Browsing by Author "CEA VALENCIA, JORGE MAURICIO (Profesor(a) Correferente) JORGE MAURICIO"

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INFLUENCIA DE LOS DEPORTISTAS PROFESIONALES EN LA INTENCIÓN DE COMPRA DE LOS DEPORTISTAS DE AMATEAUR.
(2011-11) CANALES BAEZA, JOSÉ MANUEL; FERNÁNDEZ ROBIN, ERNESTO CRISTÓBAL (Profesor(a) Guía); CEA VALENCIA, JORGE MAURICIO (Profesor(a) Correferente) JORGE MAURICIO; SANTANDER A., PAULINA (Profesor(a) Correferente); Universidad Técnica Federico Santa María. Departamento de Industrias
Thisresearch workis to providedata and conclusionsabout how important itis to have,inmarketingcampaigns, athletes and the world's topathletesin professional sports,specifically to seetheir influence onpurchase decisionsthat consumers make.Forthis particular case, the research focuses onamateurathletes, so the research isdirectly aimed atinfluencingthe purchase decisionofamateurathletes.Toobtain the necessary informationwas conductedmarket research inamateursports competitions, namely Soccerand its derivatives,andTennis, which is mostlyconcentratedwherethefocusobjective of the survey.In the developmentof researchwas comparedvarious types ofamateurathletesabout theirresponses based oncertainvariablesof the athletesthat theyadmire orare basedsporting, and their purchase and consumptiondecisions, taking into accountthat consumption canbe adirectsportconsumptionas also sportsmediaconsumptionthat provide sports information.