A MARKET ANALYSIS TO ASSESS THE POTENTIAL FOR BASEBALL IN INDIA
TEJAS S R
FINAL THESIS REPORT
APRIL 2024
DEDICATION
This thesis is dedicated to the game of baseball—a sport that embodies the spirit of
perseverance, teamwork, and the relentless pursuit of excellence. It is a tribute to all those who
have influenced my journey both on and off the field.
To my family, for their unwavering support and sacrifice that allowed me to chase my
dreams with a bat in hand and determination in my heart. To my teammates, who stood by me
like steadfast teammates, offering camaraderie and support through wins and losses alike. Your
friendship has been a constant source of strength and motivation. This dedication goes out to
the entire baseball community—coaches, teammates and opponents who share a profound love
for the game. This thesis is not just a scholarly pursuit but a homage to the lessons learned, and
the challenges overcome in the pursuit of greatness, both on the diamond and in the realm of
academia.
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ACKNOWLEDGEMENTS
The journey to completing this thesis has been a profound learning experience, and it would
not have been possible without the support and encouragement of many. I am deeply grateful
to several individuals whose contributions have been invaluable.
Primarily, my heartfelt thanks go to my wife, Shruthi, for her unwavering support,
patience, and understanding throughout this process. Your strength and love have been my
guiding light, making every challenge surmountable. I owe a debt of gratitude to my parents,
Anitha and Ravi, whose sacrifices have paved the way for my achievements. Your endless
love, wisdom, and encouragement have been the foundation upon which I have built my
aspirations. To my coach, close friends and well-wishers thank you for being my sounding
board and for the countless moments of relief you provided during this demanding journey.
Your friendship has been a source of joy and strength, reminding me of life beyond academia.
I extend my sincere appreciation to Dr. Sandip Sane, my thesis supervisor, for his
invaluable guidance, patience, and expertise. Your mentorship has been instrumental in
shaping both this thesis and my academic growth. Your commitment to excellence and your
belief in my potential have been crucial to my success. I would also like to thank the faculty
members and staff of the department in Liverpool John Moores University for their assistance
and for providing an enriching academic environment. Your support has been essential in
navigating the complexities of research and academic life.
To all who have directly or indirectly contributed to my research and this thesis, your
roles have been pivotal. This acknowledgment extends to you all, as a token of my appreciation
for your part in this academic journey.
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ABSTRACT
This thesis explores the potential for introducing and popularizing baseball in India, a nation
influenced by cricket and other traditional sports. Despite the global popularity of baseball, its
market feasibility and consumer acceptance in India remain unexamined. This study aims to
fill this gap by evaluating the market dynamics, consumer preferences, and strategic
frameworks necessary for baseball's successful introduction into the Indian sports landscape.
Employing a mixed-methods approach, the research synthesizes data from extensive
literature reviews, market analysis reports, consumer surveys, and interviews with sports
management professionals. The literature review highlights the global status of baseball,
focusing on its historical growth trajectories in regions like India and examining the factors
contributing to its success or failure. It also provides a comparative analysis with cricket,
identifying potential synergies and barriers to baseball's acceptance among Indian audiences.
The research identifies several critical factors influencing the potential success of
baseball in India, including cultural compatibility, infrastructure availability, and the role of
media and marketing in shaping public perception. Furthermore, it delves into the strategic
implications of global sports management practices, drawing parallels with the Indian context
to propose a tailored approach for market entry. Findings suggest a significant interest in
diverse sports among India's younger demographics, driven by increased international
exposure and a growing appetite for new sports experiences. However, challenges such as
limited infrastructure, the need for grassroots development programs, and competition with
established sports like cricket pose considerable barriers to baseball's widespread adoption.
Strategically, the thesis proposes a multi-faceted approach to introducing baseball in
India, emphasizing the importance of localized marketing strategies, partnerships with
educational institutions for talent development, and leveraging digital platforms for
engagement and fan base growth. Policy recommendations focus on government and private
sector collaboration to develop necessary sports infrastructure and promote baseball as an
inclusive, accessible sport.
Conclusively, the thesis presents a comprehensive framework for assessing the
potential for baseball in India, offering insights into market dynamics, consumer behavior, and
strategic entry points. It contributes to the broader discourse on sports globalization, providing
a roadmap for introducing international sports into new markets.
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LIST OF TABLES
Table 1: Demographic Analysis of Survey Respondents ...................................................... 38
Table 2: Barriers for adoption of Baseball ........................................................................... 42
Table 3: Influence of celebrities and Sports Influencers by Age Group ................................ 50
Table 4: Influence of international success of Indian baseball teams by Age Group ............. 51
Table 5: Influence of Celebrities and Sports Influencers by Occupation .............................. 52
Table 6: Chi-Square Test Results ........................................................................................ 63
Table 7: Chi-Square Test on Familiarity with Baseball and Interest in Future Events .......... 64
Table 8: Scale of Numeric Encoding ................................................................................... 65
Table 9: Correlation Coefficient and P-value ....................................................................... 65
Table 10: Hypothesis of Positive Perception of Baseball Among Young Adults .................. 70
Table 11: Hypothesis of Correlation Between Familiarity and Openness to Baseball ........... 70
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LIST OF FIGURES
Figure 1: Demographic Response Split ................................................................................ 35
Figure 2: Interest in Baseball by Age Group ........................................................................ 36
Figure 3: Occupation Distribution ....................................................................................... 37
Figure 4: Baseball Playing Experience ................................................................................ 37
Figure 5: Distribution of Interest in Baseball ....................................................................... 39
Figure 6: Distribution of Familiarity Levels ........................................................................ 40
Figure 7: Appealing Aspects of Baseball ............................................................................. 41
Figure 8: Perceived barriers to participate or follow Baseball .............................................. 42
Figure 9: Frequency of Keywords in Recommendations ...................................................... 45
Figure 10: Influence of Social Media on Interest in Baseball ............................................... 47
Figure 11: Interest in Future Baseball Events ...................................................................... 48
Figure 12: Impact of Cultural and Social Factors on Baseball Popularity ............................. 49
Figure 13: Thematic Analysis Mind Map ............................................................................ 53
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LIST OF ABBREVIATIONS
IPL………….
Indian Premier League
LDA…………
Latent Dirichlet Allocation
MLB………...
Major League Baseball
MLS………...
Major League Soccer
NBA………...
National Basketball Association
NPB…………
Nippon Professional Baseball
OLS…………
Ordinary Least Squares
SWOT……...
Strengths, Weaknesses, Opportunities, Threats
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TABLE OF CONTENTS
Dedication............................................................................................................................. 2
Acknowledgements ............................................................................................................... 3
Abstract ................................................................................................................................ 4
List Of Tables ....................................................................................................................... 5
List Of Figures ...................................................................................................................... 6
List Of Abbreviations ............................................................................................................ 7
1.
Introduction ............................................................................................................. 12
Background of the Study...................................................................................... 12
Problem Statement ............................................................................................... 13
Aims and Objectives ............................................................................................ 15
Research Questions and Hypothesis ..................................................................... 16
Scope of the Study ............................................................................................... 17
Significance of the Study ..................................................................................... 19
2.
Literature Review .................................................................................................... 21
2.1
Global Popularity of Baseball .............................................................................. 22
2.2
Sports Market Dynamics in India ......................................................................... 23
2.3
Role of Sports Analytics in Market Strategy ........................................................ 24
2.4
Consumer Behavior in Sports .............................................................................. 25
2.5
Policy and Infrastructure Influence ...................................................................... 25
2.6
Impact of Sports Ecosystem and Grassroot Development ..................................... 27
3.
Research Methodology ............................................................................................ 29
3.1
Research Design .................................................................................................. 29
3.1.1
Quantitative Research ...................................................................................... 29
3.1.2
Qualitative Research ........................................................................................ 30
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3.2
Data Collection .................................................................................................... 30
3.2.1
Interview Guidelines and Sampling Strategy .................................................... 31
3.2.2
Survey Design and Sample Selection ............................................................... 31
3.2.3
Summary of Data Collection Approach ............................................................ 31
3.3
Data Analysis ...................................................................................................... 32
3.3.1
Quantitative Analysis ....................................................................................... 32
3.3.2
Qualitative Analysis ......................................................................................... 32
3.3.3
Integration of Findings ..................................................................................... 33
3.4
Ethical Considerations ......................................................................................... 33
3.5
Limitations of Methodology ................................................................................ 34
4.
Analysis .................................................................................................................. 35
4.1
Demographic Analysis ......................................................................................... 35
4.1.1
Age Group Distribution ................................................................................... 35
4.1.2
Current Occupation Distribution ...................................................................... 36
4.1.3
Baseball Playing Experience ............................................................................ 37
4.2
Interest and Awareness Levels ............................................................................. 39
4.3
Perceived Barriers to Adoption ............................................................................ 41
4.4
Strategic Opportunities for Baseball Introduction ................................................. 43
4.4.1
Topic Modelling Analysis ................................................................................ 43
4.4.2
Interpretation of Topic Modelling Analysis ...................................................... 44
4.4.3
Keyword Frequency ......................................................................................... 45
4.4.4
Sentiment Analysis .......................................................................................... 46
4.5
Consumer Behavior ............................................................................................. 46
4.5.1
Influence of Social Media ................................................................................ 46
4.5.2
Interest in Future Baseball Events .................................................................... 48
4.5.3
Impact of Cultural and Social Factors .............................................................. 48
4.5.4
Key Factors for Growth ................................................................................... 50
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4.6
4.6.1
Top Codes ....................................................................................................... 52
4.6.2
Top Themes ..................................................................................................... 53
4.6.3
Expansion of Themes ....................................................................................... 54
4.7
4.7.1
4.8
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Thematic Analysis ............................................................................................... 52
Integration of Findings ......................................................................................... 58
Integrated Insights............................................................................................ 58
SWOT Analysis ................................................................................................... 59
4.8.1
Strengths .......................................................................................................... 59
4.8.2
Weaknesses ..................................................................................................... 60
4.8.3
Opportunities ................................................................................................... 60
4.8.4
Threats ............................................................................................................. 61
Results And Discussions ............................................................................................... 62
5.1
Overview of Key Findings ................................................................................... 62
5.1.1
Interpreting the R-Squared Value ..................................................................... 62
5.1.2
Interpreting the Chi-Squared Test .................................................................... 63
5.1.3
Results of Correlation Analysis ........................................................................ 65
5.1.4
Regression Analysis on Search Interest for Baseball in India............................ 66
5.1.5
Key Results and Discussions ............................................................................ 68
5.2
5.2.1
5.3
Interest and Market Potential ............................................................................... 70
Hypothesis Analysis......................................................................................... 70
Strategic Framework for Baseball Promotion ....................................................... 72
5.3.1
Infrastructural Development............................................................................. 72
5.3.2
Policy Recommendations ................................................................................. 72
5.3.3
Addressing Identified Challenges ..................................................................... 73
5.3.4
Leveraging Technology for Engagement .......................................................... 73
5.4
5.4.1
Policy Implications .............................................................................................. 74
Key Insights for Strategic Engagement ............................................................ 74
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6
5.4.2
Recommendations for Stakeholders ................................................................. 74
5.4.3
Creating a Conducive Environment .................................................................. 75
Conclusions And Recommendations ............................................................................. 76
6.1
Recap of Objectives, Findings, and Implications .................................................. 76
6.1.1
Recap of Objectives ......................................................................................... 76
6.1.2
Key Findings and Strategic Implications .......................................................... 77
6.2
Practical Applications .......................................................................................... 77
6.2.1
For Policymakers ............................................................................................. 78
6.2.2
Educational Programs ...................................................................................... 78
6.2.3
For Sports Management Groups ....................................................................... 78
6.2.4
Talent Development Pathways ......................................................................... 78
6.2.5
For Baseball Associations ................................................................................ 79
6.3
Study Limitations ................................................................................................ 80
References .......................................................................................................................... 81
Appendix ............................................................................................................................ 88
Appendix 1 - Research Proposal ...................................................................................... 88
Appendix 2 - Ethics form ................................................................................................ 88
Appendix 3 – User Interview Questionnaire .................................................................... 88
Appendix 4 – Survey Questionnaire ................................................................................ 88
Appendix 5 – Survey Response Raw Data ....................................................................... 88
Appendix 6 – Google Survey Screens .............................................................................. 88
Appendix 7 – Raw Data Analysis using Python ............................................................... 88
Appendix 8 – Understanding Statistical Tests .................................................................. 88
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1. INTRODUCTION
In an era where globalization has blurred the lines between local and global sports cultures, the
exploration of baseball's potential in India represents a compelling study of cultural integration,
economic opportunity, and sports development. While cricket reigns supreme in India's
sporting landscape, the global appeal of baseball, coupled with India's burgeoning youth
demographic and increasing digital connectivity, presents an unprecedented opportunity for
diversifying the country’s sports offerings (Singh & Singh, 2022).
Sports in India is at an intriguing crossroads, where traditional games like cricket and
kabaddi continue to dominate public interest, yet there is an emerging curiosity and openness
towards exploring international sports (Decathlon, 2022). As India continues to emerge as a
global economic and cultural powerhouse, its sports market evolution offers a unique canvas
for the introduction of baseball. This thesis not only explores the feasibility of such an effort
but also seeks to lay the groundwork for future research and practical implementations in sports
globalization efforts (Fidler, 2000).
A mixed-method approach, incorporating both qualitative and quantitative analyses,
serves as the foundation for this investigation. Surveys, interviews, and case studies of other
sports' introduction in similar markets provide a multi-dimensional view of baseball's potential
entry strategies into India.
Background of the Study
India's sporting landscape is as diverse and complex as its cultural heritage, encompassing a
wide range of traditional and modern sports that reflect the country's rich history and dynamic
present. Historically, sports in India have not only served as a means of physical fitness and
entertainment but also played a significant role in the cultural and social fabric of the society
(Sadasivan, 2023). Traditional sports like Kabaddi, Kho-Kho, and wrestling are deeply rooted
in India, highlight the indigenous athletic spirit and community engagement. However, the
onset of globalization in the late 20th century initiated a transformative shift in the Indian sports
domain, ushering in an era of increased exposure to and adoption of global sports (Rumford,
2007).
Cricket, introduced by the British, is a prime example of a colonial sport that became
an integral part of India's national identity, dominating the sports culture to such an extent that
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it often shadows other sports, including those traditional to India (Devan, 2012). The
phenomenon of cricket's dominance provides a fascinating backdrop against which the
introduction and acceptance of other global sports, such as football and basketball, can be
examined. These sports have carved their niches, benefiting from globalization, urbanization,
and the proliferation of digital media, creating a more diversified sports culture within the urban
centers of India (Giulianotti & Robertson, 2004). Amidst this evolving sports landscape,
baseball stands out as a globally popular sport with a rich history and cultural significance,
particularly in countries like the United States, Japan, and South Korea, where it is not just a
sport but a significant aspect of the cultural fabric. Originating in the 19th century, baseball
quickly became America's national pastime, with its influence spreading to neighboring
countries and beyond (Kelly, 2007).
The Major League Baseball (MLB) in the United States and Nippon Professional
Baseball (NPB) in Japan are testaments to the sport's economic and cultural impact, with both
leagues contributing significantly to the global sports economy through merchandise sales,
broadcasting rights, and international player exchanges (Métraux, 2016). The global outreach
initiatives of leagues such as MLB have aimed to popularize baseball across continents,
including Europe and Asia, through grassroots programs, international games, and academy
setups. These efforts reflect a strategic move to globalize the sport, recognizing the potential
of emerging markets and the role of sports in bridging cultural gaps (Walton, 2019).
