Sport & Consumer Behaviour

Question 1

How do consumers involve themselves in sport?

Answer 1

• Affective Involvement
  This is attitude, feelings and emotions that a consumer has towards a sport.
  Most people have strong feelings whether they are positive or negative
• Behavioural Involvement
  Hands on activities like going and rooting for team in sport
  Requires large expenditures, major part of their lifestyle
• Cognitive Involvement
  The acquisition of information and knowledge about a sport
  Magazines, newspapers, TV, how they keep up and learn about their players

Question 2

What is a consumer?

Answer 2

The consumer is the client that uses your product or takes advantage of your service

Question 3

Decision making for sport involvement is done through:

Answer 3

• need recognition
• information search
• evaluation of choice
• purchase decision
• sport experience
• evaluation of experience

Question 4

Environmental factors for sport involvement:

Answer 4

• cultural norms and values
• class, race, gender, relations
• climate and geographic conditions
• market behaviour of sport firms and organisations

Question 5

Examining individual factors for sport involvement:

Answer 5

Learning a new sport
- I understand the sport so I will play it
Perception
- this sport is too dangerous for me
Motivation
- I will run 5 miles a day in order to get into the team