Sporting Events Audit: Consumer Behaviour Analysis and Research Report

This report presents an audit of consumer behavior in sporting events, focusing on observations from a community cricket match and an elite Brisbane Broncos rugby match. The student analyzes the demographics and psychographics of attendees at each event, exploring factors like age, interests, and motivations for participation. The analysis includes behavioral patterns, such as consumption habits and engagement levels. Furthermore, the report identifies marketing and research opportunities within the community sporting event, suggesting strategies like print and social media promotion, along with enhanced facilities to cater to diverse audience demographics. The study emphasizes the importance of understanding consumer behavior to enhance audience engagement and event success, highlighting the differences between community and elite sporting environments.

Running head: SPORTING EVENTS AUDIT
SPORTING EVENTS AUDIT
Name of the Student
Name of the University
Author Note

1SPORTING EVENTS AUDIT
INTRODUCTION
Sport can be defined as “a human activity involving physical exertion and skill as the
primary focus of the activity, with elements of competition where rules and patterns of
behavior governing the activity exist formally through organizations and is generally
recognized as a sport”. In the continent of Australia, sports have a significant social and
economic importance. The performance of Australia in the “International Sector” in case of
sporting events, it has been phenomenal. The main aim of this paper is to observe and
analysis two sporting events mainly one community sporting events like playing cricket at
local venue and the last one mainly includes observing an elite sports events like the match of
Brisbane Broncos. The researcher is suppose to in vibe the role of a consumer and get
engaged in an observational research only. In addition, get details about the demographic
pattern and behavior pattern about the attendees and then finding out the various
“observational research activities and marketing materials” (Australian, 2019).
DISCUSSION
RESEARCH SETTINGS
COMMUNITY SPORTING ACTIVITY
The community-sporting event selected is the cricket, which is being played in the
nearby open grounds. The main factor that will affect on the audience includes the weather
since it was an outdoor sporting event in the open. At times, it may rain or it may too sunny
or too chilly. On the day of the match, it was a warm summer morning. Many of the people
from the audience who do not prefer the sun would not come. Among the all players, two of
the player had suffered from heat stroke while they were practicing. Therefore, it can be said

2SPORTING EVENTS AUDIT
that the weather especially the sun is an influencing factor for this outdoor sporting activity.
In addition, the liking for the game of cricket is also an influencing factor.
ELITE SPORTING EVENTS
The elite sporting event selected is the Brisbane Broncos match, which was played
against the Canterbury- Bankstown Bulldogs on 18 July in the Suncorp Stadium arena. The
interest of the audience is a vital factor.
The main difference between the two sporting events that one of the sporting event is
the played in a closed indoor environment while other sporting event is played in the open
outdoor environment.
CONSUMER ANALYSIS
COMMUNITY SPORTING ACTIVITY
The community-sporting event selected is the cricket, which is being played in the
nearby open grounds.
Attendee / Participant Demographics
The main attendee or participants for the match of cricket mainly include the
youngster and the teenager. It includes both boys and girls. Among the youngster categories,
it includes both boys and girls. The teenage category mainly includes the boys. They are the
one who are mainly involved on playing the game of cricket.
Attendee / Participant Psychographics
The main attendee or participants are the youngster, which includes both boys and girl
and the teenager, which mainly includes the boys. Talking about the psychographics, all the
teenager does not have any exterior motives but to play the game of cricket with their friends

3SPORTING EVENTS AUDIT
and enjoy. Their main motive is to have fun by doing what they love. They love playing the
game of cricket. They also like spending time with their friends. They like spending time in
real physical time rather than then spending time in online virtual time. The youngster and
teenager are the one who want to have few moments of fun and folic along with coping up
with the pressure of the academic studies from the school. However, weather is also a
influencing factor in the outdoor sporting events. At times, it may rain or it may too sunny or
too chilly. On the day of the match, it was a warm summer morning. Many of the people
from the audience who do not prefer the sun would not come. Among the all players, two of
the player had suffered from heat stroke while they were practicing. Therefore, it can be said
that the weather especially the sun is an important factor for this kind of outdoor sporting
activity.
Behaviors describing the consumption patterns of attendees
As mentioned earlier, the teenager and the youngster are mainly involved in the
playing games with their friends and having fun and enjoy their life. The youngster and
teenager are not much interested in any kind of kitchen politics and any kind of
discrimination or biasness. The main aim main of the youngster and the teenager is to have
fun and enjoy their life by playing cricket along with coping up with the pressure of the
studies and academic from school.
ELITE SPORTING EVENTS
The elite sporting event selected is the Brisbane Broncos match, which was played
against the Canterbury- Bankstown Bulldogs on 18 July in the Suncorp Stadium arena. It
was an indoor sporting event.

