The Effectsof The 7P Marketing Mix ComponentsOn Sporting Goods Customer Satisfaction
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 1
Abstract
The current study aimed at evaluation of the effects of each of 7P marketing mix elements on the sporting goods costumers’ satisfaction in Tehran City. The statistical population of the current study included the sporting goods costumers in Tehran City whose number is infinite. Regarding the infinity of the statistical population, the Cochran’s sample size formula was used for determination of the sample size. According to this formula, the least acceptable sample size for this study was 380 samples. The current study is of applied type in terms of objective and it is of descriptive type from correlational branch (modelling the additional-structural equations) in terms of data collection procedures. The obtained data were analyzed through structural equation modelling, by the use of Smart Pls software for detailed investigation of the causal and effective relationships between the marketing mix elements and their effects of the customers. The results of the analyses showed that the marketing mix elements have a significant effect on the sporting goods customers’ satisfaction.
Authors and Affiliations
Mojtaba Alipour, Behnam Mohammad Pour, Ali Darbahaniha
Keywords
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