AMB200

Consumer Behaviour Report

n9436553

Consumer Behaviour Report

AMB200
Assesmet 2
KIAN VIDLER
N9436553

Kian Vidler - n9436553

Semester 1 2016
Class: 6:00pm Monday
Word Count: 1,784

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Context and Problem/Opportunity

Attendance levels at NRL games has been on a steady decrease for several years with no
foreseeable increase in the future (Crawley, 2015). Fans are now presented with multiple ways to
consume NRL games (such as online, television, newspaper and radio) where they are able to follow
and watch their teams without attending the games. Although the live attendance has been negatively
declining it presents an opportunity to identify key motivators and inhibitors for fans and determine
how this can be effected. In understanding the influences, recommendations can be made to help
positively influence attitudes towards attending games and increase ticket sales.

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Literature Review

There is much documented evidence surrounding the fall in the attendance numbers of NRL
games and through analyzing journal and news articles a deeper understanding of the problem and
reasons behind consumers behavior can be established. The NRL Annual Report (2015) stated that
the average game day attendance in 2014 was 15,906 fans. This dropped 5% in 2015, reaching an
average attendance of 15,078. This drop has been steady and consistent since 2012 (Rothfield, 2015).
In 2015 the overall season attendance was 2.89 million, however, in 2012 the overall attendance was
sitting at 3.15 million (NRL Annual Report, 2015). This steady drop is predicted to continue for the
foreseeable future unless the fans attitudes and behaviour towards attending NRL games is changed
(Ritchie, 2014).
There are many factors at play when looking at the reason as to why these drops in attendance are
evident. More NRL games are now taking place on weeknights which is causing a drop in the
average attendance as less fans are willing to attend a game through the week as opposed to the
weekend (NRL Annual Report, 2015). This shows that there is not enough motivating factors for
those fans attending weekend games to attend those through the week. Another factor has been the
growth in ways that sport can be consumed. Games can now be live streamed directly from online
sources giving fans the game in real time. The online market for sports fans has grown exponentially
with fans being able to communicate with other fans, bet on games and watch games all from the
comfort of their own home (Brody, 2014). With this, as well as television, being a much more
convenient way for fans to watch the game more incentive is required to get them to attend games.
The NRL has attempted to change fans attitudes towards attending live games using their current
campaign Be There When History Happens (Williams, 2016). With this campaign they are
predicting the average attendance for NRL games will reach 20,000 by 2017. This however is not
supported by the current statistics (Ritchie, 2014). A study into the NFL found that 44% of casual
fans would not attend a game even if they were offered free tickets, as they would rather the watch
from the comfort of their home (Hatch, 2010). This campaign is attempting to change that attitude by
making fans associate being at the game with being more emotionally involved with their team and
making the experience of watching a game live something that cant compare with watching it at
home (Williams, 2016). At present it has not been enough to stop the crowd numbers from further
decreasing. It does however present options to further explore the connection with being at the game
and watching it live as being something special and more fulfilling.
Groups, peers, friends and family are recognised as a major influence on consumer behaviour.
(Stok, 2014). Through various studies it is shown that consumers will often purchase products and
service due to influence from those they associate with (Stafford, 1966). Stafford showed that in a
group a dominant member can influence the choices of others in the group and that the group will
often follow the opinion of a dominant member. This is something that could be greatly applied to
increasing NRL attendance. For instance, if groups are targeted then only certain members would
have to be convinced to attend live games and this would cause others in the group to follow.

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Consumer Behaviour Theory

The theory of planned behaviour suggests that an individuals actual behaviour is determined by
their intention, or willingness and motivation, to perform the behaviour (Ajzen, 1991). It consists of
three main constructs.
The first of which is a consumers attitude towards the behaviour. This can be applied as whether
the act of going to see a live NRL game makes a positive or negative contribution to the consumers
life, or the worth of going to see a game live verses the act of watching it at home. From the fact that
44% of casual fans would not attend a game even if they were offered free tickets (Hatch, 2010) as
well as the other figures in the literary review, it is clear that the current attitude towards live games
for a lot of the potential market is a negative one. For them the current appeal of seeing a game live
is not worth the extra effort and money.
The next construct is called subjective norms. If focuses on everything surrounding the individual
such as social network, cultural norms, group beliefs and so on (Ajzen, 1991). In the instance of live
NRL games the current social norm for most, is to watch the game broadcasted rather than live. If for
example though in a group of friends the majority would go and watch the game live, than the rest of
the friend group would be influenced by this decision (Stafford, 1966). This influence could result in
the others in the group joining in and seeing the game live as they do not want to miss out.
The final construct is perceived behavioural control. This can be explained as persons perception
of the ease or difficulty of performing the act (Ajzen, 1991). Currently the extra difficulty in going to
see a game live is not justified for many fans as they can easily access the game through other
mediums.
If even one of these constructs is unfavourable then the likelihood of a fan attending a live game
decreases (Ajzen, 1991). It is in positively influencing these constructs that attendance at NRL games
can be increased.

