MKT 828 Lecture Notes - Lecture 3: Psychographic, Target Market
Document Summary
Why do people consume sport: questions that sport marketers ask consumer, types of databases available for analysis, strengths and weaknesses of related studies. Irregular, limited (commissioned, one-time, demographics, consumption and attitudes) Irregular, broad (populations: regular, limited (large scale trends, annual statistics, regular, broad (national) Reading sport consumer studies: definitions (what constitutes a fan or participant, methodologies (interviews, observations, data collection, sampling (random, stratified) Involvement and commitment (simple, awareness, interest: participation (frequent, core, expert, multiple measures (most effective research on the sport consumer employs clearly defined, multiple measures of involvement and commitment, consistent samples and methods, representative samples. Market segmentation: the frequency to which one consumes and then the breadth to which one consumes (consumption) Issues to consider when choosing to segment a market. Identifiably (size and purchasing power: accessibility (individually/collectively) (eg. emails (individually) and fan groups (collectively, responsiveness (will the product match the wants, worthwhile significance)
