Selling cultural organizations – a case study on client’s perception of the cultural activity of the Calea Victoriei Foundation
Selling cultural organizations – a case study on client’s perception of the cultural activity of the Calea Victoriei Foundation

Summary/Abstract: The purpose of this study was to capture the opinion of the clients on the cultural activity of Calea Victoriei Foundation (CVF) based on the application of a questionnaire whose results reflected the Foundation's image in the perception of respondents and the relevance and success of its promotion, translated into sales. Thus, the data gathered with the questionnaire was analyzed and the results were systematized through suggestive tables. Also, a linear regression model was used to test the hypotheses. The regression analysis was performed using the IBM SPSS 20 software. The research results indicated important influences between age, income, number of cultural events attended by clients, and the number of courses actually sold within the cultural organization on which the study was conducted. The beneficiaries of the study may be decision makers from cultural organizations, who will understand that in their work, in order to increase the attractiveness and promotion of their offer, it is necessary to collaborate in cultural programs with other local organizations.

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