2 Understanding the sport consumer
Learning Objectives
- An understanding of the different types of sport consumers.
- Explain the sport decision-making process and the factors that influence an individual’s decision to consume a particular sport or sport-related product, such as situational factors, personal factors, and social factors.
- Analyse the factors that affect the types of sport consumers, including age, gender, income, education level, geographic location, and cultural background.
- Evaluate the role of attitudes in sport marketing, including the tri-component model of attitudes, which includes affective, behavioral, and cognitive components.
Introduction
Sports consumers refer to individuals or groups who purchase products or services related to sports, such as tickets to games, team merchandise, or equipment for participating in a sport. They may also include individuals who regularly watch sports on television or streaming platforms or engage with sports content on social media.
Types of sport consumers
There are several types of sport consumers, which can be grouped based on different characteristics such as their level of engagement with sports, their purchasing behaviour, or the types of products or services they consume [1]
Some examples of types of sport consumers include:
These are just a few examples of the many types of sport consumers that exist. It’s important to note that individuals may also belong to multiple categories and their behaviour may change over time. Think about how you may change on a yearly or even weekly basis!
A sports fan is someone who actively follows and supports a particular team or athlete, often attending games or watching them on TV. They may also have an emotional connection to the team or athlete. A sport consumer is someone who purchases goods or services related to sports, such as tickets to games, merchandise, or subscriptions to streaming services that show live games. They may be interested in the sport, but not necessarily emotionally invested in a particular team or athlete.
Can a sport fan be a sport consumer?
Yes, a sports fan can also be a sports consumer. They may purchase tickets to games, merchandise, and subscriptions to streaming services to show their support for their favourite team or athlete. However, not all sports fans are sports consumers, and not all sports consumers are sports fans. Some people may choose to consume sports content, such as watching games on TV or streaming them online, without actively following or supporting a particular team or athlete.
Make sure you have a look at how other scholars have described and defined different types of fans (specifically!) in the extra readings available for this week! These include works by Stewart et. al[2] which explains the difference between dualistic, tiered and multidimensional fan typologies.
Sport consumption decision-making process
The sport consumption decision-making process refers to the series of steps that a consumer goes through when deciding to purchase a product or service related to sports. It is important to understand the sport consumer decision-making process because it can provide valuable insights into how individuals make choices related to sport participation and consumption[3].
By understanding the various factors that influence the decision-making process, organisations and businesses in the sport industry can develop more effective marketing strategies, improve customer engagement and satisfaction, and ultimately increase revenue.
As the video above explains, these steps may include[4]:
- Need recognition: The consumer realises that they have a need or desire for a product or service related to sports.
- Information search: The consumer seeks out information about different products or services that could fulfil their need or desire related to sport.
- Evaluation of alternatives: The consumer evaluates the different options they have found and compares them to one another in terms of features, benefits, and costs.
- Purchase decision: The consumer makes a choice of which product or service to purchase.
- Post-purchase evaluation: The consumer evaluates their satisfaction with the product or service they have chosen after they have used it.
Factors that affect what types of “sport” is consumed?
There are many factors that can affect sport consumption, including both internal and external factors. Understanding the factors that affect sport consumption can also help to design policies and programs to promote sport participation, and create a more inclusive and equitable environment for all individuals, regardless of their background or abilities.
These are just a few examples of the many factors that can affect sport consumption behaviour. It’s important to note that the significance and impact of these factors may vary depending on the individual, the context, and the specific product or service being consumed.
Note: This is at the most basic level with scholarship providing various models to help us explain this in a far more meaningful way – let’s explore one now (with additional ones in the weekly additional readings)
Understanding Attitudes
The concept of attitudes in marketing explores the cognitive, affective, and behavioural dispositions of consumers towards a particular product, brand, or company. This is a complex and multifaceted topic that encompasses various theoretical perspectives. However, for the purpose of this unit, it is essential to limit the scope of analysis to a specific theoretical approach, in order to gain a deeper understanding of the subject matter.
In its basic form attitudes can be positive, negative, or neutral. Attitudes are formed through a person’s experiences, beliefs, and values. Marketing campaigns aim to influence consumer attitudes by highlighting the benefits of a product or brand and addressing any potential concerns. Positive attitudes towards a product or brand can lead to increased brand loyalty and repeat purchases. Negative attitudes can make it difficult for a company to sell their products or services. Understanding consumer attitudes is important for businesses as it helps them to develop marketing strategies that effectively target their audience.
The tri-component model of attitudes
The tri-component model of attitudes is a popular way for us to understand theoretically how attitudes towards sport are formed and maintained by those consuming it. The model consists of three components: affective, behavioural and cognitive[5].
- Affective component: This refers to the emotional or feelings aspect of attitudes towards sport. It includes positive or negative feelings such as pleasure, excitement, and satisfaction that people have towards a sport or sport-related object.
- Behavioural component: This refers to the actions or behaviours that people exhibit as a result of their attitudes towards sport. For example, a person who holds a positive attitude towards a sport may engage in behaviours such as watching games or attending events.
- Cognitive component: This refers to the beliefs, knowledge, and perceptions that people hold about a sport or sport-related object. For example, a person who holds a positive attitude towards a sport may believe that the sport is exciting and fun, while a person who holds a negative attitude may believe that the sport is boring or uninteresting.
How can this help us understand sport: Let’s look at buying a pair of sports shoes!
The tri-component model of attitudes can be applied to a case study involving sport purchasing by analysing the cognitive, affective, and behavioural components of a specific individual or group. For example, consider a case study of a consumer who is looking to purchase a new pair of running shoes.
In terms of cognitive component, the consumer may have knowledge and beliefs about the sport such as the importance of proper footwear and the different types of running shoes available. They may also have perceptions about different brands and the features they offer.
In terms of affective component, the consumer may have positive feelings and emotions towards the sport such as enjoyment and excitement, and they may also have a sense of accomplishment when they run. They may also have a sense of health and fitness associated with the sport.
In terms of behavioural component, the consumer may engage in behaviours related to the sport such as running regularly, watching running competitions on television or online and talking about running with friends and family. They may also be more likely to purchase running shoes and other equipment to improve their performance
Overall this model suggests that attitudes towards sport are a combination of emotions, actions, and beliefs, and that these three components are interrelated. Change in one component may lead to change in other components. For example, if a person experiences a positive emotional response to a new sport, they may develop a more positive attitude towards it and be more likely to engage in behaviours such as watching games or attending events.
Okay, we have covered a lot this week so let’s do a knowledge check!
- Adapted from Stewart, B, Smith, A & Nicholson, M 2003, 'Sport consumer typologies: A critical review', Sport Marketing Quarterly, vol. 12, no. 4, pp. 206-16. ↵
- Stewart, B, Smith, A, & Nicholson, M 2003, 'Sport consumer typologies: A critical review', Sport Marketing Quarterly, vol. 12, no. 4, pp. 206-16. ↵
- Yim, BH & Byon KK 2020, 'Critical factors in the sport consumption decision making process of millennial fans: A revised model of goal-directed behavior', International Journal of Sports Marketing and Sponsorship, vol. 21, no. 3, pp. 427-47. ↵
- Adapted from Hartley, P 2021, Types of consumer decisions, 23 April, online video, <https://www.youtube.com/watch?v=OSVngDbxx5Q>. ↵
- The framework was established by Rosenberg, MJ & Hovland CI 1960, 'Cognitive, affective, and behavioural components of attitudes', in MJ Rosenberg & CI Hovland (eds), Attitude organization and change: An analysis of consistency among attitude components, Yale University Press, New Haven, CT, pp. 1-14. ↵