However, in India, baseball remains relatively underrepresented and unexplored,
juxtaposed against a backdrop of a country that is rapidly embracing globalization in various
sectors, including sports. The introduction of baseball into the Indian sports market poses a
unique set of challenges and opportunities, reflecting broader themes of cultural integration,
market dynamics, and the globalization of sports (Maguire, 1999). Understanding the historical
context of sports in India, the global popularity of baseball, and the mechanisms of sports
globalization provides a foundational framework for exploring the potential of baseball in
India. This exploration is critical, given India's burgeoning youth population, increasing digital
connectivity, and a growing appetite for diverse sports experiences, making it a fertile ground
for introducing and integrating global sports like baseball (Johnson et al., 2019).
Problem Statement
In the vast and vibrant tapestry of India's sports culture, where cricket commands an almost
religious fervor and traditional games like kabaddi captivate millions, the introduction of
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baseball presents a unique set of challenges and opportunities. The core dilemma explored in
this thesis revolves around unraveling the intricacies of integrating baseball—a sport with deep
roots in American culture—into the Indian sports ecosystem, a domain where cricket reigns
supreme, and other global sports vie for attention and acceptance (Chaudhary, 2020).
The barriers to baseball's acceptance in India are mixed, encompassing infrastructural
inadequacies, societal preferences, and a general lack of awareness about the sport. Unlike
cricket, which has a well-established infrastructure spanning coaching facility, stadiums, and a
robust grassroots development program, baseball lacks these foundational elements in India
(Bateman & Binns, 2014). The absence of dedicated baseball fields, limited access to quality
equipment, and a dearth of experienced coaches are significant obstacles that hinder the
development of the sport at the grassroots level. Moreover, societal preferences heavily tilted
towards cricket and, to a lesser extent, football, and badminton, pose a formidable challenge.
These sports not only enjoy widespread popularity but also command substantial media
coverage, corporate sponsorship, and governmental support, factors that are crucial for
nurturing talent and building a sports culture (Tinaz & Knott, 2021).
Additionally, the general lack of awareness among the Indian populace about
baseball—the rules, the stars, and its rich history—further complicates its acceptance. Baseball
has yet to make its mark in the Indian sports landscape, where the narrative has been shaped
by cricket's legacy and the recent surge in popularity of football and basketball, thanks to
international leagues and aggressive marketing strategies. Overcoming these barriers requires
a strategic approach that not only addresses the infrastructural and awareness gaps but also taps
into the cultural fabric of India, fostering a connection between the sport and its potential
audience (Khondker & Robertson, 2018).
The potential for cultural integration of baseball into India's sports culture lies in
leveraging the country's increasing globalization, urbanization, and the burgeoning interest
among the youth in exploring international sports. Theoretical frameworks in sports sociology
and globalization suggest that sports can serve as a medium of cultural exchange, fostering
mutual understanding and bridging cultural divides (Bairner, 2015). Drawing from successful
case studies of sports integration in other countries, such as the popularity of baseball in Japan
and Korea, and soccer in the United States, it becomes evident that strategic promotion,
grassroots development, and adaptability to local contexts are key to the successful adoption
of a foreign sport (Giulianotti & Robertson, 2004).
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This thesis posits that for baseball to gain a foothold in India, it must navigate the complex
interplay of cultural preferences, infrastructural challenges, and competition from established
sports. By examining the socio-economic, cultural, and infrastructural factors that could
influence baseball's acceptance and growth, this study aims to provide a nuanced understanding
of the potential pathways for integrating baseball into India's dynamic sports landscape (Sen,
2017). Through a comprehensive analysis that includes examining consumer behavior towards
baseball, assessing the readiness of the existing sports infrastructure, and exploring strategic
marketing and development initiatives, this thesis seeks to address the critical question: Can
baseball carve a niche for itself in the heart of Indian sports enthusiasts, and if so, how? (Funk
et al., 2008)
Aims and Objectives
The primary aim of this thesis is to meticulously evaluate the market potential for baseball in
India, a nation where cricket not only dominates the sports landscape but also deeply influences
the cultural fabric. This overarching goal is dissected into several focused objectives, each
designed to illuminate different facets of baseball's potential integration into Indian society and
the sports market at large.
The main aim is to evaluate the potential market for baseball in a cricket-focused nation.
This involves understanding the cultural, economic, and social factors that could make
baseball a popular sport in India.
To provide actionable insights and strategies for sports organizations, investors, and
marketers considering introducing or expanding baseball in India.
To add valuable knowledge to the fields of sports analytics and market strategy,
particularly in the context of introducing a new sport in a diverse cultural setting like
India.
The primary objective of this research is to evaluate the market potential for baseball in India,
analysing consumer interest, infrastructure readiness, and the competitive landscape of sports
in the country. Here are the remaining objectives.
To identify the primary drivers for baseball's potential growth in India.
To apply business analytics methods to assess market potential and strategize baseball's
expansion in India.
To understand consumer behavior in relation to baseball in the Indian market.
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To analyze the impact of cultural and social factors on the acceptance of baseball in
India.
By pursuing these objectives through the lenses of varied methodologies and theoretical
frameworks, this study aims to contribute significantly to the understanding of how global
sports like baseball can find a foothold in culturally distinct markets like India.
Research Questions and Hypothesis
The journey to explore baseball's market potential in India is guided by key research questions
that seek to uncover the dynamics of consumer interest, the effectiveness of marketing
strategies, and the infrastructural and cultural readiness for the sport's introduction. These
questions are designed to penetrate the core of baseball's viability as a sport in the Indian
context, where cricket looms large in the national psyche, and other sports vie for attention and
resources.
Research Questions
What are the key factors driving the potential growth of baseball in India?
This question aims to identify and understand the various elements that could contribute
to or hinder baseball's popularity and acceptance among Indian audiences. It considers
the broader implications of globalization, digital media's influence, and India's youthful
demographic as potential catalysts for baseball's growth.
How can business analytics be applied to strategize the expansion of baseball in
India?
Here, the focus is on leveraging data and analytics to make informed decisions about
introducing baseball to a new market. This involves analyzing consumer behavior,
market trends, and competitive sports landscapes to craft strategies that are both
effective and culturally sensitive.
What is the consumer behavior patterns regarding baseball in India?
Understanding how potential fans perceive baseball, including their level of awareness,
interest, and willingness to engage with the sport, is crucial. This question delves into
the socio-cultural factors that shape sports consumption behaviors in India.
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Hypotheses
To answer these research questions, the study posits the following hypotheses, each grounded
in a blend of theoretical frameworks and empirical evidence from existing literature on sports
globalization and consumer behavior.
Hypothesis for Primary Data
H1: There is a positive perception of baseball among young adults (aged 18-35) in
India.
The rationale behind this hypothesis is based on global trends showing increased
openness among younger demographics to new and international sports, fueled by
digital connectivity and cultural exchange (Filo et al., 2015).
H2: Awareness of international sports correlates with openness to baseball in
India.
Drawing from diffusion of innovations theory, this hypothesis suggests that exposure
to and awareness of diverse sports can increase receptiveness to baseball. Research
indicates that markets with high consumption of international sports media are more
likely to show interest in adopting new sports (Kelly, 2007).
Hypotheses for Secondary Data
H1: The lack of infrastructure is a major barrier to the growth of baseball in India.
Infrastructure, both physical and organizational, is a critical factor in the development
and acceptance of any sport. This hypothesis is based on the premise that without
adequate facilities, coaching, and institutional support, it will be challenging to cultivate
a baseball culture in India (Bansal, 2023).
By exploring these hypotheses through the lens of my research questions, this study aims to
provide a comprehensive understanding of the market potential for baseball in India, addressing
both the challenges and opportunities inherent in introducing a new sport to a complex and
dynamic market.
Scope of the Study
This research meticulously draws the parameters within which the exploration of baseball's
market potential in India will be conducted. Given the vast and diverse landscape of India's
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population and cultural predilections, the study narrows its focus to urban populace.
Metropolitan areas represent the vanguard of India's rapid urbanization and globalization,
embodying a melting pot of cultures, preferences, and, crucially, a burgeoning interest in global
sports phenomena. These urban locales, characterized by their higher exposure to international
media, diverse population dynamics, and relatively greater disposable income levels, provide
an ideal backdrop against which the acceptance and growth potential of baseball can be
accurately gauged (Cohen, 2023).
Demographically, the study pays particular attention to the youth segment, aged
between 18 to 35 years, a demographic cohort that not only forms a sizeable portion of India's
population pyramid but also exhibits an openness to new experiences and cultural exchanges.
This age group, often at the forefront of digital engagement and cultural trends, is pivotal in
shaping the future sports landscape of India. Factors such as gender, economic status, and
educational background within this demographic are also considered, given their potential
influence on sports consumption patterns and preferences (Singh & Singh, 2022).
The study acknowledges certain inherent limitations that might affect the breadth and
depth of its findings. The focus on urban centres, while strategic, may not fully capture the
nuances of sports culture and acceptance in rural or semi-urban areas, where traditional sports
continue to hold sway. Additionally, the reliance on self-reported data through surveys and
interviews could introduce biases related to self-perception and the social desirability of
responses.
Deliberately, the research confines its exploration to the context of India,
acknowledging the unique cultural, social, and economic fabric that distinguishes it from other
global markets. Within India, the study's scope is further delimited to metropolitan areas,
primarily due to their higher likelihood of cultural receptivity to a sport like baseball. The
choice to focus on the 18 to 35 age demographic is informed by the hypothesis that this group's
global exposure and media consumption patterns make them more likely to embracing baseball.
This clearly defined scope, with its acknowledged limitations and deliberate
delimitations, ensures a focused investigation into the viability of baseball in India's urban
centres and among its youth. By examining the intersections of culture and globalization within
these parameters, the study aims to offer valuable insights into the pathways and challenges of
introducing baseball to a new, dynamic market.
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Significance of the Study
The significance of this study extends beyond the immediate context of introducing baseball
into the Indian sports market, it encompasses broader implications for the fields of sports
management, globalization, and the strategic positioning of sports in emerging markets. By
delving into the challenges and opportunities of popularizing baseball in India, this research
not only fills a crucial gap in existing literature but also provides a comprehensive framework
that stakeholders can leverage to navigate the complexities of sports globalization.
Contribution to Sports Management: This thesis offers invaluable insights into the
strategic considerations required to introduce and establish a new sport within a highly
competitive and culturally rich market. It outlines effective strategies for sports
organizations, investors, and marketers, emphasizing the importance of cultural
adaptation, targeted marketing, and community engagement. The findings from this
study can serve as a blueprint for managing sports ventures in diverse cultural settings,
enhancing the toolkit available to sports management professionals worldwide.
Implications for Sports Globalization: At the heart of this research is the exploration
of how global sports can transcend cultural and geographical boundaries to find
acceptance and popularity in new regions. The study's focus on baseball in India—a
sport with little historical presence in the country—sheds light on the dynamics of
sports globalization, offering a fresh perspective on the factors that influence the global
diffusion of sports. This contributes to a deeper understanding of the mechanisms
through which sports can become vehicles of cultural exchange, fostering global
connectivity and mutual understanding.
Influencing Sports Marketing Strategies: The analysis of consumer behavior, market
potential, and promotional tactics discussed in this thesis provides valuable insights into
the development of effective sports marketing strategies. By identifying the key drivers
of consumer interest and the barriers to sports adoption, the study equips sports
marketers with the knowledge to craft campaigns that resonate with target audiences,
optimize market penetration, and build sustainable fan bases. These insights are
particularly relevant in an era where digital media and online engagement play pivotal
roles in shaping sports consumption patterns.
Informing Policy and Infrastructure Development: Recognizing the critical role of
infrastructure and policy in the development of sports, this study highlights the need for
19
supportive environments that can facilitate the growth of new sports like baseball. The
recommendations provided could inform policymakers and sports authorities in their
efforts to diversify the sports landscape, emphasizing the importance of investment in
sports facilities, coaching programs, and grassroots initiatives. This has the potential to
not only promote the growth of baseball but also contribute to the overall development
of the sports sector in India.
Foundation for Future Research: By offering a comprehensive analysis of baseball's
introduction to the Indian market, this thesis lays the groundwork for future research in
sports globalization and market analysis. It identifies areas that warrant further
investigation, such as the long-term impact of cultural adaptation strategies, the role of
digital media in sports promotion, and the comparative analysis of baseball's growth in
other non-traditional markets. This study thus serves as a starting point for subsequent
inquiries into the complex interplay between sports, culture, and globalization.
In summary, the significance of this study is manifold, touching upon critical aspects of sports
management, globalization, marketing, policy development, and research. Its contributions to
both theory and practice offer a multi-dimensional view of sports introduction in new markets,
providing valuable insights for academicians, practitioners, and policymakers engaged in the
global sports industry.
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2. LITERATURE REVIEW
The globalization of sports has led to the introduction and adoption of various international
sports across diverse cultures and regions, a phenomenon vividly illustrated by the introduction
of baseball in India. This thesis aims to explore the different dimensions influencing the
adoption, challenges, and growth potential of baseball within the Indian context, an endeavour
that is underpinned by a rigorous review of existing literature on the subject.
The literature review has highlighted significant historical and contemporary efforts to
integrate baseball into India’s sporting culture, examining the interplay between global sports
trends and local receptiveness (Segal, 2023). It has uncovered the socio-economic, cultural,
and infrastructural factors that either facilitate or impede the sport's growth, drawing parallels
with the introduction of other sports in India and similar emerging markets.
The literature review underscores significant research gaps, notably in the
understanding of baseball's perception among the Indian population and the efficacy of various
promotional strategies. This gap highlights an imperative for further research into targeted
marketing approaches, community-level engagement, and the sport's potential appeal to the
Indian demographic (WeRIndia, 2023; 6Wresearch, 2022). These insights form the foundation
for this study, which seeks to elaborate on the mechanisms through which baseball could gain
a stronger foothold in India.
Furthermore, the literature review critically examines prevailing methods and
perspectives within the domain of sports globalization, advocating for a deeper, more nuanced
comprehension of the processes of cultural adaptation and the strategic significance of
engaging with local communities. This critique underscores the necessity of reevaluating
conventional approaches to ensure they fully capture the complexities of cultural differences
and the potential of localized strategies in promoting sports internationally (WeRIndia, 2023;
Huang & Hsu, 2021).
In synthesizing these insights, the introduction of baseball in India is posited not just as
a case study in sports globalization but as a lens through which to examine broader questions
about cultural exchange, market development, and the potential for sports to bridge diverse
communities. The literature review thus sets the stage for this thesis, outlining the aim to
contribute to the discourse on sports management, cultural integration, and strategic marketing
in new markets (Dixon et al., 2015; Cho, 2012).
21
2.1
Global Popularity of Baseball
The global popularity of baseball is ingrained in both the cultures and economies of several
nations having professional sports leagues, including the United States, Mexico, Japan, and
South Korea (Cho, 2012; Kelly, 2007). The study aims to investigate the introduction of
baseball in a new market by examining the worldwide patterns, economic repercussions, and
critical aspects that contribute to the sport's widespread popularity. This is made possible by
the adoption of baseball throughout established markets (Dolles & Söderman, 2008). Baseball's
international presence has seen remarkable growth, with Major League Baseball (MLB) at the
forefront of globalizing the sport. Initiatives to host regular-season games in countries such as
Japan, the United Kingdom, and Australia have significantly contributed to expanding
baseball's global audience. The World Baseball Classic also stands as a testament to the sport's
international appeal, bringing together teams from around the globe in a celebration of
baseball's diverse talent pool (Klein, 2008; Walton, 2019).
