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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.

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sport consumer behavior

SPORT CONSUMER BEHAVIOR

Socialization

Involvement

Commitment

socialization
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
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.
commitment
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.

motivation
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

environmental factors
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.
slide7
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)

slide8
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.
slide9
Market Behavior of Sports Firms – marketers manipulate the 5 P’s (product, price, promotion, public relations, and place) which influences individuals’ sports opportunities.
individual factors
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.

stage in life or family cycle
Stage in Life or Family Cycle

Life transitions that individuals pass through impact on one’s sport involvement and commitment.

life stages
Life Stages

Preparation periods:

  • Youth and courtship

*Establishment periods:

-singles

-married

-maturity (after children leave home)

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* 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.

learning theory
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.

perception
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.

examples of perceptual issues faced by sport marketers
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

consumer satisfation equation
CONSUMER SATISFATION EQUATION
  • SATISFACTION = PRODUCT - COST

BENEFITS

RECEIVED

product benefits received
PRODUCT BENEFITS RECEIVED:
  • The core product
  • All product extensions
  • Actual experiences
  • Perceptions, images, opinions

“The Total Entertainment Package”

maximizing consumer satisfaction
MAXIMIZING CONSUMER SATISFACTION
  • Satisfaction = Benefit – Cost
increasing satisfation
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.