Estrategias de marketing enfocadas en el precio de las entradas para la asistencia de los estadios de los equipos de la serie A, de la ciudad de Quito, durante el periodo 2022-2023

Abstract

This study focused on analyzing the impact of pricing strategies on attendance at Serie A football matches in Quito. Based on the principles of sports marketing and data obtained from a survey of fans of Quito's teams participating in Ecuador's top-tier league during the 2022- 2023 season, the study aimed to understand how different pricing strategies influence fans' purchasing decisions and their perceived value of the stadium experience. Fans demonstrated high sensitivity to ticket prices, with promotions and discounts being a determining factor in their purchase decisions. Fans' perception of the value for money varied. While they appreciated promotions, they also expected a quality experience that justified the cost of the ticket. The study emphasized that teams should consider segmenting their audience based on their preferences and economic capabilities, offering different types of tickets and promotions. In addition to price, factors such as the quality of the spectacle, seating location, and overall experience also influenced purchasing decisions. This study evidenced that pricing strategies play a crucial role in the success of Serie A football teams in Quito. By implementing personalized pricing strategies and communicating them effectively, teams can increase stadium attendance, improve fan experience, and strengthen their relationship with the community