Kentsel alanda spor sponsorluğunun tüketici davranışları üzerindeki etkisi (Konya örneği)
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Dosyalar
Tarih
2011
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi Sağlık Bilimleri Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Araştırmamızda Konya kentsel alanında spor sponsorluğunun tüketici davranışları üzerindeki etkisi ortaya koymak amacıyla yapılmıştır. Bu bağlamda çalışmamız, sponsorluk yapan firmaların Konya kentsel alanındaki hedef kitleleri hakkında bilgi oluşturması açısından önemlidir. Kentsel alanda spor sponsorluğunun tüketici davranışlarına etkisini (konya ili) araştırmak üzere yapılan bu çalışmanın güvenilirlik ve geçerlilik çalışması Nisan- Mayıs ayında uygulanan anket sonuçunda gerçekleştirilmiştir. Alfa düzeyinin 0,05 olarak kabul edildiği güvenilirlik testinde kullanılan anket, (0,89) düzeyinde güvenilir olarak bulunmuştur. Gerekli düzenlemelerin ardından anket Konya kentsel alanı olarak nitelendirilen Meram, Karatay ve Selçuklu ilçelerini yaşayan ve tesadüfi örnekleme yöntemiyle belirlenen 400 kişiye uygulanmıştır. Verilerin değerlendirilmesinde ve hesaplanmış değerlerin bulunmasında SPSS 16.0 istatistik paket program kullanılmıştır. Veriler ortalama, standart sapma, yüzde ve frekanslar verilerek özetlenmiştir. Verilerin normal dağılım gösterip göstermediği One-Sample Kolmogorov-Smirnov testi ile test edilmiş ve verilerin normal dağılım gösterdiği tespit edilmiştir. Veriler normal dağılım gösterdiği için guruplar arasındaki farklılığın tespiti için bağımsız guruplarda t testi, ANOVA testi ve Tukey testi kullanılmıştır. Bu çalışmada hata düzeyi 0.05 olarak alınmıştır. Katılımcıların gösterdiği tüketci davranışları yaş, cinsiyet, eğitim ve gelir durumu, meslek, spora ve spor etkinliklerine olan ilgi durumu, ilgi duyulan spor branşını takip etme durumu ve firmanın algılanan samimiyet ve imaji ile karşılaştırılmıştır. Araştırmamız sonucunda spor sponsorluğunun tüketici davranışları üzerindeki etkisinin yaş, cinsiyet, eğitim, meslek, gelir durumları ile karşılaştırıldığında farklılık bulunmazken, spora olan ilgi düzeyi, takip etme durumu, firmanın algılanan samimiyeti ve imajı ile karşılaştırıldığında farklılıklar çıkmıştır. Kentsel alandaki tüketicilerin spora olan ilgi düzeyi, spor etkinliklerini takip etme durumu artıkça spor sponsorluğunu tüketici davranışları üzerindeki etkiside aynı oranda artmaktadır. Anahtar Sözcükler: Sponsorluk; Spor Sponsorluğu; Tüketici Davranışları
Our research was achieved to indicate the influence of sports sponsorship on customers attitudes in Konya urban area. In this context our studying has an importance for the sponsor firms to get informed about target groups in Konya urban area. The realibity and validity assessment of this studying achieved to research the influence of sports sponsorship in urban area (Konya) on customers attitudes was completed by the survey results of April and May. The survey used in realibity test in which alpa level is adopted as 0,05 was regarded as reliable with its 0,89 level. After the required arrangement, the poll was conducted for 400 residents randomly selected in Meram, Karatay and Selçuklu towns qualified as Konya urban area. SPSS 16.0 statistical package programme was used in data evaluations and finding computed amounts. Datas were summarized by average, standart deviation, percentage and frequencies. One- Sample Kolmogorov-Smirnov was used to control whether datas showed normal range and their normal range was confirmed. Because of normal range, t test, ANNOVA test and Turkey test were performed in independent groups for determination of difference. Error level in this study was accepted as 0.05. The participants consuming attitudes were compared with age, sexuality, educational background and income statue, job, statue of interest in sports and sport activities, statue of following the interested branch of sports and perceived sincerness and image of the firm. At the end of our research, while the influence of sports sponsorship on customers attitudes included no difference compared with age, sexuality, education, job and income statues, there were differences when they were compared with level of interest in sports, statue of following, perceived sincerness and image of the firm. The more level of consumers? interest in sports and statue of following sports activities in urban area are, the more the influence of sports sponsorship on customers attitudes is. Key Words: Sponsorship; Sponsorship of Sports; Consumers Attitudes
Our research was achieved to indicate the influence of sports sponsorship on customers attitudes in Konya urban area. In this context our studying has an importance for the sponsor firms to get informed about target groups in Konya urban area. The realibity and validity assessment of this studying achieved to research the influence of sports sponsorship in urban area (Konya) on customers attitudes was completed by the survey results of April and May. The survey used in realibity test in which alpa level is adopted as 0,05 was regarded as reliable with its 0,89 level. After the required arrangement, the poll was conducted for 400 residents randomly selected in Meram, Karatay and Selçuklu towns qualified as Konya urban area. SPSS 16.0 statistical package programme was used in data evaluations and finding computed amounts. Datas were summarized by average, standart deviation, percentage and frequencies. One- Sample Kolmogorov-Smirnov was used to control whether datas showed normal range and their normal range was confirmed. Because of normal range, t test, ANNOVA test and Turkey test were performed in independent groups for determination of difference. Error level in this study was accepted as 0.05. The participants consuming attitudes were compared with age, sexuality, educational background and income statue, job, statue of interest in sports and sport activities, statue of following the interested branch of sports and perceived sincerness and image of the firm. At the end of our research, while the influence of sports sponsorship on customers attitudes included no difference compared with age, sexuality, education, job and income statues, there were differences when they were compared with level of interest in sports, statue of following, perceived sincerness and image of the firm. The more level of consumers? interest in sports and statue of following sports activities in urban area are, the more the influence of sports sponsorship on customers attitudes is. Key Words: Sponsorship; Sponsorship of Sports; Consumers Attitudes
Açıklama
Anahtar Kelimeler
Sponsorluk, Spor sponsorluğu, Tüketici davranışları, Sponsorship, Sponsorship of sports, Consumers attitudes
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Ulu, E. (2011). The influence of sports sponsorship on customers' attitudes in urban area (example of Konya). Selçuk Üniversitesi, Yayımlanmış yüksek lisans tezi, Konya.
