Facing overweight due to the current life style provokes human to think about reducing fat. Regarding the extensive advertisements on media about sport tools for losing weight, still it’s the question that whether these advertisements can be effective? The purpose of this research is whether sport media advertisement is an important and effective antecedent of consumers’ buying behavior of weight losing sport products. The statistical population consist thirteen municipality zones in Mashhad, that four zones selected by using cluster sampling. The measurement tool is a self-constructed questionnaire distributed among 300 respondents. Results show that there are significant relationships between TV advertisements, Pictures, Telephone and Word-of-mouth and people awareness about losing weight sport products; there are significant relationships between TV advertisements, Telephone and Word-of-mouth and convincing individuals toward losing weight sport products; there are significant relationships between TV advertisements and Word-ofmouth and intending to buy losing weight sport products. In fact, advertisements will have positive effects on product sale but the problem is that which media is suitable for advertising and what kind of product we have. In the current research, TV and Word-of-Mouth are the best media for advertisement of weight losing sport products.
کلید واژگان :Advertisement, Media, Sport products, Purchase, Losing Wight
ارزش ریالی : 600000 ریال
با پرداخت الکترونیک