What Stimulates Sports Consumer? Desiging Sustainable Marketing Strategies


  • Tasleem Arif The University of Haripur, Pakistan
  • Wasim Khan Gomal University, Dera Ismail Khan, Pakistan
  • Ghulam Muhammad Bhutto University of Sindh, Jamshoro, Pakistan
  • Samreen Abid Government Graduate College, Jhang Sadar, Pakistan




Sports Manufacturing, Sustainable Manufacturing, Consumer Behaviour, Sports Consumer, Marketing Strategies


The global sports industry has rapidly expanded its scope, and its domain has extended across the world. World sports events including the Olympics, FIFA,  Wimbledon Tennis, Tour de France Cycling and many other events have a far reach, a large audience as well as a wide range of participation. With its massive impact, the industry has become inexplorable today and the higher interest of consumers in sports persuades a need to understand the unique behaviour of sports consumers. The current research was conducted to identify the marketing factors that influence sports consumer behaviour. This study was focused on the population of young adults in Dera Ismail Khan, a division of Khyber Pakhtunkhwa (KP), Pakistan. A questionnaire encircling marketing factors was distributed among 220 respondents. The study was followed by a quantitative method and the participants' responses were analyzed through statistical inferences. The analyzed data indicated that six (06) marketing factors, such as product quality, price, product accessibility & reach, brand image, and sustainable manufacturing have a significant influence on sports consumer behaviour. These findings suggest that sports goods manufacturing companies in Pakistan should give due attention to consumer demands and devise relevant marketing strategies to grow their businesses and gain higher market shares.

Author Biographies

Tasleem Arif, The University of Haripur, Pakistan

Assistant Professor, Department of Sports Sciences and Physical Education, The University of Haripur, Pakistan

Wasim Khan, Gomal University, Dera Ismail Khan, Pakistan

Department of Sports Sciences and Physical Education, Gomal University, Dera Ismail Khan, Pakistan.

Ghulam Muhammad Bhutto, University of Sindh, Jamshoro, Pakistan

Registrar, University of Sindh, Jamshoso Sindh, Pakistan.

Samreen Abid, Government Graduate College, Jhang Sadar, Pakistan

Lecturer, Government Graduate College, Jhang Sadar, Pakistan.


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How to Cite

Arif, T. ., Khan, W. ., Bhutto, G. M., & Abid, S. . (2021). What Stimulates Sports Consumer? Desiging Sustainable Marketing Strategies. Journal of Marketing Strategies, 3(3), 251 - 265. https://doi.org/10.52633/jms.v3i3.73