Understanding women's collegiate volleyball spectators from the perspectives of sociodemographics, market demand and consumption level
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2010
Abstract
There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's volleyball spectators from the perspectives of sociodemographics, market demand and consumption. Spectators (N=265) from seven intercollegiate women's volleyball games at three National Collegiate Athlete Association Division-I universities participated in the study. The findings indicate that there is a need to emphasise the market demand factors when marketing intercollegiate women's volleyball games.
Keywords
Citation
Zapalac, R.K., Zhang, J.J. and Pease, D.G. (2010), "Understanding women's collegiate volleyball spectators from the perspectives of sociodemographics, market demand and consumption level", International Journal of Sports Marketing and Sponsorship, Vol. 11 No. 4, pp. 50-73. https://doi.org/10.1108/IJSMS-11-04-2010-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2010 by Winthrop Publications Limited