Consumer Behaviors of Women’s Basketball at the Collegiate Level
Abstract
The purpose of this study is to investigate why majority of collegiate women’s basketball games have low attendance. Also, this study plans to help marketers examine consumer behavior based on marketing strategies and determine which tactics bring larger attendance to collegiate women’s basketball games. Most important things in this study is to identify the key motives contribute to spectator attendance at non-revenue intercollegiate sports. In addition, this research examined the relationship between attendance motivational factors and attendance level as season ticket purchasing. Lastly, this research investigated the differential effects of sociodemographic variables on the attendance motives. Subjects for this study came from 100 convenient sampling. The results exhibited that spectators’ attendance was mostly influenced by social related motives (i.e., friends and family) rated higher than the motives pertaining to environment factors (i.e., opponents, win records, and giveaways). Females rated each of the motives higher than males but the means show that there was not a significant difference between scores.