Document Type : Research Paper

Authors

Abstract

Background & Purpose:Import of the foreign stuffs specially international foreign sportswear make a pressure on manufacturing and production of internal stuffs. In fact, essence of the foreign stuffs is a switch Challenge for the internal production. The overall purpose of this study was to appointment and premiership of elements of marketing mix in international foreign sportswear (adidas brand) shopping from the customers' viewpoint.
Methodology: This study was a descriptive-survey research and in form of field study. The population was all the international foreign sportswear (adidas brand) purchasers. In sake of sampling the random cluster method used. To compute the sample size, the Cochran formula was used. Data was collected by prober made questionnaire. The questionnaire after review of face validity by the sport management experts, was applied in a pilot study and their reliability was confirmed by Cronbach’s alpha test for product, price, promotion and place. Data were analyzed by k-s, binomial and Friedman variance analysis tests.
Results:Results showed that all of the elements of marketing mix from customer viewpoint in international foreign sportswear (adidas brand) shopping have influence.
Also premiership of elements of marketing mix in international foreign sportswear (adidas brand) shopping was:1- product 2- price 3- place and 4- promotion.
Discussion:Premiership and importance of elements of marketing mix are different. So, sportswear producers must recognize this premiership and handle it to procure costumers.
 

Keywords


 
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