Document Type : Research Paper
Authors
1 M.Sc. of Sport Marketing, Imam Reza International University
2 Assistant Professor of Sport management, Imam Reza International University
Abstract
The aim of this study was to investigate the factors affecting the definition of the marketing of color psychology on the architecture of physical and fitness clubs in Mashhad. The research method is a descriptive survey of which the required data were collected through a questionnaire. The questionnaire from the research background (Morton, Chang velin, 2010) was used with 24 questions in the 5 Likert option spectrums. Data were analyzed using descriptive and inferential statistics and statistically significant (P ≤ 0.05). The results of exploratory factor analysis showed that 5 factors had the ability to identify, and in total, 65.04% of the marketing variance explained the psychology of color.Also, due to the explained contribution of variance for each of the factors, the mental factors, psychological sensation, detection power, penetration power and color personality were the highest priority respectively. According to the analysis of the findings, the importance of marketing and customer attraction for the clubs, in particular the consideration of the psychological principles of color indicates the need to recognize the factors that influence the design of spaces and sports facilities.This review could have a positive and different impact on customer acquisition in fitness and aerobics clubs.Understanding colors and paying attention to the impact on people can be a new way of marketing and attract customers and be particularly welcomed by customers.On the other hand, advertising and creating psychological attitudes can create a peripheral color with the relaxation or attractiveness of the corresponding sports field in that club.
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