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Percepções de Marca e Comportamento do Corredor de Rua

Document Citado por Related
Vincent
AutorJoana Ferreira Ahouagia - Marlusa de Sevilha Gosling - Marcelo Aureliano Monteiro de Andrade
CargoUniversidade Federal de Minas Gerais, Curso em Administração, MG, Brasil - Universidade Federal de Minas Gerais, Curso de Marketing e Estratégia, MG, Brasil - Universidade Federal de Minas Gerais, Curso em Administração, MG, Brasil
Páginas3-13
3
UNOPAR Cient., Ciênc. Juríd. Empres., Londrina, v. 16, n. 1, p. 3-13, Mar. 2015.
AHOUAGI, J.F.; GOSLING, M.S.; ANDRADE, M.A.M.
Joana Ferreira Ahouagia; Marlusa de Sevilha Goslingb*; Marcelo Aureliano Monteiro de Andradea
Resumo


          

          
          
 
            

           
        

Palavras-chave:
Abstract
The main purpose of this research was to identify the most related brands to road running, according to the perceptions of Belo Horizonte’s
road runners, besides verifying their main impressions about them. The behavior of these people in relation to the consumption decisions
between the several brands that operate in this business segment was also analyzed, as well as the compatibility between the organization
positioning strategies and the perceptions of the runners about it. With this goal, a qualitative exploratory research was conducted, using a
semi structured interview script with a convenience sampling. The desired interviewed prole was restricted to men and women with at least
one year of regular practice in road running and at least one participation in organized races at Belo Horizonte city in the last twelve months.
Among the main results, it was found a short list of brands associated to road running. In addition, it was veried a good positioning in the
market from some sporting goods brands, due to their successful marketing actions. The methodology is limited to indicate single facts, and
gives some directions to new researches, such as a deeper comprehension upon the strategies of the apparently successful brands. Finally, it is
not intended to impose generalizations of its conclusions to all the analyzed population.
Keywords: Road Race. Sport Marketing. Consumer Behavior.
Percepções de Marca e Comportamento do Corredor de Rua
Brand Awareness and Road Runners’ Consumer Behavior
a
b


1 Introdução
  

 
     
  

    
 
     

 



boom
        
 
          
         

     

       
  
       
       
      
      
        

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