Publication: Türkiye’deki ve Amerika’daki spor yüksek okulu öğrencilerinin spor ürünlerinde marka tercihini etkileyen faktörlerin araştırılması ve karşılaştırılması
Abstract
Türkiye’deki ve Amerika’daki Spor Yüksek Okulu Öğrencilerinin Spor Ürünlerinde Marka Tercihini Etkileyen Faktörlerin Araştırılması ve Karşılaştırılması Bu araştırmanın amacı; Türkiye’de Marmara Üniversitesi Beden Eğitimi ve Spor Yüksekokulu ile Amerika Birleşik Devletleri Indiana Üniversitesi Sağlık Bilimleri Beden Eğitimi ve Rekreasyon Yüksek Okulu öğrencilerinin spor ürünlerinde marka tercihinde etkili olan unsurların ortaya çıkarılması ve karşılaştırılmasıdır. Araştırma anket yöntemiyle gerçekleştirilmiştir. Araştırmanın, Türkiye’deki uygulaması araştırmacı tarafından yapılmıştır. Amerika’daki uygulaması daha önce çalışma ile ilgili gerekli bilgilerin verildiği, Indiana Üniversitesine bağlı araştırma merkezinde görevli öğretim elemanı tarafından yapılmıştır. Araştırmanın evrenini Türkiye ve Amerika’da öğrenim gören spor yüksek okulu öğrencileridir. Anketin örnek bireylerini Marmara Üniversitesi Beden Eğitimi ve Spor Yüksekokulu ile Indiana Üniversitesi Sağlık Bilimleri Beden Eğitimi ve Rekreasyon Yüksek Okulunda öğrenim gören kadın ve erkek öğrenciler olmak üzere toplamda 752 kişi oluşturmaktadır. İki üniversiteye bağlı yüksek okullardaki öğrencilerin spor ürünlerindeki marka tercihinde etkili olan unsurların incelenmesi ile ilgili ölçek Cronbach Alpha istatistik yöntemi ile geçerlilik testine tabi tutulmuştur. Anketin 0,87 oranla geçerli olduğu belirlenmiştir. Toplanan bilgi ve verilerin analizinde SPSS 14 istatistik paket kullanılmıştır. Değerlendirmelerde tanımlayıcı istatistikler ve hipotez testleri sonuçlarından faydalanılmıştır. Marmara Üniversitesi ve Indiana Üniversitesi öğrencilerinin, spor ürünlerinde marka tercihini etkileyen unsurlar ve etkilendikleri iletişim araçları açısından aralarında farlılık gözlenmiştir. Spor ürünü üreten işletmeler, marka konumlandırma çalışmalarında pazarın beklenti ve ihtiyaçlarını belirlemeli ve tüketiciler üzerinde etkin olan iletişim araçlarını kullanmalıdırlar. İşletmelerin spor yüksek okulu mezunlarını çalıştırmalarının markalaşma sürecine katkısı olacağı düşünülmektedir. Marka, Spor Ürünü, İletişim Araçları, Etki, Tercih
The Investigation and Comparison of Factors That Relate To Making Preferences of Sports Trade Mark Products In Turkish And American Physical Education and Sports Faculty Students. The aim of this study is to compare the factors that relate to making preferences of sports trade mark products of the Marmara University School of Physical Education and Sports students and USA Indiana University School of Health, Physical Education and Sports students. During the study, the survey research method was applied by the researcher. A quastionnaire was applied to the Turkish students by researcher himself. The same quastionnaire was applied to American students by the Director of Research Office of Indiana University School of Health, Physical Education and Sports. The total of 752 subjects completed the survey which consisted of both Marmara University and Indiana University students. The survey was completed by both male and female students. The measurement in this study, in order to find and investigate the factors which influence the choices of selecting sports products, was the Cronbach Alpha Validity and Reliability Statistics Method. The Cronbach Alpha coefficient was 0,87. All statistical analyses was conducted by SPSS 14 software. Statistical evaluation methods were both descriptive statistics and tests of hypothesis. Significant differences were found between Marmara University and Indiana University students among the factors which effect the purchasing choices and communication tools of students. The sports equipment producing companies should consider market’s expectations and needs, also should use the primary communication tools which influence the consumer’s choices. It is suggested that these companies should employ more of the graduates of these faculties in order to positively effect the trade marking process. Key Words: Trade Mark, Sport Product, Communication Tools, Effect, Student Preference
The Investigation and Comparison of Factors That Relate To Making Preferences of Sports Trade Mark Products In Turkish And American Physical Education and Sports Faculty Students. The aim of this study is to compare the factors that relate to making preferences of sports trade mark products of the Marmara University School of Physical Education and Sports students and USA Indiana University School of Health, Physical Education and Sports students. During the study, the survey research method was applied by the researcher. A quastionnaire was applied to the Turkish students by researcher himself. The same quastionnaire was applied to American students by the Director of Research Office of Indiana University School of Health, Physical Education and Sports. The total of 752 subjects completed the survey which consisted of both Marmara University and Indiana University students. The survey was completed by both male and female students. The measurement in this study, in order to find and investigate the factors which influence the choices of selecting sports products, was the Cronbach Alpha Validity and Reliability Statistics Method. The Cronbach Alpha coefficient was 0,87. All statistical analyses was conducted by SPSS 14 software. Statistical evaluation methods were both descriptive statistics and tests of hypothesis. Significant differences were found between Marmara University and Indiana University students among the factors which effect the purchasing choices and communication tools of students. The sports equipment producing companies should consider market’s expectations and needs, also should use the primary communication tools which influence the consumer’s choices. It is suggested that these companies should employ more of the graduates of these faculties in order to positively effect the trade marking process. Key Words: Trade Mark, Sport Product, Communication Tools, Effect, Student Preference