Economic Environment as a Predictor of Effective Sport Marketing in Nigeria

Abstract

Economic environment which is influenced by the per capita earning of individuals that determines how they respond to the sport product was hypothesized to be a predictor of effective sport marketing. The target population comprised of employed coaches, athletes, sports psychologists, sports journalists, workers in corporate and private organizations with sport concerns in educational institutions and Departments involved in educating persons in sports disciplines. The study employed the descriptive survey research method of the ex-post facto research design while the purposive multi-stage random sampling technique was used to select a sample of 674 respondents from the target population. A self structured 47-item questionnaire whose construct validity was ascertained using the factor analysis and a reliability index of 0.87 at p<0.05 determined with the Cronbach Coefficient Alpha was the instrument used. Multiple regression analysis of the data generated revealed that the Nigeria economic environment would significantly predict effective sport marketing.

Key words: Sport Market Mix, Economy, Stakeholders, Sports Development Plan.