Análise do comportamento de consumo de produtos fitness por brasileiros e norte-americanos

Abstract

This study aimed to analyze the consumption behavior of fitness products among Brazilian and North American consumers, considering sportswear, dietary supplements, and functional foods and beverages. A quantitative, descriptive approach was used, complemented by participant observation at a sector event. The questions investigated perceived value, purchase intention, and attitude toward advertisements and promotions. Some of the results found indicate that Brazilian consumers showed greater price sensitivity, strong influence from social media, and a preference for purchasing on official brand websites, while North American consumers placed greater importance on quality, showed more diversified consumption, and used large online retailers as their main purchasing channel. It was also observed that perceived value and purchase intention were higher in the United States, while promotions triggered a stronger emotional response among Brazilians. This study contributes to expanding the understanding of consumption dynamics in the fitness sector and offers support for more effective positioning and decision-making in different markets. [resumo fornecido pelo autor]