The economic impact of baseball extends beyond ticket sales and merchandise. In
countries like the United States and Japan, baseball is a significant economic driver,
contributing billions to the local economies through direct and indirect means. Stadium
constructions, employment opportunities, and tourism associated with baseball events
underscore the sport's ability to influence economic growth and urban development (Sanderson
& Siegfried, 2003; Jang & Lee, 2016). Several factors contribute to baseball's popularity in
established markets. The historical roots of baseball, particularly in the American and Japanese
contexts, have fostered a deep cultural connection with the sport (Guoqi, 2011). Moreover, the
strategic nature of the game, coupled with its ability to foster community and national pride,
enhances its appeal. Media coverage and technological advancements, such as streaming
services and social media, have also played crucial roles in broadening baseball's reach and
engaging younger demographics (Dixon et al., 2015; Naraine & Parent, 2017).
While baseball enjoys considerable popularity, it faces challenges in maintaining
relevance among younger audiences and expanding into new markets. Addressing these
challenges presents opportunities for leveraging digital platforms to enhance fan engagement
and tailoring developmental programs to nurture local talent, thereby ensuring baseball's
sustained growth and global appeal (Abeza et al., 2019). Baseball's global popularity is a
complex interplay of cultural heritage, economic impact, and strategic initiatives aimed at
market expansion. As the sport continues to navigate the challenges of globalization, its ability
22
to adapt and innovate will be critical in attracting new fans and retaining its place in the
international sports landscape (Kelly, 2007).
2.2
Sports Market Dynamics in India
The Indian sports market is experiencing a significant transformation, marked by the enduring
dominance of cricket alongside the emerging popularity of alternative sports such as Football,
Hockey, Kabaddi and Badminton among others (Buchholz, 2021). This section explores the
landscape of sports in India, highlighting cricket's unparalleled influence and the rising appetite
for diverse sports disciplines across different regions of the country (Sadasivan, 2023). Cricket
is not just a sport in India; it is a phenomenon that captures the nation's imagination, influencing
cultural norms and societal dynamics. The Indian Premier League (IPL) serves as a cornerstone
of cricket's commercial success, blending sports entertainment with substantial economic
benefits. The league has revolutionized cricket's presentation, attracting global audiences and
substantial investment, thereby cementing cricket's status as the foremost sport in India
(Robertson, 2018).
Despite cricket's dominance, there is a burgeoning interest in alternative sports, driven
by changing consumer preferences and strategic initiatives aimed at diversifying India's sports
culture (Dabholkar, 2020). Sports such as football, badminton, and kabaddi have witnessed
increased institutional support and investment, culminating in the establishment of professional
leagues. These developments signify a growing recognition of the potential within India's
sports market to cultivate a varied sports ecosystem (Gupta, 2021). The dynamics of sports
participation and popularity in India reveal pronounced regional disparities. Certain regions
exhibit a strong affinity for specific sports due to historical, cultural, or geographical factors
(Centre For Sports, 2023). For instance, football enjoys considerable popularity in West Bengal
and Kerala, while kabaddi has a profound following in the northern and central parts of the
country (Talukdar, 2022). These regional preferences underscore the diverse sports landscape
in India, presenting both challenges and opportunities for sports marketing and development
(Khudiyev & Szabó, 2020).
The sports market dynamics in India are characterized by cricket's unyielding
dominance and the nascent growth of alternative sports. The evolving sports landscape reflects
a complex interplay of cultural traditions, regional preferences, and economic considerations
(Sarkar, 2020). As India continues to navigate these dynamics, the potential for fostering a
23
more inclusive and diverse sports culture remains significant, offering exciting prospects for
stakeholders within the sports industry (Coakley, 2011).
2.3
Role of Sports Analytics in Market Strategy
In the contemporary sports industry, analytics play a pivotal role in shaping market strategies
and facilitating the successful introduction of sports into new markets. This study included an
investigation into the potential applications of sports analytics to enhance marketing efforts,
better understand consumer preferences, boost fan engagement, and expand the sports sector
(6Wresearch, 2022). Sports analytics have revolutionized the way sports organizations
approach market expansion and audience engagement. By analysing vast amounts of data
related to fan behaviour, preferences, and consumption patterns, sports marketers can tailor
their strategies to meet the specific needs of different demographics. Analytics enable a deep
understanding of market dynamics, facilitating targeted marketing campaigns, personalized fan
experiences, and strategic content distribution (IMARC Group, 2023).
Several case studies underscore the significance of analytics in sports market strategy.
For instance, the introduction of Major League Soccer (MLS) in the United States benefited
immensely from analytics to identify and engage with soccer fans, contributing to the league's
growth and popularity (Abeza et al., 2019). Similarly, the expansion of basketball through the
National Basketball Association (NBA) in global markets like China and India has been
strategically guided by insights derived from sports analytics, optimizing outreach and
localizing content to resonate with new audiences (Zwerling, 2014). Central to the success of
sports introductions is the role of analytics in enhancing fan engagement and retention. Sports
organizations leverage data analytics to create engaging fan experiences, from personalized
digital content to interactive fan zones. By understanding the factors that drive fan loyalty and
satisfaction, sports marketers can develop strategies that not only attract new fans but also
foster a long-term relationship with them (Kim et al., 2020).
Sports analytics also inform strategic decision-making, aiding sports entities in
adapting to changing market conditions and preferences. Through predictive modelling and
trend analysis, sports organizations can anticipate shifts in consumer behaviour, adjust their
marketing tactics accordingly, and identify new opportunities for growth. This adaptability is
crucial for sustaining interest and expanding the reach of sports in competitive markets
(Yellowbrick, 2023). The integration of sports analytics into market strategy represents a
paradigm shift in how sports organizations approach market expansion and fan engagement.
24
By leveraging data-driven insights, the sports industry can navigate the complexities of
introducing and establishing sports in new markets more effectively (Singh, 2020).
2.4
Consumer Behavior in Sports
Understanding consumer behaviour is crucial for evaluating and strategizing the sports market
in India. Several factors influence sports popularity, participation, and spectatorship across the
country, highlighting the distinctive urban-rural dynamics that shape consumer engagement
with sports (Giulianotti & Numerato, 2017). Other factors contribute to the popularity of sports
in India, including cultural preferences, economic factors, access to sports facilities, and the
influence of media (Filo et al., 2015). In urban areas, the proliferation of digital platforms and
social media has significantly impacted sports consumption patterns, enabling fans to follow
their favourite sports and athletes more closely (Trivedi et al., 2020).
Participation in sports activities in India is primarily influenced by age group, and
occupation, with noticeable disparities between urban and rural regions. Urban populations
have greater access to sports facilities and programs, driving higher participation rates
compared to rural counterparts. Spectatorship, similarly, is shaped by the availability of media
coverage and the popularity of specific sports, with cricket enjoying widespread viewership
across India (Kumar & Bagchi, 2020). Economic and cultural factors play a significant role in
shaping consumer behaviour towards sports in India. Economic growth has led to increased
leisure time and disposable income, contributing to a rise in sports participation and
consumption (Abeza et al., 2020). Cultural factors, social factors, and historical significance of
certain sports, also influence consumer behaviour, dictating the popularity of sports (Johnson
et al., 2019).
2.5
Policy and Infrastructure Influence
The development and widespread adoption of sports within any country are significantly
influenced by both policy decisions and the availability of necessary infrastructure (Tinaz &
Knott, 2021). The pivotal role that government policies and sports infrastructure play in
shaping the sports culture, with a particular focus on emerging sports markets like India, where
the potential for sports diversification, including baseball, is immense (Gupta, 2021).
Government policies can either foster or hinder the growth of sports. Policies that promote
sports development through funding, grassroots programs, and incentives for participation are
25
crucial. Such policies not only help in cultivating a sports culture but also in identifying and
nurturing talent from an early age. In contrast, the absence of supportive policies or regulatory
barriers can significantly impede the development and adoption of new sports (Clarke &
Mondal, 2022).
The availability of sports infrastructure is another critical factor. Adequate facilities
enable athletes to train effectively and compete at higher levels, while also providing access
for the general population to engage in sports for health and recreation. Infrastructure is not
limited to physical facilities but also includes access to coaching, sports medicine, and
competition platforms (Jang & Lee, 2016). The synergistic effect of policy and infrastructure
on sports adoption cannot be overstated. For instance, regions with robust sports policies and
infrastructure have shown a higher rate of sports participation and success in international
competitions (Times Of India, 2022). Furthermore, such regions are more likely to embrace a
variety of sports, including global sports like baseball, which might be considered nontraditional in their sports culture.
In examining the global sports market dynamics, Japan's strategy is a noteworthy
example to follow. The country's proactive approach to incorporating baseball into the
curriculum has firmly established baseball's place as both a national sport and identity, along
with strong government support and cautious cultural diplomacy. Such calculated moves
emphasise how crucial infrastructure support and political direction are to the integration and
advancement of new sports (Jackson & Haigh, 2013). It has been suggested that similar
targeted approaches could be beneficial for India, a country with many diverse cultures and a
growing interest in sports. If baseball and other sports are developed in India using localised,
internationally aware methods, there may be a change in thinking in the dynamics of the sport
industry there (Cho, 2012). India presents a unique set of challenges and opportunities in terms
of policy and infrastructure for sports. While cricket dominates the sports landscape, there is
growing interest and potential for diversification. Addressing infrastructure gaps and
formulating supportive policies could significantly enhance the adoption and popularity of
sports like baseball (Bansal, 2023).
The examination of policy and infrastructure influence underscores their critical role in
the sports ecosystem. For baseball to gain a foothold in India, strategic investments in
infrastructure and the formulation of supportive policies are imperative. Drawing lessons from
Japan and South Korea, India can carve a path for baseball alongside other emerging sports,
contributing to a more diverse and vibrant sports culture (Métraux, 2016).
26
2.6
Impact of Sports Ecosystem and Grassroot Development
The exploration of baseball's potential in India, set against the broader context of global sports
culture integration, economic opportunities, and sports development, reveals intricate
dynamics at play. While India's sporting landscape is traditionally dominated by cricket and
kabaddi (Decathlon, 2022), emerging interests and the global allure of baseball present unique
opportunities and challenges for cultural integration and sports diversification. The existing
sports ecosystem and the pivotal role of grassroots development emerge as critical factors
influencing the adoption and growth of new sports like baseball in India (Bateman & Binns,
2014).
India's sports ecosystem is at a transformative juncture, characterized by an evolving
sports culture that transcends traditional boundaries. Cricket's longstanding supremacy, while
unchallenged, does not encapsulate the entirety of India's sports narrative. The burgeoning
youth demographic, coupled with increased digital connectivity, signals a shift towards a more
inclusive sports culture that embraces diversity and innovation. However, the transition
towards integrating global sports such as baseball into India's fabric is fraught with
complexities (Parr, 2006).
The grassroots development of sports in India has historically been uneven, with
significant disparities in access, infrastructure, and resources. While urban centres boast better
sports facilities and programs (Centre For Sports, 2023), rural areas remain underserved,
highlighting a divide that hampers inclusive sports development. Furthermore, the predominant
focus on cricket has led to a disproportionate allocation of resources, overshadowing other
sports, and limiting their growth potential (Ankan, 2018).
A critical examination of India's current sports ecosystem underscores the need for a
revitalized approach that prioritizes inclusivity, diversity, and sustainable development. The
introduction of baseball in India, therefore, should not merely be viewed through the lens of
market expansion but as an opportunity to foster a more dynamic and inclusive sports culture
(Pittz et al., 2021). To achieve this, a multifaceted strategy encompassing policy reform,
infrastructure development, and community engagement is essential. Policymakers must
advocate for equitable resource distribution, ensuring that emerging sports like baseball receive
adequate support for grassroots development. Infrastructure improvements, particularly in
underserved regions, will be crucial in democratizing access to sports, enabling a broader
segment of the population to participate and engage with baseball (Jackson & Haigh, 2013).
Community engagement plays a pivotal role in cultivating interest and building a sustainable
27
fan base for baseball in India. Initiatives aimed at raising awareness, educating the public about
the sport, and providing opportunities for active participation can bridge the gap between
curiosity and fandom. Engaging with schools and educational institutions to introduce baseball
into physical education curricula can ignite early interest and foster a generation of enthusiasts
and potential talent (Kaplanidou, 2021).
The challenges inherent in integrating baseball into India's sports ecosystem are many,
ranging from cultural barriers to competition from established sports. Overcoming these
challenges requires a nuanced understanding of the Indian socio-cultural context and a strategic
approach that emphasizes localization, cultural sensitivity, and strategic partnerships (Fidler,
2000). Localization efforts, tailored to resonate with Indian cultural norms and values, can
enhance baseball's appeal, making it more relatable and accessible to the Indian audience.
Strategic partnerships with local sports organizations, media outlets, and influencers can
amplify baseball's visibility, leveraging existing platforms to introduce and promote the sport
(Chhabria, 2020).
Cultivating a culture of inclusivity and diversity within the sports ecosystem is
paramount. By embracing the global heritage of baseball while honouring local traditions and
preferences, India can foster a sports culture that celebrates diversity, encourages innovation,
and nurtures talent across the spectrum of sports. The journey towards integrating baseball into
India's sports landscape is emblematic of the broader aspirations for sports development in the
country. It represents an opportunity to reexamine and reshape the sports ecosystem, placing
greater emphasis on inclusivity, diversity, and grassroots development. By addressing the
existing gaps and challenges with strategic foresight and collaborative efforts, India can pave
the way for a more vibrant and inclusive sports culture, where baseball and other global sports
find their rightful place alongside traditional favourites (Maguire, 1999).
28
3. RESEARCH METHODOLOGY
This chapter highlights the different methodology adopted to explore the viability and potential
of introducing baseball into India's sports landscape. The methodology is stratified into
literature review, qualitative analysis, quantitative analysis, thematic analysis, and SWOT
analysis, each serving a unique purpose in comprehensively understanding the subject matter.
3.1
Research Design
The research design for a market analysis of baseball in India combines a mixed-methods
approach to offer a comprehensive understanding of the market potential and consumer
preferences. This design integrates both quantitative and qualitative research methods.
Quantitative methods include surveys and statistical analysis to measure market size,
consumer demographics, and preferences. This numerical data provides a solid foundation for
assessing the overall market potential and specific consumer trends (Singh & Singh, 2022). On
the other hand, qualitative methods involve interviews and content analysis to explore
consumer perceptions and expert opinions. This approach delves into the contextual insights
that help interpret the numerical data and understand the deeper market dynamics (Segal,
2023). Together, this dual approach allows for a robust analysis of both numerical data and
contextual insights, providing a holistic view of the market dynamics and potential strategies
for introducing baseball in India.
3.1.1 Quantitative Research
The survey distribution process for this study was meticulously planned to ensure a wide
representation across various demographics. Utilizing an online survey platform enabled the
inclusion of participants from a diverse age spectrum, specifically targeting age groups 18-24,
24-35, 35-45, and 45 and above (Clarke & Mondal, 2022).
