Football in Brazil: what brings fans/consumers to stadiums and arenas in the city of São Paulo
by Leandro Carlos Mazzei; Ivan Furegato Moraes; Eduardo De Oliveira Cruz Carlassara; Ary José Rocco Jr.
International Journal of Sport Management and Marketing (IJSMM), Vol. 20, No. 3/4, 2020

Abstract: This article aims to identify the reasons/motives that influence attendance of football games in the stadiums. The Motives for Attendance Scale (MAS) questionnaire was applied to a sample of 369 fans who attended the stadiums/arenas in the city of São Paulo, Brazil. We employed Exploratory Factor Analysis to analyse the data and used the Cronbach's alpha coefficient to measure the reliability of the extracted factors. Five of the identified factors accounted for 73.89% of the total variance: 1) entertainment and socio-psychological motives; 2) price; 3) marketing actions; 4) football quality and 5) enjoyment of watching a football match at the stadium. The findings reveal new insights into the behaviour of the Brazilian football consumer. In line with the global trends, the desires expressed by the fans/consumers are multivariate, ranging from good entertainment experience, being with family and friends, affordable ticket prices and comfort to safety and accessibility.

Online publication date: Fri, 30-Oct-2020

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