1 / 20

SPORT CONSUMER BEHAVIOR

SPORT CONSUMER BEHAVIOR. Socialization Involvement Commitment. SOCIALIZATION. The process by which individuals develop skills, knowledge, attitudes, and values necessary to perform social roles. Two-way interaction between the individual and the environment. INVOLVEMENT: 3 kinds.

salena
Download Presentation

SPORT CONSUMER BEHAVIOR

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SPORT CONSUMER BEHAVIOR Socialization Involvement Commitment

  2. SOCIALIZATION • The process by which individuals develop skills, knowledge, attitudes, and values necessary to perform social roles. • Two-way interaction between the individual and the environment.

  3. INVOLVEMENT: 3 kinds • Behavioral – Hands on doing by players and spectators • Cognitive – obtaining information and knowledge about sports. • Affective – attitudes, feelings, and emotions of individuals toward sports.

  4. Commitment Frequency, duration, and intensity of involvement in sports…or the willingness to spend money on sports Attitudes – sport marketers try to create positive images and attitudes in consumers toward their products.

  5. Motivation Individuals are motivated to engage in or watch sports for various reasons: Achievement Affiliation or community Physical challenge Health and fitness Fun or enjoyment Eros

  6. ENVIRONMENTAL FACTORS • Significant others – a person’s socialization into sports is influenced by others…family, coaches, teachers, peers. • Cultural Norms and Values – various alternative cultures, subcultures, and countercultures nurture different lifestyles.

  7. Class – a function of income, education, occupation…or inherited prestige and status, derived form residence and lifestyle. • Race – more a social construction than a natural construction…myths prevail (i.e. blacks excel in basketball)

  8. Gender –historically women have been denied sports opportunities; sports associated with masculinity; male dominated sports organization structure. • Climate and geography – impact the kinds of sports opportunities that are available.

  9. Market Behavior of Sports Firms – marketers manipulate the 5 P’s (product, price, promotion, public relations, and place) which influences individuals’ sports opportunities.

  10. INDIVIDUAL FACTORS • Self concept – • How we view ourselves; • How we think others view us; • How we would like to be viewed; • How we interact with important reference groups (other athletes/coaches) This impacts on a person’s motivation to participate in sports.

  11. Stage in Life or Family Cycle Life transitions that individuals pass through impact on one’s sport involvement and commitment.

  12. Life Stages Preparation periods: • Youth and courtship *Establishment periods: -singles -married -maturity (after children leave home)

  13. * Reintegration periods: • Retirement • Singles Physical Characteristics: Real and perceived views of one’s strength, endurance, flexibility (athleticism) impacts on one’s self concept and decision to participate in sports.

  14. Learning Theory Feel – Do – Learn Sports marketers try to stir emotions before anything else in selling merchandise…Nike ads Do – Feel – Learn Sport marketers try to get people to engage in sports activities in marketing participant sports.

  15. Perception The process by which a person scans, gathers, assesses, and interprets information in the environment A “filter “ is influenced by a person’s values, attitudes, needs and expectations.

  16. Examples of perceptual issuesfaced by sport marketers: *facility location (safe) and cleanliness *exposure to violence *risk of injury or embarrassment *waste of time, money, and effort

  17. CONSUMER SATISFATION EQUATION • SATISFACTION = PRODUCT - COST BENEFITS RECEIVED

  18. PRODUCT BENEFITS RECEIVED: • The core product • All product extensions • Actual experiences • Perceptions, images, opinions “The Total Entertainment Package”

  19. MAXIMIZING CONSUMER SATISFACTION • Satisfaction = Benefit – Cost

  20. INCREASING SATISFATION: • Increase product benefits via manipulating product, place, price, promotion. • Reduce cost to consumer via directly reducing price or indirectly reducing price via promotions, discounts, give-aways, coupons, etc. • RISK: by increasing consumer satisfaction you may lose revenues.

More Related