FOR UNDERSTANDING SPORTS CONSUMERS

Marketing Research: What?

 Marketing concept implies trying to determine consumers' needs/wants and finding ways to satisfy them MR necessary when formulating marketing strategy (planning, implementation, and control) Increased importance in sports industry driven by concerns about marketing effectiveness and increasing cost of failure

Reasons for MR

Establish need for MR Define the problem Establish research objectives Determine research design Identify sources of information Determine data collection method Choose a sampling technique and sample Collect data Data processing and analysis Conclusions and report writing

Steps in the MR Process

Offers such services as: Retail measurement Consumer panels

Tracking consumer purchases

Customized research Media measurement

Advertising expenditures Print media readership Media ratings (e.g., TV or radio)

Primary Data Source

Government agencies Syndicated research services Trade and professional associations Custom research firms Newspapers and journals Books and periodicals Vendors and producers Directories Internet

External Data Sources

UNDERSTANDING PARTICIPANTS AS CONSUMERS 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

UNDERSTANDING SPECTATORS AS CONSUMERS

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

Self-esteem enhancement Diversion from everyday life Entertainment value Economic value

Fan Motivation Factors

Reasonably priced parking and tickets 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

What Do Fans Value?

 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)

High identification mean higher attendance, decreased price sensitivity, and decreased performance-outcome sensitivity

Fan Identification