Análisis sociodemográfico de la percepción de marca en un servicio deportivo públicodel target al buyer persona

  1. Mario Alguacil 1
  2. Josep Crespo-Hervás 2
  3. Carlos Pérez-Campos 1
  1. 1 Universidad Católica de Valencia San Vicente Mártir
    info

    Universidad Católica de Valencia San Vicente Mártir

    Valencia, España

    ROR https://ror.org/03d7a9c68

  2. 2 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Journal:
Retos: nuevas tendencias en educación física, deporte y recreación

ISSN: 1579-1726,  1988-2041

Year of publication: 2020

Issue: 37

Pages: 139-146

Type: Article

DOI: 10.47197/RETOS.V37I37.71707 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Retos: nuevas tendencias en educación física, deporte y recreación

Abstract

La percepción de marca es la forma de asegurar que los consumidores reciben la información que queremos transmitir, basada en nuestra estrategia de marketing. Pero hay que entender si las características sociodemográficas son un elemento por el cual las personas pertenecientes a los diferentes grupos de población perciben la marca de forma diferente, lo que justificaría la utilización de estrategias de marketing diversificadas para cada uno de estos grupos. Esto está de acuerdo con el cambio de paradigma que se está produciendo en el campo del marketing, en el que el target (los usuarios de servicios deportivos) ya no es suficiente para dirigir la estrategia debido a que es muy genérico, sino que lo que tenemos que hacer es identificar dentro de ese target a nuestro buyer, nuestro perfil de comprador ideal en función de diferentes características específicas. Este buyer persona es diferente del resto y por tanto requiere estrategias de marketing individualizadas para llegar a ellos de manera más efectiva. El objetivo de esta investigación es analizar la percepción de marca de los usuarios de un servicio deportivo público, para luego realizar un análisis comparativo basado en las características sociodemográficas de los usuarios con la intención de saber qué perfiles de usuarios perciben las variables de marca de forma diferente, lo que estaría sugiriendo la aplicación de diferentes estrategias de marca adaptadas a cada uno de ellos.

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