Chapter 9Consumer behavior of women’s sports
Introduction
Before one can convincingly articulate and discuss the contemporary status of women pertaining to consumer behavior, marketing, and the theoretical underpinnings, a historical review can well-serve as a prerequisite step in understanding the essential factors that have contributed to the subjugation, marginalization, omission, and also progress and achievement of women in the multi-dimensional sport industry over recent centuries. Various social constraints (e.g., religion, cultural norms, political orientation) arbitrarily imposed by males have led to a vastly unequal, gendered sport landscape. It is unfortunate ...
