Consciousness of Spending on Children's Sports Activities in a Community Sports Club in Japan: Clarifying Parents' Internal Reference Price

Yoshifumi Bizen, Keisuke Kishida, Shoji Nogi, Koji Kawakami and Hisashi Yoshida
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Yoshifumi Bizen: Department of Health and Physical Education, Kokugakuin University, Yokohama, Japan
Keisuke Kishida: Graduate School of Physical Education, Tenri University, Tenri, Japan
Shoji Nogi: Graduate School of Physical Education, Tenri University, Tenri, Japan
Koji Kawakami: Graduate School of Physical Education, Tenri University, Tenri, Japan
Hisashi Yoshida: Graduate School of Physical Education, Tenri University, Tenri, Japan

International Journal of Asian Business and Information Management (IJABIM), 2018, vol. 9, issue 1, 13-22

Abstract: In recent years, comprehensive community sports clubs have offering several kinds of sports classes for children. However, there are no clear criteria about the prices charged for these classes. At the same time, to meet members' satisfaction levels, it is very important for managers of comprehensive community sports clubs to understand the fair value of the classes. The purpose of this article is to clarify parents' internal reference price of the monthly fee for their children's sports activities through price sensitivity measurement. As a part of the research, a survey of parents whose children participate in sports classes at the comprehensive community sports clubs was conducted. Over a period of two weeks, 327 questionnaires were distributed and 219 were collected. The results revealed that the range of acceptable price is between 3,372 yen and 5,212 yen, and that a price range between 3,372 yen and 4,672 yen is considered affordable.

Date: 2018
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