1. UNDERSTANDING PARTICIPANTS AS CONSUMERS
CHAPTER 5
UNDERSTANDING PARTICIPANTS AS CONSUMERS

2. Adult Sport Participant Market: General Observations
Majority of American adults do not participate in many of the most common sports
Numbers conflicting; Surgeon General’s Report (only 15% of adults say that they exercise regularly)
Why?

3. Most Popular Sports

4. Participant Consumption Behavior
Actions performed when searching for, participating in, and evaluating the sports activities that consumers feel will satisfy their needs and desires.

5. Model of Participant Consumption Behavior

6. Decision-Making Process
Problem Recognition
Information Search
Alternative Evaluation
Participate
Post-Participation Evaluation

7. Psychological Factors
Personality
Perception
Attitudes
Motivation
Learning

8. Maslow’s Hierarchy of Needs

9. Model of Attitude Formation

10. Why Do We Participate?
Personal Improvement - Better health, sense of accomplishment, develop positive values, etc.
Sport Appreciation - Enjoy the game and competition
Social Facilitation - Spend time with others, feel like part of a group

11. Sociological Factors
Culture
Reference Groups
Family
Social Class

12. Model of Consumer Socialization