Análisis del código emocional del marketing para mejorar la aceptación de los hinchas del Club Social y Deportivo Macará de la ciudad de Ambato

Abstract

The purpose of this research project was to analyze the emotional code of the marketing to improve the acceptance of fans of the Macará Social and Sports Club of the city of Ambato. The research methodology used had a qualitative approach and quantitative that was determined by the application of surveys to the calculated sample, which allowed the collection and interpretation of the information obtained about the variables of the emotional code that influence the current fans of the club, for this the economically active population of the city of Ambato who represent the market team potential. With the data obtained it was determined that the fans attend with a weekly frequency to Macará parties and that the family tradition variable is the one that influences mainly for an individual to become a team fan. In the proposal as first point the portrait of the consumer of the Macará fans developed, in second instance marketing strategies were raised that seek to position the brand of the team, loyalty to the followers have to increase the attendance of the fans to the stadium, making each one of the experiences are as pleasant as possible for the attendees, taking into account both to the external customer as internal to the organization. It is recommended that the Social and Sports Club Macará welcomes the proposals established in this investigation because they will allow you to give a value added and create close relationships with your followers, as well as increase your competitiveness against the market.