A more detailed understanding of individual differences in fans, likely participation levels, attendance rates and general consumption behaviors of target markets is becoming necessary for sport organizations. This study explores the individual characteristics of a large sample of the Australian population. Cluster analysis was used to identify four major segments, which could be discriminated through the level of sport enthusiasm as well as through personality variables such as sought levels of stimulation and arousal and aggression.
CITATION STYLE
Summers, J., & Johnson, M. (2015). Segmentation of the Australian Sport Market. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 481–486). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_147
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