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Sport Science Review
The Journal of National Institute for Sport Research
Dimensions of Market Demand Associated with Dance Schools
Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece1
Department of Physical Education and Sport Sciences, Democritus University of Thrace, Greece2
This content is open access.
Citation Information: Sport Science Review. Volume 21, Issue 3-4, Pages 101–118, ISSN (Online) 2069-7244, ISSN (Print) 2066-8732, DOI: https://doi.org/10.2478/v10237-012-0012-8, August 2012
- Published Online:
Dimensions of Market Demand Associated with Dance Schools
Therefore the purpose of this study was to identify dimensions of market demand for dance schools. Dance is an activity requiring a strong relationship between the artist, marketer and audience. Marketing has generated sufficient commercial interest in the field, transforming dance into a thriving business. The growth of the dance industry has resulted in a highly competitive business environment. Effective management and marketing strategies (market segmentation, market promotion, program differentiation, and pricing strategy) may be formed for dance schools to ultimately satisfy consumer needs and also achieve business success. Cultural Learning, Personal Benefits, Program Offering, School Operation, Instruction Quality, and Economic Consideration would be positively predictive of the consumption level at dance schools. New technologies might also influence of purchase intent and must be consider by marketers.