Consumer Behavior of Male and Female Fans towards Women*s Football: Are there marketing opportunities

Stride, Alan

ISBN 10: 3844319115 / ISBN 13: 9783844319118

Published by LAP LAMBERT Academic Publishing, 2011

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Bibliographic Details

• Title: Consumer Behavior of Male and Female Fans towards Women*s Football: Are there marketing opportunities
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2011
• Language: English
• ISBN 10: 3844319115
• ISBN 13: 9783844319118
• Binding: paperback
• Condition: New
• Book Type: book

About this title

Synopsis

The reputation of women's football is changing. In England the sport is now officially the most popular amongst the female population and we have seen significant improvements to the women's game after decades of stagnation and inadequate conditions for growth. This investigation in to the potential marketing opportunities for women's football in England aims to give the reader an insight in to the factors preventing the sport becoming a viable business enterprise as well as revealing possible avenues to exploit and suggestions on how to gain much needed market share in a male dominated industry. The study uses established marketing concepts, and discussions on sociological issues, in order to rationalise how consumers of football behave. Research is then presented which tests the informed assumptions made by the author, with the overall objective of attempting to distinguish the differences in consumer behaviour of male and female football fans towards the Women's game. Recommended for enthusiasts of Football and anyone with an interest in Sports Marketing

About the Author

Alan Stride studied Sports and Leisure Management at the University of Plymouth and University College Marjon. A keen Football enthusiast, and with a particular interest in Marketing, he decided to base his final year dissertation on the potential Marketing opportunities for Women's Football in England.