Volume 29, Issue 1
DOI: 10.24205/03276716.2020.30
PSYCHOLOGICAL ANALYSIS OF CONSUMERS’ PURCHASE BEHAVIOR IN SPORTS MARKET
Abstract
This paper aims to reveal the internal relationship between the marketing of sports products and audience psychology. For this purpose, a questionnaire survey was carried out among consumers of sports products. Based on the survey results, the authors analyzed the consumers’ psychological activities in selecting sports products, and summed up the influencing factors of consumers’ purchase behavior and product demand. Moreover, the authors discussed the effects of marketing strategy on the consumers’ self-positioning, purchase behavior and subjective perception. Finally, a marketing strategy was formulated for sports products. The results show that, in addition to internal factors, consumers’ purchase behavior in the sports market is greatly affected by the external environment; the marketing strategy must consider multiple influencing factors of price, consumers’ purchase behavior and the seller’s profit; promotional activities can enhance product reputation, making consumers more willing to buy sports products. The research findings provide theoretical support for the design of marketing strategies for sports products.
Keywords
Sports Products, Marketing, Consumer Psychology, Audience.