The Relationship between Marketing Mix Elements and the Purchasing Behaviour of Sports Club Customers
Subject Areas : Sport management
1 - Department of Physical Education, Damghan Branch, Islamic Azad University, Damghan, Iran
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.
Alipour Sh (2016) Investigating the effective factors of marketing mix on adults' decision-making in choosing swimming pools in Rasht city, Master's thesis, Rasht University.
Atai E (2017) The effect of mixed elements of marketing and word-of-mouth advertising on the special value of the brand through the mediation of the mental image of the brand in Mashhad water parks, Master's thesis, Birjand University.
Chen R, Zhou Z, Zhan G, Zhou N (2020) The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. Destination Marketing & Management. 15, 100402.
Dastane O, Impact of digital marketing on online purchase intention: Mediation effect of customer relationship management. Journal of Asian Business Strategy. 18(10), 142-58.
Feridouni M, Kalate Sifri M (2017) Explaining the effect model of mixed elements of marketing on the level of satisfaction and re-attendance of fans of popular Tehrani clubs in the professional football league. Journal of Sports Management. 10(1), 103-117.
Fitriah AW, Rosdi Siti N, Mohd M, Rosli M, NoraAini A, Zuraimi A, Ibrahim W, Mohd YW, Nizam M, Radzi M, Aniesha NZ, Yaacob A (2019) The Effects of Marketing Mix on Small Fish Farming Business Performance. Revista Publicando. 6(19), 1-16.
Gelderman CJ, Schijns J, Lambrechts W, Vijgen S (2021) Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business to business context. Business Strategy and the Environment. 30(4), 2061- 2076.
Gorjian JN, Haghighi M, Gorjian N (2017) Marketing Mix Elements - A Case Study on Steel Industry, Export. Iranian Economic Review. 21(1), 121-136.
Harsono R (2016) The impact of the marketing mix (4P'S) on customer loyalty towards TOYOTA Avanza. iBuss Management. 4(1), 1-7.
Hassas F (2016) Investigating the effect of mixed marketing elements in attracting customers in women's sports clubs, Master's thesis, Faculty of Physical Education and Sports Sciences, North University.
Hemti Afif A, Mahmoudi A, Pirjamadi S, Dejahang M (2023) The role of mixed green marketing and mental image in students' intention to return to the sports olympiads. Educational and Educational Studies. 12(2), 523-501.
Ismaili MR, Nina's cousin. Saeedpour, the source of Mona (2014) Investigating effective marketing mix elements in attracting customers in Tehran gyms. The first national sports marketing conference, May 23 and 24, 2014. Tehran, National Olympic Academy.
Jalali Farahani M, (2012) The effect of selected elements of the marketing mix on the special value of the brand in sports services. Applied Researches in Sports Management. 2(6), 11-20.
Kavand M, Fakhri F, Askarian F (2023) The mixed effect of digital marketing on the behavioral tendencies of sports store customers with the mediating role of customer relationship quality. Journal of Sports Management. 10.22059/JSM.2023.344654.2976.
Khodaparast SS, Razavi HM, Rezaee SM, Safania AM, (2016) Evaluating the Components of Marketing Mix (7Ps) of Iran’s Volleyball Super League, Annals of Applied Sport Science. 4(3), 35-40.
Khosrow Khavar N (2015) Investigating the elements of the effective marketing mix in attracting customers in sports halls in Shahrized, master's thesis in sports management, Payam Noor University, Karaj Branch.
Mullin BG, Hardy S, Sutton WA (2000) Sports mar-keting, Champaign. IL: Human Kinetics. pp.126.
Poursoltani Z, Kordalo H, Tari Vardi A, (2019) Analysis of factors influencing customers' decisions in choosing a sports club with emphasis on marketing mix. Sports Marketing Studies. 1(3), 154-133.
Qarai Tarshizi N, (2015) The relationship between the quality of communication and the buying behavior of customers of swimming pools in Birjand city, Master's thesis, Imam Reza International University (AS).
Rosiani NA, Irena A (2017) The impact of the marketing mix, consumer's characteristics, and psychological factors to consumer’s purchase intention on brand “W” in Surabaya. I Buss Management. 5(1), 55-69.
Samadi M, Hosseinzadeh AH, Noorani Kotnai M (2009) Investigating the relationship between communication marketing tactics of chain stores and customers' buying behavior, Journal of Business Man-agement. 2(1), 93-110.
Seifpanahi Shabani J, Gharehkhani H, Naderi F (2018) The role of the sports marketing mix in generating revenue for Iranian football clubs. Annals of Applied Sport Science. 6(1), 95-102.
Sembiring RJ (2021) The Effect of Green Marketing Mix on Corporate Image as Well as Implication for Purchase Intention of Food and Beverages Companies in Indonesia. Social Science. 2(2), 210-222.
Yazidi N (2016) Identifying and presenting a model of income-generating obstacles for Iran's premier football league clubs, Master's thesis,
Al-Zahra University, Faculty of Physical
Education, Tehran.
