Ó o mêi: uma análise dos fatores socioculturais no comportamento do atleta amador de corrida de rua

Abstract

Street racing, a sector in constant progress, mainly in the large Brazilian capital cities, attract people who pursue personal growth, better health, well-being, goals’ achievement, making it their lifestyle. The general purpose of this work is to comprehend the influence of sociocultural factors in the behavior of consumers of events like street racing. The applied method is a qualitative research through interviews with nine amateur runners. The word amateur refers to runners who do not make street racing their day job, but consider them a sport and a healthy exercise for leisure and entertainment. This research contributes academically to the growth of the study area of consumer behavior in sports services by analyzing the purchase decision process and the socio-cultural variables that involve the decisions of amateur street racing athletes. In addition, it helps managers in the sports sector to develop work strategies with information on behavior, motivations, degree of satisfaction, influences, purchasing roles and post-purchase relationship of amateur runners. The results indicate that consumer’s needs are related to health, life quality and overcoming of their goals, with functional need being the most mentioned; the family has an influence with greater relevance for spouses and dating couples in relation to fathers or mothers, being the perception of the variables of reference groups and social class stronger. Moreover, the main aspects taken into consideration during the purchase process are: the race management company, price and route.