Product Adoption Process 1.

Awareness stage In this stage, the prospecting customer gets to know more about the sports product but lacking sufficient information. 2. Interest stage The prospecting customer is trying to get more information about the sports product. 3. Evaluation stage The prospecting customer evaluates the sports products benefits against his/her needs, and against the other available sports products from the competitors. 4. Trail stage The prospecting customer makes his first purchase for the sports product and try it to ensure the product is useful for him. Some sports companies offer sample trial for its product such as one month trial period of the services or products to let the customer ensure that the product or service is the best choice for him or her. 5. Adoption or rejection stage In this stage, customer will decides whether to adopt the sports product or to look for

alternative provided by competitors. Adoption or rejection stage reflects whether the customer is going to help you in disseminating a positive or negative word of mouth. Satisfied and loyal customers usually talk about their favourite products and may be recommending the related sports products to their friends.

Product Adoption With Customers 1.Category Needs Category needs is the perception and understanding of the target segments actual needs. When a sports marketer indentifies his target segment, he needs to understand the actual customer needs and then applies the appropriate communication tool to the needs of the target segment selected. 2. Brand Awareness Is defined as the ability of the consumer to identify and associate with a particular sports brand and differentiated it from another brand. 3.Brand Attitude This relates to consumers particular observations, views, and perceptions of the brand-cognitive beliefs. To measure customer brand attitude, a sports marketer needs to observe his consumer behaviour toward his sports product, the frequency of purchasing his product, and the associate product the customer buys when looking for his product.

4.Brand Purchase Intention The brand purchase intention means that a customer bought a brand by intention. If a customer intended to buy a certain sports brand product, this shows her loyalty towards the brand, and increase the frequency of purchasing it and finally he adopted the sports brand. 5.Purchase Facilitation Purchase facilitation means how to facilitate the customer to purchase specific product. A sports marketer could provide his sports products in the right price and right place. Purchase facilitation also includes the method of paying for product. Are cash accepted? What about credit card? What about online payment? A sport marketer should consider all the possible ways to facilitate his product to all customers.

scb The challenge for sports marketing professionals and researchers is to identify key elements of the decision-making process that influence behaviours. (Crompton & McKay, 1997) Today, sports organisations define their businesses as entertainment providers.

orientation in order to be successful in the competitive environment of sports industry.

focuses on understanding the customers and providing sports products that satisfy consumers needs. Why Study Consumer Behaviour?

are based on assumptions about consumer behaviour.

the sports marketer with the proper questions to ask in making marketing decisions. Cb as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy needs.

Uses of Sports Market Segmentation Analysis 1. To facilitate in differentiating sports products or service offered to different groups of consumers. 2. To divide the sports market into groups with similar characteristics and demands for sports products or service. 3. To identify different needs of customers or different approach of each segment.

Factors Affecting Targeting Strategies 1. Customer needs, want and expectations. 2. Product market: size and structure. 3. Brand strength and market share. 4. Company capabilities. 5. Competitive rivalry. 6. Economy of scale: production and marketing.

Unique Characteristics of Sports Product

category (e.g. age, gender).

features).

In sports market, the total product concept refers to the services offered by a sports product/service. For example, a fitness equipment total product concept can be explained as all the benefits customers receive by using the product, from good health to the psychological feeling associated with using the product to the time saved by purchasing the good online to the after sales services provided by the manufacturer.

 Market segmentation is the division of the sports market into specific groups of consumers with common needs but separate choice of sports products or marketing mixes. The purpose of doing a market segmentation analysis in the sports marketing plan is to identify individuals of the target segments, that is the customers that are needed to target the sports products and services to.

1. staying power (their own market)ex milo 100 years in mrekt..... 2. technologically friendly (technology occur in daily or in rapidly)ex jam ada heart rate 3.return on investment (dpt blik modal n must have company need analyze all cost) 4.consumer target (target for all people can use).ex.adidas. 5.uniqueness(multi-use or create special product) ex, mercury dlm.shoes..?? 7.buzzworthtinesss (creates positive buzz bout our pdocut from customer.)ex.powerbar for long distance 8.the company image and business mission (visi n misi) poduct must match the mission 9.compliance (dont copy other product n legal product) 10.talent.(make the good designe product). best sport product are aesy to learn,use n sell.