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Konsumentenverhalten im Teamsportsektor

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Teamsport Management

Zusammenfassung

Das Kapitel betrachtet aus einer marktorientierten Perspektive die Teamsportkonsumenten. Die Beschreibung, Erklärung und Prognose des Verhaltens passiver Sportkonsumenten ist Voraussetzung für ein fundiertes Verständnis von dieser wichtigen Stakeholdergruppe. Die externen und internen Einflussfaktoren werden vorgestellt und es wird beschrieben, wie diese das Konsumverhalten, insbesondere von Zuschauern bestimmen. Es wird zudem aufgezeigt, wie auch Organisationen mit geringer Ressourcenausstattung wichtige Informationen zu ihren Konsumenten gewinnen können und diese als Grundlage für systematische Entscheidungen auf den Ebenen der Strategieentwicklung und operativer Maßnahmen nutzen können.

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Author information

Authors and Affiliations

  1. Deutsche Sporthochschule Köln, Hamburg, Deutschland

    Sebastian Uhrich

Authors
  1. Sebastian Uhrich
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Correspondence to Sebastian Uhrich .

Editor information

Editors and Affiliations

  1. Deutsche Sporthochschule Köln, Köln, Germany

    Stefan Walzel

  2. Deutsche Sporthochschule Köln, Köln, Germany

    Verena Römisch

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Uhrich, S. (2019). Konsumentenverhalten im Teamsportsektor. In: Walzel, S., Römisch, V. (eds) Teamsport Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-23045-6_8

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  • DOI: https://doi.org/10.1007/978-3-658-23045-6_8

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-23044-9

  • Online ISBN: 978-3-658-23045-6

  • eBook Packages: Business and Economics (German Language)

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