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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.

Suggested Citation

  • Hartmann, Laura & Spiller, Achim, 2015. "Luxusaffinität deutscher Reitsportler: Implikationen für das Marketing im Reitsportsegment," DARE Discussion Papers 1501, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:zbw:daredp:1501
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    References listed on IDEAS

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    Keywords

    Luxusgütermarketing; Reitsportler; Luxusaffinität; Luxusmotive; luxury marketing; horse riders; affinity to luxury; luxury motives;
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