This study involved analysis of the consumption behaviours of spectators in the K-League (South Korea). Its dual purpose was to cluster spectators into homogeneous groups on the basis of attitudes towards game attendance, and to define the segments obtained on the basis of the demographic and lifestyle profiles of the spectators. Multiple steps were taken to analyse the data from a survey of 967 spectators. This revealed four distinct groups - promotion-concerned, place-concerned, price-concerned and indifferent.
Kim, S., Yoo, E. and Pedersen, P. (2007), "Market segmentation in the K-League: an analysis of spectators of the Korean Professional Soccer League", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 2, pp. 26-43. https://doi.org/10.1108/IJSMS-08-02-2007-B005Download as .RIS
Emerald Group Publishing Limited
Copyright © 2007 by Winthrop Publications Limited