as an unmissable opportunity to feel ald live something new. For that reason, what we today experience at music festivals, outside and inside nacional borders, depends of endogenous and exogenous factors. This research aims to understand which factors have influence above the consumer exeperience in music festivals with small and medium dimensions and if there are any diferences between these factors depending on the music gender that the festival offers. To achieve this goal we’ve analysed some nacional niche festivals like: NEOPOP Electronic Music Festival, Reverence Valada, Milhões de Festa, VOA Fest, Festival MED e Festival de Jazz de Viseu. Using a quantitative method, we’ve constructed and apllied a survey to 250 consumers of the six music festivals mentioned above, selected by convenience. The results obtained were quantitatively analysed and demonstrate that there are four factors that influence the consumer experience in small and medium music festivals and that there are, in fact, differences between those factors in consideration of the musical genre of each festival.
Description
Dissertação submetida como requisito parcial para obtenção de grau de Mestre em Publicidade e Marketing.
Keywords
Marketing Marketing experimental Estudos do consumidor Experiências dos consumidores Festivais de música Géneros musicais Experiential marketing Consumer studies Consumers experiences Music festivals Musical gender
Citation
ANDRÉ, Inês Simão Bastos Lages - A experiência do consumidor em festivais de música de nicho: fatores que influenciam a experiência do consumidor em festivais de música de pequena e média dimensão: disparidades entre públicos de diferentes géneros musicais. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Dissertação de mestrado.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social