| dc.description.abstract | Despite Brazilians’ huge passion for football, attendance levels at local league games are
often remarkably low. As more spectators at the games positively affect all of a clubs’
sources of income, clubs should have a clear interest in increasing attendances at their home
games. This thesis identifies the underlying reasons for the low attendance levels and
deduces recommendations for clubs to improve attendances at their home games. Using the
widely popular consumer decision making process as a basis, a fan decision making process
is developed by enriching and adapting the original model with findings from relevant
football management literature. Thereby relevant factors affecting fans in their match
attendance decision are identified. Case examples from European football leagues and
relevant literature furthermore allow the deduction of best practices on these factors. A
quantitative analysis using data from the 2015 Campeonato Brasileiro Série A (CBSA)
confirms most of the previously identified factors for the case of Brazilian football.
Comparing CBSA clubs’ current performance to the best practices deduced regarding the
relevant factors affecting fans’ decision making process then allows the detection of the
deficits and shortcomings of the clubs’ current approaches, which can serve as an
explanation for the low attendance levels at CBSA games. The complete lack of information
on ticket sales, the severely reduced opportunity to purchase tickets as well as high ticket
prices that exclude substantial parts of the clubs’ target groups from attending the games are
identified as the main reasons for the low attendances. Other less severe factors are related to
clubs’ pricing strategies, the infrastructure of stadiums or the communication measures used
to address fans. Based on these finding, concrete recommendations are deduced on how
Brazilian clubs can effectively increase attendances at their home games in the future. | nb_NO |
