Bibliographic citations
Arévalo, G., Guillermo, J. (2018). Impacto de una estrategia de marketing deportivo en la intención de afiliación de consumidores a un club de fútbol tradicional de la ciudad de Trujillo, en el 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/13419
Arévalo, G., Guillermo, J. Impacto de una estrategia de marketing deportivo en la intención de afiliación de consumidores a un club de fútbol tradicional de la ciudad de Trujillo, en el 2018 [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/13419
@misc{renati/523050,
title = "Impacto de una estrategia de marketing deportivo en la intención de afiliación de consumidores a un club de fútbol tradicional de la ciudad de Trujillo, en el 2018",
author = "Guillermo Guanilo, John Guido",
publisher = "Universidad Privada del Norte",
year = "2018"
}
In recent years, Peru has been one of the countries that has grown the most economically in the region, sports trade is one of the sectors that has come to progress considerably. An example of this is the classification of the Peruvian Soccer Team to the World Cup of Russia, which has a greater interest in the consumption of sportswear, as well as different badges related to the representative team of this sport in our country. In the last quarter of 2017, the sale of t-shirts and costumes multiplied. In addition, it has served for banks in the banking sector to sponsor the Peruvian national team and players, and point out their strategies to penetrate the mass segments across the globe. Soccer is considered a business model with a clear marketing presence, which serves as an effective tool to sell a brand based on the passion it has for the part of the fans and fans of the club. The present investigation was carried out in order to determine to what extent a sports marketing strategy impacts the attention of the affiliation of consumers to a soccer club in the city of Trujillo, in 2018, and the percentage of acceptance of the strategy of proposed marketing linked to the behavior of the Trujillo consumer. This research is Non experimental, descriptive and transversal, due to the fact that phenomena were observed as they were in context, data was collected in a single moment and in a single time, to later analyze the results in order to support future investigations. For this purpose, we used a sample of 384 people from the city of Trujillo, between the ages of 20 to 59, all of them according to an established consumer profile. The data obtained were tabulated, disseminated through a univariate analysis of frequencies and presented in tables and statistical graphs, obtaining results such as the strategy of sports marketing were accepted in 77.5%, which evidences an impact on the purchase intention of affiliations of a football club in the city of Trujillo, in the year 2018.
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