Marketing of Sports Supplements
Author
Pitts, Jonathon
Date
2014Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
Drucker (1999) Suggests the key to marketing is knowing and understanding potential
customers so well that products or services designed, fit him or her so well that they sell
themselves. Thus with sports participation figures continuing to show significant growth
opportunities for marketers to target those already consuming sport with sports related
products have never been so high. Mintel (2013) indicating that specific sports supplement
products aimed at Men have increased by 25%.
The following project explores the effect of sports supplement marketing in relation to the
Male target market and their expressed beliefs, motives and purchasing influences. In
addition there was a specific focus placed on the young male demography, with age along
with relocation or change in social surroundings also indicated as means that could affect
marketing interpretation or influence. A questionnaire was sent out to 60 Cardiff
metropolitan university students that matched the desired sampling requirements,
providing foundation information that in turn helped identify significant respondents that
could be used for follow up interviews but also as a means to inform the interview content.
Findings
Significantly findings indicated that the majority of participants agreed there were more
people using sports supplements at university than they were used to, furthermore an
association with supplement use and enhanced muscularity or athletic body image was
observed. This was supported by insights provided by interview subjects who indicated
they felt there was a clear social influence towards sport supplement use in university
creating increased awareness of body image. In terms of the selection of sports
supplement product the role of branding was explored with participants explaining familiar
brands contributed to assumed product safety and quality.
Description
DEGREE OF BACHELOR OF SCIENCE
(HONOURS)
SPORT MANAGEMENT
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