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Abstract


INVESTIGATION OF THE SHOE BRAND PREFERENCES OF STUDENTS OF FACULTY OF SPORTS SCIENCES
When athletes consider the difficulties they will face against their opponents in their sports lives, they resort to various methods to overcome these difficulties and attain the desired level of success. In this study, it was aimed to investigate students’ levels of income, gender and importance of different departments on brand preferences as well as the reasons influencing their brand preferences. As a result of this study, the importance of marketing by considering the elements influencing brand preferences for manufacturers in their sales was acknowledged and a production line was determined in accordance with these expectancies. This study was prepared for measuring the brand attitudes of students of the Faculty of Physical Education and Sports Sciences, and the Attitude Scale, which was developed by Yavuz Selim Ağaoğlu, was utilized. The scale consisted of 17 items and it was conducted with a total of 100 individuals, including 60 individuals from the Department of Sports Management and 40 individuals from the Department of Coaching Education, chosen with the simple random sampling method in order to determine the factors affecting the brand preferences of students. As a result of the study, no significant difference was observed in attitude items such as satisfaction, properties of materials, obtaining auditory information from radio and friends’ suggestion on brand preferences according to gender. In attitude items such as the chance to pay with a credit card and friends’ preference, it was determined that female individuals agreed less than male individuals while the importance of friends constituted a significant difference in brand preference for students studying in 4th grade. Additionally, it was determined that there was no significant difference in attitudes such as satisfaction from the product, properties of materials, obtaining information from media according to the limit of spending.

Keywords
Student, Brand, Attitude, Shoe


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