Why We Buy Paco Underhill describes shopping as, “Human beings experiencing that portion of the world that has been deemed for sale, using her senses – sight, touch, smell, taste, hearing – and then choosing this or rejecting that (or choosing or rejecting it all, I suppose) on the basis of … something”. He further goes on to say, we buy things today more than ever based on trial and touch. Based on this notion please answer the following questions:
Briefly describe the three ways fans/customers can go about buying tickets (online, in-person, on the phone).
How are the senses (i.e., sight, touch, smell, taste, and hearing) used in each of these buying methods?
What can we do as sportmarketers to improve upon each method (i.e., online, in-person, on the phone) to maximize sensory perception and thus increase the likelihood of a fan purchases tickets?