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The relationship between demographic characteristics and styles of Consumers buying Decision in Sporting Goods

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Document Type : Research Paper

Abstract

Objective: Quality and quantity of sport industry in countries depended on the size and scope produce and consumption. The aim of this study was to determine the relationship between demographic characteristics on consumers buying decision in sporting goods according to the Sproles and Kendall model in Tabriz.
Methodology: Research method is descriptive and the population of the survey is the consumers of sporting goods in Tabriz, Which 385 consumer and according to Cochran Formula was selected as sample. The data and information was collected by the modified Consumer Style questionnaire with acceptable validity and reliability with used of factor analyses. Then used to Factor Analyses, Kolmogorov- Smirnov, U Mann-Whitney and Kruskal Wallis Test at α≤ 0.05.
Results: The results showed that Internet advertising effects on factors of brand equity as perceived quality, brand association, brand loyalty and brand awareness has a significant impact.
Conclusion: The results showed that the Novelty and fashion consciousness was the most effective style. The males have more tendency to Novelty than Females and the consumers with high total income is more Novelty and who have high personal income was Perfectionist. There were no relationship between education, age and Sporting or not sporting and decision-making styles

Keywords

References
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Sport Management and Development
Volume 7, Issue 2 - Serial Number 14
August 2018
Pages 131-141
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