Understanding the Role of Partition Pricing Vs All Inclusive Pricing on Consumer Behaviour and Purchase Intention of Eredivisie Football Tickets

Abstract

Research question: This study investigates the impact of partitioned pricing versus all-inclusive pricing on consumer perceptions and purchase intentions for Eredivisie football tickets. The

research addresses a gap in understanding how pricing strategies affect consumer behavior in

emotionally charged sports markets, particularly within European football contexts where fan

loyalty and team identification play crucial roles in purchasing decisions. Research methods: A

cross-sectional survey design was employed using a simulated football ticket purchase scenario.

The study utilized non-probability convenience sampling, collecting data from 139 Eredivisie

football fans across various social media platforms and online survey exchanges. Participants

were randomly assigned to either partitioned pricing (base price + 10% service fee) or all-

inclusive pricing scenarios, with constructs measured using validated multi-item scales on 7-

point Likert scales. Results and findings: The findings indicate that partitioned pricing

significantly increases customer frustration (t(137) = 2.184, p = 0.031). However, no

statistically significant effects were found on customer satisfaction, perceived price fairness, or

purchase intentions. Team identification emerged as a robust predictor of purchase intentions

(p = 0.005), with the regression model explaining 11% of the variance in purchase intentions.

Implications: The moderating effect of team identification suggests that hedonic aspects of

fandom can outweigh pricing concerns in shaping football ticket purchase intentions. These

findings highlight the need to integrate emotional and psychological factors with traditional

economic theories when developing pricing strategies in sports markets, particularly suggesting

that fostering fan loyalty may help mitigate negative responses to less favorable pricing

structures.