SPORT CONSUMER BEHAVIOR

1. SPORT CONSUMER BEHAVIOR Socialization Involvement Commitment

2. SOCIALIZATION • The process by which individuals develop skills, knowledge, attitudes, and values necessary to perform social roles. • Two-way interaction between the individual and the environment.

3. INVOLVEMENT: 3 kinds • Behavioral – Hands on doing by players and spectators • Cognitive – obtaining information and knowledge about sports. • Affective – attitudes, feelings, and emotions of individuals toward sports.

4. Commitment Frequency, duration, and intensity of involvement in sports…or the willingness to spend money on sports Attitudes – sport marketers try to create positive images and attitudes in consumers toward their products.

5. Motivation Individuals are motivated to engage in or watch sports for various reasons: Achievement Affiliation or community Physical challenge Health and fitness Fun or enjoyment Eros

6. ENVIRONMENTAL FACTORS • Significant others – a person’s socialization into sports is influenced by others…family, coaches, teachers, peers. • Cultural Norms and Values – various alternative cultures, subcultures, and countercultures nurture different lifestyles.

7. Class – a function of income, education, occupation…or inherited prestige and status, derived form residence and lifestyle. • Race – more a social construction than a natural construction…myths prevail (i.e. blacks excel in basketball)

8. Gender –historically women have been denied sports opportunities; sports associated with masculinity; male dominated sports organization structure. • Climate and geography – impact the kinds of sports opportunities that are available.

9. Market Behavior of Sports Firms – marketers manipulate the 5 P’s (product, price, promotion, public relations, and place) which influences individuals’ sports opportunities.

10. INDIVIDUAL FACTORS • Self concept – • How we view ourselves; • How we think others view us; • How we would like to be viewed; • How we interact with important reference groups (other athletes/coaches) This impacts on a person’s motivation to participate in sports.

11. Stage in Life or Family Cycle Life transitions that individuals pass through impact on one’s sport involvement and commitment.

12. Life Stages Preparation periods: • Youth and courtship *Establishment periods: -singles -married -maturity (after children leave home)

13. * Reintegration periods: • Retirement • Singles Physical Characteristics: Real and perceived views of one’s strength, endurance, flexibility (athleticism) impacts on one’s self concept and decision to participate in sports.

14. Learning Theory Feel – Do – Learn Sports marketers try to stir emotions before anything else in selling merchandise…Nike ads Do – Feel – Learn Sport marketers try to get people to engage in sports activities in marketing participant sports.

15. Perception The process by which a person scans, gathers, assesses, and interprets information in the environment A “filter “ is influenced by a person’s values, attitudes, needs and expectations.

16. Examples of perceptual issuesfaced by sport marketers: *facility location (safe) and cleanliness *exposure to violence *risk of injury or embarrassment *waste of time, money, and effort

17. CONSUMER SATISFATION EQUATION • SATISFACTION = PRODUCT - COST BENEFITS RECEIVED

18. PRODUCT BENEFITS RECEIVED: • The core product • All product extensions • Actual experiences • Perceptions, images, opinions “The Total Entertainment Package”

19. MAXIMIZING CONSUMER SATISFACTION • Satisfaction = Benefit – Cost

20. INCREASING SATISFATION: • Increase product benefits via manipulating product, place, price, promotion. • Reduce cost to consumer via directly reducing price or indirectly reducing price via promotions, discounts, give-aways, coupons, etc. • RISK: by increasing consumer satisfaction you may lose revenues.