| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.14 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A prática de desporto tem aumentado significativamente em Portugal, motivado por uma crescente consciencialização de um estilo de vida saudável. A associação da moda aos produtos de desporto tem resultado numa maior oferta e também num maior interesse dos consumidores na aquisição deste tipo de artigos, quer seja para prática desportiva quer seja como complemento de um estilo. Os consumidores são cada vez mais exigentes e não reagem ativamente a promoções despersonalizadas, pois são constantemente inundados por informação e campanhas. É fundamental que as empresas conheçam os seus consumidores e direcionem as suas estratégias para as suas preferências. Para tal, é necessário traçar um perfil dos consumidores portugueses e perceber os seus comportamentos de consumo. A escala PSISP- Purchaser Style Inventory for Sport Products (S. Bae et al., 2009) foi aplicada num questionário distribuído através das redes sociais e obtiveram-se 786 observações de consumidores portugueses de produtos de desporto. Os dados foram analisados em SPSS, para a comparação entre grupos foi utilizada a one-way ANOVA e para a formação de clusters foi o escolhido método de Ward. Observam-se diferenças significativas nesta população em termos de género, idades, estado civil, região de habitação e frequência de atividade física. É possível ainda definir 6 segmentos de comportamentos homogéneos de consumo de produtos de desporto. Este estudo possibilita que as empresas identifiquem os perfis dos seus consumidores e definam estratégias de marketing orientadas e adaptadas às suas características.
The practice of sport has been increasing substantially in Portugal, motivated by the awareness of a healthy lifestyle. The combination of fashion to sport products, has result in more supply and greater interest in buying this type of goods, whether for sports or as a fashion style complement. The consumers are even more demanding, and they don’t actively react to depersonalized offers, as they are constantly overwhelmed with information and promotions. It is crucial that the companies know their consumers and focus their strategies to the consumer’s preferences. To do so, it is necessary to draw a profile of the portuguese consumers and understand their consumer behaviours. The PSISP- Purchaser Style Inventory for Sport Products (S. Bae et al., 2009) was employed in a survey shared on social networks and 786 observations were obtained from Portuguese consumers of sport products. The data was analyzed in SPSS, one-way ANOVA was used to compare between groups and Ward method was chosen to develop clusters. Significant differences are observed in this population in gender, age, marital status, region and frequency of sports practice. It is also possible to determine 6 homogeneous segments in terms of consuming behaviour of sport products. This study enables companies to identify the profile of their consumers and define marketing strategies directed and adapted to their characteristics.
The practice of sport has been increasing substantially in Portugal, motivated by the awareness of a healthy lifestyle. The combination of fashion to sport products, has result in more supply and greater interest in buying this type of goods, whether for sports or as a fashion style complement. The consumers are even more demanding, and they don’t actively react to depersonalized offers, as they are constantly overwhelmed with information and promotions. It is crucial that the companies know their consumers and focus their strategies to the consumer’s preferences. To do so, it is necessary to draw a profile of the portuguese consumers and understand their consumer behaviours. The PSISP- Purchaser Style Inventory for Sport Products (S. Bae et al., 2009) was employed in a survey shared on social networks and 786 observations were obtained from Portuguese consumers of sport products. The data was analyzed in SPSS, one-way ANOVA was used to compare between groups and Ward method was chosen to develop clusters. Significant differences are observed in this population in gender, age, marital status, region and frequency of sports practice. It is also possible to determine 6 homogeneous segments in terms of consuming behaviour of sport products. This study enables companies to identify the profile of their consumers and define marketing strategies directed and adapted to their characteristics.
Description
Keywords
Perfil consumidores Artigos de desporto Decisão de compra Comportamento do consumidor PSISP Purchaser style inventory for sport products Consumer profile Sport products Buying decision Consumer behaviour Purchaser style inventory for sport products