1عضو هیات علمی دانشکده تربیت بدنی و علوم ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران*
2استادیار مدیریت ورزشی، دانشگاه فردوسی مشهد
3استادیار مدیریت ورزشی، دانشگاه تهران
چکیده
یکی از جنبه‌های مشترک همة انسان‌ها ـ صرف‌نظر از میزان تحصیلات، سطح درآمد، محل سکونت و غیره ـ این است که همة آنها مصرف‌کننده هستند. نکتة کلیدیِ موفقیتِ استراتژیِ بازاریابی، هم از منظر محلی و هم از حیث جهانی، درک رفتار مصرف‌کننده است. بنابراین، هدف از این پژوهش، بررسی نقش آمیختة بازاریابی بر رفتار مصرف‌کنندة ورزشی بود. تحقیق حاضر توصیفی از نوع پیمایشی است. جامعة آماری این پژوهش را همة اعضای هیئت علمی دانشگاه‌های کشور با گرایش مدیریت ورزشی تشکیل می‌دهند. روش نمونهگیری تصادفی بود. حجم نمونة پژوهش در بازة 84 تا 154 نفر تعیین شد. ابزار جمعآوری داده‌ها پرسشنامة محقق‌ساخته بود که از 38 سؤال تشکیل شده بود. روایی پرسشنامه به لحاظ محتوایی و سازهای تأیید شد. همچنین پایایی پرسشنامه با استفاده از ضریب آلفای کرونباخ، مقدار 87/0 گزارش شد. به منظور تجزیه و تحلیل داده‌ها از مدل معادلات ساختاری و فرایند تحلیل سلسله‌مراتبی استفاده شد. نتایج پژوهش نشان داد مؤلفه‌های آمیختة بازاریابی، نقش مثبت و معنا‌داری بر رفتار مصرف‌کنندة ورزشی دارند. همچنین، نتایج اولویت‌بندی مؤلفه‌های آمیختة بازایابی نشان داد که «محصول» با وزن نسبی 281/0 مهم‌ترین مؤلفه است و بعد از آن به ترتیب کیفیت خدمات (221/0)، قیمت (175/0)، مجاری توزیع (108/0)، ترویج و تبلیغات (108/0) و شخصیت برند (108/0) قرار دارند. در این پژوهش مشخص شد شرکتها برای کسب مزیت رقابتی باید توجه زیادی به مشتریان و رفع نیازهای آنها (بهتر از رقبا) داشته باشند. از طرفی، مشتریان در خرید محصولات، گرایش‌های مختلفی دارند که باید در تنظیم استراتزیهای بازاریابی به آنها توجه شود.
One common aspect of all human beings, regardless of education level, income level, location and so on, is that they are consumers. The key of success in marketing strategy both in terms of local and global aspects is understanding consumer behavior. So aim of this study was to investigate the role of mix marketing on sports consumer behavior. This research was survey- descriptive. The study population were included all sports management faculty members in the country. The sampling method was random. Based on the PASS statistical software, research sample size was determined in the range of 84 to 154 people. Data collection instrument was a questionnaire consisting of 38 questions. The validity of questionnaire was content and constructs validity. Reliability of questionnaire according to Cronbach alpha was 0.87. In order to data analyzing was used structural equation modeling and analytic hierarchy process (AHP). The results showed that mix marketing have a significant positive effect on sports consumer behavior. Also social factors prioritize results showed that product with the relative weight of 0.281 is the most important component of mix marketing and then are located service quality (0.221), price (0.175), place (0.108), promotion (.0108) and brand character (0.108). In this study found companies to gain competitive advantage should have be given to customers and meet their needs (better than competitors). In addition, customers buy products with different trends that should be considered in formulating marketing strategies.
کلیدواژه‌ها [English]
Mix marketing, Sport Marketing, consumer behavior
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