The Relationship between Decision-Making Styles and Social Power of Table Tennis Sports Brands' Consumers (A Comparison of Domestic and Foreign Brands)

The purpose of this research was to investigate the relationship between decision-making styles and social power of consumers of table tennis sports brands (comparison of domestic and foreign brands). The research method was applied from the point of view of purpose and correlational in terms of data collection, which was carried out in the field. In order to collect data, consumer decision-making styles questionnaires from Sproles and Kendall questionnaire (1986) and consumer social power questionnaire from Brill (1992) were used. The statistical population was all male and female buyers of table tennis sports products. The research sample was 382 customers. which were selected by available sampling method. In order to analyze the data, descriptive and inferential statistics (SPSS software version 25 and AMOS version 24) were used. The results showed that fashionable, hedonistic and loyal decision-making styles had a significant negative effect on the social power of consumers and based on the coefficient of determination, 43.9 percent of the variance The total amount of changes in consumers' social power is related to hedonistic, loyal, and fashion-oriented styles. Also, the results of the ANOVA test showed that brand-oriented, hedonistic, price-oriented, careless, and confused decision-making styles are different in men and women. There was a significant difference between the social power of male and female sports consumers. Therefore, it is suggested that domestic sports brand managers should increase quality, appropriate pricing, recognize the needs of sports consumers, interact and coordinate more with their sellers, expand online sales, and produce their sports products in line with global standards of sports products and with extensive advertising. and inclusive of creating awareness about your brand in the mind of the consumer can create more sales and reduce the regret of the purchase.