The Comparison of Marketing Mix of Domestic and Foreign Sports Clothing with Weaknesses of Domestic Sports Companies: The Study of Adidas and Majid

Pirjamadi, Sahar; Elahi, Alireza; Moharamzadeh, Mehrdad

doi:10.22054/qrsm.2019.11003

The Comparison of Marketing Mix of Domestic and Foreign Sports Clothing with Weaknesses of Domestic Sports Companies: The Study of Adidas and Majid

Document Type : Research Paper

Authors

Sahar Pirjamadi

Alireza Elahi

Mehrdad Moharamzadeh

10.22054/qrsm.2019.11003

Abstract

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.

Keywords

Marketing Mix

Sports Customer

Sports Clothing

Adidas

Majid