Introduction
Marketing is a subject that try to enhance the sells through different kind of method or strategy. Aims to achieve this goal, the company or marketer should know more about their target customers. Consumer behavior is the discipline that the company should focusing on.
When people talk about marketing, they always find that it is all about numbers or economic analyzing method. Consumer behavior, however, is talking about psychologic and ideology of human rather than just emphases on number or statuses. There are many theories that related to consumer behavior and describe the reason behand the purchasing behavior, Maslow’s Hierarchy of Needs is one of the important theory which is the foundation in analyzing human desire. In …show more content…
In fact, the hardware of the club is the core needs to build up the relationship between fans and the club before talking about the loyalty. These are the core needs at the beginning of the relationship. The core physical need for the fans is enjoyment as enjoyment. For the ticket buyer or the football fans, the rationale for making the decision of purchasing and propose the relationship is enjoyment. Affordability in terms of cost and time is the key consideration, which is closely related to the price of the ticket, the seat location, and the total experience costs such as food and parking. Therefore, the football club should first fulfill the physical need by building various kind of facility. In 2016, the owner of Liverpool FC, Fenway Sports Group, tries to rise up the ticket price from £59 to £77. This action makes the club fans very angry and lead to the walkout protest operation . Although the raising price of the ticket are all aims to afford the cost for the expansion of the stadium, Henry, CEO of Fenway Sports Group, backs down on ticket prices and apologizes to fans after the protest. He also make the promise to the fans that the clubs will not have any change in ticket price within 2 years . This shows that the operator of the football club clearly knows that the physical need of the fans (the ticket price) should be satisfy and this is the …show more content…
The social need refer to a person require a relationship of love, acceptence and belonging in the society. This kind of need is in fact perfectly experience in the sport world. The relationship between clubs and fans develop to the point that the ticket-plan holder find they become part of the organization and belongs to something bigger than himself/herself. The fans will then identify themselves as “follower,” (For Liverpool, fans call them self "KOP") where they sit in the venue as their “neighborhood,” and possibly other followers around them as “neighbors” and perhaps “friends and family.” The boundary between the clubs and fans become blurring that they fans refer to the team and themselves as “us,” “we” and “our” regardless of wins or losses. It is because they have identified with the team and has already become part of a community that belongs to each other and the team. For the case of liverpool, The Kop at Anfield established in 1905-06. The club successfully win their second league championships at that season. The owner of the club than decided to reward the loyalty of the fans by constructing a cinder banking and new brick at the Walton Breck road end of the ground . Thousands of liverpool gathered the Kop where a massive roof added on the construction in 1928 to watch and support their beloved team play by singing the song and shouting . Since than KOP not only become the simbol for
Marketing is a subject that try to enhance the sells through different kind of method or strategy. Aims to achieve this goal, the company or marketer should know more about their target customers. Consumer behavior is the discipline that the company should focusing on.
When people talk about marketing, they always find that it is all about numbers or economic analyzing method. Consumer behavior, however, is talking about psychologic and ideology of human rather than just emphases on number or statuses. There are many theories that related to consumer behavior and describe the reason behand the purchasing behavior, Maslow’s Hierarchy of Needs is one of the important theory which is the foundation in analyzing human desire. In …show more content…
In fact, the hardware of the club is the core needs to build up the relationship between fans and the club before talking about the loyalty. These are the core needs at the beginning of the relationship. The core physical need for the fans is enjoyment as enjoyment. For the ticket buyer or the football fans, the rationale for making the decision of purchasing and propose the relationship is enjoyment. Affordability in terms of cost and time is the key consideration, which is closely related to the price of the ticket, the seat location, and the total experience costs such as food and parking. Therefore, the football club should first fulfill the physical need by building various kind of facility. In 2016, the owner of Liverpool FC, Fenway Sports Group, tries to rise up the ticket price from £59 to £77. This action makes the club fans very angry and lead to the walkout protest operation . Although the raising price of the ticket are all aims to afford the cost for the expansion of the stadium, Henry, CEO of Fenway Sports Group, backs down on ticket prices and apologizes to fans after the protest. He also make the promise to the fans that the clubs will not have any change in ticket price within 2 years . This shows that the operator of the football club clearly knows that the physical need of the fans (the ticket price) should be satisfy and this is the …show more content…
The social need refer to a person require a relationship of love, acceptence and belonging in the society. This kind of need is in fact perfectly experience in the sport world. The relationship between clubs and fans develop to the point that the ticket-plan holder find they become part of the organization and belongs to something bigger than himself/herself. The fans will then identify themselves as “follower,” (For Liverpool, fans call them self "KOP") where they sit in the venue as their “neighborhood,” and possibly other followers around them as “neighbors” and perhaps “friends and family.” The boundary between the clubs and fans become blurring that they fans refer to the team and themselves as “us,” “we” and “our” regardless of wins or losses. It is because they have identified with the team and has already become part of a community that belongs to each other and the team. For the case of liverpool, The Kop at Anfield established in 1905-06. The club successfully win their second league championships at that season. The owner of the club than decided to reward the loyalty of the fans by constructing a cinder banking and new brick at the Walton Breck road end of the ground . Thousands of liverpool gathered the Kop where a massive roof added on the construction in 1928 to watch and support their beloved team play by singing the song and shouting . Since than KOP not only become the simbol for