Analyzing the Decision-Making Styles of Customers to Buy Sports Equipment

Document Type : Original Article

Author

Ph.D in sport management, University of Tehran, Iran

10.22098/rsmm.2024.14298.1302

Abstract

Purpose: Customers use different decision making styles to buy sports equipment. The purpose of this research is to analyze the decision-making styles of customers for buy sports equipment.

Methods: In this research, cross-sectional survey method was used and data collection was done through library studies and field investigation. The sampling method was carried out by simple random sampling and in this research, the standard questionnaire (CSI) of Sproles and Kendall (1986) with content validity confirmed by 8 professors of physical education and sports science and reliability of 0.78 using alpha coefficient Cronbach's used. Binomial and Friedman tests were used for statistical analysis.

Results: The results of the research showed customers have a favorable level of sensitivity to brand, quality, price and hedonism in their decision-making styles for buying sports equipment (P < 0.05), in general, it should be said that High-quality products, more well-known brands, reasonable prices and shopping pleasure are among the influencing factors on the decision-making styles of customers to buy sports equipment. Also, they are sensitive to loyalty and fashion in buying sports equipment, and they do not show careless and wandering reactions in their decision-making styles (P < 0.05).

Conclusion: By knowing the facts in sports and positively influencing the decision-making styles of customers, it can be used to increase the purchase of sports equipment by them.

Keywords

Research in Sport Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 09 April 2024

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