O processo de decisão de compra dos consumidores de camisas não oficiais de futebol

Abstract

The present study aims to analyze the influence of sociocultural factors on the decision-making process of purchasing non-official football shirts, considering both external and internal influences such as cultural, familial, and socioeconomic factors. The research adopts a qualitative approach, employing data collection through interviews. Interviews were conducted with ten consumers in this market who make purchases with a certain frequency, aiming to gain a deeper understanding of the purchasing decision process by analyzing each of the five stages (recognizing the need, searching for information, weighing alternatives, making the purchase decision, and post-purchase behavior). The analysis of the results revealed the significance of external and internal influences on consumer behavior, including the accessibility of this product due to financial considerations, providing greater access to football culture, and the pursuit of authenticity. The findings contribute to a more profound understanding of the purchasing decision process for consumers of non-official football shirts, offering insights for more effective marketing strategies in this specific market.