Análisis de la percepción de la hinchada de Patriotas F.C. acerca de las estrategias de marketing implementadas por el club

Abstract

The sports industry has grown exponentially over the last few centuries and has become an instrument of entertainment and amusement for all spectators. Soccer is one of the sports that has been part of this growth and today there are different aspects that make it up and that have led it to be the sport that has more consumers around the world. In Colombia, soccer, as in the rest of the continent, has grown as an industry and therefore it is essential to carry out a study of those components that have influenced this growth. Marketing strategies have been a key factor for soccer in Colombia having greater acceptance and greater recognition worlwide, and therefore this study is focused on one of the soccer teams that in recent years has had greater acceptance in the department of Boyacá.The purpose of this study is to analyze the perception that the fans have about the marketing strategies used by Patriotas F.C. It is sought that through different instruments of information collection such as surveys, interviews, to known what the fans of Patriotas F.C. and in general peope in Boyaca think about the strategies implemented. In addition, a complete analysis of the club's marketing strategies is carried out and, from this, a comparison is made with the strategies implemented by leading national and international soccer teams.Thus obtaining key results that will help us to conclude whether the marketing strategies of Patriotas F.C. are having a great reception and a positive impact on their fans, attracting them more to the club and making them loyal or, on the contrary, are having a negative impact and are alienating more and more fans of the club.