Do Olímpico à Arena: um estudo sobre as mudanças de comportamento dos torcedores do Grêmio FBPA

Abstract

The major objective of this work is exploring the changes in the behavior of Grêmio FBPA fans caused by the transition from the Monumental Olympic Stadium to the Arena do Grêmio, located in the great Porto Alegre (RS). To validate the opinion of the fans of Grêmio FBPA, in-depth interviews where done (which are record and will be available for later consultation). The interviewed were asked about aspects associated to the consumption in the Arena, habits and traditions that they maintain in relation to the club and differences noted between the experience lived at the Estádio Olímpico Monumental and the Arena do Grêmio. In order to justify the collected data and displayed, this monograph is based on what renowned theorists in the world of Marketing and Administration have to say about Sports Marketing, Digital Marketing, consumer?s behavior and sports management. In addition to this, it is developed according with psychosocial area through the approach the theoric Maslow, because of the relation between his theory to the fulfillment of human needs and satisfaction through consumption. [resumo fornecido pelo autor]