As the sport products are getting pervasive in daily life, we shouldnt overlook the power of Sportsumers meaning consumers who purchase sport products. This book gives us managerial guidelines how to approach the sport market by analyzing consumption pattern toward sport products, consumers motives participating in sport activities by their personalities, interrelation between motives & personalities, and decision factors when purchasing sport products. In this book, it is possible to see the potential value of sport industry through understanding how personalities and motives of...