ABSTRACT
Target Marketing Strategy based on Market Segmentation of Spectators at Professional Baseball games
Jang, Hyun-Chul
Department of Physical Education
Graduate School Kyonggi University
In Korea professional baseball teams are in a situation that they need to develop a more varied marketing strategy to keep the existing numbers of spectators and to secure new spectators. In order to be successful in long term, rather than short term, making strategy, it is essential to collect systematically and continuously information concerning spectators. To this purpose, market segmentation strategy, using psychographic characteristics, is recommended to be adopted, which will enable those in charge of marketing strategy to discover the psychological traits of the spectators, such as their activities, interests, attitudes and personalities. Thus, it will provide high quality information about spectators for professional baseball, and provide opportunities to enjoy high level services through conducting target marketing strategies which are reflected in the results of these market strategies.
Therefore, the purpose of this study is to provide those in charge of the marketing strategies, through setting the hypothetical model based on preceding studies, determining the characteristics of the segmented market and selecting the target market through market segmentation.
More specifically, in order to explore the target market for effective marketing strategies, I examined the possibility of the segmented groups based on the psychographic characteristics, if any, of each segmented spectator group, and investigate the relationships between the factors which impeded the spectators (hereafter spectator impeding factors) from going to a game and those which encourage them (hereafter spectator encouraging factors) to attend a game, that is, marketing strategy variables.
The sample of 500 persons (474 persons actually analyzed) by simple random sampling, among the sample group who watch games in Seoul (Chamshil Stadium), among the population who have been to the baseball game one or more times up to this tear(1999).
The questionnaire used in this study was comprised of a total of 88 questions; for example 6 questions regarding demographic characteristics of the subjects, 10 items referring to their spectating behavior, 15 items as to their spectator impeding factors, 14 items concerning spectator encouraging factors, 43 questions concerning the psychographic traits thereof, etc.
The reliability and validity of the questionnaire in this study was proved by the results of Cronbach Alpha and factor analysis.
As a statistic method, I used factor analysis, cluster analysis, frequencies analysis, crosstabulation, correlation analysis, ANOVA, etc, with the SPSS(PC ver8.0 for Windows).
The results based on the method and process of the study above, were summarized as follows:
First, professional baseball spectators were divided into 4 groups according to their psychographic traits, such as the passive spectating group, interim-spectating group, game preference spectating group, and fanatic spectating group.
Second, each segmented groups were proved to have significant differences in variables as follows; in their method of buying tickets, the average amount spent in the stadium, the kind of preferable sports which they would go to watch in the stadium, the kind of preferable sports which they would watch on TV, how many times they would go to the stadium a year, and the kind of seats preferred.
Third, each segmented groups were considered to have no meaningful differences in variables such as whom they go to the stadium with, arrival time a the stadium, the kind of vehicle used to get to the stadium, on what they would spend the money in the stadium.
Fourth, in each segmented group were seen significant differences in variables of gender and marital status, of demographic variables, but there was no significant difference among groups in variables of job position, age, place of residence, hometown, etc.
Fifth, 5 factors, with regards spectator impeding factors, were found as follows; traffic inconvenience, no favorite team/player, poor viewing position, opportune cost and TV spectating preference, within each segmented group were displayed meaningful differences in items of no favorite team/player and poor viewing position.
Sixth, 4 factors, with respect to spectator encouraging factors, were discovered; low cost, cheering on the favored team/player, free gift and special event, making use of spare time, and dating, Among each segmented group were revealed significant differences in all four items.
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