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Understanding women's collegiate volleyball spectators from the perspectives of sociodemographics, market demand and consumption level

Ryan K Zapalac (Department of Health and Kinesiology, Sam Houston State University, Box 2176, Huntsville, Texas 77341, USA)
James J Zhang (University of Florida)
Dale G Pease (University of Houston)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2010

325

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

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Emerald Group Publishing Limited

Copyright © 2010 by Winthrop Publications Limited

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