Marketing esportivo e valor percebido: uma aplicação da análise conjunta nos programas Sócio Torcedor de clubes de futebol

Abstract

Football in Brazil, since its first departure in the 19th century, acquired several peculiarities, moving from an elite sport to a popular phenomenon. The sport is present in the everyday life of Brazilians, involving social and economic relations. In this way, marketing characteristics emerged in the modality, starting the Socio Fans Programs based on relationship marketing strategies as a way to bring the clubs closer to their fans. In the last three decades there has been a growth in of the sports marketing and of its professionalism, thus increasing the possibility of marketing through soccer provides and also the revenues the teams. The objective of this dissertation is to analyze the structure of perceived value by sociodemographic profile in the attributes used by classified clubs in the series A of the Brazilian Football Championship of 2016 in their Socio Fans Programs using the multivariate technique of Conjoint Analysis. It is justified the development of this research considering the relevance of football as a sport and in its market perspective. In 2015 the modality represented approximately 3680000 USD ofthe Brazilian GDP. This is a conclusive-descriptive and quantitative research, developed with primary data collected through a self-completed survey and the population was made up of fans from the selected teams. It is concluded that the attribute perceived with the highest value for the fans surveyed is the price, followed by discounts on tickets, benefits, advance purchase, inclusion of dependents and the least interest is in access to the privileged area.