Evaluating the Influence of Ticket Pricing on Event Attendance in Katsina Local Government Area, Katsina State
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Ticket pricing is a critical factor influencing event attendance, shaping both the audience's perception of value and their willingness to participate. The pricing strategy must strike a balance between affordability for the target audience and profitability for event organizers (Ahmed & Suleiman, 2023). In Katsina Local Government Area, ticket pricing has been a contentious issue, with some events experiencing low attendance due to high costs, while others fail to cover expenses due to underpricing. This study examines the influence of ticket pricing on event attendance in Katsina LGA, exploring the relationship between pricing strategies, audience demographics, and event success.
1.2 Statement of the Problem
Event organizers in Katsina LGA often face challenges in setting ticket prices that align with audience expectations and financial goals. High prices may deter potential attendees, while low prices can compromise event quality and financial viability. Despite its significance, there is limited research on the impact of ticket pricing on attendance within the LGA, leaving a gap in understanding how to optimize pricing strategies. This study addresses this gap by evaluating the influence of ticket pricing on event attendance and offering recommendations for effective pricing.
1.3 Objectives of the Study
1. To examine the impact of ticket pricing on event attendance in Katsina LGA.
2. To identify factors influencing ticket pricing decisions.
3. To recommend strategies for optimizing ticket pricing to improve attendance.
1.4 Research Questions
1. How does ticket pricing affect event attendance in Katsina LGA?
2. What factors influence ticket pricing decisions?
3. What strategies can optimize ticket pricing for better attendance?
1.5 Research Hypotheses
1. H1: Ticket pricing significantly influences event attendance in Katsina LGA.
2. H2: Factors such as audience demographics and event type affect ticket pricing decisions.
3. H3: Optimized pricing strategies improve attendance and event profitability.
1.6 Significance of the Study
This study provides insights into the relationship between ticket pricing and event attendance, offering practical recommendations for event organizers in Katsina LGA. By addressing pricing challenges, the research aims to enhance event planning and profitability while ensuring greater audience satisfaction and participation.
1.7 Scope and Limitations of the Study
The study focuses on ticket pricing and its impact on event attendance within Katsina LGA. It does not extend to other factors influencing attendance or regions outside the selected LGA.
1.8 Operational Definition of Terms
1. Ticket Pricing: The cost assigned to event tickets for audience entry.
2. Event Attendance: The number of participants or attendees at an event.
3. Pricing Strategy: The approach used by organizers to set ticket prices based on various factors.
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