The effect of marketing activities through sports team that belong to corporate to consumers' behavior

Heo, twang-il(Dept. of Physical Education The Graduate School Han yang University)

I placed the aim of this study in finding out the influence which a sports team has upon the recognition extent, the preference, and the pre-purchasing rate of consumers, when the sports team is operated as a part of marketing activities by a company; and the interrelations between the image of a sports team and that of its company. For this study, 1 selected 300ma1e and female high school students as an object of investigation and cameo out the questiojnnaire from september 1, 1997 through september 20, 1997.

The assumptions suggested for this study are as follows :

1) The marketing activities through sports will raise consumers' recognition extent for a company and its products

2) The marketing activities through sports will increase pre-purchasing rate toward a company's products.

3) The marketing activities through sports will make higher consumers preference to a company and its products.

4) The marketing activities through sports will elevate not only the image of a company, but also that of its products.

5) The marketing activities through advertisement zapping phenomenon.

sports will decrease T.V.

In order to verify these assumptions, I distributed the questionnaire paper concerning the Nar Rae pro basketball team to the object students of this study, and executed the questionaire, on the basis of the serf-evaluation recording method.

As the statiscal method for this study, I used the frequency analysis, the interrelation analysis, chi-squre analysis through SAS for Windows 6.11.

Generally, the results obtained through this study as followed:

First, The marketing through sports increased consumers' recognition degree toward the relevant company, and more than 50% of all the Questionnaire object students came to aware of the relevant company through the previous recognition toward its sports team. And the relation rate has statiscally similar difference within the range of p<0.001.

Secondly, about 50% of questionnaire object students seemed to be willing to purchase the products of a company which has its own sports team.

Thirdly, as the result of having investigated the assumption that the marketing activities through sports will elevate consumer' preference to a company and its products greatly, because consumer come to like j company as favor its sports team.

As the result having verified whether there is interrelationship between a company and its company and its sports team, It was founded that there was a similar standard within 0.001% of difference.

Fourthly, as the results of having examined the assumption that the marketing activities through sports will raise the image of a company and its products, it was shown that the image of sports scene was adapted directly to the image of a company ( p<0.001). The involved relation rate appeared to be about 70%.

Fithly, as the results of having examined the T.V advertisement avoidance(Zapping) due to the advertising effect of the marketing activities through sports , of it was shown that about 60% of people who like sports avoided watching T.V advertisement the relation standard rate appeared to be 82%. that says, as the more a group of people like sports, the higher they avoid watching T.V advertisement, the advertisement effect through sports can be made more higher.