The Impact of Integrated Marketing Communications (IMC) Strategies on the Purchase Intention for Consumers of Health Club Services in the Arab Republic of Egypt.

Document Type : Original Article

Authors

1 Faculty of Physical Education - Mansoura University

2 Assistant Professor, Department of Sports Administration and Recreation - Faculty of Physical Education for Boys - Zagazig University

Abstract

The research aims to identify the impact of Integrated Marketing Communications (IMC) strategies on the purchase intention for consumers of health club services in the Arab Republic of Egypt, for a sample of consumers of health club services in the Arab Republic of Egypt, in addition to an indication of the difference in that depending on the variables of each (gender - period of membership in health services provided). To achieve this, the researchers used the questionnaire of (Integrated Marketing Communications (IMC) Strategies) and (Intent to Purchase for Consumers of Health Club Services in the Arab Republic of Egypt) as a tool for collecting data and information from an exploratory sample of (52) consumers and a basic sample of (414) consumers of health club services in the Republic of Egypt.
The descriptive results of the research For the Integrated Marketing Communication Strategies (IMC) questionnaire, the calculated value of (Ca2) is greater than the tabular one for all the statements of the questionnaire, where the calculated value of (Ca2) ranged between (9.705: 273.275), which shows that there are statistically significant differences in all statements.
The results also indicated, in the light of the research hypotheses, that there is a positive correlation between the strategies of Integrated Marketing Communications (IMC) with its axes, and the purchase intention of consumers of health club services in the Arab Republic of Egypt and its axes (0.01).


Keywords: Marketing communications, marketing information system, purchasing decisions, sports consumption, consumer satisfaction, sports consumer loyalty.

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