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SPORT CONSUMER SPORT CONSUMER BEHAVIORBEHAVIOR
Unit 2
Mr. Elsesser
Sports Marketing
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Who is the consumer?Who is the consumer?
The consumer is the client that uses your product or takes advantage of your service. Consumers can be:Consumers can be:
FANSFANSAthletes/CoachesAthletes/CoachesSport FirmsSport Firms
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3 types of ways that consumers can involve and intertwine themselves within the world of sports:
AffectiveBehavioralCognitive
Consumers can display and move within all of these 3 types.
How do How do Consumers Consumers involve involve themselves in sports?themselves in sports?
Basic/Most commonBasic/Most common
Most AdvancedMost Advanced
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BRAINSTORMBRAINSTORM
Write down what do you Write down what do you think AFFECTIVE think AFFECTIVE INVOLVEMENT is? INVOLVEMENT is?
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AFFECTIVE AFFECTIVE INVOLVEMENTINVOLVEMENT
The attitude, feelings and emotions that a consumer has toward an activity or sport.
What sport are you mostPassionate about?
Most impassionate? Why do you feel like this?
Most people have very strong feelings toward sports, either positive or negative.Essential step.
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BRAINSTORMBRAINSTORM
Write down what do you Write down what do you think BEHAVORIAL think BEHAVORIAL INVOLVEMENT is? INVOLVEMENT is?
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BEHAVIORAL BEHAVIORAL INVOLVEMENTINVOLVEMENTIncludes 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.
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BRAINSTORMBRAINSTORM
Write down what do you Write down what do you think COGNITIVE think COGNITIVE INVOLVEMENT is? INVOLVEMENT is?
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COGNITIVE COGNITIVE INVOLVEMENTINVOLVEMENT
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.
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Your Desired OutcomesYour 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
Affective
Behavioral
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TEAM ACTIVITYTEAM ACTIVITY
EMPOWERING YOUR FANS:EMPOWERING YOUR FANS: Since your Fantasy Franchises are new to Since your Fantasy Franchises are new to
your area, you need to induce some energy your area, you need to induce some energy about your team to your new fan base.about your team to your new fan base.
You will come up with a strategy that can You will come up with a strategy that can be used to engage your fans to move be used to engage your fans to move through each level of involvement, starting through each level of involvement, starting with Affective.with Affective.
Turn in one sheet per teamTurn in one sheet per team
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What are some factors What are some factors that influence your daily that influence your daily choices and behaviors?choices and behaviors?
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ENVIRONMENTAL FACTORS FOR ENVIRONMENTAL FACTORS FOR SPORT INVOLVEMENTSPORT INVOLVEMENT
SIGNIFICANT OTHERS
CULTURAL NORMS AND VALUES
CLASS, RACE, GENDER RELATIONS
CLIMATIC AND GEOGRAPHIC CONDITIONS
MARKET BEHAVIOR OF SPORT FIRMS AND ORGANIZATIONS
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SIGNIFICANT OTHERSSIGNIFICANT OTHERS
Defined as parents, friends, family, coaches, and peers Play a large role in determining the level of a
person’s sports involvement. 75% of parents
encourage sport
participation 72% encouraged outside
practice.
Impact increases with
persons age.
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CULTURAL CULTURAL NORMS AND VALUESNORMS AND VALUES
American culture emphasizes sports as a way of teaching character, discipline, fitness and competition along with other values.
Other countries either don’t emphasize sports or perhaps promote different ones.
Ex) American Football vs. European Football
Regions within our own country tend to view sports differently as part of the culture.
Ex) High School Football in America
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SOCIAL CLASS FACTORSSOCIAL CLASS FACTORS
Certain classes have traditionally been associated with certain sports/teams.
Blue-Collar class:• Basketball, hunting and bowling
White-Collar class:• Tennis, Golf, Yachting, Ice Hockey
Such associations have faded with the emergence of superstar athletes like Tiger Woods dominating Golf and Michael Jordan/Lebron James’ influence on all classes in basketball.
