ABSTRACT
Sport consumer behavior is the conduct that sport consumers display in seeking out, ordering, buying, using, and assessing products and services that the consumers expect will satisfy their needs and wants. In general, there are two major types of consumers that sport marketers want to understand. First is the personal consumer, who is an individual who buys goods and services for his or her own use. This personal use is not always limited to individual use – it often extends to household use, use by a family member, or use by a friend or colleague. An example of this extension would be a family buying a set of tickets to a game. Second is the organizational consumer, which is a for-profit or nonprofit business or industry entity that buys goods, services, and/or equipment for the operations of the organization. An example of this would be a baseball team purchasing equipment, balls, and bats for use in practices.
