Title: Retailing logistics and sale operation strategy for uncertainty demand due to the effect of consumers' motives in promotion of sport marketing events

Authors: Tzong-Ru Lee, Jiun-Hung Lin, Xiang-Ting Su

Addresses: Department of Marketing, National Chung-Hsing University, No. 250, Kuo-Kuang Road, Taichung 420, Taiwan, ROC. ' Department of Marketing and Logistics Management, China University of Technology, No. 530, Sec. 3, Jhong-Shan Road, Hukou Township, Hsin-Chu County 303, Taiwan, ROC. ' Department of Marketing, National Chung-Hsing University, No. 250, Kuo-Kuang Road, Taichung 420, Taiwan, ROC

Abstract: The research purpose is to probe into the consumers| purchasing motives with the retailer that owns a sport team and to determine if such motives contain the support of the sport team and other factors regarding the championship marketing campaigns launched by the retailers. The analysis of consumers| motives is made through a questionnaire survey on consumers and the method of factor analysis. The research result shows that the purchasing motives of consumers who patronise the store of a retailer who sponsors a sport team during a championship promotional period include both rational and emotional factors. As emotionally supporting factor and advertising and promotional factor are sports-related purchasing motives, the actual result from a sport game could have an impact on consumers| spending. Based on the empirical result, this study addresses how the distribution and sales activities should be arranged in response to the game result given the uncertainties in it.

Keywords: retailing; logistics; sales strategies; uncertainty demand; sports events; consumer behaviour; consumer motivation; purchasing motives; sport teams; ownership; retailers; factor analysis; support; shops; stores; rational factors; emotional factors; advertising; game results; games; sporting events; consumer spending; distribution; emotionally supporting factors; championship marketing campaigns; sport stars; play-off promotions; baseball; supermarkets; Taiwan; Sinon Corporation; management; enterprise development.

DOI: 10.1504/IJMED.2010.033192

International Journal of Management and Enterprise Development, 2010 Vol.8 No.3, pp.209 - 227

Published online: 11 May 2010 *

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