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Recommendations

1. Exclusive Memorabilia
When applying the theory of planned behaviour to the consumer behaviour displayed by NRL
fans it is evident that an attempt needs to be made to alter fans attitude towards attending live games.
As stated above, there are much more convenient way for fans to watch the games and the incentives
currently on offer are not strong enough for many fans to think it is worth the extra effort and money
to attend these games (Rothfield, 2015). The current campaign Be There When History Happens,
does attempt to address this attitude but is currently failing to affect it in a very noticeable positive
way.
To further improve this campaign, exclusive merchandise could be given to those fans that do
attend the games. This could be done by giving a pin/badge that states the year and stadium, as well
as the two teams that are playing (see Appendix 1 for example). The pins could be given to fans as
they have their tickets scanned upon entry thereby not requiring any extra staff or collection
facilities. Having these custom pins at each game would give the fans something to take home that
they could only get by attending the game. As they would be mass produced the cost of the pins
could be taken out of the tickets with only loosing approximately 1-2 dollars per a ticket.
There are multiple benefits of this recommendation. Avid fans may want to collect these pins and
therefore would have extra reason to attend each game. This could help improve the numbers in the
games that happen during the week where attendance is generally less (NRL Annual Report, 2015).
Another benefit is that it would give fans a reminder of the experience which may prompt them to
want to go back. It would also be something that others would see thereby possibly effecting the
social norms and influencing their behaviour (Ajzen, 1991). Other fans may see people with these
pins and be encouraged to go to a game themselves.
2. Exclusive Experiences
In continuing the theme of influencing consumers attitude, offering more to those who attend the
game is definitely a good way to positively affect their attitude towards the worth of going to a live
game. More could be done to offer positive experiences to fans. This could be done through the way
of a lottery style system. This is where everyone who has attended the game is given a chance to win
various once in a lifetime experiences. These could be prizes such as going down to the field at
half time to attempt a field goal, getting to meet the team after or before the game, getting the game
ball, winning a free season pass, getting a poster signed by the team and so on. The winners would be
selected at random giving everyone attending an equal chance at winning.
In offering these prizes there will again be more incentive to attend games in the hopes of
winning one of these experiences. It will also provide great promotional content to post on social
media to increase awareness and influence others to come to the games.

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3. Group Discounts
Another way to increase attendance at the live games would be to positively influence the
subjective norms of consumers. This would mean targeting things surrounding the individual such as
social network, cultural norms, group beliefs and such (Ajzen, 1991). As aforementioned, Stafford
(1966) showed that in a group a dominant member can influence the choices of others in the group.
This shows that if groups are targeted rather than individuals the whole group would not have to be
influenced but rather just key members of the group and then they would influence others.
This could be applied to live NRL games by offering discounts to those who come as a group.
Discounts are currently offered to families with deals for 2 adults and 2 juniors or 1 adult and 3
juniors (Broncos, 2016). Promotions and deals could be made available for those who come as a
group of any age range. Increasing discounts could be offered to those who come as a groups of 5, 8
or 12. Offering a monetary discount will make it seem much more appealing to bring extra people.
This would encourage fans to build groups to go to games with and thereby influencing others to go
with them. Being there as part of a group will also help to make it a more memorable and positive
experience for many fans. The groups they make may then feel obligated to return if certain members
of the group feel its a good idea. In implementing this promotional deal it would help boost numbers
in seats that may otherwise go empty.

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References

Ajzen, I. (1991). The Theory of Planned Behaviour. Organisational Behaviour and Human Decision
Process. 50, pp. 179-211.
Brody J, R. Robin, H. (2014) Sport Fans and Online Data Collection. Journal of Applied Sport
Management. Vol. 6, No. 3.
Crawley, P. (2015, June 5). 2015 NRL crowds slump to lowest average in more than a decade. Daily
Telegraph. Retrieved from http://www.dailytelegraph.com.au/sport/nrl/nrl-crowds-slump-tolowest-average-in-more-than-a-decade/news-story/c3aa3ed2434bd48ac330c3bcc64800f1
Hatch, L. (2010, April 22). Half of Football Fans Would Rather Watch a Game on TV Than Go To a
Game For Free. Business insider, Australia. Retrieved from
http://www.businessinsider.com.au/nfl-game-if-tickets-were-free-2010-4?r=US&IR=T
NRL annual report. (2015). Building a stronger game. Retrieved from
http://www.nrl.com/portals/nrl/radeditor/documents/NRL_Annual_Report_2015b.pdf
Ritchie, D. (2014, March 10). The NRL has downplayed poor crowd figures by claiming games will
average 20,000. Fox Sports. Retrieved from http://www.foxsports.com.au/nrl/the-nrl-hasdownplayed-poor-crowd-figures-by-claiming-games-will-average-20000-by-2017/storye6frf3ou-1226850745729
Rothfield, P. (2015, March 25) NRL attendance figures have alarmingly slumped to their lowest level
in 12 years in the opening three rounds of 2015. The Daily Telegraph. Retrieved from
http://www.dailytelegraph.com.au/sport/nrl/nrl-attendance-figures-have-alarmingly-slumped-totheir-lowest-level-in-12-years-in-the-opening-three-rounds-of-2015/newsstory/ff01e2f3b1a93419c4648b81b232577a
Stafford, J.E. (1966). Effects of Group Influences on Consumer Brand Preferences. Journal of
Marketing Research. 3 (1) pp. 68-77.
Stok, F.M. Vet, E. Wit, J. Luszczynska, A. Safron, M. Ridder, D. (2014). The proof is in the eating.
Public Health Nutrition. 18 (6) pp. 1044-1051.
Williams, A. (2016, February 25) The NRL launches new 'Be there when History Happens' 2016.
Campaign Brief. Retrieved from http://www.campaignbrief.com/2016/02/the-nrl-launches-newbe-there.html
Broncos. (2016). Tickets. Broncos Brisbane. Accessed May 25. Retrieved from
http://www.broncos.com.au/tickets.html

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Appendix 1
Example of exclusive collectors pins

Retrieved from
http://footballcollectorsitems.com/images/stories/celtic-fc-125-years-history-pin-badges/celtic-fc125-years-history-pin-badges-a.JPG

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