Análisis de la lealtad del consumidor hacia las marcas deportivas en la ciudad de Bogotá

Abstract

Sports marketing is understood as the varied activities that have been designed in order to meet the needs of sports consumers, through exchange processes. Within this type of marketing several approaches have been developed but this research will focus especially on the marketing of sports products and services, aimed at sports consumers. In sports marketing, there are different variables that, when related to each other in a positive way, affect the consumer's intention to buy, these variables are: brand value, satisfaction, trust and loyalty to the brand (Villarejo & Martín, 2007). Taking into account the above, the following investigation aimed to analyze the loyalty of consumers towards sports brands in the city of Bogotá, in addition to the sports consumer of the city was characterized, the characteristics of preferred sports brands by the sports consumers, a scale of measurement of consumer loyalty towards sports brands was also adapted and finally the degree of satisfaction of these same consumers was measured. A questionnaire applied to 300 people from the aforementioned city was used as a tool, in which the aforementioned variables were taken into account, which affect the consumer's intention to purchase, the scope of the questionnaire application was consumers Sports in the city of Bogotá, that is, all those people who buy clothes and sports equipment exclusively in the city of Bogotá and who are of legal age. Subsequently, the data was processed in the Statgraphics software, obtaining the demographic data of the population, the correlation between the variables, results in tables, graphs and figures for their understanding. One of the conclusions obtained shows the strong moderate relationship between the brand value and the loyalty of a consumer towards a sports brand. Finally, there is a discussion of the importance of the results obtained and how sports brands could use this information to increase their income by strengthening the relationship of loyalty with their consumers. This degree work belongs to the organizational management research line.