Seniorzy na rynku usług kulturalnych na przykładzie kin studyjnych
Seniors on the cultural services market on the example of studio cinemas

Summary/Abstract: The purpose of this paper is to present the specific behaviors of seniors (understood as the age group 50+) on the market, particularly in relation to consumption of cultural services. Senior citizens represent a growing proportion of society, both in Poland and other countries. Their life situation and active attitude towards life translate directly into their expectations for products and services. Companies today are starting to appreciate the potential of this market and adapt their offer to it and the way of marketing communications. These challenges also affect the studio cinemas in Poland. Therefore, it is necessary to identify the needs and expectations of seniors in leisure activities. The empirical basis of the paper is the research on the behavior of seniors −the audience of studio cinemas in Poland.

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