CONSUMER BEHAVIOR IN THE ART MARKET. FEATURES OF FORMATION AND RESEARCH PROBLEMS
In the article the segmentation of the art market is presented according to various criteria: by mass audience, by periods of creation of works of art, by price categories. The necessity of a typology of the audience in the mass segment is substantiated. The practice of audience typology is considered. It is shown that the different nature of needs for goods and services, on the one hand, and for art objects, on the other, makes it necessary to adapt the classical economic methodology for the analysis of the art market and diagnosis of consumer behavior.