Unit 2: Sport Consumer Behavior


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Sports Marketing Notes for Unit 2: Sport Consumer Behavior

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Unit 2: Sport Consumer Behavior

  2. 2. 2 Who is the consumer?Who is the consumer? The consumer is the client that uses your product or takes advantage of your service.  Consumers can be:Consumers can be: FANSFANS Athletes/CoachesAthletes/Coaches Sport FirmsSport Firms
  3. 3. 3 3 types of ways that consumers can involve and intertwine themselves within the world of sports:  Affective  Behavioral  Cognitive Consumers can display and move within all of these 3 types. How doHow do ConsumersConsumers involveinvolve themselves in sports?themselves in sports? Basic/Most commonBasic/Most common Most AdvancedMost Advanced
  4. 4. 4 BRAINSTORMBRAINSTORM Write down what do youWrite down what do you think AFFECTIVEthink AFFECTIVE INVOLVEMENT is?INVOLVEMENT is?
  5. 5. 5 AFFECTIVEAFFECTIVE INVOLVEMENTINVOLVEMENT The attitude, feelings and emotions that a consumer has toward an activity or sport.  What sport are you most Passionate about?  Most impassionate?  Why do you feel like this? Most people have very strong feelings toward sports, either positive or negative. Essential step.
  6. 6. 6 BRAINSTORMBRAINSTORM Write down what do youWrite down what do you think BEHAVORIALthink BEHAVORIAL INVOLVEMENT is?INVOLVEMENT is?
  7. 7. 7 BEHAVIORALBEHAVIORAL INVOLVEMENTINVOLVEMENT Includes hands-on activities such as going to and rooting for a team or actively participating in a sport. Requires large expenditures on sports and sport activities. These fans are definitely committed to sports and it is a major part of their lifestyle.
  8. 8. 8 BRAINSTORMBRAINSTORM Write down what do youWrite down what do you think COGNITIVEthink COGNITIVE INVOLVEMENT is?INVOLVEMENT is?
  9. 9. 9 COGNITIVECOGNITIVE INVOLVEMENTINVOLVEMENT The acquisition of information and knowledge about a sport. Magazines, newspapers, internet blogs, game programs, radio, and TV are ways that the cognitive fan can keep up with and learn about a particular sport or the players.
  10. 10. 10 Your Desired OutcomesYour Desired Outcomes The job of the sports marketer is to create positive feelings about his/her sport and then encourage consumers to act behaviorally and cognitively toward his/her sport. Cognitive Affective Behavioral
  11. 11. 11 TEAM ACTIVITYTEAM ACTIVITY EMPOWERING YOUR FANS:EMPOWERING YOUR FANS:  Since your Fantasy Franchises are new toSince your Fantasy Franchises are new to your area, you need to induce some energyyour area, you need to induce some energy about your team to your new fan base.about your team to your new fan base.  You will come up with a strategy that canYou will come up with a strategy that can be used to engage your fans to movebe used to engage your fans to move through each level of involvement, startingthrough each level of involvement, starting with Affective.with Affective. Turn in one sheet per teamTurn in one sheet per team
  12. 12. 12 What are some factorsWhat are some factors that influence your dailythat influence your daily choices and behaviors?choices and behaviors?
  14. 14. 14 SIGNIFICANT OTHERSSIGNIFICANT OTHERS Defined as parents, friends, family, coaches, and peers  Play a large role in determining the level of a person’s sports involvement.  75% of parents encourage sport participation  72% encouraged outside practice. Impact increases with persons age.
  15. 15. 15 CULTURALCULTURAL NORMS AND VALUESNORMS AND VALUES American culture emphasizes sports as a way of teaching character, discipline, fitness and competition along with other values. Other countries either don’t emphasize sports or perhaps promote different ones.  Ex) American Football vs. European Football Regions within our own country tend to view sports differently as part of the culture.  Ex) High School Football in America
  16. 16. 16 SOCIAL CLASS FACTORSSOCIAL CLASS FACTORS Certain classes have traditionally been associated with certain sports/teams.  Blue-Collar class: • Basketball, hunting and bowling  White-Collar class: • Tennis, Golf, Yachting, Ice Hockey Such associations have faded with the emergence of superstar athletes like Tiger Woods dominating Golf and Michael Jordan/Lebron James’ influence on all classes in basketball.
