||Children theatre is a type of drama exclusively for children. The main audience of children theatre is family members, and this is the major difference between the audience of children theatre and the audience of other performing arts. It is necessary to understand the attributes of children theatres’ audiences for marketing purposes. Therefore, understanding the life style of audiences can suggest marketing segmentation and develop marketing strategies. This study used the AIO life style model including activities, interests, opinions and demographic variables to explore the demographic characteristic and the life style of family audiences participating children theatre in Kaohsiung City. The purpose of the study is expected as a reference of marketing for children theatre troupes and organizations holding family activities, which face challenges of low birth rate and changes of environment in Kaohsiung.|
A survey research is chosen as methodology for this study. The target population is the family with 3-year-old to 12-year-old children and living in Kaohsiung. The survey is conducted and uses “The Life Style Questionnaire of Family Audience Participating Children Theatre in Kaohsiung City,” which developed by the researcher. Descriptive statistics, factor analysis, cluster analysis, Chi-square test and one-way ANOVA are utilized to analyze data by using SPSS12.0. According to the statistical analysis, the conclusions obtained from the study are as follows:
Fifty-five percent family audiences in Kaohsiung are “Light users” who attended children theatre less than twice a year, and approximately 30% family audiences are “Non-users.” The majority of respondent parents were female with a ratio of men to women 2:8, age 35-44, college-educated and higher, mostly major in business management and secondarily in education or psychology, many of the employment as civil servants, military personnel, teachers and homemakers, almost married, and nationality is Taiwan. The monthly family income mostly is between NT 25,000 and 65,000 dollars. There are 2 children in over 50% families and one child family is 30%. The age of children is 7-10. The majority families live in northern and southern Kaohsiung districts. That is to say former Kaohsiung City before Kaohsiung City merged with Kaohsiung County.
The life style of family audiences participating children theatre in Kaohsiung can be classified into 10 common factors : “loving arts,” “fashion-interested,” “enjoy family activities,” “deliberate planning,” “loving technology,” “healthy communities,” “happy and stable,” “confident and independent,” “convenient and efficient” and “enjoy reading and knowledge.” They can be further divided into 5 life style clusters. The 5 life style clusters are listed: “Pragmatic Hedonist,” “Plain Life-ist,” “Energetic Fashion-ist,” “Art Homebody” and “Spontaneous Indoorsman.” According to the frequency of participating children theatre, the Art Homebody and the Energetic Fashion-ist are core audiences, the Pragmatic Hedonist and the Plain Life-ist are regular audiences, and the type of Spontaneous Indoorsman belongs to potential audiences.
There are significant differences in 7 demographic variables between the family audiences with distinct frequency of participating children theatre, such as gender, level of education, number of children, age of the eldest to the third child among siblings, monthly family income, nationality of parents and living areas. There are significant differences in life style between the family audiences with distinct frequency of participating children theatres. There are significant differences in 4 demographic variables between the family audiences with distinct life style, such as level of education, age of the eldest and the second child among siblings, occupation and monthly family income. Finally, the researcher provides suggestions to arts marketing divided by each life style cluster and also for future researches.