Marketing And Consumer Behavior

Marketing and consumer behavior

Introduction

I was constantly looking for sources of information in reliable search engines such as Google Academico, the reference, Renati, the online library of the University of Lima (Ultra) among others. Among these, the search engine that uses the most was the Ultra, since considering that this search engine is from the university, could access more information not only online but also could find some physical sources that could be useful. 

Use keywords such as "sports marketing" or "sports brands" to find general information, without taking reference to any brand or some country. This is why, investigating, considering that the sources to be used can be those published from 2014 onwards.

Developing

Sports marketing has generated a great change in sport. Today, the objectives of sports marketing are, earning money and meet the needs of consumers, through the promotion of products and brands. This source is important, since it will help us to understand how sports brands attract the public, what are the strategies they use so that consumers meet their needs through the purchase of products.

To search for the source, I used different search engines in which they could find scientific articles and magazines. For the most part, I found interesting articles in the Library of the University of Lima (Ultra) and also found different sources about sports marketing in different parts of the world, in different periods and the rise of brands.

Unfortunately, there were some good sources that had to be finally rejected because those that were published from 2014 can be used. 

Even so, I found one that talks about the beginning of one of the mergers in the most famous sports brands in the world, Nike-Jordan, which was published in 2015. This is titled: "David Falk: Some open issues for sports marketing". The strongest and most famous relationships that exist in the world of sport (Nike-Jordan), where one of the main builders of this merger was David Falk, former representative of one of the best players in the history of basketball, Michael Jordan.

This source will be important, since we can find information on the importance of having world sports figures to promote to a greater extent the products. In addition, we want to find what strategies used by sports brands so that consumers have preference for their products. E-commerce is one of the main causes of the retail trade revolution globally, although this activity is only part of a greater and deep change: the new consumer behavior. That is why we should talk better about the transformation of trade in the change of customer consumption habits.

The consumer is "a technological earthquake that wants everything here and now", therefore, trade transformation is necessary by linking the brand to the disposition of the consumer at any time. The source is relevant to research because it provides events, strategies and current affairs about the importance of brands in consumer behavior through technology and trade transformation in the face of change in customer consumption habits.

Branding does not consist that they buy you more than the competition, branding is that they feel that you are the only solution to their problems, that the consumer really feels that your brand can solve any type of doubt, any type of problem thatmay arise, that’s why it goes and purchase. According to Alonso Eduardo Veloz Arce, branding seeks and achieves the linking of several disciplines, which is the positioning of the brand within each consumer, managing to loyalty to them.

Branding is a process of doing and building a brand through the strategic administration of the total set of assets directly or indirectly linked to the name or logo that identify the brand influencing the value of the brand, both for the client and for thebrand owner of the brand. Knowing what branding is will help know the strategies that sports brands have in the market and how they influence consumer choice.

 One of the great challenges that companies are facing, at present, is linked to the adoption of new technologies to their respective businesses. “One of them is, without a doubt, the presence of the company on the Internet. There is a high sensation of distrust by users operating in such a medium. To deal with this problem, the so -called quality seals have been devised ”, such instruments will significantly reduce the feeling of distrust of the company in question.

The advance of technology has caused companies to enter the Internet. Companies that are not renewed or updated will be at a greater disadvantage, with which if they do. This is important for research, since it is a strategy by certain brands and that will have a great impact on people who handle virtual money to buy their products. According to Patricia San Miguel, companies are currently with new challenges, as well as strategies and adoption of new technologies, one of them is the demand for influencers in the labor market. 

The distrust of the users now called "it was humble" has generated that the brands personalize communication and do not think of communities, but in individuals, so they have to publish their messages as if listening to them a single consumer and using the big dataTo make advertising campaigns. The source is important for research work because it informs about the new strategy used by brands and the change of behavior towards the consumer, since having a new digital marketing strategy is an obligation to capture the consumption of adolescents.

conclusion

Once the keywords of the investigation were identified, I proceeded to enter the Ultra search engine of the Library of the University of Lima, where I entered scientific journals specifically on the topic "Sports Marketing" taking into account the magazines published in the last 5 years. Subsequently I identified the source that provided more information to my research. Finally, I selected the magazine: “Sports marketing and its main effects on consumer behavior” of 2018.

The objective of this article is to identify the relationship between sports advertising and preferences for the purchase of sports articles and supplies of customers attending the mall. It can provide us with relevant information, since it shows the possible sports purchase preferences on a certain population. It gives us an idea about the influential factor that motivates a person to buy a certain sports shoes of a certain brand.

It focuses on the use of Instagram social network with a primary tool in the development of a brand’s marketing strategy. It shows us the important role of social networks and influencers on young people when buying a shoe of a certain brand, and how these factors unconsciously influence the youth mind.