Decision Making Styles of Sporting Wear Consumers
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
This study aimed to identify decision-making styles of sporting wears consumers’. The qualitative study method by Grounded Theory approach was used. For this purpose, semi-structured and non-structured interviews had done by three groups of respondents, including marketing and sports marketing professionals, Producers- Distributors and customers of sporting wears (n=56). Purposeful and Snowball sampling continued until theoretical saturation. Data analyze was done using interpretive analysis methods through open, axial and selective coding techniques. Interpretive analysis led to the identification of 93 items that were pooled in 15 categories. The 15 categories were presented as a qualitative model for consumer decisions making styles. The model showed up while purchasing sport swear customers can follow styles such as; convenient access, quality-oriented, fashion-oriented, nationalism, searcher, respect oriented, diversity-oriented, sensuality, luxury-oriented, hedonism, price sensitive, brand-oriented, confusion, and effectiveness. Some styles presented in this study correspond with previous studies in various fields. However, some of them such as effectiveness, sensuality and luxury-oriented rarely has been mentioned in previous studies. In general, consumers purchase decision making styles can be more extensive and more various than existing Consumer decision making styles.
Language:
Persian
Published:
Journal of Sport Management Review, Volume:9 Issue: 45, 2017
Pages:
155 to 174
magiran.com/p1851229  
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 990,000ريال می‌توانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.
دسترسی سراسری کاربران دانشگاه پیام نور!
اعضای هیئت علمی و دانشجویان دانشگاه پیام نور در سراسر کشور، در صورت ثبت نام با ایمیل دانشگاهی، تا پایان فروردین ماه 1403 به مقالات سایت دسترسی خواهند داشت!
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 50 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!