The Relationship between Marketing Mix Elements and the Purchasing Behaviour of Sports Club Customers

Subject Areas : Sport management

Mohammad Davalli ¹ ( Department of Physical Education, Damghan Branch, Islamic Azad University, Damghan, Iran )

Received: 2024-01-08 Accepted : 2024-04-30 Published : 2024-06-18

Keywords: Buying behaviour, Customer, Marketing mix, Wind clubs,

Abstract :

The purpose of this research was to investigate the relationship between marketing mix elements and the purchasing behavior of sports club customers. This research was applied research in terms of its purpose, and correlational descriptive research in terms of its nature, which was conducted in the field. The statistical population of this research was made up of all the male customers of sports clubs in Damghan city, due to the uncertainty of the number of the statistical population in this research, a statistical sample of 384 people was selected based on Cochran's formula for uncertain communities, which according to the number of questionnaires distributed 292 were selected as a sample, the sampling method in this research was relative random. The data collection tool in this research included the standard questionnaires of the mixed elements of appeal marketing (2008) and the standard questionnaire on Kim's shopping behavior (2008), which was used after checking the validity and reliability. The method of data analysis in this research included descriptive statistics tests and inferential statistics tests including Smirnov's Kolmograph, Cronbach's alpha test, and Pearson's correlation coefficient test using SPSS version 26 software. In general, the results of the research show that all elements of the marketing mix affect the buying behavior of the customers of sports clubs in Damghan City.

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