Segmenting the Greek Football Market

Peter Yannopoulos

It is generally recognized that the benefits sought method is an optimal way to segment markets. Social identity theory also explains why people make choices and has been used in explaining various behaviors, such as church attendance and sport games. The social identity theory is used in addition to benefits sought to segment the Greek football market. Based on the results, the football market in Greece can be segmented into three distinct benefit segments. These are “Moderate fans”, “Fanatic fans” and “Indifferent fans.” In addition, each of the three segments are described using various descriptors, such as motivation, demographic information, and information source. An important contribution of this study is to employ social identity in addition to using motivator factors to segment the market.

DOI : https://doi.org/10.21102/wjm.2017.03.81.09