A percepção de torcedores de futebol frente às ações do marketing esportivo.

Abstract

Actions of sports marketing play an important role on the fans as consumers, acting directly on your passion. With effective action clubs can improve relationships with their football fans, keeping them happy, so that raises the demand for consumption of products from clubs. The research aimed to diagnose the perception of the fans of football clubs - participants of the Brazilian championship series A and B of 2011 - before the marketing tools used in soccer and their involvement in clubs. To this was carried out a survey research, that is the use of questionnaires, made available through the online tool Google Docs in communities related to football clubs, in the social networking site Orkut. The sample consisted of 4,838 football fans, where each one answered about 40 questions, 28 closed questions mandatory, not mandatory 16 closed questions, a space for the fans to put your e-mail, if it wished to receive the results of the work, and a space for its consideration, if indeed consider relevant. The work provides potential means for football clubs to increase customer loyalty and strengthen your understanding of the role of sports marketing tools, to the perception and customer satisfaction.