The paper presents the case of a Dutch theatre facing the problem of revising the range of seat categories, and of setting the ticket prices on the basis of sales records and of consumer demand. Demand was analysed through interviews aiming at finding out consumer perceptions of seats characteristics. "Visibility", "acoustics", "sitting comfort" and "surrounding space" were identified as the main attributes. Their j.n.d.'s were analysed according to Weber-Fechner law. As a result of the study, the number of seat categories was reduced from 9 to 3, and prices were rearranged according to research results and company policy.