This exploratory research aims to identify the mental associations of sports brands among Djiboutian sports practitioners in order to better adapt the marketing strategy in order to position themselves firmly in the sports market. Methodology/Approach: The study used thematic content analysis based on the technique of individual semi-structured interviews that we conducted with sports brands consumers. Results:The results of the verbatim analyzes made it possible to identify seven main themes regarding the subject of sports brands. The complementary results concerning the impact of age show that two themes are stable at all age levels, three themes increase with age and two themes decrease with age. Practical implications: The information from the mental associations of sports brands among sports enthusiasts, consumers of the brands reveal (to marketers) on which dimensions to position themselves the most and which age target for this or that offer. The results of this study will contribute to innovating or consolidating the marketing strategy to be put in place. Originality/Value: This study proposes another method, certainly qualitative, but explorable in an emergency situation, in a time-saving situation and in the event of a limited number of research participants (subjects) to be solicited. It could therefore be of interest in filling a methodological gap that is often slow and constraining.
The teaching of Physical Education and Sports (PES) is increasingly compromised in Djibouti, as most of the new middle and secondary schools built in the past two decades do not have playgrounds. This situation has meant that some students have never had access to physical and sports activities as part of their school curriculum. They consequently suffer the detrimental consequences of this situation, particularly on health, well-being, and overall development. To carry out this research, we have analyzed several data sources, such as internal reports and statistical directories of the national education system. We have also studied legislative documents, articles, reports, and chapters on the evolution of school education in Djibouti, as well as ethnographic surveys. Through descriptive analyses, the purpose of this article is to highlight the disparities that exist among different schools in terms of playground equipment and, by extension, access to physical and sports activities. Ultimately, this article emphasizes the urgent need to address the crisis of playgrounds in schools to ensure a better future for PES and enable students to benefit from the physical, social, and educational advantages associated with engaging in physical and sports activities.
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