Publication: Reklam ve reklamın spor bilimleri öğrencilerinin tüketici tercihlerine etkisi
Abstract
REKLAM VE REKLAMIN SPOR BİLİMLERİ ÖĞRENCİLERİNİN TÜKETİCİ TERCİHLERİNE ETKİSİÖğrencinin Adı: Kemal ALPASLANDanışmanı: Yrd. Doç. Dr.Serap MUNGAN AY Beden Eğitimi ve Spor Ana Bilim Dalı ÖZETAmaç: Çalışmanın amacı, reklamların spor bilimleri öğrencileri baz alınarak tüketicitercihleri etkisinin incelenmesidir.Gereç ve Yöntem: Birinci aşamada çalışmayla ilgili literatür taraması yapılmıştr. İkinci aşamada, veri toplama aracı için Kişisel Bilgi Formu” oluşmuştur. Çalışmaya katılım gösteren öğrencilerin; demografik verileri ve reklamların ürün tercihleri üzerindeki etkilerini belirlenmek istenmiştir. Çalışmanın uygulama kısmının ikinci bölümünde veri toplama ölçeği olarak Okumuş (2015)’un “Reklam ve Reklamın Tüketici Tercihlerine Etkisi” alışmasından yararlanılmıştır. İlgili araştırma bu çalışmanın, konusuna yönelik olarak uzman denetiminde tekrar düzenlenmiş haliyle uygulanmıştır.Bulgular: Bu çalışmada Spor bilimi öğrencilerinin demografik değişkenleri ve tüketici tercihleri arasında herhangi bir anlamlı farklılığın olup olmadığı araştırılmıştır. Veriler p= 0,05 anlamlılık düzeyinde normal dağılıma sahip (parametrik) ikili karşılaştırmalarda, bağımsız iki grup için t-testi, normal olmayan dağılımlara eş değer olarak da Mann-Whitney U testi yapılacaktır. 3 ve üzeri gruplarda normal dağılım için Anova, normal dağılımı göstermeyen (nonparametrik) veriler için ise Kruskal-Wallis testi yapılmıştır. Değişkenler arasındaki ilişkinin belirlenebilmesi için normal dağılımlarda Pearson Çarpım Momentler Korelasyon Analizi yapılmıştır.Sonuç: Reklamların spor bilimleri öğrencilerinin yaşı, çalışılan işteki pozisyonu, bursluluk durumu ve lisanslı olma hali gibi değişkenlerine bağlı olarak, reklamların spor bilimleri öğrencilerinin tüketim tercihlerinde belirgin rol oynadığı sonucuna varılmıştır.Reklam, Spor, Tüketici Tercihleri.
ADVERTISEMENT AND EFFECT OF ADVERTISEMENT ON THE CONSUMER PREFERENCES OF SPORTS SCIENCES STUDENTSName of the Student: Kemal ALPASLAN Assist. Assoc. Dr. Serap MUNGAN AY Master of Science: Physical Education and Sports ABSTARCTObjective: The purpose of this study is examining the effect of advertisement on the consumer preferences by using the sports sciences students as the basis.Instrument and Methodology: Literature research related to study was made in the first stage. “Personal Information Form” was created as the data collection tool in the second stage. It was aimed to determine the demographic data and the effect of advertisements on the product preferences of the students participating in the study. The Post Graduate Study of Okumuş (2015) name “Effect of Advertisements and Advertisements on Consumer Preferences’ Attitudes With Regard to Brand Preferences” was benefited in the second section of the study’s application part as the data collection scale. Relevant research was implemented in its rearranged form, which was made under the supervision of an expert regarding the subject of the studyFindings: It was researched in this study whether there is a significant difference between the demographic variables and consumer preferences of sport sciences students. In dual comparisons, which had regular distributions in the regular significance level of p=0,05 (parametric), t-test was performed for the independent two groups, and Mann-Whitney U test was performed as an equivalent value to irregular distributions. Anova test was performed in the group of 3 and more, and Kruskal-Wallis test was performed for the nonparametric data having irregular distribution. Pearson Product-Moment Correlation Analysis was carried out in irregular distributions for the determination of the relation between variables.Result: It was concluded that advertisements play a significant role on the consumption preferences of sports sciences students depending on the variables of students such as age, job position, scholarship status, and being licensed.Advertising, Sport, Consumer Preferences.
ADVERTISEMENT AND EFFECT OF ADVERTISEMENT ON THE CONSUMER PREFERENCES OF SPORTS SCIENCES STUDENTSName of the Student: Kemal ALPASLAN Assist. Assoc. Dr. Serap MUNGAN AY Master of Science: Physical Education and Sports ABSTARCTObjective: The purpose of this study is examining the effect of advertisement on the consumer preferences by using the sports sciences students as the basis.Instrument and Methodology: Literature research related to study was made in the first stage. “Personal Information Form” was created as the data collection tool in the second stage. It was aimed to determine the demographic data and the effect of advertisements on the product preferences of the students participating in the study. The Post Graduate Study of Okumuş (2015) name “Effect of Advertisements and Advertisements on Consumer Preferences’ Attitudes With Regard to Brand Preferences” was benefited in the second section of the study’s application part as the data collection scale. Relevant research was implemented in its rearranged form, which was made under the supervision of an expert regarding the subject of the studyFindings: It was researched in this study whether there is a significant difference between the demographic variables and consumer preferences of sport sciences students. In dual comparisons, which had regular distributions in the regular significance level of p=0,05 (parametric), t-test was performed for the independent two groups, and Mann-Whitney U test was performed as an equivalent value to irregular distributions. Anova test was performed in the group of 3 and more, and Kruskal-Wallis test was performed for the nonparametric data having irregular distribution. Pearson Product-Moment Correlation Analysis was carried out in irregular distributions for the determination of the relation between variables.Result: It was concluded that advertisements play a significant role on the consumption preferences of sports sciences students depending on the variables of students such as age, job position, scholarship status, and being licensed.Advertising, Sport, Consumer Preferences.