Globally, sporting activity is associated with mega-events that create the feeling of
integration hence contributing to cultural exchange. Sporting events such as the FIFA World Cup
and the Olympics contribute greatly to the development of the hospitality industry in the host
countries. FIFA World Cup, in particular, has an international scale involving 209 nations
(Duvall & Guschwan, 2013). Having wide popularity, the tournament has a strong influence that
is depicted through generous donations that various organizations pay for consideration as the
official sponsors of the tournament. Thousands of people travel from various places of the world
to be part of the FIFA World Cup event and this result in large profits made by the hospitality
industry of the host country as the consumer base increases.
Demographics of the Audience
The forthcoming 2022 FIFA World Cup will help in Qatar since the country has
successfully won the bid to conduct the event. The event is going to attract thousands of people
all over the globe. It is apparent there will be a population pressure in the country that will have
to accommodate each nuke and corner of the ten nominated stadiums for the event (Brannagan &
Giulianotti, 2014). The majority of these people would be migrant fans, who plan to travel to
Qatar. The identified business opportunity being the provision of uber and tax service, it is
anticipated that the business would serve about five thousand customers during the entire period
of the event. These would be basically the migrant fans from various parts of the world. Most of
them would be accommodated in the big hotels in the city of Doha and they will be moving from
one stadium to another to watch the football matches and return back to the accommodation area
as they retire for the day. It is anticipated that the fans will be of different ages, gender, race, and
culture and they be served diligently without favor.
CONSUMER ANALYSIS: FIFA WORLD CUP 3
Primary Behavioral Motivations
FIFA World Cup is a mega-event that has a significant influence on the emotions and the
interests of people irrespective of their race, gender, or age (Allen, 2017). The target audience of
the event comprises active and passive spectators. These groups of spectators have different
motivational factors that should be put into consideration by the hospitality industry. Notably,
performance objectives in competitions are the obvious reasons for engaging in competitive
sports, which involve challenging oneself to achieve individual goals. Moreover, it is debated
that individuals with a great interest in FIFA World Cup sports are ready to part with huge
amounts of money to travel from one place to another to watch the games in the stadiums and
feel the atmosphere. These people believe that travels contribute significantly to the whole event
as their presence in the stadium motivates the players (Kassens-Noor, 2018). In this regard, big
events such as the FIFA World Cup provide an opportunity for taxi and Uber drivers to transport
people. For instance, in the 2022 FIFA World Cup in Qatar, there will be thousands of tourists
who will need to ride from the airports to the lodges and hotels in Qatar or from their hotels to
the stadiums. Due to much fun, there will also be excessive alcohol consumption and thus, the
tourists who would have drunk too much will need someone to drive them from place to place.
Political Environment
The major objective of Qatar regarding the FIFA World Cup is to welcome everyone to
the event, create an inclusive experience for all local communities, attendees, and participants,
and build bridges for cultural understanding. In this regard, the country has taken the necessary
steps that guarantee everyone a discrimination-free environment in which no repercussions are
likely to be faced by anyone exercising their right during the event. For instance, Qatar has
established detailed security personnel that focus on various areas including the use of force, the
CONSUMER ANALYSIS: FIFA WORLD CUP 4
rights of human rights advocates and media representatives as well as non-discrimination. In a
nutshell, Qatar has currently a high political stability and thus, tourists will feel at home and
move comfortably from one place to another as they enjoy the 2022 FIFA World Cup.
Social and Cultural Aspects
Qatar has created stadium designs that reflect the Arab region and the country's cultural
heritage. The government of Qatar has also put up measures to disseminate educational materials
about the country's cultural aspects of stadium designs to foreigners. The government also
focuses on the expansion of Bassma22 which commissions all artists in the country to create
public art installations for the tournament. In this regard, visitors will feel appreciated and they
will move from one stadium to another to learn more.
Available Media
It is apparent that the attendees of the 2022 FIFA World Cup in Qatar will be from
different parts of the world. They will be speaking different languages of which it might difficult
to understand. In this regard, the effective communication media to use when speaking with
customers with the language barrier is to use pictorial presentations detailing the services
provided. Visitors with no language barrier will be addressed verbally in a polite manner.
FIFA World Cup competitions mobilize a significant number of people globally to either
participate in playing soccer or become loyal fans. The event various cultures, ethnicities, and
creeds from all over the world in the stadiums or in front of the T.V sets, acting as one organism
in support of their idols. The tournament gives people the opportunity to share the same emotions
and create a mutual bond during the match time
CONSUMER ANALYSIS: FIFA WORLD CUP 5
References
Allen, D. (2017). ‘The successes and challenges of hosting the 2010 FIFA World Cup’: The
case of Cape Town, South Africa. Ethnicity and Race in Association Football, 114-
124. https://doi.org/10.4324/9781315094304-8
Brannagan, P. M., & Giulianotti, R. (2014). Qatar, global sport and the 2022 FIFA World
Cup. Leveraging Legacies from Sports Mega-Events, 154-
165. https://doi.org/10.1057/9781137371188_14
Duvall, S., & Guschwan, M. C. (2013). Commodifying global activism and racial unity during
the 2010 FIFA World Cup. Communication, Culture & Critique, 6(2), 298-
317. https://doi.org/10.1111/cccr.12014
Kassens-Noor, E. (2018). Managing transport at the football World Cup. Managing the Football
World Cup. https://doi.org/10.1057/9781137373687.0013