Conceptualizing consumption behaviours of rugby fans in New Zealand : understanding consumption behaviours of rugby fans and the impact on sport consumption

Abstract

While there is an abundance of research available on consumption behaviours and fan behaviours there is a limited amount specifically about rugby fans in New Zealand. This thesis aims to contribute a study on this topic, to add knowledge and insight on these types of sports fans. This study seeks to understand the prominent factors that influence consumption behaviours of rugby fans. Drawing on the research results the creation of a conceptual model is proposed for sports organisations to use in their relative areas of the industry.

The research method used is qualitative within an interpretive paradigm and uses 22 one to one interviews for data – collection. To analyse the data a theoretical framework was applied and the decision to use this method was to accommodate the exploratory nature of the research question. Because consumption behaviours involve social behaviours there is a need to explore self-concept and self-identity in relation to group affiliation as a sports fan.

The structure of this thesis has adopted the seminal work of Holt’s (1995) on consumer behaviours. The Holt (1995) work has four key components that transfer into the four major themes of this study these are; consuming as experience, consuming as integration, consuming as classification and consuming as play. This framework (Holt, 1995) has been used to provide a methodical structure through-out all the chapters of this work. The emerging sub-themes of this work are rugby consumption motives of family and group affiliation; Self-identity and self-concept that is created through family identity and the strong presence of rugby that shapes New Zealand cultural identity, three fan types are identified and their consumption behaviours explored, and finally the physical attributes of being a sports fan of affiliation, expressions and child’s play that connect fans and sports brands together.

This work developed two conceptual models. The overarching model is called the Sport Circle Consumption Model, which incorporates the major themes and sub-themes from the research results. The second model is called the Inner Fan Model which focusses more specifically as the internal motives and influences towards being a sports fan.

This study has been conducted to compile information and to share it with people and organisations in the sport and recreation industry. The aim is to create a conceptual model of some value to help industry organisations develop and grow, by creating more opportunities to connect with a variety of consumers.