Unhappyly, 37.39% of men and 47.71% of the women do not practise physical or esportivas activities. The activities more carried through by the men are soccer and swimming with indices of 37,82% and 11,76%, respectively. For the women, the prominence was swimming with 34,35%. Between men and women, the percentage of spectators of esportivos programs was of 90,34% and 76,72%, attracted by the soccer, vlei, motoring and basquete.
Net Globe, Net Record and Band is the senders of open canal more cited by all the interviewed ones. Between the closed canals, SporTV and ESPN are the favourites person or thing. In the soccer, 80.67% of the interviewed ones of masculine sex and 59.16% of the sex feminine they had declared to remember to have seen the name of some sponsor. Of the 15 first marks remembered spontaneously for the interviewed ones, all had had or have relation of sponsorship with the soccer, as Samsung, LG, Pirelli, Habib& rsquo; & rsquo; s and Parmalat. Youth, technology, fellowship, emotion, joy, effort, courage, Radical, wealth, energy, performance, force, health and victory are the attributes perceived for the interviewed ones. On the basis of information of the segment, it is necessary to define as to improve the image of the corporation or marks, to fortify relationships, to know the chances of merchandising and to generate sales.
For this, it makes if necessary to know and to apply the 4 Ps created by Kotler: Product (shirts, ingressions, permitted), Price (in general with high aggregate value), Square (esportivos stadiums, museums, etc.) and Promotion. Marketing research The marketing research is a process of collection of excellent information to the problem specific of four stages. First, the manager and the researcher define the problem and establish the objectives of the research, that can be exploratrios, descriptive or causal.