For each of the products listed below, describewho you feel is most likely to purchase theproduct. Be as descriptive as possible.
•Nike running shoes
•Redskins Jersey
•Sport and Health gym membership
•Gatorade sports drink
The Sports Consumer
What’s on the Agenda
•To define the sports consumer
•To explain market segmentation
The Sports Consumer
•Is a person who may play, officiate, watch, orlisten to sports, or read, use, purchase, and/orcollect items related to sports
•Is the target of sports marketing because theconsumer, as a customer, makes purchasesand helps sports organizations make a profit
•Understanding the sports consumer isimportant because it helps marketers createeffective marketing plans
What’s the difference between acustomer and a consumer?
•A customer makes the purchase
•The consumer is the end user
Consumer Decisions…To Buy or Not to Buy?
•Many factors affectthe sportsconsumer’s decisionto spend money onor participate insports
These factors can be classified in twocategories
environmental factors
individual factors
Family and friends
Society’s attitudes andvalues
Cultural differences
Climate and region
Marketing influences
Self-concept/self-image
Life stage
Physical characteristics
•The goal ofmarketingstrategies is toencourage theconsumer to act asa customer andpurchase tickets ormerchandise
Sports Marketing Personnel
Sports ConsumersAndMarket Segmentation
Market Segmentation
•A way of analyzing amarket by specificcharacteristics to create atarget market!
A specific group of consumers that anorganization selects as the focus of itsmarketing plan
Target Market
Market Segmentation
•Demographics
•Psychographics
•Geographics
•Product Benefits
Demographics
•Age
–under 10; 10-19; 20-34;35-65, over 65
•Level of Education
– less than high school;high school graduate;some college; collegegraduate
•Gender
–male, female
•Marital Status
– single, married,children
•Occupation
– nonprofit;government; business;not employed
•Home Ownership
– rent; own
Psychographics
•Customer Lifestyles – includes activities,interests, or opinions that may be related toproduct or service being sold
Geographics
Product Benefits
Analyzes customers needs and wants andmarkets the products benefit for that specificmarket
