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CHAPTER 4

CHAPTER 4. RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS. Marketing Research: Systematic process of collecting, analyzing, and interpreting data to reduce the risk in decision making. What kinds of studies would need to be done in sports marketing?

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CHAPTER 4

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  1. CHAPTER 4 RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS

  2. Marketing Research: Systematic process of collecting, analyzing, and interpreting data to reduce the risk in decision making • What kinds of studies would need to be done in sports marketing? • When should the studies be used in the context of the marketing plan? • How would the marketing research studies be conducted?

  3. Marketing Research Process • Problem/Opportunity Definition • Choosing a Research Design Type • Choosing a Data Collection Method • Designing a Data Collection Form • Choosing a Sampling Technique and Collecting Data • Data Analysis • Final Report Preparation

  4. Abbreviated Research Proposal PROBLEM STATEMENT RESEARCH OBJECTIVES METHODOLOGY Sample Procedures DATA COLLECTION INSTRUMENT

  5. Designing A Questionnaire • Specify Information Requirements • Determine Method of Administration • Determine Content of Questions • Determine Form of Response • Determine Exact Wording of Questions • Determine Question Sequence • Pretest and Revise if Necessary

  6. CHAPTER 5 UNDERSTANDING PARTICIPANTS AS CONSUMERS

  7. Adult Sport Participant Market:General Observations • Majority of American adults do not participate in many of the most common sports • Numbers conflicting; Surgeon General’s Report (only 15% of adults say that they exercise regularly) • Why?

  8. Most Popular Sports

  9. Participant Consumption Behavior Actions performed when searching for, participating in, and evaluating the sports activities that consumers feel will satisfy their needs and desires.

  10. Model of Participant Consumption Behavior

  11. Decision-Making Process • Problem Recognition • Information Search • Alternative Evaluation • Participate • Post-Participation Evaluation

  12. Psychological Factors • Personality • Perception • Attitudes • Motivation • Learning

  13. Maslow’s Hierarchy of Needs

  14. Model of Attitude Formation

  15. Why Do We Participate? • Personal Improvement - Better health, sense of accomplishment, develop positive values, etc. • Sport Appreciation - Enjoy the game and competition • Social Facilitation - Spend time with others, feel like part of a group

  16. Sociological Factors • Culture • Reference Groups • Family • Social Class

  17. Model of Consumer Socialization

  18. CHAPTER 6 UNDERSTANDING SPECTATORS AS CONSUMERS

  19. Understanding Spectators as Consumers • Examining the differences • Sometimes there is overlap, but usually treated as separate and distinct markets • Heavy Participants - More likely to be male, better educated, more minorities, and younger than spectators

  20. Factors Influencing Attendance • Fan Motivation Factors • Game Attractiveness Factors • Economic Factors • Competitive Factors • Demographic Factors • Stadium Factors • Value to the Community • Sports Involvement • Fan Identification

  21. Fan Motivation Factors • Self-Esteem Enhancement (BIRGing and CORFing behaviors) • Diversion from everyday life • Entertainment Value • Eustress or Positive Stress • Economic Value • Aesthetic Value • Need for Affiliation • Family Ties

  22. Model of Sportscape Factors Behaviors Affective Response Stadium Access Desire to Stay Pleasure Facility Aesthetics Repatronage Scoreboard Quality Perceived Crowding Seating Comfort Layout Accessibility Space Allocation Signage

  23. Understanding Spectators as Consumers: What do fans value? • Reasonably priced parking ($8) and tickets ($25) • Adequate parking/access • Reasonably priced foods • Home team with a winning record • Close score • Home team star regarded as top 10 player • Reasonably priced souvenirs • Game that ends in less than three hours • Wide variety of snack foods

  24. Sport Involvement • Perceived interest and personal importance of sports to spectators • Two dimensions of sport involvement: Importance of Sport and Affect (feelings) • High involvement consumers attend more games, consume more sports through media such as newspapers, Internet, magazines, and are more likely to identify sponsors

