SPORTS CONSUMPTION MARKETING COMPONENTS: EFFORTS TO INDIVIDUALS WHO ARE MEMBERS OF THE SPORTS CENTER

Abstract

Author(s): Sel├žuk Bora ├çAVU?O?LU, C. Nihal YURTSEVEN, Ataman T├ťKENMEZ, Feray K├╝├ž├╝kba? DUMAN, Emrah SERDAR, Eray YURTSEVEN

The aim of this study is to evaluate the marketing components of individuals who are members of the sports center located in Istanbul, Europe. The sample group of the study consisted of a total of 194 persons, 92 males and 102 females who actively participated in the sports center located in Istanbul, Europe in 2015-2016. In the study, "Marketing consumption in Sports" scale, which was developed by Yalç?n and colleagues (2004), was used to measure participants' knowledge about marketing services to sports consumers. The Kolmogov-Smirnof normality test was performed with normal distribution of data, and Mann-Whitney U and Kruskall Wallis tests were applied as the data were fit to non-parametric test conditions. It was found that there was a significant difference between subscales of Marketing Components in Sports Consumption according to gender of participants only in Public Relations sub-dimension (p <0.05). The subscale scores of the female students in relation to the public are higher than the subscale scores of the male students in relation to the public. According to the age and monthly income of the participants, there was no statistically significant difference between the subscales of Marketing Components in Sport Consumption (p> 0.05). As a result, it has been concluded that women's participation in sport centers is an important factor in public relations, such as the introduction of sport management, and that age and monthly income are not important variables in terms of sports marketing components.

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