Academic journal article
By Zhang, James J.; Ocker, Liette B.; Williamson, Debbie P.; Pham, Uyen L.; Killion, Lorraine E.; Lee, Jay T.; Lam, Eddie T. C.; Wall, Kenneth A.
Research Quarterly for Exercise and Sport , Vol. 72, No. 1
James J. Zhang, Liette B. Ocker, Debbie P. Williamson, Uyen L. Pham, Lorraine E. Killion, and Jay T. Lee, University of Houston, Eddie T. C. Lam, Cleveland State University, and Kenneth A. Wall, Springfield College
Previously researchers have indicated that there are a growing number of sporting events competing for the entertainment dollar of the American consumer. In order to maintain the business advantage of university football games, it is necessary to analyze the game market environment before formulating an effective marketing plan. The purpose of this study was to identify market supporters and competitors for university football season tickets through studying the relationship of the game consumption level between university football and other sporting event options. Season ticket holders (N = 473) of a major division I-A university football team responded to a survey during an off-season. The survey form was designed to measure the following four variables: (a) university football game consumption level with five items (number of season ticket(s) owned in the family, number of games attended in the previous year, number of games intended to attend in the following season, number of seasons having attended, and number of years having owned a season ticket), (b) whether having owned a season ticket of seven sporting events in the past five years (the university men's basketball, the university women's basketball, the university baseball, the university's other sports, NBA, WNBA, and NFL), (c) whether having attended game(s) in these sporting events if not owning a season ticket, and (d) sociodemographic variables. …