What are the internal and external stimuli that influence consumption of Comic-Con
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- Title
- What are the internal and external stimuli that influence consumption of Comic-Con
- Creator
- Cara Naidoo
- Supervisor
- Jeff Papis.
- Date
- 2016
- Abstract
- The aim of this study is to establish which internal and external stimuli are the most influential in drawing consumers towards purchasing entrance tickets for Comic-Con events. The topic was chosen for the reasons that, first, having carefully investigated the literature it was apparent that no research has yet been conducted with primary data to identify the key drivers in this area, and second, with Comic-Con approaching a half-century in business and having definitely prospered throughout changing economic times, lessons may be learnt by other companies in similar sectors. The methodology for the study was selected, and willing and appropriate interview participants identified and their agreement to participate gained, with qualitative data being considered fully appropriate for the purpose of the research. Themes and codes were devised both a priori and during the interview process to cover the full range of possible stimuli that bring consumers to Comic-Con. The outcome of the research showed a heavier emphasis towards internal stimuli rather than external ones, although the two most reported stimuli, word-of-mouth and the desire to belong to a community, comprised one stimulus that was external and one that was internal. Also among frequently reported stimuli were the desire to interact, appetite for visual stimulation, desire for experiential factors, empowerment and enrichment, and the desire to acquire merchandise. It is recommended that further research is undertaken to establish closer detail in how these stimuli can be utilised. Finally, recommendations were made that may be advantageous for other similar businesses.
- Subject
- International Events Management
- Extent
- 212 pages
- Format
- Publisher
- Regent's University London
- degree
- BA International Events Management
- Language
- English
- Date Issued
- 2016
- Type
- Report
- Rights Holder
- Regent's University London & Cara Naidoo
- Item sets
- Theses or Dissertation