Profitability and Marketing Double Jeopardy in Japanese Orchestras

2015 Fiscal Year Final Research Report

• Project/Area Number: 25870890
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce; Sports science
• Research Institution: Kyoto Gakuen University
• Principal Investigator: WAKUTA Ryuji 京都学園大学, 経済経営学部, 准教授 (70433505)
• Project Period (FY): 2013-04-01 – 2016-03-31
• Keywords: Double Jeopardy / ディリクレモデル / 鑑賞頻度 / 顧客維持率 / オーケストラ / サービス / マーケティング / 消費者行動

Outline of Final Research Achievements

The purpose of this study is to reveal each customer retention rate which improves profitability in professional orchestras. This study tests the following two hypotheses. The first hypothesis is that the estimated values, by the NBD (Negative Binomial Distribution) Dirichlet Model, of attendance frequency and market penetration in Japanese professional orchestras as well as in credit cards will be similar to the actual values. The second hypothesis is that the profitability of the orchestra which achieves higher frequency of attendance in spite of lower market penetration will be higher. As a result, we found that the first hypothesis was supported but the second one was not supported. These results mean that the marketers of the orchestras should consider frequency of attendance as the value influenced by market penetration and should not consider improving frequency as the only factor of high profitability.

Free Research Field

消費者行動論、マーケティング、スポーツマーケティング、アートマーケティング