shahrmin khargheposh; Mozafar Yektayar; mozhgan Khodamoradpoor; mostafa baghbanyan
Abstract
The purpose of this research was to develop a behavioral economic model of sports goods consumers with the approach of foundational data theory. The research method is analytical, for this purpose qualitative methodology was used. The research strategy was to use the theory arising from the data. The ...
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The purpose of this research was to develop a behavioral economic model of sports goods consumers with the approach of foundational data theory. The research method is analytical, for this purpose qualitative methodology was used. The research strategy was to use the theory arising from the data. The participants in the research were 16 people, including the statistical community including sports management experts, sellers, consumers, and marketers of sportswear manufacturing companies, and the sampling strategy in the qualitative part was targeted and with maximum diversity or heterogeneity. Content analysis of interviews and coding were used to analyze the data. The research tool was open interview and the results were analyzed based on three stages of open, central and selective coding. The findings showed that the importance of pricing, individual factors, buyer's experience, conscious behavior were the indicators of causal factors. Contextual factors included differentiation through symbolic value, income, customer engagement and conscious mental structure. Also, the intervening factors included the importance of after-sales service for customers, discounts in line with customer orientation, responsiveness, and customer characteristics. Price and product compatibility, purchasing based on value, variety of products, providing products with appropriate quality level, formed the relationship with the customer. Finally, the consequences of foresight, positioning of the product, repetition of purchase behavior, commitment to the customer, correct management formed the consequences of the current research.
Afshin Akhgar; mozhgan Khodamoradpoor; Mozafar Yektayar; heresh soltanpanah
Abstract
The research is to offer a paradigm model for the sustainable development of sport for all based on an interactive, socio-cultural approach by using Grounded-Theory. The statistical population included specialists, experts, policy-makers, consultants and activists in the field of sport for all. Moreover, ...
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The research is to offer a paradigm model for the sustainable development of sport for all based on an interactive, socio-cultural approach by using Grounded-Theory. The statistical population included specialists, experts, policy-makers, consultants and activists in the field of sport for all. Moreover, the sampling procedure comprised non-probability sampling with purposeful selection and the sample size was 16, based on the theoretical saturation index. In the next stage, the collected data was analyzed, using an open interview based on the three stages of open, axial, and selective coding. Having analyzed the data, the researchers identified 24 axial codes and five selective ones for the initial 141 concepts. The results, which were gleaned from the analysis of qualitative interviews, suggested that, on the one hand, the intervening factors included lack of media coverage and support, disregard for audience tastes, enjoyment and personal interests, and finally, negligence on the part of policy-makers. The consequences, on the other hand, encompassed the improvement of social interactions, the increasing rate of participation in physical activities, the institutionalization of public sports in the society as well as changes in people’s attitudes and behavior with regards to public sports.
Finally, it could be argued that according to the research model, one of the best strategies for the institutionalization of sport for all in people’s daily lives is to develop a systematic program involving all essential social institutions.