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Um estudo exploratório sobre os fatores motivacionais do consumidor desportista
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Orientador(es)
Resumo(s)
A presente dissertação é sobre o comportamento do consumidor desportista.
Pretende-se compreender quais são os fatores motivacionais que influenciam a frequência com que os consumidores correm. Para tal, em primeiro lugar, abordou-se a temática do comportamento do consumidor desportista. Em segundo, estudou-se as motivações que o levam a correr, no mercado Português e no mercado Brasileiro.
Com base no modelo E-O-R (Estímulo-Organismo-Resposta), investigou-se em que medida os fatores externos e internos (E) estimulam o consumidor (O) na sua frequência de corrida (R).
Realizou-se um estudo de natureza quantitativa, através de um questionário, com base numa amostra por conveniência, nas redes sociais.
Os resultados revelam que os consumidores do sexo masculino com idades mais avançadas são levados a correr mais de uma vez por semana, comportamento influenciado pela culpabilidade de não correrem. Foram encontradas influências positivas das caraterísticas sociodemográficas (idade e sexo), sobre a frequência da corrida. As conclusões refletem a importância dos marketeers terem em conta o perfil e motivos pelos quais os consumidores correm, de forma a promoverem a corrida como um estilo de vida, que traz bem-estar, satisfação e prazer a quem a pratica.
The present dissertation is about the behaviour of sportsman consumer. The purpose is to understand which are the motivational factors that influence the frequency of consumers running. To do so, a first approached to the thematic of sportsman consumer behavior took place. Second, it was studied the motivational factors that lead him to run, both on the Portuguese and the Brazilian markets. Based on the S-O-R model (Stimulus-Organism-Response), it was investigated how the external factors and internal factors (S) stimulate consumer (O), on his running frequency (R). Through a questionary a study of quantitative nature, was conducted, based on a convenience sample, on the social networks. The results reveal that male consumers with older ages are lead to run more than once a week, a behaviour that is influenced by the guilty feeling of not running. Positive influences of sociodemographic characteristics were found (age and sex) on the running frequency. The conclusions reflect the importance of marketeers to attend the profile and motives due to why consumers run, in order to encourage running as a well-being, satisfaction and pleasure lifestyle for those who practice it.
The present dissertation is about the behaviour of sportsman consumer. The purpose is to understand which are the motivational factors that influence the frequency of consumers running. To do so, a first approached to the thematic of sportsman consumer behavior took place. Second, it was studied the motivational factors that lead him to run, both on the Portuguese and the Brazilian markets. Based on the S-O-R model (Stimulus-Organism-Response), it was investigated how the external factors and internal factors (S) stimulate consumer (O), on his running frequency (R). Through a questionary a study of quantitative nature, was conducted, based on a convenience sample, on the social networks. The results reveal that male consumers with older ages are lead to run more than once a week, a behaviour that is influenced by the guilty feeling of not running. Positive influences of sociodemographic characteristics were found (age and sex) on the running frequency. The conclusions reflect the importance of marketeers to attend the profile and motives due to why consumers run, in order to encourage running as a well-being, satisfaction and pleasure lifestyle for those who practice it.
Descrição
Mestrado em Marketing
Palavras-chave
Marketing Desportivo Comportamento do Consumidor Desportista Modelo Estímulo-Organismo-Resposta Motivação Self-determination Theory (SDT) Sports Marketing Behaviour of Sportsman Sonsumer Motivation
Contexto Educativo
Citação
Pereira, Carlota Maria Marques da Silva (2015). "Um estudo exploratório sobre os fatores motivacionais do consumidor desportista". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão