Modelo de comportamiento del consumidor respecto a la marca Barcelona en la ciudad de Guayaquil en el año 2019
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
A través de la información recopilada durante el proceso de la investigación se logró conocer el modelo de comportamiento de compra del consumidor respecto a la marca Barcelona en la ciudad de Guayaquil año 2019. Se realizó un estudio a través de diversas fuentes bibliográficas y teóricas; donde se utilizaron varias herramientas de investigación como las cuantitativas y cualitativas, estas herramientas fueron claves para obtener datos importantes como la entrevista el grupo focal y la encuesta. La información recopilada es de vital importancia para cumplir con los objetivos trazados para definir el modelo de comportamiento de compra de estos usuarios. Con esta investigación se pudo conocer que el equipo de fútbol Barcelona Sporting Club tiene un alto porcentaje de consumidores tanto hombres como mujeres. De estos consumidores se descubrió datos interesantes como que ellos en su gran mayoría prefieren pagar en efectivo, el resultado del equipo tiene una influencia moderada en sus compras, el comportamiento varía según la edad, gustos y preferencias. Estos datos sirven de ayuda a los fabricantes, proveedores o inversionistas que se ven interesados en el club deportivo, desean usar la marca Barcelona y venderlos a un público objetivo que compran este tipo de merchandising.
Through the information gathered during the research process, we were able to know the model of consumer purchasing behavior with respect to the Barcelona brand in the city of Guayaquil in 2019. A study was conducted through various bibliographical and theoretical sources; where several research tools were used, such as quantitative and qualitative, these tools were key to obtain important data such as the focus group, the interview and the survey. The information collected is of vital importance to meet the objectives set to define the model of purchase behavior of these users. With this investigation it was possible to know that the Barcelona Sporting Club football team has a high percentage of fans both men and women. From these consumers interesting data was discovered as they mostly prefer to pay in cash, the result of the team has a moderate influence on their purchases, the behavior varies according to age, tastes and preferences. These data help manufacturers, producers, providers or investors who are interested in the sports club, want to use the Barcelona brand and sell them to a target audience that buy this type of merchandising.
Through the information gathered during the research process, we were able to know the model of consumer purchasing behavior with respect to the Barcelona brand in the city of Guayaquil in 2019. A study was conducted through various bibliographical and theoretical sources; where several research tools were used, such as quantitative and qualitative, these tools were key to obtain important data such as the focus group, the interview and the survey. The information collected is of vital importance to meet the objectives set to define the model of purchase behavior of these users. With this investigation it was possible to know that the Barcelona Sporting Club football team has a high percentage of fans both men and women. From these consumers interesting data was discovered as they mostly prefer to pay in cash, the result of the team has a moderate influence on their purchases, the behavior varies according to age, tastes and preferences. These data help manufacturers, producers, providers or investors who are interested in the sports club, want to use the Barcelona brand and sell them to a target audience that buy this type of merchandising.
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Palabras clave
MODELO DE COMPORTAMIENTO, COMPORTAMIENTO DE COMPRA, MERCHANDISING, MARKETING DEPORTIVO