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.