Buyer Behaviour and Loyalty of Football Fans on Football Market

Abstract

The aim of this study is to investigate customer behaviour of football fans in the UK football market. Links and relations between specific types of behaviour, gender, age or income were intended to be found. Football fans of Huddersfield Town FC were chosen as a population and the questionnaire was distributed via internet as well as in hard copies. Several statistical methods have been employed to analyze primary data, for instance Correlation or T-test. It was proved that satisfactory level of services and good promotion of branded products ensuring loyalty and satisfaction of football fans. A strong negative relation between purchasing of football branded products and frequency of visits of stadium was found. Significant differences were found amongst genders and age groups as well. Due to relatively large sample the results of the study are valid.