I Want to aim at marketing segmentation of sports consumers. With 1,200 users of 6 sports centers in Pusan as the subjects, their demographic, behavioral and lifestyle factors were examined. The following shows the conclusion :1. The market of sports ...
I Want to aim at marketing segmentation of sports consumers. With 1,200 users of 6 sports centers in Pusan as the subjects, their demographic, behavioral and lifestyle factors were examined. The following shows the conclusion :1. The market of sports centers and commercial facilities had 19.4% if large users, 61.9% of medium users and 18.7% of small users.2. Sports consumers had 5 elements of lifestyle-fashion, personality, achievement, self-control and sports in order.3. According to demographic segmentation, small users turned out to be females in their 30s∼60s, mostly housewives or running their own shops, they also tended to have some children, a low educational background(middle school or lower), and an irregular pattern of enjoying holidays. On the other hand, large users were found mostly males in their 20s, such as salaried men, government officials, technical engineers and students. They were enjoying the centers once or twice a week, while they were largely single and had a high educational background(high school or higher).4. Small users, as for consumer behavior, had a similar pattern of hardly watching actual games or TV and radio sports programs, throughout the year reading sports columns or sports newspapers one or two times a week, and spending less than 50,000won in sports-related activities. On the contrary, large users tended to watch 1∼10 actual games a year, watch TV events 7 times a week, listen to radio sports programs at least 3 times a week, read sports columns or newspapers every day, and spend more than 200,000won in buying sports goods and in other sports-related activities.5. Concerning the lifestyle factor, small users tended to have the fashion element and large users the sports element. Largely speating, the former’s leading elements were achievement, fashion and personality-thus pursuing a different lifestyle from others’ and maintaining an unusual zeal for fashion and accomplishment. In contrast, the latter’s leading elements were personality, sports and achievement-so own performance and style of living.