Youth Sports Participation Styles and Market Segmentation Profiles: Evidence and Applications
Title:
Youth Sports Participation Styles and Market Segmentation Profiles: Evidence and Applications
Author:
Taks, Marijke Scheerder, Jeroen
Appeared in:
European sport management quarterly
Paging:
Volume 6 (2006) nr. 2 pages 85-121
Year:
2006-06-01
Contents:
Leisure-time sports participation styles and market segments of elementary and high schoolboys and girls are studied (Nā=ā5,172) based on product usage. Demographic, socio-economic, and psychographic characteristics of the different components of sports participation behaviour, i.e., intensity, diversity, organisational context, and sports preferences are analysed using logistic regression modelling. Components analysis distinguishes five youth sports participation styles: traditionally organised, family-oriented, aesthetic, exclusive glide and popular action. Results of the non-linear canonical correlation, presented in a perceptual map, identify different market segments based on the association of a multitude of sports behavioural, demographic, socio-economic and psychographic characteristics. It visualises the positioning of the different sports participation styles relative to their competitor styles based on their level of cultural and sports capital. The marketing implications for the different participation styles and sport segments are discussed.