The Motivational Factors Affecting Football Fan Attendance in Finland: A Study and Segmentation
Dick, Murray; Kernick, Paul (2016)
Dick, Murray
Kernick, Paul
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121620710
https://urn.fi/URN:NBN:fi:amk-2016121620710
Tiivistelmä
The main purpose of this Bachelor’s thesis is to identify the core motivational factors which affect the attendance of football matches in Finland’s top football tier; the Veikkausliiga. In addition, the thesis aims to outline the discrepancies between segments of individuals comprising incremental levels of attendance regularity. The subjects of research were individuals living in Finland, both natives and non-natives.
A quantitative use of research was selected in the form of a questionnaire, to assess respondent attitudes and uncover the motives and habits regarding the decision whether or not to attend football matches. The survey consisted of 14 questions in total, gathering basic demographic details, opinions on football; both in general as well as in Finland, assessing attitudes towards motivational factors and uncovering thoughts pertaining to the brand image of clubs in Finland.
This research based thesis is supported with existing research relating to both sports fan motivational theories as well as branding. The section on fan motivations will provide evaluative analysis of sports fan motives, knowledge-based frameworks and fan types. The chapter surrounding brand importance will introduce the basic foundations of branding as a whole, shall present the theory of brand equity and will uncover various theories within sports branding in particular.
Analysis of the results highlight a clear correlation between several fan motivations and the rate of active attendance, as well as uncovering unanimity in attitudes relating to other motives. Regarding brand attitude, results showed that respondents favoured more traditional, historic and community-based values when it comes to supporting football clubs.
The segmentation of football fans in Finland, has uncovered a polarisation in supporter behaviour, with most individuals having either very high or very low activity and interest levels. This is resulting in a dissolution of mid-level football fan activity.
Further investigation and experimental research may be of value in understanding the importance of versatile approaches to marketing when combined with this newfound knowledge. Focused actions can as a result, provide more impactful outreach to football fans in Finland as well as abroad.
A quantitative use of research was selected in the form of a questionnaire, to assess respondent attitudes and uncover the motives and habits regarding the decision whether or not to attend football matches. The survey consisted of 14 questions in total, gathering basic demographic details, opinions on football; both in general as well as in Finland, assessing attitudes towards motivational factors and uncovering thoughts pertaining to the brand image of clubs in Finland.
This research based thesis is supported with existing research relating to both sports fan motivational theories as well as branding. The section on fan motivations will provide evaluative analysis of sports fan motives, knowledge-based frameworks and fan types. The chapter surrounding brand importance will introduce the basic foundations of branding as a whole, shall present the theory of brand equity and will uncover various theories within sports branding in particular.
Analysis of the results highlight a clear correlation between several fan motivations and the rate of active attendance, as well as uncovering unanimity in attitudes relating to other motives. Regarding brand attitude, results showed that respondents favoured more traditional, historic and community-based values when it comes to supporting football clubs.
The segmentation of football fans in Finland, has uncovered a polarisation in supporter behaviour, with most individuals having either very high or very low activity and interest levels. This is resulting in a dissolution of mid-level football fan activity.
Further investigation and experimental research may be of value in understanding the importance of versatile approaches to marketing when combined with this newfound knowledge. Focused actions can as a result, provide more impactful outreach to football fans in Finland as well as abroad.