Sport şi Societate (Oct 2015)
SPORT CONSUMER BEHAVIOR
Abstract
Without any doubt, sport has become a major consumer market, either we discuss about practicing any kind of sport at professional or amateur level, or we are just interested by a competition, sport organization or an athlete as a regular consumer. From this last perspective, we can distinguish between two types of behaviors, respectively the spectator and the supporter or fan. Each of these two typologies has its own characteristics which define, in a significant manner, the consumer behavior. A correct understanding and management of this phenomenon, of the factors that influence the attitudes and the decisions taken by the respective consumer, of the display manner for the consumer behavior have a major importance from the management and marketing point of view. This paper focuses on the football consumer and describes, first of all, the main characteristics of each of the typologies mentioned above from this perspective, presenting also the reasons for their transition from passive supporter to fan. Another issue we approach in the current paper refers to the changes appeared in the consumer behavior when the market segment is represented by those supporters whose teams are either relegated or liquidated, which is a global phenomenon in the football area. Having in mind this aspect and taking into consideration the influence of media (TV, press, Internet, social media etc), some individual benchmarks that influence those consumer’s behavior are identified within the context of the general typologies previously mentioned. These influences help the consumer to obtain benefits or satisfaction similar to those already lost. The findings may be used in further research focused on that particular market segment and could provide the necessary support data for further development of proper techniques and tools for reshaping and changing the respective consumer behavior.
