The effect of consumer modernism on the styles of sports shoes purchase
Poster Presentation XML
Paper ID : 1901-11THCONF
2هیت علمی دانشگاه ازاد همدان
Introduction: Novelty and the supply of new products play an important role in the growth and profitability of companies. Therefore, companies are required to market their innovations on a frequent basis, at short intervals, to meet the needs of their customers and to compete with their rivals. Consumer modernization tends to create a tendency for them to go for new and different products, which is why modernizing consumers have a key role in the success of new or improved products and services. This research seeks to investigate the impact of consumer innovations on their buying decision styles, in which the relationship between the two types of consumer (emotional and cognitive) modernization and their decision making styles are examined.
Methodology: The method of this research is descriptive-survey and its statistical population was Razi University students in Kermanshah. The statistical sample of the study was selected using random sampling method proportional to population size. In this study, the field method was used to collect data. Accordingly, based on the optimal allocation, 325 questionnaires (shopping style questionnaire and upgrading questionnaire) were distributed among the students. A total of 301 correct and complete questionnaires were returned. The same number was considered as a statistical sample of the research.
Results: The findings of this study show that cognitive modernization is based on buying decision styles (knowledge of quality, price awareness, and confusion), and emotional modernization on purchasing decision-making styles (modality, habitual, brand awareness, validation, Lack of programming and entertainment) has a direct impact.
Discussion: These findings help sports marketing managers have a deeper insight into the development and marketing of new sports products and can adopt a more efficient approach to targeting a particular group or segment of their consumers.