An investigation into the sales and marketing techniques of subscription based televised entertainment: A case study of high profile sporting events.

Student, A. (2015) An investigation into the sales and marketing techniques of subscription based televised entertainment: A case study of high profile sporting events. Undergraduate thesis, University of Chichester.

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Abstract

This research project explored the differences between Sky and BT Sports
through a comparative study between the two companies, looking at
customers’ attitudes towards subscriptions, and how they related to the
decision to sign up to the subscription. This research aimed to evaluate the
factors impacting the marketing techniques of subscription based televised
entertainment.
A mixed method data collection approach was adopted, looking at the
analysis of secondary data, and primary data collected for this research
project. A questionnaire was designed and distributed to both Sky and BT
customers to assess the factors affecting purchasing subscriptions, and the
impacts of the marketing techniques used by these companies to entice
purchasing subscriptions. Lastly, interviews were conducted with existing Sky
and BT customers to develop the research further.
Results showed that other influences must be taken into account when
making the decision of becoming a sports television subscription customer,
such as price, available income, family influences, and the quality of services
and selection provided by the both Sky and BT Sports.
Overall, the sales and marketing techniques of subscription based televised
entertainment have been established through the intended research
objectives. Customer attitudes towards high profile sporting subscriptions and
how their attitudes translate to an uptake in subscriptions have been
highlighted. Recommendations to increase customer subscriptions have been
highlighted throughout this chapter. Therefore, all research objectives set
have been achieved, through successful primary and secondary research and
data collection, and are reinforced, supported and reflect previous academic
literature and research.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Business
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure > GV557 Sports
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HG Finance
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Steve Bowman
Date Deposited: 29 Jul 2015 11:12
Last Modified: 13 Aug 2015 13:44
URI: http://eprints.chi.ac.uk/id/eprint/1457

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