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The number of cultural institutions has increased in recent years. The range of cultural events offered is so varied that cultural institutions often have problems to choose the most suitable marketing techniques in order to successfully compete in the saturated market and attract new customers. Since 2013 in Latvia three new concert halls have been built and a number of cultural centers have been renovated, therefore it is necessary to seek for new ways to act on the consumer and acquire that part of the public that have not attended cultural institutions or do it very rarely. The aim of the research is to explore possibilities on how to manage consumer behavior- influencing factors when choosing cultural event offers. The following primary research methods are used: the monographic or descriptive research method, the Statistical Package for the Social Sciences (SPSS) processing method, the deductive method, evaluation and analysis of surveys, graphical analysis and synthesis. The key results are: a survey of consumer behavior - influencing factors of cultural event attendance by generations in the Embassy of Latgale “GORS”. Consumer behavior influencing factors by generations in the Embassy of Latgale “GORS” needs to be realized in order to attract new customers.

CONSUMER BEHAVIOUR MANAGEMENT FEASIBILITY STUDY IN THE CULTURAL AND CREATIVE INDUSTRY: THE CASE OF ‘THE EMBASSY OF LATGALE “GORS”’