The Canadian Sport Consumer
Chapter 4
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OBJECTIVES
•
Understand why the consumer is the focus of
marketing.
•
Provide details on why Canadians are engaged in
sport.
•
Realize the need to understand consumer ‘minds’ in
marketing strategy development.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
2
INTRODUCTION
• Level, reason and type of engagement varies for each
person.
Participant consumption behavior:
Actions performed when searching for, participating in and
evaluating the sports activities consumers feel will satisfy their
needs and desires.
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3
CANADIAN SPORT CONSUMERS
Sport organizations must understand:
•
Who their consumers are
•
What value they seek for their dollar
•
What influences their purchase decisions
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4
CANADIAN SPORT CONSUMERS
•
FANatics
•
Loyalists
•
StarStruck
•
Socialites
•
Opportunists
•
Disinterested
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5
LOYALTY LADDER
•
Challenge is to move consumers up the ‘loyalty
ladder’.
•
Must engage new consumers while maintaining loyal
fan base.
•
Done through process of continually creating and
maintaining a consumer centered marketing strategy.
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6
PSYCHOLOGICAL RELATIONSHIPS
The Psychological Continuum Model
Level of Connection
Description of Consumer Relationship
4. ALLEGIANCE
Consumer is loyal fan of a sport and/or organization.
3. ATTACHMENT
Consumer has visible relationship with a sport and/or
organization.
2. ATTRACTION
Consumer begins to acknowledge preference for a sport
and/or organization.
1. AWARENESS
Consumer first learns of a sport and/or organization.
Adapted from Funk, D.C. and James, J. (2001)
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7
CONSUMER GATEWAYS TO SPORT
•
Participation
•
Attendance
•
Media
•
Word of Mouth
•
Influencers
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8
PARTICIPANT CONSUMPTION
BEHAVIOUR
• Consumers influenced by internal, external and
situational factors when making decision to participate in
sports.
• Model of Participant Consumption Behaviour. Shank
(2005)
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9
PARTICIPANT CONSUMPTION BEHAVIOUR
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10
PARTICIPANT DECISION-MAKING
PROCESS
•
Problem recognition
•
Information search
•
Evaluation of alternatives
•
Participation
•
Post-participation evaluation
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11
INTERNAL INFLUENCES
Perception
• Involves four stages:
Exposure
Awareness
Attention
Retention
Learning
• Behavioral learning
• Cognitive learning
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12
INTERNAL INFLUENCES
Personality
Individual’s personal characteristics.
Motivation
The force that spurs certain actions.
Attitude
What a consumer feels or believes and how they act accordingly.
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13
EXTERNAL INFLUENCES
•
Culture
•
Social Class
•
Reference groups
•
Family
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14
SITUATIONAL INFLUENCES
•
Physical surroundings
•
Social surroundings
•
Task definition
•
Time
•
Antecedent states
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15
SPORT CONSUMER BUYING ROLES
Initiator
Recognizes problem and suggests sport
Gatekeeper
Conducts information search
Influencer
Tries to sway outcome
Decision maker
Evaluates alternatives, can make decision
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16
SPORT CONSUMER BUYING ROLES
Approver
Can approve or reverse decision
Real buyer
Makes final decision and purchase
User
Ultimately uses purchase
Evaluator
Reflects on quality of experience
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17
SPORT FAN SEGMENTATION
•
Active thrill seekers
•
EZ chair quarterback
•
Patriotic traditionalist
•
Cultured individualist
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18
Questions?
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