Análisis sociodemográfico de la percepción de marca en un servicio deportivo público: del target al buyer persona (Sociodemographic analysis of brand perception in a public sports service: from target to person buyer)


  • Mario Alguacil Universidad Católica de Valencia San Vicente Mártir
  • Josep Crespo-Hervás Universidad de Valencia
  • Carlos Pérez-Campos Universidad Católica de Valencia San Vicente Mártir


Palabras clave:

Percepción de marca, servicios deportivos, características sociodemográficas, target, buyer persona (Brand perception, sports services, sociodemographic characteristics, person buyer)


La percepción de marca es la forma de asegurar que los consumidores reciben la información que queremos transmitir, basada en nuestra estrategia de marketing. Pero hay que entender si las características sociodemográficas son un elemento por el cual las personas pertenecientes a los diferentes grupos de población perciben la marca de forma diferente, lo que justificaría la utilización de estrategias de marketing diversificadas para cada uno de estos grupos. Esto está de acuerdo con el cambio de paradigma que se está produciendo en el campo del marketing, en el que el target (los usuarios de servicios deportivos) ya no es suficiente para dirigir la estrategia debido a que es muy genérico, sino que lo que tenemos que hacer es identificar dentro de ese target a nuestro buyer, nuestro perfil de comprador ideal en función de diferentes características específicas. Este buyer persona es diferente del resto y por tanto requiere estrategias de marketing individualizadas para llegar a ellos de manera más efectiva. El objetivo de esta investigación es analizar la percepción de marca de los usuarios de un servicio deportivo público, para luego realizar un análisis comparativo basado en las características sociodemográficas de los usuarios con la intención de saber qué perfiles de usuarios perciben las variables de marca de forma diferente, lo que estaría sugiriendo la aplicación de diferentes estrategias de marca adaptadas a cada uno de ellos.

Abstract. Brand perception is the way to ensure that consumers receive the information we want to convey, based on our marketing strategy. However, we have to understand whether sociodemographic characteristics are an element by which people belonging to different population groups perceive the brand differently, which would justify the use of diversified marketing strategies for each of these groups. This agrees with the paradigm shift that is taking place in the field of marketing, in which having a target (users of sports services) is no longer sufficient for directing a marketing strategy due to the fact that such target is too generic; instead, we have to identify our buyer within that target, and our ideal buyer profile based on different specific characteristics. This person buyer is different from the rest and therefore individualized marketing strategies are required to reach them more effectively. The aim of this research is to analyse the brand perception of users of a public sports service, and then make a comparative analysis based on their socio-demographic characteristics, with the intention of knowing which user profiles perceive brand variables differently, which would suggest the application of different brand strategies adapted to each of them.


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Cómo citar

Alguacil, M., Crespo-Hervás, J., & Pérez-Campos, C. (2020). Análisis sociodemográfico de la percepción de marca en un servicio deportivo público: del target al buyer persona (Sociodemographic analysis of brand perception in a public sports service: from target to person buyer). Retos, 37, 139–146.



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