고객 전공분야와 관련 제품 및 프로스포츠 선호도와의 관계 연구

Abstract

In today's mass production/consumption society, there are many important constituents people need to have/do for their happy life. Very few people think that among those components enjoying pro-sports in their life is essential, and Many business companies are interested in owning/operating pro-sports teams. Thus, many studies have been progressed on sports management or sports marketing domestically and abroad. This paper studied the preference relationship between subject's majors and products/service and pro-sports. We constucted hypotheses about the relationship and tested them by using ANOVA and Tuckey tests. We found significant results that preference for coke/cider is influenced by subject's majors, and that preference for pro-baseball, pro-football, and pro-basketball is also influenced by subject's major, etc. As the results, we can have important information about who are the most important customers and who should be target customers for marketing and promotion, and with the information related business companies can attain higher profitability and less loss through more effective sports marketing.