Assessment on Applicability of Sport Marketing Practices in the Athletics Industry
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Getaneh, Marta | |
| dc.date.accessioned | 2021-06-15T10:20:12Z | |
| dc.date.accessioned | 2023-11-04T14:11:14Z | |
| dc.date.available | 2021-06-15T10:20:12Z | |
| dc.date.available | 2023-11-04T14:11:14Z | |
| dc.date.issued | 2014-06 | |
| dc.description.abstract | The study focused on the assessment the applicability of sport marketing practices in the case of Ethiopian marathon athletes. The purpose of the study is to assess the level of application of sport marketing mix in the case of Ethiopian marathon athletes. The researcher used descriptive type of research to conduct this study. The target population of this study is344that includes the employees of the EAF, marathon athletes and their representatives. The data was collected through structured questionnaire from 344 respondents. The questionnaire was distributed to the entire target population among which 296 valid responses was collected. The in depth interview was held with communication department of the EAF and athlete representatives using systematic random sampling. The data was analyzed using statistical package of social science (SPSS) 16.0. The finding shows that there is a shortage of sport products, expensive prices, limited distribution, less effort of promotional and sponsorships activities, low level of performance of the service provides, long and indistinct process and unattractive physical evidences in the athletics industry. Based on these results, the overall applicability of sport marketing mix in the athletics industry is low. From the conclusion on the sport marketing practices, recommendations are drawn to overcome the problems observed. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26826 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Sport Marketing | en_US |
| dc.subject | Sport Marketing Mix | en_US |
| dc.subject | Sport Marketing Practices | en_US |
| dc.title | Assessment on Applicability of Sport Marketing Practices in the Athletics Industry | en_US |
| dc.type | Thesis | en_US |