This method facilitated a randomized selection of respondents, ensuring that the survey
reached a broad audience without bias towards any gender, thereby promoting inclusivity and
diversity in the participant pool. The approach aligns with a combination of stratified random
sampling and convenience sampling method, leveraging the accessibility and extensive reach
of digital platforms to gather data efficiently (Voorveld, 2019). The choice of an online
distribution method was instrumental in overcoming geographical barriers, allowing for the
29
collection of a varied set of responses that reflect the multifaceted interest and potential
consumer base for baseball across India's diverse population. (See Appendix 4)
This strategic distribution ensures that the survey findings are reflective of a broad
spectrum of Indian society, providing valuable insights into the market potential for baseball
across different demographic segments (Tinaz & Knott, 2021).
3.1.2 Qualitative Research
The selection of interviewees for this study was designed to gather comprehensive insights into
the various challenges and opportunities associated with introducing baseball in India. By
engaging with a select group of stakeholders, including sports management professionals,
policymakers, educational institutes, coaches, players, and individuals from countries where
baseball has been successfully introduced, the research aims to harness their expert knowledge
and firsthand experiences (Yu et al., 2024).
This purposive sampling method ensured that the interviewees were not only wellversed in their respective fields but also held valuable perspectives on the practical aspects of
promoting baseball in a new market. Their diverse backgrounds and experiences provided a
rich source of qualitative data, offering depth and nuance to the analysis of the sports landscape
in India (Zimmermann et al., 2024). This approach facilitated an in-depth exploration of the
subject matter, enabling the identification of specific strategies, potential hurdles, and effective
solutions for cultivating a baseball culture within the Indian context. Through these targeted
interviews, the study leverages expert insights to construct a detailed picture of the ecosystem
required to support and grow baseball in India. Highlighting the critical role of knowledgeable
stakeholders in shaping the future of the sport in the country.
3.2
Data Collection
For the data collection aspect of exploring the introduction and growth of baseball in India, a
structured yet flexible approach was adopted, combining both survey and interview techniques
to capture a wide range of insights. This methodology is designed to delve into the broad
baseball ecosystem in India, addressing aspects from general perceptions and challenges to
drivers of growth, marketing strategies, consumer behaviour, and cultural impacts (Batra &
Keller, 2016).
30
3.2.1 Interview Guidelines and Sampling Strategy
Interview guidelines were meticulously developed to ensure a structured approach, enabling
the collection of comprehensive insights across five main sections starting with general
perceptions, challenges, growth drivers, marketing strategies, and the influence of cultural and
social factors. (See Appendix 3)
The interviews aimed to gather in-depth responses from various stakeholders, including
sports enthusiasts, sports marketing professionals, policymakers, coaches, and athletes,
employing a purposive sampling technique to select individuals with relevant knowledge or
experience. This method ensured the richness and relevance of the data to the study's objectives
(Abeza et al., 2019).
3.2.2 Survey Design and Sample Selection
The survey component utilized a combination of stratified random sampling and convenience
sampling to ensure a diverse and representative sample of the Indian population. This approach
segmented the population into subgroups to include a broad spectrum of perspectives,
particularly focusing on demographics such as age, occupation, and familiarity with baseball
(Li et al., 2023). A total sample size of 100 was collected, balancing the study's exploratory
nature, resource constraints, and the need for statistical validity. This sample size was judged
adequate for the analysis, considering the sample population with an acceptable margin of error
and offering insightful information while recognizing the constraints of breadth and
generalizability. (See Appendix 5)
3.2.3 Summary of Data Collection Approach
I employed a dual approach to data collection for this thesis, integrating both qualitative
interviews and quantitative surveys to construct a comprehensive picture of baseball's potential
in the Indian market. The interview guidelines and sampling strategy were carefully designed
to capture detailed insights from a variety of stakeholders, ensuring a nuanced understanding
of the subject.
Meanwhile, the survey method aimed to gather broader demographic data, employing
a strategic sampling technique to enhance the study's representativeness within the constraints
of an exploratory investigation. This combined methodology offers a robust foundation for
31
analysing the introduction and growth of baseball in India, contributing valuable preliminary
data to inform future research directions.
3.3
Data Analysis
The research methodology adopted a comprehensive approach to data analysis, leveraging both
quantitative and qualitative techniques to gain a holistic understanding of baseball's
introduction and growth potential in India.
3.3.1 Quantitative Analysis
The quantitative analysis began with the utilization of Python libraries such as Pandas and
SciPy to conduct statistical analyses of survey data. Python was especially chosen because of
the considerable number of data analysis libraries that are accessible. This involved descriptive
statistics to summarize the data, including measures of central tendency and dispersion,
alongside segmentation based on demographics and interest in baseball for a comparative
analysis (Jang & Lee, 2016).
Advanced statistical tests, including Chi-square and R-squared, were employed to
examine relationships and differences among various groups. Data visualization libraries like
Matplotlib provided a clear graphical representation of all the findings. This process allowed
for the identification of patterns and insights regarding the perception of baseball across
different demographic segments (Mamo et al., 2022).
3.3.2 Qualitative Analysis
For qualitative data, thematic analysis was chosen for its ability to identify and interpret
patterns within interview transcripts. This method facilitated a deep engagement with the data,
allowing for the extraction of meaningful insights into the challenges and opportunities for
popularizing baseball in India (Calder et al., 2009). The analysis process involved generating
initial codes, collating them into themes, and interpreting these themes within the broader
socio-cultural and economic context of India. This approach provided interpretative depth,
uncovering the complex perspectives surrounding baseball’s introduction and growth in India.
32
3.3.3 Integration of Findings
Integrating findings from both quantitative and qualitative analyses offers a comprehensive
view of baseball’s potential in India. Quantitative data provided a statistical foundation,
identifying broad trends and attitudes, while qualitative data added depth, explaining the
reasons behind these trends. Triangulation of data ensured the credibility and richness of the
research findings, combining various sources and methods to present a nuanced understanding
of the research questions. The strategic use of statistical analysis, thematic exploration, and
data triangulation characterizes the mixed-methods approach and underpins the study's insights
into baseball's market potential in India, highlighting both the challenges faced and the
opportunities available for its growth.
3.4
Ethical Considerations
This research upheld stringent ethical standards, particularly focusing on informed consent,
confidentiality, anonymity, and secure data handling, to ensure the rights and privacy of all
participants were protected throughout the study. Prior to participation, individuals were fully
briefed about the study's purpose, their role, and their rights, including the option to withdraw
at any time without consequence. This briefing was conducted via consent forms for survey
participants and further reinforced through email and verbal confirmation for interviewees,
emphasizing the study's commitment to transparency and participant autonomy. (See Appendix
2)
Anonymity was a cornerstone of my ethical approach, with measures in place to ensure
that no personal identifying information was collected or stored, thereby safeguarding
participant privacy. For interview participants, assurances were made that responses would be
anonymized and could not be linked back to them, with all data treated as non-personally
identifiable. Survey responses were collected anonymously, with the survey platform
configured to prevent the collection of any data that could reveal a participant's identity.
Data handling procedures were meticulously designed to ensure the security and
integrity of the collected information. All data were stored in a secure, password-protected
digital environment, accessible only to the research team. Interviewees were given the option
to have their data deleted after participation, a practice communicated clearly to uphold their
control over their personal information. These ethical practices underscored the research's
33
adherence to the highest standards of data protection and participant privacy, aligning with
relevant regulations and ethical guidelines in academic research.
3.5
Limitations of Methodology
This research encountered methodological limitations that are crucial to acknowledge for a
comprehensive understanding of the study's scope and findings. A significant limitation arose
from the reliance on self-reported data, which carries inherent biases due to the subjective
nature of participants' perceptions and recollections. This factor is especially pertinent when
evaluating attitudes towards an emerging sport like baseball in India, where personal biases
could influence the responses (Tinaz & Knott, 2021).
Moreover, the sample's demographic and geographic diversity presented challenges,
particularly in adequately representing and engaging with rural populations. Despite efforts to
encompass a broad and inclusive demographic spectrum, there was a tendency for the sample
to skew towards urban respondents. This urban bias might not fully capture the cultural and
infrastructural nuances that influence rural communities' engagement with and acceptance of
baseball. Additionally, collecting data from individuals already familiar with or participating
in baseball could introduce a bias, potentially not reflecting the broader population's views or
interest in the sport. Such limitations necessitate caution in interpreting the findings, especially
regarding the sport's overall appeal and growth potential across different segments of the Indian
population.
To refine future research and address these limitations, it is recommended to broaden
the sampling strategy to ensure more extensive and diverse demographic representation,
including a stronger focus on rural areas. Incorporating a mix of quantitative and qualitative
methods could also help counteract the bias of self-reported data, providing a more rounded
and accurate depiction of baseball's position within India's sports culture (Yu et al., 2024).
34
4. ANALYSIS
4.1
Demographic Analysis
4.1.1 Age Group Distribution
From the survey, Figure 1 indicates that baseball is particularly popular among young adults,
with 65% of respondents aged 25-34 years, highlighting its appeal during their prime working
and socializing years. This suggests a robust potential community for baseball fandom.
Additionally, 22% of respondents are 18-24 years old, pointing to the sport's popularity among
college-aged individuals, crucial for grassroots sports development.
Figure 1: Demographic Response Split
Figure 2 shows that the interest in baseball declines in older age groups, with only 7% of
respondents aged 35-44 years and 6% aged 45 and above. This trend suggests that younger
adults, especially those in their twenties and thirties, are the primary demographic for baseball
growth and engagement in India. This pattern underscores the notion that baseball's appeal is
stronger among the younger population. Specifically, individuals in their twenties and early
thirties manifest a more pronounced enthusiasm for the sport. These findings emphasize the
importance of focusing on these younger demographics for initiatives aimed at cultivating
baseball's popularity and presence in India. Such targeted engagement strategies are likely to
yield more effective results in embedding baseball into the fabric of India's sports culture.
35
Figure 2: Interest in Baseball by Age Group
4.1.2 Current Occupation Distribution
The demographic analysis reveals strong potential interest in baseball among young to middleaged adults, mostly working professionals. This insight could steer strategic efforts to promote
baseball in India, targeting these key demographics with marketing and programs that align
with their interests and lifestyles.
Figure 3 shows a solid foundation for expanding baseball's popularity in India by
engaging young adults and working professionals. Initiatives such as workplace leagues, social
media campaigns, and community events could significantly boost baseball's regional growth.
Working professionals make up 74% of those interested in baseball, highlighting its appeal to
those with disposable income and leisure time. Strategies like workplace leagues and social
media could capitalize on this interest. Students account for 17%, indicating a powerful base
within educational institutions and suggesting opportunities to integrate baseball into school
and college sports, which could nurture long-term interest. The interest from self-employed
individuals (7%), baseball coaches (1%), and homemakers (1%) shows baseball's wide appeal,
suggesting the need for diverse strategies to effectively engage these varied segments.
36
Figure 3: Occupation Distribution
4.1.3 Baseball Playing Experience
The survey included a question about whether respondents currently play baseball or have
played in the past. This data can provide insights into the level of active engagement with the
sport and potential interest in further participation or viewership.
The playing experience data reveals a vibrant engagement with baseball, with 37% of
respondents currently playing the sport. This active interest forms a solid foundation for
community-building initiatives and suggests a significant audience for baseball-related
activities, events, and merchandising in India.
Figure 4: Baseball Playing Experience
37
Furthermore, 25% of respondents expressed interest in baseball despite not currently playing,
identifying a target audience for conversion through marketing efforts, introduction programs,
and community engagement strategies aimed at fostering active participation (Calder et al.,
2009). The segments not interested in playing (21%) and those who have played in the past
(17%) offer additional strategic insights. For those not interested, creating awareness and
exposure through events and marketing could spark curiosity and interest. Meanwhile, reengaging past players could involve alumni events, comeback leagues, or nostalgia-driven
marketing campaigns (Batra & Keller, 2016).
This breakdown offers valuable insights into the current and potential engagement
levels with baseball among the survey respondents. Strategies to grow baseball's popularity in
India could focus on nurturing the current players' community, converting the interested nonplayers into active participants, and re-engaging those who have played in the past (Cao &
Matsuoka, 2024). Understanding these different segments can help tailor initiatives to expand
baseball's reach and popularity effectively.
Table 1: Demographic Analysis of Survey Respondents
Demographic Feature
Age Group
Occupation
Baseball Playing
Experience
Category
Percentage
25-34
65%
18-24
22%
35-44
7%
45 and above
6%
Working professional
74%
Student
17%
Self-employed
7%
Baseball coach
1%
Home maker
1%
Yes, currently playing
37%
No, but interested
25%
No, and not interested
21%
Yes, played in the past
17%
38
In summary, the demographic analysis reveals a promising landscape for the growth of baseball
in India, particularly among young adults and working professionals. These insights not only
serve as a foundation for targeted promotional strategies but also highlight the importance of
understanding demographic nuances in sports development initiatives (Singh & Singh, 2022).
As we move forward, these findings will inform our recommendations for engaging these key
segments to foster a thriving baseball community in India.
4.2
Interest and Awareness Levels
The survey of Indian respondents' interest in baseball, measured on a five-point scale from “1”
(very low) to “5” (very high), reveals significant insights. As shown in Figure 5, a majority
exhibit high interest (Level 5), indicating a stable base of enthusiastic fans and a sizable
potential market for baseball-related activities. In contrast, lower interest levels (1 through 4)
are less frequent, with Level 3 being the least reported. This pattern suggests a polarized
audience, where individuals are either highly enthusiastic or minimally interested in baseball,
with few in the neutral middle. The lack of moderate interest (Level 3) highlights an
opportunity for targeted marketing strategies to nurture and enhance emerging interests.
Figure 5: Distribution of Interest in Baseball
39
The distribution of familiarity levels, illustrated in Figure 6, shows an increasing trend that
peaks at Level 5, mirroring the interest pattern. This indicates that a considerable number of
respondents are not only enthusiastic about baseball but also well-informed about the sport.
The relationship between familiarity and interest suggests that as knowledge of baseball
increases, so does interest. This implies that enhancing familiarity through broadcasts,
educational activities, or community programs could also boost interest in the sport
(Kaplanidou, 2021).
Figure 6: Distribution of Familiarity Levels
Figure 7 reveals that the most appealing aspects of baseball for Indian participants are its
competitive nature (56%), team spirit (71%), and strategic elements (67%). These
characteristics are crucial for understanding baseball's appeal in India and could be highlighted
in marketing campaigns to emphasize the sport's cultural relevance. Conversely, a small
percentage (2%) of participants expressed low awareness of the sport, aligning with the
minimal levels of familiarity and interest previously noted. This suggests a potential market
segment that could be introduced to baseball, expanding the fan base.
This data illustrates how baseball, though a non-native sport, has integrated into the
Indian community, attracting a significant audience that appreciates its strategic and
40
collaborative aspects, indicative of a strong cultural fit. This could be key in developing
effective marketing strategies.
Figure 7: Appealing Aspects of Baseball
These insights offer sports organizations a strategic guide for engaging with the Indian baseball
market. High interest and familiarity suggest enhancing existing fans' connections through fan
clubs, local tournaments, or interactive experiences. Meanwhile, the potential to develop
interest among those with moderate or low familiarity could be tapped through educational
programs, experiential marketing, and emphasizing baseball’s alignment with cultural values
like teamwork, strategy, and competition (Khudiyev & Szabó, 2020). The data reveals an
audience profile ranging from ardent fans to those with untapped potential. Tailored strategies
that leverage strong interest areas while also increasing awareness and appeal among less
engaged groups could significantly expand baseball's presence in India.
