The impacts on ’Spontaneous Consumer’ have resulted in the trend on Auckland Theatre Company. Impacts such as raising demands in the sales of tickets at the last minute. As inferred from the case study, “on average, 25-30 per cent of a season is booked in advance by subscribes. This may create loss of sales revenue from the particular group of 'Spontaneous Consumers'. However, Auckland Theatre Company may extend their registration dates to cater to this particular group's needs. Extended registration dates such as having two sessions. First session registration dates to be launch earlier in the month, second session registration dates to be launch end of the month to cater to busy consumer who are not able to make it for the first launch dates.
Other impacts such as disputes consumers may derive from ‘the spontaneous consumers.' The inability to purchase a ticket to the play due last minute decision may result in poor customer experiences and thus poor customer retention. As inferred from the case study, “Part of the reason for the success of Auckland Theatre Company lies in the company's ability to recognize and address the safety, social, ego and self-actualization of the consumers. The inability to purchase a ticket to the play due last minute decision may also result in the lack of ego needs toward consumers. In addition to minimize the negative impacts on Auckland Theatre Company. Auckland Theatre Company can accommodate to this particular group of 'spontaneous consumer' by using the power of marketing strategic to enhance attractive promotion such as ' early bird promotion' to attract spontaneous consumers to purchase their tickets in an earlier timings. This may help to increase the impulse of spontaneous consumers and influence their buying decision through marketing strategic and also help generate revenues for their company.
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