sports buying behaviour ppt

8/14/2019 Sports Buying Behaviour Ppt

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SPORT CONSUMER

BEHAVIOR


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Who is the consumer?

The consumer is the cl ient that uses

your p roduc t or takes advantage of

your service. Consumers can be:

FANS

Athletes/Coaches

Sport Fi rms


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3 types of ways that consumers can invo lve

and inter twine themselves w i th in the wo r ld of

spor ts :

Affective

Behavioral

Cognitive

Consum ers can disp lay and move wi th in al l

of th ese 3 types.

How do Consumers involve

themselves in sports?

Basic /Most common

Most Advanced


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AFFECTIVE INVOLVEMENT

The att i tude, feel ings and emo tion s that acon sum er has tow ard an act iv i ty or spo rt .

What spor t are you most

Passionate about?

Most impassionate?

Why do you feel l ike th is?

Most peop le have very s trong feel ings towardsports , either posit ive or negative.

Essential step .


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BRAINSTORM

Write down what do you

think BEHAVORIALINVOLVEMENT is?


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BEHAVIORAL INVOLVEMENT

Inc ludes hands-on act iv i t ies such as going

to and roo t ing fo r a team or act ively

part ic ipat ing in a spo rt .

Requ ires large expendi tures on sports andspor t act iv i t ies.

These fans are def in i tely comm itted to

sports and i t is a major part of their li festy le.
http://www.facebook.com/photo.php?pid=32459120&id=6101171


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COGNITIVE INVOLVEMENT

The acqu is i tion o f informat ion and

know ledge about a sport .

Magazines, newspapers, in ternet

blogs , game prog rams, radio , and TV

are ways that the cogni t ive fan can

keep up w ith and learn about apart icular spo rt or the players.
http://espn.com/http://espn.com/


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Your Desired Outcomes

The job o f the spo rts marketer is to

create pos it ive feel ings about h is/her

spor t and then encou rageconsumers to act behaviora lly and

cogn i t ively tow ard h is/her spo rt .

Cogni t ive

Affect ive

Behavioral
http://www.mytoolstore.com/louisvil/fs1500.htmlhttp://www.mytoolstore.com/louisvil/fs1500.htmlhttp://www.mytoolstore.com/louisvil/fs1500.html


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TEAM ACTIVITY

EMPOWERING YOUR FANS:

Since you r Fantasy Franchises are new to

your area, you need to indu ce some energyabout yo ur team to you r new fan base.

You w i l l com e up w i th a strategy that can

be used to engage you r fans to move

throug h each level of invo lvement, star t ingw ith A ffect ive.

Turn in one sheet per team


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ENVIRONMENTAL FACTORS FOR

SPORT INVOLVEMENT

SIGNIFICANT OTHERS

CULTURAL NORMS AND VALUES

CLASS, RACE, GENDER RELATIONS

CLIMATIC AND GEOGRAPHIC

CONDITIONS


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MARKET BEHAVIOR OF SPORT

FIRMS/ORGANZATIONS

Behavior o f sport f i rms has impo rtant

ram i f ications for consumer involvement

Televised events h ave involved mo re peop le in

sports, which h as inc reased merchandise andmemo rabi l ia sales.

Teams and adver t isers spend much t ime on how

they market

What k inds o f produ cts have you boug ht because of amedia ad?


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MARKET BEHAVIOR OF SPORT

FIRMS/ORGANZATIONS

Firms have to constant ly respond to thealways chang ing values and wants of thei rconsumers.

Example: Ski Resorts and Snowboarders.

Products (apparel /equipm ent) producedand shown by f i rms l ike NIKE or ADIDASgreat ly inf luence the popular ity of sports asi t creates demand for use.
http://www.killington.com/


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INDIVIDUAL FACTORS

a.k.a - the ME factor

Many facto rs exist within ourselves thatinf luence which , i f any , sports we part ic ipate inand/or suppo rt .

Lets Examine each Factor:

SELF CONCEPT I wi l l be good at this sport .

STAGE IN THE FAMILY L IFE CYCLE I want to play this, but I have to do chores.

PHYSICAL CHARACTERISTICS I want to play footb al l, but I may be too small .


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EXAMINING

INDIVIDUAL FACTORS

LEARNING OF A SPORT

I understand the rules of this game, so Ill play.

PERCEPTION

This spo rt just seems too dangerous fo r me.

MOTIVATION

I w i l l jog 5 m iles a day so I can make the team.

ATTITUDES I th ink spo rts are stup id

I CANT LIVE WITHOUT THEM!


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DECISION MAKING FOR

SPORT INVOLVEMENT

So we know the whys for consumer sportinvo lvement, bu t how do th ey actual ly make thedecis ion?

Consumers fo l low a process which m arketers

must b e aware of : Need Recogn it ion

I want to go to th e Jets game.

Info rmation Search

How can I get t ickets? Evaluat ion of Choices

Watch at home for free or pay to go to New Jersey in t imeand money.


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DECISION MAKING FOR

SPORT INVOLVEMENT

Purchase Decis ion

I go!!

Spo rt Experience I enjoy the game very much but dont

get home un t i l m idnight .

Evaluat ion o f ExperienceSatisfact ion=Benefi ts-Costs

I wou ld go again.

sports buying behaviour ppt

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