The research of the factors affecting the trade mark preferences of the students attending Higher School of Physical Education and Sports

This study was made to identify the factors affecting the trade mark preferences of the students attending Higher School of Physical Education and Sports. In this study survey technique was used as data collecting tool and the surveys were applied by the searcher. The questionnaire was applied to 88 males and 122 females who are the students of Higher School of Physical Education and Sports. By the investigating thefactors affecting sports products’ trade mark preferences, the scale was subjected reliability test with Cronbach Alpha technique and it was found valid with the rate of %85. For this study, the scale of which reliability and validity test has been made before by Tozoğlu (2009) was used. The data collected was evaluated through the SPSS programme. While evaluting, the percentage and frequency test results were used. The objective of this study is to determine how often the students attending Higher School of Physical Education and Sports does sports and whatkind of sports and recreation activities they do and whatkind of clothes and what trade mark clothes they prefer while doing these activities and what affects these preferences. It is also considered that this study will provide infomation to companies producing sports products about the expectations and needs of market and which communication tools are effective on the consumers.