Identifying factors affecting the willingness to buy products and services in football in the Kurdistan region
Poster Presentation
Paper ID : 1127-SSRC
Authors
دانشجوی کارشناسی ارشد مدیریت ورزشی
Abstract
Abstract
Purpose: Branding is one of the most important principles of any business, which has its own strategies and principles. Every brand must have a specific goal, stability and integrity, flexibility and awareness of competitors. In this regard, The main purpose of this research is to what extent a sports brand can influence the purchase or use of soccer services.
Methodology: The present research was conducted in order to identify effective factors on the use of sports services and products in the Kurdistan region. In terms of the purpose and nature of the data, it is qualitative and the form of field data collection. Depending on the duration of cross-sectional implementation, it is a descriptive-analytical research in terms of the time studied. And the statistical population includes 10 people who are experts in sports management. A semi-structured interview was used to identify the factors. And to identify the factors, we have analyzed the transitive code of the effective factors.
Finding : The analysis of the interviews showed that these four factors of branding, human resources, financial resources and technology, which include 13 concepts, have the greatest effect on the desire to buy football products and services in the Kurdistan region, and paying attention to these factors to provide services and products Facilitates football audiences in the Kurdistan region
Discussion and conclusion: In order for the club to attract its audience, it needs to have a brand so that a fan can find his identity within that brand. The level of the brand competes with other brands to attract audiences and improve its quality level.
Purpose: Branding is one of the most important principles of any business, which has its own strategies and principles. Every brand must have a specific goal, stability and integrity, flexibility and awareness of competitors. In this regard, The main purpose of this research is to what extent a sports brand can influence the purchase or use of soccer services.
Methodology: The present research was conducted in order to identify effective factors on the use of sports services and products in the Kurdistan region. In terms of the purpose and nature of the data, it is qualitative and the form of field data collection. Depending on the duration of cross-sectional implementation, it is a descriptive-analytical research in terms of the time studied. And the statistical population includes 10 people who are experts in sports management. A semi-structured interview was used to identify the factors. And to identify the factors, we have analyzed the transitive code of the effective factors.
Finding : The analysis of the interviews showed that these four factors of branding, human resources, financial resources and technology, which include 13 concepts, have the greatest effect on the desire to buy football products and services in the Kurdistan region, and paying attention to these factors to provide services and products Facilitates football audiences in the Kurdistan region
Discussion and conclusion: In order for the club to attract its audience, it needs to have a brand so that a fan can find his identity within that brand. The level of the brand competes with other brands to attract audiences and improve its quality level.
Keywords