RESEARCH ON CONSUMER MARKET SEGMENTATION OF SPORTS CHARACTERISTIC TOWNS IN CHINA BY STP THEORY

Abstract

 The objective of this research was to investigate the needs of consumers in small towns with sports characteristics, to analyze the factors that affect consumers' participation in sports towns, to subdivide sports characteristic town consumer market.

The mixed research methodology was used by conducting quantitative and qualitative research. Questionnaires and interviews were used as study tools. The validity test was evaluated using the project-objective agreement index (IOC), with a final IOC mean of 0.936.The questionnaire's confidence factor of the questionnaire were .951, which used a total of 401 samples. Data analysis used with a computer program (SPSS) on the frequency distribution, Descriptive statistical analysis, factor analysis.