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SPORT CONSUMER SPORT CONSUMER BEHAVIORBEHAVIOR

Unit 2

Sports Marketing

FOOTBALL

BASEBALL

BASKETBALL

HOCKEY

GOLF

SOCCER

COLLEGE FOOTBALL/BASKETBALL

NASCAR

TENNIS

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How do you feel about the following sports? Please rank them in order of preference from 1-10 (1 being the sport you like best or have the most interest in and 10 being the sport you like or care about the least).

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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:

FANSFANSAthletes/CoachesAthletes/CoachesSport FirmsSport Firms

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3 types of ways that consumers can involve and intertwine themselves within the world of sports:

AffectiveBehavioralCognitive

Consumers can display and move within all of these 3 types.

How do How do Consumers Consumers involve involve themselves in sports?themselves in sports?

Basic/Most commonBasic/Most common

Most AdvancedMost Advanced

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AFFECTIVE AFFECTIVE INVOLVEMENTINVOLVEMENT

The attitude, feelings and emotions that a consumer has toward an activity or sport.

What sport are you mostPassionate about?

Most impassionate? Why do you feel like this?

Most people have very strong feelings toward sports, either positive or negative.Essential step.

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HOW DO YOUR ANSWERS COMPARE?

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BEHAVIORAL BEHAVIORAL INVOLVEMENTINVOLVEMENTIncludes hands-on activities such as going to a game and rooting for a team or actively participating in a sport.

Requires large expenditures on sports and sport activities.

These fans are committed to sports and they are a major part of their lifestyle.

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COGNITIVE COGNITIVE 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.

                

Top 15 Most Popular Sports Websites

| Septemhttp://www.ebizmba.com/articles/sports-websitesber 2014

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Your Desired OutcomesYour Desired Outcomes

The job of the sports marketer is to create positive feelings about the sport and then encourage consumers to act behaviorally and cognitively toward the sport.

Cognitive

Affective

Behavioral

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What are some factors What are some factors that influence your daily that influence your daily choices and behaviors?choices and behaviors?

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ENVIRONMENTAL FACTORS FOR ENVIRONMENTAL FACTORS FOR SPORT INVOLVEMENTSPORT INVOLVEMENT

SIGNIFICANT OTHERS

CULTURAL NORMS AND VALUES

CLASS, RACE, GENDER RELATIONS

CLIMATIC AND GEOGRAPHIC CONDITIONS

MARKET BEHAVIOR OF SPORT FIRMS AND ORGANIZATIONS

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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

Impact increases with

persons age.

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CULTURAL CULTURAL 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 in the same way 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

https://www.youtube.com/watch?v=2cyaX8EikMk

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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.

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RACE FACTORSRACE FACTORS

Historically in our country, African American athletes have been discriminated against in sports. Today, they enjoy dominance and success in

American sports thanks to men like Brach Rickey and Jackie Robinson who broke the “color barrier”.

https://www.youtube.com/watch?v=CX3tv9uKj1I

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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.

The Rooney Rule, implemented in 2003, was named for Pittsburgh Steelers chairman Dan Rooney, who steadfastly pushed the league to require every team to interview at least one minority candidate every time there is a coaching or general manager opening.

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MLB GM’s: Ken Williams, Executive Ruben Amaro Jr, and Omar Minaya (former)NFL (Former) Coaches: Lovie Smith (Bears) & Mike Tomlin Steelers

Ex-coaches: Rooney Rule is brokenUpdated: January 31, 2013, 9:30 PM ET

Associated PressTNEW ORLEANS -- Three black former NFL coaches say the league needs

to rethink its Rooney Rule for promoting minority hiring after 15 top vacancies -- eight head coaching jobs and seven general manager

positions -- were all filled by white candidates since the regular season ended a month ago.

"I know the concept is good and something we need to do," said Tony Dungy, who was with the Indianapolis Colts during the 2006 season

when he became the first black coach to win a Super Bowl. "Obviously, it's not working the way it should."

“               I know the concept is good and something we need to do.

Obviously, it's not working the way it should.

”-- Tony Dungy on Rooney Rul

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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) forced schools to provide females the same athletic opportunities as their male counterparts. Present Day - about 1 in 3 girls participate.

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Women make up to 40% of spectators at the major sporting events in the US.

The WNBA and WUSA have proven that with the proper financial backing, female sports can be a profitable market.

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https://www.youtube.com/watch?v=UKVT4DRVVFk

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CLIMATE AND GEOGRAPHYCLIMATE AND GEOGRAPHY

Certain parts of the country emphasize and are more suited for particular sports.Based upon weather and topography.

Baseball in the South/West, Hockey in the North, Skiing in Colorado, Surfing in California.

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Professional organizations have challenged this by expanding their sports to non-traditional areas over the last several years to expand exposure and profit.

Seattle Is Probably Getting An NHL Team

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MARKET BEHAVIOR OF SPORT MARKET 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?

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MARKET BEHAVIOR OF SPORT MARKET 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.

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INDIVIDUAL FACTORSINDIVIDUAL FACTORSa.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 PHYSICAL CHARACTERISTICSPHYSICAL CHARACTERISTICS

I want to play football, but I may be too small.

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EXAMININGEXAMININGINDIVIDUAL 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!

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DECISION MAKING FOR DECISION 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.

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DECISION MAKING FOR DECISION 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.