Consumer behaviour in sports services – Marketing strategies

Marketing strategies in sports services need to take into account how consumers make decisions and choices about specific products/services. The text analyses consumer behaviour in sports services, combining theory and research with practical applications to enable students and industry professionals to design effective marketing strategies. Key topics such as:

• The consumer decision-making process in sports services
• The segmentation variables of the sports market
• The role of exogenous and endogenous factors in the consumer decision-making process
• The socio-demographic factors associated with consumption decisions
• Consumer attitudes, incentives and disincentives
• The process of branded product development and the concepts of consumer associations and brand personality
• Models of consumer loyalty development

The book covers with many examples the areas of sports, leisure and sports tourism services