The Marketing Strategies for Increasing Female Consumers in Professional Baseball Games

Jun, Ho Mun; Na, Soon Bok; Ha, Ji Won; Kim Yang Goo; Cho, Woo Jeong

The purpose of this study was to investigate and analyze obstructive factors and preferences which can affect women's participation in professional baseball games, and to recommend the marketing strategies for increasing the female consumers in the games. Furthermore, the significance of this study was that this study was the first try to segment female consumer market of professional baseball game and present marketing strategies in terms of demographic factors.
Survey method was used for this study. Total of 323 subjects were selected randomly form 3 different baseball stadium. The questionnaire consisted of the total number of 50 questions based on 3 main areas; that is, demographic questions (9), obstructive factors (28), and preference (13). Data collected were analyzed using descriptive statistics, ANOVA, Chi-square, and Duncan test.
The results of this study were as follows: First, 10's have more dissatisfaction of baseball arena in terms of obstructive factors, which include complexity, facilities, other spectators, and out of game factors. Second, the most of the subjects wanted to recruit more celebrity, modify fan-service and facilities, and discount ticket price, in order. Third, 10's and 20's preferred more fan-service and family discounting service as they wanted to receive, while 30's preferred services were family discounting and fan-service, in order. Fourth, 10's and 20's preferred especially inviting entertainers, while 30's preferred fan-club supporting event and recreation program Finally, the facilities the most of subjects wanted to modify were seats and toilet in the baseball arena. Especially, 30's wanted to modify the toilet and parking lots, while 10's and 20's seats and toilet.
Based on the practical data relating 117 factors, marketing strategies with 4 Ps (price, product, place, and promotion) were developed for increasing women's participation in the professional baseball game.