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After the goldrush : willingness to pay for concert service and product attributes in South Africa
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613686922739712 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23254 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:40:05.686Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23254 After the goldrush : willingness to pay for concert service and product attributes in South Africa Goldman, Michael ichelp@gibs.co.za Larsen, Donovan Jake UCTD Concert service Product attributes South africa Dissertation (MBA)--University of Pretoria, 2012. After the gold rush that was the recorded music business in the twentieth century, the industry finds itself in a difficult time of severely reduced revenues from recorded works distributed on physical media. As the industry searches for a solution to its problems, this research investigates the potential additional revenues from live music events as an element of the revenue replacement engine. The core objective governing this research was to gain a clearer understanding of concert service and product attributes that are valued by customers and to gauge their willingness to pay for these attributes. Also key to the brief was the goal of understanding the consumer decision-making and buying process with reference to the rules applied in the buying process. The questionnaire used in this research was structured by design and sought to gauge from concert audiences what they were willing to pay for preferred product or service attributes.The findings show that there is a willingness to pay for some concert related product and service attributes and that there are distinct clusters within the respondent population that are distinctly different from each other across a variety of demographic and other metrics. Other than on a single sub-attribute, premium bar facilities, there was no evidence found for using ticket class as an indicator for willingness to pay for service or product attributes or subattributes. There was evidence found, however, that demographic and other metrics could be indicators for willingness to spend on each attribute and subattribute. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T14:49:32Z 2013-04-30 2013-09-06T14:49:32Z 2013-04-25 2012 2013-03-16 Dissertation Larsen, DJ 2012, After the goldrush : willingness to pay for concert service and product attributes in South Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23254 > F13/4/355/zw http://hdl.handle.net/2263/23254 http://upetd.up.ac.za/thesis/available/etd-03162013-092249/ © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Concert service Product attributes South africa After the goldrush : willingness to pay for concert service and product attributes in South Africa |
| title | After the goldrush : willingness to pay for concert service and product attributes in South Africa |
| title_full | After the goldrush : willingness to pay for concert service and product attributes in South Africa |
| title_fullStr | After the goldrush : willingness to pay for concert service and product attributes in South Africa |
| title_full_unstemmed | After the goldrush : willingness to pay for concert service and product attributes in South Africa |
| title_short | After the goldrush : willingness to pay for concert service and product attributes in South Africa |
| title_sort | after the goldrush willingness to pay for concert service and product attributes in south africa |
| topic | UCTD Concert service Product attributes South africa |
| url | http://hdl.handle.net/2263/23254 http://upetd.up.ac.za/thesis/available/etd-03162013-092249/ |