Document Type : Research Paper
Authors
1 Professor of Sport Management, University of Kurdistan
2 M.Sc. of Sport Marketing Management, University of Kurdistan
Abstract
The purpose of the present study was to investigate the effect of social stimuli on the purchasing decision of foreign wearing apparel consumers. The descriptive-correlation research method was applied in the field of applied and applied purpose. The statistical population was the consumers of foreign sports clothing brands (Nike, Adidas) in Tehran. A sample size of 384 people was estimated using Morgan's table. Out of these, 380 acceptable questionnaires were analyzed. Measurement tools for the questionnaire were Mansuri Moeid etal. (2014) and Safarzadeh et al. (2011). The questionnaire consisted of three social stimulus indicators with 10 items, a decision to buy 5 items and emotional-perceptual indicators with 4 items. The faculty and content validity of the questionnaire was reviewed by eight sports management professors and after the corrections were used. Structural validity and validity were also presented using structural equations. The results showed that there was no significant difference between women's and men's views on the purchase of foreign sports goods. However, the regression weights of the model paths showed that social stimuli had a better effect on women's purchasing decisions than men in the shop floor space. In general, when vendors use polite and positive words and sentences, the buyer delivers more flexible and patient service during the service, as well as participates in incentive and promotional programs. Therefore, retail owners must create a desirable shop floor space, especially in the field of social stimuli, which stimulates buyer behavior and decision making process for consumers.
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Main Subjects
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