Sport business……
“Sport consumers and markets have traditionally
been thought to exhibit unique behaviors from traditional consumer
products, particularly in respect to perceptions of loyalty.”
“….research measuring consumers’ repeat behavior in the context of the dense sports market.”
.
“….the behaviors of 1,500 Australian sport consumers. Two questions
are explored: First, do sport attendance markets exhibit purchase
characteristics distinct from typical consumer markets? Second, do consumers treat sport leagues as complimentary or substitutable goods?”
.
“The results provide evidence that consumer patterns within the sport
attendance market are consistent to other repeat-purchase consumer
markets.”
.
“This finding further diminishes the long-held
notion that sport requires unique methods of management. Furthermore, it
was found that fans consume sport teams as complimentary products. As
sport teams largely share their fans with other teams, practitioners
must reorient their expectations around fan loyalty.”
.
H.Fujack, et al
Are Sport Consumers Unique? Consumer Behavior Within Crowded Sport Markets
Journal Of Sport Management — Volume 32 #4 — July 2018 — page 362