Da guerra ao esporte: a inserção feminina no mercado de tiro esportivo

Abstract

Shooting sports is the oldest Olympic modalities in the world and comprises different competitions, requiring attention, precision and firing speed. The competitions can have different formats, changing the type of gun, the distance, the type of target, time limits or even in conjunction with athletic competitions. Even present in the Olympic program since the Athens Olympics in 1896, women only started competing in the sport seventy-two years later in Mexico City. In view of these facts, this study aims the women's insertion and participation in the shooting sport over the years, in order to know the history and evolution of this international sport and the profile of its practitioners. In order to achieve the proposed objective, this research has a qualitative approach at an exploratory level, employing generic, bibliometric and triangulation qualitative research strategies. From the collection and analysis of data from interviews and questionnaires carried out with arms sector companies, shooting clubs and female shooting athletes, it is clear that women joined the sport mainly due to family influence, and the challenges related to their entry into the sport compromise aspects such as prejudice, high taxes and high tax burden, lack of incentive and product adaptation. On the other hand, sport is growing up among women and companies and shooting clubs are increasingly seeking to understand this audience. Finally, the findings of the study can contribute to the agents action in the guns sector, especially with regard to the perceptions of the female public in relation to the sport and the segment in general, providing opportunities for the development of the market strategies and consequently of economic growth. [resumo fornecido pelo autor]