FORMING DISTRIBUTION STRATEGY THROUGH CONSUMERS’ MOTIVES IN PROMOTION OF SPORT MARKETING EVENTS

摘要

The research purpose is to probe into the consumers’ purchasing motives with the retailer that owns a sport team and to determine if such motives contain the support of the sport team and other factors regarding the championship marketing campaigns launched by the retailers. Factor analysis shows that the purchasing motives of consumers who patronize the store of a retailer who sponsors a sport team during a championship promotional period include four factors, such as “emotionally supporting factor”, “basic rational needs”, “publicizing and promotional factor”, and “convenience factor”. As emotionally supporting factor and advertising and promotional factor are sports-related in consumers’ purchasing motives, the actual result from a sport game could have an impact on consumers’ spending. Based on the empirical result, this study addresses how the distribution activities and sales activities should be arranged in response to the game result given the uncertainties in it.