This research reveals distinct consumption interests in sports among Generation X women, indicating unique marketing strategies are needed.
This paper examines the sports consumption community of Generation X women. Building on recent papers on consumption communities ( Shoham & Kahle, 1996 ) and marketing sport services to Generation X ( Turco, 1996 ), we propose that Generation X women (opera-tionalized in this study as between the ages of 18 and 29) represent a distinct sport consumption community. Women from Generation X possess unique consumption interests and differ from other agegroups on opinion leadership for exercise and sport, personal values, and self-concept. The managerial and research implications arising from these findings are discussed.
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Shoham et al. (1997) studied this question.
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