Sport Consumer Behaviour

Question 1

Segmentation

Answer 1

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

Question 2

Consumer needs and motivation

Answer 2

identifying and satisfying consumers unfulfilled needs, participant motivation, spectator motivation, participant and spectator markets

Question 3

Participant motivation

Answer 3

three key: achievement, social, mastery (extrinsic vs. intrinsic)

Question 4

Spectator motivation

Answer 4

diversion, eustress

Question 5

Consumer perceptions

Answer 5

perceiving sport as meeting articular need or motive, acting and reacting based on perceptions, process by which a person selects, organizes and interprets stimuli to create meaningful picture of the world

Question 6

Consumer attitudes: marketing efforts

Answer 6

directed at shaping peoples, perceptions, attempting to form or change customers attitudes

Question 7

Consumer attitudes: attitudes

Answer 7

expressions of inner feelings that reflect likes and dislikes, based on three components: experiences, feelings and beliefs

Question 8

Consumer attitudes: consumer

Answer 8

loyalty, involvement, identification

Question 9

Group influences on the consumer

Answer 9

external factors influencing buying behaviour, direct/indirect and aspirational reference groups

Question 10

Consumer socialization

Answer 10

reference groups, direct/indirect reference groups influence on the ways we consume sport, socialization processes

Question 11

Reference groups

Answer 11

chosen based on what consumer has learned, can affect what a consumer learns subsequently

Question 12

Socialization processes

Answer 12

modeling, prompting and reinforcement

Question 13

Situational influences on the sport consumer

Answer 13

physical surroundings, social surroundings, task requirements, time pressures, antecedent states

Question 14

Situation definition

Answer 14

set of factors that are; outside the individual consumer, removed from the product or advertisement

Question 15

Common progression in decision making process as consumer

Answer 15

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

Question 16

Sport consumer behaviour challenges and issues

Answer 16

meaning and emotion of sport consumption, globalization of sport, virtual consumption, compulsive compulsion