KNES 472 Lecture 3: Strategy_ Segmentation-2
Document Summary
Benefits: features that are desired, problem that product solves, social, personal, and health advantages, consumer needs. The most common form of segmentation in sport marketing. Variables include age, gender, ethnic background and what stage of their working life-cycle" a consumer occupies. There are also categories such as: married without children, same- sex couples, single parents, blended families, and the separated or divorced. These factors can make a difference to how, when and why consumers spend money on sports products. For example: the major national soccer leagues in australia and the united. States possess a strong ethnic fan base. Refers to social or economic circumstances, such as income, level of education achieved, and occupation. How much money a consumer earns is likely to influence their buying behavior: a family living on a tight budget is unlikely to buy box seats to a football match.
