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Factors Affecting the Sport Related Consumer Expenditures

Year 2012, Volume: 12 Özel Sayı, 29 - 39, 01.11.2012

Abstract

In recent years there has been a significant change in the importance given to economic and social role of sport related economic activities since sport has changed to a much broader concept involving sport clubs, associations, organizations and businesses where the implementation of carefully designed marketing strategies became vital for success. This study aims to explore the factors affecting the sport related consumer expenditures. Empirical results were obtained by means of a questionnaire survey in Izmir, the third biggest city in Turkey. The results include demographic and socio-economic analysis of respondents, their practices about sport related activities and expenditures associated with these activities. Six factors were obtained from the factor analysis depending on the respondents’ attitudes towards sporting activities were examined for their effects on sport related expenditures of the consumers

References

  • A.T. Kearney, (2003) “The New Sports Consumer” Chicago, USA.
  • Anokye, N., Pokhrel S., Buxton M. ve Fox-Rushby J. (2012) “The Demand for Sports and Exercise: Results from an Illustrative Survey” European Journal of Health Economics,13(3):277-287.
  • Bloom, M., Grant, M. ve Watt, D. (2005) “Strengthening Canada: The Socio-Economic Benefits of Sport Participation in Canada” The Conference Board of Canada, August, Ottawa.
  • Davies, L.E. (2002) “Consumers’ Expenditure on Sport in the UK: Increased Spending or Underestimation?” Managing Leisure, (7): 83-102.
  • Dotson, M. J. Z. and Hyatt, E. M. (1997) “An Investigation of Gender Roles and Sports-Related Consumption” Southwestern Marketing Association Proceedings: 1-12.
  • Fink, J.S., Trail, G.T. ve Anderson, D.F. (2002) “Environmental Factors Associated With Spectator Attendance and Sport Consumption Behavior: Gender and Team Differences” Sport Marketing Quarterly, 11(1): 8-19.
  • Fullerton, S. ve Merz, G.R. (2008) “The Four Domains of Sports Marketing: A Conceptual Framework” Sport Marketing Quarterly, 17(2):90-108.
  • Funk, D.C., Mahony, D.F., and Havitz, M.E. (2003) “Sport Consumer Behavior: Assessment and Direction” Sport Marketing Quarterly, 12(4):200-205.
  • Funk, D. (2008) Consumer Behaviour in Sport and Events: Marketing Action, U.K, Butterworth-Heinemann.
  • Gratton, C. (1998) ”The Economic Importance of Modern Sport” Culture, Sport, Society, 1(1):101-117.
  • Jeffrey D. J. ve Ridinger L. (2002) “Female and Male Sport Fans: A Comparison of Sport Consumption Motives” Journal of Sport Behavior, 25:260-278.
  • Kwon H., Ketra H. ve Armstrong L. (2006) “Impulse Purchases of Sport Team Licensed Merchandise: What Matters?” Journal of Sport Management, (20):101-119
  • Lamb, L., Asturias, L., Roberts L.P.K. ve Brodie, D.A. (1992) “Sports Participation-How Much Does It Cost?” Leisure Studies, (11):19-29.
  • Lera-López, F. ve Rapşn-Gárate, M. (2005) “Sports Participation versus Consumer Expenditure on Sport: Different Determinants and Strategies in Sports Management” European Sport Management Quarterly, 5(2):167-186
  • Lera-López, F. Ve Rapşn-Gárate, M. (2007) “The Demand for Sport: Sport Consumption and Participation Models” Journal of Sport Management, 21:103-122
  • Matsuoka, H., Chelladurai, P. ve Harada, M. (2003) “Direct and Interaction Effects of Team Identification and Satisfaction on Intention to Attend Games” Sport Marketing Quarterly, 12(4):244-253.
  • Oga, J. (1998) “Business Fluctuation and the Sport Industry in Japan: An Analysis of the Sport Industry from 1986 to 1993” Journal of Sport Management, (12):63-75.
  • Scheerder, J., Vanreusel, B., Taks, M. ve Renson, R. (2002) “Social Sports Stratification in Flanders 1969-99” International Review for Sociology of Sport, (37):219-245.
  • Smith A. (2008) “Introduction to Sport Marketing: A Practical Approach” USA, Butterworth Heinemann.
  • Stewart, B., Smith, A.C.T. ve Nicholson, M. (2003) “Sport Consumer Typologies: A Critical Review” Sport Marketing Quarterly, 12(4):206-216.
  • Strawiński P. (2010) “Economic Determinants of Sport Participation in Poland” Sciences University of Warsaw, Faculty of Economic Working Papers Series, No:2010-17.
  • Summers, J., Johnson M.M. ve Kanoyangwa, R. (2007) “Teenage Motivations for Sport Related Consumption in Australia” Pitts, P.G.(Eds.) Sport Marketing in the New Millennium, U.S, Fitness Information Technology Inc.
  • Taks M. ve Scheerder J. (2006) “Youth Sports Participation Styles and Market Segmentation Profiles: Evidence and Applications” European Sport Management Quarterly, 6(2):85-121.
  • Taks, M., Renson, R. ve Vanreusel, B. (1995) “Social Stratification in Sport: a Matter of Money or Taste?” European Journal for Sport Management, 2(1):4-14.
  • Taks, M., Renson, R. ve Vanreusel, B.(1999) “Consumer Expenses In Sport: A Marketing Tool For Sports And Sports Facility Providers?” European Journal for Sport Management, 6(1):4-18.
  • Trail, G.T., Fink, J.S. ve Anderson, D.F. (2003) “Sport Spectator Consumption Behaviour” Sport Marketing Quarterly, 12(1): 8-17.
  • Wicker, P., Breuer, C. ve Pawlowski, T. (2010) “Are Sports Club Members Big Spenders? Findings from Sport Specific Analyses in Germany” Sport Management Review, (13):214-224.

