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IMDR’s Journal of Management Development & Research 2023-24
combined team structure, with men's and women's players fighting for the same championship on

the same team. With fresh and creative forms, the league hopes to introduce chess to millions of

fans and give it a new look. Together, FIDE and Tech Mahindra are utilizing next-generation
technologies to leverage interactive platforms that make the game of chess more popular.

2.8 Pro Panja League An arm-wrestling competition held professionally in India is called Pro

Panja League. Swen established the league.

3. Literature review:

"Consumer preference" refers to choices made by customers to improve their degree of satisfaction.
Customers may select what they want to buy, but they don't always have total control over the kind

of goods they buy. Consumer choice theory has been around for a while. It's been used to explain
consumer behavior. There are many other situations in which customer preferences can be applied,

such as product design, marketing, and advertising. Three factors influence customers' decision-

making, according to the theory: context, other people's choices, and their own preferences.
Consumers are also influenced by social norms and cultural values, which may be thought of as

peer pressure to adopt specific behaviours or attitudes.

Customers favor goods that fit in nicely with their lifestyles. Customers are more inclined to choose
a product over alternatives if it offers greater ease and flexibility. Consumer preferences, consumer

choice theory, consumer choice model, transitivity economics, and preferences in economics are

terms used to describe the decisions that customers make in an effort to optimize their degree of
contentment. Customers may select what they want to buy, but they don't always have total control

over the kind of goods they buy. One of the main drivers of the economy is customer preference.It
is among the most significant variables affecting price, supply, and demand. A simple illustration

would be if a patron of a restaurant was presented with the choice between two entrees: steak and
chicken. Which would the buyer select? Most likely, they'll choose with the one they like better or

have greater motivation to purchase.

1. Consumer Preferences in Sports: For the sports sector, researching consumer preferences in

sports is essential (Kahle & Close, 2011). Studies conducted in this field offer important new
understandings of the variables affecting fan participation, team loyalty, and the general intake of

sports media (Kerr & Drennan, 2016). Sports leagues and teams must comprehend the fluid nature

of consumer preferences in order to adjust their marketing plans and product offerings to the
changing demands and expectations of their fan base (Wakefield & Blodgett, 1996).

2. Economic Impact of Sports Consumption: Many academic fields, including broadcasting,

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