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Examining Sports Consumption

Examining Sports Consumption. MKT 3865 Dr. Don Roy. Involvement-Based Sports Fan Segmentation. Situation-Based Geography-Based Emotion-Based Self-Concept Based. Low Involvement. High Involvement. Marketing to Geography-Based Fans.

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Examining Sports Consumption

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  1. Examining Sports Consumption MKT 3865 Dr. Don Roy

  2. Involvement-Based Sports Fan Segmentation Situation-Based Geography-Based Emotion-Based Self-Concept Based Low Involvement High Involvement

  3. Marketing to Geography-Based Fans • Build associations between sports object and community (e.g., supporting causes or charities) • Identify companies with significant local presence and pursue as sponsors (e.g., Bridgestone)

  4. Marketing to High Involvement Fans • Leverage this group’s behavior in its relationships with sponsors. Devotion to property may transfer to loyalty to sponsors • Develop additional revenue streams in ticket sales and merchandising (on-site, with retail partners, and online). (Ex. –MS State)

  5. High Involvement Fans

  6. Marketing to High Involvement Fans

  7. Paths to Sports Fan Identification Participation Community Star Power Family Socialization

  8. Influences on Direct Sports Consumption • Perceived options • Team or sport identification • Personal incentives • Marketing incentives Source: Adapted from Daniel L. Wann, Merrill J. Melnick, Gordon W. Russell, and Dale G. Pease (2001), Sports Fans: The Psychology and Social Impact of Spectators, New York: Routledge.

  9. Influences on Option Evaluation • Future availability of an option (One time event? Frequently held event?) • Financial Requirements of an Option Also: • Driving distance/time to event • Parking availability • Day and time of event • Weather • Availability of consumption via indirect means (e.g., TV, radio, or online)

  10. Task Incentives/Aesthetic Motives • Refer to how aspects of a particular sport appeal to a spectator • Examples: • Aggressiveness in football • Speed/skill in tennis • Fighting in hockey • Speed/pace/aggressiveness in auto racing • Strategy in baseball • Speed/pace in basketball

  11. Marketing Incentives • Tactics that provide additional motivation for attending an event. Includes: • Promotions • Pleasing physical environment (“sportscape”) • Stimulating sensory experience (video replay, music, intermission entertainment) • Quality and variety of concessions

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