Abstract

QUIROGA YUCRA, Diógenes Ismael. Análisis de los factores que toman en cuenta los Consumidores de indumentaria deportiva frente al Mercado Oferente del Municipio de Sucre. Investigación y Negocios [online]. 2017, vol.10, n.15, pp.156-170. ISSN 2521-2737.

The present research aims to know the factors that influence the purchase decision of the consumers of sports apparel in front of the supply market of the municipality of Sucre, with the purpose of generating business alternatives that improve commerce in our municipality and manage to satisfy the Needs of clients, for which it is indispensable to investigate, to know them and to understand their behavior. These consumers comprise the age of 18 to 30 years, because according to the study carried out by the Ministry of Education, Culture and Sport of Spain the age range mentioned above is ideal for practicing any type of sport. To carry out the present study it was necessary to investigate two populations: consumers of sports clothing of the municipality of Sucre and the owners of the different commercial stores of the municipality; A sample of 381 youngsters & adults and 59 commercial sportswear stores were obtained, for which survey design was done and direct observation was used; Then the collection and analysis of the information obtained. The most important results of the investigation were the following: The most practiced sports in the municipality are: Futsal, Football, Fitness, Hike / Trot and Volleyball; The sports garments or sports accessories used in the municipality are: Running Shoes, Men's Sport Walks, Futsal Slippers, Backpacks, Accessories and Equipment, Men's Shorts, Lifestyle Slippers; The brands most used by consumers of sportswear are: Adidas, Nike, Puma and different National Brands; Commercial stores renew their products when they go out of fashion and when they end their stock of merchandise; Commercial stores do not use media to publicize their products and offers; Especially social networks; The owners of the commercial stores select their products based on quality, recognized brands, fashion and price; The techniques most used to attract customers by the managers of commercial stores are the promotions when there is a change of sports season; There are some stores that offer sportswear and pirate sports accessories, half-use and imitation.

Keywords : Consumer; Consumer behavior; Consumer decision; Sports; Marketing strategies; Sports clothing; Marketing; Sports marketing; Strategic marketing; Operational marketing; Market; Target segment; Tastes and preferences.

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