Supporters and competitors of season ticket consumption of university football games
|
 |
|
Post a Comment
|
|
|
|
|
CONTRIBUTORS:
|
|
|
CONFERENCE NAME:
|
|
|
CONF. LOCATION:
|
None
|
|
CONFERENCE YEAR:
|
2001
|
|
PUB TYPE:
|
Conference Presentation
|
|
SUBJECT(S):
|
Season Ticket, University Football, Spectators
|
|
DISCIPLINE:
|
No discipline assigned
|
|
HTTP:
|
|
|
LANGUAGE:
|
English
|
|
PUB ID:
|
103-368-186
(Last edited on
2002/03/28 20:59:22 US/Mountain)
|
|
SPONSOR(S):
|
|
|
ABSTRACT:
Previously researchers have indicated that there are a growing number of sporting events competing for the entertainment dollar of the American consumer. In order to maintain the business advantage of university football games, it is necessary to analyze the game market environment before formulating an effective marketing plan. The purpose of this study was to identify market supporters and competitors for university football season tickets through studying the relationship of the game consumption level between university football and other sporting event options. Season ticket holders (N=473) of a major division I-A university football team responded to a survey during an off-season. The survey form was designed to measure the following four variables: (a) university football game consumption level with five items (number of season ticket(s) owned in the family, number of games attended in the previous year, number of games intended to attend in the following season, number of seasons having attended, and number of years having owned a season ticket), (b) whether having owned a season ticket of seven sporting events in the past five years (the university men’s basketball, the university women’s basketball, the university baseball, the university’s other sports, NBA, WNBA, and NFL), (c) whether having attended game(s) in these sporting events if not owning a season ticket, and (d) sociodemographic variables. Point biserial correlation and regression analyses revealed that owning the university men’s basketball, WNBA, and NFL season tickets were positively (p < .05) predictive of the university football game consumption, indicating that joint promotional procedures may be formulated with these three sporting events to encourage season ticket consumption cross-over. Owning the university men’s basketball, the university’s other sport(s), and NBA season tickets were negatively (p < .05) related to the university football game consumption, indicating that competitive marketing procedures should be formulated to compete for the heavy consumers. However, when not owning a season ticket, having attended the university men’s basketball games, the university women’s basketball games, the university baseball games, and the university other sport events were all positively (p < .05) related to the university football game consumption, indicating that it would be effective to promote university football season tickets to the light consumers of other university sporting events. These relationships were further differentiated with respect to the sociodemographic variables. Discussions are extended in the context of marketing mix, i.e., product, price, place, and promotion.
|
|
|
|
STATISTICS
|
|
Click on # to view
|
|
Citations
|
|
0
|
|
References
|
|
0
|
|
Comments
|
|
0
|
|
Quality
|
|
1/6.00
|
|
Interest
|
|
1/6.00
|
|
View(er)s
|
|
6/271
|
|
|
|
|
|
|
| Prev |
Next |
|