Identifying factors affecting the price sensitivity of sportswear consumers
Poster Presentation
Paper ID : 2184-SSRC
Authors
1دانشگاه رازی
2دانشیار دانشگاه رازی
Abstract
Purpose: Before knowing the price of a product, consumers form price expectations using the product's visual features, such as its design. Price is an important factor in consumer decisions, so consumers compare the price of the product they expect and the actual product. Therefore, it is very important to pay attention to the appearance of sports products to attract customers and meet their needs. Therefore, as much as people enjoy the design of a product, they are naturally willing to pay a reasonable price when buying that product. Therefore, the present research identifies factors affecting the price sensitivity of sportswear consumers.
Methodology: The qualitative research method is based on data theory. The statistical population of this research includes experts, professors, owners of sports stores, manufacturers of sports products and buyers of sports clothing. Purposeful sampling method was used for sampling to conduct in-depth interviews. The research tool was an interview that was conducted with 19 people. The validity of the research tool (interview) was examined and confirmed by the interviewees and then the expert professors, and the intra-subject agreement method was used to measure the reliability, and according to this method, the reliability value was equal to 0.88. In this way, the reliability of the test was also confirmed. In order to analyze the data, the method of data-based theory and Max Qda version 20 software were used.
Results: The findings of this research showed that the factors affecting the price sensitivity of sportswear consumers include: aesthetics, product quality, product type, product value and brand, the amount of visual appeal, high variety in sports products and favorable price. are that these categories themselves included a number of central and open codes.
Conclusion: Therefore, according to the findings of the present research, we conclude that in order to increase the sales of sports products, it is necessary to focus on the categories identified in this research, and sports managers and marketers can improve their appearance and image. Sports products and diversifying their production to attract more customers to buy sports products.
Methodology: The qualitative research method is based on data theory. The statistical population of this research includes experts, professors, owners of sports stores, manufacturers of sports products and buyers of sports clothing. Purposeful sampling method was used for sampling to conduct in-depth interviews. The research tool was an interview that was conducted with 19 people. The validity of the research tool (interview) was examined and confirmed by the interviewees and then the expert professors, and the intra-subject agreement method was used to measure the reliability, and according to this method, the reliability value was equal to 0.88. In this way, the reliability of the test was also confirmed. In order to analyze the data, the method of data-based theory and Max Qda version 20 software were used.
Results: The findings of this research showed that the factors affecting the price sensitivity of sportswear consumers include: aesthetics, product quality, product type, product value and brand, the amount of visual appeal, high variety in sports products and favorable price. are that these categories themselves included a number of central and open codes.
Conclusion: Therefore, according to the findings of the present research, we conclude that in order to increase the sales of sports products, it is necessary to focus on the categories identified in this research, and sports managers and marketers can improve their appearance and image. Sports products and diversifying their production to attract more customers to buy sports products.
Keywords