One way to demystify consumer behavior is to ask a simple question: "Why?" This approach gets to the heart of the matter - uncovering what buyers seek to gain or needs to be met through use of a product, service, or experience. Asking the Why question reveals that all customers lumped into a target market because of their similarities are not so similar after all. In the case of evaluating sports consumers, the temptation to view fans of a sport or team as a single group is a mistake.
People have different motives for wanting to consume. In the case of sports, consumption motives can be:
- Social - Desire interact with friends or be a part of a community of people with a shared passion
- Psychological - Identifying with a sports brand is important to self-concept; consumption may be a form of escape or fantasy fulfillment
- Personal - Sport consumption influenced by attraction to characteristics of a sport or athlete; Individual desires such as sensory stimulation and need for entertainment are other personal motives