Segmenting the Greek Football Market

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.

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