‘문화가 있는 날’ 영화 할인 혜택 효과 및 이용자 시장세분화 분석

Abstract

This study investigates the effects of “Culture Day” discounts on citizens’ visits to the movie theater and their expenditure and classifies consumers utilizing the discounts. Survey results show that the respondents visited movie theaters on “Culture Day” about 0.2138 times on average over 10 months; therefore, we detect an increased social expenditure of 4,893 Korean won for one visit per person. We classified the respondents using the decision tree model. The group of workers in low- and middle-income brackets and with experience of adult art education utilized the discount most frequently. Occupation was the most important factor in consumer classification; consumers who benefited the most from the “Culture Day” movie discounts were those with a relatively low opportunity of watching movies on a regular day due to time constraints. This result is in line with the purpose of “Culture Day.” We also found that “abolition of the discounts’ time limit” and “benefits on weekends” were the most popular requests for improving the policy. This study is significant in that it analyzes the economic effects of implementing the “Culture Day” policy and identifies consumer groups based on the degree of policy utilization. Results from the analyses of consumer classification and policy improvement requests provide important information to policymakers and stockholders.