BY

GROUP 2

AFFECTING SPECTATORS ATTENDEN

Ankit Yadav
Shashi Kr Singh
Amar Sneh
Naman Sharma
Umesh Khandewal

Abstract
Sports have grown immensely over last two decades and so, with focus not being on only few
prominent sports but most of the sports. Lot of international leagues came up in different
sports not just in India but throughout the world. Despite the growth and magnitude of these
sports, several international professional sport leagues throughout the world have been
concerned with the problem of drastic decrease in the interest surrounding these leagues,
which has resulted in fewer number of fans turning out for the leagues games. By focusing
its efforts on retaining its fans that already attend games, leagues are ignoring some very
important segments of the population consisting of people who, for various reasons, do not
attend games, or attend only very infrequently. It is very important for professional leagues to
identify these segments and investigate the various reasons that people have for not attending
basketball games. These market segments are quite considerable in size and represent a big
opportunity for growth through the expansion of the current fan base. Therefore, to attract
spectators, it is necessary to identify the factors that influence spectator decision-making to
attend games. The purpose of this study is to provide an overview of such variables through
an exhaustive review of studies focusing on attendance at professional sporting events- IPL
(Indian Premium League).

Introduction
Sport has made its way into the field of knowledge, economy, and art by introducing the new
social values. The obvious and hidden attractions of this evolution have caused the arousing
of emotions and the creation of certain tendencies among all communities against sport
events. In the field of world business, sport is exceptional because it has customers who pay
money not for buying or using sport but for watching it. Of the activities related to the sport,
watching sport tournaments can be mentioned where thousands of enthusiastic people attend.
The spectators attendance at sport events and that these spectators consist of various strata of
society including men and women, young and old, different races and ethnic groups, are
evidences of this claim. Nowadays, the spectators in sport constitute an important percent of
sport consumers. It has been reported that factors such as availability of recreational activities
in the stadium, the reasonable price and ticket distribution practices, proper weather, stadium
design, and the availability of facilities have the most effect on the attendance
Variation in attendance figures represents a major concern for professional sports and
leagues. Spectators are very important for the league as they buy the tickets for the games and
tickets are a major income producer for any professional league. Very few studies deal with
the problem of non-attendance at professional sport events. Even those studies which
attempted to investigate the problem, did it with data collected from attending individuals,
during sporting events. Though in this study we have tried taking as many data as possible
from different age groups, different sections of society not just from people attending the
matches so as to understand the factors which drive their decision to go to a stadium to watch
an IPL match during the season. As it is very important for the IPL owners to look into the
factors which influence the masses whether to watch a match in the stadium or not because
one of the prime reasons for the start for IPL was to extract money which could be used to
produce and nurture new talents not just in India but across world. Through this study we will
try to bring in the mind-set of the people and showcase their perspective about the IPL
leagues which recently concluded its 9th season. In India cricket is a religion but still off late

IPL has observed a sudden decrease in number of people turning for matches except for few
popular league matches.
Literature on non-attendance is scant. For that reason the study of attendance variables is also
very important, as it is the next most relevant subject that can be found in the literature. The
theoretical import of such variables is valuable in order to enhance the existing theoretical
understanding of the factors associated with non-attendance.

Purpose of study
The present study sought to expand knowledge of factors that affect attendance at
professional cricket league matches in India (IPL). The literature review was limited to the
matches that are held in India during the course of IPL season. In addition, limited data were
derived from people directly associated with professional sport. Hence, to shed more light on
the effects of various factors affecting attendance, this study tries to look into the factors
under five broad category which directly or indirectly influence the decision making of the
spectators. The purpose of the study is also to classify the factors as important or nonimportant with respect to the IPL stadium turn outs. This study can be further taken down to
study the impact of factors on various professional leagues not just in India but globally.

