Museum Attendance in Russian City: Leisure Activity as a Predictor Iuliia Papushina, Lecturer in Consumer Behavior, National Research University Higher School of Economics, Maxim Ananyev, New Economic School, 2 nd year M.A. in Economics, 1 Consumption Research Network Interim Meeting 2012 “ Consumption Theories and Consumer Research in Dialogue ”, Technical University, Berlin, 5-8 September 2012

Research Question Governments of cities embrace dual approach in managing museums What are the most efficient ways to attract visitors? What marketing strategies are most likely to succeed in bringing people to a museum? Who are those people who are likely to visit museums? What are difference between visitors and non-visitors of the museums? 2

Why is Leisure Activity? Postsoviet social stratification is still too young. Stratification based approach is too hard for adopting for local particularities of consumer behavior and stratification. Leisure activity is a derivative of different sorts of phenomenon which allows identifying the differences between groups not only between classes but inside the same social class. 3

Research Setting – Perm Population is about 1 mln, S=780 sq.km along the river Kama Military and energy industries, engineering, oil extraction and production Art museums Ethnographical museum with branches Official number of museum visiting is 581 thousand of people in

The data comes from The survey of 500 residents; Multistage random sample; The selection in households is according to the quotas. 5

Socio-demographic Profile Gender Male46% (229) Female54% (271) Total100% (500) Education Secondary school6% Higher school30% Secondary vocational education31% Unfinished university course4% Finished university course24% Total100% (500) 6

Data Analysis Step 1. The principal components method Step 2. The estimation of the regression 7

Museum Visitors Living Life to the Full (regression coefficient – 0,129, normalized value – 0.182, significance – 0,01) Visiting theaters, cinemas, concerts, clubs (,674); Going to cafes, bars, restraints (,643); Spending time with friends, kith (,583); Spending time on the PC (,567); Practicing sport and active leisure (,561); Being at a party, giving a party (,518) Trainees ( regression coefficient – 0,105, normalized value – 0.149, significance – 0,05 ) Educating, advancing in skill (,778); Self-educating (,742) Home-keeping Hearts (regression coefficient – , normalized value – 0.121, significance – 0.05) Knitting, tambourine, needling (,672) 8

Regression coefficients for groups visiting museums more than once per year and normalized values (given in brackets), *** - significance 0,01, ** - significance 0,05, * - significance 0,1 Indicator“Living life to the full” “Trainees”“Home-keeping hearts” Age-8,134*** (-0.466)-2,285***( )3,954*** (0.227) Higher education0,084*** (0.183)0,122*** (0.268)0,041* (0.089) To be unmarried0,119*** (0,279) Insignificant Income0,205*** (0.213) Insignificant FemaleInsignificant 0,232*** (0.466) Parent’s frequency of museum visiting 0,041***(0,149)0,214*** (0,778)-0,033*** (-0.119) Usage of the Internet0,222*** (0,445)0,124*** (0,248)-0,0440**(-,088) 9

Museum Non Visitors Church-going and strictly observant Listening to the radio (,784) Visiting church (,634) Lying around on the sofa all day Having rest home, lying around the sofa, sleeping (,673) Vegetable grower Walking (-,715) ; Making a car repair (,545) ; Going to dacha, working in a vegetable garden (,516) Philistines Watching TV (,690) Spending time with family, with children, grandchildren (,561) Amateurs Practicing some kind of art (,813); Practicing hobby (,514) 10

Conclusion Leisure Activity can predict only the fact of visiting museum more than once per year; The results are consistent with conclusions of Western sociologists; Family socialization is a significant factor; Still lack of knowledge about higher income groups and people younger than