  25. Fan Identification • Related to sport involvement • Defined as the personal commitment and emotional involvement customers have with a sports organization • Level of fan identification: Low (social); Medium (focused); High (vested) • Why do we want high identification? Higher attendance,decreased price sensitivity, decreased performance-outcome sensitivity

  26. CHAPTER 7 SEGMENTATION, TARGETING, AND POSITIONING

  27. Segmentation - Grouping consumers together with common needs Segmentation Bases: • Demographic • Geographic • Psychographic • Benefits • Geodemographic • Behavioral

  28. Segmentation – Modern Family Life Cycle

  29. Targeting - Evaluating the various segments and selecting the one(s) that promises the best ROMI Successful Targets Must (Be): • Sizable • Measurable • Reachable • Demonstrate Behavioral Variation

  30. high price conservative extreme low price Positioning - Finding a way to fix your product in the minds of consumers Perceptual Mapping

  31. Six Attributes of Sports • Strength, speed vs. methodical, precise movements • Athletes only as participants vs. athletes + recreational participants • Skill emphasis on impact with object vs. skill emphasis on body movement • Practice primarily alone vs. primarily with others • A younger participant in the sport vs. wide age range of participants • Less masculine vs. more masculine

  32. Perceptual Map for Sports

  33. CHAPTER 8 SPORTS PRODUCT CONCEPTS

  34. CHAPTER 7 SEGMENTATION, TARGETING, AND POSITIONING

  35. Segmentation - Grouping consumers together with common needs Segmentation Bases: • Demographic • Geographic • Psychographic • Benefits • Geodemographic • Behavioral

  36. Segmentation – Modern Family Life Cycle

  37. Targeting - Evaluating the various segments and selecting the one(s) that promises the best ROMI Successful Targets Must (Be): • Sizable • Measurable • Reachable • Demonstrate Behavioral Variation

  38. high price conservative extreme low price Positioning - Finding a way to fix your product in the minds of consumers Perceptual Mapping

  39. Six Attributes of Sports • Strength, speed vs. methodical, precise movements • Athletes only as participants vs. athletes + recreational participants • Skill emphasis on impact with object vs. skill emphasis on body movement • Practice primarily alone vs. primarily with others • A younger participant in the sport vs. wide age range of participants • Less masculine vs. more masculine

  40. Perceptual Map for Sports

  41. Sports Product Concepts • Sports Product - Good, Service or Combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor.

  42. Goods and Services as Sports Products (The Good/Service Continuum) • Intangibility – cannot be seen, felt, tasted • Inseparability – simultaneous production and consumption • Heterogeneity – potential for high variability • Perishability – cannot be inventoried or saved

  43. Classification Of Sports Products • Product Mix - All the different products and services a firm offers • Product Line - Groups of individual products that are closely related in some way • Product Item - Any specific version of a product that can be designated as a distinct offering

  44. Product Characteristics Branding Total Product Product Quality Product Design

  45. Branding • Name,design, symbol, or any combination • Broad purpose of branding is for a product to distinguish and differentiate itself from all other products • Some great sports names include the Macon Whoopie, Louisiana Ice Gators

  46. Brand Names • What’s in a name? • Easy to say, generates positive feelings and associations • Translatable into a successful logo • Consistent with rest of product lines, city, or organization • Legally and ethically permissible

  47. Branding Process Brand Awareness Brand Image Brand Equity Brand Loyalty

  48. Model of Brand Equity

  49. Licensing • Contractual agreement whereby a company may use another company’s branding in exchange for a royalty or fee • Booming business (e.g., NBA has 150 licenses) with $13.65 billion • NFL (3.6) NBA (2.6) Colleges (2.0) MLB (1.9) NHL (1.2) • CAPS (Coalition to Advance the Protection of Sports Logos)

  50. Sports Product Quality • Quality of Services • Quality of Goods

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