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Title: Perceived motivation in football/futsal practice according to players and coaches approaches: a tool of strategic management

Authors: Dina Alexandra Marques Miragaia; Francisco César Pereira Monteiro Guedes

Addresses: NECE Research Unit in Business Sciences, Sport Sciences Department, University of Beira Interior, Covilhã, Portugal ' Sport Sciences Department, University of Beira Interior, Covilhã, Portugal

Abstract: The objectives of this study are to identify the profile of football/futsal players relative to their motivation to play these sports and to verify if coaches have similar perceptions to those expressed by the players. A questionnaire was given to 513 players and 206 coaches. The consumer profiles of the players were analysed according to their motivations, and cluster analysis was done to identify different player segments. Five distinct clusters were identified, and significant differences between gender and age were found. Differences in motivations were identified between male and female athletes and across ages. Also, the coaches' perceptions of the motivations of athletes did not match those expressed by the athletes. This type of analysis is essential for organisational decision makers because it enables designing more effective marketing plans and adjusting services to suit different types of consumers. In turn, more individualised services can ensure a high level of consumer satisfaction and improved retention rates in sports clubs.

Keywords: consumer segmentation; consumer profile; sports marketing; motivation; football; futsal; sport affiliation; stakeholders; retention; cluster analysis.

DOI: 10.1504/IJSMM.2020.109763

International Journal of Sport Management and Marketing, 2020 Vol.20 No.1/2, pp.131 - 152

Received: 25 Nov 2017
Accepted: 04 Sep 2018

Published online: 14 Sep 2020 *

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