MARMARA UNIVERSITESI BED EN EGITIMI VE SPOR YVKSEK OKULU LISANS VE LISANSUSTU OGRENCILERINDE MARKA TERCIDINDE ETKiLi OLAN iLETi iM ARA<;LARININ ARA TIRILMASI/ MARMARA UNIVERSITY PHYSICAL EDUCATION AND SPORTS IN HIGH SCHOOL, UNDERGRADUATE AND GRADU

Authors : Erdogan Tozoglu, Gokhan Yazici, Kenan Sebin, Özgür Bostanci

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Publication Date : 2013-01-27

Article Type : Other

Abstract :Yapzlan bu ara$lZmzanzn  amacz;  Mannara  Oniversitesi  Beden  Egitimi  ve   Spar Yilksek Okulu  lisans ve lisansiJ.sti1 ogrencilerinde marka tercihinde etldli alan  ileti$im ara{:larzmn  tii.keticiler Uzerindeki etki diizeylerini ve markalz iirilnleri kullanma durumlarzm ara$lzrmak  amaczyla yapzlmz$lZr. Ara$lZrmada anket yOntemi kullanzlmz$lzr. Anket, Marmara Oniversitesi Beden Egitimi ve Spor Yuksek  Okulunda lisans, yuksek lisans ve doktora ogrenimi goren 80 bayan ve 170 erkek olmak uzere, 250  ogrenciye uygulanmz§lzr. Uygulamalar sonucunda elde edilen veriler, SPSS paket programznda  degerlendirilmi§tir. Verilerin analizinde ki kare-yuzde ve frekans teknikleri kullanzlmz§IZr. Bulgular sonucuna gOre;  katzlzmczlarzn  %54 \'il spor iirilnleri dz$mdald  iirilnlerde, marka  tercihinde  hazen  bulunduklarmz,  fakat   spar  UrUnlerinde  marka  tercihinde   %72 \'i  oranznda bulunduklarzm belirtikleri ortaya t;zkmz$llr. Katzhmczlarm, marka tercihine etki eden  arat;lara,  en  fazla  etki  eden  %63 oranznda    sosyal   t;evre  oldugu  ortaya  t;zkmi$lzr.  Ara$lzrmada     %63 oranznda  reklamlar, %62 oranznda spor etkinliklerinin marka tercihinde etkili oldugu ortaya (:zkmz§tzr. Fakat marka  tanztzm  ara larmdan,  radyonun  %73 oranznda  marka  tercihinde  etkisiz  oldugu ortaya pkml$1lr. Sonu{: olarak, ara tzrma sonucunda ogrencilerin spar  iiriinlerinde  marka tercihinde etkili o/an  ileti$im arac;lanmn, neler oldugu ortaya c;zkanlmz$ ve bu bilgiler Z$zgznda spar UrUnleri Ureten i  letmelere de Oneriler sunulmu$!Ur. Anahtar kelimeler: Marka tercihz: iletz$im, spar, tiiketici, iiriin. This research aims to indicate the use of trademarks and the influence of mass media on the choice of these trademarks among graduate and post-graduate students. The qoestionnaire method was applied in the research.!! was carried out on a total of 250 graduate  and post-graduate students in the School of Physical Education and Sports at Marmara University of  which eightywere female and 170 male. The obtained outcomewas evaluated with the SPSS programme.  Square-percentage and frequence techniques  were used. According to the findings %54 of the students occasionaly made a trademark choice in things apart  from sport equipment but this percentage was about %72 when choosing sport equipment. The most effective influence for the trade mark choice with a percentage of %63 appeared to be the  social environment. Advertisements with a percentage of%63 and sport events with %62 were  influential in the choice. Besides, the radio appeared to be %73 ineffective. Ultimately, the effective and  non-effective means of mass media on the choice of sport  trademarks  were  indicated  and  in the light  of this information  advices  to sports  equipment producers were proposed. Key words: Trademark choice, communication, sports, consumer, product.
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