UNDERSTANDING PARTICIPANTS AS CONSUMERS

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Presentation transcript:

UNDERSTANDING PARTICIPANTS AS CONSUMERS CHAPTER 5 UNDERSTANDING PARTICIPANTS AS CONSUMERS

Adult Sport Participant Market: General Observations Majority of American adults do not participate in many of the most common sports Numbers conflicting; Surgeon General’s Report (only 15% of adults say that they exercise regularly) Why?

Most Popular Sports

Participant Consumption Behavior Actions performed when searching for, participating in, and evaluating the sports activities that consumers feel will satisfy their needs and desires.

Model of Participant Consumption Behavior

Decision-Making Process Problem Recognition Information Search Alternative Evaluation Participate Post-Participation Evaluation

Psychological Factors Personality Perception Attitudes Motivation Learning

Maslow’s Hierarchy of Needs

Model of Attitude Formation

Why Do We Participate? Personal Improvement - Better health, sense of accomplishment, develop positive values, etc. Sport Appreciation - Enjoy the game and competition Social Facilitation - Spend time with others, feel like part of a group

Sociological Factors Culture Reference Groups Family Social Class

Model of Consumer Socialization