Title

Student Perceptions of Valpo Basketball Joining the MVC

Faculty Sponsor

Musa Pinar

College

Business Administration

Department/Program

Marketing

Presentation Type

Oral Presentation

Symposium Date

Spring 5-3-2019

Abstract

The purpose of this study is to identify factors causing low attendance at Valparaiso University Men's Basketball games after joining the Missouri Valley Conference (MVC). Additional variables that can improve student attendance at games will also be considered. The research objectives are to: 1) measure student perceptions of the MVC and examine factors that impact those perceptions, 2) determine why students do or do not attend games and what will influence that decision, 3) identify what will improve student perceptions, and 4) discuss implications of findings to attract more students to upcoming Valpo basketball games. A survey with 259 responses was implemented to achieve these objectives. Results showed that students believe the lower attendance is due to an increase in lost games and the lack of a rival after the conference change. Significant factors that would encourage students to attend a game are an increase in team performance, attending in a group, theme nights, and knowing the players on a personal level. These responses indicate that students want to experience comradery, whether it be with peers or players. Recommendations for improving attendance are to give group ticket deals, use social media to drive MVC rivalries, implement theme nights for games, and increase student-player interaction. These results must be interpreted within the confines of the study.

Biographical Information about Author(s)

The authors completed this project for their marketing research class under the sponsorship of the VU athletic department.

Alex Becker is a senior finance major from McHenry, IL. He has done market research work for John B. Sanfilippo and Sons, Inc (JBSS) focusing on a company acquisition. Alex will be doing financial consulting in the medical field upon graduation.

Cameron Behymer is a senior marketing major from Shorewood Illinois. Cameron currently works for State Farm and became a licensed insurance broker last year. Cameron plans to work in medical sales after graduation.

Joshua Yonker is a senior marketing major from West Dundee, IL. Joshua will be working as a consultant for the Sigma Phi Epsilon Fraternity as a regional director upon graduation. He hopes to bring that consulting experience into the medical sales field in the near future.

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