A modern day choice that affects many residents of Chicago is where they will spend their evening. There are various stimuli that persuade people to make the decision to go out. Many of these people choose to attend an evening venue on the weekend that, in addition to other things, provides alcoholic beverages, music, and a dance floor. These locales are called clubs, and they and their consumers are the focus of this survey.
             The study that has been conducted is regarding the entertainment industry and research will seek to answer many questions regarding what are primary and secondary influences for people over the age of twenty-one to go to clubs in the Chicago-land area. It is advantageous for those operating these facilities to have an understanding of what attracts their patrons because the club business is cyclical, and the life span of a particular club can be very short lived and it is essential to recognize what is profitable in order to exploit opportunities immediately to increase profits. It will be suggested from the pilot study that the main contributor to club attendance is positive word of mouth. Furthermore, main components of word of mouth are components of a club's service and employees.
             The decision of which club or clubs to go to in an evening involves many choices prior to entrance and once inside the club. Some of the choices made prior to entrance are attire, geographic location, reason for going out, dollar amount a club attendee is willing to spend, and popularity of clubs considered. Once the club has been selected and attended, the club attendee chooses what beverage to drink, to whom to talk, and, if in a large club, what section to stay in and, if there are multiple offerings, what type of music to listen to within the club. The study will be an analysis of the various behaviors and decisions consumers make surrounding an evening at a club and, specifically, the process of choosing a club...