Sport Consumer Observation Task

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Masinde Muliro University of Science and Technology *

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MISC

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Health Science

Date

Nov 24, 2024

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docx

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7

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Running Head: SPORT CONSUMER OBSERVATION TASK 1 Sport Consumer Observation Task. Student. Institution Course Instructor Date.
SPORT CONSUME OBSERVATION TASK 2 Sport Consumer Observation Task. Introduction The level of competition at professional sporting events and the level of competition at community sporting events are poles apart. In elite sports, the level of competition is usually greater, as are the requisite skills and physical conditioning. There is often less pressure and emphasis on perfection in recreational sports. They both have fans, but various people prefer one or the other more. In this essay, I'll contrast my observations at a community sporting event with those at a professional sporting event and analyze customer behavior in both contexts to find a marketing or research opening at one of the two gatherings. Research settings. The report's research contexts were two separate athletic events. The first competition was an Olympic-level contest, while the second was a casual, friendly match. I went to a local football match between two amateur teams at a park to experience a Recreational Sporting Event. The professional rugby match I attended was an example of an elite/professional sporting event. Attendance or involvement in each environment was affected by several different variables. The Recreational Sports Event had a fair turnout, partly thanks to the favorable weather and the inexpensive admission cost. Some attendees may have been dissuaded from going since the event was poorly advertised and no refreshments were provided. The prohibitive cost of entering the Elite/Professional Sporting Event may have deterred fans from showing up, although several of the stadium was fully packed. Some individuals may have been enticed to show up, though, since the event was well advertised and refreshments were plentiful.
SPORT CONSUME OBSERVATION TASK 3 Consumer Analysis There were several noticeable variations in the clientele's demographics, behaviors, and psychographics across the two environments. While inhabitants of the surrounding area made up the bulk of spectators at the Recreational Sporting Event, visitors from all over the nation came to see the Elite/Professional Sporting Event. The spectators at the professional game seemed more diverse than those at the community game, which I attribute to the more exposure the former receives in the media. The attendance at the top athletic event was larger and more evenly distributed across age and gender. Fewer participants showed up for the recreational sports event, and those who did were almost exclusively male and between the ages of 18 and 24. The customers' behaviors also varied across the two environments. While spectators at a recreational sporting event were focused on the game, those at an elite or professional sporting event were more concerned with making new friends. Users at the Recreational Sports Event were more likely to participate in the competition, while those at the Elite / Professional Sports Event were more likely to be spectators. Additionally, the consumer behavior was different between the two settings; for instance, f Fans attending a high-profile athletic event were more inclined to buy apparel with the team's logo. Attendees at a non-professional athletic event were less inclined to make a purchase. In addition to the physical differences, the two markets also have diverse customer psychographics. Those attending the community sporting event cared more about the game than meeting new people. In contrast, those attending an elite or professional sporting event cared more about making new social connections since community event mainly attracts people from the same community. In contrast, elite sports attract people from across the globe who socialize while watching the game. Consumers at the recreational sports event participated in the action,
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SPORT CONSUME OBSERVATION TASK 4 whereas those at the elite/professional sports event were spectators. This fact was easily discerned since spectators at the Recreational Sports Event cared more about the sport than those at the Elite / Professional Sports Event cared about the teams. Consumers who attended the professional event did so out of support for the team. In contrast, those who attended the community event did so because they were either personally involved or knew someone participating. Marketing and research opportunity. In comparison to elite sports events, community sporting events provide a wider variety of marketing and research options, which can be implemented to attract a larger audience. That's why I'm going to talk about the people who attend community events and how they can enhance their attendance rates. Most attendees at community sporting events are residents of the surrounding area. Having the game's primary protagonists be people from the area tends to restrict the game's appeal to a more localized fan base. As a result, the organization needs to consider their target market to ensure a sizable chunk of the community shows up. Families, local and far afield, together with young people and the elderly, should make up the bulk of the target market. Several important motivators for this target audience may influence their decision to attend. There is a wide variety of motivating factors for this target, but three of the most prevalent are the following: the desire to engage in physical activity, the pursuit of social interaction, and the maintenance of personal health and well-being. One of the primary draws of athletic participation is the opportunity to exercise (Fujak, Frawley, McDonald, & Bush, 2018). Many people use it to help them maintain their health and fitness levels. For others, it's a chance
SPORT CONSUME OBSERVATION TASK 5 to unwind and enjoy themselves. When sufficient publicity is made about a particular community event and the health benefits, volunteers will flood in from all areas, attracting additional spectators who want to cheer on their friends and family members. Another driving motive for getting into event sports is to spend time with loved ones and also socialize. Many individuals find that participating in sports together is a great way to strengthen friendship and family ties and make memories that will last a lifetime (Funk, Lock, Karg, & Pritchard, 2016). considering that it is easier for families to spend time together doing things they like, the organization should cater to families' needs by offering discounts and other family offers so that consumers may increase the sale of their goods and services. The final driving motive for this target market is to maintain a healthy lifestyle. Physical activity has been linked to a lower chance of developing various chronic illnesses, including cardiovascular disease, stroke, and diabetes (Funk, Lock, Karg, & Pritchard, 2016). However, the company should conduct further research utilizing various methods like surveys, focus groups, and interviews to learn more about the aforementioned target audience. Consumers of sports might be surveyed to learn more about their interests in the field. Both quantitative data, like how many people engage in sports for each of the stated motivations, and qualitative data, like why individuals participate in sports, may be gathered using this technique. Since surveys may collect information from many individuals, they are used in research. Focus groups, or smaller assemblies of individuals, are another method that may be used to elicit feedback on local sports programs. A moderator often leads the group by asking questions and guiding the conversation (Gundumogula, 2020). People's opinions on a service are only one of many potential areas of inquiry that may be uncovered via the usage of focus groups.
SPORT CONSUME OBSERVATION TASK 6 As the last step, the institution can use interviews to get responses from the consumers within the target group. Individuals from the target audience are interviewed to get insight into their needs and opinions. The subject will be asked to answer a series of questions designed by the researcher. Interviews are often used to learn more about a person's motivations and perspectives on a topic. Conclusion Elite sports and recreational sports are two very different types of sporting events. In elite sports, the level of competition is usually greater, as are the requisite skills and physical conditioning. There is often less pressure and emphasis on perfection in recreational sports. They both have fans, but various people prefer one or the other more. However, the marketing and research possibilities at the community event are far wider than those at the top level, giving it a higher chance of improvement.
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SPORT CONSUME OBSERVATION TASK 7 References. Fujak, H., Frawley, S., McDonald, H., & Bush, S. (2018). Are Sport Consumers Unique? Consumer Behavior Within Crowded Sport Markets. Journal of Sport Management , 32 (4), 362–375. https://doi.org/10.1123/jsm.2017-0318 Funk, D., Lock, D., Karg, A., & Pritchard, M. (2016). Sport Consumer Behavior Research: Improving Our Game. Journal of Sport Management , 30 (2), 113–116. https://doi.org/10.1123/jsm.2016-0028 Gundumogula, M. (2020). Importance of Focus Groups in Qualitative Research. The International Journal of Humanities & Social Studies , 8 (11). https://doi.org/10.24940/theijhss/2020/v8/i11/hs2011-082