Abstract
The purpose of this study was to investigate the relative importance of choice attributes in choosing a youth soccer class and to illustrate market segmentation based on the relative importance scores of each choice attribute. Data were collected from 241 users of youth soccer classes and respondents rated the extent to which they prefer 12 scenarios depicting fictional youth soccer classes. The results of conjoint analyses revealed that program was the most important choice factor, followed by administration (or ownership), instructors, and facilities. In addition, based on a cluster analysis and chi-square tests, four market segments were identified and labeled ‘administration-counts’, ‘instructor-focused’, ‘facility-prioritized’, and ‘program-oriented’.
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