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Transcript of Tomorrowland Festival
"Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society."
in the Press
These sites provide easy access to information, photograph's and footage of the festival and direct links to ticket purchasing.
Electronic Music Festival
Started in 2005 with only 10,000 Attendees
The Decision Making Process
Decision Making Process
Where is it and how do I get there?
"Psychographic Segmentation divides the market into groups based on their social class, lifestyle, and personality characteristics"
Examstutor.com. 2014. Study Room - Business - Marketing - Analysing the market - Demographic Segmentation. [online] Available at: https://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/8_psychographic_segmentation.php
Tomorrowland.com. 2014. News. [online] Available at: http://www.tomorrowland.com/home
: Life style classification model, developed by the advertising agency, Young & Rubican.
Young Adults 18-27
High Energy Electronic Music
xplorer- Energy, autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - Student)
Source: Masterman and Wood (2011) and Stralser (2004)
Low Purchase Involvement
High Purchase Involvement
in each stage depending on the individual.
The decision making process may be
to some individuals and relatively
or insignificant to others.
How much will it cost and how do I safely purchase a ticket?
Is there a cheaper alternative closer to home?
How much can I find out about
in the media (online, magazines, newspapers, television) ?
market research concerns methods of research and marketing strategies to improve business and make profit.
Source: Examstutor.com. 2014. Study Room - Business - Marketing - Analysing the market - Demographic Segmentation.
A range of social networking sites are used by
organisers to attract the consumer
Macro environment analysis
political- six governments
economic- high public debts
Micro economic environment
customers- internal and external
stakeholders- identify and manage
distributors- personal relationships
sponsors- beneficial for both parties
best employees in the business
best acts in the industry
within a competitive industry
high demand for tickets
nominated for "best festival in the world"
opportunity to grow
drinking and drugs
new and upcoming festivals
As well as social networking sites to attract consumers
Magazine articles and promotions.
Posters and leaflets.
(filming from set up - live at the festival).
four main competitors
benefits from competitors information
How does Tomorrowland satisfy consumer needs/wants?
-Best Artists from around the world
-Plenty of stages with an incredible attention to detail, offering a lot of alternative
-Dreamville has shops, restaurants, bakeries, a BBQ area and everything you would expect from a festival campsite
-People of Tomorrow, make your mark
-Lakes and paddle boats if you want to relax
-Hundreds of staff to make the event a memorable experience
-Constantly expanding to accommodate more festival-goers
Where:Chattahoochee Hills, Georgia, USA
When: September 26-27-28
Topic: Howard Sheth Model (online) Available at: http://www.scribd.com/doc/22811630/Topic-Howard-Sheth-Model
'Consumer Behaviour' (online) Available at http://www.businessdictionary.com/definition/consumer-buying-behavior.html