Understanding consumer behavior is a broad and complicated task, but with the right research mix you can begin to get a detailed understanding of your customers and their motivations. What is consumer behavior? Consumer behavior is the study of individuals and organizations and how they select and use products and services. It is mainly concerned with psychology, motivations, and behavior.
Specifically, the analyses followed the test for mediation as discussed in Baron and Kenny First, the mediator was regressed on the independent variable s. Second, the dependent variable was regressed on the independent variable s. Third, the dependent variable was regressed on the independent variable s and the mediator.
This procedure was conducted to test for mediation with both psychological commitment and resistance to change acting as mediators. Overall, the results support the hypothesized model with both psychological commitment and attitudinal loyalty acting as mediators.
Three multiple regression equations were estimated to assess the role of psychological commitment as a mediator Table 4. The study aimed to confirm the importance of underlying factors, as involvement, psychological commitment and attitudinal loyalty in the development of behavioral loyalty among soccer fans.
From the results of the study it was found that for professional soccer spectators behavioral loyalty past and future behavior is better explained by the direct effect of attitudinal loyalty and the indirect effects of psychological commitment and involvement. More attention and further examination for self-expression needs to be directed.
Attitudinal loyalty is also important in the development of behavioral loyalty. Finally, psychological commitment has a direct effect on attitudinal loyalty.
From the mediation results it was found that psychological commitment is a mediating variable between involvement and behavioral loyalty. Additionally, attitudinal loyalty is a mediating factor that facilitates the relationship between psychological commitment and behavioral loyalty.
It seems that not all highly involved spectators become loyal to their team, although higher levels of enduring involvement seem to be an important precursor to behavioral loyalty.
When people develop attitudinal loyalty in terms of resistance to change they become loyal to their team. The above results agree with the initial model in fitness participation context of Iwasaki and Havitz that proposed the mediating role of psychological commitment and attitudinal loyalty between involvement and behavioral intentions.
Although the original model of the involvement measurement was used extensively in leisure settings Kyle et al. Managerial Implications From this study it was found that the relationship between involvement and behavioral loyalty is complex since other variables mediate this relationship.
The understanding of the relationship among the variables is important for managers and professionals since it explains the processes for the development of behavioral loyalty. The proposed model could help sport managers to understand clearly the behavior of sport fans and to enhance marketing strategies in order to develop and retain a loyal fan base.
Marketers can potentially influence behavioral loyalty by capitalizing on any or all of the variables examined by the proposed model. Iwasaki and Havitz proposed that loyalty is a developmental process. From this study it was found that high involved soccer spectators and specifically those who were attracted to the team and the team plays a central role to their life, have the potential to develop into high committed fans who demonstrate high levels of behavioral loyalty.
Attitudinal loyalty is important for the development of behavioral loyalty but it can also be developed by maximizing psychological commitment and involvement. Limitations of the Study Several limitations are acknowledged in the present study.A Study on Consumer Behavior of Commercial Health and Fitness Club—A Case of Consumers in Liverpool.
priorities identified to be tested through primary research. The behavior of consumers while researching and shopping; How consumer behavior is influenced by their environment (peers, culture, media) How marketing campaigns can be adapted and improved to more effectively influence the consumer; These considerations are influenced by three factors: Personal factors – A person’s interests and opinions.
These will be affected by demographics such as age, . Consumer Behaviour in Sport and Events.
Guillaume Bodet Loughborough, UK. Pages Consumer Behavior Knowledge for Effective Sports and Event Marketing. Christian Alfs. European Sport Management Quarterly. Published online: 29 Jun Competitive gaming as a place to focus your marketing is totally sound and backed by consumer behavior data.
Sure, competitive gaming is mostly a marketing strategy, and not yet a big revenue driver but it is at the cusp of experience, which always ends up being a core driver for brands and barnweddingvt.comr: Pete Sena. Psychological commitment, in psychology and sociology, was used to explain consumer behavior (Crosby & Taylor, ).
Many researchers have suggested that commitment to a sport team reflects an attitude (Funk & James, ; Iwasaki & Havitz, ; Pritchard, Havitz & Howard, ). Psychological commitment, in psychology and sociology, was used to explain consumer behavior (Crosby & Taylor, ).
Many researchers have suggested that commitment to a sport team reflects an attitude (Funk & James, ; Iwasaki & Havitz, ; Pritchard, Havitz & Howard, ).