Customers' Buying Intention on Sports Products Domestic Brands

Purpose: This article identifies and ranks the influential factors in increasing customers' buying intention on domestic sports products.Methodology: The current study is practical and field-based, and its statistical population includes customers, sellers, manufacturers, athletes, and sports coaches in Mashhad. Due to the total statistical population, ۳۸۴ people were selected by emphasizing Morgan's sample size table for the entire population. We collected the necessary information by interviewing experts and sports marketing experts and studying their backgrounds. Then, based on the interviews, we made a questionnaire. After collecting the data, spssv۲۳ software was used to organize and analyze the data, and we used Friedman's test to rank these factors.Findings: In this research, the factors that have the most significant impact on the purchase of domestic brand sports products include products quality with an average rating of "۵.۶۳", products price with an average rating of "۵.۰۴", appearance and packaging with an average rating of "۴.۸۸", domestic brand loyalty with an average rating of "۴.۶۰", fashion and variety of products with an average rating of "۴.۴۰", social factors with an average rating of "۴.۲۰", brand awareness (advertisements) with an average rating of "۳.۹۷" and accessible to products access with an average rating of "۳.۲۸".Originality: We identify and rank the factors affecting the willingness to buy domestic sports products, which can be critical to manufacturers and sports products.

Keywords:

Brand Awareness , Brand Loyalty , customer preferences , Fashion , Price , Quality , social factors