4SPORTING EVENTS AUDIT
Attendee / Participant Demographics
The main attendee mainly includes people from almost all age group, excluding the
kids. They attendee mainly includes people from young age to middle age and even few
people from the old age. They are mostly huge fans of the Rugby sports and either of the
playing team.
Attendee / Participant Psychographics
The main Psychographics involved is the fact that almost all the attendee is fans of the
rugby match. They like watching the match. They may watch the match with their family
friends and colleague and hence spending with the near and dear ones.
Behaviors describing the consumption patterns of attendees
The attendee mainly includes people who are fans of the rugby match and hence are
willing to spend their time and money in order to watch the match (Panter et. al, 2017).
Marketing and Research Opportunity
The sporting event that is selected for this category is the community-sporting event. The
community-sporting event that is selected is the cricket, which is being played in the nearby
open grounds. The marketing materials that are available for the community-sporting event
that is the cricket is included and that should be focused upon to increase the audience base
is the promotion through print media. Print media may include the leaflets and pamphlets,
which were distributed locally in the nearby areas. In addition, the “word of mouth” is also a
viable option, which is used for the promotion of the community-sporting event that is the
cricket. Along with the distribution of the leaflets and pamphlets , details about the match
was also posted on the new media that is the social media life facebook, twitter, instagram
and What’s App which has a much higher reach especially among the youngster and

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teenager. In addition, extra facilities that may include snakes and refreshments for the
audience. Also proper sitting arrangement during the sporting event of cricket should be
made keeping in mind the audience demography that may include senior members of society
who may have come to watch the match of his or her grandchildren. If possible the sitting are
should be covered or at least should have a shade in case in rains or in case the weather is too
sunny. The main target market as mentioned earlier may include the teenager and the
youngster. Their main driving motivating factor is that fact that they want to have fun and
enjoy his or her life. Playing cricket gives a good refreshing break from the hectic schedule
from life, from education and school. To be able to spend time with friend is a good relaxing
break for the student. In addition, if there is an extra motivation of Prize and money on
winning, it provides an extra motivating factor for the student. Observable research activities
for the community-sporting event that is the cricket mainly includes the “Strategic basic
research” where “experimental and theoretical work undertaken to acquire new knowledge
directed into specified broad areas in the expectation of useful discoveries. It provides the
broad base of knowledge necessary for the solution of recognized practical problems”. In the
following scenario, the teenagers and the youngsters could be survey in order to get a better
understanding of the physic and their point of view about different things. It gives the
researcher more knowledge about their likes and dislikes about the cricket sporting events.
CONCLUSION
Taking about the community sporting, cricket, as mentioned earlier the target audience who
is involved in playing the game of cricket is the teenager and the youngster. Their main
driving motivating factor is that fact that they want to have fun and enjoy their life. Playing
cricket comes as a refreshing break from the hectic schedule of school and education. They
want to enjoy their life. The people who come to watch the match as the audience may

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include the teenager and the youngster, who love watching the game of cricket and may come
to support their friends who are playing. Promotion through print and social media is a viable
option to increase the audience base.

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REFERNCENCS
Australian, A. (2019). TheFutureofAustralian. Retrieved from
http://file:///C:/Users/Dell/Downloads/3328232_137416199_CSIRO2013Tfile:
///C:/Users/Dell/Downloads/
3328232_137416199_CSIRO2013TheFutureofAustralian.pdf.pdf
Panter, J., Guell, C., Prins, R., & Ogilvie, D. (2017). Physical activity and the environment:
conceptual review and framework for intervention research. International
Journal Of Behavioral Nutrition And Physical Activity, 14(1). doi:
10.1186/s12966-017-0610-z