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Consumer Behaviour in Team Sports

In: Managing Sports Teams

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  • Sebastian Uhrich

    (German Sport University Cologne)

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.

Suggested Citation

  • Sebastian Uhrich, 2021. "Consumer Behaviour in Team Sports," Management for Professionals, in: Stefan Walzel & Verena Römisch (ed.), Managing Sports Teams, pages 125-140, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-56495-7_7
    DOI: 10.1007/978-3-030-56495-7_7
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