Segmentation of the spectators attending a festival based on musical preferences

Abstract

The purpose of this paper is the segmentation of the spectators attending a music festival in the city of Córdoba, Spain, according to their musical preferences. In order to achieve this objective, the methodology used in the research consisted of the application of a group of multivariable techniques and in the realisation of a post hoc singlevariate ANOVA analysis. The principal conclusion resulting from this research is that there are different musical preferences with respect to the spectators at a music festival. The main practical application of this research focusses on knowing the principal factors that determine musical preferences of the persons attending the festival. The principal originality factor and innovation is analysing how the spectators of a music festival that has been held for many years attend with different motivations with respect to their musical preferences.