Pesquisa de mercado: aplicação de uma pesquisa para conhecer o perfil do cliente de uma academia de jiu-jitsu de Chapecó

Abstract

Jiu-jitsu academies before anything are service companies and as such should be managed. The marketing turned to the big organizations doesn't satisfy the needs of the small companies, which have peculiarities inherent to their environment. However, uncountable marketing tools can be applied on the small company so that it can prospect new clients and ensure the current clients’ loyalty. In this context, a market research to help on marketing decisions in a jiu-jitsu academy in Chapecó can contribute for the manager to add value on its services and to prospect new clients. The objective of this work was to apply a market research in a jiu-jitsu academy. A quantitative descriptive research was carried out, through the application of a structured questionnaire to the students of a jiu-jitsu academy in Chapecó. The data were analyzed from the descriptive statistics with analysis of the percentage of answers. It was found that the profile of the student is mostly male, adept of sports practices and, in general, satisfied with the learning of jiu-jitsu provided by the owner and professor. As for the age group and income, it was verified a distribution in which no age group or income stands out from the others, that is, there is a similar number of practitioners in each of the groups. The research contributed to point out ways and types of marketing that can be explored by the academy to attract new students, such as the use of cause marketing and endomarketing, besides showing how relevant the indication of friends and family is, once the great majority of participants trains jiu-jitsu in the academy object of the study by indication of those.