LESSON 15 - sport sales and consumer behaviour Flashcards
what is segmentation ?
- market segments
- target segments
- segmenting sport consumers based on their motives, perceptions, beliefs, and attitudes
what are three ket motives for participant motivation :
- achievement
- social connections
- mastery
FILL IN THE BLANK
there are over _____ motives for participating in sport
100
what two types of rewards are there for participant motivation ?
extrinsic and intrinsic
what are the two ways spectators motives vary considerably ?
diversion and eustress
what is eustress ?
positive stress
what is consumer perception ?
perception is a process by which a person selects, oragnizes , and interprets stimuli to create a meaningful picture of the world
the following is described under what term ?
- marketing efforts
- attitudes
- consumer loyalty, involvement, and identification
consumer attitudes
what are the three sublevels in the model of attitude formation ?
- cognitive component
- affective component
- behavioural component
what is the cognitive component ?
beliefs about the sport
what is the affective component ?
feelings about the sort
what is the behavioural component ?
actions toward the sport
what are three external factors that influence buying behaviour on the sport consumer ?
- people closest to us
- groups with whom we choose to associate
- broader society in which we live
what are the tree types of reference groups for group influences on the sport consumer ?
- direct
- indirect
- aspirational
describe situational influences on the sport consumer :
- isolating influences of internal and external forces is difficult
- different contexts and situations result in different decisions
a situation is a set of factors that are :
- outside the individual consumer
- removed from the product or advertisement
what are some additional situation influences on the sport consumer :
- physical surroundings
- social surroundings
- task requirements
- time pressure
- antecedent states
what are some common progression in the consumer decision-making process ?
- 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
what are the three sub categories of the model of the decision process ?
- situational influences
- external influences
- internal influences
what are sport consumer behaviour challenges and issues ?
- meaning and emotion of sport consumption
- globalization of sport
- virtual consumption
- composite consumption
- social media and consumer behaviour
