Investigating the Relationship between Packaging Characteristics and Brand Preference in Consumers of Sporting Goods

The purpose of this study was to investigate the relationship between packaging characteristics and brand preference among consumers of sporting goods. Documents, background literature, and surveys were used to collect data. A researcher-made questionnaire was used in the survey whose face validity was confirmed by several experts and professors of sport management and structural validity. The reliability of the questionnaire was confirmed by Cronbach's alpha (0.90). The statistical population of this research is composed of consumers of sporting goods in Ardebil province. Based on Morgan table, 384 persons were selected as sample. The present study is applied from the point of view of results and is descriptive and survey in terms of data collection. The data were collected by field survey (field data collection).Data were analyzed by SPSS software version 22 and Spearman correlation test. The results showed that there is a positive and significant relationship between packaging characteristics and brand preference among consumers of sporting goods in Ardabil province at the 0.05 level. From the viewpoint of consumers of sporting goods, sex, label, design and appearance, color, size, environmental signs and variety of packaging were the most important priorities, respectively.