Title: A demographic and behavioural profile and comparison of customers attending Grand-Am, IndyCar and NASCAR Weekends at Watkins Glen International

Authors: Daniel DePerno, Kevin Heisey, Peter Han, Chang-Ki Bahng

Addresses: Studio West Building, P.O. Box 2000, Cortland, NY 13045, USA. ' Studio West Building, P.O. Box 2000, Cortland, NY 13045, USA. ' Studio West Building, P.O. Box 2000, Cortland, NY 13045, USA. ' Studio West Building, P.O. Box 2000, Cortland, NY 13045, USA

Abstract: This is a pilot study for a planned multi-year customer relationship management marketing research project designed to profile and compare the fan base of Watkins Glen International (WGI) at three separate weekends in three major motorsports series. WGI is a road course racetrack on the National Association for Stock Car Auto Racing|s (NASCAR) Sprint Cup and Nationwide Series, the IndyCar Series and the Grand American Road Racing Association|s (Grand-Am) Rolex Series. Through live, onsite surveys administered and compiled during race weekends in each series, it is the goal of this study to first profile and then compare the customer demographics and behaviour patterns in each series. Quantitative data was collected via 20-question written onsite surveys given in-person to fans at each race weekend.

Keywords: motorsports; sport marketing; NASCAR; IndyCar; Grand-Am; Watkins Glen International; race tracks; fans survey; customer relationship management; CRM; demographics; behaviour; profile; comparison; data; motor sport; motor racing; fan base.

DOI: 10.1504/IJSMM.2010.033947

International Journal of Sport Management and Marketing, 2010 Vol.8 No.1/2, pp.30 - 48

Published online: 05 Jul 2010 *

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