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Sporting club supporter identification and supporter purchasing behaviour for sponsors' products
conference contributionposted on 2004-01-01, 00:00 authored by H Slattery, H McDonald, B Mate
This paper examines the actual purchasing behaviour of sporting club supporters of sponsors' products. The data source for this paper was a syndicated study conducted nationally by a large marketing research company on behalf of a sport's competition's governing body and its 16 constituent clubs. This empirical paper examines the usefulness of such a study in terms of its ability to relate product and brand preference to actual purchase decisions, especially in the context of an individual club's sponsorship. Club supporters are compared with the supporters of all Clubs, in order to ascertain differences in purchase behaviour. The findings suggest that customised research is likely to be of greater value to individual clubs, once the benefits of initial, aggregate studies have been exploited.