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Master's Dissertation
DOI
https://doi.org/10.11606/D.12.2013.tde-25032014-151006
Document
Author
Full name
Fernando Henrique Rossini
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2013
Supervisor
Committee
Toledo, Geraldo Luciano (President)
Crescitelli, Edson
Ramacciotti, Claudio
Title in Portuguese
Comportamento do consumidor: um estudo de decisão de compra de artigos esportivos
Keywords in Portuguese
Comportamento do consumidor
Marketing
Marketing esportivo
Abstract in Portuguese
A presente dissertação estudou o comportamento do consumidor esportivo, mais especificamente o consumidor de produtos ligados ao futebol, torcedores de Corinthians, São Paulo e Palmeiras. Após um referencial teórico que buscou as principais teorias de comportamento do consumidor e apontou as especificidades do mercado futebolístico, os resultados apontaram que os consumidores têm preferência por alguns atributos como a marca e a durabilidade do produto, em detrimento da distribuição e comunicação, que da forma como são feitas hoje não possuem importância significativa junto ao mesmo. A pesquisa ainda relatou que o consumidor tem dificuldade em identificar o produto licenciado em relação ao pirata e que quando a escolha é feita para presente e não para utilização própria, o produto licenciado tem uma participação maior na escolha.
Title in English
Consumer behavior: a study of purchase decision of sporting articles
Keywords in English
Consumer behavior
Marketing
Sports marketing
Abstract in English
This dissertation studied the behavior of the sport's consumers, more specifically the consumer products linked to football fans of Corinthians, Palmeiras and São Paulo. After a theoretical framework that sought the main theories of consumer behavior and pointed out the specifics of the football market, the results showed that consumers have a preference for certain attributes such as brand and product durability at the expense of distribution and communication, so that the how they are made today do not have significant importance next to it. The survey also reported that consumers have difficulty identifying the licensed product relative to the pirate and that when the choice is made for this and not for their own use, the licensed product has a larger share in the choice.
 
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Publishing Date
2014-03-26
 
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