  17. 17. 17 RACE FACTORSRACE FACTORS Historically in America, African Americans and other black athletes have been discriminated against in the participation of sports.  Today, they enjoy dominance and success in American sports thanks to men like Brach Rickey and Jackie Robinson who broke the “color barrier”. Minorities still struggle to find positions of authority within sports organizations.  MLB and NFL Rules require that minority candidates be interviewed in all executive search processes.  MLB GM’s: Ken Williams, Ruben Amaro Jr, and Omar Minaya.  NFL Coaches: Mike Tomlin of the Pittsburgh Steelers
  18. 18. 18 GENDER FACTORSGENDER FACTORS Females have not always had equal opportunities to take part in the American sports world.  1971 – 1 in 27 girls participate in high school sports. In 1971, Title IX (equal opportunity legislation for sex) forced schools to provide females the same athletic opportunities as their male counterparts.  Present Day - about 1 in 3 girls participate. Women make up to 40% of spectators at the major sports in the US. The WNBA and WUSA have proven that with the proper financial backing, female sports can be a profitable market.
  19. 19. 19 CLIMATE AND GEOGRAPHYCLIMATE AND GEOGRAPHY Certain parts of the country emphasize and are more suited for particular sports.  Baseball in the South/West, Hockey in the North, Skiing in Colorado, Surfing in California. Based upon weather and topography. Professional organizations have challenged this by expanding their sports to non- traditional areas over the last several years to expand exposure and profit.  NHL to Carolina, now Kansas City ?  MLB to Tampa Bay, Arizona, and Washington DC.
  20. 20. 20 MARKET BEHAVIOR OF SPORTMARKET BEHAVIOR OF SPORT FIRMS/ORGANZATIONSFIRMS/ORGANZATIONS Behavior of sport firms has important ramifications for consumer involvement  Televised events have involved more people in sports, which has increased merchandise and memorabilia sales.  Teams and advertisers spend much time on how they market  What kinds of products have you bought because of a media ad?
  21. 21. 21 MARKET BEHAVIOR OF SPORTMARKET BEHAVIOR OF SPORT FIRMS/ORGANZATIONSFIRMS/ORGANZATIONS Firms have to constantly respond to the always changing values and wants of their consumers.  Example: Ski Resorts and Snowboarders. Products (apparel/equipment) produced and shown by firms like NIKE or ADIDAS greatly influence the popularity of sports as it creates demand for use.
  22. 22. 22 INDIVIDUAL FACTORSINDIVIDUAL FACTORS a.k.a - the “ME” factora.k.a - the “ME” factor Many factors exist within ourselves that influence which, if any, sports we participate in and/or support. Let’s Examine each Factor:  SELF CONCEPTSELF CONCEPT  I will be good at this sport.  STAGE IN THE FAMILY LIFE CYCLESTAGE IN THE FAMILY LIFE CYCLE  I want to play this, but I have to do chores.  PHYSICAL CHARACTERISTICSPHYSICAL CHARACTERISTICS  I want to play football, but I may be too small.
  23. 23. 23 EXAMININGEXAMINING INDIVIDUAL FACTORSINDIVIDUAL FACTORS  LEARNING OF A SPORTLEARNING OF A SPORT  I understand the rules of this game, so I’ll play.  PERCEPTIONPERCEPTION  This sport just seems too dangerous for me.  MOTIVATIONMOTIVATION  I will jog 5 miles a day so I can make the team.  ATTITUDESATTITUDES  I think sports are stupid  I CAN’T LIVE WITHOUT THEM!
  24. 24. 24 DECISION MAKING FORDECISION MAKING FOR SPORT INVOLVEMENTSPORT INVOLVEMENT So we know the “why’s” for consumer sport involvement, but how do they actually make the decision? Consumers follow a process which marketers must be aware of:  Need RecognitionNeed Recognition  I want to go to the Jets game.  Information SearchInformation Search  How can I get tickets?  Evaluation of ChoicesEvaluation of Choices  Watch at home for free or pay to go to New Jersey in time and money.
  25. 25. 25 DECISION MAKING FORDECISION MAKING FOR SPORT INVOLVEMENTSPORT INVOLVEMENT  Purchase DecisionPurchase Decision  I go!!  Sport ExperienceSport Experience  I enjoy the game very much but don’t get home until midnight.  Evaluation of ExperienceEvaluation of Experience  Satisfaction=Benefits-CostsSatisfaction=Benefits-Costs  I would go again.