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Understanding Canadian Sport Consumer Behavior

This chapter delves into the psychology behind why Canadians engage in sports, detailing the participant consumption behavior and consumer decision-making process. It emphasizes the importance for sport organizations to understand consumer profiles and values to develop effective marketing strategies.

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Understanding Canadian Sport Consumer Behavior

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Presentation Transcript

  1. The Canadian Sport Consumer Chapter 4

  2. OBJECTIVES • Understand why the consumer is the focus of marketing. • Provide details on why Canadians are engaged in sport. • Realize the need to understand consumer ‘minds’ in marketing strategy development.

  3. INTRODUCTION • Level, reason and type of engagement varies for each person. • Participant consumption behavior: Actions performed when searching for, participating in and evaluating the sports activities consumers feel will satisfy their needs and desires.

  4. CANADIAN SPORT CONSUMERS • Sport organizations must understand: • Who their consumers are • What value they seek for their dollar • What influences their purchase decisions

  5. CANADIAN SPORT CONSUMERS • FANatics • Loyalists • StarStruck • Socialites • Opportunists • Disinterested

  6. LOYALTY LADDER • Challenge is to move consumers up the ‘loyalty ladder’. • Must engage new consumers while maintaining loyal fan base. • Done through process of continually creating and maintaining a consumer centered marketing strategy.

  7. PSYCHOLOGICAL RELATIONSHIPS • The Psychological Continuum Model Adapted from Funk, D.C. and James, J. (2001)

  8. CONSUMER GATEWAYS TO SPORT • Participation • Attendance • Media • Word of Mouth • Influencers

  9. PARTICIPANT CONSUMPTION BEHAVIOUR • Consumers influenced by internal, external and situational factors when making decision to participate in sports. • Model of Participant Consumption Behaviour. Shank (2005)

  10. PARTICIPANT CONSUMPTION BEHAVIOUR

  11. PARTICIPANT DECISION-MAKING PROCESS • Problem recognition • Information search • Evaluation of alternatives • Participation • Post-participation evaluation

  12. INTERNAL INFLUENCES • Perception • Involves four stages: Exposure Awareness Attention Retention • Learning • Behavioral learning • Cognitive learning

  13. INTERNAL INFLUENCES • Personality Individual’s personal characteristics. • Motivation The force that spurs certain actions. • Attitude What a consumer feels or believes and how they act accordingly.

  14. EXTERNAL INFLUENCES • Culture • Social Class • Reference groups • Family

  15. SITUATIONAL INFLUENCES • Physical surroundings • Social surroundings • Task definition • Time • Antecedent states

  16. SPORT CONSUMER BUYING ROLES • Initiator • Recognizes problem and suggests sport • Gatekeeper Conducts information search • Influencer Tries to sway outcome • Decision maker Evaluates alternatives, can make decision

  17. SPORT CONSUMER BUYING ROLES • Approver Can approve or reverse decision • Real buyer Makes final decision and purchase • User Ultimately uses purchase • Evaluator Reflects on quality of experience

  18. SPORT FAN SEGMENTATION • Active thrill seekers • EZ chair quarterback • Patriotic traditionalist • Cultured individualist

  19. Questions?

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