Segmentación psicográfica y marketing deportivo

• Autores: Roberto Luna Arocas
• Localización: Revista de psicología del deporte, ISSN-e 1988-5636, ISSN 1132-239X, Vol. 7, Nº 2, 1998, págs. 121-134
• Idioma: español
• Enlaces
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• Dialnet Métricas: 6 Citas
• Resumen

  • La segmentación psicográfica utiliza variables sociales, subjetivas y simbólicas como medio de dividir a los consumidores en grupos más homogéneos. Con ello se consigue una mayor eficacia en las acciones estratégicas del marketing deportivo. La revisión de la literatura sobre los estilos de consumo y las tipologías de compra marca la relevancia de dichos planteamientos en la psicología del consumidor actual. La segmentación motivacional de una muestra de usuarios de un Centro Deportivo es utilizada para guiar de modo estratégico la toma de decisiones del directivo o gerente deportivo.

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