| In this paper, as the six urban areas of Beijing sports lottery consumers for the study objects, through literature analysis, interviews, questionnaires, mathematical statistics and other research methods, using of consumer behavior, marketing, sports management, economics and other sports-related knowledge, for the purpose of analyzing the feature of composition of the Beijing sports lottery, factors affecting consumer purchase behavior and consumer characteristics. Hope that through this study, we can have a better understand at the Beijing Sports Lottery consumer behavior, optimize consumer behavior, provide a reference basis for the sports lottery decision-making body and make a number of contributions to help Beijing sports lottery.In this study, from the Beijing actual situation, investigating a total of150consumers and Sports lottery sales outlets workers, who come from15Sports lottery sales outlets in the six urban areas of Beijing at random. Access to the following conclusions:First, the consumer’s purchase of Beijing sports lottery is characterized by:Most consumers are male, the majorities are middle-aged, the elderly and young people are relatively small. The education of mostly consumer is middle level, while the monthly income is lower-middle.Beijing sports lottery consumers have a High frequency of purchase, nearly half of consumers to buy sports lottery for more than three years, the main buying motivation is for the award, who are holding the entertainment mood. Most of the sports lottery consumers tend to rational. Super Lotto, arranged in3and seven colors, these three plays are consumers often bought, which the main reason is that these plays are easy to understand and entertaining.Most of the sports lottery consumers are still relatively satisfied at the distribution of sale point. They are hoping that the use of Beijing Sports Lottery Fund can be released to the public timely and sports lottery sales, total prize, lottery sectors to be more transparent.Second, Beijing sports lottery consumers forming these buying patterns by external factors, internal factors and the purchase process, which interact and constraint with each other.Government should strengthen the publicity of sports lottery, develop the awareness of buying the sports lottery, guide people to buy in the right way, make the purchase sports lottery as a consumption habit. Under the overall amount of money same, we can expanded the winning side, reduce the single prize money, which in order to increase the probability of winning.Sports lottery is a kind of investment and financing tool."Investment." refers to consumers take the sports lottery as an investment tool while "financing" refers to the government take the sports lottery as a financing tool, which can get part of the.community idle funds together for the development of sports in China. At-this stage, our government’s support for the competitive sports is far greater than the mass sports, mass sports yet to be developed. Sports lottery chest can and should be use for the mass sports more and more, which can make the consumers really feel that the sports lottery "from the people, giving back to people. |
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