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General Market Demand Variables Associated with Professional Sport Consumption

James J. Zhang (Department of Exercise and Sport Sciences, University of Florida, USA)
Eddie T. C. Lam (Dept of Health, Physical Education, Recreation and Dance, Cleveland State University, USA)
Daniel P. Connaughton (Dept of Exercise and Sport Sciences, University of Florida, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 March 2003

740

Abstract

The purpose of this study was to examine the relationship between general market demands and consumption levels of professional sport consumers. This study was accomplished through: (a) validating the theoretical constructs of general market demand variables by conducting a confirmatory factor analysis, (b) examining the predictability of general market demand factors to consumption levels of live and televised sporting events, and (c) investigating the relationships between sociodemographic and general market demand factors. Five hundred and twenty-five residents of a major southern US city were interviewed using a questionnaire that included eight sociodemographic variables, 12 market demand variables under three factors (Game Attractiveness, Economic Consideration, and Marketing Promotion), and 10 professional sporting event consumption variables. The factor structure of the general market demand variables was confirmed. Regression analyses revealed that market demand factors were positively (p < .05) predictive of professional sport consumption. Sociodemographic variables were significantly (p < .05) related to the market demand factors. The findings imply that professional sport teams should highlight the market demand variables and adopt differential marketing procedures for various sociodemographic segments in their marketing practice.

Keywords

Citation

Zhang, J.J., Lam, E.T.C. and Connaughton, D.P. (2003), "General Market Demand Variables Associated with Professional Sport Consumption", International Journal of Sports Marketing and Sponsorship, Vol. 5 No. 1, pp. 24-46. https://doi.org/10.1108/IJSMS-05-01-2003-B003

Publisher

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Emerald Group Publishing Limited

Copyright © 2003 by Winthrop Publications Limited

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