Prioritization of Factors Affecting Consumer Behavior of Sporting Goods Using AHP

One of the common aspects of all human beings, regardless of education level, income level, location and so on, is that they all are consumers. The key point of success in marketing strategy is understanding consumer behavior. So the aim of this study was to prioritize factors affecting sports consumer behavior. This study was descriptive. 16 professors of sport management participated in this study. AHP method was used to recognize the components. Data were collected using interview and questionnaire. Finally, the obtained factors were categorized in 5 groups: marketing mix factors, personal factors, psychological factors, social factors and cultural factors. The AHP results showed that marketing mix (with relative weight of 0.323) was the most effective factor and psychological factors (0.245), personal factors (0.185), social factors (0.141) and cultural factors (0.107) occupied other places respectively. Also, according to the obtained adaptability rate (0.04), the proper credit of this information was approved. If companies producing sporting goods attempt to meet their consumers’ needs through an optimum combination of those factors obtained in this study, they will be able to attract their loyalty.