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An essay on my satisfaction in studying martial arts

Deepening the knowledge about factors which determine and explain the reasons and intentions of judo practitioner's consumption, investigating how their demands on the sport relate to the perceived benefits, restrictions, value, satisfaction and commitment to an essay on my satisfaction in studying martial arts.

We tested a theoretical model that specifies the direct and indirect relations between market demand, perceived benefits, restriction and value, as well as the satisfaction and commitment of a judoist with the martial arts in a different country and sport of the original study. We conducted a survey with 328 judoists in Brazilian gyms. Summary of key results: We found that market demands positively affect the perceived benefits and value and the judo members' satisfaction and commitment.

We also discovered that the perceived benefits positively affect the perceived value, which positively triggers satisfaction, this way increasing the practitioner's commitment. The results found in this study reinforce the relations proposed in Kim's original study showing a certain solidity in the explaining power of the underlying theory. But there are some peculiarities, like different perceived benefits for practicing judo as well as intrapersonal restrictions which discourages getting involved in judo.

Finally, this article reinforces Sheth's 2011 affirmation that marketing is modified according to the context an essay on my satisfaction in studying martial arts which it is inserted, in this case, in the sport of judo in Brazil. Realizou-se um levantamento com 328 judocas em academias brasileiras.

For example, judo, which has been an Olympic sport since 1964, is practiced by more than eight million people in about 180 countries, according to the International Judo Federation 2014.

In Brazil, there are about one million judo practitioners, and it is the sport in which the country has won the most Olympic medals 22 medals: Therefore, there is a significant market for judo practitioners in Brazil, especially since the Rio Olympic Games 2016, where Brazil won three medals one gold and two bronze and the Paralympics four silver medals CBJ, 2017. As a result, interest in the sport increased considerably, making judo the most popular martial art in Brazil CBJ, 2017.

The general academies market was worth USD 2. One of the main reasons the remaining 45. Therefore, there is an opportunity to better understand this group, and to encourage them to take part in sport and judo. For example, after the London Olympic Games 2012, there was an increase in people participating in track and field and cycling, two disciplines that won a number of medals Hammond, 2016. England had a similar experience after it had hosted the 2012 Games Hammond, 2016.

Thus, it is understood that there is a relatively unexplored market in terms of understanding judo participants' behavior, despite the already considerable number of practitioners.

According to Ko and Yang 2012the martial arts are now believed to be an interesting business opportunity. However, in order for this to happen, from a practical marketing perspective, Cianfrone et al.

Sport marketers could then utilize this infor mation to develop marketing strategies based on identifying the factors that influence attendance". However, few studies have sought to understand martial arts consumers' behavior. Kim 2010 found that perceived benefits and restrictions are both affected by the market's demand, while perceived value is affected by the sports member.

An essay on my satisfaction in studying martial arts

He also found that demand for martial arts is related to members' satisfaction and commitment. There are still gaps in the relationships among market demand, benefits or restrictions, value, satisfaction, and commitment in the context of the various martial arts, including judo.

According to the latter authors, as well as Sheth 2011it is essential for marketing science and practice that more studies be conducted in so-called emerging or developing countries, such as Brazil. Such studies are necessary because these countries present socioeconomic, demographic, cultural, and regulation peculiarities that challenge the conventional understanding of the constructs and their relations, which are based on developed countries.

In addition, marketing is a subject that is modified according to the context in which it is inserted Sheth, 2011. The current study aims to identify the prior factors that determine and explain why people, as consumers, engage in such sport.

Furthermore, Kim's measurement scale 2010 is adapted to investigate how their demands relate to perceived benefits, restrictions, value, satisfaction, and commitment in Brazil. The study identifies characteristics that differ to those identified by Kim 2010such as practicing judo for personal growth, emphasizing the physical and psychological benefits of judo, but also giving structural and intrapersonal restrictions as factors discouraging getting involved in judo.

Furthermore, other characteristics are identified that agree with those of Kim 2010such as the positive relation between market demand, perceived value, member satisfaction, and member commitment. That is, a benefit is what the consumer considers to be an advantage of using a service or product over using competing alternatives or, more simply, the gains obtained from an exchange with a company Zeithaml, 1988.

Therefore, the consumer aims to benefit from the result of the decision-making process concerning a product or service Monroe, 2003. Needless to say, this is also true of the martial arts. Studies conducted by Fuller 1988Lakes and Hoyt 2004and Stefanek 2004among others, state that the benefits to martial arts practitioners may be psychological, social, or physical. Psychological benefits include anxiety and depression reduction, emotional stability, independence, stress relief, enthusiasm, self-confidence, leadership capacity, taking responsibility for their actions, self-regulation, self-control, body control, an essay on my satisfaction in studying martial arts, and improvements in self-esteem.

