Original Research

Sport consumption patterns in the Eastern Cape: Cricket spectators as sporting univores or omnivores

Kelcey Brock, Gavin Fraser, Ferdi Botha
Journal of Economic and Financial Sciences | Vol 9, No 3 | a64 | DOI: https://doi.org/10.4102/jef.v9i3.64 | © 2016 Kelcey Brock, Gavin Fraser, Ferdi Botha | This work is licensed under CC Attribution 4.0
Submitted: 18 December 2017 | Published: 03 December 2016

About the author(s)

Kelcey Brock, Department of Economics and Economic History, Rhodes University, South Africa
Gavin Fraser, Department of Economics and Economic History, Rhodes University, South Africa
Ferdi Botha, Department of Economics and Economic History, Rhodes University, South Africa

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Abstract

Since its inception, consumption behaviour theory has developed to account for the important social aspects that underpin or at least to some extent explain consumer behaviour. Empirical studies on consumption behaviour of cultural activities, entertainment and sport have used Bourdieu’s (1984) omnivore/univore theory to investigate consumption of leisure activities. The aim of this study is to investigate whether South African cricket spectators are sporting omnivores or univores. The study was conducted among cricket spectators in the Eastern Cape at four limited overs cricket matches in the 2012/2013 cricket season. The results indicate that consumption behaviour of sport predominantly differs on the grounds of education and race. This suggests that there are aspects of social connotations underpinning sports consumption behaviour within South Africa.

Keywords

Consumption; sport; univores; omnivores; social connotations

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