Abstract
The MLB uses many different marketing strategies as incentives to entice people to come to the games rather than watching them on TV. This commodity that the teams offer the fans influences their indifference curve and the amount of utility that they derive from attending the games. This study seeks to determine to what degree the marketing strategies that the teams use impact fan attendance. Additionally, this study seeks to find out if there is one form of marketing strategy that has a greater impact on fan attendance than another. For simplicity, the marketing strategies that were being examined were broken up into two categories. These categories are product promotions and pricing promotions. Examples of product promotions include: bobbleheads days, t-shirts, hoodies, etc. Pricing promotions include college ticket packages, appreciation packages, etc. My hypothesis is that marketing strategies will have an impact on fan attendance, but product promotions will have the greatest impact on impacting fan attendance. I used a cross-sectional data set and estimated regressions to test my hypothesis. My results show that product promotion has a greater impact on fan attendance than pricing promotion strategies. This means that fans value products over pricing promotions.
Advisor
Luri, Moses
Department
Business Economics
Recommended Citation
Hall, Connor, "Examining How Marketing Strategies Impact Baseball Fan Attendance" (2024). Senior Independent Study Theses. Paper 10916.
https://openworks.wooster.edu/independentstudy/10916
Disciplines
Advertising and Promotion Management
Keywords
Marketing, Baseball, Promotional Events
Publication Date
2024
Degree Granted
Bachelor of Arts
Document Type
Senior Independent Study Thesis
© Copyright 2024 Connor Hall
