Document Type : Research Paper
Authors
1 M. Sc. Sport Marketing Management, University of Kurdistan
2 Professor of Sport Management, University of Kurdistan
3 Assistant Professor of Sport Management, University of Kurdistan
Abstract
This study seeks to identify and prioritize the preferences of foreign second-hand sporting goods. The research was conducted in two stages, the first stage process using semi-structured interviews with 11 expert opinions, Management professors marketing, sports marketing, economics and vendors were set up at this stage 5 was identified indicators and 17 sub-indicators. To ensure the validity of the identified indicators, the Czech method was used by the interviewees. Compare Rates conflict as well as to the validity of 0.09, 0.03, 0.08, 0.05 and 0.09 respectively. The results showed that the most important economic indicators, respectively, after the relative weight of 0.39, 0.256 of the brand, social, 0.153, 0.115 and tourist resorts after sales locations are weighing 0.086. Also, in the sub-criteria weighting in the benchmark economically with the relative weight of 0.492; the brand standard and ensure the quality of goods weighing 0.462, 0.515 in the social dimension of public problems in tourist resorts diversity after 0.627 and in after sales locations offer extensive services in the first place was 0.560 weight. According to the results it could be stated that the economic and dimensions of brand equity or brand of the most important factors in which a shopping preference of consumers due to cost and quality of the goods in throughput. This suggests that factors external to the industry was to ensure domestic consumers, which resulted in throughput of weakness and inefficiency of the domestic garment industry.
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