Eurasian Journal of Biosciences


The Article Relevance. At present, with the social changes growth increasing, the importance of culture, which is increasingly becoming the center of public attention and social interests, is undoubtedly becoming more and more important. People of the modern world who are constantly experiencing stress, fatigue from everyday problems and psychological stress at work are looking for an opportunity to escape and relax. The purpose of the study is to determine the demand for cultural and leisure services among students. Research methods: as a research method, the researchers use the questionnaire method, which allows them most effectively to determine main groups of consumers of cultural and leisure services and whether students are in demand for these services. Research results: the article considers the peculiarities of motives for visiting cultural events by students. The novelty and originality of the research lies in the fact that the sources of consumer information for students are considered for the first time. Authors revealed that sources of consumer information by their nature could be personal, public, and empirical. They show that the most effective source of information about upcoming events is outdoor advertising. It is revealed that when attending a particular cultural event, such opportunities are important for students as expanding their own horizons, gaining new skills and relaxing after working days. Visiting the theater for students is a festive event. Less popular among students are such opportunities as meeting with your favorite actors, performers, and spending time with friends. It is determined that the majority of the student audience does not consider the theater as a communication platform. It was revealed that with age, the desire to attend performances for the sake of aesthetic recreation increases, including the role of visiting new theater productions. Practical significance: the data obtained in this work can be used in social psychology, pedagogy, age psychology, as well as for further theoretical development of this issue.


  • Alekseev AA (1999) methods of segmentation of consumers. Marketing and marketing research in Russia, 1: 30-37.
  • Bugatova N (1998) Some aspects of adaptation of culture establishments to new economic conditions. Leisure. Creation. Culture. Moscow: Mir Rossii.
  • Cherdymova EI (2016) Ecological consciousness and ecological culture in the model of ecological education. Bulletin of the Saratov state technical University, 4: 46-57.
  • Cherdymova EI (2017) Possibilities of Art therapy for the development of emotional intelligence of older people for the purpose of health saving. Bulletin of the Shadrinsk state pedagogical University, 2(34): 68-72.
  • Croft MJ (2001) Market segmentation. Saint Petersburg: Piter.
  • Deyan A (2003) Market research. Saint Petersburg: Neva publishing house.
  • Doyle P (2002) Marketing management and strategies. Saint Petersburg: Piter.
  • Drobinskaya EI, Sokolov EV (1983) Free time and personal development. Leningrad.
  • Eminova SE, Shabanova MM, Kamalova TA (2002) Marketing communications and service promotion management in the consumer market. Makhachkala: IPCDSU.
  • Evans J, Berman B. (1990) Marketing, Moscow: Economics.
  • Golubkov EP (2008) Marketing research; theory, methodology, practice. Moscow: Finpress.
  • Grushin BA (1967) Free time. Actual problems. Moscow: Mysl.
  • Kashchenko EG, Razumova MS (2010) Tools for managing social marketing in the market of theatrical entertainment services. Bulletin of the Orenburg state University, 114: 84-89.
  • Kholodov EG (2000) the Theatre and the audience. Pages of the history of the Russian theater audience. Moscow: State Institute of art studies.
  • Kozyrev AA (2006) Motivation of consumers. St. Petersburg: V.A. Mikhailov publishing house.
  • Mironova NV (2003) Marketing of various Types of services. Marketing in Russia and abroad, 4: 18-26.
  • Nalivayko IV, Cherdymova EI, Cherdymova ZI (2012) strategy of formation of ecological culture in professional training of students for sustainable development of the region. Biological and environmental education of students and schoolchildren in the context of new generation standards, 1: 13-19.
  • Petrovskaya I (1979) Theater and spectator of provincial Russia. Leningrad: Iskusstvo.
  • Popov AD (1979) Creative heritage. Memories and reflections on the theater. Artistic integrity of the performance. Moscow: WTO.
  • Rybakova FF (2009) Cultural and leisure activities in market economy. St. Petersburg: SPb state Institute of culture.
  • Tulchinsky GL, Shekova EL (2009) Management in the sphere of culture. Saint Petersburg: Lan’ publishing hous.
  • Tyapukhin AP (2003) market Segmentation by economic and geographical principle \ Marketing and marketing research in Russia, 3: 16-24.
  • Zakharova S (1995) the crisis of industrialism and the concept of social marketing. Sociological research, 5: 34-38.
  • Zharkov AD (2002) Technology of cultural and leisure activities. Training manual. Moscow: MSUC.
  • Zharkov AD (2007) Theory and technology of cultural and leisure activities: textbook for students, Moscow: MSUCA publishing house.


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.