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Sports Among Women Spectators In India Advertising Essay

Watching sport signifies a predominant form of leisure habit in todays society. Large numbers of men and women attend sports and think of themselves as sport supporters. Traditionally, contribution in sports activities as a spectator has been a male dominated activity.

Women change from men on various guidelines such as physicality, psychographics, behavioral variables, consumer patterns and consumption experience. The variations between women and men on these guidelines make it problematic for marketers to target them mutually as a unified section. But, regardless of the distinctions between men and women on various variables, athletics goods manufacturers and athletics situations marketers have pursued traditional male-oriented marketing guidelines.

But recently scheduled to a radical change in social and financial status of women, there has been an increased participation in and usage of athletics by women. This has caused marketers to include a female- oriented emphasis with their strategies.

The recent benefits of feminine commentators in cricket to ways of attract women in the latest IPL release with attractive offers shows an absolute change in the marketing strategies of media and marketing experts. Also more and more women are turning to athletics for recreational purpose.

With the activities industry turning more to women consumers, it has become necessary for marketers to analyze women's consumption action and consumption encounters to come up with gender specific strategies. Hence, this research is always to understand how the Indian girl consumes athletics and the amount of involvement or desire achieved occur the framework of the Indian culture.

Literature Review

Sports as a genre is present in everybody's life, be it in terms of contribution or watching. Sports has the capacity to inspire, build neighborhoods, to make people weep, laugh. Within the hands of an ingenious marketer sports comes with an almost enigmatic pull towards the mark consumer.

Traditionally, sports participation and consumption was looked at to be masculine or an integral part of male dominion. However, with increasing quantity of women who have found financial and social freedom the domain of athletics is no more completely a male bastion. Significantly women are breaking the stereotypes of passivity and are actively consuming and taking part in sports.

Major strides have been made over the past few years in providing participation opportunities for girls and women in sports. Media visibility has increased for a number of women players both internationally and nationally like Venus Williams, Anna Kounikova or Sania Mirza. The intake of sports activities and leisure by men and women is dependent on a whole lot of factors such as prevalent societal norms, values and attitudes. Inside the context of sports activities and leisure, what's associated with men and masculinity is appreciated over what is associated with women and femininity. Hence, it is important to explore the root societal norms to comprehend the consumption habits.

A post modernistic approach

In a postmodern world, the common ideology is that what's considered masculine or feminine will break down as the limitations between masculinity and femininity continue steadily to blur and the different forms of gender multiply. Activities that conventionally express clear meanings, such as battle conveying masculinity and gracefulness conveying femininity, won't be obvious. A postmodern eyesight of these categories blurring into you need to be liberating because it lessens the probability of gender being utilized as a way to categorize. In the context of athletics and leisure, this suggests that gender is less likely to influence participation or usage of sports recently "marked" as masculine or female.

Analysing books would help us to understand historical developments of athletics and leisure contribution by gender in a variety of scenarios.

Home Vs Workplace

Women have been historically been associated with activities conducted at home such as gardening, sewing and cooking, scheduled to recent advancements in technology the attempts necessary for the chores have reduced immensely but the modern society still views it as a woman's job. Unskilled jobs such as cleaning, eating, cooking, sleeping, leisure and child rearing were performed at home, Men were linked with activities at work and less connected with those at home. Home for men essentially was a spot to recoup from a difficult day's work. An identical separation prevails in athletics and leisure today. ( McGinnis, Chun, and McQuillan, 2003)

According to Henderson's review (1990), leisure for ladies tends to consist of activities which is near or at home because it can be infused with home tasks and because few opportunities for leisure can be found outside the home. According to another research by Kane, It had been argued that girls tend to specify themselves in conditions of human associations, hence, they take in within the context of home and family.

The complexity rises for a profession woman as then your leisure would depend on family surroundings, especially children. Women use home as a primary place and means for leisure. And in the event a leisure opportunity arrives which has gone out of home, then it is sort of offered so as to not hamper home responsibilities.

