Consumer behavior of women’s sports

After briefly tracing the evolution of female sport involvement and the sociocultural and historical impacts on consumptive behaviors, this chapter attempts to illustrate psychological, product, and program factors associated with sport consumption in general, and women’s sport consumption in men’s sports and both women’s and men’s consumptions of women’s sports in specific. Psychological concepts related to the understanding of sport fan behaviors are critical to the understanding of subsequent sport consumption. Sport consumers are motivated by internal, hedonic, and push) factors and also external, utilitarian, and pull factors for spectatorship, participation, and/or usage of sport events, programs, services, or goods. As women’s sport consumption continues to expand, concepts such as fandom, motivation, and participation can help sport managers develop in-depth knowledge of women’s sport consumers and consequently form effective marketing strategies in terms of product, place, price, and promotions. Understanding consumer demand of core product features can be important elements to drive consumers to women’s sport events.