Document Type : Original Article
Authors
1
Ph.D. Student of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
2
Assistant Professor, Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
3
Associate Professor, Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
Abstract
Introduction & Objective: Nowadays, all businesses are somehow associated with marketing mix and sports businesses are no exception. The purpose of this study is to compare the marketing mix of domestic and foreign sports apparel.
Methodology: The research method is descriptive-survey and applied. The population and sample consist of customers who have purchased at least one of the indoor and outdoor sports apparel authorized dealers. According to Cochran's formula, the minimum required sample size was 363. Data were collected using a questionnaire by Zadad et al. (2015). The validity of the questionnaire was evaluated by 7 sport management professors. Cronbach's alpha coefficient was used to measure the reliability of the questionnaire. Finally, Cronbach's alpha coefficient was obtained for product (0.77), price (0.85), distribution (0.80) and promotion (0.78). Data were analyzed using descriptive statistics (frequency tables, mean and standard deviation) and inferential statistics (independent t-test and Kolmogorov-Smirnov test for normal distribution of data). Statistical analysis was performed by SPSS software.
Results: The results showed that there is a significant difference between the marketing mix of domestic and foreign sports apparel brands, so that the external brands are better than the average.
Conclusion: Domestic manufacturers can promote their brand by modeling foreign brands and producing high quality and diverse apparel, fair pricing, diverse advertising, and the establishment of exclusive stores.
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