General Market Demand Variables Associated with Professional Sport Consumption
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 March 2003
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
:Emerald Group Publishing Limited
Copyright © 2003 by Winthrop Publications Limited