the canadian sport consumer

Copyright © 2009 Nelson Education Ltd. All rights reserved.

The Canadian Sport ConsumerThe Canadian Sport Consumer

Chapter 4

2Copyright © 2009 Nelson Education Ltd. All rights reserved.

OBJECTIVESOBJECTIVES

• Understand why the consumer is the focus of Understand why the consumer is the focus of marketing.marketing.

• Provide details on why Canadians are engaged in Provide details on why Canadians are engaged in sport.sport.

• Realize the need to understand consumer ‘minds’ in Realize the need to understand consumer ‘minds’ in marketing strategy development.marketing strategy development.


INTRODUCTIONINTRODUCTION

• Level, reason and type of engagement varies for each Level, reason and type of engagement varies for each person.person.

Participant consumption behavior:Participant consumption behavior:

Actions performed when searching for, participating in and Actions performed when searching for, participating in and evaluating the sports activities consumers feel will satisfy their evaluating the sports activities consumers feel will satisfy their needs and desires.needs and desires.


CANADIAN SPORT CONSUMERSCANADIAN SPORT CONSUMERS

Sport organizations must understandSport organizations must understand::

• Who their consumers areWho their consumers are

• What value they seek for their dollarWhat value they seek for their dollar

• What influences their purchase decisionsWhat influences their purchase decisions


CANADIAN SPORT CONSUMERSCANADIAN SPORT CONSUMERS

• FANaticsFANatics

• LoyalistsLoyalists

• StarStruckStarStruck

• SocialitesSocialites

• OpportunistsOpportunists

• DisinterestedDisinterested


LOYALTY LADDERLOYALTY LADDER

• Challenge is to move consumers up the ‘loyalty Challenge is to move consumers up the ‘loyalty ladder’.ladder’.

• Must engage new consumers while maintaining loyal Must engage new consumers while maintaining loyal fan base.fan base.

• Done through process of continually creating and Done through process of continually creating and maintaining a consumer centered marketing strategy.maintaining a consumer centered marketing strategy.


PSYCHOLOGICAL RELATIONSHIPSPSYCHOLOGICAL RELATIONSHIPS

The Psychological Continuum ModelThe 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)


CONSUMER GATEWAYS TO SPORTCONSUMER GATEWAYS TO SPORT

• ParticipationParticipation

• AttendanceAttendance

• MediaMedia

• Word of MouthWord of Mouth

• InfluencersInfluencers


PARTICIPANT CONSUMPTION PARTICIPANT CONSUMPTION BEHAVIOURBEHAVIOUR

• Consumers influenced by internal, external and Consumers influenced by internal, external and situational factors when making decision to participate in situational factors when making decision to participate in sports.sports.

• Model of Participant Consumption Behaviour. Shank Model of Participant Consumption Behaviour. Shank (2005)(2005)


PARTICIPANT CONSUMPTION BEHAVIOURPARTICIPANT CONSUMPTION BEHAVIOUR


PARTICIPANT DECISION-MAKING PARTICIPANT DECISION-MAKING PROCESSPROCESS

• Problem recognitionProblem recognition

• Information searchInformation search

• EvaluationEvaluation of alternatives of alternatives

• ParticipationParticipation

• Post-participation Post-participation evaluationevaluation


INTERNAL INFLUENCESINTERNAL INFLUENCES

PerceptionPerception

• Involves four stages:Involves four stages:

ExposureExposure

AwarenessAwareness

AttentionAttention

RetentionRetention

LearningLearning• Behavioral learningBehavioral learning• Cognitive learningCognitive learning


INTERNAL INFLUENCESINTERNAL INFLUENCES

PersonalityPersonalityIndividual’s personal characteristics.Individual’s personal characteristics.

MotivationMotivationThe force that spurs certain actions.The force that spurs certain actions.

AttitudeAttitude

What a consumer feels or believes and how they act accordinglyWhat a consumer feels or believes and how they act accordingly. .


EXTERNAL INFLUENCESEXTERNAL INFLUENCES

• CultureCulture

• Social ClassSocial Class

• Reference groupsReference groups

• FamilyFamily


SITUATIONAL INFLUENCESSITUATIONAL INFLUENCES

• Physical surroundingsPhysical surroundings

• Social surroundingsSocial surroundings

• Task definition Task definition

• TimeTime

• Antecedent statesAntecedent states


SPORT CONSUMER BUYING ROLESSPORT CONSUMER BUYING ROLES

InitiatorInitiatorRecognizes problem and suggests sportRecognizes problem and suggests sport

GatekeeperGatekeeperConducts information searchConducts information search

InfluencerInfluencerTries to sway outcomeTries to sway outcome

Decision makerDecision makerEvaluates alternatives, can make decisionEvaluates alternatives, can make decision


SPORT CONSUMER BUYING ROLESSPORT CONSUMER BUYING ROLES

ApproverApproverCan approve or reverse decisionCan approve or reverse decision

Real buyerReal buyerMakes final decision and purchaseMakes final decision and purchase

UserUserUltimately uses purchaseUltimately uses purchase

EvaluatorEvaluatorReflects on quality of experienceReflects on quality of experience


SPORT FAN SEGMENTATIONSPORT FAN SEGMENTATION

• Active thrill seekersActive thrill seekers

• EZ chair quarterbackEZ chair quarterback

• Patriotic traditionalistPatriotic traditionalist

• Cultured individualistCultured individualist

the canadian sport consumer

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