Unit 2: Sport Consumer Behavior

25
1 SPORT CONSUMER SPORT CONSUMER BEHAVIOR BEHAVIOR Unit 2 Mr. Elsesser Sports Marketing

description

Sports Marketing Notes for Unit 2: Sport Consumer Behavior

Transcript of Unit 2: Sport Consumer Behavior

Page 1: Unit 2: Sport Consumer Behavior

1

SPORT CONSUMER SPORT CONSUMER BEHAVIORBEHAVIOR

Unit 2

Mr. Elsesser

Sports Marketing

Page 2: Unit 2: Sport Consumer Behavior

2

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

Page 3: Unit 2: Sport Consumer Behavior

3

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

Page 4: Unit 2: Sport Consumer Behavior

4

BRAINSTORMBRAINSTORM

Write down what do you Write down what do you think AFFECTIVE think AFFECTIVE INVOLVEMENT is? INVOLVEMENT is?

Page 5: Unit 2: Sport Consumer Behavior

5

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.

Page 6: Unit 2: Sport Consumer Behavior

6

BRAINSTORMBRAINSTORM

Write down what do you Write down what do you think BEHAVORIAL think BEHAVORIAL INVOLVEMENT is? INVOLVEMENT is?

Page 7: Unit 2: Sport Consumer Behavior

7

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

Requires large expenditures on sports and sport activities.

These fans are definitely committed to sports and it is a major part of their lifestyle.

Page 8: Unit 2: Sport Consumer Behavior

8

BRAINSTORMBRAINSTORM

Write down what do you Write down what do you think COGNITIVE think COGNITIVE INVOLVEMENT is? INVOLVEMENT is?

Page 9: Unit 2: Sport Consumer Behavior

9

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.

                

Page 10: Unit 2: Sport Consumer Behavior

10

Your Desired OutcomesYour Desired Outcomes

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

Cognitive

Affective

Behavioral

Page 11: Unit 2: Sport Consumer Behavior

11

TEAM ACTIVITYTEAM ACTIVITY

EMPOWERING YOUR FANS:EMPOWERING YOUR FANS: Since your Fantasy Franchises are new to Since your Fantasy Franchises are new to

your area, you need to induce some energy your area, you need to induce some energy about your team to your new fan base.about your team to your new fan base.

You will come up with a strategy that can You will come up with a strategy that can be used to engage your fans to move be used to engage your fans to move through each level of involvement, starting through each level of involvement, starting with Affective.with Affective.

Turn in one sheet per teamTurn in one sheet per team

Page 12: Unit 2: Sport Consumer Behavior

12

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

Page 13: Unit 2: Sport Consumer Behavior

13

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

Page 14: Unit 2: Sport Consumer Behavior

14

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 72% encouraged outside

practice.

Impact increases with

persons age.

Page 15: Unit 2: Sport Consumer Behavior

15

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 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

Page 16: Unit 2: Sport Consumer Behavior

16

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.

Page 17: Unit 2: Sport Consumer Behavior

17

RACE FACTORSRACE FACTORS

Historically in America, African Americans and other black athletes have been discriminated against in the participation of sports. Today, they enjoy dominance and success in American sports

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

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.

MLB GM’s: Ken Williams, Ruben Amaro Jr, and Omar Minaya. NFL Coaches: Mike Tomlin of the Pittsburgh Steelers

Page 18: Unit 2: Sport Consumer Behavior

18

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

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

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

Page 19: Unit 2: Sport Consumer Behavior

19

CLIMATE AND GEOGRAPHYCLIMATE AND GEOGRAPHY

Certain parts of the country emphasize and are more suited for particular sports.

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

Based upon weather and topography.Professional organizations have challenged this by expanding their sports to non-traditional areas over the last several years to expand exposure and profit. NHL to Carolina, now Kansas City ? MLB to Tampa Bay, Arizona, and Washington DC.

Page 20: Unit 2: Sport Consumer Behavior

20

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?

Page 21: Unit 2: Sport Consumer Behavior

21

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.

Page 22: Unit 2: Sport Consumer Behavior

22

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

I want to play this, but I have to do chores. PHYSICAL CHARACTERISTICSPHYSICAL CHARACTERISTICS

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

Page 23: Unit 2: Sport Consumer Behavior

23

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!

Page 24: Unit 2: Sport Consumer Behavior

24

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.

Page 25: Unit 2: Sport Consumer Behavior

25

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.