Abstract
The purpose of this study is to determine the factors affecting brand preference and loyalty of physical education and sports teachers and to analyse it according to the demographic characteristics. The research population is composed of 265 physical education teachers working in Elazig province. The research sample is composed of 158 male and 39 female as a total of 197 voluntary physical education teachers working in Elazig province in 2016-2017 academic year. As a data collection tool, Personal Information Form prepared by the researcher and Brand Preference and Loyalty Scale developed by Cifci were used. Mann Whitney U and Kruskal Wallis H tests among the statistical analyses were used and p<0.05 was accepted as the significance level. In conclusion, high preference of physical education teachers with an income level of 2001-2500 TL for branded product and the low level loyalty of physical education teachers with a bachelor degree for branded products were significant. It has been observed that the physical education teachers working as permanent teachers in public schools consider brand and quality equal and they attach importance to the quality in preferring branded products. It has been determined that the higher the demand for branded products is, the higher the income level becomes. The brands of Adidas, Nike and Hummel have been found to be preferred more.
Highlights
The concept of a brand is a phenomenon based on very ancient histories
In order to determine the relation between high level satisfaction and a strong loyalty, it becomes obligatory to conduct a market research which includes a well investigation of consumer preferences and determining the factors affecting the brand preference [5]
Looking at frequency and percentage distributions of data obtained, it is observed that 80.2% of the participant physical education teachers (n=158) are male, 67% of them (n=132) are married, 93.4% of them (n=184) work in public schools, 90.4% (n=178) works as permanent staff, 85.3% (n=168) has a bachelor degree and 56.9% (n=112) is in the age group of 31-40. 45.7% (n=90) of the physical education teachers are in the income level of 2500-3001 TL, the shopping frequency of 52.3% of them (n=103) is irregular, 65.0% (n=128) buys the branded product from the store and 68.5% (n=135) prefers the high quality generic products for the products of same price (Table 1)
Summary
The concept of a brand is a phenomenon based on very ancient histories. In the excavations performed by the researchers, many handprints believed to have dated back to BC. 15 and being the indicators of possession were found in the walls of Lascaux Caves in Southern France. 15 and being the indicators of possession were found in the walls of Lascaux Caves in Southern France. Old civilizations such as Egyptians, Greeks, Romans and Chinese formed the concept of brand by putting stamps on pottery and other items to indicate ownership and quality [22]. Today's modern marketing approach requires businesses to achieve customer satisfaction at the highest level to ensure customer loyalty. In order to determine the relation between high level satisfaction and a strong loyalty, it becomes obligatory to conduct a market research which includes a well investigation of consumer preferences and determining the factors affecting the brand preference [5]
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