چکیده مقاله
Introduction: Women's participation in sports and their sustainable presence in sports activities are among the important issues that have been considered due to the increasing importance of sports and physical activities in promoting women's mental and physical health, which in turn leads to the health of the future generation Naghizadeh Baghi et al , 2021 Badminton, as a dynamic and technical sport, is not only suitable for maintaining fitness and strengthening motor skills, but also one of the ideal options for women due to its ability to play in indoor environments and without the need for complex equipment Bahiraee, 1403 Despite the existence of sports infrastructure, potential talents, and natural potential, the development of badminton among women faces numerous challenges The lack of proper planning for marketing this field, the lack of financial and advertising support, the lack of sufficient awareness among women, as well as cultural and social barriers, are among the factors that have caused the lack of proper development of this sport These factors have caused badminton to not find a desirable position among women as a professional or public sport Pour Kiani, 1401 In order to carry out appropriate planning and to develop women's badminton, it is very important to pay attention to the strengths and weaknesses The purpose of this study is to investigate the weaknesses of marketing women's badminton in Ardabil province Methodology: The present study is applied in terms of purpose In terms of data collection method, the present study is descriptive survey The statistical population of this study consists of all coaches, referees and athletes, officials, veterans and experts in women's badminton in Ardabil province G Power3 1 9 2 software was used to determine the sample size, and the sample size was 120 people Cluster and simple random sampling methods were used to select the sample units To measure weaknesses, a questionnaire was used that was obtained from the codes obtained from the focus group meeting with the heads and vice heads of the badminton boards of the city and the provincial center To determine the validity of the questionnaire, face and content validity were used, and to examine the reliability of the measurement tool, Cronbach's alpha coefficient was used, and to test the hypotheses, a one sample t test was used using spss26 software Findings: The present study is applied in terms of purpose In terms of data collection method, the present study is descriptive survey The statistical population of this study consists of all coaches, referees and athletes, officials, veterans and experts in women's badminton in Ardabil province G Power3 1 9 2 software was used to determine the sample size, and the sample size was 120 people Cluster and simple random sampling methods were used to select the sample units To measure weaknesses, a questionnaire was used that was obtained from the codes obtained from the focus group meeting with the heads and vice heads of the badminton boards of the city and the provincial center To determine the validity of the questionnaire, face and content validity were used, and to examine the reliability of the measurement tool, Cronbach's alpha coefficient was used, and to test the hypotheses, a one sample t test was used using spss26 software Conclusions: The results of the research showed that the variables of marketing database, strategic marketing plan, lack of financial resources, badminton talent search, media relations, and club priority are among the weak points of women's badminton marketing in Ardabil province
کلیدواژهها
نویسندگان
Fatemeh Ghahramanzadeghan
Mehrdad MoharramzadehAbbas Naghizadeh-Baghi
مهرداد محرم زاده
Fatemeh GhahramanzadeghanAbbas Naghizadeh-Baghi
Abbas Naghizadeh-Baghi
Fatemeh GhahramanzadeghanMehrdad Moharramzadeh
شیوه ارجاع
Ghahramanzadeghan, Fatemeh and Moharramzadeh, Mehrdad and Naghizadeh-Baghi, Abbas,1404,The effect of brand awareness on Beta Sport customers' purchase intention,The first international conference on civic sport and sustainable development,Tehran
ارائهشده در
مجموعه مقالات اولین همایش بین المللی ورزش شهروندی و توسعه پایدار24 مهر 1404 · تهران