Girl Power: Examining the Female Pre-Teen and Teen as a Distinct Segment of the Sport Marketplace

Abstract

An emerging phenomenon in sport marketing has been the increased importance of females in the sport marketplace. This trend is a general premise, which is best understood by a more selective, demographic approach to key consumer segments. While much research has examined the baby-boom and Generation X niche markets, relatively few studies have examined the Generation Y female sport consumer. This study therefore examined pre-teen and teen female sport consumers. Subjects were surveyed to examine consumer and psy-chosocial characteristics relative to social and cultural influences, psychological and personal-trait behaviors, and consumer behavior and marketing preferences specific to the sport marketplace in general and the sporting goods industry in particular. Qualitative and quantitative analyses yielded descriptive statistics that indicated this segment possesses a heightened commitment to sport and a similar expertise in consumption patterns and consumer preferences. Implications for sport marketing and the sport marketplace are discussed.