| Abstrakt: |
The case study presented aims to identify the volleyball consumer's typology and, in particular, to compare the differences in consumer behavior in two cities - Târgoviste and Bucharest. Conclusions and information can be an important step in the marketing of volleyball clubs in the two cities because the purpose of the investigation is to realize the needs and motivations of volleyball spectators and to identify the extent to which the culture of a city influences sports consumption habits. The choice of the theme was determined by the personal observation of the lack of a sport-driven activity in volleyball clubs. The notion of marketing is entirely missing from the majority of volleyball clubs in Romania, where the whole activity is accidental and is carried out by people in leadership. Volleyball is a relatively important sport for both sports cultures, with the difference that Bucharest is the highest level. Research methods used: studying the literature; the case study, which is based on several methods: personal observation (direct contact with volleyball activity determined the choice of theme and introduction of personal notes), comparative method, the method of centralizing the information table, observation; graphic representation. Research results: The results obtained confirmed in most cases the assumptions and outlined the characteristics of a consumer who is not at the first volleyball meeting and who is deeply interested in sports. The volleyball player is part of a small community, but quite homogeneous in terms of his or her interest in sports. Most consumers are trained by supporters of the two teams; we identify the individual's desire to have a purpose, to attach emotionally to a team, and to integrate, even if only figuratively, into a large family. Conclusion: volleyball requires a restructuring of the infrastructure coordinated by national federations. Promotion must start from school sports clubs, from junior groups and from recruiters. I propose hiring more people and preparing them in advance to attract more children. [ABSTRACT FROM AUTHOR] |
