Abstract
Abstract Classic theater patrons’ preferences toward a variety of competing, live-entertainment events were investigated in this study. Classic theater patrons were asked to rank 12 non-hypothetical equivalently priced packages of tickets for both classical and contemporary entertainment events according to their preferences. The result of multidimensional scaling (MDS) suggested two dimensions of preference: cultural degree and durability. Cluster analysis of respondent points from MDS returned three clusters, each showing a uniquely strong preference for either sport, classics, or romance. Implications for innovative retailing services and for market-oriented strategy were drawn from the findings.
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