The Effectiveness of Sports Marketing Amongst Different Age Groups in Delhi NCR and Aurangabad

International Journal of Economics and Management Studies

© 2023 by SSRG - IJEMS Journal

Volume 10 Issue 8

Year of Publication : 2023

Authors : Rishi Sai Kattunga

10.14445/23939125/IJEMS-V10I8P104

How to Cite?

Rishi Sai Kattunga, "The Effectiveness of Sports Marketing Amongst Different Age Groups in Delhi NCR and Aurangabad," SSRG International Journal of Economics and Management Studies, vol. 10,  no. 8, pp. 21-31, 2023. Crossref, https://doi.org/10.14445/23939125/IJEMS-V10I8P104

Abstract:

Marketing creates a sense of urgency and importance around a product by highlighting a specific need or desire in consumers. This motivates consumers to make a purchase, viewing your product as a necessary and valuable addition to their lives. There are various ways through which marketing is carried out in Outdoor Marketing, Print Marketing, Digital Marketing, and Sports Marketing. The sports industry is growing rapidly, attracting billions of followers worldwide. This provides a great platform for brands to promote their products and reach large masses worldwide simultaneously. Sports marketing is becoming one of the most effective forms of marketing, thus making it important to study. The present study aims to assess the effectiveness of sports marketing. It was carried out using a sample group of three age groups belonging to the upper socio-economic background from Delhi NCR and Aurangabad, India. It was found that cricket is the most popular sport in India. Out of the sample group, the majority of people have used a product as a result of watching a sport, which proves that smart marketing is an effective tool for marketing; however, other factors such as brand reputation, pricing, accessibility, and customer loyalty may also play a crucial role in influencing consumer behaviour.

Keywords:

Delhi NCR - Aurangabad, Digital marketing, Sports marketing, Cricket, Socio-economic background.

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