Academic journal article Management & Marketing

Perception of Innovation and Consumption in the "Pátria De Chuteiras"

Academic journal article Management & Marketing

Perception of Innovation and Consumption in the "Pátria De Chuteiras"

Article excerpt

Abstract. This article aims to analyse the antecedents that influence the perception of innovation in the design of football boots. For this, we analysed the relationships between classical studies in the area of marketing and the perception of innovation in football boots. In the city of Porto Alegre, Brazil, 421 questionnaires were applied to amateur soccer players. The constructs were validated using structural equation modelling. Analysis of the model reveals that the perception of innovation in boot design is influenced by six constructs: unpopular choice counter-conformity, creative choice counter-conformity, store environment, useful attributes and informational and normative influences.

Keywords: marketing innovation, consumption, innovation, football boots, Structural Equation Modelling.

1. Introduction

That Brazil is the country of football and there are thousands of fields scattered throughout the country is almost common knowledge in the popular imagination in Brazil and around the world. The term "Pátria de Chuteiras" (approximate translation "Homeland of Football Boots"), attributed to the Brazilian playwright Nelson Rodrigues, expresses the strength of the love that Brazilians in general have for football. Perhaps, this expression cannot be adequately translated into other languages and the clearest way to explain it to say that, in general, Brazilians are so passionate about football that events associated with this sport are able to paralyze the country, dominating conversations among groups of people or even arousing hostility among people who support different teams.

In Brazil there are thousands of fields in which amateur football players consume products while dreaming of being a Pele, Romario, Ronaldo or Neymar, among other the great stars of football. Due to the increase in the number of practitioners in Brazil (CBF, 2011), one product that has seen a large growth in sales recent years is the football boot. Famous brands such as Nike, Adidas, Reebok and Umbro hold much of the market and due to the intense competition this product has undergone various improvements, in terms of power, precision, stability, grip and cushioning.

These improvements are accessible to both professional and amateur players who can purchase them at specialty retail stores. The Fédération Internationale de Football Association (FIFA) estimates there to be around seven million soccer players in Brazil. While the Brazilian Football Confederation (CBF) provides the following figures: 308 stadiums with more than five thousand seats, eleven thousand registered players, 800 federated clubs and over two thousand Brazilian athletes playing abroad, and about thirteen thousand amateurs teams participating in organized competitions, besides the millions of amateur athletes who do not declare any link to any team. Taken together, this suggests a total of thirty million practitioners (FIFA, 2011; CBF, 2011).

In these estimates, the CBF shows that, of the US$ 250 billion a year that football turns over in the world, Brazil contributes $ 3.2 billion. Annually, 3.3 million pairs of football boots are manufactured in the country. A large number of people are involved in football, there are about 20,430 football fields in 2602 municipalities (47.3% of the country's total) according to a survey by the Federal Government (CBF, 2011). These figures explain the growth in investment in innovation of sporting goods, such as football boots.

Innovation in sporting goods can be understood as the ability to create a substantially new value for the consumer (Damanpour et al., 2009; Scwarz and Hunter, 2008; Mullin and Hardy, 2007) that is responsible for changes in technology and improvements in products (Jansen et al., 2006; Paladin, 2008). Due to the heightened competitiveness, marketing activities have begun to include strategies designed to reach a greater number of consumers (Hawkins et al., 2010; Tajeddini et al. …

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