The model of consumption experiences and perception of the price of Iranian sportswear from the customers' point of view
Poster Presentation
Paper ID : 2068-SSRC
Authors
1Master of sports management, Sanabad Golbahar Institute Of Higher Education , Iran
2Assistant Professor of Sports Management, Ferdowsi University of Mashhad, Iran
Abstract
Purpose: The purpose of this study was to investigate the relationship between consumer experiences and perceptions of the price of Iranian sportswear from the perspective of customers.
Methodology:The statistical population included all customers of sportswear products in the holy city of Mashhad, the total number of which is unlimited. According to the results of Morgan table, the sample size in the statistical population with a large and unknown number is 384 people. The present research is applied in terms of purpose and in terms of descriptive and correlational method, the information of which was collected by field and non-field methods. The research tool was a researcher-made questionnaire whose validity and reliability were examined. The consumer experience questionnaire had 18 questions in 4 dimensions and the price perception questionnaire had 42 questions and 7 dimensions. The face and content validity of the questionnaire was confirmed by 9 professors of sports management and the reliability of the questionnaires was confirmed by Cornbrash's alpha coefficient. Also, to evaluate the validity of the research construct, the test of excellent exploratory analysis and confirmatory factor analysis were used. In addition, Kolmogorov-Smirnov and Pearson correlation tests were used. It should be noted that data analysis was used in SPSS software version 22 and LISREL version 10.
Findings: According to the findings of Pyrrhos correlation test, it was found that there is a positive and significant relationship between consumption experience and its dimensions with perception of price. This relationship was the strongest in terms of behavioral experience and the lowest in terms of emotional experience.
Conclusion: Iranian sportswear production and supply centers must be very careful in the field of sportswear production with a specific brand name, love and commitment to the brand name and packaging and understanding of the price of their Iranian sportswear and to make customers feel satisfied. At the time of using sportswear, create an emotional interaction and strengthen the level of interest among the customers of Iranian sportswear, so that in this way the customers can have a sense of commitment in connection with their personal brand name.
Methodology:The statistical population included all customers of sportswear products in the holy city of Mashhad, the total number of which is unlimited. According to the results of Morgan table, the sample size in the statistical population with a large and unknown number is 384 people. The present research is applied in terms of purpose and in terms of descriptive and correlational method, the information of which was collected by field and non-field methods. The research tool was a researcher-made questionnaire whose validity and reliability were examined. The consumer experience questionnaire had 18 questions in 4 dimensions and the price perception questionnaire had 42 questions and 7 dimensions. The face and content validity of the questionnaire was confirmed by 9 professors of sports management and the reliability of the questionnaires was confirmed by Cornbrash's alpha coefficient. Also, to evaluate the validity of the research construct, the test of excellent exploratory analysis and confirmatory factor analysis were used. In addition, Kolmogorov-Smirnov and Pearson correlation tests were used. It should be noted that data analysis was used in SPSS software version 22 and LISREL version 10.
Findings: According to the findings of Pyrrhos correlation test, it was found that there is a positive and significant relationship between consumption experience and its dimensions with perception of price. This relationship was the strongest in terms of behavioral experience and the lowest in terms of emotional experience.
Conclusion: Iranian sportswear production and supply centers must be very careful in the field of sportswear production with a specific brand name, love and commitment to the brand name and packaging and understanding of the price of their Iranian sportswear and to make customers feel satisfied. At the time of using sportswear, create an emotional interaction and strengthen the level of interest among the customers of Iranian sportswear, so that in this way the customers can have a sense of commitment in connection with their personal brand name.
Keywords