Abstract
The purpose of this paper is to analyze the purchase attitude of consumers of classical performance products using the FCB Grid Model and to find out how the differences are shown according to the selection attributes of classical performance products. The results of this paper are as follows. First, among the four purchasing attitudes of classical performance products, the low involvement/emotional group was 35.2% and the high involvement/rational group was 24.8%. The low involvement/rational group was 20.9%, and high involvement/ emotional group was 19.1%. Second, among the selection attributes, there were significant differences in ‘content’, ‘performer’, and ‘performance hall’. It is meaningful that it suggested the necessity and utilization plan of systematic marketing strategy of classical performance.
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