Introduction The objective of the thesis is to construct a segmentation of betting consumers in Denmark, where any differences and similarities between consumers are desired to be enlightened. The choice of objective stems from relatively limited research of betting on the Danish betting market prior to the thesis as well as a personal motivation to research whether the overwhelmingly positive discourse towards betting in fact causes mental health issues for some consumers. The thesis is based on peer-reviewed academic literature to form a contextual description prior to the thesis analysis of danish betting consumers. Methodology The thesis methodology is characterized by a qualitative and quantitative method due to critical rationalism. The qualitative method is utilized prior to the quantitative method. The qualitative method is represented as a semi-structured focus group interview. The quantitative method is represented as an online survey. The analysis consisted primarily of a structural equation modeling analysis and cluster analysis, where the data processing was conducted in Microsoft Excel, SPSS and AMOS. Results The results of the SEM analysis shows that the consumers intention of betting is affected positively by the attitude. The attitude is positively affected by the consumers commitment, internal motivation and use of cognitive capabilities. Social motivation and feelings cause a negative effect on the consumers intention of betting. Based on the cluster analysis, three segments were represented. The analytical gamblers, the emotional gamblers, and the rational gamblers. Implications In the discussion, it is argued that football clubs have an ethical responsibility towards their primary external stakeholder, the fans, to ensure their well-being when the football clubs promote betting. Furthermore, given the potential negative impact that betting can have on the consumers, it is relevant to examine exact factors that may cause the consumer into addictive and mental imbalance in future research. The incentive for this is to develop practical tools to prevent betting from becoming a problem for consumers.
|Educations||MSc in Economics and Marketing, (Graduate Programme) Final Thesis|
|Number of pages||92|