Factors Affecting Customer Intention to Visit a Football Event: Case FC KTP

Abstract

The research provides comprehensive analysis on topic that originates in-between two major spheres: Sports Marketing and Psychology. From the sports marketing side, the research concentrates on attraction of higher number of spectators. For this purpose, the research defines the connection between sports marketing and sports management in Finland. The connection is followed with demonstration of weak spots in Finnish profes-sional football. As a result, the topic follows into the topic of fan loyalty. And the fan loyalty defines major groups of spectators. From there the research connects to psychology side, since the research defines the major features about each customer segment and tries to predict the behaviour of specific customer segment: potential customers. The idea of behaviour prediction is to trigger the interests of potential customers to attend the foot-ball events. And the number of specific motivations and barriers are observed in that part of the research. The demonstration of specific motivations and barriers of potential customers follows up with data collection process. As a result of data analysis, the research provides the information about specific motivations and barri-ers that have the strongest influences on customer’s intentions towards attending the sport event of commission-ing party. In fact, there have been found seven major motivational factors, two major expectations from a sport event, and two major barriers that have the strongest influences on customer behaviour. The marketing strategy for attraction of potential customer with the idea of further conversion could be created on the basis of the findings from this research. Moreover, the research lightens up the information that has rela-tively small number of researches on a topic. This leads to further opportunity for researches on a topic with the idea of deeper analysis of the spectator attraction topic.