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Lecture 3
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Presentation of 6 pages for the course Consumer behavior at HAN (Lecture notes 3)
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Hoorcollege week 3 Consumer behaviorConsumer behavior in de sport
Sportmarkt
Sportdienst product
Actief Passief Sportproduct Product
10 reasons why sport consumer behavior is unique
1. sport organisations must compete en cooperate
2. sport consumers are experts
3. supply and demand fluctuates
4. sport is an intangible product
5. simultaneous consumption
6. social facilitation
7. inconsistent nature of the product
8. lack of control over the core product
9. reliance on product extensions (meer dan alleen sport, ook vermaak)
10. consumer vs. Industrial nature of sport
Need recognition en tension redcuction
- This need is created when a discrepancy exist between the individuals present state and
some ideal state.
- The discrepancy between the presnten state and the ideal state creates a feeling of tension.
Tension is an unpleasent state or feeling when a need remains unfulfilled.
Drive state
- The drive state occurs when a person is aroused to reduce or eliminate an unpleasant state
and restore balance.
- The drive state can develop from either biological needs, cognitive needs or a combination of
both.
- The strengt of motivation within the drive state pushes the individual toward considering
various pathways capable of resoring balance
Want stage
- The want stage represents the pathway toward a specific form of consumption an individual
chooses to reduce tension.
- A need can be satisfied or a benefit received in numerous ways amd the specific path a
person chooses comes from a unique set of ecperiences, socio-cultural upbringing, benefits
desired, personality, etc
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