Consumer profiles of women’s football spectators

Abstract

The purpose of this study was the segmentation of women’s football spectators based on their hierarchical involvement. Furthermore, distinct consumer profiles were derived by enriching the segments with socio-economic, behavioural, and psychological variables. Using a survey, data were collected during a German women’s national football match (n = 693). The psychological continuum model was employed to segment the spectators. Four distinct consumer profiles, hierarchically aligned based on involvement, were created. The results indicated an increase in the consumer’s psychological connectedness while showing more robust behavioural patterns dependent on the involvement stages. Practitioners should acknowledge the four different stages of involvement, which align with different ages and income levels. This research contributed to the existing literature by supplementing the scant research using the psychological continuum model (PCM) as a segmentation tool over traditional cluster analysis on passive sport consumption.