Unit 22: Customer Groups - Demographics and Purpose

Vocabulary flashcards covering demographic factors, customer motives/purposes, and case examples from Unit 22.

Demographics

Statistical data relating to the population and characteristics of different groups.

'the Grey Pound'

A growing area of the sporting economy focused on the provision of activities for people over 50.

Gender in sports provision

Recognising opportunities for more women taking part in regular exercise via energy drinks, women's-only events and gyms, and high-end sports fashion.

Ethnicity in sports provision

The requirement for sports businesses to recognise and accept cultural and religious differences in order to be competitive.

Disability in sports provision

Tackling the barriers faced by disabled people by offering specialised equipment and improving access, reflected in the UK's success in Paralympic sports.

Corporate Social Responsibility (CSR) programmes

Initiatives reflecting the importance of enabling social mobility, such as Manchester United Football Club working with schools and local communities to reduce racism and improve respect.

Recreation

Carrying out physical activity, sport or exercise for fun, where the social aspect is part of the appeal for groups such as walkers, cyclists, and parkrun participants.

Weight loss

Participating in physical activity for weight control through simple routines (e.g. walking, dancing, gardening) or organised classes and memberships.

Personal image

Doing physical activity simply to look good, which sports businesses have used to promote fashion and cosmetics for years.

Health maintenance

Regular sports participation that maintains long-term health and well-being, used by gym managers and exercise providers to retain members and customers.

Training for performance

Staying competitive in sport, which is vital for thousands of professional, semi-professional, or amateur sports people.

Charity purpose in sports

Participating or supporting events where businesses benefit their reputations by sponsoring and supporting large or local charity events.

Factors driving over 50s activity growth

Factors including exercise prescription, longer life expectancy, having more time after retirement, and often having more money to spare than younger people.

London Marathon

A major event that, since the 1980s, has enabled thousands of runners to raise millions of pounds for charity.

Ramadan

An observance by British Muslims, such as Moeen Ali, Mo Farah and Amir Khan, where they cannot eat or drink from dawn until dusk, creating training and competition challenges.