Purpose: The purpose of this study is to propose a promotional strategy for K League club merchandising products to enhance the profit structure of the clubs.
Method: A mixed-method approach was used, combining quantitative and qualitative data. Following Creswell’s (2014) explanatory sequential design, the first phase measured the importance and satisfaction levels of product purchase decision factors and social media information characteristics that K League clubs use to communicate product information to fans. The analysis employed Importance-Performance Analysis (IPA) Matrix by Martilla and James (1977). Based on these results, in-depth interviews were conducted with club employees.
Results: First, the IPA analysis of purchase decision factors for the product revealed the following quadrants: 1st quadrant (quality, emblem, design), 2nd quadrant (price), 3rd quadrant (function, advertising, selling location, scarcity), and 4th quadrant (friendliness of sales staff). Second, the IPA analysis of the information characteristics of social media identified these quadrants: 1st quadrant (simplicity, accuracy), 2nd quadrant (timeliness), 3rd quadrant (interactivity), and 4th quadrant (playfulness and reliability). Third, in-depth interviews focusing on factors within the 2nd quadrant revealed a cycle of challenges stemming from insufficient marketing budgets and limited authority for staff, which impacted pricing. Additionally, limited staff authority and a shortage of personnel managing social media affected timeliness.
Conclusion: To improve the current marketing landscape, a strategic focus on attracting “fans with purchasing power” is necessary. Expanding social media management personnel and developing targeted strategies that align with the unique characteristics of each channel are recommended.