Document Type : Research Paper
Authors
Abstract
The purpose of this study was the Factor Analysis of marketing barriers of attraction and development of fans in Iran`s football pro league clubs. The method that applied in this research was descriptive with survey approach. So, According to the nature of study, the population was total of executive managers of football clubs in Iran football pro league (90), the experts of football federation (150) and some professors of sport management in physical education university (120). According to Morgan sampling table, the sampling of this study were 63 of executive managers, the experts of football (98 people) and 60 sport management professors. Based on a review of the literature of other studies, questionnaire was developed with revise of 15 academic Professors and football expert for reliability confirmation. Also for determining the construct validity of Questionnaire, statistical method of “Exploratory factor analysis” was used in order to Measure the Adequacy of the Sampling, Kaiser-Meyer-Olkin (KMO) criterion was used. In order to determine the correlation between variables, the Bartlett's Test of Sphericity was used. KMO of this study was 0/718 on a 0.001 level of significance for Bartlett's Test. Also The reliability of it has been computed with Cronbachs Alpha coefficient method (0/83). After extraction of explanatory factors, seven factors (Public relation management, Place, pricing, distributed channel, ultra organization powers, Product and management of process and quality) with computing 49.56% variance became evident. According to mean rank of Friedman test, priorities of marketing barriers were Product (4.16), Place (4.09), Powers of market (4.01), Pricing (3.84), Public relation (3.72), Process (3.68) and Distributed channel (3.26). in addition according to result, itproposed that, sport marketing managers in different level of Iran football with attention to identifying factors and priorities of them, have effective planning in attraction and development of fans in Iran`s football industry.
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