PRIORITIZING MIXED ELEMENTS OF SPORT MARKETING IN PUBLIC AND PRIVATE SPORT PLACES FROM THE POINT OF VIEW OF SPORT CUSTOMERS
Abstract
The goal of this research is prioritizing mixed elements of sport marketing in public and private sport places from the point of view of female athletes of Sanandaj city. This research is descriptive in kind of survey, in the term of time it was sectional, in the term of goal it was practical and in the term of the collecting data it was athletic. Population of this research was female athletes of Sanandaj city in sports of bodybuilding, physical readiness and swimming. These triables got choose based on age, club membership history, insurance history and gender. Based on age, only those who were over 18 could participate and in the term of insurance history, those who had 6-month insurance history in sport administration, could participate and in the term of gender were only female. Based on insurance history, number of these people was about 3500, so for determining sample volume, Krejcie and Muger-Landeh's table got used. Sample size that estimated by this way, was 246 participants that in order to responding to questionnaire, selected manually. So first a questionnaire that was about mixed marketing designed based on theoretical foundations and template questionnaires. For examining statistical hypothesis, Freedman’s examination got used. Noted that in this research, SPSS software version 22 and Lisrel software version 8.8 were used for analysing information. Therefore, confidence level in this research was 95 percent. The results showed that mixed marketing includes supporting, promoting, distribution, product, process, price, people and physical evidences and in this part, results showed that in point of view of female athletes of Sanandaj city, people, physical evidences, price, supporting, promoting, distribution, product and process were respectively their important preferences. Totally, if the effective factors on customer's decisions in selecting sport clubs by using mixed marketing approach were clear, sport marketers will be able to design better marketing strategies in order to managing clubs. Also, consequently bring more customers to club, that it has many financial benefits for that club.
Article visualizations:
Keywords
References
Behnamifar, A., (2011). Checking out effective factors of mixed marketing on purchasing TV (LCD) in families of Tehran. Master's thesis, university of Tehran. .]In Persian[.
Cheraghi, M., (2017). Checking out effect of green marketing tools on intention to buying green products, master's thesis, Institute of higher education of work. Faculty of management and accounting. .]In Persian[.
Hasanzadeh, M. (2011). Consumer’s behaviour in sport and its events. Blue art, Tehran, pages 17-25. .]In Persian[.
Tarivardi, A., (2013). Determining effective factors on customer's decision in choosing sport club, master's thesis of sport management of university of kharazmi, pages 24-36. .]In Persian[.
Al Hosseini, S. (2004), the methods of growing loyalty, the accomplished management’s message, number 27, page 32. .]In Persian[.
Formasino, R. (2004) .managers guide to straregy, New York: McGraw – Hill.
Hamdami, S., Moharamzadeh, M. and kashef, M. M. (2012). Relationship of better brand with purchasing of sport products. (Sport marketing), sixth national conference of students of physical education and sport sciences of Iran, printed in book of conference, Tehran. .]In Persian[.
Horner S.& Swarbrook J).2005(, Leisure marketing: a global perspective, New York: Elsevier Butter worth – Heinemann.
Horner. S. and Swarbrook. J. (2005). Leisure marketing: a global perspective, New York: Elsevier Butter worth – Heinemann.
Jamal Aa. and Kamal N. (2002). Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking, international journal of bank marketing, pp 146-160.
Jefkins, F. (1993). Planned Press and Public Relations; Blackie Academic and Professional, Glasgow.
Kahn, V. and Kandampully. L. (2004).market oriented learning and customer value enhancement through service recovery management, journal of managing service quality, vol 14,no 5,pp.390-401.
Karimi, L. (2014). Checking out relationship between elements of mixed marketing and brand's value in point of view of customers in hyper star stores of Tehran. .]In Persian[.
Lindgreen, Adam & Wynstra, Finn. (2005).”Value in Business Marketings: What do we know? Where are we going?” Industrial Marketing Management. Vol.34, PP.732-748.
Memari, Z. H. (2008). Modelling and analysing mixed marketing of country's sport industry (based on decision-oriented approach). PhD thesis of physical educating and sport sciences, faculty of physical educating and sport sciences, university of Tehran. .]In Persian[.
Moghimi, M. (2007). Special topics of governmental management, Tehran, semat publishers. ]In Persian[.
Moghimi, M. (2014). Administration of local governments: management of councils and municipalities. Tehran, Semat publishers. .]In Persian[.
Moradi, A and Asadi, N. (2012). Checking out vulnerable aspects of relationship marketing with loyalty of customer to brands of sport equipment in players of national team of racquets courses. Sixth national conference of students of physical education and sport sciences of Iran. Printed in book of conference, Tehran. .]In Persian[.
Norsyaheera Abd Wahab, Lailatul Faizah Abu Hassan, Siti Asiah Md Shahid, Siti Noorsuriani Maon. (2016). The Relationship Between Marketing Mix And Customer Loyalty In Hijab Industry: The Mediating Effect Of Customer Satisfaction, Original Research Article, Procedia Economics and Finance, Volume 37, 2016, Pages 366-371.
Osman Abdullah, Yusuf Hj Othman, Shahrul Nizam Salahudin, Muhammad Safizal Abdullah. (2016). The Awareness and Implementation of Green Concepts in Marketing Mix: A Case of Malaysia, Original Research Article, Procedia Economics and Finance, Volume 35, 2016, Pages 428-433.
Zamani, K (2014). Determining and prioritizing effect of elements of mixed marketing on purchasing foreign sport clothes. Master's thesis, course of physical education and sport sciences, faculty of physical education and sport sciences, north university of Amol. .]In Persian[.
DOI: http://dx.doi.org/10.46827/ejpe.v0i0.705
Refbacks
- There are currently no refbacks.
Copyright (c) 2017 Sahar Sorahiyan, Kurosh Veisi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright © 2015 - 2023. European Journal of Physical Education and Sport Science (ISSN 2501 - 1235) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library (Biblioteca Nationala a Romaniei). All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All authors who send their manuscripts to this journal and whose articles are published on this journal retain full copyright of their articles. All the research works published on this journal are meeting the Open Access Publishing requirements and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
