Consumer Behaviour in Team Sports

Sebastian Uhrich ()
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Sebastian Uhrich: German Sport University Cologne

A chapter in Managing Sports Teams, 2021, pp 125-140 from Springer

Abstract: Abstract This chapter focuses on team sports consumers from a market-oriented perspective. The description, explanation and prediction of the behaviour of passive sports consumers is essential for systematic marketing activities targeting this important stakeholder group. The chapter presents and discusses both external and internal determinants of consumer behaviour in team sports. It also highlights ways how team sports organisations with limited resources can gain important information about their consumers and use it as the basis for systematic decision-making in strategy development and operational activities.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-56495-7_7

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DOI: 10.1007/978-3-030-56495-7_7

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