Sociodemographic analysis of brand perception in a public sports service: From target to person buyer

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.