Marketing Final paper

Running head: INFLUENCES ON FAMILY ATTENDANCE 1
Influences on Family Attendance at NFL Games
The University of Kansas
Megan Carroll

INFLUENCES ON FAMILY ATTENDANCE 2
Abstract
This paper explores the meaning of market segmentation, target marketing, the
importance of developing fan loyalty, and constraints and consumer motives in relation to the
family demographic. Qualitative data is used in the form of a consumer survey to define the
specific family segmentation and how marketers can improve their fan experience and
attendance at NFL games. Prior research has defined this demographic and sited family as a
motive and segmentation but research is limited when determining how to better improve the
atmosphere and environments at games to make them family appropriate. Targeting families has
been done before by having family zones, promotions targeting kids and ticket packages for
families but the importance of expanding that fan base and creating fan loyalty at a young age by
targeting family and children should not be overlooked. This study hopes to expand the
knowledge on what can be done to improve the family fan experience and generate fan loyalty
through better marketing campaign strategies.

Influences on Family Attendance at NFL Games
Introduction
When discussing target marketing and marketing segmentation, it is clear that a family
demographic has been acknowledged and that current marketers are using strategies to focus on
this specific grouping. However, the importance of generating a desirable fan experience for
families has not been reviewed in-depth. Steps are being taken to create necessary changes in the
game environment to improve family appropriate viewership but why are parents still wary about
bringing their kids to games? How could sport marketers better improve upon these family
friendly areas and generate return customers and loyal fans? What are the specific needs of
families on an NFL game day and why do they believe that the environment is unsuitable for
children now? And, how can not only marketing but ticketing benefit from this knowledge?
These questions address areas that relevant and recent research lack to define. By broadly
defining the family segmentation, addressing the importance of building a young fan base to
establish fan loyalty and addressing the negative NFL game setting, this will identify the areas of
need further addressed throughout this study.
Current research by Evans, Jamal, & Foxall defines motivations as “the driving force
within individuals that moves them to take a particular action” (2009). The purpose of this study
is to look into family motives when consuming a sporting event (specifically an NFL game) and
understand what is restraining them from attending more games and having a higher quality
experience. The Motivation Scale for Sport Consumption, as defined by Trail & James identifies
family as one of ten motives. In their research study, they pointed out the weakness in sports
research by saying “Despite the prominence of sport, little is known about the motives of

individuals who are willing to invest financial, emotional, and temporal resources in following
and watching sports” (p. 109).
As a sport marketer, these psychological motives defined by the MSSC are important to
define and be aware of when creating a marketing strategy. It is important to understand the
Motivation Scale of Sport Consumption when discussing the current study because the motives
impact “attendance at sporting events, purchase of merchandise, and other consumptive
behavior” (p. 123). When trying to get a better understanding of family purchase behavior, sport
consumer motives must be taken into account. The family motive is seen in both the Sport Fan
Motivation Scale (Wann, 1995) and the Motivation Scale for Sport Consumption as mentioned
above. (Trail & James, 2001). Understanding these motives can help to build better
communication opportunities between consumers and marketers.
The relevance of constraints on the the family market segmentation should also be
considered before moving forward. Constraints are defined as “factors that negatively influence
attendance” (Trail & Kim, 2010). Constraints that are specific to families include: money, cost
associated with a whole family attending a game, negative family atmosphere, parking and
lifestyle factors like busy schedules. In identifying and recognizing these constraints, this
research can further address what turns family consumers off when attending a game and how
marketers can help to better attain and maintain fans and generate fan loyalty.
By identifying what factors motivate fans to attend games and what constraints
discourage fan attendance, this research hopes to understand how to better target families and
create a fan experience that is worthwhile, cost effective, and enjoyable. In doing so, parents will
continue to support the team and young fans will create positive memories associated with an
NFL organization and the sport of football. What differentiates this study from previous research