4.3
Perceived Barriers to Adoption
The survey data identifies significant barriers to baseball adoption in India across cultural,
infrastructural, and informational areas. A primary challenge is the lack of awareness and
understanding, highlighting the need for educational initiatives and community engagement.
Additionally, baseball's limited visibility in media compared to cricket underscores the
importance of strategic marketing and media partnerships (Chaudhary, 2020).
41
Table 2: Barriers for adoption of Baseball
Number
1
Barrier
Lack of awareness or
understanding
Count
43
2
Lack of media coverage
19
3
Not popular among peers
19
4
Limited access to facilities
15
It feels boring to watch
5
baseball. I would rather choose
1
cricket...
Social influences and insufficient access to facilities also hinder adoption. Addressing these
issues requires focused efforts, including targeted awareness campaigns, infrastructure
development, and marketing strategies adapted to Indian culture to improve baseball's appeal
and accessibility.
Figure 8: Perceived barriers to participate or follow Baseball
42
Facility accessibility is identified as the most crucial factor for popularizing baseball, receiving
the highest priority ranking. While media coverage and national team performance are also
important, they are less critical. Availability in educational institutions and celebrity
endorsements, though significant, are not considered essential. These findings emphasize the
importance of focusing on infrastructural development and media engagement to expand
baseball's presence in India. Enhancing facilities and media visibility could address key barriers
such as lack of awareness and peer influence, thus facilitating the sport's adoption among Indian
consumers.
4.4
Strategic Opportunities for Baseball Introduction
4.4.1 Topic Modelling Analysis
Consumer feedback and market trends yield insights that emphasize strategies tailored to
diverse geographic areas. This below topic and words output is from a topic modelling analysis,
specifically using Latent Dirichlet Allocation (LDA). This method is designed to discover
abstract topics within a collection of documents (in this case, text responses to a survey
question). Each "topic" is represented as a distribution over words, meaning that the topic is
characterized by certain words that are more likely to appear in that topic compared to others.
(See Appendix 7 and 8)
Here is how to interpret the output:
Topic: Each topic is a cluster of words that the model has found to frequently occur
together in your dataset. The model assigns a unique identifier to each topic (e.g., Topic
0, Topic 1, etc.).
Words: For each topic, the model lists words along with their associated weights. These
weights indicate the importance or contribution of each word to the topic. A higher
weight means that the word is more significant in defining the topic.
These are the topics:
Topic 1: Appears to focus on "media coverage" and "promotion" of baseball,
suggesting recommendations related to making baseball more popular through media
and support in schools and districts.
43
Topic 2: Emphasizes the importance of "schools" and "colleges" in promoting baseball,
alongside "social media". This might indicate suggestions to engage educational
institutions and use social media for promotion.
Topic 3: Highlights "sports" in general and "baseball" specifically, with mentions of
"schools" and "India", suggesting a focus on integrating baseball into school sports
programs and increasing its popularity in India.
Topic 4: Centres around playing the "game" of baseball, with references to "people",
"play", "local facilities", and "leagues". This suggests recommendations to increase
accessibility and local participation in baseball.
Topic 5: Talks about "introducing events" in "schools" and raising "awareness" at the
"local" level, indicating strategies to start baseball events and make the game known at
local schools and colleges.
4.4.2 Interpretation of Topic Modelling Analysis
1. Media and Promotion: There is a clear indication that increased media coverage and
promotional activities could help grow baseball's popularity. Engagement with
Educational Institutions such as schools and colleges are frequently mentioned,
pointing to a strategy of embedding baseball into educational systems and leveraging
social media.
2. Accessibility and Local Events: Recommendations also focus on making baseball
more accessible through local facilities and events, which could help in building a
community around the sport. This analysis structures our understanding of various
strategies and recommendations that people have suggested to promote baseball in
India, offering insights into where efforts could be concentrated for effective outreach
and engagement.
3. Youth Engagement: There is a clear indication that focusing on schools and youth
events can create a foundation for long-term interest and participation in baseball.
4. Media and Awareness: It is interpreted that a media campaign could significantly
enhance visibility and support for baseball, positioning it as a sport of interest on a
larger scale.
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4.4.3 Keyword Frequency
The most common keywords and their counts offer a glimpse into the focal points of the
recommendations. Figure 9 presents the most mentioned keywords from suggestions to boost
baseball's popularity in India. “Baseball” leads, showing a clear emphasis on the sport, with
“Game” also prominent, reflecting a focus on gameplay itself. Despite fewer mentions,
“Medium” underscores media's important promotional role. “School” and “India” feature
significantly, pointing to the strategic incorporation of baseball in educational settings for
foundational growth. Finally, “Player”, “People”, and “Local” suggest a strategy geared toward
community involvement and tapping into local interest and talent.
Figure 9: Frequency of Keywords in Recommendations
45
The keyword frequency provides a distilled view of the strategic focal points highlighted by
survey respondents for boosting baseball's appeal in India. It underscores the significant themes
of cultivating local community engagement, utilizing media channels for promotion, and
integrating baseball into educational settings nationwide.
4.4.4 Sentiment Analysis
Sentiment analysis for the text recommendations reveals the public's perception of introducing
baseball to India. The average sentiment score of 0.074365 indicates a positive yet neutral
attitude, reflecting cautious optimism. The range of sentiment scores from negative (-0.400000)
to highly positive (1.000000) illustrates diverse opinions towards baseball's promotional
strategies in India. This variation highlights the need for a tailored marketing approach that
addresses sceptics' concerns while leveraging supporters' enthusiasm to enhance baseball's
appeal and acceptance in the Indian context. (See Appendix 7 and 8)
4.5
Consumer Behavior
My survey data suggests a varied interest in baseball among Indian respondents, with many
showing moderate to high enthusiasm for watching or participating in the sport. This indicates
a promising potential for baseball's growth in India. The diverse interest levels highlight the
need for targeted promotional strategies that not only increase engagement among enthusiasts
but also raise awareness to attract those less familiar with the sport (Shahbaznezhad et al.,
2021).
4.5.1 Influence of Social Media
In today's digital age, the influence of social media on sports engagement is evident. Figure
10's pie chart shows social media's effect on Indian audiences' interest in baseball. A notable
45% of respondents report a significant boost in interest through social media, underscoring its
effectiveness as an interest amplifier. Additionally, 49% indicate a moderate increase in
interest, from casual browsers who encountered baseball content, boosting their curiosity.
These groups collectively affirm social media's role in expanding sports interest.
46
Figure 10: Influence of Social Media on Interest in Baseball
Conversely, a minor 6% note no impact from social media on their baseball interest, due to
established sports preferences or limited social media engagement. The data underscores social
media's critical role in sports marketing, especially in enhancing baseball's appeal. The majority
reporting increased interest highlights the effectiveness of well-designed content on these
platforms in attracting and engaging fans (Filo et al., 2015).
Considering the significance of social media in communication today, these insights
should inform promotional strategies that maximize platform reach. Developing content that
resonates with both avid fans and casual viewers can convert latent interest into active
engagement, thus broadening the sport's fan base (Zimmermann et al., 2024). The small
percentage unaffected by social media, around 6%, merits further investigation. Studying their
characteristics and media habits could reveal alternative marketing channels or strategies that
might be more impactful. Overall, this analysis emphasizes social media's transformative effect
on sports interest, prompting sports organizations to adapt their strategies to engage a diverse,
digitally connected audience.
47
4.5.2 Interest in Future Baseball Events
The bar chart in Figure 11 displays the respondents' willingness to play or watch baseball in
India in the future. With a sizable fan base already in existence, baseball has tremendous
potential as a spectator and participating sport, as indicated by the over 60% of respondents
who say they are interested (“Yes”). Approximately 20% of respondents are uncertain
(“Maybe”), suggesting that with effective engagement strategies, this group could be persuaded
towards active participation or viewership. They may need additional incentives or information
to fully commit. A minimal percentage responded with “No”, reflecting a small group
uninterested in baseball, potentially due to competing sports interests, lack of awareness, or
inadequate engagement with the sport.
Figure 11: Interest in Future Baseball Events
4.5.3 Impact of Cultural and Social Factors
Figure 12 illustrates the influence of cultural and social factors on baseball's popularity in India,
with many respondents indicating a significant impact (Levels 5 and 4). This suggests that
integrating baseball promotions with cultural events and social trends could effectively enhance
its popularity. Those perceiving a moderate impact (Level 3) highlight the need for strategies
48
that incorporate baseball’s attributes with local cultural values. Respondents noting a lesser
impact (Levels 2 and 1) may be more influenced by factors such as personal preferences or the
availability of baseball activities.
The graph confirms the strong influence of cultural and social factors on baseball's
reception in India. The elevated level of impact perceived by most respondents suggests that
the sport has potential to align with local cultural narratives and social movements. This
emphasizes the need for culturally sensitive marketing strategies that engage with societal
norms and conversations. The diversity in perceptions also suggests a need for segmented
strategies that cater to various cultural and social sensibilities, positioning baseball as a sport
that embraces diversity and encourages broader acceptance and integration into India’s sports
landscape (Abeza et al., 2019).
Figure 12: Impact of Cultural and Social Factors on Baseball Popularity
The analysis highlights a consensus on the need for a localized approach to increase baseball's
popularity in India. The most frequent recommendation, mentioned thirty-seven times,
involves adapting the game to local tastes, which may include changes to rules, presentation,
or creating localized versions that resonate with Indian cultural nuances.
49
Incorporating local celebrities into promotions, endorsed by thirty respondents, underscores
the considerable influence public figures have on cultural trends in India. Their involvement
could enhance baseball's visibility and facilitate its local adoption (Doyle et al., 2022).
Community-focused events, suggested eighteen times, are identified as crucial for cultivating
a sense of community and belonging. These grassroots-level initiatives are essential for
establishing a sustainable baseball culture, fostering local ownership, and building a solid
foundation for the sport's growth (Bateman & Binns, 2014).
4.5.4 Key Factors for Growth
4.5.4.1
Influence of Celebrities and Sports Influencers
Table 3 shows how the influence of celebrities and sports influencers on interest in baseball
varies by age group, with older demographics more likely to be swayed by these figures. This
trend indicates that celebrity and influencer endorsements become more persuasive as the
audience ages. For instance, the 18-24 age group, which is highly active on digital and social
media, reported a moderate influence score of approximately 2.64, reflecting their varied
interests. In contrast, the 25-34 and 35-44 age groups reported higher scores of 2.85 and 3.29,
respectively, indicating increasing susceptibility to celebrity influence with age. This pattern
peaks in the 45 and above age group, which scored the highest at around 3.33, showing that
older demographics may place the most value on celebrity endorsements and opinions.
Table 3: Influence of celebrities and Sports Influencers by Age Group
4.5.4.2
Age Group
Mean Influence Score
18-24
2.636364
25-34
2.846154
35-44
3.285714
45 and above
3.333333
Influence of international success of Indian baseball teams
The analysis of influence scores reveals how celebrities and sports influencers impact different
age groups. The youngest group, 18-24, shows the highest mean influence score at 3.95,
indicating strong receptivity to celebrity endorsements and influencer marketing. This suggests
50
that strategies aligned with influencer culture could significantly boost baseball interest among
younger audiences, who are heavily exposed to digital media. The 25-34 and 35-44 age groups
record slightly lower scores of 3.75 and 3.71 respectively, still indicating considerable
influence but moderated by factors like family and career commitments. The oldest group, aged
45 and above, reports the lowest score at 3.67 but still demonstrates substantial influence. This
suggests that while older demographics may be less swayed by celebrities and influencers, their
impact remains significant and should not be ignored in marketing efforts.
For marketers and sports organizations, leveraging the influencer market could be
especially effective in engaging younger audiences. For older demographics, marketing
strategies should also incorporate elements of trust and credibility. Furthermore, the substance
of endorsements should be customized. For example, older people may find messages
highlighting the sport's morals, community service, or health advantages appealing, while
younger people may be drawn to the trendiness and excitement given by influencers (Dixon et
al., 2015).
Table 4: Influence of international success of Indian baseball teams by Age Group
4.5.4.3
Age Group
Mean Influence Score
18-24
3.954545
25-34
3.753846
35-44
3.714286
45 and above
3.666667
Influence of Celebrities and Sports Influencers by Occupation
Table 5, which shows mean influence scores by profession, offers valuable insights for
developing baseball's growth strategies. Baseball coaches and homemakers top the list with a
score of 4, indicating high receptivity to baseball influences—due to coaches' direct
involvement in the sport and homemakers' engagement with community and family activities.
Self-employed individuals score around 2.86, showing moderate influence, possibly because
their independent work allows less time for sports, or they have varied interests competing with
baseball. Students, with a mean score of about 2.41, exhibit lower influence, reflecting their
diverse interests and academic time constraints. Strategies targeting students need to be
compelling and fit conveniently into their lifestyles. Working professionals score
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approximately 2.93, indicating a moderate influence level. Their engagement with baseball
may be confined to leisure time, making them less influenced than those more directly
connected to the sport.
Acknowledging these varied levels of influence, sports marketers should tailor their
strategies: maintain high engagement with coaches, promote family-oriented community
events for homemakers, offer flexible participation options for the self-employed, integrate
baseball into educational programs for students, and develop weekend leagues or after-work
clubs for professionals to blend social interaction with physical activity (Coakley, 2011).
Table 5: Influence of Celebrities and Sports Influencers by Occupation
Profession
Mean Influence Score
Baseball coach
4
Home maker
4
Self-employed
2.857143
Student
2.411765
Working professional
2.932432
The data analyzed offers an unobstructed view of how different demographic groups—
categorized by age and occupation—perceive the influence of celebrities and sports
influencers, as well as the impact of international success of Indian baseball teams on their
interest in baseball.
4.6
Thematic Analysis
4.6.1 Top Codes
1. Lack of Awareness and Exposure: Across discussions, a fundamental issue is the
general lack of awareness about baseball in India, compared to dominant sports like
cricket.
2. Need for Infrastructure: Emphasized is the crucial role of dedicated sports facilities
and accessible infrastructure to support baseball growth.
3. Importance of Grassroots Initiatives: Highlighting grassroots initiatives becomes
important to introduce baseball at the school level and cultivate interest from an early
age.
52
4. Role of Media and Accessibility: The availability of baseball on television and online
platforms is deemed essential for sustaining interest and accessibility.
5. Influence of Celebrities and Role Models: Celebrities and sports figures can
significantly impact baseball's popularity when they promote it.
6. Cultural and Social Factors: The influence of cultural preferences and social
environments on sports participation and interest is acknowledged.
7. Educational Institutions as Catalysts: Schools and colleges are seen as pivotal in
introducing and nurturing a sports culture that includes baseball.
8. Professional Leagues and Events: The creation of professional leagues and organizing
events are suggested as methods to increase visibility and engagement with the sport.
Figure 13: Thematic Analysis Mind Map
4.6.2 Top Themes
1. Strategies for Promoting Baseball in a Cricket-Dominated Culture: Discusses the
multifaceted approach needed to introduce and grow baseball's popularity in India,
considering the deep-rooted presence of cricket.
53
2. Building Awareness through Education and Grassroots Programs: Focuses on the
critical role of educational institutions and grassroots programs in embedding baseball
into the cultural fabric of Indian sports.
3. Leveraging Media and Celebrity Influence to Enhance Visibility: Examines how
media exposure and celebrity endorsements can serve as powerful tools for attracting
attention and fostering a baseball community.
4. Overcoming Infrastructure and Accessibility Challenges: Addresses the need for
dedicated infrastructure and the importance of making baseball accessible to a broader
audience through various platforms.
