چکیده:
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 sociocultural
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.
خلاصه ماشینی:
"The Role Played by Socio-Cultural Factors in Sports Consumer Behavior 1Hossein Abdolmaleki, 2Zahrasadat Mirzazadeh*, 3Ebrahim Alidoust Ghahfarokhhi 1Department of Sport Management, Faculty of physical education and sport science, Karaj Branch, Islamic Azad University, Karaj, Iran.
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.
Tatt (2010) showed that perceived social status, quality and brand loyalty are significantly related to the factors influencing consumers' purchasing behavior, while price had not a significant relationship.
The aim of this research, therefore, is to study the role of sociocultural factors in consumer behaviour in relation to the issue of sporting products.
DISCUSSION In this study, it was found that the consumer’s social class plays a significant positive role in the behaviour of consumers of sports products.
Researchers suggest sport marketing experts to determine the role of each of the family members in the decision-making process to determine the best way to impress sport consumers to buy products.
In this study it was found that reference groups have significant positive roles on the behavior of sport product consumers.
Behnam, Godarzi, and Hamidi (2015) stated Since many people involve in the process of consumer's decision to purchase the sport product or service, the end consumers ‘satisfaction will be different from each other and will be reflected in their following purchasing behavior (20)."