Beden Eğitimi ve Spor Yüksekokulu Öğrencilerinin Marka Tercihlerinin İncelenmesi

Yıl 2013, Cilt: 2013 Sayı: 2, 37 - 46, 01.06.2013

Yavuz Selim Ağaoğlu

Öz

This study carried out to determine the factors that effect brand and brand management of High School of Physical Education students at Ondukuzmayıs University. In this study the role of brand preferences and students issues that they explore related with demographic characteristics are investigated.The importance of income level, gender and different department students related with reasons that affect brand preferencesis is aimed. As a result of this study producers taking into account the preferences of students marketing their product. The variables were presented as the mean ±standard deviation and median and interquartile range (IQR, Q1 to Q3). Categorical variables were compared by Chi-Square test. The categorical variables were presented as as a percentage and frequency (PASW ver.19, SPSS inc. Chicago, IL)

Anahtar Kelimeler

Brand, Brand Management, Sport, Shoes

Beden Eğitimi ve Spor Yüksekokulu Öğrencilerinin Marka Tercihlerinin İncelenmesi

Öz

Bu çalışma Ondokuzmayıs Üniversitesi, Beden Eğitimi ve Spor Yüksekokulu bölümü öğrencileri üzerinde marka ve marka yönetimini etkileyen faktörlerinin belirlenmesi amacı ile yapılmıştır. Bu çalışmada öğrencilerin demografik özelliklerinin marka tercihindeki rolü ve marka tercihinde öğrencilerin, önem verdikleri hususlar araştırılmaya çalışılmıştır. Öğrencilerin gelir düzeyleri, cinsiyet ve farklı bölümlerin marka tercihindeki önemi ve ayrıca marka tercihini etkileyen nedenlerin bilinmesi amaçlanmıştır. Bu çalışmanın sonucunda üreticiler satışlarında marka tercihlerini belirleyen hususları dikkate alarak pazarlama yapmalarının önemi anlaşılmıştır. Bu amaçla Ondokuzmayıs Üniversitesi Beden Eğitimi ve Spor Yüksekokulu öğrencilerine demografik ve bilgi amaçlı 17 sorudan oluşan Likert ölçeğine göre hazırlanmış anket uygulanmıştır. Çalışmada SPSS 19 paket programı kullanılarak yüzde ve frekans dağılımları alınmış, ayrıca ki-kare testi uygulanmıştır

Anahtar Kelimeler

Marka, Marka Yönetimi, Spor Ayakkabısı

Kaynakça

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