Identifying and Leveling the Effective Factors on Improving the Attractiveness of the Store Environment of Sports Brands

The design of the store environment is one of the factor effecting in attracting and purchasing decision of customers. The purpose of the this study was to identify and level the factors effecting the promotion of the attractiveness of store environment of sports brans. In terms of nature and purpose the present research is applied research, in terme of analytical , descriptive and exploratory which was implemented in the field. The statistical population included university experts in the field of marketing, decoration specialists, interior designers and architects of store environments and loyal customers of sports stores in Mashhad. The sampling method was purposeful and all of 14 interviews and matrix questionnaires were completed until theoretical data saturation. Thematic analysis method was used to analyze the data, and interpretive structural modeling was used to leveling the identified factors. The findings of the research showed that there are 49 items in 9 concepts and 3 general categories of environmental, social and aesthetic factors in the attractiveness of sports brands’ store environment. The leveling the ptomotion of the attractiveness of store environment of sports brans showed that these aspects are in 5 levels. In general conclusion, it should be mentioned that sports stores should use durable competitive advantages in the stores' long-term plans, so that the possibility of copying is reduced by competitors to they can promotion of the attractiveness of store envitonment of sports brands