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A Case Study On Olympic Products : Athens 2004. Marketing Research. Graduate school Of business & administration. Topics Covered by. INTRODUCTION. O ver the past years ,sports
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A Case Study On Olympic Products : Athens 2004 Marketing Research Graduate school Of business & administration
INTRODUCTION Over the past years ,sports marketing has received increased attention from academics & professionals .It is now accepted into the generic framework of marketing of services /products & the environment in which they are produced . Customers buy sports offerings consisting of goods, services , information ,personal attention & other components.
Cont.. The fundamental principles of the OLYMPIC spirit aims to Contribute to a peaceful and better world by educating youth through sport practiced without discrimination of any kind. Olympic licensing programs are targeted to market officially licensed products & merchandise from the Olympic family . Visitors buy and consume Olympic souvenirs & goods with Olympic logos & symbols that remind them of the games and Organizing City.
Cont.. Athens 2004 Olympic products were more than simple souvenir products .They bore the Athens 2004 emblem & its characteristics , representing the visual identity of the Athens 2004 Olympic games .They expressed the return of the games to their country of origin & communicate their timeless values. Thus the scope of this case study is to analyze the attitude of consumers ,purchasing decision towards Olympic products.
Past Literature Previous sport Marketing Researches have focused on different marketing issues like ►Quality Principles ►Values & Satisfaction ►Marketing & Promotion ►Sport consumption ►Globalization effects .
Cont.. Despite the aforementioned findings marketing research on the role of product , price & intended usage situation on Olympic Products seems to have fallen behind . The Beijing organizing committee for the games therefore, has urged consumers to buy Olympic products from licensed stores .
Research Methodologies It is an Exploratory Quantitative Research conducted during the spring of 2003 , one year before the Athens Olympic games . Data collection is based on a Structured Questionnaire of a sample of 170 people. The scope of this research is to examine consumer attitude towards Olympic Products , their purchasing behaviors ,the impact of various promotional activities on their attitude.
Cont.. This study is divided into 3 stages . The first two stages refers to the collection of data and the third two statistical analysis . Based on the existing literature review & preliminary qualitative research a questionnaire was compiled , which was used in the 1st & 2nd stages .In order to the measure the attitude of Olympic products’ consumers , 5-level Likert scales where used (strongly agree =5,strongly disagree=1)
Cont.. The 2nd stage of data collection was baesd on a structured questionnaire & refers to the quantitative market research. The 3rd stage involved a series of detailed statistical analysis of data, from which findings emerged & lead to several conclusions.
Research findings In the research 90 men & 80 women consumers participated, representing 57% & 43% respectively.
Cont.. Of the participants 63% are 18 – 29 yrs of age , while the remaining 27% of are 30 – 50 yrs of age.
Cont.. 34% of the participants declaration of income is up to €600 , while 605 declared income above €600 .
Attitude & purchasing behaviors Out of 170 participants only 49 persons claimed to have purchased an Olympic product , corresponding to 29% of total sample. purchaser Non-purchaser
Different attitudes among Olympic products’ buyers & non-buyers
Cont.. The findings lead to further analysis that , those informed by T.V were less satisfied by the appearance of Olympic products compare to those informed by friends & relatives were much more satisfied Overall the above result demonstrate that promotion through T.V discourage purchase where as positive word of mouth communication has influenced decision of purchase.
Local Differences The study revealed certain differences in the market ratio and types of Olympic Products between Athens & the countryside .More particularly , citizens of Athens would buy Olympic products for their historical value , while citizens of Patra would rather offer them as gifts to friends and relatives . Also citizens of Athens would prefer an Olympic pin , while citizen of Patra chose a mug
Conclusion In this case the results of an Exploratory research were presented ,which attempted to examine the level of consumer attitude ,as well as , buyer satisfaction from Olympic Products .The research findings lead to certain remarkable results : ▲ On the contrary to general belief T.V showed a negative impact on consumer purchasing decision & T.V was the primary source of information .But Olympic Product buyers claimed positively that they were satisfied with the product quality .
Cont.. ▲ Friends/Relatives , News paper/magazines were the second cited sources of information . Even though those sources showed a positive impact on consumer satisfaction in terms of Olympic products’ appearance & quality. ▲ The study, also ,reveals cultural differences among the various geographical areas. ▲Olympic games provides an opportunity for Global business.
Limitations The results of this study , carried out during the Spring of 2003,one year before the Athens Olympic games , should be interpreted with several unavoidable limitations taking into consideration.