In this circumstance, leisure itself is seen as constraining, as it reinforces gender appropriateness (Shaw 1994). Although it appears that leisure opportunities certainly are present for women beyond your home, the books shows that leisure for females is still typically perceived as a second matter. Opportunities for leisure exist, but only once other tasks and other concerns have been tackled first. Expectations of a women and her role in population appear to transcend the opportunities outside the home. Men face the same constraint, but can explain what is expected of these way more than women.

Spectatorship and Leisure time

It is a common point of contention that women and men both enjoy watching sports on tv set, but their tastes change, as men have a tendency to choose more competitive and aggressive sports when compared with women. We find evidences of media reinforcement of the gendered usage patterns, for example NBC positioned the Olympics with storylines resembling soap operas.

Men have generally dominated the consumption of organised sports. However the 'Spectator Gender Space' is lowering with more women enjoying conventionally male athletics such as Golfing, sports. However, research suggests that efforts by women to increase their activities consumption in a way threatens the male dominion as activities can be regarded as a masculine domain name where men are permitted to bond with one another. Women coming into this domain have emerged as upsetting this setting (McGinnis, Chun, and McQuillan, 2003).

Leisure is another area where in fact the gender gap is accessible, women on the whole experience a reduced amount of free time as compared to men as their part with their free time is generally put in doing housework or caring for children. Men can experience larger blocks of leisure time without fretting about other commitments.

Role of the Indian Media

Women are customarily not urged to enjoy sports. Sports activities are men focused, where men play and women watch. It really is clearly obvious in the Indian press too, be it films or advertisements. For instance, within an advertisement of Medical clinic Plus hair shampoo, a coach of the children' cricket team in school discourages a woman to learn with the team by fearing, when he says, " Baal kharab ho jayege" (nice hair will get damaged if you will play cricket in sunshine). Another ad of Tata sky having Gul Panag and Aamir Khan, she has been portrayed as a woman for whom activities is a nuisance. During the cricket fits and sports activities world cups, over and over, many news programs have shown how women have to sacrifice observing their saas-bahu dramas and newspaper publishers also reveal falling TRP's of Tv set serial and how these suits are a jeremiad for women. Because in the family, their husbands, brothers and dad are glued tothe activities channel and the energy of attorney for the remote control is transferred to men for those couple of days when the fits are kept.

In addition, A number of the commonly held beliefs associated with female fans and women athletics are explored below-

Women aren't interested in athletics - reality or fiction

In terms of viewership, over 2. 2 crore women observed the 2003 World Cup in India by itself. Female viewership comprised an astounding 46% of the full total World Cup browsing human population and TRPS for feminine viewership for India matches climbed to a phenomenal 9. 8, significantly higher than the 3. 9 documented during the Nat Western Trophy final performed at Lords in June 2002(ESPNSTAR, "Interesting record of women's cricket in India"). The 2020 World Cup had a strong, growing female audience for the sport and it's not limited to cricket alone. There is an overall 54 % increase in rankings for the three tennis games grand slams-especially in regards to to women's viewership where in fact the growth has been significant. To attain out to the diverse market, most stations are creating a strong encoding line-up that is a healthy mixture of purchased and original content. (The financial express, 'Cashing in on athletics').

For the very first time, a non-cricketing gorgeous female web host - Mandira Bedi - was earned as a studio anchor. The experience was something shocked cricket purists. But with a mix of elements for the purist as well as the amateur and the fence sitters, 'Extraaa Innings' blended academic cricket with mainstream entertainment like nothing you've seen prior.

This resulted in a whopping 50% upsurge in average ranking of Indian suits and 37% upsurge in the ranking of non-India suits, reached out to an archive 78% of the Indian followers in C&S homes. More interestingly the feminine gross reach grew by an unprecedented 261%. Mandira Bedi became a celebrity and was soon a part of life even for ladies in conservative Indian households. Purists like Wisden, which condemned the test out women anchors through the ICC Champions Trophy in Colombo in September 2002, were required to retreat. Women joined up with wagering circles and housewives in Delhi and Ahmedabad made clubs to enjoy the sport (ESPNSTAR, "Interesting background of women's cricket in India").