Tüketicilerin Sporla İlişkili Harcamalarını Etkileyen Faktörler

Year 2012, Volume: 12 Özel Sayı, 29 - 39, 01.11.2012

Abstract

Son yıllarda spor kulüpleri, dernekler, örgütler ve şirketleri de içine alarak kapsamını genişlettiğinden dolayı spor ve sporla ilgili faaliyetlerin ekonomik ve sosyal rolüne verilen önemde dikkat çekici değişiklikler meydana gelmiştir. Bu nedenle titizlikle planlanmış pazarlama stratejileri başarı için hayati önem taşımaya başlamıştır. Bu çalışma sporla ilişkili tüketici harcamalarını etkileyen faktörleri keşfetmeyi amaçlamaktadır. Ampirik çalışma sonuçları Türkiye’nin üçüncü büyük kenti olan İzmir’de tüketicilerle yüz yüze gerçekleştirilen anketler yoluyla elde edilmiştir. Sonuçlar ankete katılanların demografik ve sosyo-ekonomik analizini, sporla ilgili olarak gerçekleştirdikleri faaliyetler ve bu faaliyetlere yönelik yaptıkları harcamaları içermektedir. Katılımcıların sporla ilgili faaliyetlere yönelik tutumları ile ilgili olarak yapılan faktör analizi sonucunda elde edilen altı faktörün tüketicilerin sporla ilişkili harcamaları üzerindeki etkileri de çalışma kapsamında incelenmiştir