is the emphasis on the family target market and what can be done to improve the NFL game day
experience and generate increased fan loyalty by identifying constraints. By using qualitative
methods of research analysis, a survey will be able to specify what families are looking for in a
game day experience and what currently detracts from repeat purchase behavior.
Literature Review
Motivation Scale for Sport Consumption
When considering the reasons why families do or don’t attend a game it is important to
refer to the Motivation Scale for Sport Consumption developed by Trail & James (2001). The
purpose of the scale was to “measure the motivations behind sport spectator consumption
behavior” (p. 108). One of the motives not only identified in the MSSC but also in the
motivational profiles of sports fans of different sports was family (Wann et al., 2008). The
motivation behind attending a game described family as a way of consuming a sport because it
provides an opportunity to spend time with family members.
Understanding the importance of enjoying a game together as a family cannot be
overlooked when developing stronger marketing techniques. Trail & James describe the MSSC
as “advanc[ing] the study of sport spectators by providing a tool for measuring the psychological
motivations that influence sport consumption…Identifying psychological motives will also allow
researchers to advance our understanding of why people make a commitment (i.e., become loyal)
to a specific sport or team. Sport consumer motives are described by Wann (1995) as
“psychological factors that influence sport consumption” and by identifying these motives,
marketing communications and psychographic segmentation is used to enhance marketing
campaigns. By focusing on the family motive, this study hopes to further develop methods to

retain family consumers and work to create a family-friendly atmosphere conducive to repeat
purchase behavior.
Market Segmentation
Market segmentation is “the process of dividing the total heterogeneous market for a
product into sub-markets, or groups, each consisting of people who have shared characteristics,
based on common needs or desired benefits” (Rohm, Milne & McDonald, 2006). There are four
bases of segmentation as defined by Mullin, Hardy, & Sutton: state-of-being, state-of-mind,
benefits and product usage (2014). State-of-being involves three further segmentations:
demographic (gender, age, ethnic background, family lifestyle, etc.) socioeconomic (indicators
include: income, education, and occupation) and geographic (local, regional, national, &
international). The next base of segmentation is state-of-mind which highly correlates with fan
motives. State-of-mind is described as attitudes, beliefs, values, level of commitment to a team
and motivation. This is relevant in correlation to the research when describing fan motives and
lifestyle preferences. Different lifestyle stages should be targeted differently such as young and
married without children vs. young and married with children and middle-aged and married with
children. These should all be considered when determining marketing strategies to families.
The next base for segmentation is benefits. This is an area that lacks attention from sport
marketers. Benefits are described as “extras” focusing on the appeal of a product to consumers.
As this pertains to families at NFL games, it could refer to a kids zone with face painting or an
interactive and educational area, or involving kids in promotions throughout the game. The last
base of segmentation is product usage. Product usage is defined by how much, how often and
repeat purchases. The survey in this study anticipates a growth in the amount of knowledge in
product usage of families as it relates to an NFL game specifically. In understanding and

segmenting a family group and understanding their specific needs, marketers hope to identify
what could improve their purchase behavior and overall fan experience at NFL games.
Formation of Psychological Commitment & Loyalty
Sport consumer motives specifically, are what researchers are constantly trying to define
in order to show a connection between repeat purchase behavior and fan loyalty. The
Psychological Continuum Model, as defined by Funk & James, provides researchers with a
platform for the systematic study of sport spectators and sports fans. By identifying four levels of
psychological connection to a team, with the highest level (allegiance) being defined by loyalty,
are what all marketers hope to achieve and what researchers of this study are trying to define in
order to build fan loyalty by targeting families that include new fans, return customers, different
age demographics and different levels of connection (2001).
The four levels in the PCM are defined as: awareness, attraction, attachment and
allegiance. A family segmentation could potentially contain all four levels of connection which is
why it is so important to gather data containing information about how to better improve that
connection during NFL games. An allegiant fan is marked by loyalty and devotion. They are
persistent, resistant to change, and their fandom guides their behavior. These are the type of fans
that marketers hope to develop. After many repeat purchases, “behavioral consistency and
psychological commitment suggest that many sports spectators are loyal to specific teams”
(James, 2001, p. 233). But before long term commitments to a team are developed, positive
experiences must be had which is why this research has become increasingly necessary.
James (2001) states that “before individuals develop a psychological commitment to a
team, they must first decide that they like one team better than others” (p. 234). Leisure
socialization with family creates important memories and positive associations between a team

