نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه علامه طباطبایی
2 دانشگاه خوارزمی
3 دانشگاه محقق اردبیلی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The aim of this study was to compare marketing mix (product, price, place and promotion) of Iranin and foreign clothing in order to investigate the strategy of marketing mix for decreasing the weaknesses of domestic companies. To do this, Zamani’s marketing mix questionnaire (1392) was used. The content and face validity of the questionnaire were evaluated by six experts in sports management. And Cronbach's alpha was used to measure the reliability of the questionnaire (0.821). In addition, construct validity of the measurement tool was confirmed using Confirmatory Factor Analysis (CFA). 390 questionnaires were examined using random sampling. Data were analyzed using descriptive and inferential statistics (frequency, mean, Kolmogorov-Smirnov test, independent t-test). The results showed that elements of price, promotion and place in Adidas sports clothing had a higher level from customers’ viewpoint. It can then be concluded that to decrease the weaknesses of domestic sports companies, Majid sports clothing company should pay attention to the elements of price, promotion, and place. And to be successful in market competition, it should also pay attention to some factors such as fixedprice, advertisement, promotion, place method, good appearance of clothing and so on.
کلیدواژهها [English]
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