ABSTRACT
This chapter explores which consumer group had the highest number of people related to baseball and who among those would participate more actively in baseball through a particular marketing activity in the future. Most of the Incheon SK fans that participate in the games could be said to be careful and economical consumers. Baseball maniacs are undoubtedly people who are into baseball but they do not actively go to the stadium. Incheon SK fans come to the stadium depending on game results and marketing activities, such as the distribution of discounted tickets. In marketing, consumer groups are normally categorized by loyalty or degree of interest. The chapter traces that knowing the consumer's psychology comes first regardless of what item has to be promoted, whether it is a product, a sports game, a cultural event, or planning a marketing strategy. It is possible that an investigation in consumer psychology is like seeking the creation of new consumer behavior.
