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

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  • Jason Earl Thomas

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¡ªease 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.

Suggested Citation

  • Jason Earl Thomas, 2017. "Exploring Buyer Motivation to Improve Management, Marketing, Sales, and Finance Practices in the Martial Arts Industry," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 12-35, April.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:2:p:12-35
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    References listed on IDEAS

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    1. Haiyang Yang & Antonios Stamatogiannakis & Amitava Chattopadhyay, 2015. "Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 42(1), pages 93-108.
    2. Katherine White & Jennifer J. Argo & Jaideep Sengupta, 2012. "Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 704-719.
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    Cited by:

    1. Jason Thomas, 2018. "Individual Cyber Security: Empowering Employees to Resist Spear Phishing to Prevent Identity Theft and Ransomware Attacks," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(6), pages 1-1, April.
    2. Jason Earl Thomas, 2017. "Practical Application of Theory in Business," International Business Research, Canadian Center of Science and Education, vol. 10(11), pages 10-19, November.

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    More about this item

    Keywords

    buyer motivation; purchase behavior; consumer behavior; sports marketing; martial arts marketing; market segmentation; sales incentives;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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