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RACE FACTORSRACE FACTORS
Historically in America, African Americans and other black athletes have been discriminated against in the participation of sports. Today, they enjoy dominance and success in American sports
thanks to men like Brach Rickey and Jackie Robinson who broke the “color barrier”.
Minorities still struggle to find positions of authority within sports organizations.
MLB and NFL Rules require that minority candidates be interviewed in all executive search processes.
MLB GM’s: Ken Williams, Ruben Amaro Jr, and Omar Minaya. NFL Coaches: Mike Tomlin of the Pittsburgh Steelers
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GENDER FACTORSGENDER FACTORS
Females have not always had equal opportunities to take part in the American sports world. 1971 – 1 in 27 girls participate in high school sports.
In 1971, Title IX (equal opportunity legislation for sex) forced schools to provide females the same athletic opportunities as their male counterparts. Present Day - about 1 in 3 girls participate.
Women make up to 40% of spectators at the major sports in the US.
The WNBA and WUSA have proven that with the proper financial backing, female sports can be a profitable market.
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CLIMATE AND GEOGRAPHYCLIMATE AND GEOGRAPHY
Certain parts of the country emphasize and are more suited for particular sports.
Baseball in the South/West, Hockey in the North, Skiing in Colorado, Surfing in California.
Based upon weather and topography.Professional organizations have challenged this by expanding their sports to non-traditional areas over the last several years to expand exposure and profit. NHL to Carolina, now Kansas City ? MLB to Tampa Bay, Arizona, and Washington DC.
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MARKET BEHAVIOR OF SPORT MARKET BEHAVIOR OF SPORT FIRMS/ORGANZATIONSFIRMS/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?
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MARKET BEHAVIOR OF SPORT MARKET BEHAVIOR OF SPORT FIRMS/ORGANZATIONSFIRMS/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.
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INDIVIDUAL FACTORSINDIVIDUAL FACTORSa.k.a - the “ME” factora.k.a - the “ME” factor
Many factors exist within ourselves that influence which, if any, sports we participate in and/or support.
Let’s Examine each Factor: SELF CONCEPTSELF CONCEPT
I will be good at this sport. STAGE IN THE FAMILY LIFE CYCLESTAGE IN THE FAMILY LIFE CYCLE
I want to play this, but I have to do chores. PHYSICAL CHARACTERISTICSPHYSICAL CHARACTERISTICS
I want to play football, but I may be too small.
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EXAMININGEXAMININGINDIVIDUAL FACTORSINDIVIDUAL FACTORS
LEARNING OF A SPORTLEARNING OF A SPORT I understand the rules of this game, so I’ll play.
PERCEPTIONPERCEPTION This sport just seems too dangerous for me.
MOTIVATIONMOTIVATION I will jog 5 miles a day so I can make the team.
ATTITUDESATTITUDES I think sports are stupid I CAN’T LIVE WITHOUT THEM!
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DECISION MAKING FOR DECISION MAKING FOR SPORT INVOLVEMENTSPORT INVOLVEMENT
So we know the “why’s” for consumer sport involvement, but how do they actually make the decision?
Consumers follow a process which marketers must be aware of: Need RecognitionNeed Recognition
I want to go to the Jets game. Information SearchInformation Search
How can I get tickets? Evaluation of ChoicesEvaluation of Choices
Watch at home for free or pay to go to New Jersey in time and money.
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DECISION MAKING FOR DECISION MAKING FOR SPORT INVOLVEMENTSPORT INVOLVEMENT
Purchase DecisionPurchase Decision I go!!
Sport ExperienceSport Experience I enjoy the game very much but don’t
get home until midnight. Evaluation of ExperienceEvaluation of Experience
Satisfaction=Benefits-CostsSatisfaction=Benefits-Costs I would go again.
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