Chapter 13 - Sport consumer behaviour

Question 1

understanding the individual as a sport consumer through segmentation

Answer 1

1. market segmentation
2. target markets
3. segmenting sport consumers based on their motives, perceptions and attitudes

Question 2

consumer needs and motivation

Answer 2

1. identifying and satisfying customers’ unfulfilled needs
2. participant motivation
3. spectator motivation
4. participant and spectator markets

Question 3

participant motivation

Answer 3

1. achievements
2. social
3. mastery
4. extrinsic and intrinsic rewards

Question 4

achievement

Answer 4

bring driven by competitions, to perform and out perform

Question 5

social

Answer 5

interactions within sport and event/activities

Question 6

mastery

Answer 6

intrinsic; pushing yourself to be the best possible

Question 7

intrinsic reward

Answer 7

personal recognition with medals, trophies, etc.

Question 8

extrinsic reward

Answer 8

visible reward given to an individual or an employee for achieving something.

Question 9

spectator motivation

Answer 9

different reasons for watching and participating. motives vary by diversion and eustress

Question 10

birging

Answer 10

basking in reflective glory

Question 11

diversion

Answer 11

distraction to get away to do something , watching sporting events with friends even when uninterested

Question 12

eustress

Answer 12

good type of stress

Question 13

consumer perception

Answer 13

process by which a person selects, organizes and interprets stimuli to create a meaningful picture of the world

Question 14

consumer attitudes of marketing efforts

Answer 14

1. directed at shaping people’s perception

2. attempting to form or change customers attitude

Question 15

type of attitudes of consumer

Answer 15

1. expressions of inner feelings the reflect likes and dislike
2. based on three components (experience, feelings and beliefs )

Question 16

type of consumers attitude

Answer 16

1. loyalty
2. involvement
3. identification

Question 17

external factors influencing buying behave

Answer 17

1. people closest to us
2. groups with whom we choose to associate
3. broader society in which we live

Question 18

reference group

Answer 18

1. group that is chosen based on what consumer has learned

2. can affect what a consumer learns subsequently

Question 19

direct and indirect reference group

Answer 19

influence on the ways we consume sport

Question 20

socialization process

Answer 20

modelling, prompting and reinforcement

Question 21

situational influences on the sport consumer

Answer 21

1. isolating influences of internal and external forces is difficult
   2, different contexts and situations result in different decisions
2. situation is a set of factors that are outside the individual consumer, removed from the product or ad
3. awareness of how purchase situations influence consumers

Question 22

situational influences

Answer 22

1. physical surroundings
2. social surroundings
3. task requirement
4. time pressures
5. antecedent states

Question 23

physical surrounding

Answer 23

smells and crowding

Question 24

social surrounding

Answer 24

what your friends are wanting to do

Question 25

task requirement

Answer 25

buying gear for a specific sport

Question 26

time pressures

Answer 26

time of the day or season

Question 27

antecedent states

Answer 27

mood in terms of decision making

Question 28

consumer progression in dimension-making process

Answer 28

1. recognized a need or problem 2. seeks information to resolve problem or fulfill need 3. determines purchase options 4. evaluates alternatives 5. makes purchase decisions 6. engages in postpurcahse evaluation

Question 29

sport consumer behaviour challenges and issues

Answer 29

1. meaning and emotion of sport consumption 2. globalization of sport 3. virtual consumption 4. compulsive consumption 5. social media and consumer behaviour