Marketing Final paper

Running head: INFLUENCES ON FAMILY ATTENDANCE

Influences on Family Attendance at NFL Games

The University of Kansas

Megan Carroll

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INFLUENCES ON FAMILY ATTENDANCE

Abstract

This paper explores the meaning of market segmentation, target marketing, the

importance of developing fan loyalty, and constraints and consumer motives in relation to the

family demographic. Qualitative data is used in the form of a consumer survey to define the

specific family segmentation and how marketers can improve their fan experience and

attendance at NFL games. Prior research has defined this demographic and sited family as a

motive and segmentation but research is limited when determining how to better improve the

atmosphere and environments at games to make them family appropriate. Targeting families has

been done before by having family zones, promotions targeting kids and ticket packages for

families but the importance of expanding that fan base and creating fan loyalty at a young age by

targeting family and children should not be overlooked. This study hopes to expand the

knowledge on what can be done to improve the family fan experience and generate fan loyalty

through better marketing campaign strategies.

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Influences on Family Attendance at NFL Games

Introduction

When discussing target marketing and marketing segmentation, it is clear that a family

demographic has been acknowledged and that current marketers are using strategies to focus on

this specific grouping. However, the importance of generating a desirable fan experience for

families has not been reviewed in-depth. Steps are being taken to create necessary changes in the

game environment to improve family appropriate viewership but why are parents still wary about

bringing their kids to games? How could sport marketers better improve upon these family

friendly areas and generate return customers and loyal fans? What are the specific needs of

families on an NFL game day and why do they believe that the environment is unsuitable for

children now? And, how can not only marketing but ticketing benefit from this knowledge?

These questions address areas that relevant and recent research lack to define. By broadly

defining the family segmentation, addressing the importance of building a young fan base to

establish fan loyalty and addressing the negative NFL game setting, this will identify the areas of

need further addressed throughout this study.

Current research by Evans, Jamal, & Foxall defines motivations as “the driving force

within individuals that moves them to take a particular action” (2009). The purpose of this study

is to look into family motives when consuming a sporting event (specifically an NFL game) and

understand what is restraining them from attending more games and having a higher quality

experience. The Motivation Scale for Sport Consumption, as defined by Trail & James identifies

family as one of ten motives. In their research study, they pointed out the weakness in sports

research by saying “Despite the prominence of sport, little is known about the motives of

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individuals who are willing to invest financial, emotional, and temporal resources in following

and watching sports” (p. 109).

As a sport marketer, these psychological motives defined by the MSSC are important to

define and be aware of when creating a marketing strategy. It is important to understand the

Motivation Scale of Sport Consumption when discussing the current study because the motives

impact “attendance at sporting events, purchase of merchandise, and other consumptive

behavior” (p. 123). When trying to get a better understanding of family purchase behavior, sport

consumer motives must be taken into account. The family motive is seen in both the Sport Fan

Motivation Scale (Wann, 1995) and the Motivation Scale for Sport Consumption as mentioned

above. (Trail & James, 2001). Understanding these motives can help to build better

communication opportunities between consumers and marketers.

The relevance of constraints on the the family market segmentation should also be

considered before moving forward. Constraints are defined as “factors that negatively influence

attendance” (Trail & Kim, 2010). Constraints that are specific to families include: money, cost

associated with a whole family attending a game, negative family atmosphere, parking and

lifestyle factors like busy schedules. In identifying and recognizing these constraints, this

research can further address what turns family consumers off when attending a game and how

marketers can help to better attain and maintain fans and generate fan loyalty.

By identifying what factors motivate fans to attend games and what constraints

discourage fan attendance, this research hopes to understand how to better target families and

create a fan experience that is worthwhile, cost effective, and enjoyable. In doing so, parents will

continue to support the team and young fans will create positive memories associated with an

NFL organization and the sport of football. What differentiates this study from previous research

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is the emphasis on the family target market and what can be done to improve the NFL game day

experience and generate increased fan loyalty by identifying constraints. By using qualitative

methods of research analysis, a survey will be able to specify what families are looking for in a

game day experience and what currently detracts from repeat purchase behavior.

Literature Review

Motivation Scale for Sport Consumption

When considering the reasons why families do or don’t attend a game it is important to

refer to the Motivation Scale for Sport Consumption developed by Trail & James (2001). The

purpose of the scale was to “measure the motivations behind sport spectator consumption

behavior” (p. 108). One of the motives not only identified in the MSSC but also in the

motivational profiles of sports fans of different sports was family (Wann et al., 2008). The

motivation behind attending a game described family as a way of consuming a sport because it

provides an opportunity to spend time with family members.

