Variables affecting the market demand of sport lottery sales in China

Abstract

Purpose The purpose of this paper is to examine the market demand of sport lottery in China from the following perspectives: available types and varieties of sport lottery, number of retail outlets, public welfare funds, promotion costs, per capita income, and population. Design/methodology/approach As the earliest province of issuing the sales of sport lottery and having one of the largest sales volumes in China, Guangdong Province was chosen for conducting the current study. Data were obtained from 14 sport lottery administration and distribution centers and statistics bureaus of 14 corresponding municipal cities. Multiple regression analysis was used. Findings Multiple regression analyses revealed that number of retail outlets, promotion cost, per capita income, and public welfare funds were positively (p<0.05) predictive of sport lottery sales; however, available types and varieties of sport lottery were not found to be significantly (p>0.05) related to total sport lottery sales. The findings are discussed in the context of theories and practices in the marketing and administration of sport lottery sales in China. Research limitations/implications Similar studies are suggested to be conducted in provinces and regions beyond Guangdong Province. Originality/value This study combined socioeconomic characteristics of the population, lottery game characteristics and management factors for the first time.