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Sports bars as a business and entertainment proposition has just begun in India. The lifestyle of the urban population is changing and bars and clubs are being socially accepted. People in India today are going out to eat and drink is only increasing. The need for a change in ambience and experience is growing. With the success of local sporting tournaments like the IPL the fan following and the loyal base would only increase as the years go by. It is up to the marketers and the entrepreneurs to capitalize on this growing trend.

This paper tries to study the evolution of sports bars in India. It tries to study the path the service industry has followed to have eventually evolved into sports bars. The study also tries to explain the different factors that are influencing the customer's decision making while visiting a sports bar. This paper tries to define the different segments of customers who visit the sports and the factors that influence their decision making. It also elaborates the consumptions habits of customers in a sports bar and the differences in their consumption patterns on match day as opposed to a non match day.

The paper also documents the system of operations of a sports bar. The investment it takes to open a sports bar and the various marketing activities they take up in order to run a successful sports bar.

Suggestions

Sports bars need to focus on marketing themselves as sports grill; focusing on the food services apart from being a sports bar would help them sustain themselves during non-match days. As noted from the information garnered by the In-Depth interviews with the bar owners and managers the revenue generated on match days is more than twice of a non match day.

IPL season which is the big money earner for sports bar lasts only for 2 months in a year. After this only a few matches happen which are of interest to larger group of customer every month. Due to this retail space of the bar is underutilized during the off days. These sports bars already focus on providing the highest quality of food to their customers, they also need to promote this fact whilst continuing to promote the sports bar match screenings itself.

Sports bars can have events like pasta festival or steak festivals which are in sync with their western image. This will bring in the crowd for lunch and will help the bars sustain the running costs easily and increase profits.

The option of subliminal branding and tie-ups with sports equipment manufacturers as mentioned above can also be explored

Limitations of the study

The primary research conducted with the industry experts like bar owners and bar managers is geographically limited due to which all the In-Depth interviews were conducted in Hyderabad. One of the biggest limitations is that the complete survey was conducted online and hence was limited to only people who had access to the internet. Also the questionnaire was administered to people only from the cities of Hyderabad and Mumbai, due to this the research was very limited and could not ta本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。