Academic journal article Research Quarterly for Exercise and Sport

Profile of NBA Full Season Ticket Holders: Sociodemographics, Ticket Ownership, Games Consumption, and Major Factors Affecting Individual Game Attendance. (Sport Management/Administration)

Academic journal article Research Quarterly for Exercise and Sport

Profile of NBA Full Season Ticket Holders: Sociodemographics, Ticket Ownership, Games Consumption, and Major Factors Affecting Individual Game Attendance. (Sport Management/Administration)

Article excerpt

Full season ticket holders are among the highest ticket consumers of NBA games. Previous research findings derived from studies focusing on individual game, attendance lack relevance to full season ticket holders because season ticket holders have already taken many of the marketing variables into consideration before the ticket is purchased. Understanding the characteristics of full season ticket holders would assist sport marketers in formulating effective marketing strategies to attract new season ticket holders and retain existing ones. The purpose of this study was to examine the characteristic profile of NBA full season ticket holders in terms of their sociodemographics, ticket ownership, game consumption, and major factors that affect the decision making of game attendance. Research participants were full season ticket holders of an NBA team (N = 924). Based on a review of literature, interviewing the team senior administrators, and test of content validity by a panel of five experts in sport marketing , a questionnaire was designed to measure the intended variables as stated in the research purpose. The survey packet was mailed during the off season. Statistical analyses revealed that 80% of season ticket holders were between 25 and 54 years old, over 75% were men, over 60% had $75,000 or greater annual income, 85% were Caucasians, and over 50% had an occupation in management, professional, technical, or sales. …

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