A Pricing Tool Development for Football Tickets

• Autor(a) principal: Ribeiro, Rodolfo
• Data de Publicação: 2021
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/6322
• topic: Demand Forecasting; Pricing; Football; Previsão de Demanda; Precificação; Futebol

An organization’s demand depends on environments conditions and it’s competitiveness. In the researched object in this article – football matches – was observed that regression models were the main method applied to explain demand variability. In researched literature, consolidated models, and not focused on one specific team, were more often applied. Football teams are monopolists on their demand and knowing their demand function would allow them to set better prices to extract consumer surplus when the club it concerns to club’s interest. High variability (elevated standard deviation) and relationship among variables brings a lot of challenges to pricing definition for football tickets, due to higher demand associated with higher prices, contradicting expected demand function. The objective of this article is to present a pricing tool development for football tickets to a specific football club. Our methodological approach begins with determining match’s importance (i), wich best fits with price and demand. Final model contains twelve different i values and other ten independent variables. It’s r² was sensibly higher when compared to researched literature aobout the object. Contributions to management goes from better forecasting expenses related to match operation (employees and other services), better incentives to raise demand and higher assertiveness in transferring matches to other stadium or city.