Pan and Baker (1999) Mapping of intercollegiate sports relative to selected attributes as determined by a product differentiation strategy

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Mapping of intercollegiate sports relative to selected attributes as determined by a product differentiation strategy

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CONTRIBUTORS:

	Author:	Pan, D. W.
	Author:	Baker, J. A. W. (Southern Illinois University Edwardsville)

JOURNAL:

Journal of Sport Behavior (JSB), 22(1), 69 - 82.

YEAR:

1999

PUB TYPE:

Journal Article

SUBJECT(S):

Sport; university; marketing; factor-analysis; sex-factor; perception

DISCIPLINE:

No discipline assigned

HTTP:

https://secure.sportquest.com/su.cfm?articleno=S-23305&title=S-23305

LANGUAGE:

English

PUB ID:

103-343-630 (Last edited on 2003/01/24 11:53:50 US/Mountain)

SPONSOR(S):

ABSTRACT:
This study used a product differentiation strategy to identify the unique attributes inherent in selected intercollegiate sports and their positions relative to the underlying factors of those attributes as perceived by university students. Data were factor analyzed to uncover the subjects' assumptions; gender differences were subsequently found; and a multidimensional scaling technique was used to derive perceptual maps for each gender group showing the position of each sport relative to the uncovered factors. The implications of findings for linking specific promotional strategies of the certain sports to the needs of college sports consumers were also discussed.

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