Análise de aspectos qualitativos no comportamento de consumo dos corredores de rua de Fortaleza

Abstract

This study has as general objective to analyze the qualitative aspects present in the consumption behavior of Fortaleza Street runners. The aim is to identify the main motivations that influence the consumption of runners, identify key variables and the degree of influence of each of them in the runners consumer behavior and analyze the changes in consumer behavior from the beginning of the practice of race of street. Thus, theories of marketing and consumer behavior have been addressed, since its concept and characterization of several concepts, the decision process and the variables that influence consumer behavior. They were also raised data on consumption of urban spaces and street racing, involving the motivations of runners to practice this sport. The qualitative method was the basis for the development of this project. Regarding the methodological procedures, we used the depth interview, by a predetermined scheme based on theoretical survey questions. Thus, they interviewed ten runners street in Fortaleza, and later, the interviews were transcribed, analyzed and compared. The results indicate that, in fact, the runners have different motivations for the start of practice of running and consumption. They also have many variables and factors that influence their consumption habits sporting goods, some being more relevant than other factors in the decision-making process. It can be seen also changes in consumption patterns of most runners after the beginning of the practice of the race. Thus it can be seen that the internal and external factors and also motivation are relevant in the process of influence on consumption patterns of the runners, who also suffers significant changes over time.