Abstract des Autors

Leisure-time sports participation styles and market segments of elementary and high schoolboys and girls are studied based on product usage. Demographic, socio-economic, and psychographic charactenstics of the different components of sports participation behaviour, i.e., intensity, diversity, organisational context, and sports preferences are analysed using logistic regression modelling. Components analysis distinguishes five youth sports participation styles: traditionally organised, family-oriented, aesthetic, exclusive glide and popular action. Results of the non-linear canonical correlation, presented in a perceptual map, identify different market segments based on the association of a multitude of sports behavioural, demographic, socio-economic and psychographic characteristics. It visualises the positioning of the different sports participation styles relative to their competitor styles based on their level of cultural and sports capital. The marketing implications for the different participation styles and sport segments are discussed. Verf.-Referat