Entertainment marketing of consumer attitudes and behavior of young research activities

The purpose of the study, is to investigate the behaviors and attitudes of undergraduate students about the courses of actions in spending their leisure time and to determine the significant factors affect their activities. Entertainment marketing approach and its tools are also studied in this framework. A discriptive research was conducted and the data was gathered by survey method. The sample was selected by convenience sampling and the questionnares were distributed and collected by face to face interview. According to the research results, variety seeking orientation, fitness orientation and technology orientation are significant dimensions in determining of courses of actions in spending leisure time. It is also tested the differences of these dimensions by the various demographic variables. The research results show that the young people included by the sample dont take avare of the money in spending their leisure time. The youngs who live with their families are more conscious in variety seeking. Thrilling and aesthetic factors are meaningful drivers of deciding the selection of courses of action for spending leisure time. KeyWords : Entertainment Marketing, SpendingLeisure Time