Transcript presentation source

Sport Consumers
HSS 3000/5263
Sport Marketing
Brian Turner
Types of Sport Consumer Studies
•
•
•
•
By industry segment
By sport
By consumer demographics
By consumer activity
Types of Sport Consumer Studies
• Frequency
• Scope
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
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
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%
Indexing Sport Consumers
Household
Characteristic
Have income of
$100,000 or more
Regularly use credit
card for travel/
entertainment
Regularly watch
sports on TV
Snow ski frequently
% of total golfing
households
Index
17.8
187
19.3
152
58
149
16.1
194
Reading Sport Consumer Studies
• Definitions
• Methods
• Sampling
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.”
Definitions
Category
Total Participants
Frequent: 25 or
more days per yr.
Core: 52 or more
days per yr.
Aficionados:
Soccer is favorite
activity
1995 in 1996 in % increase
millions millions 1995-1996
16.8
18.1
7.7
7.3
7.7
5.4
3.2
3.2
0.0
3.7
4
8.1
Methods & Sample
• Methods
• Sampling
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
Factors Influencing Attendance
•
•
•
•
Game Attractiveness
Economic Factors
Competitive Factors
Demographic Factors
Factors Influencing Attendance
• Stadium Factors
–
–
–
–
–
–
Stadium accessibility
Facility aesthetics
Scoreboard quality
Perceived crowding
Seating comfort
Layout accessibility
Factors Influencing Attendance
• Fan identification
–
–
–
–
Team characteristics
Organizational characteristics
Affiliation characteristics
Activity characteristics
What Fans Value
• Parking that costs < $8 and tickets < $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
What Fans Value
• Hometown star who is generally regarded
as being among the sport’s 10 best players
• Reasonably priced souvenirs
• A game that ends in less than 3 hours
• A wide variety of snack foods
Why Individuals Consume Sport
• In general, individuals participate for the
enjoyment it brings
• For college students, …
– most important reasons
– least important reasons
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)
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
Socialization, Involvement,
Commitment
• Commitment
• With sport consumers, commitment refers
to …
Psychological (Internal) Factors
• Personality
• Motivation
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Psychological Needs
Psychological (Internal) Factors
• Perception
• Learning
• Attitudes
Sociological (External) Factors
•
•
•
•
Culture
Social Class
Reference Groups
Family
Situational Factors
• Physical Surroundings
• Social Surroundings
• Time
Spectators as Consumers
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
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
Decision Making
Need recognition
Awareness/information search
Evaluation of choices
Purchase decision
Sport experience
Satisfaction
Evaluation of experience
Dissatisfaction
Marginal
dissatisfaction