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Marketing research based on the financial proposition and influences of consumers is a worthwhile sports marketing effort.For effective sports and entertainment marketing strategy in a specific region or country it is important to understand the local consumer psychology and behavior as well as buying patterns in that region.Various economic,social and personal factors are also taken into account to determine the right marketing strategy.

With increasing population and fast-growing economy many developing countries are turning into busy commercial centers in the world.Sports and entertainment marketing directly plays a key role in the nation’s economic growth and influence culture and lifestyle to a great extent.For example,the sports marketing strategies that bring success in America might not be effective in China due to sharp difference in culture and lifestyle between the two nations.Hollywood,though,has been successful in marketing its entertainment products worldwide.

Leading sports equipments and accessories manufacturers,not yet successful like Hollywood,are trying to capture the swelling markets in Asia,especially countries those are doing well in sports.Research conducted through out retail marketing outlets of a country digs out a few factors that affect sports goods purchase are:

Reasons of purchase like for exercise or for genuine practicing
Level of income
Types of sports goods and accessories
Product factors like quality,style,availability,etc.
People influencing purchasing such as spouse,children and the like
Sources and availability of information about where and how to purchase
Impact of advertisements
Preference of brands such as Adidas,Nike,Reebok are the most preferred brands
Time and effort given in sports
Where purchase takes place like departmental store or original sports goods store

There is no denying that great potential exists in the Asian sports market. However,questions concerning the uncertainty of economic development and cultural differences slow down the process of sports marketing in Asian countries by stimulating confusion among American sports marketers who strive to build up effective sports marketing strategies.

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