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College athletic directors face the difficulty of setting a price for goods and services they provide to the public. One complementary good provided as a part of major college sports events is game-day programs. This paper estimates a demand function for football programs using 11 years of data for an NCAA Division I-AA college. Least median of squares (LMS), a new outlier-resistant estimation technique, is used to refine the model and provide a more useful estimate of the demand function. The revenue- and profit-maximizing program price is found and compared with prices actually charged throughout the sample period.
S. Jarrell is with the Department of Management & International Business and R.F. Mulligan is with the Department of Business Computer Information Systems and Economics, College of Business, Western Carolina University, Cullowhee, NC.