Research Information System
1.ULUSLARARASI SOSYAL BİLİMLER VE EĞİTİM ARAŞTIRMALARI SEMPOZYUMU (ISCER, 2017), Antalya, Turkey, 3 - 05 November 2017, pp.105
Along with globalization, the sports industry is developing like other production and consumption areas. Within this industry, licensed product sales also take an important place along with revenues from publications, sponsorships, advertisements, game day income and sportsman transfers.In today's society where consumption is popular at all ponts, the clubs are trying to make the club gain a more strategic understanding of the continuity of providing income for clubs by offering more choices to its fans and productive consumers. Sports clubs that offer sales in many product stores ranging from uninhabited races, raindrops, muffin tie, scarf to scarf, handkerchief to towel, etc. earn serious income depending on the sporting and marketing success.
The purpose of this study is to identify the licensed product types used by university students in the most important and active target masses of sports clubs and what kind of relationships are there between variables such as gender, age, department, average monthly expenditure amount and residence status. The study was conducted with 412 participants selected from random sampling from the departments (social, science and health) in Selçuk University Alâeddin Keykubat Campus.
As a result of the research, it was determined that university students were mostly using “uniforms and shorts, sweat, t-shirts, sweaters and knits, scarves, shawls and gloves and accessories” among the licensed product categories. Male students prefer form and shorts, while female students use more of the products in the accessory category. When the relationship between age of participants and licensed product categories is examined; the participants in the form and shorts, sweat, t-shirt, sweater and knitwear and accessory categories are mostly used by the participants aged 21 years and over. In the use of weft, shawls and gloves, the participants between the ages of 17-20 are in front. Another finding of the study is that students with higher monthly spending spend more on licensed products than students with lower spending. Furthermore, when looking at the forms of residency and licensed product use of students, the residences of the private dormitories, government dormitories, the students' houses and the homeless are more likely to choose the form and the shorts than the other products.
Keywords: Sports Clubs, Licensed Product (Merchandise), Fan