year 4, Issue 3 (Autumn 2016)                   Ann Appl Sport Sci 2016, 4(3): 17-25 | Back to browse issues page

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Abdolmaleki H, Mirzazadeh Z, Alidoust Ghahfarokhhi E. The Role Played by Socio-Cultural Factors in Sports Consumer Behavior. Ann Appl Sport Sci 2016; 4 (3) :17-25
1- Department of Sport Management, Faculty of physical education and sport science, Karaj Branch, Islamic Azad University, Karaj, Iran
2- Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Mashhad, Iran ,
3- Department of Sport Management, Faculty of Sport Sciences, University of Tehran, Tehran, Iran
Abstract:   (10423 Views)

One common aspect of all human beings, regardless of education level, income level, location and so on, is that they are all consumers. The key of success in marketing strategy both in terms of local and global aspects is understanding consumer behavior. So aim of this study was to investigate the role of socio-cultural factors on sports consumer behavior. This research was survey- descriptive. The study population were included all sports consumers in Tehran. The sampling method was random. Based on the PASS statistical software, research sample size was determined in the range of 321 to 384 people. Data collection instrument was two questionnaires. The validity was content validity and construct validity. In order to data analyzing was used Path analysis and analytic hierarchy process (AHP). The results showed that social factors (social class, idea leaders, family and references group) and cultural factors (culture and religion) have a significant positive effect on sports consumer behavior. Also socio-cultural factors prioritize results showed that social class with the relative weight of 0.391 is the most important component. In this study found companies to gain competitive advantage should have be given to customers and meet their needs (better than competitors). In addition, customers buy products with different trends that should be considered in formulating marketing strategies.

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  • Most important factor affect sport consumer behavior was social class, so this finding suggests that people who are in same social class may have similar sport purchase behavior.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2016/04/8 | Accepted: 2016/10/11

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