Sport consumption patterns in the Eastern Cape: cricket spectators as sporting univores or omnivores

Brock, Kelcey; Fraser, Gavin C G; Botha, Ferdi

Title: Sport consumption patterns in the Eastern Cape: cricket spectators as sporting univores or omnivores
Creator: Brock, Kelcey
Creator: Fraser, Gavin C G
Creator: Botha, Ferdi
Date Issued: 2016
Date: 2016
Type: text
Type: article
Identifier: http://hdl.handle.net/10962/69362
Identifier: vital:29508
Identifier: https://doi.org/10.4102/jef.v9i3.64
Description: Since its inception, consumption behaviour theory has developed to account for the important social aspects that underpin or at least to some extent explain consumer behaviour. Empirical studies on consumption behaviour of cultural activities, entertainment and sport have used Bourdieu’s (1984) omnivore/univore theory to investigate consumption of leisure activities. The aim of this study is to investigate whether South African cricket spectators are sporting omnivores or univores. The study was conducted among cricket spectators in the Eastern Cape at four limited overs cricket matches in the 2012/2013 cricket season. The results indicate that consumption behaviour of sport predominantly differs on the grounds of education and race. This suggests that there are aspects of social connotations underpinning sports consumption behaviour within South Africa.
Format: 18 pages
Format: pdf
Language: English
Relation: Journal of Economic and Financial Sciences
Relation: Brock, K., Fraser, G. and Botha, F., 2016. Sport consumption patterns in the Eastern Cape: Cricket spectators as sporting univores or omnivores. Journal of Economic and Financial Sciences, 9(3), pp.667-684.
Relation: Journal of Economic and Financial Sciences volume 9 number 3 667 684 December 2016 2312-2803
Rights: author
Rights: Use of this resource is governed by the terms and conditions of the AOSIS Publishing Open Access statement (https://aosis.co.za/publishing)

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