Showing 23 results for Marketing
Mr Seyed Mahdi Fareghi, Dr Nassrin Azizian Kohan,
Volume 100, Issue 100 (10-2020)
Abstract
A B S T R A C T
The aim of this research is to study and explore customer behavior and the relationships between sports good's consumers based on the results obtained from data mining, using the gathered information, and identifying profitable segments as the target market The research method is quantitative and its purpose is practical The target population of the study is online buyers of sports equipment After determining the variables based on the literature and designing a questionnaire derived from structural equation studies, and obtaining formal and content validity, and after collecting and screening the responses, a total of 300 samples were left for analysis based on thumb rule For reliability, validity, and data fit analysis, SPSS and Amos version 24 software were used, and for data mining, Excel and Weka 3.9.6 software were utilized. The results indicate that metropolitan cities, especially the capital, can be considered as ideal markets for the sale of sports equipment, and in preference among customers, employed and single people can be considered more profitable goals for marketers than unemployed or married people in the field of sports equipment, and women pay more attention to quality in choosing sports products than men, and men's priority in buying sports equipment is more reliant on the aspect of entertainment. |
Sara Pishvar Farsh, Mehrzad Hamidi, Hossein Rajabi Nooshabadi,
Volume 100, Issue 100 (10-2020)
Abstract
Aim: This study aimed to design an applicable model for performance management of swimming pools across Iran.
Methodes: Employing a qualitative approach with thematic analysis, data were collected through semi-structured interviews with 16 experts, including performance management specialists, officials from the Federation of Aquatic Sports, and pool managers, until theoretical saturation was reached. Data analysis was conducted using MAXQDA software through three stages: descriptive coding, interpretive coding, and integration.
Result: which resulted in the extraction of 511 initial codes, 82 descriptive themes, and 14 interpretive themes. To finalize the model and assign weights to components, the focus group technique was utilized, setting the total model weight at 1000. The final model includes four main components: Infrastructure and Standards (weight 380), Resource Management and Support (weight 250), Service Processes and Customer Experience (weight 250), and Marketing and Competitiveness (weight 120).
Conclusion: Findings revealed that infrastructure safety, human resource management, hygiene, marketing efforts, and customer experience improvements are the key drivers of enhanced swimming pool performance. The proposed model, covering technical, human, service, and cultural aspects, demonstrates adaptability to various operational contexts and provides a measurable, practical framework to facilitate the performance management of aquatic facilities across Iran.
Dr Ali Shah Hosseini, Dr Seyed Nasrolah Sajadi, Dr Hossein Rajabi,
Volume 100, Issue 100 (10-2020)
Abstract
This research aimed to design a personal branding model for elite individual athletes, drawing upon findings from previous studies. Employing a qualitative approach and Glaser constructivist grounded theory strategy, data were collected through in-depth, semi-structured interviews with 18 national and international champions and experts in sports marketing, selected via purposive sampling. Data collection continued until theoretical saturation was reached, and analysis was performed using MAXQDA 2022 software. The study's findings were categorized into three main axes: influencing factors, development strategies, and consequences of personal branding. Following an initial analysis of 251 propositions, 443 final frequencies were prepared for categorization. The research extracted four core concepts in personal branding and identified three main categories of influencing factors: "environmental factors," "individual athlete characteristics," and "athlete performance characteristics." In the strategies section, "enhancing individual capabilities," "striving for successful performance," and "branding education" emerged as prominent categories. Furthermore, the consequences of personal branding were categorized into "positive" (encompassing political, economic, individual, social, and athletic dimensions) and "negative" outcomes. Positive branding outcomes included economic benefits (revenue generation), individual growth (becoming a role model), social impact (increasing public awareness), and athletic advantages (enhancing sport popularity). Conversely, mismanagement could lead to negative consequences such as unethical attention or corruption. This study integrates these findings to offer a practical model for personal branding among individual athletes.