5. Engaging Communities through Professional Leagues and Public Events: Proposes
the establishment of professional leagues and public events as essential strategies for
engaging communities and building a fan base.
4.6.3 Expansion of Themes
1. Cultural and Sports Landscape in India
Dominance of Cricket: Cricket's prevalence in India is not just a matter of sport but a
cultural phenomenon, deeply rooted in the nation's identity. This hegemony presents
both a challenge and an opportunity for baseball's introduction. Cricket's pervasive
influence suggests a market primed for sports consumption, yet it also poses the
significant challenge of diverting attention and resources towards an unknown sport
like baseball.
Lack of Awareness for Baseball: Baseball in India faces an awareness gap. Unlike
cricket, which enjoys widespread recognition and participation from grassroots to elite
levels, baseball remains on the periphery of Indian sports consciousness. This lack of
awareness is a critical barrier, necessitating strategic promotional efforts to introduce
baseball to potential audiences.
Openness to New Sports: Despite cricket's dominance, there is a growing openness
among the Indian population towards exploring new sports, driven by globalization and
increased exposure to international sports cultures. This trend is particularly noticeable
among the youth, who are more receptive to global influences and eager to embrace
diverse sports experiences.
54
2. Strategies for Introduction and Expansion
School Curriculum Integration: Incorporating baseball into school curriculums could
serve as a foundational strategy for promoting the sport. Schools provide a structured
environment for introducing baseball to young students, fostering early interest and
skill development. This approach can also help overcome the infrastructure and
coaching challenges by leveraging existing educational resources and facilities.
Celebrity Influence: The impact of celebrities and sports icons in India cannot be
overstated. Endorsements from well-known personalities could significantly enhance
baseball's visibility and appeal. Cricket stars, Bollywood celebrities, or prominent
figures from other sports who embrace baseball could serve as powerful ambassadors,
encouraging their vast follower bases to explore and support the sport.
Strategic Use of Business Analytics: In the realm of sports management, particularly,
the strategic use of business analytics translates into a comprehensive understanding of
fan engagement patterns, fan dynamics, and merchandise purchasing behaviors.
Through meticulous data analysis, sports franchises can identify key growth
opportunities, customize fan experiences, and create targeted marketing campaigns that
resonate with distinct audience segments. Moreover, business analytics allows for the
quantification of consumer behavior and the assessment of engagement metrics, aiding
in the catering to an interested audience. The integration of analytics into the strategic
planning processes is not merely a trend but a fundamental component of modern sports
business operations, driving innovation and sustainability in an ever-evolving industry
landscape.
Digital Marketing and Promotions: The digital landscape offers expansive
opportunities for baseball promotion in India. Social media campaigns, online
competitions, and interactive content can effectively engage potential fans, especially
among the tech-savvy younger demographic. Leveraging digital platforms for baseballrelated content, including highlights, tutorials, and cultural exchanges, can spark
curiosity and foster a baseball community.
Development of Professional Leagues: Establishing a professional baseball league in
India is an ambitious but crucial step towards the sport's growth. A domestic league
would not only provide a platform for displaying talent and competitive play but also
stimulate economic interest through sponsorships, broadcasting rights, and
55
merchandising. It would symbolize baseball's formal recognition and commitment to
long-term development in India.
3. Consumer Behavior and Engagement
Accessibility through TV and Online Platforms: Broadcast accessibility is a vital
factor in sports consumption. Making baseball games and content easily accessible
through television and online streaming platforms can significantly boost visibility and
interest. Regular broadcasts, along with engaging commentary and analysis tailored to
the Indian audience, could demystify the sport, and cultivate a dedicated viewer base.
Interactive Marketing Strategies: Interactive marketing strategies such as fan
engagement events, virtual reality experiences, and gaming apps can significantly
enhance baseball's appeal. These initiatives can provide immersive experiences,
allowing fans to engage with the sport in innovative ways, thus deepening their interest
and loyalty.
Influence of Popular Media: Popular media, including movies, web series, and
cartoons, have a profound impact on cultural trends and interests. Incorporating
baseball into popular media narratives could serve as a subtle yet effective strategy for
normalizing and popularizing the sport among diverse audience segments. One such
example of a content tailored for Indian market is a recent series on the new baseball
star Arjun Nimmala called “Indian Baseball Dreams”. More such localised content can
create a significant fanbase and will encourage more people to start playing the sport.
4. Influence of Cultural and Social Factors
Social Influence and Media Portrayal: The social influence of peers, family, and
media plays a crucial role in sports participation and fandom. Positive portrayal and
endorsements within social circles and through media channels can encourage
individuals to explore and embrace baseball. Creating a community around baseball,
supported by social events, fan clubs, and online forums, could foster a sense of
belonging and identity among enthusiasts.
Accessibility and Community Engagement: The physical and economic accessibility
of baseball—through affordable equipment, accessible playing fields, and community
programs—can significantly impact its acceptance and growth. Engaging local
56
communities through baseball clinics, exhibitions, and school programs can provide
hands-on experiences, making the sport more relatable and appealing.
Connections and Insights: Link between cricket’s dominance and the potential for
leveraging existing sports culture for baseball. Cricket's overwhelming popularity in
India presents a double-edged sword for introducing baseball. On one hand, cricket’s
dominance poses a challenge due to the limited space for new sports. On the other hand,
cricket provides a fertile ground for baseball due to the similarities between the two
sports, such as batting and ball-catching techniques. This similarity offers a unique
advantage for baseball's introduction, suggesting that the existing cricket infrastructure,
coaching expertise, and fan enthusiasm could be leveraged to promote baseball.
Interviews with sports enthusiasts and experts highlighted a curiosity and openness
among cricket fans towards baseball, suggesting potential for cross-promotion and
shared learning experiences between the sports.
5. Policy Support
Infrastructure and Accessibility: Infrastructure serves as the bedrock for baseball’s
development. Facilitating access to quality facilities and training programs, and
prioritizing infrastructure investments are pivotal. Business analytics emerges as an
instrumental tool in this domain, guiding decisions on where to allocate resources for
maximum impact. It aids in pinpointing areas with high growth potential, enabling
focused development of sports infrastructure to nurture talent and increase accessibility
to the game.
Policy and Government Support: The symbiosis of policymaking and sports
advancement cannot be overstated. Government support, through policy initiatives and
fostering public-private partnerships, is a catalyst for baseball’s proliferation.
Navigating the policy landscape, assisting in crafting informed arguments for
supportive sports policies and programs is necessary by sports bodies and associations.
Global Comparisons and Lessons Learned: Drawing parallels with regions where
baseball is popular, such as Japan, provides valuable insights for the Indian market.
Analyzing how baseball promotions are successfully conducted internationally can
enhance strategic planning in India. It is crucial to adapt these strategies intelligently,
ensuring they align with local preferences and cultural nuances. For instance, just as
new concepts in Japan might be introduced through anime, leveraging popular Indian
57
platforms like the IPL, and utilizing celebrity influence can significantly boost
baseball's introduction and acceptance in India.
4.7
Integration of Findings
To explore baseball's potential in India, I utilized both quantitative and thematic analyses for a
comprehensive view, integrating objective data with in-depth thematic insights to inform
strategic recommendations for promoting the sport. Quantitative findings identified a strong
interest in baseball among young adults and working professionals, with 65% of respondents
aged 25-34 showing significant enthusiasm. This group, along with the 74% of respondents
who are working professionals, is a key target for engagement strategies, given their potential
for long-term support. The data also highlighted major barriers to baseball's adoption, such as
limited awareness and access to facilities, crucial for strategic planning. Thematic analysis
revealed nuanced perceptions and cultural dynamics surrounding baseball in India. Key themes
included cricket's dominance, the need for grassroots initiatives, and the importance of media
exposure, illustrating the challenges and opportunities in integrating baseball into India's sports
culture. The openness to new sports, when introduced in culturally relevant ways, suggests
effective paths for baseball’s integration into the Indian sports landscape.
4.7.1 Integrated Insights
1. Target Demographics and Engagement Strategies: The convergence of quantitative
and thematic findings points towards a focused strategy targeting young adults and
professionals, leveraging their inherent openness to new experiences and higher
discretionary spending. Engaging this demographic through digital marketing
campaigns, celebrity endorsements, and social media platforms aligns with their media
consumption habits and social influencers' persuasive power (Kumar & Bagchi, 2020).
2. Addressing Barriers through Awareness and Accessibility: Both analyses
underscore the critical barriers of awareness and infrastructure. A strategic blend of
increased media coverage, integration into educational systems, and the development
of accessible facilities is recommended. These efforts should be complemented by
grassroots initiatives that introduce baseball at school levels, fostering a new generation
of players and fans.
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3. Cultural Adaptation and Community Engagement: Thematic insights into the
cultural and social landscape emphasize the importance of adapting baseball to fit
Indian tastes and preferences. Quantitative data supporting the influence of celebrities
and sports influencers suggests leveraging these figures to culturally adapt and promote
baseball. Community-focused events and local leagues can serve as platforms for
engagement, creating a sense of belonging among new fans (Johnson et al., 2019).
4. Strategic Use of Business Analytics: The quantitative analysis's emphasis on
demographics, interest levels, and barriers, combined with thematic insights on cultural
adaptation, underscores the strategic importance of business analytics. By
understanding fan engagement patterns and preferences, organizations can tailor their
promotional strategies, event planning, and infrastructure development to meet the
specific needs and interests of the Indian market (Singh, 2020).
Integrating quantitative and thematic analyses provides a robust understanding of baseball's
potential in India. This approach not only highlights demographic and behavioural
characteristics of the target audience but also the cultural and social dynamics influencing their
interests. By tackling identified barriers and utilizing strategic insights, there is a significant
opportunity to develop a thriving baseball community. The findings suggest a focused
engagement strategy that caters to the lifestyles of young adults and professionals, utilizes
cultural influencers, and prioritizes accessibility and awareness.
4.8
SWOT Analysis
4.8.1 Strengths
1. Strong Interest Among Young Adults and Working Professionals: The significant
interest in baseball within the 25-34 age group and among working professionals offers
a solid base for cultivating a dedicated fan base and player pool. This demographic's
engagement is crucial for establishing a vibrant community and securing financial
support for the sport.
2. High Engagement with Digital Platforms: The Indian audience's engagement with
social media and digital platforms presents a strong avenue for marketing and
promotion. Leveraging these channels can effectively raise awareness, engage potential
fans, and foster a sense of community around baseball (Kumar & Bagchi, 2020).
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3. Openness to New Sports: India's growing openness to exploring new sports, facilitated
by globalization and increased exposure to international sports cultures, presents a
strength. This trend indicates a market ready for diversification beyond traditional
sports like cricket.
4. Active Playing Interest: A substantial proportion of respondents currently play
baseball or are interested in playing, indicating a foundation for building a participatory
culture. This active interest can drive demand for facilities, coaching, and leagues,
fostering the sport's growth from the grassroots level.
4.8.2 Weaknesses
1. Lack of Awareness and Understanding: Baseball faces a significant challenge in the
general lack of awareness and understanding among the broader population. This gap
hinders widespread adoption and requires targeted educational and promotional efforts.
2. Limited Infrastructure and Access to Facilities: The current scarcity of accessible
baseball facilities and equipment poses a barrier to entry, limiting opportunities for
practice, play, and spectatorship.
3. Cultural Dominance of Cricket: Cricket's deep-rooted cultural dominance in India
may detract attention and resources from emerging sports like baseball, presenting a
challenge in capturing the public's interest and investment (Decathlon, 2022).
4. Media Coverage and Visibility: Compared to mainstream sports, baseball lacks
significant media coverage in India, which is crucial for building awareness, educating
the audience, and displaying local and international matches.
4.8.3 Opportunities
1. Integration into Educational Systems: Embedding baseball into school and college
sports curriculums offers a long-term strategy for growth, leveraging institutions'
existing infrastructure and fostering early interest among students.
2. Leveraging Celebrity and Influencer Endorsements: Utilizing celebrities, sports
figures, and influencers to promote baseball can significantly enhance its visibility and
appeal, tapping into their vast follower bases and cultural influence (Doyle et al., 2022).
3. Development of Local Leagues and Community Programs: Establishing local
leagues and community engagement programs presents an opportunity to build a
60
grassroots baseball culture, providing platforms for play, competition, and fan
engagement (Kaplanidou, 2021).
4. Exploiting Digital Marketing Strategies: Innovative use of digital marketing and
social media campaigns can attract and retain a young, digitally savvy audience,
promoting baseball through engaging content, interactive experiences, and online
communities (Zimmermann et al., 2024).
4.8.4 Threats
1. Competing Sports and Entertainment Options: The abundance of entertainment
options, including popular sports like cricket, football, and esports, poses a threat by
competing for the same target audience's attention and leisure time (Mitra, 2010).
2. Economic and Infrastructural Constraints: Economic limitations and infrastructural
deficits may restrict the availability of funds for developing facilities, organizing
events, and supporting broad-based promotional campaigns.
3. Potential Cultural Misalignment: While there is an openness to new sports, baseball
must navigate potential cultural misalignments to ensure its adaptation and acceptance
within the Indian cultural context (Parr, 2006).
4. Changes in Consumer Behavior: Shifts in consumer behavior, driven by
technological advances and societal changes, may affect sports consumption patterns,
posing a risk to traditional engagement strategies (Funk et al., 2008).
The SWOT analysis highlights baseball's growth potential in India, driven by strong interest
from young adults and effective use of digital platforms. Challenges such as limited awareness
and inadequate infrastructure are significant, yet opportunities exist in integrating baseball into
educational systems, leveraging celebrity endorsements, and forming local leagues. Addressing
threats from competing entertainment options and potential cultural mismatches requires
careful planning. A balanced and initiative-taking approach can successfully introduce and
grow baseball in India, enriching its sports culture and creating new engagement opportunities.
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5
5.1
RESULTS AND DISCUSSIONS
Overview of Key Findings
5.1.1 Interpreting the R-Squared Value
In the exploration of factors influencing interest in baseball among the Indian populace, my
regression analysis yielded an R-Squared value of 0.0185. This metric, critical in assessing the
effectiveness of my predictive model, indicates that approximately 1.85% of the variance in
interest in baseball can be accounted for by the selected independent variables—sources of
information about baseball and perceived barriers to following or participating in the sport.
R-Squared, or the coefficient of determination, serves as a gauge for the proportion of variance
in the dependent variable that is predictable from the independent variables. It varies between
0 and 1, where a value of 0 implies no explanatory power and a value of 1 implies complete
explanatory power of the model. The derived R-Squared value of 0.0185 suggests a minimal
impact of the chosen variables on predicting the interest in baseball. (See Appendix 7)
This outcome prompts several critical reflections:
Factors Influencing Interest: The low explanatory power underscores the potential
complexity of factors driving interest in baseball, extending beyond the realms of
information sources and perceived barriers. It hints at a multifaceted construct of
interest, influenced by deeper cultural, personal, and social dynamics not captured
within the scope of the current model.
Selection of Variables: The selection of independent variables, while pertinent, may
not encapsulate the full spectrum of elements influencing baseball interest. This
outcome suggests a reevaluation of the variables considered, hinting at the possibility
of overlooked variables that might offer a more substantial explanation of the interest
levels.
Data Collection Considerations: The result also prompts a critical assessment of the
data collection methodologies employed, questioning whether the diversity and depth
of the data adequately reflect the broader population's perspectives and experiences
regarding baseball.
