team #1 mkt. 470.1 daniel bohannon bryan kodish crystal coveney evan wong sho ukai how to increase...
TRANSCRIPT
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TEAM #1
MKT. 470.1
DANIEL BOHANNONBRYAN KODISH
CRYSTAL COVENEYEVAN WONG
SHO UKAI
How To Increase Attendance At SDSU
Football Games
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1. WHAT PERCENTAGE OF SDSU STUDENTS INVOLVED?
2. WHAT IS THE LEVEL OF INVOLVEMENT?
3. WHAT IS THE MOTIVATION FOR GOING AND NOT GOING?
4. WHAT WOULD IT TAKE FOR STUDENTS TO ATTEND?
Objectives
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Expectations
Students will say they do not attend games because of how poor our football team's performance has been
Students will say they are not interested in sports, especially girls
Students will say we need a stadium on campus, in order to increase attendance
More male students will be interested in attending football games, than female students
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THE SDSU FOOTBALL PROGRAM HAS BEEN ISSUE OF MANY DEBATES IN RECENT HISTORY.
AFTER NUMEROUS LOSING SEASON THERE IS STILL A STRONG FAN BASE AMONG THE
COMMUNITY AND ALUMNI.HOWEVER, STUDENT ATTENDANCE AT HOME
GAMES HAS BEEN EXTREMELY LOW FOR THE LAST FEW YEARS.
Background
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Background cont.
Losing has not been a deterrent for the alumni and community so we wanted to know why students do not go to the game and what motivates students to attend
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SURVEYED STUDENTS WHO WERE ON CAMPUS ATTENDING CLASS
TO SELECT PEOPLE TO SURVEY WE EACH PICKED A DAY THAT WORKED WITH OUR SCHEDULES WENT TO DIFFERENT
PARTS OF CAMPUS AND ASKED EVERY 10TH PERSON TO PARTICIPATE.
IF WE WERE TURNED DOWN WE ASKED THE NEXT PERSON.
Methodology
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Methodology cont.
Split up the surveys so that each member of the group had to get 40 surveys completed while on campus.
After looking over first 200 surveys we needed to collect 17 more due to incomplete or incorrectly filled out surveys.
The sample was representative of the population of interest which was SDSU students.
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Demographics Comparison
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Gender
SDSU
42%
58%
MaleFemale
Sample
56%
44% MaleFemale
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SDSU
4%
18%
5%
5%
8%47%
10% 3% African AmericanMexican AmericanOther HispanicAsianFilipinoWhiteOther not statedInternational
Sample
3%13%
2%
14%
3%
54%
4% 7% African AmericanMexican AmericanOther HispanicAsianFilipinoWhiteOther not statedInternational
Ethnicity
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SDSU
0% 11%
16%
16%
16%
14%
8%
5%
14%17 or younger1819202122232425 or older
Sample
0%8%
17%
21%
20%
17%
11%2%
4%17 or younger1819202122232425 or older
Age
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SDSU
12%
13%
21%39%
15%
FreshmanSophomoreJ uniorSeniorGrad
Sample
9%
24%
30%
36%
1%
FreshmanSophomoreJ uniorSeniorGrad
Class Level
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Survey ResultsQuestions 1:
Are you involved on campus?
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Question 3
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Survey ResultsQuestion 4: favorite college teams
70%
12%
4%
3%
3% 8%
SDSUUCLAUSCStanfordNorth CarolinaOthers
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Factor i n determi ni ng i f you Do attend game
19%
13%14%
7%
14%
10%3%
20%
Quality ofOpponentTeam Record
ConvinienceStart TimeGiveaway Items
If game istelevisionedStudenttailgate/ foodPregame/ Postgame EventOther
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15%
11%
14%
25%
11%
14%
8% 2%
$10 cost to parkHoliday ConflictQuality of OpponentTeam RecordInconvinient Start TimeTransportationIf game is televisedOthers
Factors in determining if you DO NOT attend a game
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KEY FINDINGS:
1. 46.5% INVOLVED; 53.5% NOT INVOLVED
2. Low Involvement (3-4 hours)
3. Quality of Record and Schedule
4. Recommendations
Executive Summary
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Conclusions and Recommendations
Most Important Factors Attached to team/university Quality of football program
Involved on Campus versus Games expected to attend No 1 ½ games Yes 3 ½ games
Invo
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Conclusions and Recommendations cont.
Favorite college sports team: SDSU = 65% of respondents who are interested in college sports
Factors in Attending Games Team record Quality of opponent
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Conclusions and Recommendations cont.
How to increase attendance: Increase awareness/connection on campus Alcohol
Louie’s Tailgating
Word of Mouth Giveaways
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Limitations of Research
Sample usedTimingGender Differences
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Questions?