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Published in:
2015 | OriginalPaper | Chapter
Spectators as Consumers - The Motivating Forces
Authors : Sean de Burca, Teresa Brannick, Tony Meenaghan
Published in: Proceedings of the 1993 World Marketing Congress
Publisher: Springer International Publishing
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This paper attempts to understand sport spectators as buyers of a product in traditional marketing terms. Research on spectators and their behaviour patterns has been neglected by marketers, but has been extensively researched by sociologists and psychologists. The findings in this paper are based on a survey of 493 spectators. Information was collected on their attendance record at games and their loyalty to the product.