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. UNSPECIFIED thesis, UNSPECIFIED.

View this record at http://eprints.chi.ac.uk/1457/

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
Keywords: GV557 Sports, HC Economic History and Conditions, HG Finance
Members: University of Chichester
Depositing User: ULCC Admin
Date Deposited: 08 Nov 2016 13:00
Last Modified: 08 Nov 2016 13:00
URI: http://collections.crest.ac.uk/id/eprint/11871

Actions (login required)

Edit Item Edit Item