Sport Consumers

1
Sport Consumers

• HSS 3000/5263
• Sport Marketing
• Brian Turner

2
Types of Sport Consumer Studies

• By industry segment
• By sport
• By consumer demographics
• By consumer activity

3
Types of Sport Consumer Studies

• Frequency
• Scope

4
Sample Study

• Youth Participation
• 7 million children between 5 17 participated in
  school athletic programs
• 22 million more involved in an organized athletic
  program
• 14 million more involved in less structured
  sports and physical activity

5
Sample Study

• Youth Participation
• Nearly 50 of youth (12-21) are vigorously active
  on a regular basis
• About 14 of this age group have no recent
  participation in a physical activity
• Participation in PE classes declines dramatically
  as age and/or grade level increases

6
Sample Study

• Youth Participation
• For HS students, only 19 are physically active
  for 20 minutes or more, 5 days a week
• Between 1991-1995, enrollment in PE classes
  dropped from 42 to 25

7
Indexing Sport Consumers
8
Reading Sport Consumer Studies

• Definitions
• Methods
• Sampling

9
Definitions

• in a study conducted by the National Golf
  Foundation, it was estimated that 24.7 million
  people aged 12 over played one round of golf in
  1996 this was a decrease from 24.8 million
  people in 1990.

10
Definitions
11
Methods Sample

• Methods
• Sampling

12
Factors Influencing Attendance

• Fan Motivation Factors
• Self-Esteem Enhancement
• Diversion from Everyday Life
• Entertainment Value
• Eustress
• Aesthetic Value
• Need for Affiliation
• Family Ties
• Economic Value

13
Factors Influencing Attendance

• Game Attractiveness
• Economic Factors
• Competitive Factors
• Demographic Factors

14
Factors Influencing Attendance

• Stadium Factors
• Stadium accessibility
• Facility aesthetics
• Scoreboard quality
• Perceived crowding
• Seating comfort
• Layout accessibility

15
Factors Influencing Attendance

• Fan identification
• Team characteristics
• Organizational characteristics
• Affiliation characteristics
• Activity characteristics

16
What Fans Value

• Parking that costs lt 8 and tickets lt 25
• Adequate parking or convenient public
  transportation
• Safe, comfortable seat that you can buy just a
  week before the game
• Reasonably priced snack foods (hot dogs for 2 or
  less)
• Home team with a winning record
• A close score

17
What Fans Value

• Hometown star who is generally regarded as being
  among the sports 10 best players
• Reasonably priced souvenirs
• A game that ends in less than 3 hours
• A wide variety of snack foods

18
Why Individuals Consume Sport

• In general, individuals participate for the
  enjoyment it brings
• For college students,
• most important reasons
• least important reasons

19
Why Individuals Consume Sport

• For children, important reasons for participation
  
• fun
• learn new skills/improve skills
• like the action and challenge
• being on a team
• want to go on to higher levels of competition
• to be physically fit
• (Barber et al., 1999)

20
Socialization, Involvement, Commitment

• Socialization - the process by which
  individuals assimilate and develop the knowledge,
  skills, attitudes, and other equipment
  necessary to perform various social roles.
• Involvement

21
Socialization, Involvement, Commitment

• Commitment
• With sport consumers, commitment refers to

22
Psychological (Internal) Factors

• Personality
• Motivation

Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Psychological Needs
23
Psychological (Internal) Factors

• Perception
• Learning
• Attitudes

24
Sociological (External) Factors

• Culture
• Social Class
• Reference Groups
• Family

25
Situational Factors

• Physical Surroundings
• Social Surroundings
• Time

26
Spectators as Consumers
27
Spectators as Consumers

• Socioeconomic characteristics and media habits
• Consumers categorized as heavy participants were
  more likely to be male, better educated, work in
  white collar jobs, be minorities, and be younger
  than the heavy spectator group
• Heavy participants are more likely to use
  business and news-reporting media

28
Spectators as Consumers

• Heavy participants are also more likely to watch
  intellectually appealing programs
• Compared with male participants, male spectators
  exhibit an interest in a wider variety of media,
  especially television
• Heavy participants and heavy spectators are
  different with respect to how they can be reached
  by advertising and how they perceive advertising

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Decision Making
Need recognition
Awareness/information search
Evaluation of choices
Purchase decision
Sport experience
Marginal dissatisfaction
Satisfaction
Evaluation of experience
Dissatisfaction