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Motivations of first-time marathon runners in India: a factor-cluster segmentation
by Mohita Maggon
International Journal of Indian Culture and Business Management (IJICBM), Vol. 17, No. 3, 2018


Abstract: Marathon running has emerged as a mass sport across the world and India is no exception to it. Despite the fact that marathon running is a significant leisure activity in India, there is no study to segment Indian marathon runners by motivation. To address the growing interest of marketers in sports, the purpose of this paper is to examine the motives of marathon runners and to develop market segments. This was achieved through an online survey of runners. SPSS software was used to analyse collected data. First, factor analysis was conducted; followed by hierarchical cluster analysis. The cluster analysis suggested profiles of runners and they were segmented into two clusters-fitness seekers and personal achievers. Implications for future research and event managers are discussed based on the findings. The findings can help event managers to plan and execute marathons more efficiently. Marathon trainers can also get insights from suggestions to develop better marketing strategies to attract and retain runners. This is the first study that segments Indian marathon runners and categorises their behaviours and demographics.

Online publication date: Wed, 08-Aug-2018


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