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INVESTIGATION OF PURCHASING ATTITUDES OF FANS RELATING TO THELICENSED PRODUCT MARKETING ACTIVITIES AT THE SPORTS CLUBS ACCORDING TO THE TEAM HELD VARIABILITY

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Author(s): Kürşat Yusuf AYTAÇ | İ. Fatih YENEL

Journal: Adıyaman University International Journal of Social Science
ISSN 1308-9196

Volume: 9;
Start page: 11;
Date: 2012;
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Keywords: Licensed product | fans | purchasing.

ABSTRACT
This study was carried out to investigate their attitudes to purchase licensed products according to their held team variability of the Beşiktaş, Fenerbahçe, Galatasaray and Trabzonspor fans. The study was conducted on the 2100 fans.In the study a questionnaire prepared by researcher was applied which has areliability co-efficient of Cranbach Alpha 783 and which is formed of 33 items and 5 sub-dimensions. In accordance with the data obtained, it has been identified that Fenerbahce fans have purchased for children in specially produced licensed products, Besiktas fans have purchased their team’s licensed products from the big stores which have easy Access Galatasaray fans have purchased the licensed products as they are satisfied with the attitude maintined by the store staff and Trabzonspor fans have purchased their own team's licensed products when their children grow up not to be another team supporter, obtained in accordance with the data to prevent their children to be other teams supporters when they grow up.

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