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Research on the Consumer Behaviors and Motivations of Customers in the Sports Lottery Market of Nanjing

WANG Ai-feng1, WANG Zheng-lun2, et al(1.Nanjing Institute of Physical Education, Nanjing, 210014)  
Through the methods of investigation, individual interview and mathematical statistics, the consumer behaviors and motivations of customers in the sports lottery market of Nanjing are studied and analyzed elaborately. The conclusion of the research shows: the frequency of purchase of most lottery consumers is one or two times per week; the sum of buying sports lottery is mainly limited in 20 RMB for consumers each time; the difference between the amount of consumers who select numbers with random based on computer and the amount of those who select by themselves is not apparent; most popular spots of buying lottery are sales places settled in roadside stores; leading consumer motivations include comprehensive pattern and corporality.
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