| Abstract: | ABSTRACT This article adopts a consumer behavioural approach to investigating the needs, wants, and expectations of club patrons and reviews the differing requirements of three existing segments of club patrons and two demographic sub-groups. The article applies a consumer behavioural framework and suggests that demographics, culture, values, reference groups, and attitudes underpin the differing needs, wants, and expectations of patrons. The article suggests that attitude is the specific determinant of consumer behaviour that may be of most interest to club marketers and suggests the application of the Theory of Reasoned Action in order to change sub-group attitudes and increase patronage. This suggestion is illustrated through the presentation of a case study. The article concludes by suggesting that further research be conducted to determine how clubs may be able to remain true to their historical roots and traditional membership base, whilst actively catering to the market orientation of current and future generations of potential members. |