Understanding the importance of enjoying a game together as a family cannot be

overlooked when developing stronger marketing techniques. Trail & James describe the MSSC

as “advanc[ing] the study of sport spectators by providing a tool for measuring the psychological

motivations that influence sport consumption…Identifying psychological motives will also allow

researchers to advance our understanding of why people make a commitment (i.e., become loyal)

to a specific sport or team. Sport consumer motives are described by Wann (1995) as

“psychological factors that influence sport consumption” and by identifying these motives,

marketing communications and psychographic segmentation is used to enhance marketing

campaigns. By focusing on the family motive, this study hopes to further develop methods to

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retain family consumers and work to create a family-friendly atmosphere conducive to repeat

purchase behavior.

Market Segmentation

Market segmentation is “the process of dividing the total heterogeneous market for a

product into sub-markets, or groups, each consisting of people who have shared characteristics,

based on common needs or desired benefits” (Rohm, Milne & McDonald, 2006). There are four

bases of segmentation as defined by Mullin, Hardy, & Sutton: state-of-being, state-of-mind,

benefits and product usage (2014). State-of-being involves three further segmentations:

demographic (gender, age, ethnic background, family lifestyle, etc.) socioeconomic (indicators

include: income, education, and occupation) and geographic (local, regional, national, &

international). The next base of segmentation is state-of-mind which highly correlates with fan

motives. State-of-mind is described as attitudes, beliefs, values, level of commitment to a team

and motivation. This is relevant in correlation to the research when describing fan motives and

lifestyle preferences. Different lifestyle stages should be targeted differently such as young and

married without children vs. young and married with children and middle-aged and married with

children. These should all be considered when determining marketing strategies to families.

The next base for segmentation is benefits. This is an area that lacks attention from sport

marketers. Benefits are described as “extras” focusing on the appeal of a product to consumers.

As this pertains to families at NFL games, it could refer to a kids zone with face painting or an

interactive and educational area, or involving kids in promotions throughout the game. The last

base of segmentation is product usage. Product usage is defined by how much, how often and

repeat purchases. The survey in this study anticipates a growth in the amount of knowledge in

product usage of families as it relates to an NFL game specifically. In understanding and

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segmenting a family group and understanding their specific needs, marketers hope to identify

what could improve their purchase behavior and overall fan experience at NFL games.

Formation of Psychological Commitment & Loyalty

Sport consumer motives specifically, are what researchers are constantly trying to define

in order to show a connection between repeat purchase behavior and fan loyalty. The

Psychological Continuum Model, as defined by Funk & James, provides researchers with a

platform for the systematic study of sport spectators and sports fans. By identifying four levels of

psychological connection to a team, with the highest level (allegiance) being defined by loyalty,

are what all marketers hope to achieve and what researchers of this study are trying to define in

order to build fan loyalty by targeting families that include new fans, return customers, different

age demographics and different levels of connection (2001).

The four levels in the PCM are defined as: awareness, attraction, attachment and

allegiance. A family segmentation could potentially contain all four levels of connection which is

why it is so important to gather data containing information about how to better improve that

connection during NFL games. An allegiant fan is marked by loyalty and devotion. They are

persistent, resistant to change, and their fandom guides their behavior. These are the type of fans

that marketers hope to develop. After many repeat purchases, “behavioral consistency and

psychological commitment suggest that many sports spectators are loyal to specific teams”

(James, 2001, p. 233). But before long term commitments to a team are developed, positive

experiences must be had which is why this research has become increasingly necessary.

James (2001) states that “before individuals develop a psychological commitment to a

team, they must first decide that they like one team better than others” (p. 234). Leisure

socialization with family creates important memories and positive associations between a team

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and that fan. “Within this socialization process Bandura (1986, p. 415) proposed that family

contacts provide the initial and perhaps most lasting examples of modeled behavior” (James,

2001). Sport socialization also develops through family and develops into a propensity for sport

consumerism, according to McPherson (1976). Family becomes an important influence in the

development of a love of sport from a very early age (James, 2001, p. 236). If marketers can help

to create these positive associations early on by developing positive family game experiences,

they could potentially be building their loyal fan base for the future. Kim, James & Kim (2013)

state that “Commitment to a sports team may be thought of as a reflection of a sport consumer's

desire to maintain a valued relationship with his or her favorite sports team, and ultimately

impact behavioral intentions (e.g., purchasing apparel, attending games)” (p. 173). The desire to

maintain a valued relationship with a certain team is the ultimate goal for sports marketers.