Social and physical benefits include the development of technical abilities and tactics, health improvements owing to reduced obesity, personal well-being, and physical aptitude, such as cardiopulmonary and muscular resistance and agility and flexibility.

Thus, as identified by Kim 2010a positive relationship between market demand and the benefits perceived by the judo practitioners is established based on the following hypothesis: Judo market demand positively affects the benefits perceived by its practitioners.

In other words, a restriction limits preference formation, and may inhibit participation and pleasure in certain activities Jackson, 1997.

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The restrictions perceived by consumers that hamper their consumption may be intrapersonal, interpersonal, or structural. The first refers to preferences and interests, such as stress, religion, depression, the ability of self-perception, and their reference group attitudes.

The second refers to social relationships or the relationships between partners within a social group. That the above-mentioned restrictions inhibit martial arts practitioners' participation has been confirmed by Kim, Zhang, and Ko 2009 and Kim and Trail 2010among others. As a result, Snoj, Korda, and Mumel 2004 and Woodruff 1997 highlight that perceived benefits and restrictions both play a critical role in explaining market demand and, consequently, consumers' behavior, which helps us to predict whether people intend to remain as participants.

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Thus, the following hypothesis is established: Judo market demand negatively affects the restrictions perceived by its members. Another construct important to understanding judo practitioners' behavior is perceived value. Zeithaml, Berry, and Parasuraman 1990 and Ulaga and Chacour 2001 define perceived value as the general evaluation by the consumer of the utility of a service or product, based on the perception of what is offered and what is received.

Therefore, perceived value is the relationship between the benefits and restrictions perceived by the consumer and experienced before, during, or after using the product or service Zeithaml, 1988; Woodruff, 1997.

As proposed by Kim 2010the benefits and the restrictions perceived by judo members are considered to reflect the value they perceive. Thus, the following hypothesis is proposed: Judo market demand positively affects the value perceived by its members. When it comes to martial arts, some studies measure satisfaction using consumers' previous experiences.

The success of a martial arts program is determined by how well it satisfies consumers with a quality service, because high levels of satisfaction contribute to preventing and reducing problems with clients. Therefore, it is logical to consider that market demand, measured using consumers' previous perceptions of the benefits versus restrictions of judo, will impact their satisfaction.

Thus, we have the following hypothesis: Judo market demand positively affects the satisfaction of its members. During their lifetime, people develop bonds with others, groups, and organizations. Clearly, commitment is considered an important construct for the maintenance of long-term successful relationships. Thus, in the martial arts, commitment may be affected by the demand for a product or service, yielding the following hypothesis: The Judo market demands affect positively the commitment of its members.

According to Monroe and Krishnan 1985a positive perception of value requires the perceived utility benefit to be higher than that sacrificed restrictions. That is, the more positive the benefits, as perceived by the consumer, the higher the value will be. An important argument proposed by the current study is that the benefits and restrictions perceived by martial arts members have consequences, and reflect the value perceived by the members. In the models of perceived value proposed by Dodds, Monroe, and Greal 1991 and Zeithaml 1988the perception of the benefits of a company's offering is positively related to the perception of value.

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In addition, the present research proposes the following hypothesis: The benefits of judo, as perceived by its members, positively affect their perceptions of its value. As mentioned previously, perceived restrictions are considered critical to predicting consumers' behavior, mainly for the sports management, because they can prevent people from participating in the sport.

For instance, Snoj, Korda, and Mumel 2004 found that perceived restrictions may result in negative perceptions of value. Then, Tam 2004 noted that perceived restrictions, such as money and time, have a negative effect on perceived value and, therefore, on consumers' behavior. The restrictions perceived by judo members negatively affect their perceived value of judo. The value perceived by judo members positively affects the satisfaction they derive from the sport.

For example, Johnson, Sivadas, and Garbarino 2008 affirm that a satisfied consumer tends to be more committed to the product or service. That is, commitment behavior is the result of satisfying a consumer's needs or desires.

An essay on my satisfaction in studying martial arts

Thus, meeting the market's demand results in satisfaction, which triggers greater commitment to the acquired product or service. This results in our final hypothesis: Judo members' satisfaction positively affects their commitment to the sport. Figure 1 illustrates the nine hypotheses presented here. Adapted from Kim 2010. Therefore, the data collection instrument consists of 114 indicators See Table 1which measure the following: All are measured using a seven-point Likert Scale.