The full text of this article
Who takes part in triathlon? An application of lifestyle segmentation to triathlon participants
by Pamela Wicker; Kirstin Hallmann; Joachim Prinz; Daniel Weimar
International Journal of Sport Management and Marketing (IJSMM), Vol. 12, No. 1/2, 2012
Abstract: Triathlon has grown and therefore it is important for managers and marketers of triathlon events to know more about their participants. The purpose of this study is to investigate the characteristics of triathlon participants and segment the overall market into smaller segments of consumers. Data on the behaviour, psychographics (lifestyle), and demographics of triathletes was collected by means of an online survey in Germany (n = 786). Lifestyle segmentation was undertaken using a k-means cluster analysis which suggested three clusters. They were labelled serious pursuiters, sport lovers, and socialisers depending on the activities and interests they have in their leisure time. The chi²-test revealed significant differences among clusters in terms of age, gender, years of participation, time of practice, and expenditure. The findings have implications for several stakeholders and allow them to specifically target different groups of triathlon participants.
Online publication date: Thu, 31-Jul-2014
is only available to individual subscribers or to users at subscribing institutions.
Go to Inderscience Online Journals to access the Full Text of this article.
Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.
Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable).
See our Orders page to subscribe.
If you still need assistance, please email email@example.com