Therefore, the importance of developing these strong associations between families and teams

cannot be underestimated. With weak research in the area of targeting families and

understanding their purchase behavior, marketers are missing an opportunity to gain a loyal fan

base of dedicated fans who are willing to spend their hard earned money to enjoy a game with

the family.

Factors Influencing Sport Consumption and Motivators

In developing successful market strategies, it is important to assess current factors that

influence sport consumption behavior and relate it to families when consuming sporting events.

Previous research has been done in the realm of basketball at the collegiate level but current

research lacks relevance in the NFL while specifically looking into family consumption

behavior. In Trail & Kim’s study titled, Factors Influencing sports consumption: NCAA

women’s college basketball, they site Sloan (1989) in suggesting there are several theories that

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explain why people are motivated to attend sporting events: 1) salubrious effects theory; 2) stress

and stimulation theories; 3) catharsis and aggression theories; 4) Entertainment theory; and 5)

achievement theory (p. 62). Although motivators are important to define, often times fans base

purchase decisions more on negative experiences than positive ones which is why developing a

constructive game day atmosphere can help gain future consumers and repeat purchasers.

In order to continue identifying motivations for families attending games, every member

of the family should be recognized and further examined. James and Ridinger (2002) state that:

“Findings suggested that females seemed more likely to be a sport fan for social reasons,

which included attending games, enjoyment of cheering, and enjoying watching sports

with friends and family. Males reported being a sports fan because they played sports,

enjoyed sports in general, and enjoyed learning about sports (p. 263).”

Mothers and fathers may have different motivators but the importance of enjoying the game with

family would be priority for both. A father might want to share his love of sport with his children

with the hope that they will develop the same passion for the sport while the mother may be

more interested in creating memories and enjoying the game day experience as a family.

Whatever the motive, it is apparent that parents will want an enjoyable game day atmosphere for

the entire family and this study hopes to define ways to accomplish that for an NFL game.

Constraints

In examining purchase behavior of the family demographic in relation to professional

football in the NFL, it is imperative to acknowledge constraints along with motives. Trail and

Kim define constraints as “factors that impede or inhibit an individual from attending a sporting

event” (p. 191). Trail & Kim site Mittal et al (1998) in stating that “negatively perceived

performance of a product’s attributes tend to affect overall satisfaction and repurchase intention

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more than positively perceived performance” (2011). Where the current research lacks are the

definition of these constraints in relationship to families’ attendance at NFL games and specifics

involving negative experiences.

Trail and Kim created a conceptual model to explore the relationships among motivators

and constraints, and how they impact attendance. Their conceptual model shows internal and

external motivators and constraints and how those each impact attendance intentions (p. 65).

Internal constraints are the psychological cognitions that curtail behavior while external

constraints are the social or environmental aspects that deter or even prevent a behavior.

Their research showed a significant, positive correlation of all internal motivators, three of the

four internal constraints were significantly and negatively correlated (lack of success, no interest

from significant others, and lack of someone to attend with), all external motivators were

significantly and positively correlated and lastly, external constraints (cost, parking, and

location) had significant correlations (p. 71). This shows that as much as positive motivators

influence attendance and purchase behavior, constraints do as well which is why this study has

relevance in defining fan experiences (positive and/or negative).

Another study by Larkin, Fink and Trail (2015) defines the correlation between

constraints and sport media consumption. Marketers should be establishing tools to compete with

at home viewership and draw fans to games. In recognizing constraints, cost seemed to be the

biggest constraint specifically for the NFL according to the study. Larkin, Fink and Trail state

that, “if he/she simply does not possess the financial means to attend the event, there is little they

can do to negotiate and/or rectify such a constraint.” This makes research on constraints germane

to marketers and ticket sales alike. The survey in this study hopes to better define those restraints

and what negatively impacts attendance and draws families to watch and enjoy games at home.

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With many media outlets to enjoy a game while not in attendance, creating marketing strategies

that target each specific segmentation has never been more pertinent.