References

  • A.T. Kearney, (2003) “The New Sports Consumer” Chicago, USA.
  • Anokye, N., Pokhrel S., Buxton M. ve Fox-Rushby J. (2012) “The Demand for Sports and Exercise: Results from an Illustrative Survey” European Journal of Health Economics,13(3):277-287.
  • Bloom, M., Grant, M. ve Watt, D. (2005) “Strengthening Canada: The Socio-Economic Benefits of Sport Participation in Canada” The Conference Board of Canada, August, Ottawa.
  • Davies, L.E. (2002) “Consumers’ Expenditure on Sport in the UK: Increased Spending or Underestimation?” Managing Leisure, (7): 83-102.
  • Dotson, M. J. Z. and Hyatt, E. M. (1997) “An Investigation of Gender Roles and Sports-Related Consumption” Southwestern Marketing Association Proceedings: 1-12.
  • Fink, J.S., Trail, G.T. ve Anderson, D.F. (2002) “Environmental Factors Associated With Spectator Attendance and Sport Consumption Behavior: Gender and Team Differences” Sport Marketing Quarterly, 11(1): 8-19.
  • Fullerton, S. ve Merz, G.R. (2008) “The Four Domains of Sports Marketing: A Conceptual Framework” Sport Marketing Quarterly, 17(2):90-108.
  • Funk, D.C., Mahony, D.F., and Havitz, M.E. (2003) “Sport Consumer Behavior: Assessment and Direction” Sport Marketing Quarterly, 12(4):200-205.
  • Funk, D. (2008) Consumer Behaviour in Sport and Events: Marketing Action, U.K, Butterworth-Heinemann.
  • Gratton, C. (1998) ”The Economic Importance of Modern Sport” Culture, Sport, Society, 1(1):101-117.
  • Jeffrey D. J. ve Ridinger L. (2002) “Female and Male Sport Fans: A Comparison of Sport Consumption Motives” Journal of Sport Behavior, 25:260-278.
  • Kwon H., Ketra H. ve Armstrong L. (2006) “Impulse Purchases of Sport Team Licensed Merchandise: What Matters?” Journal of Sport Management, (20):101-119
  • Lamb, L., Asturias, L., Roberts L.P.K. ve Brodie, D.A. (1992) “Sports Participation-How Much Does It Cost?” Leisure Studies, (11):19-29.
  • Lera-López, F. ve Rapşn-Gárate, M. (2005) “Sports Participation versus Consumer Expenditure on Sport: Different Determinants and Strategies in Sports Management” European Sport Management Quarterly, 5(2):167-186
  • Lera-López, F. Ve Rapşn-Gárate, M. (2007) “The Demand for Sport: Sport Consumption and Participation Models” Journal of Sport Management, 21:103-122
  • Matsuoka, H., Chelladurai, P. ve Harada, M. (2003) “Direct and Interaction Effects of Team Identification and Satisfaction on Intention to Attend Games” Sport Marketing Quarterly, 12(4):244-253.
  • Oga, J. (1998) “Business Fluctuation and the Sport Industry in Japan: An Analysis of the Sport Industry from 1986 to 1993” Journal of Sport Management, (12):63-75.
  • Scheerder, J., Vanreusel, B., Taks, M. ve Renson, R. (2002) “Social Sports Stratification in Flanders 1969-99” International Review for Sociology of Sport, (37):219-245.
  • Smith A. (2008) “Introduction to Sport Marketing: A Practical Approach” USA, Butterworth Heinemann.
  • Stewart, B., Smith, A.C.T. ve Nicholson, M. (2003) “Sport Consumer Typologies: A Critical Review” Sport Marketing Quarterly, 12(4):206-216.
  • Strawiński P. (2010) “Economic Determinants of Sport Participation in Poland” Sciences University of Warsaw, Faculty of Economic Working Papers Series, No:2010-17.
  • Summers, J., Johnson M.M. ve Kanoyangwa, R. (2007) “Teenage Motivations for Sport Related Consumption in Australia” Pitts, P.G.(Eds.) Sport Marketing in the New Millennium, U.S, Fitness Information Technology Inc.
  • Taks M. ve Scheerder J. (2006) “Youth Sports Participation Styles and Market Segmentation Profiles: Evidence and Applications” European Sport Management Quarterly, 6(2):85-121.
  • Taks, M., Renson, R. ve Vanreusel, B. (1995) “Social Stratification in Sport: a Matter of Money or Taste?” European Journal for Sport Management, 2(1):4-14.
  • Taks, M., Renson, R. ve Vanreusel, B.(1999) “Consumer Expenses In Sport: A Marketing Tool For Sports And Sports Facility Providers?” European Journal for Sport Management, 6(1):4-18.
  • Trail, G.T., Fink, J.S. ve Anderson, D.F. (2003) “Sport Spectator Consumption Behaviour” Sport Marketing Quarterly, 12(1): 8-17.
  • Wicker, P., Breuer, C. ve Pawlowski, T. (2010) “Are Sports Club Members Big Spenders? Findings from Sport Specific Analyses in Germany” Sport Management Review, (13):214-224.
There are 27 citations in total.

Details

Other ID JA97GR83HS
Journal Section Research Article
Authors

Aykan Candemir This is me

Ali Erhan Zalluhoğlu This is me

Publication Date November 1, 2012
Published in Issue Year 2012 Volume: 12 Özel Sayı

Cite

APA Candemir, A., & Zalluhoğlu, A. E. (2012). Factors Affecting the Sport Related Consumer Expenditures. Ege Academic Review, 12, 29-39.
AMA Candemir A, Zalluhoğlu AE. Factors Affecting the Sport Related Consumer Expenditures. ear. November 2012;12:29-39.
Chicago Candemir, Aykan, and Ali Erhan Zalluhoğlu. “Factors Affecting the Sport Related Consumer Expenditures”. Ege Academic Review 12, November (November 2012): 29-39.
EndNote Candemir A, Zalluhoğlu AE (November 1, 2012) Factors Affecting the Sport Related Consumer Expenditures. Ege Academic Review 12 29–39.
IEEE A. Candemir and A. E. Zalluhoğlu, “Factors Affecting the Sport Related Consumer Expenditures”, ear, vol. 12, pp. 29–39, 2012.
ISNAD Candemir, Aykan - Zalluhoğlu, Ali Erhan. “Factors Affecting the Sport Related Consumer Expenditures”. Ege Academic Review 12 (November 2012), 29-39.
JAMA Candemir A, Zalluhoğlu AE. Factors Affecting the Sport Related Consumer Expenditures. ear. 2012;12:29–39.
MLA Candemir, Aykan and Ali Erhan Zalluhoğlu. “Factors Affecting the Sport Related Consumer Expenditures”. Ege Academic Review, vol. 12, 2012, pp. 29-39.
Vancouver Candemir A, Zalluhoğlu AE. Factors Affecting the Sport Related Consumer Expenditures. ear. 2012;12:29-3.