Grande Prêmio de Fórmula 1 do Brasil: uma análise do consumo feminino.
Abstract
Motorsport has historically been characterized by the predominance of a male audience, especially in its most visible categories, such as Formula 1. Currently, a shift in the sport’s consumer profile can be observed, marked by the growing interest of female spectators. Although this change is noticeable within sporting events, academic research on the subject remains scarce. Thus, the objective of this study was to analyze the behavior of female consumers, as fans of the sport, during the Brazilian Formula 1 Grand Prix. The method applied was quantitative, adopting an exploratory and descriptive approach. Data collection was conducted through questionnaires administered to a group composed exclusively of female fans, resulting in a final sample of 113 respondents. The research allowed for the delineation of the female audience profile, the identification of purchase-influencing factors, the understanding of motivations for engagement with the sport, and the perception of the event’s marketing strategies. From the perspective of consumer behavior, the results highlight the importance of social factors (family, status, social networks) as key motivators for adherence to the event and the sport. Regarding purchase decisions, price emerged as one of the most relevant factors, along with event infrastructure, safety, and promotion. A noteworthy aspect was the length of engagement with the sport: 41% of respondents have been following the Formula 1 Grand Prix for six years or more.
This finding underscores customer loyalty and indicates that their consumption is not occasional. Furthermore, the high frequency of engagement—95% of participants reported following Formula 1 daily or weekly—and their tendency to recommend the event to other women are significant findings that contribute to future research and can be leveraged by sponsoring brands, public managers, and event organizers. Therefore, the female audience represents a strong promotional element for the Brazilian Formula 1 Grand Prix, with the potential to be recognized as ambassadors of the event.
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