Factors Influencing Consumer Purchases Of Auxiliary Items In Entertainment Venues

This study examines factors that contribute to an individual’s decision to make purchases inside collegiate football stadiums. Specifically, this study focuses on the relationship between industry standard elevated prices for auxiliary items, such as concessions and merchandise, and the consumers’ willingness to pay elevated rates for these items. Results are mixed, but suggest that game and environmental factors, as well as gender, contributed to higher willingness to pay. Results also indicated that consumption of alcoholic beverages before a game is very likely, and that regardless of alcohol consumption before the game, respondents were still likely to purchase alcohol once inside the stadium.