프로스포츠 소비자 Market 세분화 연구 = A Study on Market Segmentation of Professional Sports Consumer

다국어 초록 (Multilingual Abstract)

This study was to investigate the favorite team sports by the metropolitan residents for identifying market segmentation of professional sports consumer. The sample population for this study was randomly drawn from general public in the Minneapolis metropolitan area in the U.S.A, which had three professional sports teams in baseball, football, and basketball. Responses obtained were 421 out of 850, representing an overall response rate of 49.5%. The result of this study was analysed according to four demographic variables: gender (male or female), age (forty years of age or under forty or over forty years of age), residence (urban or suburban), and income (upper, middle, or lower class). The Statistical Package for the Social Sciences (SPSS) was used for data analysis. To examine the relationships between favorite team sports and demographic characteristics, Chi-square test at .05 level of significance was performed.
As to favorite professional team sports among the metropolitan residents, this study identified baseball first, football second, and basketball third. Particularly, baseball was favored by a majority of females, the age group over forty, urban residents, and middle class. Although not majority, baseball was also the first choice of the other demographic segments, that is males, the age group forty and under forty, suburban residents, and upper and lower class. Football was the second choice of all nine demographic segments. while not significantly different, it should be noted that football was far less a second place favorite for females and urbanities than any other demographic segments. Basketball, although third in population, was favored statistically significantly more by the younger age group.
Finally, the professional sports organizations in the metropolitan area need to be aware their consumer can be segmented according to demographic characteristics. The revenues are limited if their marketing strategy focuses on the sports fans only. Therefore, the professional sports organizations need to direct their marketing strategy to the entire population and need to find more various target markets, such as suburban residents and younger age group, etc.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 스포츠 소비자 Market 세분화의 필요성
• Ⅲ. 연구방법
• Ⅳ. 연구결과 및 분석
• Ⅴ. 결론
• 참고문헌