2022, Vol. 7, No. 4. - go to content...

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DOI: 10.15862/14TLKL422 (https://doi.org/10.15862/14TLKL422)

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Kostyleva V.V., Karaseva A.I., Burtsev A.I., Sulaimanova D.I. A study of consumer preferences in professional dance shoes. Journal of Clothing Science. 2022; 7(4). Available at: https://kostumologiya.ru/PDF/14TLKL422.pdf (in Russian). DOI: 10.15862/14TLKL422

A study of consumer preferences in professional dance shoes

Kostyleva Valentina Vladimirovna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: kostyleva.vv@mail.ru
RSCI: https://www.elibrary.ru/author_profile.asp?id=353612
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57204425426

Karaseva Alina Igorevna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: karaseva-ai@rguk.ru
RSCI: https://www.elibrary.ru/author_profile.asp?id=1023082
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57474228700

Burtsev Anatoly Ivanovich
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: burtsev.un1co@gmail.com

Sulaimanova Dinara Ismail kyzy
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: dimoscwin@gmail.com
SCOPUS: https://www.scopus.com/authid/detail.uri?authorId=57474364600

Abstract. The article presents the results of a marketing research conducted to identify consumer preferences when choosing shoes for professional dancing. The study is part of an integrated approach to the study of the most important parameters in the design and improvement of special footwear for dancers.

The survey involved artists of various dance groups, including ensembles with a worldwide reputation, such as the State Academic Choreographic Ensemble «Berezka» named after N.S. Nadezhdina, the Academic Song and Dance Ensemble of the National Guard of the Russian Federation, as well as students of specialized dance universities and schools. The respondents also included dancers who had taken part in our earlier anthropometric study.

The selected method of collecting sociological information based on the use of Internet technology was carried out in the form of an interactive questionnaire located on an electronic resource. The method has a number of advantages, including the ability to fill in from a computer or mobile device online, unlimited in time, which is an important factor in obtaining full-fledged objective results among creative youth with a heavy workload in the educational and rehearsal process.

According to the results of the study, the most important properties of shoes for consumers were identified, such as the materials from which various models of «jazz shoes» are made, the correspondence of the internal shape of the shoe to the individual foot, the areas of the shoe design where dancers experience discomfort during operation, as well as the most popular models of «jazz shoes». The data obtained through the survey opens up the prospect of improving the design of «jazz shoes».

Keywords: marketing research; survey; consumer; dance shoes; jazz shoes; design; anthropometry; dancers

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