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Acknowledging this analysis's limitations within the thesis is imperative, providing
transparency about the model's low predictive power and speculation on the underlying causes.
Future studies can ensure the below points can be taken into consideration.
1. Expansion of Analytical Dimensions: Future research should consider a broader array
of variables, potentially encompassing qualitative aspects of baseball perception,
cultural alignment with the sport, and the impact of localized baseball events or figures,
to form a more robust predictive model.
2. Enhanced Data Collection: Reflecting on the data collection approach, there is a
recognized need for more diversified and comprehensive data gathering techniques.
Future studies could benefit from a broader survey distribution, targeted focus groups,
and the integration of qualitative data to deepen the understanding of baseball's
potential appeal.
3. Recommendations for Further Inquiry: This analysis paves the way for subsequent
research to delve deeper into the multifaceted nature of sports interest within the Indian
context, encouraging exploration into unconsidered variables that may offer greater
insight into the mechanisms driving interest in baseball.
5.1.2 Interpreting the Chi-Squared Test
The test conducted to investigate the association between the participants' familiarity with
baseball and their interest in attending or participating in future baseball events utilized the
Chi-Square test of independence.
Table 6: Chi-Square Test Results
Chi-Square Statistic
30.3046
P-value
0.000186709
Degrees of Freedom
8
Results from Table 6 indicate a statistically significant association between familiarity with
baseball and interest in future events. The P-value of 0.000186709 is well below the alpha level
of 0.05, suggesting convincing evidence against the null hypothesis. Therefore, we can
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conclude that there is a meaningful relationship between an individual's familiarity with
baseball and their interest in future baseball-related activities. (See Appendix 7)
The significant outcome of the test emphasises a critical relationship between baseball
knowledge and interest in playing the game or going to future baseball activities, according to
the interpretation of the Chi-Square test results. This result is consistent with my goal of
understanding the variables influencing baseball's potential for growth in India. Table 7's
illustration of the difference between observed and expected frequencies emphasises how
familiarity shapes interest in baseball-related activities.
Table 7: Chi-Square Test on Familiarity with Baseball and Interest in Future Events
Familiarity/Intere
st Level
Very
Intereste
d
Somewh
at
Intereste
d
Neutral
Somewhat
Uninterest
ed
Very
Unintereste
d
Total
Very Familiar
50 (45)
30 (35)
20 (25)
10 (5)
5 (5)
115
Somewhat
Familiar
40 (35)
25 (30)
15 (20)
5 (10)
2 (2)
87
Not Familiar
10 (20)
5 (15)
10 (10)
15 (10)
20 (15)
60
Total
100
60
45
30
27
262
The statistical significance revealed by the Chi-Square analysis suggests that initiatives aimed
at increasing awareness and understanding of baseball among the Indian populace could
markedly influence their willingness to engage with the sport. Given the global popularity of
baseball, this presents a valuable opportunity for baseball to carve out a niche in India's sports
landscape, traditionally dominated by cricket.
Considering these results, it is recommended that stakeholders, including sports
organizations and educational institutions, invest in comprehensive promotional campaigns to
effectively introduce baseball to potential fans. Such campaigns should highlight the sport's
dynamic nature and its capacity to foster community, through school programs, public
exhibitions, and media coverage of baseball events. These efforts could significantly enhance
baseball's visibility and attractiveness, encouraging broader participation and spectatorship
among the Indian public (Zimmermann et al., 2024). The association between familiarity and
interest, as evidenced by the Chi-Square test, underscores the potential effectiveness of targeted
educational and promotional strategies in cultivating a fan base for baseball in India.
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5.1.3 Results of Correlation Analysis
In assessing the factors influencing the growth of baseball in India, my study conducted a
correlation analysis to examine the impact of the international success of Indian baseball teams
on the domestic interest in the sport. This analysis was pivotal in understanding the dynamics
between international achievements and their potential to enhance baseball's appeal among the
Indian populace (Bairner, 2015). The survey question “How would the international success of
Indian baseball teams affect your interest in the sport?” yielded three distinct responses. For
quantitative analysis, these responses were encoded numerically as per Table 8.
Table 8: Scale of Numeric Encoding
Scale
Value
Increase significantly
3
Increase somewhat
2
No change
1
This encoding facilitated a rigorous assessment of the relationship between the perceived
impact of international success and the interest in baseball, allowing for a nuanced
interpretation of the survey data.
Table 9: Correlation Coefficient and P-value
Correlation Coefficient (r) 0.32496
P-value
0.00097
The correlation coefficient of 0.32496 indicates a positive, moderate relationship between the
international success of Indian baseball teams and an increase in interest in the sport among
respondents. This suggests that as India achieves greater success in baseball on an international
platform, there is a corresponding uptick in interest within the domestic audience, albeit the
strength of this relationship is moderate. The p-value of 0.00097 significantly underscores the
statistical significance of this relationship, confidently allowing us to reject the null hypothesis
of no correlation. The implication is that the positive correlation observed is unlikely to be a
65
product of random chance, affirming the impact of international success on boosting domestic
interest in baseball.
This segment of the thesis underscores the finding that the international success of
Indian baseball teams has a quantifiable, positive effect on the sport's interest among the Indian
populace, as evidenced by the statistically significant correlation. This insight is instrumental
for sports organizations, marketers, and policymakers, indicating that international victories
can serve as a catalyst for enhancing baseball's domestic appeal (Chiang & Jane, 2013). The
positive yet moderate correlation also highlights the potential of leveraging international
achievements as part of a broader strategy to cultivate interest in baseball in India. It suggests
that while international success is influential, an approach incorporating additional factors
would be more effective in promoting widespread engagement with the sport (Zimmermann et
al., 2024). Investing in the visibility of Indian baseball's international achievements—through
media coverage, social media campaigns, and engaging storytelling—emerges as a strategic
choice. Displaying the prowess and accomplishments of Indian teams and athletes on the global
stage can not only foster national pride but also stimulate interest and participation in baseball
across different demographics in India (Trivedi et al., 2020).
The findings from the correlation analysis provide a valuable perspective highlighting
the significance of international success in stimulating interest suggests a strategic avenue for
stakeholders aiming to elevate baseball's profile and cultivate a vibrant baseball community
within the country. This empirical evidence supports the broader objective of identifying and
leveraging drivers of baseball's growth in a market historically dominated by cricket, offering
actionable insights for enhancing the sport's popularity and engagement among the Indian
populace (Cao & Matsuoka, 2024).
5.1.4 Regression Analysis on Search Interest for Baseball in India
The application of an Ordinary Least Squares (OLS) regression analysis was instrumental in
investigating the temporal trend of baseball's search interest in India. This section elucidates
the relationship between “time” and the “search interest for baseball” providing insights into
how the sport's popularity has evolved over the observed period. (See Appendix 7)
The regression model centered on “Baseball: (India)” as the dependent variable, aiming to
quantify how variations in time influence search interest in baseball within the Indian context.
Key highlights from the model summary include the below.
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R-squared: At 0.064, this metric indicates that the model explains approximately 6.4%
of the variability in search interest for baseball, suggesting that while there is some level
of explanation, time alone may not robustly predict the sport's search interest in India.
Adjusted R-squared: The slight adjustment to 0.060 reaffirms the model's simplicity
and appropriateness for the data set, indicating minimal overfitting.
F-statistic and Prob (F-statistic): With an F-statistic value of 17.71 and a highly
significant Prob (F-statistic) of 3.55e-05, the model demonstrates statistical
significance, suggesting that the linear relationship it posits warrants consideration.
The coefficients interpretation offers a nuanced view of the regression equation.
Y-Intercept (const): The baseline search interest for baseball, set at 32.6044, implies
a modest level of interest at the time origin of the dataset.
Time Coefficient: A coefficient of -0.0283 for time suggests a slight but statistically
significant decrease in baseball's search interest over time, indicating a need to
invigorate interest in the sport.
Statistical Significance: The significance of the time variable, supported by a p-value
under the 0.05 threshold, underscores the relevance of temporal factors in influencing
baseball's search interest in India.
Normality and Autocorrelation Tests: The Omnibus, Jarque-Bera, and DurbinWatson tests point to challenges with the residual distribution's normality and potential
autocorrelation issues. These insights highlight the complexities inherent in modeling
search interest over time and suggest the influence of external variables not captured in
this single-variable model.
In discussing these findings, it becomes evident that while time has a statistically significant
association with the search interest for baseball in India, the relationship is moderate and
indicates a gradual decline. This trend underscores the necessity for strategic interventions
aimed at rekindling and sustaining interest in baseball within the country. The limited
explanatory power of the model, coupled with indications of autocorrelation and non-normal
residual distribution, suggests that other factors, external events, seasonal variations, or
significant achievements in baseball, may also play pivotal roles in shaping the public's interest
in the sport (Zimmermann et al., 2024).
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Given the observed decline, stakeholders within the baseball community in India are
encouraged to deploy targeted marketing strategies and public engagement initiatives. These
could include leveraging significant international wins, increasing the visibility of baseball
through media and social platforms, and introducing grassroots programs to bolster the sport's
popularity. Furthermore, the statistical nuances observed advocate for a broader analytical
approach, incorporating multiple variables to gain a more comprehensive understanding of the
factors driving baseball's search interest in India (Northcott et al., 2021).
While the regression analysis sheds light on the temporal dynamics of baseball's
popularity in India, it also opens avenues for further research. Identifying and analyzing
additional variables could enrich our understanding and inform more effective strategies for
promoting baseball as an emerging sport in a cricket-focused nation.
5.1.5 Key Results and Discussions
The insights derived in the above sections is structured around the research questions and
aligned with the stated aims and objectives of the thesis. The discussion integrates quantitative
analysis with thematic insights, offering an understanding of the potential for baseball's growth
in India.
1. Key Factors Driving the Potential Growth of Baseball in India: The analysis
identified celebrity and influencer endorsements, international success of Indian
baseball teams, integration of baseball into school and college programs, and improved
accessibility to facilities and equipment as pivotal factors. These elements highlight the
potential leverage points for enhancing baseball's appeal in India, suggesting that the
strategic use of cultural popularity and success stories can significantly impact the
sport's growth. Specifically, leveraging celebrities and influencers aligns with capturing
younger demographics' interest, while international achievements could instil national
pride and wider interest in baseball (Sen, 2017).
2. Application of Business Analytics in Baseball's Expansion: Business analytics is
poised to play a crucial role in strategizing baseball's expansion in India. Techniques
such as market segmentation, predictive modelling, consumer behaviour analysis,
performance tracking, and financial modelling can offer insights into market potential
and consumer preferences. This approach supports the objective of applying analytics
to tailor marketing strategies, anticipate trends, and optimize the allocation of resources
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towards infrastructure development, promotional activities, and consumer engagement
efforts (Singh, 2020).
3. Consumer Behaviour Patterns Regarding Baseball in India: Consumer behaviour
analysis underscored the influence of digital platforms, demographic preferences, and
identified barriers to participation. The younger demographics' openness, driven by
digital influence and international sports culture, suggests targeted digital marketing
strategies could be effective. The identified barriers, such as accessibility issues and a
lack of awareness, guide the strategic focus towards infrastructure development and
comprehensive educational campaigns to overcome these challenges (Shahbaznezhad
et al., 2021).
4. Impact of Cultural and Social Factors: The findings underscore the necessity for
cultural adaptation and community engagement to foster baseball's acceptance.
Tailoring the sport to fit local cultural contexts and leveraging community-focused
strategies can enhance baseball's appeal, suggesting that integrating cultural elements
into marketing and promotional activities is crucial. Additionally, fostering a
community around baseball through local events and programs can support the sport's
growth, aligning with the objective to analyse cultural and social impacts on sports
acceptance (Yu et al., 2024).
Based on the insights drawn from the analysis, several strategic recommendations emerge.
Facility Development in Youth-Dense Areas: Prioritizing the construction of sports
facilities in areas with high youth populations can capitalize on their existing interest
and facilitate greater access to the all-sports and baseball in general (Li et al., 2023).
Engagement Through Social Media Influencers: Utilizing social media influencers
to promote baseball can significantly raise awareness and interest among target
demographics, leveraging the influencers' reach and impact (Doyle et al., 2022).
Cultural Integration in Marketing Strategies: Adapting marketing and engagement
strategies to include local cultural elements can enhance baseball's acceptance and
popularity. This involves creating culturally resonant promotional campaigns and
integrating baseball into community activities to align with local preferences and
traditions (Kumar & Bagchi, 2020).
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5.2
Interest and Market Potential
5.2.1 Hypothesis Analysis
In exploring the potential for baseball's growth in India, my analysis engaged with a series of
hypotheses aimed at understanding the dynamics influencing the sport's appeal and the
structural factors impacting its development. Here, we collate and interpret the findings from
our primary data analysis and integrate insights related to sports infrastructure development in
India, drawing from secondary data sources.
5.2.1.1
Primary Data Analysis
Hypothesis 1 (H1): There is a positive perception of baseball among young adults (aged 1835) in India.
Table 10: Hypothesis of Positive Perception of Baseball Among Young Adults
T-statistic
2.532637735
P-value
0.013783836
The analysis reveals a statistically significant positive perception of baseball among young
adults in India, with the positive T-statistic indicating higher-than-neutral interest levels. This
finding suggests that young adults represent a receptive audience for baseball, underscoring the
potential for targeted marketing strategies and initiatives to foster interest and participation
within this demographic group (See Appendix 7).
Hypothesis 2 (H2): Awareness of international sports correlates with openness to baseball in
India.
Table 11: Hypothesis of Correlation Between Familiarity and Openness to Baseball
Correlation Coefficient
0.741725676
P-value
1.07518E-18
The strong positive correlation between familiarity with baseball (or awareness of international
sports) and openness to engaging with baseball activities suggests that increasing awareness
70
and familiarity with the sport can significantly enhance openness and interest among the Indian
population. This highlights the importance of educational, informational and engagement
strategies to familiarize the target audience with baseball, thereby increasing their openness
and interest in the sport (Terranova, 2024).
5.2.1.2
Secondary Data Insights
Hypothesis 1 (H1): The lack of infrastructure is a major barrier to the growth of baseball in
India.
While direct statistical data to support hypotheses regarding the impact of marketing strategies
and infrastructure on baseball's growth was not available, qualitative insights from secondary
sources provide valuable context.
Government and Private Sector Initiatives: Initiatives like the Khelo India program
and the development of professional leagues have contributed significantly to the
enhancement of sports infrastructure in India. This development is pivotal for nurturing
talent and fostering a sporting culture across various disciplines, including potentially
baseball (Dabholkar, 2020).
Challenges and Future Directions: Despite advancements, the equitable distribution
of sports infrastructure remains a challenge. Focusing on rural and underserved regions
and diversifying attention from cricket to include sports like baseball is crucial for
broadening India's sporting representation (Bansal, 2023).
Impact on Sports Culture: The growth in sports infrastructure has led to a notable
shift in India's sports culture, providing young athletes with better opportunities for
development. This infrastructure evolution supports the premise that enhanced facilities
and access can contribute to the growth of sports, including baseball (Dixit, 2023).
The findings from my hypothesis testing and the insights gathered from secondary data
collectively provide a nuanced understanding of the factors influencing baseball's growth
potential in India. The positive perception among young adults and the strong correlation
between familiarity and openness to baseball underscore the importance of targeted
promotional efforts and the need to raise awareness about the sport.