Methodology
The current study investigates the impact of effective factors on the spectators attendance in
Indian Premium League in India. The main design of this research is descriptive survey
method. The statistical population of the present study consisted of people from different age
groups, genders and in different professions. In this study we have also tried to include the
people who are not that interested in going to IPL matches to this section of the society and
their driving forces to make them attend the matches in stadium. After determining the
sample size, the questionnaires were distributed among 150 people across India using random
sampling. For this purpose we designed a questionnaire which was made in order to examine
factors affecting spectators' attendance in Indian Premium League matches in India. The
questionnaire was made keeping in mind the different perspective people look into when they
go to watch any sports match and not just cricket. The questionnaire is divided into two
sections the first part of which consists of 24 questions with seven-Likert Scale (basically
lying between Strongly Agree to Strongly Disagree) and questioned the impact of effective
factors on the spectators attendance in sports played with ball. The second part composed of
4 items which include personal information of the spectators. This questionnaire has
evaluated the respondents comments in five components of
Economic factors of spectators
Hype or charm of the game
Spectators preferences during the match and about the match
Convenience of the spectators in terms of travelling etc.
Stadium facilities
After the content validity of the questionnaire was confirmed the questionnaire was floated
and 139 data were collected, out of which 10% were of no use and were excluded. Using
Cronbach's alpha, the reliability coefficient of the questionnaire in a preliminary study turned
out to be 0.86 which is an acceptable and high index of reliability. The collected data was
analysed by using SPSS software. In order to describe the characteristics of the participants

based on mean indices and to analyse inferential statistics, the researchers utilized statistical
methods of one-variable t and F test of multivariate analysis of variance.

Factors derived from the study

Economic factors

Price of ticket
Whether match is broadcasted or not?
Proximity of the stadium?
Will you prefer going for the match if the tickets are provided by your company of
work?

Charm/Hype of the game

Standing of the team in the points table

Importance of the result of the game
Existence of the star player in the supporting team
Existence of the star player in the opposition team
Closeness and sensitivity of the game

Spectators preferences

Any special performance or entertainment packages

Impact of the celebrity owner of the teams and their popularity
Appearance of any other celebrity during match
Whether the match is on weekdays or weekend?
Condition of weather (sunny/ chances of rain/ winter season)
Whether going to watch match with family/ friends

Convenience

Easy arrival and departure from the stadium

Availability of tickets online which removes time consumed for standing in a line
Easy traffic into the stadium (the existence of public transportation system, the Metro,
and special route)

Facilities

The suitability of the spectators' place in terms of (cleaning, light, visibility to the
ground and seats)
The existence of healthy buffets having a variety of foods with the quality and
reasonable price
The existence of sufficient parking lots inside or around the stadium
Being a famous stadium

Demographic factors

Age group
Gender

Employment
Marital status

Assumptions

That no significant difference exists between leagues on items representing the effect
on game attendance and items representing the effect on season attendance
That no significant difference exists between leagues on the effect of attendance on
game factors and the effect of attendance on season factors
That no significant difference exists between indoor leagues (NHL, MISL and NBA)
and outdoor leagues (NFL, CFL, baseball)
The target segment in the study is expected to be interested in watching cricket
matches and follow it
The people filling the survey are assumed to be able to discriminate between the
different factors in the survey
Since the age group of 20- 30 years are mostly seen in the stadiums the survey has
been taken mostly from this age group

Results and outcome

(Show results, regression equations, factor which is the most dominant one, put the
output tables from SPSS and talk about the significance of main factors based on their
sigma values, demographics study of the survey in sense showing which age group
goes to stadium mostly, whether single or married, male or female)

Factor analysis
(Results from factor analysis in SPSS and show the result tables as well)

Conclusion
(Talk about the output obtained from both the analysis and do general gas about the
factors and how this study can be used in upcoming IPL seasons)

References

http://www.humankinetics.com/acucustom/sitename/Documents/DocumentItem
/7515.pdf

 file:///C:/Users/ankit/Downloads/Laverie%20and%20Arnett%202000.pdf
http://sparti.uop.gr/~toda/asmrj/Vol1_c.pdf
ADD FEW MORE REFERENCES-BOOKS( MM 2, SAIS BOOK)