Impacto de una estrategia de marketing deportivo en la intención de afiliación de consumidores a un club de fútbol tradicional de la ciudad de Trujillo, en el 2018 (Tesis Parcial)

ABSTRACT
\nIn recent years, Peru has been one of the countries that has grown the most economically in the
\nregion, sports trade is one of the sectors that has come to progress considerably. An example of this
\nis the classification of the Peruvian Soccer Team to the World Cup of Russia, which has a greater
\ninterest in the consumption of sportswear, as well as different badges related to the representative
\nteam of this sport in our country.
\nIn the last quarter of 2017, the sale of t-shirts and costumes multiplied. In addition, it has served for
\nbanks in the banking sector to sponsor the Peruvian national team and players, and point out their
\nstrategies to penetrate the mass segments across the globe.
\nSoccer is considered a business model with a clear marketing presence, which serves as an effective
\ntool to sell a brand based on the passion it has for the part of the fans and fans of the club.
\nThe present investigation was carried out in order to determine to what extent a sports marketing
\nstrategy impacts the attention of the affiliation of consumers to a soccer club in the city of Trujillo, in
\n2018, and the percentage of acceptance of the strategy of proposed marketing linked to the behavior
\nof the Trujillo consumer.
\nThis research is Non experimental, descriptive and transversal, due to the fact that phenomena were
\nobserved as they were in context, data was collected in a single moment and in a single time, to later
\nanalyze the results in order to support future investigations. For this purpose, we used a sample of
\n384 people from the city of Trujillo, between the ages of 20 to 59, all of them according to an
\nestablished consumer profile.
\nThe data obtained were tabulated, disseminated through a univariate analysis of frequencies and
\npresented in tables and statistical graphs, obtaining results such as the strategy of sports marketing
\nwere accepted in 77.5%, which evidences an impact on the purchase intention of affiliations of a
\nfootball club in the city of Trujillo, in the year 2018.

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