Sociodemographic determinants of consumption: an analysis of the spectators of Pernambuco football

Abstract

The aim of the present study was to analyze the influence of sociodemographic variables on the consumption behavior of soccer spectators in Pernambuco. Characterized as a quantitative approach, predictive correlational type. The sample consisted of 967 spectators of the Pernambuco Soccer Championship from 2017 to 2019. Data were collected from an adapted questionnaire and analyzed using the SPSS Statistics 24. The results presented mostly male spectators, regarding the schooling, most had completed higher education and a family income of over R $ 5,000.00. The model with sociodemographic variables as predictors of product purchase was significant. Regarding the purchase of tickets, the sociodemographic variables did not obtain significant predictive values. Thus, it can be concluded that sociodemographic variables had a positive influence on the purchase of club products but were not significant in the purchase of tickets.

Keywords

• comportamento do consumidor
• futebol
• marketing
• esportes