Actividades artísticas, de entretenimiento y recreación fuera del hogar: hábitos de consumo en el área metropolitana de Bucaramanga y segmentación del mercado.

Abstract

At a global level, there is a growing demand for entertainment and fun activities oriented to the enjoyment of people's leisure time; Colombia is not immune to this trend. This investigation was addressed to analyze the habits of consumption of services related to artistic activities, entertainment and recreation outside the home by the inhabitants of the Metropolitan Area of Bucaramanga (AMB). The investigation was conducted with a quantitative approach. The information was obtained through the application of surveys to a sample made up of 400 people. We inquired people in the sample about general aspects of the use of free time, activities outside the home and the sociodemographic characteristics. Univariate, bivariate and multivariate statistical analyzes were used for the information analysis. Within the latter, the use of cluster analysis was used in order to identify segments of consumers. As a result, it was obtained that the activities of greater preference are the entertainment activities, followed by the recreational activities and finally the artistic ones. On the other hand, the variables that showed the greatest relationship with the preference of activities were the level of studies, the level of income and the family life cycle. Regarding segmentation and based on preferences, the cluster analysis suggested the existence of different market segments, two in artistic activities, four in entertainment activities and three in recreation activities.