Typology of consumer behaviors during the 2012 UEFA European Championships

• Autorzy: Piatkowska M. , Goclowska S. , Zysko J.
• Języki publikacji: EN

Abstrakty

EN

Background: Facing a growing diversity of needs, preferences and behaviors among sports events consumers, the segmentation of this market has become a key aspect in designing and implementing marketing programs. Therefore, the purpose of this paper is to create a 2012 UEFA Euro Championship consumer typology that adopts a segmentation method based on socio-demographic and behavioral variables. Material/Methods: Sample CAPI surveys were conducted among viewers of the 2012 UEFA European Championship (N = 1,000). Consumer profiles were analyzed by adopting basic criteria of marketing segmentation based on socio-economic, demographic and psychographic variables. Due to a hierarchical clustering, authors obtained five groups of consumers: heavy, moderate, light, very light and non-viewers. Results: The study proved that an individually prepared therapeutic program including postisometric relaxation and combination therapy improves ROM in all planes of hip joins in osteoarthritis. It was also stated that after 2 pain assessment tests (the VAS and Laitinen scales) the therapy was confirmed to be a successful method in pain relief. The researchers also noticed that systematically conducted therapy led to reducing the incidence of pain which is manifested by limitation of pharmacotherapy. Conclusions: Data analysis showed a relationship between consumer behaviors and the respondents’ gender, age, place of residence. A new typology of segments of Euro 2012 fans was created.

• Wydawca: -
• Czasopismo: Baltic Journal of Health and Physical Activity. The Journal of Gdansk University of Physical Education and Sport
• Rocznik: 2015
• Tom: 07
• Numer: 3
• Opis fizyczny: p.39-50,fig.,ref.

Twórcy

autor

Piatkowska M.

• Jozef Piłsudski University of Physical Education in Warsaw, Warsaw, Poland

autor

Goclowska S.

• Jozef Piłsudski University of Physical Education in Warsaw, Warsaw, Poland

autor

Zysko J.

• Warsaw School of Tourism and Hospitality Management, Warsaw, Poland

Bibliografia

• [1] Constantinescu M. Segmentation in sports – analyzing the behavior of the sport’s consumer. Romanian Journal of Marketing. 2013;1:38-45.
• [2] Doyle JP, Kunkel T, Funk DC. Sports spectator segmentation: examining the differing psychological connections among spectators of leagues and teams. International Journal of Sports Marketing and Sponsorship. 2013;14:95-111.
• [3] Stewart B, Smith ACT, Nicholson M. Sport consumer typologies: A critical review. Sport Marketing Q. 2003;12:206-216.
• [4] Bednarik J, Sugman R, Urank J, Kovac M. Segmentation of sports consumers in Slovenia. Kinesi-ology. 2007;39:74-84.
• [5] Agas K, Georgakarakou C, Mylonakis J, Arsenos P. Traveling abroad internal and external motives toward different sports fan types. International Journal of Business and Management. 2012;7:111-126.
• [6] Hunt KA, Bristol T. A conceptual approach to classifying sports fans. Journal of Services Marketing. 1999;13:439.
• [7] Brownelle EA, Shreffler MB, Ross SD. Sponsorship awareness at a new NCAA division I football stadium: An analysis of donation level as a measure of fan identification. Journal of Brand Strategy. 2012;1:413-423.
• [8] Meenaghan T. Understanding Sponsorship Effects. Psychology & Marketing. 2001;18:95-122.
• [9] Nufer G. Sponsoring the FIFA Football World Cup: The good, the bad and the surprising. Journal of Sponsorship. 2009;2:241-249.
• [10] Boyle R, Haynes R. Power Play: Sport, the media and popular culture. Harlow: Pearson Education; 2000.
• [11] Ferrand A, Pages M. Football supporter involvement: explaining football match loyalty. Eur J Sport Manage. 1996;3:7-20.
• [12] Hughson J. A tale of two tribes: expressive fandom in Australian Soccer’s A-League. Culture, Sport, Society. 1999;2:10-30.
• [13] Wann DL, Branscombe NR. Sports fans: measuring degree of identification with their team. Int J Sport Psychol. 1993;24:1-17.
• [14] Kahle LR, Kambara KM, Rose GM. A functional model of fan attendance motivations for college football. Sport Marketing Q. 1996;5:51-60.
• [15] Sutton WA, McDonald MA, Milne GR, Cimperman J. Creating and fostering fan identification in professional sports. Sport Marketing Q. 1997;6:15-22.
• [16] Smith A, Stewart B. Sports Management: A guide to professional practice. Sydney: Allen and Unwin; 1999.
• [17] Mahony DF, Madrigal R, Howard D. Using the Psychological Commitment to Team (PCT) scale to segment sport consumers based on loyalty. Sport Marketing Q. 2000;9:15.
• [18] Funk DC, James J. The psychological continuum model: A conceptual framework for understanding an individual’s psychological connection to sport. Sport Management Rev. 2001;4:119-150.
• [19] Hunt KA, Bristol T. A conceptual approach to classifying sports fans. Journal of Services Marketing. 1999;13:439.
• [20] Holt DB. How consumers consume: a typology of consumption practices. J Consum Res. 1995;22:1-16.
• [21] Quick S. Contemporary sport consumers: Some implications of linking fan typology with key spectator variables. Sport Marketing Q. 2000;9:149-156.
• [22] Lera-López F, Rapún-Gárate M, Suárez M. J. Determinants of individual consumption on sports attendance in Spain. Int J Sport Financ. 2011;6:204-221.
• [23] Cannon T, Ford J. Relationship of demographic and trip characteristics to visitor spending, an analysis of sports travel visitors across time. Tourism Economics. 2002;8:263.
• [24] Pawlowski T, Breuer C. The demand for sports and recreational services: Empirical evidence from Germany. Eur Sport Manage Q. 2011;11:5-34.
• [25] Krokosz D, Jochimek M, Lipowski M. Psychological aspects of the Polish National Team performance at EURO 2012 tournament in the opinion of students from sports- and humanities-oriented universities. Balt J Health Phys Act. 2013;5:27-36.
• [26] Wilczewska I, Boski P. Polish fans’ emotions during EURO 2012. Balt J Health Phys Act. 2013;5:7-16.
• [27] Kotler P, Keller KL. Marketing Management. 14th ed. Upper Saddle River: Prentice Hall; 2012.
• [28] Wann DL. Preliminary validation of the Sport Fan Motivation Scale. Journal of Sport and Social Issues. 1995;19:377-396.
• [29] Wann DL, Wilson AM. Relationship between aesthetic motivation and preferences for aggressive and non aggressive sports. Percept Motor Skill. 1999;89:931.
• [30] Armstrong KL. Race and sport consumption motivations: a preliminary investigation of a Black customers’ sport motivation scale. J Sport Behav. 2002;25:309-330.
• [31] Makurat F. The image of a football fan as depicted in research literature and the present study. Balt J Health Phys Act. 2013;5:45-58.
• [32] Lera-Lopez F, Rapun-Garate M. Sports participation versus consumer expenditure on sport: Different determinants and strategies in sports management. Eur Sport Manage Q. 2005;5:167-186.
• [33] Lera-Lopez F, Rapun-Garate M. The demand for sport: Sport consumption and participation models. J Sport Manage. 2007;21:103-122.
• [34] Mccarty JA, Shrum LJ. The role of personal values and demographics in predicting television viewing behavior: Implications for theory and application. J Advertising. 1993;22:77-101.

Identyfikatory

DOI

10.29359/BJHPA.07.3.05