and that fan. “Within this socialization process Bandura (1986, p. 415) proposed that family
contacts provide the initial and perhaps most lasting examples of modeled behavior” (James,
2001). Sport socialization also develops through family and develops into a propensity for sport
consumerism, according to McPherson (1976). Family becomes an important influence in the
development of a love of sport from a very early age (James, 2001, p. 236). If marketers can help
to create these positive associations early on by developing positive family game experiences,
they could potentially be building their loyal fan base for the future. Kim, James & Kim (2013)
state that “Commitment to a sports team may be thought of as a reflection of a sport consumer's
desire to maintain a valued relationship with his or her favorite sports team, and ultimately
impact behavioral intentions (e.g., purchasing apparel, attending games)” (p. 173). The desire to
maintain a valued relationship with a certain team is the ultimate goal for sports marketers.
Therefore, the importance of developing these strong associations between families and teams
cannot be underestimated. With weak research in the area of targeting families and
understanding their purchase behavior, marketers are missing an opportunity to gain a loyal fan
base of dedicated fans who are willing to spend their hard earned money to enjoy a game with
the family.
Factors Influencing Sport Consumption and Motivators
In developing successful market strategies, it is important to assess current factors that
influence sport consumption behavior and relate it to families when consuming sporting events.
Previous research has been done in the realm of basketball at the collegiate level but current
research lacks relevance in the NFL while specifically looking into family consumption
behavior. In Trail & Kim’s study titled, Factors Influencing sports consumption: NCAA
women’s college basketball, they site Sloan (1989) in suggesting there are several theories that

explain why people are motivated to attend sporting events: 1) salubrious effects theory; 2) stress
and stimulation theories; 3) catharsis and aggression theories; 4) Entertainment theory; and 5)
achievement theory (p. 62). Although motivators are important to define, often times fans base
purchase decisions more on negative experiences than positive ones which is why developing a
constructive game day atmosphere can help gain future consumers and repeat purchasers.
In order to continue identifying motivations for families attending games, every member
of the family should be recognized and further examined. James and Ridinger (2002) state that:
“Findings suggested that females seemed more likely to be a sport fan for social reasons,
which included attending games, enjoyment of cheering, and enjoying watching sports
with friends and family. Males reported being a sports fan because they played sports,
enjoyed sports in general, and enjoyed learning about sports (p. 263).”
Mothers and fathers may have different motivators but the importance of enjoying the game with
family would be priority for both. A father might want to share his love of sport with his children
with the hope that they will develop the same passion for the sport while the mother may be
more interested in creating memories and enjoying the game day experience as a family.
Whatever the motive, it is apparent that parents will want an enjoyable game day atmosphere for
the entire family and this study hopes to define ways to accomplish that for an NFL game.
Constraints
In examining purchase behavior of the family demographic in relation to professional
football in the NFL, it is imperative to acknowledge constraints along with motives. Trail and
Kim define constraints as “factors that impede or inhibit an individual from attending a sporting
event” (p. 191). Trail & Kim site Mittal et al (1998) in stating that “negatively perceived
performance of a product’s attributes tend to affect overall satisfaction and repurchase intention

more than positively perceived performance” (2011). Where the current research lacks are the
definition of these constraints in relationship to families’ attendance at NFL games and specifics
involving negative experiences.
Trail and Kim created a conceptual model to explore the relationships among motivators
and constraints, and how they impact attendance. Their conceptual model shows internal and
external motivators and constraints and how those each impact attendance intentions (p. 65).
Internal constraints are the psychological cognitions that curtail behavior while external
constraints are the social or environmental aspects that deter or even prevent a behavior.
Their research showed a significant, positive correlation of all internal motivators, three of the
four internal constraints were significantly and negatively correlated (lack of success, no interest
from significant others, and lack of someone to attend with), all external motivators were
significantly and positively correlated and lastly, external constraints (cost, parking, and
location) had significant correlations (p. 71). This shows that as much as positive motivators
influence attendance and purchase behavior, constraints do as well which is why this study has
relevance in defining fan experiences (positive and/or negative).
Another study by Larkin, Fink and Trail (2015) defines the correlation between
constraints and sport media consumption. Marketers should be establishing tools to compete with
at home viewership and draw fans to games. In recognizing constraints, cost seemed to be the
biggest constraint specifically for the NFL according to the study. Larkin, Fink and Trail state
that, “if he/she simply does not possess the financial means to attend the event, there is little they
can do to negotiate and/or rectify such a constraint.” This makes research on constraints germane
to marketers and ticket sales alike. The survey in this study hopes to better define those restraints
and what negatively impacts attendance and draws families to watch and enjoy games at home.

