Validating an old classic: Deconstructing the sporting pyramid using Holt's Typology of Consumption
Faculty of Business and Law
School of Marketing, Tourism and Leisure
The purpose of this study is to revisit Holt's (1995) seminal treatise – How consumers consume: A typology of consumption practices. Whilst Holt implies that this theory applies to all consumption activities his data was exclusively the consumption of national baseball in the United States of America. The limited nature of Holt's research: one location, one country, one sport, and one level of sport suggests further investigation of this theory in different settings may be insightful. In this study we look at different sports, at different levels, and in an Australian context. Overall, our findings confirm the usefulness and applicability of Holt's typology in an Australian sporting context, however, our study identified that there are factors that must be considered at different levels of participation, particularly relating to the consumer's relationship with the participants.