Decision Making Styles of Sporting Wear Consumers

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FALAHATI M.; Ellahi A.R.; AKBARI YAZDI H.

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Journal Paper

Paper Information

Journal: SPORT MANAGEMENT REVIEW Year:2018 | Volume:9 | Issue:45 Page(s): 155-174

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Information Journal Paper

Title

Decision Making Styles of Sporting Wear Consumers

Author(s)

FALAHATI M. | Ellahi A.R. | AKBARI YAZDI H. | Issue Writer Certificate

Keywords

Decision-Making StyleQ1

Sports WearQ1

Consumer BehaviorQ2

Grounded TheoryQ1

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, qualityoriented, fashion-oriented, nationalism, searcher, respect oriented, diversityoriented, 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.

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APA: Copy

FALAHATI, M., Ellahi, A.R., & AKBARI YAZDI, H.. (2018). Decision Making Styles of Sporting Wear Consumers. SPORT MANAGEMENT REVIEW, 9(45 ), 155-174. SID. https://sid.ir/paper/234511/en

Vancouver: Copy

FALAHATI M., Ellahi A.R., AKBARI YAZDI H.. Decision Making Styles of Sporting Wear Consumers. SPORT MANAGEMENT REVIEW[Internet]. 2018;9(45 ):155-174. Available from: https://sid.ir/paper/234511/en

IEEE: Copy

M. FALAHATI, A.R. Ellahi, and H. AKBARI YAZDI, “Decision Making Styles of Sporting Wear Consumers,” SPORT MANAGEMENT REVIEW, vol. 9, no. 45 , pp. 155–174, 2018, [Online]. Available: https://sid.ir/paper/234511/en

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