Content Outline
Obj. 5.01 - Analyze Consumer Behavior and Sponsorships
A. Distinguish between spectator and participant consumers.
a. Spectator consumers observe an event for entertainment.
Example: Friends attend a Carolina Panther’s game.
b. Participant consumers are actually involved in an event. Example:
Lee plays in a community baseball league.
B. Understand factors that influence spectator and participant consumer’s
decision-making process.
a. Intrinsic factors are personal reasons for attending an event. These
factors include:
i. Attitude or personal preference.
ii. Perception of the event.
iii. Spectator consumer example: Sue had a stressful week and
needed a diversion. She went with friends to a UNCWilmington basketball game.
iv. Participant consumer example: John likes playing tennis
because he enjoys the game and can demonstrate his
extraordinary skills.
b. Extrinsic factors are other influences on a person’s decision to
attend an event. These factors include:
i. People.
ii. Situations.
iii. Spectator consumer example: Mary’s grandparents are
visiting from out of town. They would like to see the new
soccer complex in Greensboro, so she takes them to a
game.
iv. Participant consumer example: Tom and Robin belong to
the local country club and share similar lifestyles with their
neighbors. They play golf at the club because they like
being seen in public with their friends.
c. Occasional factors are rare or special reasons to attend an event.
These factors include:
i. Location.
ii. Time of the event.
iii. Weather.
iv. Spectator consumer example: While visiting Myrtle Beach,
Shannon chooses to attend Carrot Top’s performance at the
Alabama Theater.
v. Participant consumer example: Luke’s friend is in town and
loves to play racquetball. Luke does not play the sport but
attempts to play anyway.
C. Understand levels of consumer motivation.
a. Uninformed.
i. Consumers are unaware of the product’s existence.
ii. The promotional objective should be to inform the consumer.
b. Informed.
i. Consumers become aware of the product’s existence.
ii. The promotional objective should be to inform the consumer
about features and benefits of the product.
c. Preference.
i. Consumers identify with a particular product.
ii. The promotional objective should be to create goodwill and
differentiate the product from others.
d. Action.
i. Consumers make a purchase.
ii. The promotional objective is to reinforce the buying decision.
iii. The desire to attend an event must be translated into the
purchasing of tickets.
Activity 1
Choose a local entertainment event and list as much information about the event
as you can on a sheet of paper: when, where, who, cost, your perception of the
event and any reviews that you may have heard.
In groups of four, examine either the intrinsic, extrinsic or occasional factors that
influence consumers attending events like the ones you listed.
Then develop a list of the factors that influence spectator consumers and
participant consumers. Develop an advertisement that speaks to the consumer
influenced by the factors listed.
Activity 2
In groups of four, you are to assume the role of marketing manager for the
Carolina Hurricanes. Brainstorm at least four promotional activities to reach
consumers at each level of consumer motivation: uninformed, informed,
preference and action. You do not need to classify your ideas, but put each idea
on an individual post-it.
Trade your post-its with another group. Classify the ideas you have on each
post-it.
One person from each team will place their post-its under the correct heading.
We will determine whether it is properly classified, and if not, we will discuss
where the idea should be placed.
Activity 3
Consider the following scenario:
Attendance at your high school’s sporting events has dropped considerably over
the past three years. The athletic director at your school has come to your
Sports and Entertainment Marketing class asking for your expertise in developing
a plan to increase attendance at games or other events.
First, determine what information you need to gather to develop a plan to offer
the greatest potential for success. Some information you need may include:
 Whether or not the individual attends the events at your school?
 If so, is there a specific reason why they attend?
 If not, what would make them more willing to attend?
 Of those that do attend the events, is there a group of responders
that only attend “special” events, such as homecoming, senior
night, the local rivalry games?
 What is the best way to reach the target audience with promotional
messages?
Next, create a questionnaire with a minimum of 15 questions that you can use to
gather the information you need in order to develop your plan for the athletic
director.
Activity 4
You have been divided into two groups. Each group is to develop at least four
promotional ideas that would appeal to one of the levels of consumer motivation:
1. Uninformed.
2. Informed.
3. Preference.
4. Action.
Include as much detail as possible and a rationale for each idea. Be prepared to
share your ideas with the rest of the class.
Activity 5
Interview three males and three females about the benefits they seek when
participating in sports.
Have them answer the following questions after their research:
 What conclusions can you draw regarding motivation?
 Are there gender differences in the benefits sought?
Then, locate two websites for the same sport; one for women and one for men.
Analyze the sites and make notes of differences, if any, in how these sites
market to spectators of the sport.
After conducting the research, develop an analysis of the findings. Present this
analysis in a written paper, a poster, a power point presentation or other creative