Exploring Buyer Motivation to Improve Management, Marketing, Sales, and Finance Practices in the Martial Arts Industry

Thomas, J. E. (2017). Exploring buyer motivation to improve management, marketing, sales, and finance practices in the martial arts industry. International Journal of Marketing Studies, 9(2).doi:10.5539/ijms.v9n2p12

23 Pages Posted: 6 Mar 2017

See all articles by Jason Thomas

Jason Thomas

Bush School of Government and Public Service; Excelsior College; Grand Canyon University; Concordia University Texas; Northwood University

Date Written: March 2, 2017

Abstract

The martial arts industry is experiencing immense growth, creating a highly competitive environment where challenges in attracting and retaining customers cause substantial losses and an inability to compete effectively. Customer memberships are the primary revenue source for fitness firms. Understanding buyer motivation is essential for marketing message creation and product development to attract and retain customers. The purpose of this qualitative, exploratory, single-case study was to investigate parent purchase motivation for children’s martial arts classes and to document internal buying motives in order to address the problem of acquiring and retaining customers in the commercialized martial arts industry. The study sample consisted of seven parents, two instructors, and two owners. The data collection methods were semistructured interviews comprising open-ended questions. Interviews were analyzed using NVivo® qualitative analysis software to code and analyze themes. The semistructured interviews identified 10 themes. Three new themes emerged — ease of participation, alternative to team sports, and convenience. Study findings contribute to the theory of planned behavior and theories used to predict purchase behavior. Recommendations for practice include refinements of product offerings and marketing messages and the creation of a new market segment, resulting in customer alignment and increased ability to attract and retain customers. Future research is recommended to replicate this study in other geographies, to use the data gathered in this study to seed qualitative research studies, and to weigh the relative influence of the three types of behaviors influencing intention in the theory of planned behavior.

Keywords: buyer motivation, purchase behavior, consumer behavior, sports marketing, martial arts marketing, market segmentation, sales incentives

JEL Classification: M10, M31, M30

Suggested Citation

Thomas, Jason, Exploring Buyer Motivation to Improve Management, Marketing, Sales, and Finance Practices in the Martial Arts Industry (March 2, 2017). Thomas, J. E. (2017). Exploring buyer motivation to improve management, marketing, sales, and finance practices in the martial arts industry. International Journal of Marketing Studies, 9(2).doi:10.5539/ijms.v9n2p12, Available at SSRN: https://ssrn.com/abstract=2927104

Jason Thomas (Contact Author)

Bush School of Government and Public Service ( email )

College Station, TX
United States

Excelsior College ( email )

Albany, NY
United States

Grand Canyon University ( email )

Phoenix, AR
United States

Concordia University Texas ( email )

11400 Concorida University Dr.
Austin, TX 78726
United States

Northwood University ( email )

4000 Whiting Dr
Midland, MI 48640
United States

HOME PAGE: http://www.northwood.edu

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