نوع مقاله : مقاله پژوهشی
نویسندگان
1 مدیریت ورزشی_دانشکده علوم انسانی_دانشگاه کردستان_سنندج
2 دانشجوی دکتری مدیریت بازاریابی و رسانۀ ورزشی، دانشگاه کردستان، ایران، سنندج
چکیده
هدف پژوهش حاضر ارائه مدل شناسایی عوامل ترغیب‌کننده مشتریان در فروش شخصی محصولات ورزشی می‌باشد. این پژوهش از نوع توصیفی- پیمایشی و به روش میدانی انجام شده است. جامعه آماری مورد مطالعه کلیه مصرف‌کنندگان کالای ورزشی در سطح شهر تهران بود. به‌صورت نمونه‌گیری تصادفی ساده 306 پرسشنامه جمع‌آوری گردید. ابزار اندازه‌گیری پرسشنامه بک‌ویل و میشل، 2003 و دیوید یان و همکاران، 2012 بود. روایی صوری و محتوایی توسط چند تن از اساتید و دانشجویان دکتری مدیریت ورزشی مورد بررسی قرار گرفت. مطلوبیت پایایی، روایی همگرایی و روایی واگرایی حاکی از برقراری روایی سازه‌ای مدل داشت. یافته‌ها نشان داد که بین نمونه‌های رایگان، تخفیف و عادات خرید اثر معنی‌داری وجود دارد همچنین بین محیط فیزیکی، محیط اجتماعی و ارتقاء فروش اثر معنی‌داری وجود دارد در نهایت بین ارتقاء فروش و عادات خرید رابطه معنی‌داری وجود داشت؛ بنابراین، درک و شناسایی عوامل ترغیب‌کننده مشتریان در فروش شخصی کلید موفقیت در برنامه‌ریزی و مدیریت بازاریابی در شرایط فعلی می‌باشد.
کلیدواژه‌ها
عنوان مقاله [English]
The effects of social environment, physical environment, free samples and discounts on promoting sales and shopping habits to sports consumption
نویسندگان [English]
- arash zarei 1
- Alireza Zare 2
- Hosein Mansouri 2
1 university of kurdistan
2 Ph. D. Student of Marketing Management and Sports Mediat, Kurdistan University, Sanandaj , Iran
چکیده [English]
The purpose of the present study is to present a model to identify the effects of social environment, free samples, discounts and shopping habits on promoting sales and shopping habits on sport consumption. The study population was all consumers of sporting goods in Tehran. 306 questionnaires were collected by simple random sampling. The Beckville & Michel Questionnaire, 2003 and David Yan et al., 2012 were used as the measurement tools. Face and content validity were evaluated by several sports management professors and PhD students. Reliability, convergent validity, and divergence validity indicated the construct validity of the model. The results showed that there was a significant relationship between free samples, discounts and shopping habits. Also, there was a significant relationship between physical environment, social environment and sales promotion. Finally, there was a significant relationship between sales promotion and shopping habits; Customers in personal sales are the key to success in marketing planning and management under current circumstances
کلیدواژه‌ها [English]
- Personal Selling
- Sporting Goods
- Shopping Habits
- Physical Environment
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