Document Type : Research Paper
Authors
- Mohammad Zargarzadeh Isfahani 1
- Shiva Azadfada 2
- Mohammad Rahim Ayouzi 3
- Azim Alizadeh 4
- Ali Asghar Doroudian 2
1 PhD student of Department of Sports Management, Islamic Azad University North Tehran Branch, Tehran, Iran.
2 Assistant Professor of Department of Sports Management, Islamic Azad University North Tehran Branch, Tehran, Iran
3 Professor of Department of Futures Studies, Faculty of Governance, University of Tehran, Tehran, Iran
4 Assistant Professor of Department Management, Research Institute of Law Enforcement Sciences and Social Studies, Tehran, Iran.
Abstract
Purpose: Understanding the factors influencing consumer behavior is useful for improving marketing strategies for companies and organizations. The aim of the present study is to identify the factors influencing the future in relation to sports consumer behavior.
Design/methodology/approach: This is a descriptive-analytical applied research conducted using future research methods. The statistical population includes sports marketing professors who have experience in scientific and executive activities in the field of consumer behavior. The samples (n=20) were selected using the purposive sampling method. To identify the issues that affect the desired drivers for the future in relation to sports consumer behavior, the above professors were interviewed.
Findings: The results showed that 24 factors were identified as factors influencing the future in sports consumer behavior. Also, "economic situation in society", "smart development of shopping cart for the proposed budget", "development of cause-effect model for choosing the right place to offer sports products" and "lifestyle" are known as the most desirable future-related drivers in relation to sports consumer behavior due to their high importance and high uncertainty.
Originality: Therefore, it is necessary to consider them in future plans and development of possible future scenarios.
Main Subjects
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