UNDERSTANDING THE SPORT CONSUMER
CHAPTER 3
SPORT CONSUMER
Seomgyun Lee
✓Recognize the differences among socialization, involvement, and commitment
for sport consumers
✓Understand the individual and environmental factors that shape consumer
involvement and commitment in sport
✓Decision process for sport consumers?
KEY QUESTIONS
Seomgyun Lee
✓Who are my consumers—past, present, and future—in terms of both demographics (age, sex,
income) and psychographics (attitudes, opinions, lifestyles)?
✓Where do my consumers reside? Where do they work? How do they travel to and from the places
where they consume my product?
✓Where, when, and how have my consumers been exposed to my product?
✓How and why did they become involved with my product?
✓If they have been committed to my product, why? Why have some lost that commitment?
SOCIALIZATION
Seomgyun Lee
: is the process of assimilating and developing the skills, knowledge, attitudes,
and other “equipment” necessary to perform various social roles.
: involves two-way interaction between the individual and the environment.
: demands some kind of involvement, including sport
SPORT INVOLVEMENT
Seomgyun Lee
Behavioral Involvement
The hands-on doing, such as participation in the sport itself or
activities like watching, listening, either in the venue or through
media consumption
Cognitive Involvement
The acquisition of information and knowledge about a
sport through means, such as media accounts,
interviews with, or discussions with other fans
Affective Involvement
The attitudes, feelings, and emotions that a consumer has
toward an activity developed through activities like tailgating,
or even watching certain Ads
SO.. WHAT WE NEED TO DO?
Seomgyun Lee
Commitment?
Frequency, duration, and intensity of involvement
in a sport or the willingness to expend money,
time, and energy in a pattern of sport involvement
•Segment sport consumers based on their level of
involvement or commitment
•Develop ways to nurture consumer commitment
•Examine the factors that affect sport commitment
and involvement
MODEL OF CONSUMER BEHAVIOR
Understanding the WHYS of buying behavior is very difficult.
✓The answers are often locked deep within the consumer’s mind.
The Environment
•Marketing
Influences
Consumer’s Black
Box
• Consumer’s
Characteristics
Consumer
Responses
•Buying Attitude &
Preferences
•Other Influences
✓Economic
