A influência dos fatores macroambientais na decisão de compra do consumidor: uma análise do mercado fitness

• Autor(a) principal: Damasceno, Mariana Rocha
• Data de Publicação: 2014
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/26992
• topic: Comportamento do consumidor; Academias de ginástica; Espaços públicos - Exercícios

The concern about physical appearance and body health increases every day and so do the fitness market options. Once the need of a physical activity is recognized, during the purchase decision process, the costumer must research informations and reviews about the options available so he wont regret his choice. This decision is affected by macroenvironmental factors such as culture, economy, nature, politics and technology. The goals of this paper are investigate the reasons why people choose between fitness center and street assistance, identify the factors that attract or repulse the street athletes of the street assistance, evaluate the strategies to use the opportunities and overcome the threats of the street assistance. The research method applied was descriptive method and the data was collected by an online survey. The obtained results indicate that violence is the main repulsive factor among street assistance athletes, although this fact didn’t interfered on the amount of satisfacted athletes on street assistance which was higher than amount of satisfied fitness center athteles.