The relationship between social marketing and consumer behavior Sports goods in Ardabil city

nayyer rezakhani¹ nasrin azizian kohan²

1) Master of Physical Education- Places And facilities Sports, Mohaghegh Ardabili University, Ardabil, Iran
2) Professor of Physical Education, Mohaghegh Ardabili University, Ardabil, Iran

IOI Code : XEBB-HAFDZ
Publication : The first international conference and the second national conference of sports management with organizational health approach(cnsmuma.ir)
Abstract :
    This research was done by determining the relationship between social marketing and the behavior of sports goods consumers in Ardabil city. The research method was cross-sectional applied and correlational. The statistical population of the research includes all consumers of sports equipment in Ardabil city. Using the simple random sampling method, 384 people were selected as a statistical sample. The measurement tool included consumer behavior questionnaire and social marketing. Data were analyzed using Spearman s correlation test and SPSS software. The results of the analysis showed that in general, P<0.01 was obtained between social marketing and consumer behavior and there is a positive and significant relationship between the two variables (r=0.21). Also, investigating the impact of social marketing dimensions on consumer behavior showed that community benefits (r=0.21), organizational benefits (r=0.13) and customer benefits (r=0.19) have a positive relationship with the behavior of sports product consumers. have. And it has been meaningful. According to the findings of the research, it can be concluded that social marketing is one of the factors related to the behavior of consumers and the manufacturers of sports products in the field of marketing should consider all aspects of marketing in such a way as to increase the motivation in the behavior of consumers

Keywords : social marketing consumer behavior sports products