"More than just a poster?" A case study looking at the marketing methods that can influence female participation in kickboxing within a rural community area.
Cardiff Metropolitan University
MetadataDangos cofnod eitem llawn
Two problems were identified that ignited the motivation to conduct this study. This included; low rates of female participation in physical activity in the UK and that Kickboxing can be deemed a male orientated sport. This brought light to the question looking specifically at the marketing methods that can influence females to participate. The study was integrated to look precisely at Kickboxing in rural communities (Lincolnshire). The study is significant to the kickboxing community as it will act as a guide of recommendations on how to attract more female participants, which will then work in conjunction with increasing the rates of female participation in physical activity. A combination of mixed methodology was used, including; qualitative and quantitative methods. The data collection presided with the use of questionnaires with open questions (Qualitative) and questions with numerical value (Quantitative). These questionnaires were distributed to twenty participants who attended Centurion Martial Arts (10 parents of under eighteen years of age female’s, 10 over the age of eighteen females). Each questionnaire was individually analysed to identify themes. Main findings of the study concluded that female role models have a strong influence on female participation, particularly in young girls and that this should be utilised into CMA’s marketing plans. It was also identified that each aspect of the 5 p’s of marketing had significant influences on participation among females. However each depended on the individual needs of those who attended. Limitations were identified that the study could have used other forms of data collection including; one to one interviews and focus groups, in order to create more justification for the recommendations given and the validity of the findings. Because of this it was also recommended that this study should be used for future research in order to investigate on a wider scale.
Yn dangos eitemau sy’n perthyn drwy deitl, awdur, pwnc a chrynodeb.
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