Fatores que influenciam a decisão de compra de motocicletas para a prática de motocross: uma análise do comportamento do consumidor em produtos esportivos de alto valor

Abstract

This study analyzes the factors that influence the purchase decision of motorcycles for motocross practice, considering consumer behavior in high-value sports products. A qualitative and exploratory approach was adopted, using semi-structured in-depth interviews with amateur motocross riders. The data were analyzed through content analysis, enabling the identification of consumers' needs, the attributes considered during the motorcycle selection process, and the factors influencing purchase decisions. The findings indicate that purchase decisions are influenced by technical, economic, and personal factors, with motorcycle condition, mechanical reliability, brand, and price emerging as the main determining attributes. In addition, the results show that motocross provides benefits related to quality of life, wellbeing, leisure, social interaction, and personal fulfillment. The study contributes to a broader understanding of consumer behavior in a niche sports market and offers insights for future research and managerial practice.