An Analysis On The Consumption Psychology And Behaviors Of The Sports Lottery Consumers In Shenyang

With the rapid development of the industry of Shenyang Sport Lottery, it made outstanding achievements in social commonweal of physical culture. There is a questionnaire survey which collects data from a random sample of 500 households with Shenyang sport lottery consumers to investigate its structural characteristics of Shenyang sport lottery consumers, and then to study consumers'psychology and consumer behavior. The results of investigation as follow:(1) In Shenyang customers of sport lottery, the proportion of males between ages 41 and 65 which have low education level is greater than others; the main occupation concludes workers and foreign workers; the proportion of average income of around 3000yuan of the sport lottery customers have accounted for 46.4%.(2) The purchasing motives of Shenyang sport lottery are the winning of the lottery and having fan; the sport lottery consumers usually increase the bet amount when a bigger jackpot turns up or the trend of the winning number is clearly.(3) Shenyang sport lottery consumers who have a simple understanding of lottery accounted for 44.4%; the purchase frequency of Shenyang sport lottery consumers is relatively stable; the most popular sport lottery is Super Lotto in Shenyang; the main place of purchasing is Sport Lottery POS; the way of purchasing is based on choosing the number by their own way, and it accounted for 76.6%.Proposal:The management department of Sport Lottery should set up publicity efforts of non-profit public and entertainment, lead a rational consumption, and actively guide the buying sentiment and interest of the high-protected and high-income group; Through the management department should increase the way of buying Sport Lottery and develop the interest of females and older consumers in order to stimulate the consumers "purchasing desire". The executives of Sport Lottery need to focus on improving competitiveness of the Sport Lottery market, through highlighting its unique features and strengthening the brand construction to stabilize and expand consumer groups of Sport Lottery.