Segmentation of Volta Redonda Futebol Clube supporters: an investigation based on behavioral and attitudinal loyalty
DOI:
https://doi.org/10.20401/rasi.12.1.996Keywords:
football, supporters, segmentation, loyalty, local clubsAbstract
This paper analyzes the loyalty of football supporters using a sports consumer segmentation model. The object of analysis was a club from the interior of Rio de Janeiro’s state, Volta Redonda F.C., through the application of a questionnaire to its supporters in 2020, obtaining 333 responses which formed the basis for the segmentation. This type of organization (local club) has a smaller reach and faces greater difficulties, such as revenue generation and spectator attendance, compared to clubs that dominate the national scene. In the theoretical framework of sports consumer segmentation models, a two-dimensional loyalty model was applied in which both the behavioral (attendance at matches) and attitudinal dimensions of loyalty (level of identification with the team) were considered, resulting in the establishment of four segments: high loyalty, latent loyalty, spurious loyalty and low loyalty. By this typology, it was possible to investigate different relationships between supporters and the club and discuss marketing policies with specific strategies for each segment. As result, it was observed that most part of the supporters is in the low loyalty segment, which are those who support more than one team or are merely sympathizers and attended less than half of the matches in the analyzed period, which is an obstacle for local clubs to attract supporters and make them more loyal.
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