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ÖZET Bu araştırmanın amacı; Beden Eğitimi ve Spor Yüksel Okulu lisans ve lisansüstü öğrencilerinin spor ürünü satın alırken marka tercihinde etkili olan unsurların araştırılmasıdır. Araştırmada anket yöntemi kullanılmıştır. Ölçme aracı olarak hazırlanan anket, Marmara Üniversitesi Beden Eğitimi ve Spor Yüksek Okulunda lisans, yüksek lisans ve doktora öğrenimi gören 80 bayan ve 170 erkek olmak üzere, 250 öğrenciye uygulanmıştır. Elde edilen veriler, SPSS paket programında değerlendirilmiştir. Verilerin çözümlenmesinde ki2 ve frekans teknikleri kullanılmıştır. Bulgularda ankete katılan bireylerin %54’ü spor ürünleri dışındaki ürünleri satın alırken marka tercihinde bazen bulundukları, fakat spor ürünleri satın alırken marka tercihinde %72’i oranında bulundukları ortaya çıkmıştır. Araştırmaya katılan bireylerin, spor ürünlerinde markayı tercih etmesinde, markanın; kalite, dayanıklılık, tasarım, kullanışlılık, güvenirlilik, emniyet, moda ve sağlıklı olması özelliklerinin, etkili olduğu ortaya çıkmıştır. Bununla birlikte bireyler üzerinde markanın psikolojik (duygusal ilişki) etkisinin de markalı spor ürünü tercihinde etkili olduğu da ortaya çıkmıştır. Sonuç olarak, araştırma sonucunda öğrencilerin spor ürünlerinde marka tercihindeki unsurların neler olduğu önem oranı ortaya çıkarılmış ve bu bilgiler ışığında spor ürünleri üreten işletmelere de öneriler sunulmuştur. Anahtar Kelimeler: spor, marka, ürün. ABSTRACT The aim of this research is to fınd out the elements which affect the brand choice of faculty and graduate students in Physical Education and Sports School while buying sport products. A survey was made to carry out this research.The survey was carried out in 250 students, 80 female-170 male, who are studying faculty, graduate and post-graduate courses in Physical Education and Sports School at Marmara University. Ki 2 and freguency technigues were used to analyse the data. In the findings, it has been found out that %54 of the students sometimes make a brand choice while buying non-sport products, but % 72 of them make a brand choice while buying sport products. It has been seen that, fort he individuals in the survey, guality, enduranc, design, practicibility, reliability, that safety and health aspects of the branda re effective in the choice of it. Morever, it has psycholigical effect (emotional relation) has also an influence on the choice of brand. As a result, the importance of the elements which are important for students in choosing the brand in sport products has ben found out and in accordance with these findings, offerings have been made to companies prodducing sport products. Key Words: Sport, Brand, Product
The purpose of this research is to investigate the elements that are effective in the brand choice while buying sports products for the Bachelor and Graduate School of Physical Education and Sports. The research method has been used. The survey, prepared as a measurement tool, was applied to 250 students, including 80 women and 170 men, who saw a bachelor's, master's and doctoral studies at the University of Marmara's Physical Education and Sports High School. The data obtained is evaluated in the SPSS package program. In the processing of data, Ki2 and frequency techniques have been used. The survey found that 54% of individuals who participated in the survey had a brand preference when they bought products other than sports products, but 72% had a brand preference when they bought sports products. When individuals who participated in the study chose the brand in sports products, it was found that the brand’s characteristics of quality, durability, design, usability, reliability, safety, fashion and health were effective. However, it has also been revealed that the psychological (emotional) effect of the brand on individuals is also effective in the preference of the brand sports product. As a result, the research has revealed the importance of what the elements in the brand preference of the students in sports products are, and in the light of this information, recommendations have also been made to the companies that produce sports products. Keywords: sports, brand and product. ABSTRACT The aim of this research is to find out the elements that affect the brand choice of faculty and graduate students in Physical Education and Sports School while buying sports products. A survey was made to carry out this research.The survey was carried out in 250 students, 80 female-170 male, who are studying faculty, graduate and post-graduate courses in Physical Education and Sports School at Marmara University. Ki 2 and freguency technigues were used to analyze the data. In the findings, it has been found that 54% of the students sometimes make a brand choice while buying non-sport products, but 72% of them make a brand choice while buying sports products. It has been seen that, fort he individuals in the survey, guality, enduranc, design, practicability, reliability, that safety and health aspects of the brand re effective in the choice of it. Morever, it has psycholigical effect (emotional relationship) has also an influence on the choice of brand. As a result, the importance of the elements that are important for students in choosing the brand in sports products has I found out and in accordance with these findings, offers have been made to companies producing sports products. Keywords: brand, product, sport
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