In terms of playing the activity, there's been significant increase in the number of professional sportswomen in variety of sports activities including Badminton, playing golf, hockey, golf and athletics. The increase in the amount of tournaments is a testament compared to that fact, recently an international basketball tournament - the FIBA Asia Women's Championship was managed by Chennai, Offering the best players and top groups from over the continent, the competition was a success. (Deccan Chronicle, India Wakes up to different sports)

Female sports admirers will vary from male activities fans -fact or fiction?

According to a study by Sargent, Zillmann, and Weaver, men and women enjoy distinctly different types of sports activities. Their findings disclosed that guys preferred viewing combative athletics on television set whereas females were partial to stylistic sports activities. Sport socialization research examines the impact that environmental makes have on children and people from two different perspectives: socialization into sport and socialization through sport.

This line of inquiry indicates that individuals are attracted to sport due to formal programs (i. e. , parents, peers, coaches, mass media, instructors) and informal channels (i. e. , school, chapel, and community-based programs), as explored by Kenyon & McPherson.

Media plays female role for producing new clubs and sport leagues to men and women. According to a report by Bruce, Institutional, sociable, and familial contexts also shape viewers' interpretations of sports activities broadcasts. He also discovered that women didn't display strong loyalties to specific women's sports teams that are common with men and a common men's teams. This is attributed to the extensive sports activities information and press attention given to men's sports activities.

In a study on cognitive development and socialization by Wayne, in the initial development of team commitment, it was found that children form personal preferences for sports groups early in life. Results of the study exposed and that the gender stereotype associating sports activities with guys was common among children which fathers were the most important socializing agent in adding children to sports teams.

In a report on activities and ramifications of viewing televised sports, Gantz and Wenner found dissimilarities based on gender for 9 of the 15 desire items evaluated; however, these distinctions were not remarkable. Most notable amongst their findings, women were much more likely to watch televised activities for companionship and sharing the experience with family and friends whereas men watched to unwind and become wrapped up in the excitement and dilemma of the overall game.

Men invested additional time in reading, hearing, watching, and discussing sports and they were more likely to experience psychological fluctuations from enjoying sports.

Men also tend to display a admirer habit and identify more firmly as a fan regarding to Dietz-Uhler.

However, the same volume of male and feminine college or university students considered themselves to be sport fans. Females reported being followers because they went to and watched sports with relatives and buddies while men were much more likely to consider themselves fans because they performed sports and wanted to acquire sports information.

Measuring Spectator Motives

Various solutions to research on sport spectators have been developed which utilizes lots of scales to assess the subconscious motives related to attendance, media consumption and interest at live sporting events.

1) Among the first methods originated by Wann. He designed a comprehensive scale to measure eight factors detected to influence action; eustress, self-esteem, escape, entertainment, monetary (gambling), visual, group affiliation, and family.

2) Second method produced by Trail and James was the Drive Range for Sport Intake (MSSC) to examine ten areas of spectator tendencies: achievements, acquisition of knowledge, looks, drama, break free, family, physical attraction, physical skills of players, and communal interaction.

3) Finally, McDonald, Milne and Hong (2002) utilized a level to evaluate spectator and sport participant motives related to: risk-taking, stress reduction, aggression, affiliation, cultural facilitation, self-esteem, competition, achievement, skill mastery, looks, value development, and self-actualization.

Research Methodology

Conceptual Platform or Problem Definition

Till now via an extensive analysis of literature we have seen that men and women both consume athletics in their own way and one cannot generalize the intake pattern of women. The motivations and the amount of involvement for women be based upon a lot of factors.

Research Space : There is absolutely no research done in the Indian context to understand the women athletics consumers, their levels of participation and motivations to take part. Hence, this study is a step towards reaching an understanding of the same.

Research Objective:

The aim of the research is to understand the Woman activities consumer in terms of her engagement level and motivation to consume a particular sport.

The study of drive for predicting consumer behavior is very hard concerning understand the interrelation between motives and specific tendencies. Also, to develop a list of consumer motives extensive enough to fully capture the wide selection of motivating makes that stimulate and shape tendencies is challenging.

To do the above, a platform could be constructed by means of a sociable continuum which broadens the sport consumer motivation idea by using involvement as a motivational construct to distinguish between various levels. Factors like woman's role in the culture would also be a part of this construct. Hence, a study of the immediate environment becomes imperative for studying the consumption design.

The level of involvement of women consumer of sports should form the basis of the platform of social continuum where in fact the stages vary from viewership to acceptance to group of fans to engaging or actively playing to encouraging others to experience or advocacy. As shown below,

Identification of critical factors which identifies each one of the stages could be regarded and the motives of each stage also needs to be regarded. According to each stage a corresponding set of action would be associated.

Understanding different spectator motivations and involvement levels can be of significant profit to the activity marketer looking to boost team income and gate receipts. Of particular interest are both marketing supervisor understanding the precise motivations that drive a spectator or enthusiast to take a sport and the subsequent development of marketing communications predicated on these motivations. These effective marketing communication plans could help build sets of "diehard" enthusiasts, thus expanding the customer base for a team. Spectator and lover motivation can even be used as an effective psychographic segmentation method that can result in more effective marketing campaigns.

Sub Research Target:


Involvement could be thought as a state of interest, stimulation or inspiration towards an object, a product or even an activity. As put by a study done by Mitchell, Engagement represents an interior state changing that reflects the amount of arousal, interest, or drive evoked by a particular stimuli or situation that mediates consumer habit. Application of the engagement construct to examine sport spectators and

sport admirers would provide a fuller knowledge of motives and what stimuli and situations immediate action (e. g. , attendance, purchase of team goods, media intake) and attitudinal formation (e. g. , tastes, commitment, commitment). Some parameters of analysis for participation would be

Importance of product as identified by the consumer

Pleasure or excitement provided by the product

Risk of making the wrong purchase or participating in the non enjoyable activity

Self appearance it presents the id of the person with the purchase or participation

Centrality to lifestyle, includes socializing and interactions


Theories and studies have been done by researchers about how to evaluate the motives for consuming sports activities. These motives can be generally labeled into the wide-ranging categories of study as -


Stress and arousal seeking

Social Interaction

Achievement seeking

Approach to Analysis

According to the sample defined above, the study would be conducted two phases:

Phase 1: This would be in the form of exploratory research which would be used to build up a conceptual model for evaluating involvement levels and their equivalent motives. The goal of this is to recognize any potential parameters related to spectator motives or involvement framework which were skipped. In-depth interview of 5 respondents roughly would be taken in each market segment.

Phase 2: This is actually the validation phase where in fact the qualitative analysis would be validated by quantitative so the consequence of the first phase could be extrapolated to a larger society if required.

Sampling World: The sampling universe could be defined as young women who are primarily university goers or into the first 2-3 many years of job, who follow at least one sport, owned by SEC A or SEC B.

Details of Phase I

Sample Size: 15-20 (Qualitative analysis)

The test size setting is done with a non-statistical procedure where in fact the selection is performed anticipating subgroup evaluation. The anticipation is that 4 meaningful clusters (market segments) would emerge and each cluster will contain about 5 respondents in average.



College Goers


Semi Urban

Working Women

Semi Urban


This is ideal for the qualitative area of the research.

Sampling Method: Convenience Sampling (Non- possibility sampling)

Care would be studied to ensure that heterogeneity of the whole populace can be effectively covered in the sample.

Details of Period II

The stage II strategy would be based upon the data collected in the first period.


The review would help marketers understand the girl spectator motivations and phases of involvement in consuming activities in India, in turn, assist in predicting behavior

This would help marketers utilize the growing female spectator platform.

Expected Contribution

There has been no analysis on understanding women spectators in the Indian framework done till particular date. This research would help both the academia and industry to understand an upcoming section.

Understanding different spectator motivations and engagement levels is very important to a sport marketing expert to tap the ladies consumer segment which is increasingly becoming independent financially and socially.

Understanding the engagement and motivations that drive a female spectator to consume a sport in India would help marketers target this section with crisp and relevant marketing communications.

The involvement periods and motivations can also be used as an efficient psychographic segmentation way for forming effective promotions.

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