The Role of International Sporting Goods and Equipment Fair in Developing Sport Market with an Emphasis on Marketing Mix (5Ps)

The aim of this study was to investigate the role of international sporting goods fair in developing sport market regarding marketing mix (5ps). The study used a descriptive and field method and was conducted as a survey. The statistical population included all sporting equipment and goods producers who participated in the international fair (N=72 companies) and the sample equaled the population. A questionnaire was prepared by the researchers with an emphasis on theoretical basis and similar researches and the validity and reliability of the questionnaire were approved. Descriptive and inferential statistics such as Pearson and Kendall correlation coefficients were used. Results showed that participating in fair develops the sport goods market. Proper employment of marketing mix of price، location، product and promotion increases selling and domestic and foreign contracts. But، the marketing mix of public relations and proper information did not play a role.