Identification Factors Affecting the Market Demand of Women's Taekwondo Clubs

In recent years, women’s taekwondo has grown dramatically in the country, and this increases the number of sports clubs and competition with other sport fields. Success in such space requires identification and consideration of customers’ expectations. The main purpose of this study was to identify factors affecting the market demand for women’s taekwondo clubs. The statistical population of this research includes all customers over 14 years of women’s taekwondo clubs in Ahvaz. Using randomized cluster sampling method, 119 athletes were selected as the statistical sample. The research tool was a modified questionnaire for market demand dimensions Kim et al (2009). After verifying the validity of experts (n=9), reliability of the questionnaire was verified by Cronbach’s alpha coefficient. Descriptive statistics (mean, standard deviation, frequency, percentage, etc.) and inferential statistics (exploratory and confirmatory factor analysis) were used to analyze the data. The findings showed that seven factors of individual privilege, club equipment, club performance, trainer’s knowledge, coach’s behavior, familiarity with Korean culture and club atmosphere affect the demand of women’s taekwondo clubs. Women’s taekwondo clubs need to put the identified agents and components in this research in their work plan, so that they can help to survive and increase their market share, in an existing competitive environment.