Beden eğitimi ve spor öğretmenlerinin spor marka ürün tercihlerinin belirlenmesi (Elazığ-Bingöl örneği)
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Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Sinop Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Marka herhangi bir işletme tarafından üretilerek ya da daha çok aracı kurum tarafından piyasaya arz edilmekte olan, hizmetlere bir kimlik kazandıran, ilgili ürünü rakiplerinden farklı kılan bir terim, sembol, isim ya da bunların kombinasyonudur. Spor ürünlerini üreten işletmeler, ürün veya hizmetlerini amaçları doğrultusunda etkin bir biçimde pazarlayabilmeleri veya pazardaki diğer spor işletmeleriyle rekabet edebilmeleri, ancak marka ve marka çeşitliliğinin fazla olması ile başarılı olabilir. Spor işletmeleri marka kavramını, tüketiciler tarafından nasıl algılandığını iyi analiz etmeli, pazarda etkin olan iletişim araçları vasıtasıyla markasına karşı talep oluşturmaya çalışmalıdırlar. Bu araştırmada, evren grubunda (Elazığ, Bingöl) bulunan beden eğitimi ve spor öğretmenlerinin spor marka ürünleri tercihlerinin belirlenmesi amaçlanmıştır. Elazığ ve Bingöl Milli Eğitim müdürlüğüne bağlı eğitim kurumlarında görev yapan 402 beden eğitimi ve spor öğretmenleri katılımcıya ulaşılmış değerlendirilmeye alınmıştır. Anketin hazırlık aşamasında; Tozoğlu E. tarafından 2009 yılında doktora tezi için geliştirilen veri anketi, uzman görüşü alınarak çalışmanın amacına uygun bir şekilde anket uygulanmıştır. Araştırma sonuçlarına göre; Beden eğitimi ve spor öğretmenlerini Markalı spor ürünlerin tercihinde Cinsiyet, yaş, Görev yapılan yer, spor yapma sıklığı, Spor yapma nedeni, markalı ürün hakkında bilgi sahibi olma gibi değişkinlere göre değişiklik gösterdiği, Markalı spor ürünlerinin seçiminde; tasarım, kalite, imaj, statü, sağlık, kendini iyi hissetme, performans, risksiz ürün alanında lider oluşu gibi sebeplerden etkilendiği sonucuna varılmıştır. ANAHTAR KELİMELER: Beden eğitimi ve Spor öğretmenleri, Marka, Spor ürünleri, Marka tercih nedenleri, Elazığ, Bingöl.
A brand is a term, symbol, name or combination of these, which is produced by any business or offered to the market by more intermediary institutions, which gives an identity to the services and makes the related product different from its competitors. Businesses that produce sports products can be successful if they can effectively market their products or services in line with their goals or compete with other sports businesses in the market, but only if the brand and brand diversity is high. Sports businesses should analyze the concept of brand and how it is perceived by consumers, and try to create demand for their brand through effective communication tools in the market. In this study, it was aimed to determine the sports brand product preferences of sports teachers in the universe group (Elazig, Bingol). 402 physical education and sports teachers working in educational institutions affiliated to the Directorate of National Education in Elazig and Bingol were reached and evaluated. In the preparation phase of the survey; The data questionnaire developed by Tozoğlu E. for his doctoral thesis in 2009 was applied in accordance with the purpose of the study by taking expert opinion.According to the results of the research; Physical education and sports teachers in the preference of branded sports products vary according to variables such as gender, age, place of duty, frequency of doing sports, reason for doing sports, having information about the branded product, In the selection of branded sports products; It has been concluded that it is affected by reasons such as design, quality, image, status, health, feeling good, performance, being a leader in the field of risk-free products. KEY WORDS: Physical education and sports teachers, Brand, Sports products, Reasons for choosing a brand, Elazig, Bingol. December 2021, ..... Page
A brand is a term, symbol, name or combination of these, which is produced by any business or offered to the market by more intermediary institutions, which gives an identity to the services and makes the related product different from its competitors. Businesses that produce sports products can be successful if they can effectively market their products or services in line with their goals or compete with other sports businesses in the market, but only if the brand and brand diversity is high. Sports businesses should analyze the concept of brand and how it is perceived by consumers, and try to create demand for their brand through effective communication tools in the market. In this study, it was aimed to determine the sports brand product preferences of sports teachers in the universe group (Elazig, Bingol). 402 physical education and sports teachers working in educational institutions affiliated to the Directorate of National Education in Elazig and Bingol were reached and evaluated. In the preparation phase of the survey; The data questionnaire developed by Tozoğlu E. for his doctoral thesis in 2009 was applied in accordance with the purpose of the study by taking expert opinion.According to the results of the research; Physical education and sports teachers in the preference of branded sports products vary according to variables such as gender, age, place of duty, frequency of doing sports, reason for doing sports, having information about the branded product, In the selection of branded sports products; It has been concluded that it is affected by reasons such as design, quality, image, status, health, feeling good, performance, being a leader in the field of risk-free products. KEY WORDS: Physical education and sports teachers, Brand, Sports products, Reasons for choosing a brand, Elazig, Bingol. December 2021, ..... Page
Açıklama
Anahtar Kelimeler
Spor, Sports
