LESSON 15 - sport sales and consumer behaviour

Question 1

what is segmentation ?

Answer 1

• market segments
• target segments
• segmenting sport consumers based on their motives, perceptions, beliefs, and attitudes

Question 2

what are three ket motives for participant motivation :

Answer 2

1. achievement
2. social connections
3. mastery

Question 3

FILL IN THE BLANK

there are over _____ motives for participating in sport

Answer 3

100

Question 4

what two types of rewards are there for participant motivation ?

Answer 4

extrinsic and intrinsic

Question 5

what are the two ways spectators motives vary considerably ?

Answer 5

diversion and eustress

Question 6

what is eustress ?

Answer 6

positive stress

Question 7

what is consumer perception ?

Answer 7

perception is a process by which a person selects, oragnizes , and interprets stimuli to create a meaningful picture of the world

Question 8

the following is described under what term ?

• marketing efforts
• attitudes
• consumer loyalty, involvement, and identification

Answer 8

consumer attitudes

Question 9

what are the three sublevels in the model of attitude formation ?

Answer 9

• cognitive component
• affective component
• behavioural component

Question 10

what is the cognitive component ?

Answer 10

beliefs about the sport

Question 11

what is the affective component ?

Answer 11

feelings about the sort

Question 12

what is the behavioural component ?

Answer 12

actions toward the sport

Question 13

what are three external factors that influence buying behaviour on the sport consumer ?

Answer 13

• people closest to us
• groups with whom we choose to associate
• broader society in which we live

Question 14

what are the tree types of reference groups for group influences on the sport consumer ?

Answer 14

• direct
• indirect
• aspirational

Question 15

describe situational influences on the sport consumer :

Answer 15

• isolating influences of internal and external forces is difficult
• different contexts and situations result in different decisions

Question 16

a situation is a set of factors that are :

Answer 16

• outside the individual consumer
• removed from the product or advertisement

Question 17

what are some additional situation influences on the sport consumer :

Answer 17

• physical surroundings
• social surroundings
• task requirements
• time pressure
• antecedent states

Question 18

what are some common progression in the consumer decision-making process ?

Answer 18

• recognizes a need or problem
• seeks information to resolve problem or fulfill need
• determines purchase options
• evaluates alternatives
• makes purchase decision
• engages decision
• engages in post purchase evaluation

Question 19

what are the three sub categories of the model of the decision process ?

Answer 19

• situational influences
• external influences
• internal influences

Question 20

what are sport consumer behaviour challenges and issues ?

Answer 20

• meaning and emotion of sport consumption
• globalization of sport
• virtual consumption
• composite consumption
• social media and consumer behaviour