With many media outlets to enjoy a game while not in attendance, creating marketing strategies
that target each specific segmentation has never been more pertinent.
Methods
This study will utilize the Likert-type scale in a survey to qualitatively describe and
identify family fan experiences. Previous purchasers will be determined through ticket data and
mailed the survey. Throughout one season, surveys will also be emailed to consumers purchasing
three or more tickets together to determine if they were attending as a family and to get feedback
regarding their experience. Surveys will also be handed out at halftime during the game in the
allotted family section and collected after each home game. Once data is collected, surveys will
be coded for analysis. Based on the points awarded and gathered, fan experience will be
determined and the researchers will have a better idea of how they can improve upon current
methods of targeting the family segmentation and convincing parents to repurchase tickets.
The data collection method used was the Likert-type scale. By using the Likert Scale and an
interval level measurement, this allows for the researchers to score the data assuming that each
score is equidistance apart (Mertens, 2014, p. 375). The Central Limit Theorem would be used as
a type of inferential statistics, by using a sample to guess some numbers which describe the
characteristics of a population. The survey scores would be determined and then assumed to be
applicable to the entire family segmentation and audience relevant to NFL games. The Central
Limit Theorem allows for treatment of the data as interval data that measures a latent variable.
Parametric statistical tests, for example analysis of variance, will be applied. The ANOVA,
analysis of variance measure of variability is used when you have more than two groups to
compare or when you have more than one independent variable (Mertens, 2014, p. 420). In this

case, multiple groups of surveyors will be compared after each game to associate surveys with
particular game experiences.
Fan Survey
Please circle the answer that best answers the question as it pertains to you.
Gender Male Female
Age 18-24 25-32 33-40 40+
# of Children 0 1-2 3-4 5+
NFL games
attended
0 1-2 3-4 5+
Please circle the answer that best describes your feelings towards the statement
1. Your NFL gameday experience was desirable.
Strongly Disagree Disagree Neutral Agree Strongly Agree
2. You would attend another game based on your experience.
3. The atmosphere was family appropriate.
4. There were activities for kids to enjoy.
5. Children and parents were both targeted through specific marketing throughout the
game.
6. Your children would come back to another game because they enjoyed it.
7. You would bring your kids back to a game.
8. The fans around you were appropriate and respectful of your kids.
9. You bought a family ticket package with discounted prices.

10. You heard about the tickets from another family.
11. The game day experience was worth the money.
12. You purchased merchandise for you and/or your kids at the game.
13. You purchased concessions at the game.
14. You received an email following the game, asking about your experience.
15. You believe players on the team are suitable role models for your kids.
16. You attended the game to spend time together and create memories as a family.
17. You attended the game because of your love of football.
18. You attended the game because you heard of other families’ positive experiences?
19. The game was worth your time.
20. You will purchase more NFL related merchandise in the future (tickets, clothing,
concessions).

Discussion and Conclusion
In conclusion, market segmentation, fan commitment and loyalty, sport consumption
motives, and constraints have all been used in prior research to define specific fan demographics.
The purpose of this particular study is to further define the family demographic and better
understand what motivates and constrains them from attending NFL games. It should be the
priority of marketers and ticket sales departments to analyze fans attending the game and
understand the reasoning behind their purchase. The limitations of this study lie in the
distribution of the survey. The survey will only reach those who have previously attended a
game. In order to achieve a larger fan base and reach more families in the community, surveys
should also be distributed to families who have never attended a game, not just those that have.
This would provide more conclusive and reliable research that could be translated and applied to
marketing in the future. A need for further research regarding family purchase behavior and
attendance and this survey would do well in gathering information to further research in the
future and improve current marketing strategies.

References
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