Sport Consumers HSS 3000/5263 Sport Marketing Brian Turner

Types of Sport Consumer Studies By industry segment By sport By consumer demographics By consumer activity

Types of Sport Consumer Studies Frequency Scope

Sample Study Youth Participation 7 million children between 5 & 17 participated in school athletic programs 22 million more involved in an organized athletic program 14 million more involved in less structured sports and physical activity

Sample Study Youth Participation Nearly 50% of youth (12-21) are vigorously active on a regular basis About 14% of this age group have no recent participation in a physical activity Participation in PE classes declines dramatically as age and/or grade level increases

Sample Study Youth Participation For HS students, only 19% are physically active for 20 minutes or more, 5 days a week Between , enrollment in PE classes dropped from 42% to 25%

Indexing Sport Consumers

Reading Sport Consumer Studies Definitions Methods Sampling

Definitions “… in a study conducted by the National Golf Foundation, it was estimated that 24.7 million people aged 12 & over played one round of golf in 1996; this was a decrease from 24.8 million people in 1990.”

Definitions

Methods & Sample Methods Sampling

Factors Influencing Attendance Fan Motivation Factors –Self-Esteem Enhancement –Diversion from Everyday Life –Entertainment Value –Eustress –Aesthetic Value –Need for Affiliation –Family Ties –Economic Value

Factors Influencing Attendance Game Attractiveness Economic Factors Competitive Factors Demographic Factors

Factors Influencing Attendance Stadium Factors –Stadium accessibility –Facility aesthetics –Scoreboard quality –Perceived crowding –Seating comfort –Layout accessibility

Factors Influencing Attendance Fan identification –Team characteristics –Organizational characteristics –Affiliation characteristics –Activity characteristics

What Fans Value Parking that costs < $8 and tickets < $25 Adequate parking or convenient public transportation Safe, comfortable seat that you can buy just a week before the game Reasonably priced snack foods (hot dogs for $2 or less) Home team with a winning record A close score

What Fans Value Hometown star who is generally regarded as being among the sport’s 10 best players Reasonably priced souvenirs A game that ends in less than 3 hours A wide variety of snack foods

Why Individuals Consume Sport In general, individuals participate for the enjoyment it brings For college students, … –most important reasons –least important reasons

Why Individuals Consume Sport For children, important reasons for participation … –fun –learn new skills/improve skills –like the action and challenge –being on a team –want to go on to higher levels of competition –to be physically fit »(Barber et al., 1999)

Socialization, Involvement, Commitment Socialization - “…the process by which individuals assimilate and develop the knowledge, skills, attitudes, and other ‘equipment’ necessary to perform various social roles.” Involvement

Socialization, Involvement, Commitment Commitment With sport consumers, commitment refers to …

Psychological (Internal) Factors Personality Motivation Self-Actualization Esteem Needs Social Needs Safety Needs Psychological Needs

Psychological (Internal) Factors Perception Learning Attitudes

Sociological (External) Factors Culture Social Class Reference Groups Family

Situational Factors Physical Surroundings Social Surroundings Time

Spectators as Consumers

Socioeconomic characteristics and media habits Consumers categorized as heavy participants were more likely to be male, better educated, work in white collar jobs, be minorities, and be younger than the heavy spectator group Heavy participants are more likely to use business and news-reporting media

Spectators as Consumers Heavy participants are also more likely to watch intellectually appealing programs Compared with male participants, male spectators exhibit an interest in a wider variety of media, especially television Heavy participants and heavy spectators are different with respect to how they can be reached by advertising and how they perceive advertising

Decision Making Awareness/information search Need recognition Evaluation of choices Purchase decision Sport experience Evaluation of experience Dissatisfaction Satisfaction Marginal dissatisfaction