Sport Management Studies

The Impact of Personal Sales Indicators on the Behavior of Young Consumers

Document Type : Research Paper

Authors

1 Ph.D. Student of Marketing Management and Sports Media, University of Kurdistan

2 Ph.D. Student of Sport Management, University of Urmia

3 Assistant Professor of Sport Management, University of Kurdistan

Abstract
The purpose of this study was to analyze the indicators of personal sales on the behavior of youth shopping in sport products. The present research is purposeful and applied in terms of data collection as a descriptive survey research. The statistical population consisted of all young consumers in the country. 232 people were selected by random sampling method and the questionnaire was distributed online. The instrument for measuring the questionnaire adapted from Yousef (2016) was modified by the researchers. In order to present the model, convergence and divergence validity has been used with smart PLS2 software. The findings showed that personal characteristics, store features, product offerings and promotions provided by retailers have a significant impact on the behavior of young people. Generally, vendor's integrity, skill and ability, the quality of the goods offered alongside the favorite and fitted space of the store should be the main pillars to increase the sales.

Keywords

Main Subjects

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Sport Management Studies
Volume 10, Issue 49
August & September 2018
July and August 2018
Pages 183-204

  • Receive Date 12 September 2017
  • Revise Date 17 October 2017
  • Accept Date 24 December 2017

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