Market segmentation in the K-League: an analysis of spectators of the Korean Professional Soccer League

Sangho Kim (Department of Sport Management in School of Business, Kyungdong University (217-600) Kangwon-do Sokcho-si Sokcho PO Box 57-ho, South Korea)
Euidong Yoo (Research Fellow, Department of Policy Development, Korea Institute of Sport Science)
Paul M. Pedersen (Associate Professor, Sport Communication & Sport Marketing, Indiana University, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 January 2007

Abstract

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.

Keywords

Citation

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-B005

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2007 by Winthrop Publications Limited

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