Consumer behaviour and language: A study of the spectators of the Montreal Canadiens and Montreal Alouettes (Quebec).

This study was undertaken to investigate whether differences exist between the motivations of English, French, and bilingual-speaking spectators to attend professional sporting events in Montreal, and to examine whether they have different demographic profiles. The researcher also investigated the differences that exist between spectators who attend professional hockey and those who attend professional football games. The Spectator Attendance Questionnaire (SAQ) was developed to study and measure the problem. In all, 581 fans were surveyed from those in attendance at a Montreal Canadiens hockey game (n = 306) and a Montreal Alouettes football contest (n = 275). Subjects were asked to rate the importance of 35 attendance factors on their decision to attend that game. Attendance factors were classified along the five P\u27s of the marketing mix, namely: product, price, place, promotions, and public relations. A five-point Likert Scale was used to score the SAQ. Various demographic data were also collected. (Abstract shortened by UMI.) Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis2003 .S93. Source: Masters Abstracts International, Volume: 42-01, page: 0080. Adviser: James Weese. Thesis (M.H.K.)--University of Windsor (Canada), 2003