Chapter 13 - Sport consumer behaviour Flashcards Preview

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Flashcards in Chapter 13 - Sport consumer behaviour Deck (29):
1

understanding the individual as a sport consumer through segmentation

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

2

consumer needs and motivation

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

3

participant motivation

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

4

achievement

bring driven by competitions, to perform and out perform

5

social

interactions within sport and event/activities

6

mastery

intrinsic; pushing yourself to be the best possible

7

intrinsic reward

personal recognition with medals, trophies, etc.

8

extrinsic reward

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

9

spectator motivation

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

10

birging

basking in reflective glory

11

diversion

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

12

eustress

good type of stress

13

consumer perception

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

14

consumer attitudes of marketing efforts

1. directed at shaping people's perception
2. attempting to form or change customers attitude

15

type of attitudes of consumer

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

16

type of consumers attitude

1. loyalty
2. involvement
3. identification

17

external factors influencing buying behave

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

18

reference group

1. group that is chosen based on what consumer has learned
2. can affect what a consumer learns subsequently

19

direct and indirect reference group

influence on the ways we consume sport

20

socialization process

modelling, prompting and reinforcement

21

situational influences on the sport consumer

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

22

situational influences

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

23

physical surrounding

smells and crowding

24

social surrounding

what your friends are wanting to do

25

task requirement

buying gear for a specific sport

26

time pressures

time of the day or season

27

antecedent states

mood in terms of decision making

28

consumer progression in dimension-making process

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

29

sport consumer behaviour challenges and issues

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