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ke into account pan Indian trends and perspective. The In-Depth conducted with the consumers was also limiting as they belonged to the same socio-economic strata. Also as the sports bar industry is fairly new the branding there is quite limited.

Scope for Future Research

All the above mentioned limitations can be addressed in the future researches. The study can also dwell deeper into the financial aspects of the sports business and the profitability of the business. The future research can cover all cities in India and understand the common trends in these areas. The future study can also plot the branding opportunities as the scale of operations of the sports bar increases and the local fan base become stronger.

APPENDIX - I

In-depth Interview guidelines - owners and managers

Understanding the scale of operations

* Tenure of employment in this place?

* When was the bar launched?

* Capacity of the bar?

* No of employees and their designations?

* Capital required to start a sports bar

· Annual/Monthly turnover

Understanding the customer profile

· Age group of the customer?

· The ratio of customer who are : students, working professionals, families

· Ratio of women to men

· Do women come in alone

The impact of live match telecast

* Difference in the number of customers on a match day

* Difference in the sex ratio

* Difference in the revenue generated

* Are women interested in sports

* What level of involvement do women have with sports

Sports

· Which sports are the most popular

· Difference in the profile of customers for different sports matches

Business

* What promotional events do they have

* Difference in revenue through food and alcohol

* Average time of stay

* Why sports bar and not a normal bar

* What according to the owner are the differences

Consumption Habits

* Lunch or dinner which is more popular?

* Difference during match and otherwise

* Average consumption

Appendix - II

In-Depth Interview Guidelines - Customers

Demographics

* Age

* Sex

* Occupation

* Income

Understanding their habits

· What do you do for entertainment

· How often do you go out

· Where do you go

· Who do you go with

Alcohol Consumption Pattern

* Do you drink

* How often do you drink

* Where do you drink

* Who do you drink with

Sports Bars

* Awareness

* Have you visited a sports bar

* What are the differences between it and a normal bar

* Why do you like sports bar

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