Segmentation of Rugby Spectators:

Use of Two-Step Cluster Analysis

Abstract

The popularity of rugby has increased over the last few years due to the success of the Japanese national team and the hosting of an international event. This study targeted the rugby spectator market, which is assumed to be becoming more complex in the face of the opportunity to expand the fan base. To reaffirm the effectiveness of market segmentation for sport consumers, the study aimed to explore spectator segments using cluster analysis. Furthermore, the attributes, spectating behavior, and future spectator behavioral intentions were examined for each identified cluster. Questionnaire surveys were administered in the stadium to spectators who attended rugby games, obtaining a valid sample of 3,140. Two-Step cluster analysis using variables related to past sports-related experience, knowledge, and reasons for watching the game revealed five valid clusters. Each cluster had different characteristics in terms of demographic attributes, spectating behavior, and future behavioral intentions, suggesting the potential usefulness of this approach for marketing strategies in the sport spectator market.