Dance School Choice: Exploring the Relative Importance of 7P Marketing Mix Elements Across Segments

Abstract

The aim of the study is to determine the relative importance of criteria within each element of the 7Ps marketing mix – Product, Price, Place, Promotion, Physical Evidence, People, and Process – in consumers’ decision-making when selecting a dance school. The research was conducted in Varna, Bulgaria, using an online survey distributed via LimeSurvey. A total of 217 individuals participated in the study. The sample consists of a heterogeneous group of respondents in terms of gender, age, and prior experience in dance. Descriptive statistics were applied to examine the general tendencies and segment differences across the 7Ps. The findings reveal differences across age, gender, and prior dance experience, from the overall general tendency regarding the most and the least important factors within each element of the marketing mix. The study contributes to the limited literature on performing arts and dance marketing by exploring the relative importance of the elements and providing practical insights for dance schools to identify specific competitive advantages relevant to specific consumer segments.