The AIDA model and its relationship to the promotional mix for consumers of sports club services in Dakahlia Governorate

Document Type : Original Article

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Mansoura university , Faculty of sport education , adminestration department

Abstract

Research Abstract

The research aims to identify the AIDA model and its relationship to the promotional mix for consumers of services for a sample of members of sports clubs in Dakahlia Governorate, in addition to showing the difference in that according to the variables of age - gender - economic level, and to achieve this the researcher used a questionnaire from (AIDA model) and ( The promotional mix) as a tool for collecting data and information from a survey sample consisting of (50) and a basic sample of (401) members of sports clubs in Dakahlia Governorate. The calculated (Ka2) value is greater than the tabular (9.49), for all the statements of the two questionnaires, where the calculated (Ka2) value ranged between (62.47: 255.69), which shows that there are statistically significant differences in all the statements. As indicated by the results in the light of the research hypotheses that there is a positive, statistically significant correlation at the level (0.01) between the AIDA model with its axes and the promotional mix with its axes.

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