Abstract
The purposes of this study are threefold: 1) To analyze the needs and wants of the sport consumer through the data from the questionnaire, 2) To clarify the all factors affecting the sport consumer's behavior, 3) To discuss the strategies of the sport marketing in private sector. The main results are as follows : 1) There were some benefit factors which were needed to sport consumer; promotion, program, instructor, service exetentions and facility hard-ware, 2) There were relations between the characteristics of the sport consumer's behavior and the demografic factors, 3) Benefits expected to the sport consumer wewe different in each of sport facilities in private sector.
