The purpose of this study was to analysis on consumer behaviors of spectators in korean professional basketball game for establish basis on more segmented sports marketing strategy. The t-test and ANOVA were used for data analyzing and the results were as follows; First, in game situation according to sex, fun of game, team style and special record were showed significant difference, and in stadium equipment, incidental equipment and guide sign were showed significant difference. About the ticket, ticket price was showed significant difference. Second, in game situation according to age, team style and special record were showed significant difference, and in stadium equipment, parking lot, cleaning stadium, score board, and stadium lobby were showed significant difference. About public relation, the public relation of team and the public relation of newspaper and news were showed significant difference.

The purpose of this study was to analysis on consumer behaviors of spectators in korean professional basketball game for establish basis on more segmented sports marketing strategy. The t-test and ANOVA were used for data analyzing and the results were as follows; First, in game situation according to sex, fun of game, team style and special record were showed significant difference, and in stadium equipment, incidental equipment and guide sign were showed significant difference. About the ticket, ticket price was showed significant difference. Second, in game situation according to age, team style and special record were showed significant difference, and in stadium equipment, parking lot, cleaning stadium, score board, and stadium lobby were showed significant difference. About public relation, the public relation of team and the public relation of newspaper and news were showed significant difference.