A study of the consumer behavior as the key to expanding the museum audience

This article deals with the analysis of various factors that impact the consumer behavior of museum visitors with an aim to build an effective marketing strategy that will help to expand the museum audience. The author proposes to divide them into two main categories: socio-demographic factors and factors of value orientations that form personal motives. The survey using questionnaire method was conducted in order to identify the importance of each category in the decision-making process. It showed the connection between frequency of the museum visits and family history of going to museums, as well as the fact that visitors are coming to the museum in order to satisfy some of their personal motives. Thus, the importance of value orientations that form personal motives was identified and its consideration when building a viable marketing strategy for museums was proposed.