SPORT CONSUMER BEHAVIOR

Who is the consumer?

The consumer is the client that uses your product or takes advantage of your service.

Consumers can be:

FANS Athletes/Coaches Sport

Firms
2

How do Consumers involve themselves in sports?

3 types of ways that consumers can involve and intertwine themselves within the world of sports:
Affective
Behavioral Cognitive
Most Advanced
Basic/Most common

Consumers can display and move within all of these 3 types.

3

AFFECTIVE INVOLVEMENT
The attitude, feelings and emotions that a consumer has toward an activity or sport.

What sport are you most Passionate about? Most impassionate? Why do you feel like this?

Most people have very strong feelings toward sports, either positive or negative. Essential step.
4

BRAINSTORM

Write down what do you think BEHAVORIAL INVOLVEMENT is?

BEHAVIORAL INVOLVEMENT
Includes hands-on activities such as going to and rooting for a team or actively participating in a sport. Requires large expenditures on sports and sport activities. These fans are definitely committed to sports and it is a major part of their lifestyle.

COGNITIVE INVOLVEMENT
The acquisition of information and knowledge about a sport. Magazines, newspapers, internet blogs, game programs, radio, and TV are ways that the cognitive fan can keep up with and learn about a particular sport or the players.
7

Your Desired Outcomes

The job of the sports marketer is to create positive feelings about his/her sport and then encourage consumers to act behaviorally and cognitively toward his/her sport.
Cognitive Behavioral

Affective

TEAM ACTIVITY
EMPOWERING YOUR FANS:

Since your Fantasy Franchises are new to your area, you need to induce some energy about your team to your new fan base. You will come up with a strategy that can be used to engage your fans to move through each level of involvement, starting with Affective.

Turn in one sheet per team

9

ENVIRONMENTAL FACTORS FOR SPORT INVOLVEMENT

SIGNIFICANT OTHERS CULTURAL NORMS AND VALUES CLASS, RACE, GENDER RELATIONS CLIMATIC AND GEOGRAPHIC CONDITIONS

10

MARKET BEHAVIOR OF SPORT FIRMS/ORGANZATIONS

Behavior of sport firms has important ramifications for consumer involvement

Televised events have involved more people in sports, which has increased merchandise and memorabilia sales. Teams and advertisers spend much time on how they market

What kinds of products have you bought because of a media ad?

11

MARKET BEHAVIOR OF SPORT FIRMS/ORGANZATIONS

Firms have to constantly respond to the always changing values and wants of their consumers.

Example: Ski Resorts and Snowboarders.

Products (apparel/equipment) produced and shown by firms like NIKE or ADIDAS greatly influence the popularity of sports as it creates demand for use.
12

INDIVIDUAL FACTORS a.k.a - the ME factor

Many factors exist within ourselves that influence which, if any, sports we participate in and/or support. Lets Examine each Factor:

SELF CONCEPT

I will be good at this sport. I want to play this, but I have to do chores. I want to play football, but I may be too small.
13

STAGE IN THE FAMILY LIFE CYCLE

PHYSICAL CHARACTERISTICS

EXAMINING INDIVIDUAL FACTORS

LEARNING OF A SPORT

I understand the rules of this game, so Ill play. This sport just seems too dangerous for me. I will jog 5 miles a day so I can make the team.

PERCEPTION

MOTIVATION

ATTITUDES
I think sports are stupid I CANT LIVE WITHOUT THEM!

14

DECISION MAKING FOR SPORT INVOLVEMENT

So we know the whys for consumer sport involvement, but how do they actually make the decision?

Consumers follow a process which marketers must be aware of:

Need Recognition

I want to go to the Jets game. How can I get tickets? Watch at home for free or pay to go to New Jersey in time and money.
15

Information Search

Evaluation of Choices

DECISION MAKING FOR SPORT INVOLVEMENT

Purchase
I

Decision

go!!

Sport
I

Experience

enjoy the game very much but dont get home until midnight.

Evaluation

of Experience

Satisfaction=Benefits-Costs

I would go again.
16