For each of the products listed below, describe who you feel is most likely to purchase the product. Be as descriptive as possible. Nike running shoes Redskins Jersey Sport and Health gym membership Gatorade sports drink

The Sports Consumer

What’s on the Agenda To define the sports consumer To explain market segmentation

The Sports Consumer Is a person who may play, officiate, watch, or listen to sports, or read, use, purchase, and/or collect items related to sports Is the target of sports marketing because the consumer, as a customer, makes purchases and helps sports organizations make a profit Understanding the sports consumer is important because it helps marketers create effective marketing plans

What’s the difference between a customer and a consumer? A customer makes the purchase The consumer is the end user

Consumer Decisions… To Buy or Not to Buy? Many factors affect the sports consumer’s decision to spend money on or participate in sports

These factors can be classified in two categories environmental factors individual factors  Family and friends  Society’s attitudes and values  Cultural differences  Climate and region  Marketing influences  Self-concept/self- image  Life stage  Physical characteristics

The goal of marketing strategies is to encourage the consumer to act as a customer and purchase tickets or merchandise Sports Marketing Personnel

Sports Consumers And Market Segmentation

Market Segmentation A way of analyzing a market by specific characteristics to create a target market!

A specific group of consumers that an organization selects as the focus of its marketing plan Target Market

Market Segmentation Demographics Psychographics Geographics Product Benefits

Demographics Age – under 10; 10-19; 20-34; 35-65, over 65 Level of Education – less than high school; high school graduate; some college; college graduate Gender – male, female Marital Status – single, married, children Occupation – nonprofit; government; business; not employed Home Ownership – rent; own

Psychographics Customer Lifestyles – includes activities, interests, or opinions that may be related to product or service being sold

Geographics

Product Benefits Analyzes customers needs and wants and markets the products benefit for that specific market