Findings:
Romanians are spontaneous in planning event participation, with many organizing their social calendars at the beginning of the year or mid-year.
Most Romanians discover events through friends, TV, and primarily social media.
Concerts are the most popular events, followed by handmade fairs, theater shows, stand-up comedy, and sports events.
Price is the most important factor in deciding event participation, followed by the artists or personalities present.
Festival participants expect well-designed, instagrammable spaces, diverse and high-quality food options, and convenient transportation and parking.
Key Takeaway: Romanians place high importance on the overall experience and quality of events, including the ambiance, food, and convenience, beyond just the event content itself.
Trend:
Increased spontaneity in event planning.
Heavy reliance on digital and social media for event discovery and promotion.
Strong preference for high-quality, immersive experiences at events.
Target Audience:
The article refers to Romanian consumers aged 18-65.
These individuals are interested in cultural and social events like concerts, theater shows, and fairs.
Consumer Product/Service:
The consumers are participating in cultural and social events such as concerts, fairs, theater shows, and other entertainment or educational gatherings.
Conclusions:
Romanians' event participation is influenced by price, artist line-up, and overall event experience.
Social media plays a crucial role in how events are discovered and promoted.
Expectations for event quality are high, including venue setup, food options, and logistics.
Implications for Brands:
Brands should leverage social media for event promotion.
Focus on creating high-quality, engaging experiences at events.
Consider CSR activities as they can enhance brand image and attract consumers who value social responsibility.
Implications for Society:
The rising interest in cultural and social events can boost local economies and tourism.
Events offer opportunities for community engagement and cultural enrichment.
Social media's role in event promotion highlights the importance of digital literacy and connectivity.
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