Development and Validation of the Scale of the Purchase Style of Sport Products in Iran

In order to effectively carry out market-side strategies and succeed in marketing, a marketer must be aware of the factors affecting consumer purchase decision-making. Young consumers in the student age group form a major part of the market. The present paper aims at the development and validation of a purchasing style evaluation scale based on the Sporles and Kendal model (1986). To this aim, 377 physical education and sports science students randomly completed the purchasing style evaluation scale developed for sports products, which included new sub-scales for religion and politics. The validity of the scale structure was confirmed by the findings of exploratory factor analysis with respect to the ratio of the chi-square index to the degree of freedom and other indicators. Generally, the findings showed that some buyers prefer to buy products from their own country because of their sense of interest and loyalty to their homeland or because of the perceived quality of domestic products. Also, religious values ​​affect the personality of the consumer and, therefore, their beliefs, values ​​and attitudes tend to affect the behaviors and choices of consumers. We can use this scale in light of the importance of the sub-scales of religion and politics when assessing the purchasing style of sports products consumers.