Consumer Behaviour in Sport and Events (PDF)

Sport Consumer Behaviour: Marketing Action for Sports and Sporting Events emphasises the role of consumer behaviour in developing strategic marketing activities for sport and related industry sectors. The book provides a detailed understanding of the personal, psychological and environmental factors that influence sport related consumer behaviour. This understanding provides the basis for the development of marketing actions useful in sport and related business, community and government sectors. The study of sport consumer behaviour examines motivation and behaviour relative to products and services marketed in sport and related industries. This examination covers a wide range of motives that influence both active recreation and passive spectator participation. Given the social, economic, and environmental benefits of sport and sporting events, the challenge for marketers is to understand the complexity of participation to develop marketing communication, enhance the consumption experience, and identify key elements of the decision-making process.
Sport Consumer Behaviour: Marketing Action for Sports and Sporting Events provides a comprehensive understanding of how individuals? first become aware, then attracted, attached and finally allegiant to sport products and services. A quick and simple tool to segment consumers into four stages, guides a discussion of marketing actions and strategies for each stage. The book provides students and industry professionals with knowledge and skills necessary to meet the current marketing challenges facing professionals working in the sport and event industries.