Análise do comportamento do consumidor ciclista na cidade de Goiânia-GO, Brasil : um estudo comparativo
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Data
2019
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O ciclismo é, principalmente, uma atividade aeróbica, o que pode melhorar o nível
geral de condicionamento físico, bem como o aumento da aptidão cardiovascular, aumento da
força e flexibilidade muscular, melhor mobilidade articular, diminuição dos níveis de
estresses, melhor postura e coordenção, preservação ou evitar doenças e redução da ansiedade
e depressão. O objetivo geral da pesquisa foi analisar e identificar o perfil do consumidor
ciclístico da cidade de Goiânia, capital do Estado de Goiás, Brasil, bem como identificar na
literatura, quais as características da prática de ciclismo, o perfil genérico do consumidor de
bicicleta, os benefícios que induzem à prática do ciclismo, o processo de decisão de compra
do consumidor e as influências da bicicleta relacionada aos ciclistas de Goiânia. O modelo
proposto teve as seguintes dimensões: comportamental, ambiental e mercado. Trata-se de um
estudo bibliográfico, descritivo e exploratório com base em fontes de uma pesquisa empírica
realizada entre os meses de outubro e novembro de 2017. Foram utilizados dois instrumentos
metodológicos; o primeiro foi um questionário aplicado a 306 respondentes, contendo 30
perguntas fechadas e abertas, por meio do aplicativo Google Forms, e o segundo um Roteiro
de Entrevista Semiestruturada com a participação de 18 ciclistas. Os resultados a partir das
duas abordagens, indicaram que o consumidor de bicicleta em sua maioria é de classe “C”,
com renda entre 3 a 5 salários mínimos (23,2%), comunhão estável, disposto a comprar uma
bicicleta pela funcionalidade, tendo a influência de amigos, possui curso de graduação e/ou
pós-graduação, afirmaram não ter recebido direta influência da marca. Consideram que a
pratica do esporte proporciona prazer de estar na natureza; melhoria do condicionamento
físico/humor e evitar o estresse.
Cycling is primarily an aerobic activity, which can improve overall fitness, as well as increased cardiovascular fitness, increased muscle strength and flexibility, better joint mobility, decreased stress levels, better posture, and coordination. preserving or preventing disease and reducing anxiety and depression. The general objective of the research was to analyze and identify the profile of the cyclist consumer of the city of Goiânia, capital of the state of Goiás, Brazil, as well as to identify in the literature, what are the characteristics of the cycling practice, the generic profile of the bicycle consumer, the benefits that induce cycling, the consumer buying decision process and the bicycle-related influences of Goiânia cyclists. The proposed model had the following dimensions: behavioral, environmental and market. This is a bibliographical, descriptive and exploratory study based on sources from an empirical research conducted between October and November 2017. Two methodological instruments were used; The first was a questionnaire applied to 306 respondents, containing 30 closed and open questions through the Google Forms application, and the second was a Semi-Structured Interview Guide with the participation of 18 cyclists. The results from both approaches indicated that the bicycle consumer is mostly class “C”, with income between 3 and 5 minimum wages (23.2%), stable communion, willing to buy a bike for functionality, Having the influence of friends, has undergraduate and / or postgraduate, said they have not received direct influence from the brand. They consider that the practice of sport provides pleasure to be in nature; improving fitness / mood and avoiding stress.
Cycling is primarily an aerobic activity, which can improve overall fitness, as well as increased cardiovascular fitness, increased muscle strength and flexibility, better joint mobility, decreased stress levels, better posture, and coordination. preserving or preventing disease and reducing anxiety and depression. The general objective of the research was to analyze and identify the profile of the cyclist consumer of the city of Goiânia, capital of the state of Goiás, Brazil, as well as to identify in the literature, what are the characteristics of the cycling practice, the generic profile of the bicycle consumer, the benefits that induce cycling, the consumer buying decision process and the bicycle-related influences of Goiânia cyclists. The proposed model had the following dimensions: behavioral, environmental and market. This is a bibliographical, descriptive and exploratory study based on sources from an empirical research conducted between October and November 2017. Two methodological instruments were used; The first was a questionnaire applied to 306 respondents, containing 30 closed and open questions through the Google Forms application, and the second was a Semi-Structured Interview Guide with the participation of 18 cyclists. The results from both approaches indicated that the bicycle consumer is mostly class “C”, with income between 3 and 5 minimum wages (23.2%), stable communion, willing to buy a bike for functionality, Having the influence of friends, has undergraduate and / or postgraduate, said they have not received direct influence from the brand. They consider that the practice of sport provides pleasure to be in nature; improving fitness / mood and avoiding stress.
Descrição
Orientação: Maria Isabel Alves Duarte ; co-orientação: Ana Cláudia Camargo
Palavras-chave
MESTRADO EM GESTÃO DE EMPRESAS, GESTÃO DE EMPRESAS, ESTUDOS DE CASO, COMPORTAMENTO DOS CONSUMIDORES, CICLISMO, MERCADOS, BRASIL, BUSINESS MANAGEMENT, CASE STUDIES, CONSUMER BEHAVIOUR, MARKETS, BRAZIL