Identifying race bettor groups by their gambling behaviour

Lee, Alvin and Sadeque, Saalem 2012, Identifying race bettor groups by their gambling behaviour, in AM 2012 : Proceedings of the 2012 Academy of Marketing Conference, Academy of Marketing, Southampton, Eng., pp. 1-6.

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Title Identifying race bettor groups by their gambling behaviour
Author(s) Lee, AlvinORCID iD for Lee, Alvin
Sadeque, Saalem
Conference name Academy of Marketing. Conference (2012: Southampton, England)
Conference location Southampton, England
Conference dates 2-4 Jul. 2012
Title of proceedings AM 2012 : Proceedings of the 2012 Academy of Marketing Conference
Publication date 2012
Conference series Marketing: catching the technology wave
Start page 1
End page 6
Total pages 6
Publisher Academy of Marketing
Place of publication Southampton, Eng.
Summary Given the increasing social acceptance of gambling, as well as its ease of accessibility through telephone, Internet and game consoles, it is no wonder that gambling has seen an increase in popularity in the past decade (Pinto & Mansfield, 2011). Gambling is now recognized as the largest entertainment service industry in the world, with its revenue greater than both music sales and movies combined (McGowan, 2008, cited in Pinto & Mansfield, 2011). A vast majority of the gambling research deals with problem and pathological gambling (Jolley et al., 2006; Lam & Mizerski, 2009; Mizerski et al., 2011). This is despite the evidence that only 2% of the gambling population are classified as problem gamblers (Productivity Commission, 2010). This ignores understanding the gambling behaviour of the general gambling population (Lee et al., 2006). Recently, there has been increasing effort to understand the behaviour of the general gambling population (Jolley et al., 2006; Lam & Mizerski, 2009). However, few studies have investigated whether there are different gambling groups based on their behaviours in the population.
Market segmentation is a widely used tool in marketing to identify heterogeneous groups of individuals. Market segmentation can lead to efficient resource allocation, competitive advantages and increase business profitability (Dibb & Simkin, 2009; Dibb et al., 2002). The gambling industry offers a variety of gambling products that has now resulted in increased competition which can draw away existing and potential bettors to other companies. It is now important for gambling service providers to better understand betting behaviour of their customers in order to devise strategies to retain them. Accordingly, the purpose of this research is to investigate whether different gambling cohorts exist based on their gambling behaviour.
ISBN 9780854329472
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2012, Academy of Marketing
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