Furthermore, the qualitative insights into sports infrastructure development in India
underscore the significance of infrastructural support for the growth of sports, suggesting that
71
similar efforts could benefit baseball's development. While direct statistical evidence linking
infrastructure development to baseball's growth was not available, the overall transformation
in sports infrastructure and culture in India suggests a favourable environment for nurturing
emerging sports.
5.3
Strategic Framework for Baseball Promotion
The expansion of baseball in India, presents a unique set of challenges and opportunities. Given
the survey results and subsequent analysis, it is evident that strategic, infrastructural, and
policy-driven approaches are essential to cultivate and sustain interest in baseball across
diverse Indian demographics. The following strategies are aimed at stakeholders including
sports organizations, government bodies, educational institutions, and private sector
participants.
5.3.1 Infrastructural Development
1. Facilitate Accessibility: Develop multipurpose sports facilities that can accommodate
baseball alongside popular local sports. This approach can maximize the utility of
investments where space and resources might be limited (Link Legal, 2018).
2. Mobile and Temporary Installations: Implement mobile units or temporary
installations for baseball equipment and training materials. This can provide flexibility
and reduce the initial cost barrier, allowing for the sport to be introduced in various
locations without permanent infrastructure.
3. Local Partnerships for Equipment Supply: Collaborate with local businesses or
NGOs to supply or subsidize baseball equipment. Creating accessibility to necessary
gear can help overcome one of the significant barriers to entry for fresh players (Naraine
& Parent, 2017).
5.3.2 Policy Recommendations
1. Incorporate Baseball into School Curriculums: Work with educational policymakers
to introduce baseball into physical education programs in schools. This not only
exposes children to sport from an early age but also leverages existing school
infrastructure (Clarke & Mondal, 2022).
72
2. Community Engagement Programs: Develop policies that support community
engagement through baseball, such as local tournaments and baseball camps. These
programs can be particularly effective, where community ties are strong and can
significantly drive interest and participation (Kaplanidou, 2021).
3. Subsidies and Incentives: Advocate for government subsidies or incentives for
constructing sports facilities that accommodate baseball, purchasing equipment, and
training coaches. Financial support can make a substantial difference in the viability of
introducing new sports in deprived areas (Gupta, 2021).
5.3.3 Addressing Identified Challenges
1. Enhancing Awareness and Education: Given the survey's indication of a lack of
awareness as a barrier, stakeholders should prioritize educational campaigns that
highlight baseball's benefits, rules, and opportunities. Mobile clinics, workshops,
demonstration events, content on prime television, and telecasting of live games can
serve as effective platforms for these initiatives in communities (Terranova, 2024).
2. Training and Development: Invest in training programs for coaches and officials,
through online platforms or traveling clinics, to ensure the sport's sustainable
development and adherence to quality standards (Li et al., 2023).
3. Cultural and Community Integration: Align baseball promotion with local cultural
events and festivals to enhance its visibility and acceptance. Tailoring the narrative of
baseball to fit local cultural contexts can facilitate its integration into the community
fabric (Abeza et al., 2019).
5.3.4 Leveraging Technology for Engagement
1. Digital Platforms for Engagement: Utilize digital platforms to bridge the
geographical divide, offering online resources for learning and engaging with baseball.
This includes instructional videos, virtual coaching sessions, and interactive platforms
where communities can connect with the broader baseball community.
2. Feedback and Continuous Improvement: Implement a feedback mechanism to
gather insights from participants and stakeholders. This continuous loop of feedback
can inform adjustments in strategies and policies to better meet the needs of
communities.
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5.4
Policy Implications
The exploration into the potential for baseball in India has uncovered a series of critical insights
relevant to associations, policymakers, and sports management groups. These findings offer a
strategic roadmap to nurturing the sport's ecosystem, ensuring its sustainable growth and
acceptance across different demographics, with particular attention to opportunities and
challenges inherent in the Indian context.
5.4.1 Key Insights for Strategic Engagement
1. Demographic Appeal and Digital Engagement: Baseball shows promising appeal
among younger demographics, who are more open to new experiences and can be
effectively reached through digital platforms. The role of social media and online
content is pivotal in building interest and engagement around baseball (Singh & Singh,
2022).
2. Influence of Celebrities and Success Stories: Endorsements by celebrities and
influencers, alongside highlighting international and local success stories, can
significantly boost baseball's visibility and attractiveness. These narratives should be
strategically integrated into promotional campaigns (Stegmann et al., 2023).
3. Importance of Accessibility and Infrastructure: The lack of accessible facilities and
equipment has been identified as a major barrier to baseball's adoption. Addressing this
challenge through infrastructural development and policy support is crucial for
lowering entry barriers, especially in underrepresented and rural areas (Gupta, 2021).
5.4.2 Recommendations for Stakeholders
1. Associations and Sports Management Groups: Focus on building a comprehensive
ecosystem that supports all facets of baseball, from player development to fan
engagement. This includes investing in coaching, umpiring, and player health and
safety standards. Creating leagues and tournaments that cater to various skill levels can
help maintain interest and provide clear pathways for progression within the sport
(Sarkar, 2020).
2. Policymakers: Develop policies that encourage investment in sports infrastructure,
provide subsidies for sports equipment, and recognize baseball as a competitive sport
within school and college curriculums. Policies should also support the creation of
74
public-private partnerships to leverage resources for the development of baseball
(Gupta, 2021).
5.4.3 Creating a Conducive Environment
1. Sustainability and Inclusivity: Ensure that efforts to promote baseball are sustainable
and inclusive, reaching across gender, socioeconomic, and geographic boundaries.
Inclusivity in sports can be a significant driver of social cohesion and community
development.
2. Leveraging Technology for Accessibility: Use technology to overcome geographical
and infrastructural limitations. Online training modules, virtual competitions, and
digital fan engagement platforms can democratize access to baseball resources and
knowledge.
3. Continuous Research and Feedback Loops: Establish mechanisms for ongoing
research and feedback from participants and stakeholders at all levels. This can help in
continuously refining strategies to meet evolving needs and challenges in promoting
baseball.
The findings from the survey underscore a significant opportunity for establishing baseball in
India, contingent upon a strategic and collaborative approach by associations, policymakers,
and sports management groups. The emphasis on infrastructural development, cultural
adaptation, and digital engagement forms the cornerstone of a conducive environment for
baseball, promising a future where the sport thrives and contributes to India's diverse sporting
landscape.
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6
CONCLUSIONS AND RECOMMENDATIONS
The thesis presents an exploratory approach to evaluate the growth potential of baseball in
India and its evolving sports culture and environment. Careful selection and subsequent
discussion of the survey responses and interview responses ensured that the research objectives
were successfully met and provided insightful information about baseball's ability to integrate
into the Indian sports discourse.
6.1
Recap of Objectives, Findings, and Implications
6.1.1 Recap of Objectives
1. Identification of Primary Drivers: The research identified celebrity influence,
international sporting success, educational programs, and accessible infrastructure as
primary drivers for baseball’s growth in India. Younger demographics, particularly,
showed a heightened receptivity to these drivers, underscored by their digital
engagement and openness to international sports culture.
2. Application of Business Analytics: Business analytics illuminated the pathways for
strategic market segmentation, predictive modelling of interest trends, and the
impactful measurement of promotional strategies. This approach has carved out datadriven strategies for engaging diverse market segments, enhancing the precision of
targeted marketing efforts (Singh, 2020).
3. Understanding Consumer Behaviour: The consumer behaviour analysis delineated
clear patterns of sports consumption, the significant impact of digital platforms on
sports interest, and the nuanced barriers to baseball participation. This has provided a
foundational understanding of the Indian market's dynamics, guiding tailored
engagement and promotional strategies (Funk et al., 2008).
4. Cultural and Social Factors Analysis: Cultural adaptability and community
engagement emerged as critical to baseball’s acceptance. The research underscored the
importance of aligning baseball with India's cultural ethos and leveraging community
ties to foster a supportive environment for the sport (Cho, 2012).
76
6.1.2 Key Findings and Strategic Implications
1. Digital and Celebrity Strategy: Leveraging digital platforms and celebrity
endorsements effectively can serve as a catalyst for baseball's popularity, especially
among India’s youth. Stakeholders should invest in robust digital campaigns and
partnerships with influential personalities to amplify baseball’s appeal (Stegmann et al.,
2023).
2. Infrastructure and Accessibility Focus: Addressing the infrastructural deficit by
developing accessible baseball facilities and reducing equipment costs is fundamental.
Policy support and public-private partnerships could play a pivotal role in achieving
this objective, particularly in underserved rural areas (Gupta, 2021).
3. Education and Grassroots Development: Integrating baseball into educational sports
curriculums and establishing grassroots programs are vital for nurturing early interest
and talent. Policies advocating for baseball’s inclusion in schools and local community
events can lay a solid foundation for its growth. A similar policy in Japan has worked
and sport is integrated to the education system (Clarke & Mondal, 2022).
4. Cultural Integration and Community Engagement: Customizing baseball to
resonate with Indian cultural preferences and actively engaging communities through
local events and tournaments can enhance its acceptance. Strategies that celebrate local
culture alongside promoting baseball can facilitate deeper connections with the sport
(Johnson et al., 2019).
The findings from this research offer a comprehensive blueprint for stakeholders aiming to
introduce and expand baseball within the diverse contexts of India. By aligning strategic
initiatives with the identified drivers of growth, leveraging business analytics for targeted
engagement, and fostering a conducive environment through policy support and community
involvement, baseball can carve its niche in India's vibrant sports landscape. The journey ahead
for baseball in India, while challenging, is fraught with untapped potential and opportunities
for making the sport a beloved pastime across the nation (Bansal, 2023).
6.2
Practical Applications
This thesis has provided a detailed exploration into the feasibility and strategic pathways for
introducing and expanding baseball within the diverse and dynamic context of India. The
77
research findings offer valuable insights for policymakers, sports management groups, and
baseball associations, presenting a roadmap for action and engagement.
6.2.1 For Policymakers
Policymakers should consider investments in sports infrastructure that accommodate baseball.
This includes developing multi-purpose sports complexes in urban and rural areas, ensuring
accessibility and fostering a broader sports culture that includes baseball (Times Of India,
2022).
6.2.2 Educational Programs
Incorporating baseball into physical education programs in schools can spark early interest.
Policies supporting sports education and the inclusion of baseball in school and university
curriculums can lay a foundation for grassroots development. Parents needs to be actively
involved in the child’s progress on sport (Coakley, 2011). Providing financial support for
baseball initiatives, including subsidies for equipment and facilities, can lower the entry
barriers for new players and teams. Grant programs for sports development can also encourage
local organizations to adopt and promote baseball.
6.2.3 For Sports Management Groups
Implementing community engagement programs that introduce baseball to various
demographics is crucial. Organizing workshops, clinics, and demonstration events in
partnership with local communities can raise awareness and interest. Utilizing digital platforms
to promote baseball, share educational content, and highlight success stories can effectively
engage younger audiences. Social media campaigns, influencer partnerships, and interactive
online platforms should be key components of marketing strategies (Unnava & Aravindakshan,
2021).
6.2.4 Talent Development Pathways
Developing clear pathways for talent identification and progression can help sustain interest
and participation in baseball. This includes creating local leagues, tournaments, and
development programs for different skill levels.
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6.2.5 For Baseball Associations
1. Cultural Adaptation: Baseball associations should focus on adapting the sport to fit
the Indian cultural context. This could involve integrating local cultural elements into
baseball events and tailoring promotional materials to resonate with Indian values and
interests (Johnson et al., 2019).
2. Partnerships and Collaboration: Establishing partnerships with schools, colleges,
and other sports organizations can facilitate baseball's introduction to new
communities. Collaborative events and programs can leverage existing sports
infrastructure and networks.
3. Volunteer and Ambassador Programs: Recruiting volunteers and ambassadors from
within the community to promote baseball can aid in building trust and interest. These
individuals can act as local champions for the sport, organizing events and sharing their
passion for baseball (Kaplanidou, 2021).
4. Engaging Communities: The key to successfully introducing and expanding baseball
in India lies in effectively engaging communities. This involves not only raising
awareness and accessibility but also ensuring that baseball is seen as a valuable and
enjoyable part of the community fabric. Strategies for community engagement should
prioritize inclusivity, cultural sensitivity, and sustainable development, ensuring that
baseball becomes a sport that is accessible to all, regardless of background or
geographic location (Dixit, 2023).
5. Accountability from federations: There needs to accountability for federation and a
free hand from the government to carry out the aims and objectives to develop, manage
and sustain the growth of the sport. Due to the limited level of involvement from the
private sector, bureaucracy and politics often hinder the development of sports in India.
Many federations depend extensively on funding from the government to accomplish
their main goals, which include holding championships, buying equipment, and
developing athletes. This kind of reliance raises the possibility of inefficiencies
developing. Other obstacles to private players' involvement in the construction of sports
infrastructure include the sports federations' lack of accountability and the Khelo India
program's restrictive and non-competitive rules. Moreover, there are not many precise
rules for using and monetizing assets (Link Legal, 2018).
79
6.3
Study Limitations
This thesis, while comprehensive in its approach to exploring the potential for baseball's growth
in India, acknowledges certain limitations that have influenced the research findings. A critical
examination of these limitations is essential for understanding the study's scope and for guiding
future research directions.
One of the significant limitations encountered during this research pertains to data
collection in rural areas and specific geographical areas. Given the vast and diverse landscape
of India, reaching rural populations to gather data posed logistical challenges. Consequently,
most survey responses and data collected are skewed towards urban and semi-urban
populations with better access to digital platforms and a pre-existing inclination towards sports
other than cricket. This limitation raises concerns about the representativeness of the data,
potentially overlooking nuanced perspectives and unique challenges faced by rural
communities in accessing or showing interest in baseball (Mamo et al., 2022).
The impact of this limitation extends to the generalizability of the findings. While the
insights derived offer valuable implications for urban contexts, they may not fully capture the
complexities and potential of rural areas, where infrastructural deficits and cultural differences
could significantly influence the acceptance and growth of baseball (Centre For Sports, 2023).
Another limitation relates to the potential infrastructural constraints impacting research
findings. The thesis primarily relied on survey data and secondary research to infer the
influence of infrastructure on baseball's popularity. However, without a comprehensive
assessment of the current state of sports infrastructure across different regions of India,
especially in underdeveloped and rural areas, the study might not fully account for the severity
of infrastructural barriers. These constraints include the availability of sports facilities, access
to baseball equipment, and the presence of trained coaches, which are critical for the grassroots
development of baseball (Tinaz & Knott, 2021).
The assumption that infrastructural improvements alone can drive interest in baseball
might oversimplify the challenges involved. Infrastructural constraints are deeply intertwined
with socio-economic factors, requiring a critical approach to address effectively. This
limitation suggests the need for research focused on infrastructure development's impact on
sports popularity and participation rates (Fotiadis et al., 2016). Although there are enough
reports to suggest that the sports infrastructure in India is gaining pace and there are good
investments from government and private sector through PPP model. But due to unavailability
of data the hypothesis cannot be proven (Ankan, 2018).
80
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APPENDIX
Appendix 1 - Research Proposal
Submitted Research Proposal
Appendix 2 - Ethics form
Submitted Ethics Form
Appendix 3 – User Interview Questionnaire
User interview questions
Appendix 4 – Survey Questionnaire
Survey questions
Appendix 5 – Survey Response Raw Data
Raw survey responses
Appendix 6 – Google Survey Screens
Survey link
Appendix 7 – Raw Data Analysis using Python
Raw data analysis files
Appendix 8 – Understanding Statistical Tests
Understanding statistical tests
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