The document summarizes the results of a survey about consumer preferences and behaviors related to special events held by the City of Riverdale. Key findings include that most respondents were familiar with Riverdale events and learned about them through word-of-mouth. Respondents preferred purchasing tickets in advance and attending with 3-4 people. Food samples were the most popular added incentive to encourage ticket purchases. Entertainment value and price were the most important factors influencing consumer purchase behavior.

1. Perceived Value
and Consumer
Behavior
Mary Hughes-Coleman
MSMK 620: Marketing Analytics
Bellevue University
Dr. Cronin-Gilmore

2. Hypothesis
 Perceived value will encourage
consumers to purchase festival
tickets more frequently.

3. Objectives
1. Identifying familiarity with City of Riverdale Events
2. Identifying consumer preferences at special events
3. Gathering consumers’ opinion and experiences from
previous events with the City of Riverdale
4. Consumer purchase behavior
5. Determining demographic Information to identify how
responses correlate with age, income and etc.

4. Identifying familiarity with
City of Riverdale Events
 Most respondents have attended a City of Riverdale food or
music festival in the past 5 years
 (yes = 60%, no = 40%)

5. Identifying familiarity with
City of Riverdale Events
 Word of mouth was the most popular method of how
consumers were informed about events (70%)

6. Identifying Consumer
Preferences at Special Events
 Most respondents prefer purchasing tickets in advance
 (yes = 55%, no = 45%)

7. Identifying Consumer
Preferences at Special Events
 Consumers typically attend events with 3-4 people (55%)
 Having a chair available in the amphitheater would add
value to ticket purchases (yes = 85%, no = 15%)

8. Identifying Consumer
Preferences at Special Events
 Given the choice, consumers would arrive to the festival during the small acts
(45%)
 Other options: as the show opened 40% and during the headliner’s set (15%)

9. Gathering Consumer’s Opinion
and Previous Experiences
 Respondents had neutral responses to adequate signage,
parking at festivals and convenient entrances

10. Consumer Purchase Behavior
 Using a rating scale to pinpoint features of
festivals in order of importance, respondents
chose the following order:
 Entertainment (63%)
 Value for money (58%)
 Speed of service (53%)
 Location (47%)
 Length of event (42%)

11. Consumer Purchase Behavior
 56% of respondents received excellent (5 star
rating) at the gate

12. Consumer Purchase Behavior
 67% of respondents were satisfied with the amount
of vendor offerings at the festival

13. Consumer Purchase Behavior
 Most respondents typically frequent between 0-5
(45%) and 6-10 (40%) vendors at a festival

14. Consumer Purchase Behavior
 80% of respondents chose food samples as the
added incentive to encourage ticket purchase

15. Consumer Purchase Behavior
 Respondents are most likely to
purchase festival tickets in advance
 Respondents also prefer to purchase
festival tickets online or in-person

16. Demographic Information
 Age: 40% of respondents are in the 25-34 age range
 Family size: 53% of respondents have a family size
of 1-2 members
 Income: the median income range is 55,000 -
64,999
 Live entertainment expenses monthly: 50% of
respondents spend $1 - $50

17. Summary
 The data collected from the survey leads to the
conclusion that perceived value will increase ticket
purchases. Respondents had positive responses to
incentives such as free samples, t-shirts and etc. The
overall festival experience including seating, vendor
offerings, entertainment and more contribute to the
perceived value of festival ticket purchases.