Abstract

This research explores sports consumer behavior and analyzes the key motivations influencing their decisions in purchasing products and participating in sports events. The study addresses diverse factors such as team loyalty, love for the sport, social experiences, and personal health goals. It relies on an analytical methodology, gathering data through surveys, interviews, and the study of successful marketing case studies.
The study highlights how team loyalty drives consumers to regularly purchase tickets and products, and how brands can leverage this loyalty in their marketing strategies. Additionally, it investigates how love for the sport and the desire to participate in sports events affect purchasing behaviors. The role of social experiences and personal health goals in motivating consumers to engage in sports activities and purchase related products is also explored.
Through specific case studies, the research presents practical examples demonstrating how sports clubs and brands have benefited from these motivations to enhance their interaction with consumers and increase their sales. The aim of the research is to provide a deeper understanding of the factors driving consumer behavior in the sports field and how marketers can use this knowledge to develop effective and innovative marketing strategies.