How Marketing Strategies, Particularly Ticket Prices in the NBA, Affect Attendance and Revenue

Recently, the NBA has been increasingly gaining prominence and dominating the industry, with the primary revenue stream being gate receipts. Within this article, we explore the correlation between demand and attendance to the ticket price, physical confrontation, and the average game duration. We gather data from our offline survey on lectures, and following data processing, we input it into our algorithm and utilize the output, such as p-value and coefficient calculated by the computer for analysis. Additionally, we compile additional data to conduct segmentation, positioning, and generate a perceptual map, and excel to illustrate our findings effectively. Lastly, we amalgamate the segmentation and positioning with the analytical data results, which validate the findings in our literature review and also provide novel insights. We ascertain that ticket prices are inflexible to the demand, whereas the physical confrontation exhibits a negative correlation with the demand in males but a positive one in females. Furthermore, the duration of the game is positively correlated with the demand, albeit marginally, indicating that demand will not alter easily.