A critical analysis into perceptions of women as target markets, and strategic methods of promotional and advertising activity within public sector leisure provision in south Wales
Cardiff Metropolitan University
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It was recognised by Kay ln,1995 that there was aneed for high quality information channels, through which women could be made aware of participation opportunities available within the public leisure sector. Five years after this, Cuckney (1997) still found a lack of strategic approach to marketing concerning women. This study is representative of the five years after Cuckney's (1997) study, with its aims being to explore research tools being used by public sector leisure in South'Wales, and to develop an understanding of how important leisure sector managers and marketing departments perceive stratirying the market in relation to women. The research used qualitative methods, with the sample being picked through using a predetermined criteria that the prospective participants had to fuIfill. The number of participants were five, and each was interviewed on a one to one basis. The participants chosen were key players who were recognised as budget holders, decision makers, and had positions of responsibilþ within public sector leisure. Analysis of data was conducted through using a coding systen¡ comparatives of codings were then done, and then more analysis to highlight common themes . The research indicated that there was a definite lack of research tools available within public leisure, and therefore a lack of information to base plans and strategies on. The results highlighted a lack of strategic approach when planning and considering targeting women and their lifestyles. Although the most prominent area that was hightighted, was the lack of finances available to assist in the production of data gathering, so that marketing and promotional strategies can be implemented.
BSc (Hons) Sport, PE and Recreation
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