Tracking Generation Y: A Contemporary Sport Consumer Profile

Abstract

In response to the recent impact of Generation Y in the sport marketplace, this researach article examines the association between consumer behavior preferences and two segmentation variables, gender and physical activity level, for an adolescent segment (ages 14-17 years) of Canadian Generation Y youth. Questionnaire results from a sample of 1,127 respondents yielded data related to various consumer preferences for sporting goods purchases. These factors include purchase decision making, price, frequency, location, and product features. Results indicate an association among Generation Y, gender, and physical activity level with respect to a number of consumer preferences related to sport footwear, apparel, and equipment. Discussion and implications address how sport marketers might interpret the consumer profile results according to both age and cohort perspectives.

Variáveis Internas e Externas ao Indivíduo que Influenciam o Comportamento de Retenção de Sócios no Fitness

“…Também Sheth et al (2001) apontam a idade para perceber como os serviços são procurados por diferentes faixas etárias e alguns estudos referem a idade como muito relevante para a compreensão do comportamento de consumo desportivo (Pawlowski et al, 2009;Stevens et al, 2005;Weinberg & Gould, 2005). Em relação à atividade física, os dados revelam uma redução com a idade, mas não naqueles que praticam regularmente (Eurobarometer, 2010 A faixa etária "<20 anos" gasta menos no GHC, treina com menor frequência, faz um treino de maior duração e tem maior retenção.…”

The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context

“…1. For a more complete review of Generation Y please see Stevens, Lathrop, and Bradish (2005) or Bennett, Henson, and Zhang (2003).…”

An Evaluation of Fashion Involvement: A Study on Generations X and Y

“…To Gürbüz (2015), the sense of not wasting time is higher in generation X. Stevens et al (2005) claim that generation Y has higher recreational involvement since they grew up with more recreational possibilities. In addition, for generation Y having a life nested in technology, technology is a lifestyle, and due to their electronic communications, their fashion involvement is higher than the members of generation X (Miller and Washington, 2011: 174).…”