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CBS711S- CONSUMER BEHAVIOUR IN SPORT- 1OPP- JUNE 2024 |
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n Am I BI A u n IVER s I TY
OF SCIEnCE
Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS AND SPORT MANAGEMENT
QUALIFICATION: BACHELOROF SPORTMANAGEMENT
QUALIFICATION CODE: 07BSMN
LEVEL: 7
COURSE CODE: CBS711S
COURSE NAME: CONSUMER BEHAVIOR IN SPORT
SESSION:
JUNE 2024
PAPER:
THEORY
DURATION:
3 HOURS
MARKS:
100
EXAMINER(S)
FIRST OPPORTUNITY EXAMINATION PAPER
MR. PETERHAUFIKU (FT/ PT/ DI)
MODERATOR: Mrs. T'Neil Young
INSTRUCTIONS
1. This paper comprises FIVE (5) questions
2. Answer ALL FOUR (5) questions.
3. Read all the questions carefully before answering.
4. Marks for each question are indicated at the end of each question
5. Write clearly and neatly.
6. Number the answers clearly.
THIS EXAMINATION PAPER CONSISTS OF 3 PAGES (Including this front page)
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Question 1
1.1 Define sports consumer behaviour and explain its significance in the sports industry.
(5 Marks)
1.2 Discussthe process of decision-making in sports consumer behavior, considering the
following stages:
a) Problem recognition
(3 Marks)
b) Information search
(3 Marks)
c) Evaluation of alternatives
(3 Marks}
d) Purchase decision
(3 Marks)
e) Post-purchase behavior
(3 Marks}
Question 2
Using examples, discuss how the following environmental factors influence an individual's
sporting involvement;
a) Parents, friends, family, coaches and peers
(8 Marks)
b) Cultural norms and values
(8 Marks)
c) Social class factors
(9 Marks)
Question 3
Numerous competitive leagues, clubs or teams have engaged in massive modernised fan
engagement programs across the globe, in numerous sport codes. Explain the following non-
match day fan engagement best practices, with support of any sport leagues, clubs or teams of
your own choice;
a) Team apps
(5 Marks)
b) Loyalty scheme/ rewards
(5 Marks)
c) Sport camp
(5 Marks)
d) Usage of stadiums and surroundings
(5 Marks)
e) Fan activation and visualisation zones
(5 Marks)
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Question 4
The use of digital media has revolutionized sports marketing strategies. Evaluate the role of
social media platforms in sports marketing, considering their impact on fan engagement, brand
promotion, and revenue generation for sports organizations.
(15 Marks)
Question 5
Explain the image in detail.
(15 Marks}
.. . -------------- ••
•• • •
-
Alignment based
Non-sports
Type of
product
END OF EXAMINATION
3
Total Marks = 100