Perfil de consumo do sócio-torcedor do Paraná Clube: análise das preferências de compra dos associados em relação aos atuais e novos produtos

Abstract

Currently, the sport is a market that moves huge amounts and increasing, with a turnover around a trillion dollars per year worldwide and thirty one billion reais in Brazil. Within this market, emphasis on soccer with many of these sports’ billions of dollars in the country, however Brazil is still far to utilize its full potential. To maintain this growth, the sports marketing needs to be effective in their actions, valuing your consumer, identifying and knowing your profile to maximize the results of clubs through the expansion of sports consumption. This research sought to identify the profile of the Paraná Clube’s supporters and their buying behavior in relation to current and new products or services provided by the soccer club. It was performed a descriptive quantitative research, through questionnaires in a sample of 416 Paraná Clube’s supporters, during a club game in their stadium, besides an electronic version was available to supporters through social media. The main findings were that the paranista supporter is willing to consume more, receive more benefits in the association, have more choices of places to make their purchases of products with the brand of their team, being satisfied with the association plans and prices charged by them, but dissatisfied with the stadium’s structure, the sales place and products offered by the club.