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Luxusaffinität deutscher Reitsportler - Implikationen für das Marketing im Reitsportsegment

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  • Hartmann, Laura
  • Spiller, Achim

Abstract

Der Reitsport wird seit jeher mit Luxus assoziiert. Das Durchschnittseinkommen und die Zahlungsbereitschaften von Reitsportlern sind hoch, zugleich wird ihnen eine Affinität zu Luxusgütern unterstellt. Dies erklärt das Interesse von Luxusgüterherstellern an einer Positionierung ihrer Marketingmaßnahmen im Reitsport. Motiviert durch die vielfache Verknüpfung beider Branchen wurde eruiert, inwieweit deutsche Reiter einem materiellen Luxusverständnis zugewandt sind. Diese Frage ist für Positionierungsstrategien im Luxusmarketing grundlegend, bisher aber kaum empirisch untersucht. Auf Grundlage einer Faktoren- und Clusteranalyse können vier Reitersegmente identifiziert werden, die sich in ihrer Haltung zu Luxus und ihrem sozio-demografischen Profil voneinander unterscheiden. Der Konsum von Luxus und die Ausübung von Reitsport werden eher motiviert durch das Bedürfnis nach Selbstverwirklichung und hedonistischem Erleben. Damit stellt die Gruppe der Reitsportler ein Anwendungsbeispiel für den in der Literatur zwar postulierten, bisher aber wenig empirisch untersuchten Wandel von außengerichteten, sozialen zu innengerichteten, persönlichkeitsorientierten Motiven im Luxuskonsum dar. Es können Implikationen für das Luxusgütermarketing abgeleitet werden. Equestrian sports have always been associated with luxury. Equestrian athletes’ average income and their willingness to pay are high. Simultaneously, they are assumed to have an affinity to luxury goods. This explains the interest of luxury goods manufacturers in placing their marketing activities in equestrian sports. Motivated by several links between both fields, this study found out how far German equestrian athletes have been turned to an understanding of material luxury. This is a fundamental question for positioning strategies in luxury marketing, however, it has hardly been studied empirically so far. Based on a factor and cluster analysis, four segments can be identified, differing in attitude to luxury and socio- demographic profiles. Consuming luxury and exercising equestrian sports is rather motivated by the need for self-realization and hedonism. This means the group of riders being an application example of the change from external, social motives towards internal personality- related motives in luxury consumption. Implications for luxury marketing are derived.

Suggested Citation

  • Hartmann, Laura & Spiller, Achim, 2015. "Luxusaffinität deutscher Reitsportler - Implikationen für das Marketing im Reitsportsegment," Department of Agricultural and Rural Development (DARE) Discussion Papers 260785, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:ags:gadadp:260785
    DOI: 10.22004/ag.econ.260785
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    References listed on IDEAS

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