Incidencia en el comportamiento del consumidor a través del uso de la imagen de una entidad deportiva: Caso "Barcelona Sporting Club"
Consumer behavior is related to multiple factors and external impulses that influence the buying process among these factors created the branding for products can be decisive when making decisions by consumers; the present work aims to deepen through field research the relationship between the two v...
| Autor Principal: | Romero Dávila, Evelin Karina |
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| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado: |
2015
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| Materias: | |
| Acceso en línea: |
http://dspace.ups.edu.ec/handle/123456789/10155 |
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| Sumario: |
Consumer behavior is related to multiple factors and external impulses that influence the buying process among these factors created the branding for products can be decisive when making decisions by consumers; the present work aims to deepen through field research the relationship between the two variables taking as a case study Brand Barcelona Sporting Club. The results of the implementation of the study population of 20-40 years in the sector were conclusive Quitumbe to define the consumption behavior of the population is defined not only by the brand Barcelona Sporting Club; non-sport-related products are direct replacements that meet the expectations of the brand for their particular attributes and use they have for each person.
It identifies the time consumers have a level of reasoning when buying, especially products that are necessities, sport accessories, tuning cars except sportwear and especially the official team jerseys; this feature suggests a differential behavior by consumers between goods that have the brand Barcelona Sporting Club but are directly related to the sport of soccer and participation of Barcelona in the national tournament, while consumers using the brand , as it represents a symbol that fans are identified. |
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