Mapping of Intercollegiate Sports Relative to Selected Attributes as Determined by A Product Differentiation Strategy

This study used a product differentiation strategy to identify the unique attributes inherent in selected intercollegiate sports and their positions relative to underlying factors of those attributes as perceived by university students. Data were factor analyzed to recover subjects' assumptions; gender differences were subsequently found. Multidimensional scaling technique was used to derive perceptual maps for each gender group showing the positions of each sport relative to the uncovered factors. The implications of findings for linking specific promotional strategies of the certain sport to the need of college sport consumers were also discussed