Resumo

CRISSIEN, Billy; CORTES, Omar Fernando  e  SANDOVAL, Marithza. Rofile of active and final users of sport clubs in Bogota. Rev. esc.adm.neg [online]. 2010, n.68, pp.134-153. ISSN 0120-8160.

This article is the result of a research made to establish behavioral features of sport clubs consumers in the city of Bogota, specifying demographic and psychographic features. It characterize and classify the groups of users in terms of socioeconomic level, educational level, marital status and job issues. Another important aim is to identify the consuming pattern of service offers at sport clubs, the motivational factors related with the loyalty of users towards clubs offering various sport disciplines, analyzing the particular case of professional teams fans. For this reason, a descriptive research was made applying 336 interviews to active and final users of sport clubs in the city of Bogota. The results show a differential profile for players and fans regarding lifestyle, healthy habits and interacting patterns with sport events. The fans of football professional teams have a profile similar to the final users of the clubs of any other disciplines, but giving evidence of a higher involvement level.

Palavras-chave : Sport Clubs; Active Users; Final Users; Consuming Behaviour; Psychographic Profile; Demographic Profile; Football Fans.

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