Methods

This study will utilize the Likert-type scale in a survey to qualitatively describe and

identify family fan experiences. Previous purchasers will be determined through ticket data and

mailed the survey. Throughout one season, surveys will also be emailed to consumers purchasing

three or more tickets together to determine if they were attending as a family and to get feedback

regarding their experience. Surveys will also be handed out at halftime during the game in the

allotted family section and collected after each home game. Once data is collected, surveys will

be coded for analysis. Based on the points awarded and gathered, fan experience will be

determined and the researchers will have a better idea of how they can improve upon current

methods of targeting the family segmentation and convincing parents to repurchase tickets.

The data collection method used was the Likert-type scale. By using the Likert Scale and an

interval level measurement, this allows for the researchers to score the data assuming that each

score is equidistance apart (Mertens, 2014, p. 375). The Central Limit Theorem would be used as

a type of inferential statistics, by using a sample to guess some numbers which describe the

characteristics of a population. The survey scores would be determined and then assumed to be

applicable to the entire family segmentation and audience relevant to NFL games. The Central

Limit Theorem allows for treatment of the data as interval data that measures a latent variable.

Parametric statistical tests, for example analysis of variance, will be applied. The ANOVA,

analysis of variance measure of variability is used when you have more than two groups to

compare or when you have more than one independent variable (Mertens, 2014, p. 420). In this

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case, multiple groups of surveyors will be compared after each game to associate surveys with

particular game experiences.

Fan Survey

Please circle the answer that best answers the question as it pertains to you.Gender Male Female

Age 18-24 25-32 33-40 40+# of Children 0 1-2 3-4 5+NFL games

attended0 1-2 3-4 5+

Please circle the answer that best describes your feelings towards the statement

1. Your NFL gameday experience was desirable.Strongly Disagree Disagree Neutral Agree Strongly Agree

2. You would attend another game based on your experience. Strongly Disagree Disagree Neutral Agree Strongly Agree

3. The atmosphere was family appropriate.Strongly Disagree Disagree Neutral Agree Strongly Agree

4. There were activities for kids to enjoy.Strongly Disagree Disagree Neutral Agree Strongly Agree

5. Children and parents were both targeted through specific marketing throughout the game.

Strongly Disagree Disagree Neutral Agree Strongly Agree

6. Your children would come back to another game because they enjoyed it.Strongly Disagree Disagree Neutral Agree Strongly Agree

7. You would bring your kids back to a game.

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8. The fans around you were appropriate and respectful of your kids.Strongly Disagree Disagree Neutral Agree Strongly Agree

9. You bought a family ticket package with discounted prices.Strongly Disagree Disagree Neutral Agree Strongly Agree

10. You heard about the tickets from another family.Strongly Disagree Disagree Neutral Agree Strongly Agree

11. The game day experience was worth the money.Strongly Disagree Disagree Neutral Agree Strongly Agree

12. You purchased merchandise for you and/or your kids at the game.Strongly Disagree Disagree Neutral Agree Strongly Agree

13. You purchased concessions at the game.Strongly Disagree Disagree Neutral Agree Strongly Agree

14. You received an email following the game, asking about your experience.Strongly Disagree Disagree Neutral Agree Strongly Agree

15. You believe players on the team are suitable role models for your kids.Strongly Disagree Disagree Neutral Agree Strongly Agree

16. You attended the game to spend time together and create memories as a family.Strongly Disagree Disagree Neutral Agree Strongly Agree

17. You attended the game because of your love of football.Strongly Disagree Disagree Neutral Agree Strongly Agree

18. You attended the game because you heard of other families’ positive experiences?Strongly Disagree Disagree Neutral Agree Strongly Agree

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19. The game was worth your time.Strongly Disagree Disagree Neutral Agree Strongly Agree

20. You will purchase more NFL related merchandise in the future (tickets, clothing, concessions).


Discussion and Conclusion

In conclusion, market segmentation, fan commitment and loyalty, sport consumption

motives, and constraints have all been used in prior research to define specific fan demographics.

The purpose of this particular study is to further define the family demographic and better

understand what motivates and constrains them from attending NFL games. It should be the

priority of marketers and ticket sales departments to analyze fans attending the game and

understand the reasoning behind their purchase. The limitations of this study lie in the

distribution of the survey. The survey will only reach those who have previously attended a

game. In order to achieve a larger fan base and reach more families in the community, surveys

should also be distributed to families who have never attended a game, not just those that have.

This would provide more conclusive and reliable research that could be translated and applied to

marketing in the future. A need for further research regarding family purchase behavior and

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attendance and this survey would do well in gathering information to further research in the

future and improve current marketing strategies.

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