Factors Affecting the Sport Related Consumer Expenditures

Yıl 2012, Cilt: 12 Özel Sayı, 29 - 39, 01.11.2012

Aykan Candemir Ali Erhan Zalluhoğlu

Öz

In recent years there has been a significant change in the importance given to economic and social role of sport related economic activities since sport has changed to a much broader concept involving sport clubs, associations, organizations and businesses where the implementation of carefully designed marketing strategies became vital for success. This study aims to explore the factors affecting the sport related consumer expenditures. Empirical results were obtained by means of a questionnaire survey in Izmir, the third biggest city in Turkey. The results include demographic and socio-economic analysis of respondents, their practices about sport related activities and expenditures associated with these activities. Six factors were obtained from the factor analysis depending on the respondents’ attitudes towards sporting activities were examined for their effects on sport related expenditures of the consumers

Anahtar Kelimeler

Sport, sport related expenditures, attitudes

Tüketicilerin Sporla İlişkili Harcamalarını Etkileyen Faktörler

Öz

Son yıllarda spor kulüpleri, dernekler, örgütler ve şirketleri de içine alarak kapsamını genişlettiğinden dolayı spor ve sporla ilgili faaliyetlerin ekonomik ve sosyal rolüne verilen önemde dikkat çekici değişiklikler meydana gelmiştir. Bu nedenle titizlikle planlanmış pazarlama stratejileri başarı için hayati önem taşımaya başlamıştır. Bu çalışma sporla ilişkili tüketici harcamalarını etkileyen faktörleri keşfetmeyi amaçlamaktadır. Ampirik çalışma sonuçları Türkiye’nin üçüncü büyük kenti olan İzmir’de tüketicilerle yüz yüze gerçekleştirilen anketler yoluyla elde edilmiştir. Sonuçlar ankete katılanların demografik ve sosyo-ekonomik analizini, sporla ilgili olarak gerçekleştirdikleri faaliyetler ve bu faaliyetlere yönelik yaptıkları harcamaları içermektedir. Katılımcıların sporla ilgili faaliyetlere yönelik tutumları ile ilgili olarak yapılan faktör analizi sonucunda elde edilen altı faktörün tüketicilerin sporla ilişkili harcamaları üzerindeki etkileri de çalışma kapsamında incelenmiştir

Anahtar Kelimeler

Spor, sporla ilişkili harcamalar, tutumlar

Kaynakça

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