Abstract:

This study aims to understand effects of word of mouth communication on Europe side of Istanbul sport centers participants decision making process about nutritional supplements purchase. The participants of survey choosen randomly are between the range of 16-51 and their avarage of age is 28. Totaly 138 person were participated to study. Didem AYDIN made validity and reliability test and survey form includes 30 questions and three parts. Five unit Likert scale is used. The datas were tested by SPSS 20. Frequency, crosstab, t-test-anova analysis were used. We observed that when they are purchasing nutritional supplements, %83 of men and % 79 of women are considering experience, information, and advices. The participants considered experience, information, and advices and they prefered % 34.8 protein powder, % 10.9 amino asit, % 8.7 le-karnitin or cla products. Men participants are purchasing products via internet and they use respectively chat and forum websites, shopping websites and news websites. Women participants are purchasing products via internet and they use respectively chat and forum websites, video share websites and shopping websites. When participants of study are making purchase decision, %46.4 of them care expertness of source, %29.7 of them care consultants experience, % 15.2 of them care consultants information. We observed that men consider experience, information and advise more than women at their nutrition supplement purchasing process. Also it can be said that the sources experience, information and expertness has a significant role at consumers purchasing decisions.

Keywords: