Module code : MK187
Module title : Marketing principle
Assessment title: Report
Assignment title: What attracts students to Brighton Nightlife?
Tutor name :
Student number: 11848197
Date of submission: 15/11/2012
Word count: 845

Content Introduction……………………………………………………………………………….. Aims and Objectives…………………………………………………………………… Methodology……………………………………………………………………………… Presentation of Results………………………………………………………………. Conclusions………………………………………………………………………………… Recommendations…………………………………………………………………….. References………………………………………………………………………………… Appendices………………………………………………………………………………..

Research question : What attracts student to Brighton nightlife ? 1. Introduction

Brighton is a city located in the east south of England by the Celtic sea. Over 8 million people visit every year .Brighton has raougly 21 thousends students at two huge universities ,Brighton university and Sussex university. There might be many aspects which attract students to Brighton such as the location and the beach however the experience of Brighton unique nightlife is probably what attracts students most to Brighton .42 bars and 12 clubs in Brighton seafront get crowded by thousands of people "many of them are students" every weekend. This report is going to suggest some of the reasons that attract student to Brighton nightlifewhich were found on a primary reseach "survey''.

2. Aims and Objectives

The purpose of this report is to find out what attracts young students to Brighton nightlife and to make an initial proposal that Brighton nightlife pursue opportunities on attracting more students in young age between “18-23”.

3. Methodology To complete this analysis, a survey was established to students in Brighton using Kwiksuevey.com website. The method of sampling used is stratified random as the questionnaire was asked to students in Brighton only as well as some demographic questions were asked to specify the respondens's gender, age and social status .
One pilot test was conducted to fix some of not understandable questions in the survey which resulted in editing one question and deleting another one . 4. Presentation of Results

The first key finding is how often student attend nightlife activates.

According to the survey, 43.4% of students go out ''clubs, bar'' once a week. Whereas only 5.66 % go out every night and 16% don't attend any of Brighton nightlife activates.

As the pie charts above show 33.3% of male students go out once a week and 33.3% go out twice a week. Whereas 60% of female students go out once a week and 10% go out twice a week .Moreover, the percentage of students who don't go out is 21% for males and 10% for females which illustrate that female students attend Brighton nightlife activates more than male students.

The bar charts above represent how often do students aged 18-23 and 24-28 go out in Brighton. Students aged 24-28 at least go out once a week whereas 81% of students aged 18-23 go out at least once a week. However, students between the age 18 and 13 tend to go out more as 11% go out few times a week and 6% of them go out every night .

Students prefer to listen to house music while going out in Brighton as 24 students out of 53 students representing 45.2% choose it to be the type of music they enjoy listening to while attending Brighton nightlife . Hip-hop comes in the second place since 16 out of 53 students representing 30.2% picked it. Whereas 22.6% of students prefer to listen to other type of music.

These two pie charts above shows that live entertainment and student nights are highly preferred by students in Brighton.

These bar charts represent the difference of crowd size preference in the two common age groups of students. Students aged